{"id":1267,"date":"2023-07-10T15:15:00","date_gmt":"2023-07-10T19:15:00","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1267"},"modified":"2025-09-03T12:28:15","modified_gmt":"2025-09-03T16:28:15","slug":"objectif-dexecution-du-magasin-portee-et-meilleures-pratiques","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/store-execution-purpose-scope-and-best-practices\/","title":{"rendered":"\u2b50 Qu'est-ce que l'ex\u00e9cution au d\u00e9tail ? Objectif, port\u00e9e et meilleures pratiques."},"content":{"rendered":"
\n

L'ex\u00e9cution de la vente au d\u00e9tail est l'ensemble des pratiques et des technologies habilitantes responsables de la mise en \u0153uvre compl\u00e8te et opportune des programmes, des normes et des directives du magasin au niveau du magasin.<\/p>\n<\/blockquote>\n\n\n\n

Une ex\u00e9cution efficace du commerce de d\u00e9tail et de l'h\u00f4tellerie n\u00e9cessite d'abord certains composants la communication<\/a>, deuxi\u00e8me la gestion des t\u00e2ches<\/a>, et troisi\u00e8me audits \/ \u00e9valuations<\/a>. Dans cet article, nous nous concentrons sur l'objectif, la port\u00e9e et les meilleures pratiques de l'ex\u00e9cution au d\u00e9tail. Le public vis\u00e9 est constitu\u00e9 de marchandiseurs, de professionnels des op\u00e9rations de vente au d\u00e9tail, de professionnels de la vente locale, de fabricants de biens de consommation emball\u00e9s ainsi que de grossistes.<\/p>\n\n\n\n

Plongeons dedans.<\/p>\n\n\n\n\n\n\n\n

Le but et la port\u00e9e de l'ex\u00e9cution de d\u00e9tail<\/h2>\n\n\n\n

Objectif<\/b><\/h3>\n\n\n\n

Le but de l'ex\u00e9cution du magasin est de s'assurer que les programmes de marchandisage, d'exploitation et de pr\u00e9vention des pertes sont mis en \u0153uvre \u00e0 temps, dans leur int\u00e9gralit\u00e9, dans tous les emplacements. L'ex\u00e9cution en magasin est connue pour stimuler les ventes, r\u00e9duire les co\u00fbts, r\u00e9duire les risques et augmenter la satisfaction des clients.<\/p>\n\n\n\n

\n

ROI<\/strong><\/p>\n\n\n\n

Les avantages de l'ex\u00e9cution au d\u00e9tail sont substantiels. Par exemple, en respectant les d\u00e9lais, en compl\u00e9tant le r\u00e9approvisionnement et en ex\u00e9cutant les pr\u00e9sentoirs et les plans de marketing, les d\u00e9taillants peuvent augmenter les ventes des magasins comparables de 3.7%<\/a>!<\/p>\n<\/blockquote>\n\n\n\n

Port\u00e9e<\/b><\/h3>\n\n\n\n

L'\u00e9tendue de l'ex\u00e9cution du commerce de d\u00e9tail est largement d\u00e9termin\u00e9e par les services du si\u00e8ge social responsables des fonctions cl\u00e9s du magasin\u00a0: marchandisage<\/a>, op\u00e9rations, la pr\u00e9vention des pertes<\/a> et de la formation.<\/p>\n\n\n\n

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

Ex\u00e9cution du marchandisage<\/b><\/h2>\n\n\n\n

L'ex\u00e9cution du marchandisage consiste principalement en l'ex\u00e9cution en rayon. C'est-\u00e0-dire les planogrammes et les prix ainsi que l'ex\u00e9cution des programmes et promotions saisonniers. Cela comprend la signalisation en magasin, les pr\u00e9sentoirs et publicit\u00e9s sp\u00e9ciaux, les prix et les \u00e9tiquettes saisonniers, ainsi que la sensibilisation et la conformit\u00e9 des vendeurs aux programmes en magasin.<\/p>\n\n\n\n

\n

ROI<\/strong><\/p>\n\n\n\n

Le co\u00fbt total d\u2019un merchandising sous-optimal pour l\u2019industrie am\u00e9ricaine est d\u2019environ 1% de ventes de produits bruts<\/a>.<\/p>\n<\/blockquote>\n\n\n\n

