{"id":4971,"date":"2021-10-26T15:15:59","date_gmt":"2021-10-26T20:15:59","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=4971"},"modified":"2024-11-28T14:46:59","modified_gmt":"2024-11-28T19:46:59","slug":"10-erreurs-de-merchandising-commises-par-les-detaillants-qui-font-perdre-des-ventes","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/10-erreurs-de-merchandising-commises-par-les-detaillants-qui-font-perdre-des-ventes\/","title":{"rendered":"10 erreurs de marchandisage que les d\u00e9taillants commettent et qui font perdre des ventes"},"content":{"rendered":"

Les besoins des clients doivent \u00eatre une priorit\u00e9 pour le marchandisage en magasin. Bien que les bons produits et les bons prix soient importants, ce sont les clients qui font la diff\u00e9rence. Sans une combinaison de nouveaux clients et de clients fid\u00e8les, les commerces de d\u00e9tail \u00e9chouent. Selon le Bureau of Labor Statistics, environ les deux tiers des entreprises avec des employ\u00e9s ne survivent qu'environ deux ans. Pour augmenter le taux de survie de votre entreprise, il est essentiel d'\u00e9viter certaines erreurs de marchandisage.<\/p>\n\n\n\n

1. Produits cach\u00e9s<\/strong><\/h2>\n\n\n\n

Les magasins physiques luttent quotidiennement pour rivaliser avec les options de vente au d\u00e9tail en ligne - un clic, deux clics et boum, l'article exact recherch\u00e9 est maintenant en route pour la livraison. Lorsque les clients choisissent de se rendre dans un magasin physique, trouver l'article qu'ils souhaitent ne devrait jamais \u00eatre un probl\u00e8me ni prendre trop de temps. Si les clients doivent deviner o\u00f9 se trouvent les articles, les taux de conversion chutent. Des regroupements naturels, une signalisation facile \u00e0 lire et des affichages clairs sont trois des moyens les plus simples d'augmenter la visibilit\u00e9 d'un produit. <\/p>\n\n\n\n

\"\"
Cr\u00e9dit photo : Shutterstock<\/figcaption><\/figure>\n\n\n\n

2. Probl\u00e8mes de flux de trafic<\/strong><\/h2>\n\n\n\n

Les all\u00e9es qui semblent bond\u00e9es en raison d'\u00e9talages volumineux ou de tables de vente qui engorgent les zones de passage sont les principales causes des probl\u00e8mes de circulation. Les clients ayant des besoins sp\u00e9ciaux ou les soignants avec des poussettes peuvent-ils facilement naviguer dans votre magasin\u00a0?<\/p>\n\n\n\n

Les clients doivent se d\u00e9placer dans l\u2019espace avec suffisamment d\u2019espace pour s\u2019arr\u00eater et regarder les articles expos\u00e9s. Rationalisez avec des meubles d'affichage et du mat\u00e9riel \u00e9l\u00e9gants et modulaires personnalis\u00e9s pour s'adapter \u00e0 votre espace.<\/p>\n\n\n\n

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

3. Mauvais service client<\/strong><\/h2>\n\n\n\n

Un service client m\u00e9diocre affecte directement les ventes, en particulier lorsque les employ\u00e9s sont impolis, sarcastiques ou irrespectueux. Ce comportement peut \u00e9videmment \u00e9loigner les clients, peu importe \u00e0 quel point les pr\u00e9sentoirs ou les produits sont incroyables.<\/p>\n\n\n\n

L'indiff\u00e9rence envers les clients ainsi que le fait de ne pas conna\u00eetre les produits et services du magasin nuiront \u00e0 vos r\u00e9sultats. De plus, ne pas ouvrir le magasin \u00e0 temps, fermer t\u00f4t et ne pas fournir le personnel ad\u00e9quat pendant les p\u00e9riodes de pointe sont des erreurs fr\u00e9quentes commises par les d\u00e9taillants.<\/p>\n\n\n\n

