{"id":17027,"date":"2017-02-14T16:01:37","date_gmt":"2017-02-14T16:01:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/lapproche-omni-canal-desprit-porte-ses-fruits-2\/"},"modified":"2017-02-14T16:01:37","modified_gmt":"2017-02-14T16:01:37","slug":"lapproche-omni-canal-desprit-porte-ses-fruits-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/lapproche-omni-canal-desprit-porte-ses-fruits-2\/","title":{"rendered":"\u00ab L\u2019approche omni-canal d\u2019Esprit porte ses fruits \u00bb"},"content":{"rendered":"<p>Gr\u00e2ce \u00e0 la combinaison gagnante d\u2019une int\u00e9gration verticale et d\u2019une strat\u00e9gie omni-canal pouss\u00e9e, <strong>Esprit <\/strong>a r\u00e9ussi son repositionnement.\u00a0 Apr\u00e8s quelques fermetures de magasins, l\u2019heure est \u00e0 nouveau \u00e0 l\u2019expansion.<\/p>\n<p><!--break--><\/p>\n<h2>Revirement<\/h2>\n<p>Esprit vient de rouvrir son magasin enti\u00e8rement r\u00e9nov\u00e9 de la gare de Bruxelles-Midi. Cet investissement illustre le nouvel \u00e9lan avec lequel la marque de mode aborde le march\u00e9 depuis quelques ann\u00e9es : le label a reconquis sa place. Apr\u00e8s un revirement strat\u00e9gique et quelques fermetures de magasins, la croissance est \u00e0 nouveau au programme.<\/p>\n<p>\nErica Snepvangers, head of retail et country coordinator BeLux chez Esprit depuis un an et demi, se dit enthousiaste : \u00ab J\u2019ai commenc\u00e9 durant une p\u00e9riode de grand changement, mais je constate que nous avons choisi la bonne voie. Malgr\u00e9 des circonstances particuli\u00e8rement difficiles, nous sommes parvenus \u00e0 augmenter notre chiffre d\u2019affaires de 2% l\u2019an dernier, alors que notre surface de vente avait diminu\u00e9 de 22%. Une belle performance.\u00a0 Aujourd\u2019hui nous sommes une entreprise all\u00e9g\u00e9e et plus saine, avec une plus haute productivit\u00e9. \u00bb<\/p>\n<h2>\nL&rsquo;attention\u00a0envers le client<\/h2>\n<p>Dans le canal wholesale aussi Esprit se montre plus s\u00e9lectif concernant son r\u00e9seau de magasins : \u00ab Au Benelux nous avons 99 magasins en franchise, ce qui est \u00e9norme. A l\u2019avenir nous allons probablement opter pour moins de magasins, d\u2019une qualit\u00e9 plus \u00e9lev\u00e9e. Ces derniers mois nous avons vu bon nombre de franchis\u00e9s progresser. Ils sont souvent plus prudents et ont donc un peu de retard par rapport \u00e0 nos propres magasins en termes d\u2019\u00e9volution du chiffre d\u2019affaires. \u00bb<\/p>\n<p>\n\u00ab La hausse du chiffre d\u2019affaires par m\u00b2, nous la devons \u00e0 notre int\u00e9gration verticale, mais \u00e9galement au travail r\u00e9alis\u00e9 dans nos magasins. Nous avons attir\u00e9 bon nombre de talents du retail, qui ont davantage ax\u00e9 leur attention sur le client. Nous constatons qu\u2019en Belgique les consommateurs font moins de shopping et ach\u00e8tent de mani\u00e8re plus r\u00e9fl\u00e9chie. Nous offrons au client le v\u00e9cu qu\u2019il recherche. Bien que nous ayons ferm\u00e9 des magasins, nous continuons d\u2019investir dans nos magasins existants en les r\u00e9novant. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Lacunes<\/h2>\n<p>La strat\u00e9gie omni-canal commence elle aussi \u00e0 porter ses fruits en Belgique : le concept \u2018click &amp; reserve\u2019 en particulier est tr\u00e8s populaire dans notre pays. \u00ab Les clients peuvent r\u00e9server un article online, mais veulent quand m\u00eame se rendre au magasin pour essayer le v\u00eatement et \u00e9ventuellement se laisser tenter par un achat suppl\u00e9mentaire. Au niveau online les Belges sont plus r\u00e9ticents que les Hollandais, mais les premiers r\u00e9sultats sont tr\u00e8s encourageants. La Belgique est en train de rattraper son retard. Avec notre service \u2018clic &amp; collect\u2019 nous attirons \u00e9galement des clients plus jeunes, notamment dans les villes estudiantines comme Gand, Louvain ou Louvain-la-Neuve. \u00bb<\/p>\n<p>\nEsprit peut-il encore ouvrir de nouveaux points de vente en Belgique ? \u00ab Il y a encore des lacunes, c\u2019est certain, malgr\u00e9 notre forte p\u00e9n\u00e9tration en Belgique. A Bruxelles par exemple nous estimons qu\u2019il y a encore place pour deux magasins environ, bien que nous soyons d\u00e9j\u00e0 pr\u00e9sents dans la rue Neuve, \u00e0 City2,\u00a0 au Woluwe Shopping et dans la Gare du Midi. Et nous n\u2019allons pas attendre que Uplace ouvre ses portes \u00bb, pr\u00e9cise Erica Snepvangers en riant.<\/p>\n<p>\nOutre les centres-villes et les centres commerciaux couverts, les retail parks pourraient-ils \u00e9galement \u00eatre une option pour Esprit ? \u00ab Tout d\u00e9pend de la qualit\u00e9. Nous choisissons minutieusement nos endroits. Esprit d\u00e9tonnerait entre supermarch\u00e9 et un discounter. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p><em>Une interview approfondie avec Dieter Messner, directeur g\u00e9n\u00e9ral pour l\u2019Europe, l\u2019Am\u00e9rique et le Moyen-Orient, concernant le repositionnement d\u2019Esprit, para\u00eetra d\u2019ici peu dans notre Magazine RetailDetail.<\/em><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gr\u00e2ce \u00e0 la combinaison gagnante d\u2019une int\u00e9gration verticale et d\u2019une strat\u00e9gie omni-canal pouss\u00e9e, Esprit a r\u00e9ussi son repositionnement.\u00a0 Apr\u00e8s quelques fermetures de magasins, l\u2019heure est \u00e0 nouveau \u00e0 l\u2019expansion. Revirement Esprit vient de rouvrir son magasin enti\u00e8rement r\u00e9nov\u00e9 de la gare de Bruxelles-Midi. Cet investissement illustre le nouvel \u00e9lan avec lequel la marque de mode [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-17027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab L\u2019approche omni-canal d\u2019Esprit porte ses fruits \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Gr\u00e2ce \u00e0 la combinaison gagnante d\u2019une int\u00e9gration verticale et d\u2019une strat\u00e9gie omni-canal pouss\u00e9e, Esprit a r\u00e9ussi son repositionnement. 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