{"id":58220,"date":"2023-09-01T08:07:21","date_gmt":"2023-09-01T12:07:21","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=58220"},"modified":"2025-09-03T11:52:08","modified_gmt":"2025-09-03T15:52:08","slug":"quelles-sont-les-normes-de-marque","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/what-are-brand-standards\/","title":{"rendered":"\u2b50 Quelles sont les normes de marque dans le commerce de d\u00e9tail et l\u2019h\u00f4tellerie et pourquoi les mesurer ?"},"content":{"rendered":"<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Les normes de marque couvrent de vastes domaines d&#039;un r\u00e9seau de vente au d\u00e9tail ou d&#039;h\u00f4tellerie, notamment l&#039;image de marque, le service client, l&#039;assortiment de produits, les fournisseurs privil\u00e9gi\u00e9s, le marchandisage, la propret\u00e9, les ressources humaines, la s\u00e9curit\u00e9, la pr\u00e9vention des pertes et la pr\u00e9vention des incendies. Ils r\u00e9gissent la mani\u00e8re dont l&#039;entreprise doit \u00eatre pr\u00e9sent\u00e9e et la mani\u00e8re dont les programmes doivent \u00eatre mis en \u0153uvre.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">La plupart des groupes de vente au d\u00e9tail et d&#039;h\u00f4tellerie communiquent et attendent des franchis\u00e9s et des gestionnaires qu&#039;ils adh\u00e8rent aux normes de la marque. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/fr\/objectif-dexecution-du-magasin-portee-et-meilleures-pratiques\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ex\u00e9cut\u00e9 correctement<\/a>, les standards de la marque font de chaque franchis\u00e9 un ambassadeur de la marque.<\/p>\n\n\n\n<span id=\"about-injection\">\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&#039;EX\u00c9CUTION DES NORMES DE MARQUE PR\u00c9SENTE DE NOMBREUX AVANTAGES<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stimulez les ventes en magasin <a href=\"https:\/\/blog.bindy.com\/fr\/categorie\/marchandisage\/\" target=\"_blank\" rel=\"noreferrer noopener\">marchandisage<\/a><\/li>\n\n\n\n<li>Faire avancer la marque gr\u00e2ce \u00e0 une ex\u00e9cution coh\u00e9rente de l\u2019image de marque et du positionnement<\/li>\n\n\n\n<li><a href=\"https:\/\/blog.bindy.com\/fr\/comment-proteger-la-marque-avec-les-visites-du-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">Prot\u00e9ger la marque<\/a><\/li>\n\n\n\n<li>Prot\u00e9gez la sant\u00e9 et la s\u00e9curit\u00e9 de vos clients et de vos employ\u00e9s<\/li>\n\n\n\n<li>Augmentez la satisfaction des clients. Les clients ont une mani\u00e8re de remercier les magasins et les sites bien tenus : ils reviennent !<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Les marques les plus performantes partagent toutes un trait commun\u00a0: elles fonctionnent mieux que la concurrence. Ne vous laissez pas retenir par des id\u00e9es fausses. Mettre l&#039;accent sur <a href=\"https:\/\/blog.bindy.com\/fr\/objectif-dexecution-du-magasin-portee-et-meilleures-pratiques\/\" target=\"_blank\" rel=\"noreferrer noopener\">ex\u00e9cution des standards de la marque<\/a>, des emplacements et des franchis\u00e9s mieux g\u00e9r\u00e9s et plus rentables.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63505\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/retail-audits-the-definitive-guide\/perfection-brand-standards-green\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"perfection-brand-standards-green\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63505\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Cela semble simple, ou pas ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En apparence, le probl\u00e8me est simple. Il suffit de publier les normes, de les placer sur l\u2019intranet de l\u2019entreprise, de les envoyer aux franchis\u00e9s. Ajoutez des formations. Faites tout cela et les normes de la marque seront respect\u00e9es, n\u2019est-ce pas ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Est-ce que quelque chose n&#039;est jamais aussi facile?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il y a des raisons pour lesquelles&nbsp;<strong>mesure&nbsp;<\/strong>les normes de la marque sont essentielles pour&nbsp;<strong>atteindre&nbsp;<\/strong>Normes de marque. Plongeons-nous dans le sujet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La formation n&#039;est pas suffisante<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La formation est essentielle, mais elle ne garantit pas \u00e0 elle seule le respect des normes de la marque. Le personnel du magasin peut \u00eatre form\u00e9, r\u00e9pondre au questionnaire et r\u00e9ussir le test, mais applique-t-il les comp\u00e9tences acquises l\u00e0 o\u00f9 cela compte, am\u00e9liorant ainsi l&#039;exp\u00e9rience client ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Votre objectif n\u2019est pas de former pour le plaisir de former. Votre objectif est de fournir un produit et un service de qualit\u00e9 sup\u00e9rieure. Est-ce que vous respectez les normes de la marque pour chaque client et invit\u00e9 ? Comment le saurez-vous, \u00e0 moins de le mesurer ?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">La formation est n\u00e9cessaire mais pas suffisante.