{"id":28357,"date":"2018-09-14T06:48:15","date_gmt":"2018-09-14T06:48:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/comment-maxi-toys-rentabilise-son-chiffre-daffaires-numerique-2\/"},"modified":"2018-09-14T06:48:15","modified_gmt":"2018-09-14T06:48:15","slug":"comment-maxi-toys-rentabilise-son-chiffre-daffaires-numerique-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-maxi-toys-rentabilise-son-chiffre-daffaires-numerique-2\/","title":{"rendered":"Comment Maxi Toys rentabilise son chiffre d\u2019affaires num\u00e9rique"},"content":{"rendered":"<p>Difficile de survivre\u00a0sur le march\u00e9 turbulent du jouet. <strong>Maxi Toys<\/strong>\u00a0r\u00e9siste gr\u00e2ce \u00e0 une strat\u00e9gie de diff\u00e9renciation et\u00a0un mod\u00e8le omnicanal fort.\u00a0En quoi consiste pr\u00e9cis\u00e9ment cette approche?\u00a0Decrouvrez-le lors\u00a0du RetailDetail Day.<\/p>\n<p><!--break--><\/p>\n<h2>\u00a0<br \/>\nUn d\u00e9fi impossible \u00e0 relever<\/h2>\n<p>Le march\u00e9 du jouet traverse une p\u00e9riode houleuse. Les discounters et les acteurs online gagnent des parts de march\u00e9, il existe un march\u00e9 de l\u2019occasion\u00a0tr\u00e8s florissant et des sp\u00e9cialistes comme <strong>Toys\u2019R\u2019Us<\/strong> et<strong> La Grande R\u00e9cr\u00e9<\/strong> sont sous tutelle. \u00ab La num\u00e9risation a un impact majeur \u00bb, d\u00e9clare Alain Hellebaut de Maxi Toys. \u00ab En France, les ventes online repr\u00e9sentent d\u00e9j\u00e0 23% du chiffre d\u2019affaires, aux Royaume-Uni, ce chiffre atteint m\u00eame les 35%. Il est tr\u00e8s possible que seuls 60% des magasins actuels survivront \u00e0 terme. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Ce n\u2019est d\u2019ailleurs pas le seul facteur qui joue un r\u00f4le. \u00ab Les enfants vieillissent plus t\u00f4t. Ils d\u00e9crochent plus vite parce qu\u2019ils ont d\u2019autres int\u00e9r\u00eats : la mode, le gaming ou le sport, par exemple. Aujourd\u2019hui, il est plus difficile de vendre des jouets classiques aux enfants de 13 \u00e0 14 ans. De plus, le taux de natalit\u00e9 est en baisse. Des milliers de magasins devront fermer leurs portes \u00bb, estime le dirigeant. \u00ab Le march\u00e9 du jouet est un march\u00e9 de marques, seul le prix peut faire la diff\u00e9rence. Mais cela signifie que le d\u00e9fi est impossible \u00e0 relever. \u00bb<\/p>\n<h2>\u00a0<br \/>\nLa force des e-r\u00e9servations<\/h2>\n<p>Dans ce contexte difficile, Maxi Toys mise fortement sur la diff\u00e9rentiation. Les marques de distributeur repr\u00e9sentent 20% du chiffre d\u2019affaires. Le retailer travaille d\u00e9j\u00e0 sur l\u2019exclusivit\u00e9 et les extras avec des fabricants de marques. De plus, un mod\u00e8le omnicanal fort joue un r\u00f4le cl\u00e9 dans la strat\u00e9gie : \u00ab Augmenter le chiffre d\u2019affaires online est la bonne priorit\u00e9 aujourd\u2019hui. Un chiffre d\u2019affaires purement online n\u2019est pas rentable pour les retailers : au plus de chiffre d\u2019affaires en ligne, au plus forte la pression sur votre r\u00e9sultat d\u2019exploitation. La situation est diff\u00e9rente lorsqu\u2019on observe ce que j\u2019appelle le \u00ab chiffre d\u2019affaires num\u00e9riques \u00bb : il s\u2019agit d\u2019une combinaison des commandes online et des e-r\u00e9servations. Lorsque vous les associez, votre site internet peut r\u00e9ellement devenir rentable. \u00bb<\/p>\n<p>\nLes e-r\u00e9servations ne se limitent pas au concept d\u2019enl\u00e8vement, explique Hellebaut. Dans le webshop de Maxi Toys, les clients ont le choix : ils peuvent soit commander un article et le faire livrer \u00e0 domicile ou dans un point d\u2019enl\u00e8vement, soit r\u00e9server un article dans le magasin de leur choix. Dans ce cas-ci, le magasin recevra une notification. La commande est pr\u00eate dans les deux heures maximum et le client en est inform\u00e9 par message. Le paiement se fait au moment de l\u2019enl\u00e8vement dans le magasin.<\/p>\n<h2>\u00a0<br \/>\nUne conversion \u00e9lev\u00e9e<\/h2>\n<p>\u00ab C\u2019est un syst\u00e8me g\u00e9nial. 50% des clients online optent pour une e-r\u00e9servation. Ils se d\u00e9placent donc encore pour venir dans nos magasins. La conversion atteint 93%, la satisfaction est tr\u00e8s \u00e9lev\u00e9e. Dans la pratique, les magasins r\u00e9pondent dans les vingt minutes et les clients viennent chercher leurs r\u00e9servations dans les 48 heures. Et cela porte ses fruits : alors que le march\u00e9 total en Belgique est en baisse de 3,6%, Maxi Toys enregistre une progression de 5,6%.<\/p>\n<p>\u00a0<\/p>\n<p>La cha\u00eene d\u2019origine belge qui fait aujourd\u2019hui partie du holding Blokker r\u00e9alise un chiffre d\u2019affaires de 200 millions d\u2019euros et compte 175 magasins et 1.200 collaborateurs. Le retailer poss\u00e8de ses propres magasins en Belgique, France, Luxembourg et Suisse, ainsi que de plus petite entit\u00e9s franchis\u00e9es en Roumanie, en Turquie et au Maroc.<\/p>\n<p>\u00a0<\/p>\n<p>Hellebaut se fera un plaisir d\u2019expliquer la strat\u00e9gie num\u00e9rique du retailer plus en d\u00e9tails lors du RetailDetail Day qui aura lieu ce jeudi 20 septembre \u00e0 l\u2019UGC de Malines. <a href=\"https:\/\/www.eventbrite.be\/e\/retaildetail-day-2018-registration-46874990358?aff=interviews\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour de plus amples informations et pour vous procurer les derniers tickets d\u2019entr\u00e9e.<\/a><br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Difficile de survivre\u00a0sur le march\u00e9 turbulent du jouet. Maxi Toys\u00a0r\u00e9siste gr\u00e2ce \u00e0 une strat\u00e9gie de diff\u00e9renciation et\u00a0un mod\u00e8le omnicanal fort.\u00a0En quoi consiste pr\u00e9cis\u00e9ment cette approche?\u00a0Decrouvrez-le lors\u00a0du RetailDetail Day. \u00a0 Un d\u00e9fi impossible \u00e0 relever Le march\u00e9 du jouet traverse une p\u00e9riode houleuse. Les discounters et les acteurs online gagnent des parts de march\u00e9, il existe [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16712,"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-28357","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>Comment Maxi Toys rentabilise son chiffre d\u2019affaires num\u00e9rique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Difficile de survivre sur le march\u00e9 turbulent du jouet. 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