{"id":1864,"date":"2023-08-25T15:15:00","date_gmt":"2023-08-25T19:15:00","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1864"},"modified":"2025-08-19T14:20:01","modified_gmt":"2025-08-19T18:20:01","slug":"etude-de-cas-sur-la-facon-dont-un-cpg-a-utilise-un-logiciel-de-terrain-pour-mettre-en-oeuvre-une-conversion-de-marchandisage-dans-3-200-restaurants","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda \u00c9tude de cas : Comment un CPG a utilis\u00e9 Bindy pour mettre en \u0153uvre une conversion de marchandisage dans 3\u00a0200 restaurants"},"content":{"rendered":"

Chaque fois qu'un CPG se pr\u00e9pare \u00e0 une refonte de ses promotions ou de son merchandising, les d\u00e9fis sont in\u00e9vitables, m\u00eame apr\u00e8s des mois de planification. Cela implique de coordonner les \u00e9quipes locales, de s'assurer que les produits et la signal\u00e9tique de chaque emplacement sont compatibles avec chaque format de restaurant, de garantir la conformit\u00e9 et de v\u00e9rifier l'ex\u00e9cution.<\/p>\n\n\n\n

Que faites-vous lorsqu\u2019il s\u2019agit de 3\u00a0200 emplacements et que cela doit \u00eatre fait et v\u00e9rifi\u00e9 en quelques jours\u00a0?<\/p>\n\n\n\n

Client<\/h2>\n\n\n\n

Entreprise internationale de produits emball\u00e9s, restauration.<\/p>\n\n\n\n

D\u00e9fi : conversion merchandising sur 3 200 sites<\/h2>\n\n\n\n

L'une des plus grandes entreprises mondiales de biens de consommation emball\u00e9s (ci-apr\u00e8s d\u00e9nomm\u00e9e \u00ab\u00a0CPG\u00a0\u00bb) a \u00e9t\u00e9 contact\u00e9e Bindy<\/a> avec un probl\u00e8me. Ils avaient conclu un accord avec un grand groupe de restauration rapide (ci-apr\u00e8s \u00ab QSR \u00bb) pour que leurs produits soient r\u00e9f\u00e9renc\u00e9s dans 3 200 restaurants. Le CPG afficherait ses produits \u00e0 la place des produits d'un concurrent cl\u00e9. Ils devaient g\u00e9rer une conversion merchandising dans 3 200 restaurants en quelques semaines.<\/p>\n\n\n\n

Comment pourraient-ils collecter des informations au niveau du magasin \u00e0 l'avance, mettre en \u0153uvre la conversion, puis inspecter \u00e0 nouveau tous les magasins une fois termin\u00e9\u00a0? Comment pouvaient-ils s'assurer que chaque magasin \u00e9tait converti et que chaque activit\u00e9 de merchandising avait lieu, \u00e0 temps, dans son int\u00e9gralit\u00e9, sur tous les sites\u00a0?<\/p>\n\n\n\n

Conditions<\/h2>\n\n\n\n

Le d\u00e9lai de mise sur le march\u00e9 \u00e9tait essentiel au succ\u00e8s du programme. La CPG \u00e9tait particuli\u00e8rement int\u00e9ress\u00e9e par le d\u00e9ploiement d'un solution pr\u00eate pour le terrain<\/a>, sous quelques jours. Ils voulaient utiliser leur propre \u00e9quipe et leur \u00e9quipement existant (un m\u00e9lange de smartphones, tablettes et ordinateurs portables \u00e0 apporter et appartenant \u00e0 l'entreprise). De plus, la solution devait fonctionner et \u00e9voluer d\u00e8s le d\u00e9part. Cela comprenait la convivialit\u00e9 dans 6 fuseaux horaires et 3 200 magasins.<\/p>\n\n\n\n

Dans un premier temps, le CPG a envisag\u00e9 des solutions \u00ab maison \u00bb (Excel, courrier \u00e9lectronique<\/a>) et des solutions d'enqu\u00eate g\u00e9n\u00e9riques (SurveyMonkey\u2122). Cependant, ces options de solution ont \u00e9t\u00e9 jug\u00e9es trop lentes, trop gourmandes en main-d'\u0153uvre et trop sujettes aux erreurs pour r\u00e9pondre aux exigences commerciales en mati\u00e8re de rapidit\u00e9 et de pr\u00e9cision de l'ex\u00e9cution du merchandising.<\/p>\n\n\n\n

Configuration de la solution<\/h2>\n\n\n\n

Apr\u00e8s avoir re\u00e7u l'inscription du CPG, l'\u00e9quipe de Bindy a programm\u00e9 une conf\u00e9rence Web pour d\u00e9mo du logiciel<\/a> et workflow aux parties prenantes du projet. Sur la base de la d\u00e9mo, le CPG a d\u00e9termin\u00e9 que la solution \u00e9tait bien adapt\u00e9e \u00e0 ses besoins. Ensuite, Bindy a fourni un "tout compris" annuel Devis<\/a> qui respectait le budget. Enfin, le CPG a demand\u00e9 un essai gratuit.<\/p>\n\n\n\n

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

En quelques heures, le CPG avait, en grande partie \u00e0 lui seul :<\/p>\n\n\n\n

1. T\u00e9l\u00e9chargement de plus de 3 200 emplacements sur le syst\u00e8me \u00e0 l'aide des capacit\u00e9s de t\u00e9l\u00e9chargement int\u00e9gr\u00e9es de Bindy. Bindy a automatiquement g\u00e9ocod\u00e9 les emplacements.<\/p>\n\n\n\n