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63391\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/what-are-brand-standards\/training-not-sufficient-red\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"training-not-sufficient-red\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63391\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-engages-franchisees\">La mesure des normes de marque engage les franchis\u00e9s<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La mesure engage les propri\u00e9taires\/franchis\u00e9s en renfor\u00e7ant continuellement les normes de la marque et les meilleures pratiques. La mesure de la conformit\u00e9 n\u2019est pas une activit\u00e9 passive. Elle incite activement le propri\u00e9taire du magasin ou le franchis\u00e9 \u00e0 se r\u00e9f\u00e9rer continuellement \u00e0 la norme de la marque, au \u00ab score parfait \u00bb, \u00e0 la \u00ab meilleure pratique \u00bb et \u00e0 mettre l\u2019\u00e9tablissement sur la voie de l\u2019am\u00e9lioration continue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-shapes-operations\">La mesure des normes de marque fa\u00e7onne les op\u00e9rations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mesure en<a href=\"https:\/\/blog.bindy.com\/fr\/comment-creer-une-liste-de-controle-daudit-de-vente-au-detail\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;formulaire \u00e9lectronique<\/a>&nbsp;permet au si\u00e8ge social de transformer les donn\u00e9es en informations exploitables\u00a0: rep\u00e9rer les tendances, les probl\u00e8mes, les am\u00e9liorations et r\u00e9p\u00e9ter les \u00e9l\u00e9ments inacceptables.&nbsp;<a href=\"https:\/\/bindy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bindy<\/a>&nbsp;les clients mettent souvent \u00e0 jour leurs programmes et leurs normes en r\u00e9ponse aux preuves de terrain qu&#039;ils ont collect\u00e9es. Peut-\u00eatre qu\u2019une formation suppl\u00e9mentaire est n\u00e9cessaire dans des domaines sp\u00e9cifiques ou que de nouvelles normes ou lignes directrices doivent \u00eatre adopt\u00e9es.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Les mesures permettent au si\u00e8ge social d\u2019avoir \u00ab les yeux sur le terrain \u00bb et de fa\u00e7onner votre feuille de route op\u00e9rationnelle.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/bindy.com\/products\/retail-audit\/\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/auditor_works_here_800.png?w=700&amp;ssl=1\" alt=\"Audit de vente au d\u00e9tail du directeur de district dans un magasin avec une tablette\" class=\"wp-image-12477\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-boosts-the-customer-experience\">Mesurer les standards de la marque am\u00e9liore l&#039;exp\u00e9rience client<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les normes de la marque ne sont pas une chose \u00abse sentir bien\u00bb. Ils signifient des magasins plus l\u00e9gers, plus propres et plus efficaces. Les clients ont une fa\u00e7on de remercier les magasins qui sont propres et efficaces, ils reviennent\u00a0! Les normes de la marque sont la raison pour laquelle vos clients reviennent ou non. Assurez-vous de les mesurer.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1251\" height=\"1042\" data-attachment-id=\"59813\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/customer-complaints-are-your-friend-how-do-you-treat-your-friends\/bindy-infographic-fnl-cust-exp-hr\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?fit=1251%2C1042&amp;ssl=1\" data-orig-size=\"1251,1042\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Bindy-Infographic &amp;#8211; FNL-Cust exp-HR\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?fit=700%2C583&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=700%2C583&amp;ssl=1\" alt=\"Exp\u00e9rience client\" class=\"wp-image-59813\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?w=1251&amp;ssl=1 1251w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=300%2C250&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=1024%2C853&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=768%2C640&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=14%2C12&amp;ssl=1 14w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=1200%2C1000&amp;ssl=1 1200w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=700%2C583&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=480%2C400&amp;ssl=1 480w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-boosts-sales\">La mesure des standards de marque stimule les ventes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les \u00e9tudes de march\u00e9 sugg\u00e8rent que la non-conformit\u00e9 aux programmes en magasin co\u00fbte \u00e0 l&#039;industrie de la vente au d\u00e9tail 1% de ventes brutes. Tout comme la mesure engendre la conformit\u00e9, la conformit\u00e9 engendre les ventes. En savoir plus sur le&nbsp;<a href=\"https:\/\/blog.bindy.com\/fr\/the-cost-of-non-compliance\/\">co\u00fbt de la non-conformit\u00e9<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vous devez MESURER les normes de la marque<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">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&nbsp;<a href=\"https:\/\/blog.bindy.com\/fr\/quest-ce-quun-audit-de-vente-au-detail\/\" target=\"_blank\" rel=\"noreferrer noopener\">Audit<\/a>, v\u00e9rification et&nbsp;<a href=\"https:\/\/blog.bindy.com\/fr\/le-puissant-plan-daction\/\" target=\"_blank\" rel=\"noreferrer noopener\">correction<\/a>.