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

Se r\u00e9f\u00e9rer au <\/a>Cat\u00e9gorie marchandisage<\/a> pour les listes de contr\u00f4le, les proc\u00e9dures et les meilleures pratiques de marchandisage.<\/p>\n\n\n\n

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

La pr\u00e9vention des pertes<\/b><\/h2>\n\n\n\n

La pr\u00e9vention des pertes est ax\u00e9e sur la protection des actifs, la gestion des esp\u00e8ces, la s\u00e9curit\u00e9 physique (cam\u00e9ras, coffres-forts, casiers, etc.) et des rapports financiers pr\u00e9cis.<\/p>\n\n\n\n

\n

ROI<\/strong><\/p>\n\n\n\n

En moyenne, les d\u00e9taillants perdent 1,5% de ventes brutes \u00e0 \u00ab r\u00e9tr\u00e9cir \u00bb chaque ann\u00e9e. Par cons\u00e9quent, un programme d\u2019audit de pr\u00e9vention des pertes prot\u00e8ge vos r\u00e9sultats.<\/p>\n<\/blockquote>\n\n\n\n

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

Se r\u00e9f\u00e9rer au Cat\u00e9gorie Pr\u00e9vention des sinistres<\/a> pour des listes de contr\u00f4le, des conseils pratiques et des meilleures pratiques pour la pr\u00e9vention des pertes.<\/p>\n\n\n\n

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

Op\u00e9rations<\/b><\/h2>\n\n\n\n

Les directeurs de district\/cluster\/ventes sont expos\u00e9s \u00e0 toutes les facettes des op\u00e9rations du magasin. Ils jouent un r\u00f4le central dans le succ\u00e8s \u00e0 long terme d\u2019une entreprise de vente au d\u00e9tail.<\/p>\n\n\n\n

En plus de leurs responsabilit\u00e9s partag\u00e9es (ou compl\u00e8tes) pour l'ex\u00e9cution du marchandisage et la pr\u00e9vention des pertes, ils inspectent et conseillent \u00e9galement sur l'apparence g\u00e9n\u00e9rale, la pr\u00e9sentation, la propret\u00e9, le service client, l'arri\u00e8re du magasin, la s\u00e9curit\u00e9 du magasin, l'embauche, les finances, la formation et plus encore.<\/p>\n\n\n\n

\n

ROI<\/strong><\/p>\n\n\n\n

S'assurer que les normes sont comprises et mises en \u0153uvre, que les produits sont pr\u00e9par\u00e9s et pr\u00e9sent\u00e9s correctement et que la pr\u00e9sentation g\u00e9n\u00e9rale, la propret\u00e9, l'ordre et la s\u00e9curit\u00e9 du magasin sont propices \u00e0 une exp\u00e9rience client positive.<\/p>\n<\/blockquote>\n\n\n\n

Facettes de l'ex\u00e9cution en magasin<\/h2>\n\n\n\n

L'ex\u00e9cution du magasin est \u00e0 multiples facettes et se compose d'un certain nombre de sous-domaines. Voici quatre facettes de l'ex\u00e9cution en magasin.<\/p>\n\n\n\n

Communication<\/h3>\n\n\n\n
\n

Plut\u00f4t que de traiter les proc\u00e9dures op\u00e9rationnelles et les \u00e9l\u00e9ments auditables comme deux cat\u00e9gories distinctes, changez votre approche pour \u00ab\u00a0inspecter ce que vous attendez\u00a0\u00bb. Traitez la norme document\u00e9e et communiqu\u00e9e comme la m\u00eame norme utilis\u00e9e pour le Audit<\/a>, v\u00e9rification et correction<\/a>. <\/p>\n<\/blockquote>\n\n\n\n

La communication et l\u2019ex\u00e9cution des programmes et des normes se situent sur le m\u00eame spectre. Des marques \u00e0 succ\u00e8s construire des workflows autour du principe d'apprentissage et de validation continus<\/a>.<\/p>\n\n\n\n

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

Pour plus de d\u00e9tails, reportez-vous \u00e0\u00a0: Communication du site\u00a0: un guide complet pour le commerce de d\u00e9tail et l'h\u00f4tellerie<\/a>.<\/p>\n\n\n\n

