{"id":1043,"date":"2023-03-20T15:15:49","date_gmt":"2023-03-20T19:15:49","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1043"},"modified":"2025-09-03T11:54:06","modified_gmt":"2025-09-03T15:54:06","slug":"pourquoi-lexecution-en-magasin-est-importante","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/why-store-execution-matters\/","title":{"rendered":"\u2b50 Pourquoi l'ex\u00e9cution en magasin est importante"},"content":{"rendered":"

\u00ab L'espoir n'est pas une strat\u00e9gie de gestion \u00bb, \u00ab le commerce de d\u00e9tail est un d\u00e9tail \u00bb, \u00ab inspectez ce que vous attendez \u00bb. Pourquoi avons-nous tant d\u2019expressions pour exprimer que l\u2019action est plus importante que les mots seuls ? <\/p>\n\n\n\n

Ex\u00e9cution du programme et des normes<\/a> est essentiel pour les marques de vente au d\u00e9tail et d\u2019h\u00f4tellerie. Voici pourquoi.<\/p>\n\n\n\n

Vision contre r\u00e9alit\u00e9<\/h2>\n\n\n\n

La vision est celle qu\u2019envisage le si\u00e8ge social. <\/p>\n\n\n\n

La vision esp\u00e8re d\u00e9ployer des initiatives de marchandisage et des programmes saisonniers pour produire un certain r\u00e9sultat tel qu'une augmentation des ventes, une r\u00e9duction des co\u00fbts et\/ou une plus grande satisfaction des clients.<\/p>\n\n\n\n

La vision est la nouvelle signalisation que le marketing a d\u00e9velopp\u00e9e, la formation qui \u00ab\u00a0doit \u00eatre dispens\u00e9e\u00a0\u00bb et les normes d'exploitation\/de marchandisage\/de sant\u00e9 et de s\u00e9curit\u00e9\/de gestion des esp\u00e8ces qui \u00ab\u00a0doivent \u00eatre suivies\u00a0\u00bb.<\/p>\n\n\n\n

\n

La vision est la combinaison de toutes ces choses que les marques de distribution travaillent dur et d\u00e9pensent beaucoup de temps et d'argent pour d\u00e9velopper.<\/p>\n\n\n\n

La r\u00e9alit\u00e9 est ce qui se passe r\u00e9ellement dans le magasin.<\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

En r\u00e9alit\u00e9, la signalisation n'est pas toujours install\u00e9e, le personnel n'est pas toujours form\u00e9 et les programmes saisonniers ne sont pas toujours ex\u00e9cut\u00e9s de mani\u00e8re coh\u00e9rente et \u00e0 temps.<\/p>\n\n\n\n\n\n\n\n

Qu'est-ce que l'ex\u00e9cution en magasin\u00a0?<\/h2>\n\n\n\n

L'ex\u00e9cution en magasin r\u00e9concilie la vision avec la r\u00e9alit\u00e9. L'ex\u00e9cution en magasin rend cela possible<\/a>.<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 lui, vous disposez d'un environnement de magasin qui r\u00e9pond \u00e0 la vision et \u00e0 la promesse de la marque. Sans cela, vous avez des v\u0153ux pieux et un faux sentiment d\u2019accomplissement.<\/p>\n\n\n\n

L'ex\u00e9cution aligne la vision sur la r\u00e9alit\u00e9<\/h2>\n\n\n\n

En supposant que vous ayez plus d'une poign\u00e9e de magasins \u00e0 g\u00e9rer<\/a>, vous ne savez pas comment les magasins s'ex\u00e9cutent r\u00e9ellement \u00e0 moins d'avoir des processus et un flux de travail solide<\/a> pour vous aider avec cela. Les op\u00e9rateurs ex\u00e9cutent diff\u00e9remment. Les chefs de district peuvent avoir des inclinations et des priorit\u00e9s diff\u00e9rentes en fonction de leur propre exp\u00e9rience et sensibilit\u00e9.<\/p>\n\n\n\n