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">La communication et l\u2019ex\u00e9cution des programmes et des normes se situent sur le m\u00eame spectre. Des marques \u00e0 succ\u00e8s&nbsp;<a href=\"https:\/\/blog.bindy.com\/fr\/le-flux-de-travail-de-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\">construire des workflows autour du principe d&#039;apprentissage et de validation continus<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mesurez ce que vous communiquez afin que les normes de la marque soient communiqu\u00e9es, renforc\u00e9es et mesur\u00e9es \u00e0 l\u2019aide d\u2019une \u00e9chelle coh\u00e9rente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les mesures permettent \u00e9galement des analyses et des rapports au si\u00e8ge social pour aider \u00e0 g\u00e9rer l&#039;entreprise et \u00e0 faire avancer la marque.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"490\" data-attachment-id=\"60515\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/screen-compo-combo_screens-layed-out-zoomed-1000\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?fit=800%2C560&amp;ssl=1\" data-orig-size=\"800,560\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Screen compo-Combo_Screens-layed out zoomed-1000\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?fit=700%2C490&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=700%2C490&#038;ssl=1\" alt=\"\" class=\"wp-image-60515\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=300%2C210&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=768%2C538&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=18%2C12&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=700%2C490&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=571%2C400&amp;ssl=1 571w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Excel vous retient<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Utilisant<a href=\"https:\/\/blog.bindy.com\/fr\/excel-email-vs-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Excel et courrier \u00e9lectronique<\/a> La mise en place de normes de marque est lente, sujette aux erreurs et demande beaucoup de travail. Elle prive \u00e9galement l&#039;organisation des analyses dont elle a besoin pour prendre des d\u00e9cisions commerciales \u00e9clair\u00e9es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/fr\/excel-email-vs-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Excel n&#039;est pas un syst\u00e8me de gestion et ne vous aidera pas \u00e0 atteindre les normes de marque \u00e0 grande \u00e9chelle<\/a>. Cela n\u2019aide pas votre entreprise, cela la freine.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"attachment noopener wp-att-12477\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63372\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/excel-email-vs-bindy-2-2-2\/excel-vs-bindy-grey\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"excel-vs-bindy-grey\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63372\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Les achats myst\u00e8res ne suffisent pas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La visite d&#039;un directeur de district est de nature \u00e9ducative et pr\u00e9ventive. Ce processus garantit que les emplacements sont efficaces, s\u00fbrs, rentables et pr\u00eats pour le client. Ceci est essentiel car, contrairement aux visites myst\u00e8res, une visite dirig\u00e9e par un directeur de district peut v\u00e9rifier les op\u00e9rations et pr\u00e9venir les probl\u00e8mes. <em>avant de<\/em> ils arrivent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le directeur de district n&#039;inspecte pas strictement le r\u00e9sultat, il v\u00e9rifie que le processus lui-m\u00eame est propice \u00e0 un r\u00e9sultat positif.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63398\" data-permalink=\"https:\/\/blog.bindy.com\/fr\/mystery-shoppers-vs-district-manager-led-audits\/mystery-shopping-blue\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mystery-shopping-blue\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63398\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Une exp\u00e9rience client positive ne se produit pas dans le vide. Cela se produit lorsque toutes les parties de la machine d&#039;exploitation fonctionnent bien individuellement et ensemble.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/fr\/clients-mysteres-vs-audits-menes-par-les-directeurs-de-district\/\" target=\"_blank\" rel=\"noreferrer noopener\">Un programme d&#039;achats myst\u00e8res ne remplace pas les programmes de communication et d&#039;inspection internes.