Audit de vente au d\u00e9tail<\/b><\/h3>\n\n\n\n

Audit pour garantir que les programmes et les normes sont mis en \u0153uvre \u00e0 temps, dans leur int\u00e9gralit\u00e9, dans tous les sites (applicables)<\/a>. N'oubliez pas de noter les \u00e9carts. Plus important encore, attribuez des responsabilit\u00e9s dans le plan d'action afin que vous puissiez suivre et surveiller la r\u00e9solution<\/a>.<\/p>\n\n\n\n

Bien que les situations individuelles varient, un audit op\u00e9rationnel de vente au d\u00e9tail aborde souvent certains ou tous les domaines suivants\u00a0:<\/p>\n\n\n\n

    \n
  1. Ext\u00e9rieur du magasin<\/li>\n\n\n\n
  2. Pr\u00e9sentation et marchandisage<\/li>\n\n\n\n
  3. Produits et Pr\u00e9paration<\/li>\n\n\n\n
  4. Service et rapidit\u00e9 du service<\/li>\n\n\n\n
  5. Personnel et formation<\/li>\n\n\n\n
  6. \u00c9quipement<\/li>\n\n\n\n
  7. S\u00e9curit\u00e9, gestion des esp\u00e8ces et pr\u00e9vention des pertes<\/li>\n\n\n\n
  8. Service au volant (le cas \u00e9ch\u00e9ant)<\/li>\n\n\n\n
  9. Promotions<\/li>\n\n\n\n
  10. Arri\u00e8re du magasin et inventaire<\/li>\n\n\n\n
  11. Toilettes<\/li>\n<\/ol>\n\n\n\n

    Pour plus d'informations sur les audits de vente au d\u00e9tail, veuillez consulter Comment cr\u00e9er une liste de contr\u00f4le d'audit de vente au d\u00e9tail<\/a>.<\/p>\n\n\n\n

    La gestion des t\u00e2ches<\/b><\/h3>\n\n\n\n

    Gestion des t\u00e2ches de vente au d\u00e9tail<\/a> est le processus de gestion des t\u00e2ches, notamment la priorit\u00e9, la date d'\u00e9ch\u00e9ance, la distribution granulaire aux destinataires s\u00e9lectionn\u00e9s, les photos de v\u00e9rification, le suivi et les rapports en temps r\u00e9el. La gestion des t\u00e2ches aide les marques de vente au d\u00e9tail et d'h\u00f4tellerie \u00e0 atteindre des objectifs sp\u00e9cifiques gr\u00e2ce \u00e0 la distribution de demandes exploitables et tra\u00e7ables.<\/p>\n\n\n\n

    Rapports<\/b><\/h3>\n\n\n\n

    L'ex\u00e9cution implique la disponibilit\u00e9 de rapports pour suivre pr\u00e9cis\u00e9ment ce qui est termin\u00e9 et ce qui reste \u00e0 faire. Avant tout, les rapports doivent identifier les tendances et r\u00e9p\u00e9ter les inacceptables. De plus, les rapports doivent \u00eatre capables de trouver des mod\u00e8les et d'identifier facilement les meilleurs et les pires domaines fonctionnels, r\u00e9gions, magasins et\/ou op\u00e9rateurs\/gestionnaires.<\/p>\n\n\n\n

    Technologie d'ex\u00e9cution de magasin<\/h2>\n\n\n\n

    Si vous achetez un logiciel d'ex\u00e9cution de magasin ou construit le tien<\/a>? <\/p>\n\n\n\n

    Certaines marques de vente au d\u00e9tail et d\u2019h\u00f4tellerie ont d\u00e9velopp\u00e9 un workflow en interne. Cela implique g\u00e9n\u00e9ralement Excel\u2122, e-mails, appels t\u00e9l\u00e9phoniques<\/a> et une grande quantit\u00e9 de sueur humaine pour compiler les donn\u00e9es collect\u00e9es.<\/p>\n\n\n\n

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

    Les facteurs qui doivent guider votre d\u00e9cision sont les suivants\u00a0:<\/p>\n\n\n\n

      \n
    1. Frais<\/li>\n\n\n\n
    2. Retour sur investissement<\/li>\n\n\n\n
    3. D\u00e9lai de mise sur le march\u00e9 et<\/li>\n\n\n\n
    4. La valeur et les avantages que vous retirerez du logiciel que vous avez choisi.<\/li>\n<\/ol>\n\n\n\n

