{"id":24613,"date":"2018-02-15T10:51:30","date_gmt":"2018-02-15T10:51:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/excellente-annee-pour-decathlon-grace-a-une-forte-expansion\/"},"modified":"2018-02-15T10:51:30","modified_gmt":"2018-02-15T10:51:30","slug":"excellente-annee-pour-decathlon-grace-a-une-forte-expansion","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/excellente-annee-pour-decathlon-grace-a-une-forte-expansion\/","title":{"rendered":"Excellente ann\u00e9e pour Decathlon gr\u00e2ce \u00e0 une forte expansion"},"content":{"rendered":"<p>Alors qu\u2019en 2016 <strong>Decathlon<\/strong> d\u00e9passait le cap des 10 milliards d\u2019euros de chiffre d\u2019affaires, en 2017 l\u2019enseigne de sport a franchi la barre des 11 milliards d\u2019euros, et ce gr\u00e2ce \u00e0 une forte expansion internationale.<\/p>\n<p><!--break--><\/p>\n<h2>Croissance du CA de 11%<\/h2>\n<p>En 2017 l\u2019enseigne de sport, contr\u00f4l\u00e9e par la famille Mulliez (qui d\u00e9tient \u00e9galement Auchan, Phildar et Pimkie), a r\u00e9alis\u00e9 un chiffre d\u2019affaires hors imp\u00f4ts de 11 milliards d\u2019euros, soit une croissance de 11%. Pas mal pour une ann\u00e9e d\u00e9crite comme <a href=\"https:\/\/www.lesechos.fr\/sport\/omnisport\/0301298202209-decathlon-doit-innover-pour-doper-sa-croissance-2153704.php\" target=\"_blank\" rel=\"noopener\">\u00ab une ann\u00e9e de transition et de transformation \u00bb<\/a> par Fran\u00e7ois De Witte, directeur g\u00e9n\u00e9ral de Decathlon France, dans le journal fran\u00e7ais Les Echos.<\/p>\n<p>\nSur base comparable le chiffre d\u2019affaires a progress\u00e9 de 4%. Le bond en avant de Decathlon s\u2019explique donc en grande partie par sa forte expansion internationale : l\u2019an dernier le groupe a ouvert 185 nouveaux magasins, dont 9 sur son march\u00e9 domestique, ce qui porte le nombre total \u00e0 1.352 magasins, r\u00e9partis dans 39 pays.<\/p>\n<h2>\nL\u2019online et la France, \u00ab \u00e0 am\u00e9liorer \u00bb<\/h2>\n<p>Avec un chiffre d\u2019affaires de 3,4 milliards d\u2019euros, la France repr\u00e9sente pr\u00e8s d\u2019un tiers du chiffre d\u2019affaires total. N\u00e9anmoins la cha\u00eene, fond\u00e9e par Michel Leclercq en 1976, est \u00e0 la tra\u00eene sur son march\u00e9 domestique. M\u00eame si fin janvier l\u2019enseigne de sport \u00e0 d\u00e9tr\u00f4ner Amazon comme <a href=\"http:\/\/www.lefigaro.fr\/flash-eco\/2018\/01\/30\/97002-20180130FILWWW00018-attractivite-des-enseignes-amazon-detronee-decathlon-en-tete.php\" target=\"_blank\" rel=\"noopener\">\u00ab cha\u00eene de magasins pr\u00e9f\u00e9r\u00e9e des Fran\u00e7ais \u00bb<\/a>, le chiffre d\u2019affaires comparable n\u2019y a progress\u00e9 que d\u2019un modeste 1%. En incluant les nouveaux magasins le chiffre d\u2019affaires a progress\u00e9 de 4% . Des chiffres \u00ab perfectibles \u00bb, estime De Witte.<\/p>\n<p>\nQuant au webshop, l\u00e0 aussi il reste encore du pain sur la planche : pour l\u2019instant les ventes en ligne ne repr\u00e9sentent que 4,5% des ventes totales (contre 3% en 2016).\u00a0 \u00ab Un client sur cinq dit ne pas avoir trouv\u00e9 le produit qu\u2019il recherchait en magasin \u00bb, affirme De Witte, qui d\u00e8s lors d\u00e9voile un plan d\u2019action : rendre 100% de l\u2019offre disponible via internet (contre 90% aujourd\u2019hui), introduire le \u2018click and collect\u2019 afin que les gens puissent commander de chez eux et venir retirer leur colis dans un magasin de leur choix et \u00e9courter les d\u00e9lais de livraison (\u00e0 domicile et en magasin).<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors qu\u2019en 2016 Decathlon d\u00e9passait le cap des 10 milliards d\u2019euros de chiffre d\u2019affaires, en 2017 l\u2019enseigne de sport a franchi la barre des 11 milliards d\u2019euros, et ce gr\u00e2ce \u00e0 une forte expansion internationale. Croissance du CA de 11% En 2017 l\u2019enseigne de sport, contr\u00f4l\u00e9e par la famille Mulliez (qui d\u00e9tient \u00e9galement Auchan, Phildar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":24610,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-24613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Excellente ann\u00e9e pour Decathlon gr\u00e2ce \u00e0 une forte expansion - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Alors qu\u2019en 2016 Decathlon d\u00e9passait 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