{"id":20213,"date":"2017-07-11T10:50:01","date_gmt":"2017-07-11T10:50:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/la-gastronomie-pour-attirer-les-clients-dans-les-magasins-de-mode\/"},"modified":"2017-07-11T10:50:01","modified_gmt":"2017-07-11T10:50:01","slug":"la-gastronomie-pour-attirer-les-clients-dans-les-magasins-de-mode","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-gastronomie-pour-attirer-les-clients-dans-les-magasins-de-mode\/","title":{"rendered":"La gastronomie pour attirer les clients dans les magasins de mode"},"content":{"rendered":"

En Allemagne certains magasins de mode\u00a0ont trouv\u00e9\u00a0un nouveau moyen pour attirer la client\u00e8le : l\u2019offre de boissons et de repas complets.\u00a0 Un magasin de mode \u00e0 Mannheim accueille m\u00eame un restaurant deux \u00e9toiles.<\/p>\n

<\/p>\n

Ambiance et exp\u00e9rience client<\/h2>\n

Un des pionniers dans ce domaine est sans aucun doute la cha\u00eene de magasins de mode Breuninger <\/strong>en Allemagne.\u00a0 Dans ses points de vente de Stuttgart et de D\u00fcsseldorf, on retrouve les deux seules filiales du bar Sansibar sur le continent.\u00a0 \u00ab La gastronomie est une partie extr\u00eamement importante de notre mod\u00e8le d\u2019entreprise.\u00a0 Elle contribue \u00e0\u00a0l’ambiance et\u00a0l’exp\u00e9rience client\u00a0<\/a>\u00bb, pr\u00e9cise un porte-parole de Breuninger \u00e0 Fashion Network.<\/p>\n

\nCertaines entreprises de mode vont\u00a0encore\u00a0plus loin que Breuninger.\u00a0 Chez Engelhorn <\/strong>\u00e0 Mannheim, on trouve un bar \u00e0 champagne et plusieurs restaurants.\u00a0 Un de ces restaurants, Opus V, a m\u00eame \u00e9t\u00e9 couronn\u00e9 de deux \u00e9toiles Michelin.\u00a0 D\u2019autre part, Engelhorn propose \u00e9galement des cours de cuisine.\u00a0 \u00ab Nous voulons inciter les gens \u00e0 venir en ville, et ce malgr\u00e9 la croissance du e-commerce \u00bb, pr\u00e9cise le copropri\u00e9taire Andreas Hilgenstock.\u00a0 \u00ab Puisqu\u2019il est impossible de manger, de sentir ou de go\u00fbter via internet. \u00bb<\/p>\n

\u00a0
\nEgalement au Benelux<\/h2>\n

Bien entendu\u00a0ce ph\u00e9nom\u00e8ne\u00a0du \u2018blurring\u2019,\u00a0qui combine deux branches retail, ne se limite pas \u00e0 l’Allemagne.\u00a0 Ces derni\u00e8res ann\u00e9es cette tendance s’est \u00e9galement d\u00e9velopp\u00e9e en Belgique et\u00a0aux Pays-Bas.\u00a0 En janvier 2015, la cha\u00eene d\u2019h\u00f4tels Van der Valk<\/strong> ouvrait un premier march\u00e9 de produits frais dans un de ses h\u00f4tels<\/a>.\u00a0 A l\u2019avenir, chaque \u00e9tablissement de la cha\u00eene\u00a0devrait en\u00a0avoir\u00a0un.\u00a0 En combinant les achats pour l\u2019h\u00f4tel, le restaurant et le march\u00e9 de produits frais, Van der Valk arrive \u00e0 proposer des prix tr\u00e8s comp\u00e9titifs.<\/p>\n

\nLes cha\u00eenes de supermarch\u00e9s n\u00e9erlandaises per\u00e7oivent \u00e9galement les avantages du blurring.\u00a0 Albert Heijn<\/strong>, par exemple,\u00a0souhaite ouvrir un bar \u00e0 caf\u00e9 ou un restaurant dans\u00a0bon nombre\u00a0de ses points de vente.\u00a0 Plus <\/strong>a \u00e9galement\u00a0test\u00e9 un restaurant pop-up.\u00a0 Les Food Markets de Jumbo <\/strong>et le concept World of Food de Dekamarkt <\/strong>poussent le concept\u00a0encore un peu plus loin.<\/p>\n

\nLe principal exemple de blurring en Belgique est sans doute le Wasbar <\/strong>o\u00f9 les clients peuvent boire un verre ou manger quelque chose pendant qu\u2019ils font leur lessive.\u00a0 En octobre dernier, un nouveau pop-up a ouvert ses portes \u00e0 Anvers, r\u00e9unissant temporairement\u00a0un magasin de v\u00e9lo et une librairie sous le m\u00eame toit.\u00a0 Tant aux Pays-Bas qu\u2019en Belgique, on trouve d\u00e9j\u00e0 plusieurs magasins de mode ou de coiffeurs, par exemple, qui offrent un verre ou des zakouskis \u00e0 leur client\u00e8le.<\/p>\n

\u00a0
\nUne certaine opposition<\/h2>\n

Le blurring n\u2019enchante pas tout le monde, comme le d\u00e9montre une proc\u00e9dure en r\u00e9f\u00e9r\u00e9 intent\u00e9 par le Nederlandse SlijtersUnie contre le Vereniging van Nederlandse Gemeenten.\u00a0 Ce dernier avait lanc\u00e9 un projet pilote qui autorisait temporairement des\u00a0concepts combinant\u00a0magasins et \u00e9tablissements horeca.\u00a0 Le SlijtersUnie estimait qu\u2019il s\u2019agissait d\u2019une infraction \u00e0 la Loi sur les boissons alcoolis\u00e9es et les h\u00f4tels, restaurants et caf\u00e9s, mais il n\u2019a pas obtenu gain de cause.<\/p>\n

Ikea<\/strong>\u00a0pourrait bien \u00eatre \u00e0 l’origine du ph\u00e9nom\u00e8ne du blurring. Cela fait des ann\u00e9es que les restaurants et les ventes de produits alimentaires de la cha\u00eene su\u00e9doise connaissent un grand succ\u00e8s.\u00a0 Le concept y conna\u00eet une telle popularti\u00e9 que\u00a0certains clients se rendent chez Ikea uniquement pour y manger un repas et qu\u2019Ikea\u00a0envisage m\u00eame\u00a0de lancer sa propre cha\u00eene de restaurants autonomes.
\n\u00a0<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

En Allemagne certains magasins de mode\u00a0ont trouv\u00e9\u00a0un nouveau moyen pour attirer la client\u00e8le : l\u2019offre de boissons et de repas complets.\u00a0 Un magasin de mode \u00e0 Mannheim accueille m\u00eame un restaurant deux \u00e9toiles. Ambiance et exp\u00e9rience client Un des pionniers dans ce domaine est sans aucun doute la cha\u00eene de magasins de mode Breuninger en […]<\/p>\n","protected":false},"author":1,"featured_media":20210,"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-20213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nLa gastronomie pour attirer les clients dans les magasins de mode - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"En Allemagne certains magasins de mode ont trouv\u00e9 un nouveau moyen pour attirer la client\u00e8le : l\u2019offre de boissons et de repas complets. 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