      Une discussion compl\u00e8te sur l'\u00e9conomie de l'achat par rapport \u00e0 la construction de votre outil d'audit est disponible sur Logiciel d'audit de vente au d\u00e9tail\u00a0: acheter ou construire<\/a>.<\/p>\n\n\n

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

      Ex\u00e9cuter en interne ou sous-traiter\u00a0?<\/h2>\n\n\n\n

      Certaines entreprises, comme Bindy<\/a>, vend des logiciels cl\u00e9s en main adapt\u00e9s aux mobiles et aux tablettes permettant aux d\u00e9taillants, aux fabricants et aux grossistes d'ex\u00e9cuter leurs programmes, d'auditer leurs propres magasins et d'attribuer des t\u00e2ches en interne. D'autres soci\u00e9t\u00e9s proposent un \u00ab service de marchandisage \u00bb, semblable \u00e0 un service de client myst\u00e8re<\/a>, et envoyez des personnes sous contrat auditer vos magasins.<\/p>\n\n\n\n

      Voici les diff\u00e9rences :<\/p>\n\n\n\n

      Ex\u00e9cuter en interne<\/strong><\/p>\n\n\n\n

      Vous devez effectuer des audits en interne si vous disposez des ressources pour le faire, si vous souhaitez contr\u00f4ler la qualit\u00e9 et\/ou si vous ne souhaitez pas externaliser une comp\u00e9tence de base comme l'ex\u00e9cution en magasin.<\/p>\n\n\n\n

      Externaliser l'ex\u00e9cution<\/strong><\/p>\n\n\n\n

      Vous devez effectuer des audits en externe (externaliser), si vous manquez de ressources en interne et si vous n'avez aucun souci de la qualit\u00e9 et de la fiabilit\u00e9 d'un service externalis\u00e9.<\/p>\n\n\n\n

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

      Meilleures pratiques d'ex\u00e9cution en magasin<\/h2>\n\n\n\n

      L'ex\u00e9cution du magasin peut \u00eatre r\u00e9alis\u00e9e en se concentrant sur 10 principes fondamentaux\u00a0:<\/p>\n\n\n\n

        \n
      1. Clart\u00e9<\/li>\n\n\n\n
      2. Le contexte<\/li>\n\n\n\n
      3. Illustration<\/li>\n\n\n\n
      4. Acc\u00e9der<\/li>\n\n\n\n
      5. Participation<\/li>\n\n\n\n
      6. Plan d'action<\/li>\n\n\n\n
      7. Apprentissage continu<\/li>\n\n\n\n
      8. Des hommes et des outils<\/li>\n\n\n\n
      9. Des attentes \u00e9lev\u00e9es<\/li>\n\n\n\n
      10. It\u00e9rations<\/li>\n<\/ol>\n\n\n\n

        Pour une description de chacun, veuillez consulter Dix fa\u00e7ons d'am\u00e9liorer l'ex\u00e9cution en magasin<\/a>.<\/p>\n\n\n\n

        Le guide d\u00e9finitif des audits de vente au d\u00e9tail<\/h2>\n\n\n\n

        Enfin, si vous voulez en savoir plus sur les audits, alors ce guide complet des audits de vente au d\u00e9tail<\/a> est pour les d\u00e9taillants multi-unit\u00e9s est pour vous. Ce guide est destin\u00e9 aux d\u00e9taillants dans des secteurs tels que les restaurants, les d\u00e9panneurs, les pharmacies, les spas et les cliniques, les t\u00e9l\u00e9communications et les d\u00e9taillants d'alcool. De m\u00eame, ce guide aide les op\u00e9rateurs de stationnement et les fabricants ou distributeurs de biens de consommation emball\u00e9s.<\/p>\n\n\n\n

        Si vous avez besoin de collecter ou de valider des donn\u00e9es en magasin, ce guide d\u00e9finitif des audits de vente au d\u00e9tail est fait pour vous\u00a0!<\/p>","protected":false},"excerpt":{"rendered":"