\"\"
Cr\u00e9dit photo : Shutterstock<\/figcaption><\/figure>\n\n\n\n

4. Budget inad\u00e9quat pour les \u00e9crans<\/strong><\/h2>\n\n\n\n

Un plan de marchandisage solide pour votre magasin de d\u00e9tail est indispensable, mais il doit aller au-del\u00e0 d'un syst\u00e8me de planification pour les r\u00e9approvisionnements, l'acquisition de nouveaux articles et les d\u00e9marques. Un budget complet pour les affichages comprend des \u00e9l\u00e9ments tels que la signalisation, les accessoires, l'\u00e9clairage et les luminaires qui vont des accessoires de slatwall aux syst\u00e8mes d'\u00e9tag\u00e8res murales.<\/p>\n\n\n\n

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

Gardez les composants d'affichage \u00e0 jour et en bon \u00e9tat avec des remplacements si n\u00e9cessaire. Vos affichages en magasin ont un r\u00e9el pouvoir de cr\u00e9ation de conversions, mais si leurs composants ne sont pas \u00e0 la hauteur, les ventes chutent \u00e0 plat. <\/p>\n\n\n\n

5. Affichages d\u00e9routants<\/strong><\/h2>\n\n\n\n

Si le client ne peut pas comprendre quel article, marque ou service est pr\u00e9sent\u00e9, votre affichage doit \u00eatre retravaill\u00e9. Les pr\u00e9sentoirs peuvent raconter une histoire, \u00eatre simplistes, artistiques ou regrouper des \u00e9l\u00e9ments similaires, mais le but doit \u00eatre clair.<\/p>\n\n\n\n

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

6. <\/strong>Affichages stagnants<\/strong><\/h2>\n\n\n\n

Ne pas changer assez souvent les \u00e9talages des magasins est une erreur courante. Remplacez rapidement tous les affichages sp\u00e9cifiques \u00e0 une date ou \u00e0 une saison, que ce soit pour des vacances ou des promotions. Gardez une trace de l'engagement des clients avec les nouveaux et les anciens affichages. Si l'un ne fonctionne pas, changez-le. Enfin, mettez r\u00e9guli\u00e8rement \u00e0 jour la signalisation et envisagez d'int\u00e9grer la technologie pour encourager l'interaction des clients avec l'affichage.<\/p>\n\n\n\n

7. Probl\u00e8mes de signalisation<\/strong><\/h2>\n\n\n\n

Les panneaux d'affichage et\/ou toute signalisation g\u00e9n\u00e9rale de magasin - en particulier les cartes - doivent \u00eatre clairs et faciles \u00e0 lire. \u00c9vitez les polices fleuries et une taille en points trop petite. Mesurez toujours la signalisation - des panneaux trop grands peuvent \u00e9clipser un affichage et nuire au produit.<\/p>\n\n\n\n

\"\"
Cr\u00e9dit photo : Shutterstock<\/figcaption><\/figure>\n\n\n\n

Une autre erreur courante consiste \u00e0 essayer de recycler trop souvent les panneaux. La r\u00e9utilisation de la signalisation peut aider \u00e0 un budget et \u00eatre b\u00e9n\u00e9fique pour l'environnement. Cependant, lorsque les panneaux sont en lambeaux et ne sont plus attrayants, il est temps d'investir dans de nouveaux.<\/p>\n\n\n\n

8. Mauvais entretien m\u00e9nager<\/strong><\/h2>\n\n\n\n

Promenez-vous dans l'espace de vente au d\u00e9tail et visualisez-le strictement du point de vue du client. \u00c0 quel point est-il propre - vraiment\u00a0? Il est essentiel que l'entretien m\u00e9nager g\u00e9n\u00e9ral tel que passer l'aspirateur, \u00e9pousseter et nettoyer les fen\u00eatres et les miroirs soit effectu\u00e9 quotidiennement. Les clients ne veulent pas saisir un article en rayon et repartir avec les doigts poussi\u00e9reux.<\/p>\n\n\n\n

D'autres probl\u00e8mes \u00e0 rechercher sont les \u00e9crans avec des pi\u00e8ces cass\u00e9es ou manquantes, les lumi\u00e8res qui doivent \u00eatre remplac\u00e9es, les autocollants qui se d\u00e9collent, les panneaux d\u00e9color\u00e9s ou les tapis effiloch\u00e9s qui peuvent devenir un risque de tr\u00e9buchement. C'est l\u00e0 que le audit de vente au d\u00e9tail<\/a> Les audits de vente au d\u00e9tail entra\u00eenent une plus grande conformit\u00e9 aux normes de la marque et aident \u00e0 r\u00e9soudre les probl\u00e8mes avant qu'ils n'affectent les r\u00e9sultats.<\/p>\n\n\n\n