2. Cr\u00e9ation d'une hi\u00e9rarchie nationale compl\u00e8te des directeurs r\u00e9gionaux et des repr\u00e9sentants des ventes sur le terrain. Ils ont assign\u00e9 des utilisateurs \u00e0 des emplacements sp\u00e9cifiques, et les utilisateurs pouvaient se connecter imm\u00e9diatement \u00e0 leurs comptes Bindy.<\/p>\n\n\n\n

3. Impl\u00e9mentation de leurs propres r\u00e8gles m\u00e9tier, flux de travail et \u00e9tiquettes.<\/p>\n\n\n

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

Merchandising CONVERSION Ex\u00e9cution de la solution<\/h2>\n\n\n\n

Ensuite, le CPG a cr\u00e9\u00e9 un certain nombre de formulaires pour recueillir des informations au niveau des magasins \u00e0 diff\u00e9rentes phases du programme. Le programme comportait 3 phases :<\/p>\n\n\n\n

Premi\u00e8re phase<\/strong>
Sondage en magasin<\/a> et l'\u00e9tablissement des faits dans chacun des 3 200 emplacements. L'objectif \u00e9tait de collecter des donn\u00e9es avant la conversion. Cela consistait \u00e0 v\u00e9rifier les coordonn\u00e9es du personnel du magasin, l'\u00e9quipement, le stationnement et les options de livraison.<\/p>\n\n\n\n

De plus, ils ont pris des dizaines de milliers de photos et ont joint des photos \u00e0 chaque visite afin de documenter l'environnement et la configuration de marchandisage de chaque emplacement. Bindy a aid\u00e9 cette phase avec des cartes int\u00e9gr\u00e9es, la g\u00e9olocalisation et la possibilit\u00e9 de se concentrer sur les magasins \u00e0 proximit\u00e9. De cette fa\u00e7on, le CPG pouvait facilement voir les magasins qui n\u00e9cessitaient encore une visite.<\/p>\n\n\n\n

Phase deux<\/strong>
Sondage t\u00e9l\u00e9phonique par les repr\u00e9sentants commerciaux du si\u00e8ge social dans chacun des 3 200 emplacements. Sur la base des donn\u00e9es recueillies lors de la premi\u00e8re phase, l'objectif de la deuxi\u00e8me phase \u00e9tait de confirmer les d\u00e9tails de la conversion \u00e0 venir, tels que l'\u00e9quipement \u00e0 \u00e9changer et la date r\u00e9elle de la conversion.<\/p>\n\n\n\n

Phase trois<\/strong>
Enqu\u00eate post-mise en \u0153uvre \u00e0 chacun des 3 200 emplacements. L'objectif \u00e9tait d'obtenir des commentaires et des informations sur le d\u00e9roulement du processus de conversion. La conversion a-t-elle \u00e9t\u00e9 bien faite, \u00e0 temps et de la mani\u00e8re la moins perturbatrice possible\u00a0? CPG a utilis\u00e9 les rapports int\u00e9gr\u00e9s pour d\u00e9couvrir ce qui a fonctionn\u00e9 et ce qui n'a pas fonctionn\u00e9, o\u00f9 et quand, sous forme brute et agr\u00e9g\u00e9e.<\/p>\n\n\n\n

Conclusion de la conversion marchandisage<\/h2>\n\n\n\n

Utilisant une approche mature, moderne et outil logiciel pr\u00eat pour le terrain <\/a>a permis \u00e0 une grande entreprise de biens de consommation emball\u00e9s de pr\u00e9parer et d'analyser facilement les r\u00e9sultats d'un programme cl\u00e9 de conversion de marchandisage dans 3\u00a0200\u00a0magasins r\u00e9partis sur 6\u00a0fuseaux horaires.<\/p>\n\n\n\n

Ils ont visit\u00e9 des milliers d'endroits, effectu\u00e9 des milliers d'audits, captur\u00e9 des dizaines de milliers de photos et l'ont mis en place en quelques heures et jours, et non en semaines et mois. Le co\u00fbt \u00e9tait minime. Les r\u00e9sultats du programme de conversion du marchandisage sont arriv\u00e9s imm\u00e9diatement.<\/p>\n\n\n\n

Bindy a permis au CPG de mettre sur le march\u00e9 un programme de merchandising cl\u00e9 en un temps record et avec une grande pr\u00e9cision.<\/p>","protected":false},"excerpt":{"rendered":"

Chaque fois qu'un CPG se pr\u00e9pare \u00e0 une refonte de ses promotions ou de son merchandising, les d\u00e9fis sont in\u00e9vitables, m\u00eame apr\u00e8s des mois de planification. Cela implique de coordonner les \u00e9quipes locales, de s'assurer que les produits et la signal\u00e9tique de chaque emplacement sont compatibles avec chaque format de restaurant, de garantir la conformit\u00e9 et de v\u00e9rifier l'ex\u00e9cution. Que faites-vous lorsqu'il s'agit de 3 200 emplacements et que cela \u2026 Lire la suite \ud83d\udcda \u00c9tude de cas : Comment un CPG a utilis\u00e9 Bindy pour mettre en \u0153uvre une conversion de marchandisage dans 3\u00a0200 restaurants<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10071,"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_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","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":[319730,49417,15241,11682095],"tags":[124272271,124115995,430450308,446333502],"class_list":["post-1864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-qsr","category-merchandising","category-case-study","category-cpgs","tag-merchandising-audit","tag-merchandising-checklist","tag-merchandising-execution","tag-qsr-merchandising"],"yoast_head":"\n\ud83d\udcda 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