        L'ex\u00e9cution de la vente au d\u00e9tail est l'ensemble des pratiques et des technologies habilitantes responsables de la mise en \u0153uvre compl\u00e8te et opportune des programmes, normes et directives des magasins au niveau du magasin. Une ex\u00e9cution efficace de la vente au d\u00e9tail et de l'h\u00f4tellerie n\u00e9cessite certains composants, en premier lieu la communication, en deuxi\u00e8me lieu la gestion des t\u00e2ches et en troisi\u00e8me lieu les audits\/\u00e9valuations. Dans cet article, nous nous concentrons sur l'objectif, la port\u00e9e et les meilleures pratiques de \u2026 Lire la suite \u2b50 Qu'est-ce que l'ex\u00e9cution au d\u00e9tail ? Objectif, port\u00e9e et meilleures pratiques.<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":60559,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Store Execution: Purpose, Scope And Best Practices","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174194,677174232,677174231],"tags":[55665360,22621804,209029600,49155774,677174032,20386393],"class_list":["post-1267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-bindy","category-retail-task-management","category-retail-execution","tag-retail-audit-2","tag-retail-execution","tag-retail-execution-software","tag-retail-task-management-2","tag-retail-task-management-software","tag-store-execution"],"yoast_head":"\n\u2b50 What is retail Execution? Purpose, Scope and Best Practices.<\/title>\n<meta name=\"description\" content=\"Retail execution is a set of practices and technologies responsible for the timely execution of programs and standards at every store.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/fr\/objectif-dexecution-du-magasin-portee-et-meilleures-pratiques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2b50 What is retail Execution? 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Voici comment mettre en \u0153uvre un programme d'audit de vente au d\u00e9tail en cinq \u00e9tapes\u00a0: \u00c9tape\u00a01\u00a0: Prenons une pause. \u00cates-vous\u2026","rel":"","context":"Dans "\u2b50 Best practices"","block_context":{"text":"\u2b50 Best practices","link":"https:\/\/blog.bindy.com\/fr\/category\/about-bindy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/shutterstock_247832785.jpg?fit=1200%2C784&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/shutterstock_247832785.jpg?fit=1200%2C784&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/shutterstock_247832785.jpg?fit=1200%2C784&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/shutterstock_247832785.jpg?fit=1200%2C784&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/shutterstock_247832785.jpg?fit=1200%2C784&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":66174,"url":"https:\/\/blog.bindy.com\/fr\/best-retail-task-management-software\/","url_meta":{"origin":1267,"position":4},"title":"Meilleur logiciel de gestion des t\u00e2ches pour le commerce de d\u00e9tail","author":"colinchan1","date":"septembre 2, 2025","format":false,"excerpt":"Choisir le bon fournisseur de logiciel de gestion des t\u00e2ches pour le commerce de d\u00e9tail peut propulser votre entreprise, qu'il s'agisse de vente au d\u00e9tail ou d'h\u00f4tellerie-restauration, vers de nouveaux sommets. Pouvoir envoyer des t\u00e2ches sur site en quelques secondes, d\u00e9finir des priorit\u00e9s et des \u00e9ch\u00e9ances, et v\u00e9rifier leur r\u00e9alisation avec des photos change la donne pour une ex\u00e9cution rapide et fiable des t\u00e2ches en magasin.","rel":"","context":"Dans "\ud83d\udcca Retail Audit Software"","block_context":{"text":"\ud83d\udcca Retail Audit Software","link":"https:\/\/blog.bindy.com\/fr\/category\/retail-audit\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/04\/book_cover_retail-task-management.png?fit=800%2C939&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/04\/book_cover_retail-task-management.png?fit=800%2C939&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/04\/book_cover_retail-task-management.png?fit=800%2C939&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/04\/book_cover_retail-task-management.png?fit=800%2C939&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":65281,"url":"https:\/\/blog.bindy.com\/fr\/best-retail-audit-software\/","url_meta":{"origin":1267,"position":5},"title":"Meilleur logiciel d'audit de vente au d\u00e9tail","author":"Bindy","date":"janvier 16, 2025","format":false,"excerpt":"Choisir le bon fournisseur de logiciels d'audit\/d'inspection de points de vente vous permettra d'optimiser votre activit\u00e9, que ce soit dans le commerce de d\u00e9tail ou l'h\u00f4tellerie-restauration. Tout commence par la mise en \u0153uvre de programmes et de normes rigoureux sur chaque site, syst\u00e9matiquement. Gr\u00e2ce \u00e0 des rapports exploitables, des photos, des vid\u00e9os, des signatures et un processus d'am\u00e9lioration continue, vous pouvez faire progresser votre r\u00e9seau de points de vente. 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