Il n'y a rien de mal \u00e0 cela, mais vous devez vous assurer que les normes et programmes de base qui constituent l'\u00e9pine dorsale de la strat\u00e9gie de la marque sont pleinement mis en \u0153uvre, partout et \u00e0 chaque fois.<\/p>\n\n\n\n

\n

L'ex\u00e9cution aligne la vision et les attentes du si\u00e8ge social avec la r\u00e9alit\u00e9 sur le terrain.<\/p>\n<\/blockquote>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

L\u2019ex\u00e9cution a du sens sur le plan commercial<\/h2>\n\n\n\n

La recherche nous apprend qu'une ex\u00e9cution incorrecte ou incompl\u00e8te du merchandising co\u00fbte aux d\u00e9taillants 1%+ de ventes par an<\/a>.<\/p>\n\n\n\n

Il faut alors prendre en compte \u00abr\u00e9tr\u00e9cir<\/a>\u00bb (souvent caus\u00e9 par des erreurs et des d\u00e9faillances d\u2019ex\u00e9cution), qui co\u00fbte aux d\u00e9taillants en moyenne 1,51 TP3T de ventes par an.<\/p>\n\n\n\n

Enfin, vous devez tenir compte d'autres co\u00fbts et opportunit\u00e9s manqu\u00e9es, tels qu'un service client de qualit\u00e9 inf\u00e9rieure et Sant\u00e9 et s\u00e9curit\u00e9<\/a>, qui sont co\u00fbteux et peuvent affecter la r\u00e9putation et la bonne volont\u00e9 d'une marque.<\/p>\n\n\n\n

\n

Aucun d\u00e9taillant ne veut laisser sur la table 2,51 TP3T + de ventes brutes et prendre des risques suppl\u00e9mentaires, pas lorsque les marges des d\u00e9taillants physiques sont si minces.<\/p>\n<\/blockquote>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Prot\u00e9gez la marque<\/h2>\n\n\n\n

Cr\u00e9er une marque de vente au d\u00e9tail ou d\u2019h\u00f4tellerie forte et reconnaissable demande beaucoup de travail. Il est important de maintenir la coh\u00e9rence de la marque et normes de la marque<\/a>, surtout si vous exploitez plusieurs magasins, h\u00f4tels ou sites. <\/p>\n\n\n\n

Prenez par exemple la signalisation et les composants qui projettent l'image de la marque sur les clients et les invit\u00e9s. La bonne signalisation est-elle utilis\u00e9e par le bon fournisseur\u00a0? Il est actuel, est-il correctement plac\u00e9 et fonctionne-t-il\u00a0?<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Prot\u00e9ger la marque d\u2019une ex\u00e9cution de qualit\u00e9 inf\u00e9rieure<\/a>.<\/p>\n\n\n\n

L'opportunit\u00e9<\/h2>\n\n\n\n
\n

Les d\u00e9taillants ont une opportunit\u00e9 consid\u00e9rable de faire plus avec moins en se concentrant sur l'ex\u00e9cution en magasin des programmes qu'ils paient d\u00e9j\u00e0.<\/p>\n<\/blockquote>\n\n\n\n

Obtenir le bons processus<\/a> et le bon outil en place, prot\u00e9gez la marque et faites plus avec moins en vous concentrant sur l'ex\u00e9cution en magasin.<\/p>","protected":false},"excerpt":{"rendered":"

\u00ab L'espoir n'est pas une strat\u00e9gie de gestion \u00bb, \u00ab le commerce de d\u00e9tail est un d\u00e9tail \u00bb, \u00ab inspectez ce que vous attendez \u00bb. Pourquoi avons-nous tant d\u2019expressions pour exprimer que l\u2019action est plus importante que les mots seuls ? L\u2019ex\u00e9cution des programmes et des normes est essentielle pour les marques de vente au d\u00e9tail et d\u2019h\u00f4tellerie. Voici pourquoi. Vision contre r\u00e9alit\u00e9 La vision est ce que le si\u00e8ge social envisage. Le \u2026 Lire la suite \u2b50 Pourquoi l'ex\u00e9cution en magasin est importante<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":60687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Why Store Execution 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