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

9. Ne pas maximiser la zone de paiement<\/strong><\/h2>\n\n\n\n

Une fois que les clients entrent dans la zone de paiement, ils sont susceptibles de faire leur achat, mais maximisez-vous cet espace\u00a0? Tirez parti de l'espace de caisse en cr\u00e9ant une atmosph\u00e8re calme et bien \u00e9clair\u00e9e. Affichez les articles nouveaux ou populaires sur le mur derri\u00e8re la caisse et assurez-vous que les associ\u00e9s peuvent r\u00e9pondre aux questions sur ces articles.<\/p>\n\n\n\n

Ne submergez pas le client avec trop de produits compl\u00e9mentaires affich\u00e9s sur le comptoir ou dans l'all\u00e9e de la caisse. Les clients s'attendent \u00e0 ce que les articles impulsifs soient dans ce domaine, mais un trop grand nombre peut cr\u00e9er une fatigue d\u00e9cisionnelle.<\/p>\n\n\n\n

10. Affichages de fen\u00eatre sous-utilis\u00e9s<\/strong><\/h2>\n\n\n\n

Les vitrines ont le pouvoir d'attirer de nouveaux clients et d'inciter les habitu\u00e9s \u00e0 d\u00e9couvrir les derniers produits. Des \u00e9crans faiblement \u00e9clair\u00e9s, des fen\u00eatres encombr\u00e9es ou des pr\u00e9sentations visuelles qui n'ont pas \u00e9t\u00e9 modifi\u00e9es depuis des semaines ne feront pas le travail.<\/p>\n\n\n\n

Comptez sur des pi\u00e8ces modulaires telles que des pr\u00e9sentoirs suspendus pour utiliser pleinement l'espace - attirant l'\u0153il de haut en bas - ou des pr\u00e9sentoirs \u00e0 hauteur variable pour cr\u00e9er plus d'int\u00e9r\u00eat visuel.<\/p>\n\n\n\n

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

De simples changements peuvent faire une \u00e9norme diff\u00e9rence pour un magasin. Rien ne garantit un succ\u00e8s instantan\u00e9, mais \u00e9viter ces 10 erreurs courantes peut vraiment aider. De l'am\u00e9lioration du service client aux pr\u00e9sentoirs puissants, il est temps de repenser vos strat\u00e9gies de marchandisage.<\/p>\n\n\n\n

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

Biographie de l'auteur\u00a0:<\/em><\/strong> Amit Adler est vice-pr\u00e9sident des ventes chez UDIZINE<\/a>, cr\u00e9\u00e9e en 1995 et distingu\u00e9e internationalement pour la diversit\u00e9 de ses syst\u00e8mes d'affichage. Adler a une formation en ventes internationales et en d\u00e9veloppement des affaires. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

Les besoins des clients doivent \u00eatre une priorit\u00e9 pour le marchandisage en magasin. Bien que les bons produits et les bons prix soient importants, ce sont les clients qui font la diff\u00e9rence. Sans une combinaison de nouveaux clients et de clients fid\u00e8les, les commerces de d\u00e9tail \u00e9chouent. Selon le Bureau of Labor Statistics, environ les deux tiers des entreprises avec des employ\u00e9s ne survivent qu'environ deux ans. \u00c0 \u2026 Lire la suite 10 erreurs de marchandisage que les d\u00e9taillants commettent et qui font perdre des ventes<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":61564,"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_post_was_ever_published":false,"_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},"categories":[49417],"tags":[677173885,677173883,7094],"class_list":["post-4971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-merchandising","tag-merchandising","tag-retail","tag-sales"],"yoast_head":"\n10 Merchandising Mistakes Retailers Make That Lose Sales<\/title>\n<meta name=\"description\" content=\"To increase the survival rate for your business, it\u2019s essential to avoid certain merchandising mistakes. 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