<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le dernier mot<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les normes de marque pr\u00e9sentent de nombreux avantages, notamment des ventes plus \u00e9lev\u00e9es, des marges plus \u00e9lev\u00e9es, la sant\u00e9 et la s\u00e9curit\u00e9 et une exp\u00e9rience client am\u00e9lior\u00e9e. Mais si vous voulez les atteindre, vous devez \u00eatre pr\u00eat \u00e0 les mesurer, \u00e0 les suivre et \u00e0 y rem\u00e9dier. Ce cercle vertueux de conformit\u00e9 rendra votre entreprise de vente au d\u00e9tail et d&#039;h\u00f4tellerie plus efficace, plus rentable et augmentera la satisfaction des clients, les recommandations et les avis 5 \u00e9toiles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Les normes de marque couvrent de vastes domaines d&#039;un r\u00e9seau de vente au d\u00e9tail ou d&#039;h\u00f4tellerie, notamment l&#039;image de marque, le service client, l&#039;assortiment de produits, les fournisseurs privil\u00e9gi\u00e9s, le marchandisage, la propret\u00e9, les ressources humaines, la s\u00e9curit\u00e9, la pr\u00e9vention des pertes et la pr\u00e9vention des incendies. Ils r\u00e9gissent la mani\u00e8re dont l\u2019entreprise doit \u00eatre pr\u00e9sent\u00e9e et la mani\u00e8re dont les programmes doivent \u00eatre mis en \u0153uvre. La plupart des groupes de vente au d\u00e9tail et d\u2019h\u00f4tellerie communiquent et attendent des franchis\u00e9s et des managers qu\u2019ils\u2026 <a href=\"https:\/\/blog.bindy.com\/fr\/what-are-brand-standards\/\" class=\"more-link\">Lire la suite <span class=\"screen-reader-text\">\u2b50 Quelles sont les normes de marque dans le commerce de d\u00e9tail et l\u2019h\u00f4tellerie et pourquoi les mesurer ?<\/span> <span class=\"meta-nav\">\u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":25825,"comment_status":"open","ping_status":"closed","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":true,"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":[677174194,677174230,677174188],"tags":[677174208,677174267,55665360],"class_list":["post-58220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-bindy","category-brand-standards","category-hotel-3","tag-brand-standards","tag-hotel-audit","tag-retail-audit-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2b50 What Are Brand Standards in Retail and Hospitality and Why Measure Them?<\/title>\n<meta name=\"description\" content=\"The purpose and many benefits of brand standards in retail and hospitality, and why you should measure them.\" \/>\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\/quelles-sont-les-normes-de-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2b50 What Are Brand Standards in Retail and Hospitality and Why Measure Them?\" \/>\n<meta property=\"og:description\" content=\"The purpose and many benefits of brand standards in retail and hospitality, and why you should measure them.\" \/>\n<meta property=\"og:url\" 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Les normes de la marque existent pour une raison\u00a0: elles prot\u00e8gent l&#039;image de marque et rendent les sites plus attractifs pour les clients et plus rentables.","rel":"","context":"Dans &quot;\u2b50 Best practices&quot;","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\/AdobeStock_66713802.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/AdobeStock_66713802.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/AdobeStock_66713802.jpeg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/AdobeStock_66713802.jpeg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/AdobeStock_66713802.jpeg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":955,"url":"https:\/\/blog.bindy.com\/fr\/dont-sweat-the-score-seize-the-opportunity\/","url_meta":{"origin":58220,"position":5},"title":"\u2b50 Ne vous inqui\u00e9tez pas du score d&#039;audit de vente au d\u00e9tail, saisissez l&#039;opportunit\u00e9","author":"Bindy","date":"avril 1, 2023","format":false,"excerpt":"L&#039;attribution de points aux points d&#039;inspection est une pratique courante lors des audits dans le commerce de d\u00e9tail et l&#039;h\u00f4tellerie-restauration. L&#039;objectif est d&#039;obtenir une note globale pour le site et une indication de sa conformit\u00e9 \u00e0 un programme ou \u00e0 un ensemble de normes. Cependant, la notation d&#039;un site peut susciter des r\u00e9actions inattendues de la part des\u2026","rel":"","context":"Dans &quot;\u2b50 Best practices&quot;","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\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/posts\/58220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/users\/6370623"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/comments?post=58220"}],"version-history":[{"count":32,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/posts\/58220\/revisions"}],"predecessor-version":[{"id":66225,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/posts\/58220\/revisions\/66225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/media\/25825"}],"wp:attachment":[{"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/media?parent=58220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/categories?post=58220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bindy.com\/fr\/wp-json\/wp\/v2\/tags?post=58220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}