{"id":37928,"date":"2019-12-27T14:11:14","date_gmt":"2019-12-27T14:11:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/ce-que-sait-le-big-data-combien-rapporte-un-espace-commercial\/"},"modified":"2019-12-27T14:11:14","modified_gmt":"2019-12-27T14:11:14","slug":"ce-que-sait-le-big-data-combien-rapporte-un-espace-commercial","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/ce-que-sait-le-big-data-combien-rapporte-un-espace-commercial\/","title":{"rendered":"Ce que sait le big data : combien rapporte un espace commercial\u2009?"},"content":{"rendered":"<p><span style=\"background-color:white\">Il existe un nombre croissant de donn\u00e9es disponibles permettant de trouver des emplacements appropri\u00e9s pour installer de nouveaux espaces commerciaux. Ainsi, la soci\u00e9t\u00e9 de donn\u00e9es gantoise, RetailSonar, peut calculer le chiffre d\u2019affaires qu\u2019un espace commercial peut g\u00e9n\u00e9rer et Lidl \u00e9tudie qui sont exactement ses clients.<\/span><\/p>\n<p><!--break--><\/p>\n<h2><span style=\"background-color:white\">Pas une estimation grossi\u00e8re<\/span><\/h2>\n<p><span style=\"background-color:white\">Le temps o\u00f9 les grands retailers se laissaient guider par leur instinct lors de l\u2019ouverture d\u2019un nouveau magasin est d\u00e9finitivement r\u00e9volu. Presque toutes les grandes cha\u00eenes de vente au d\u00e9tail utilisent aujourd\u2019hui le \u00ab\u2009big data\u2009\u00bb pour prendre de telles d\u00e9cisions. Ainsi, RetailSonar propose une plateforme qui permet aux d\u00e9taillants de calculer le chiffre d\u2019affaires potentiel que rapporterait un espace commercial. L\u2019entreprise donne \u00e9galement un aper\u00e7u de ce qui se passe lorsqu\u2019un magasin d\u00e9m\u00e9nage ou ferme\u00a0: les clients vont-ils chez la concurrence ou se r\u00e9fugient-ils dans un autre magasin de la m\u00eame cha\u00eene ou se tournent-ils vers la boutique en ligne\u2009?<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">L\u2019entreprise utilise des donn\u00e9es publiques (statistiques gouvernementales sur les revenus, par exemple), des informations confidentielles fournies par les clients (cartes de fid\u00e9lit\u00e9) et des donn\u00e9es mobiles anonymes provenant de smartphones et de syst\u00e8mes GPS. \u00ab\u2009<a href=\"https:\/\/www.tijd.be\/tablet\/newspaper\/ondernemen\/big-data-bepalen-waar-nieuwe-supermarkt-komt\/10194279\" target=\"_blank\" rel=\"noopener\">Le datapool s\u2019\u00e9largit constamment<\/a>\u2009\u00bb, d\u00e9clare le CEO Dieter Debels au journal De Tijd. \u00ab\u2009Nous prenions d\u00e9j\u00e0 en compte les grands axes routiers de la r\u00e9gion, mais maintenant nous v\u00e9rifions aussi combien de voitures passent exactement et quelle est leur vitesse moyenne. Prochainement, nous voulons \u00e9galement recenser le nombre de cyclistes et de pi\u00e9tons.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Les enqu\u00eates aupr\u00e8s des consommateurs sont \u00e9galement des sources de donn\u00e9es largement utilis\u00e9es, entre autres chez Lidl. Le discounter ne disposant pas de carte de fid\u00e9lit\u00e9 interroge donc ses clients\u00a0: d\u2019o\u00f9 viennent-ils, sont-ils simplement de passage ou se rendent-ils d\u00e9lib\u00e9r\u00e9ment \u00e0 ce magasin. Les statistiques officielles sur le pouvoir d\u2019achat et la densit\u00e9 de la population sont \u00e9galement utilis\u00e9es.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Peu de concurrence<\/span><\/h2>\n<p><span style=\"background-color:white\">Wouter Torfs, propri\u00e9taire des magasins de chaussures du m\u00eame nom, voit d\u00e9j\u00e0 du potentiel dans le big data et a investi l\u2019ann\u00e9e derni\u00e8re un million d\u2019euros dans RetailSonar pour soutenir la poursuite de son expansion. L\u2019entreprise a d\u00e9j\u00e0 ouvert aux Pays-Bas et l\u2019ann\u00e9e prochaine, elle s\u2019installera \u00e9galement en France et en Allemagne. \u00ab\u2009En Europe, les concurrents apparaissent petit \u00e0 petit. En Espagne, il y a une entreprise qui ressemble \u00e0 la n\u00f4tre et qui est \u00e9galement en pleine croissance\u2009\u00bb, d\u00e9clare Dieter Debels. \u00ab\u2009Mais dans un grand pays comme l\u2019Allemagne, cela ne repr\u00e9sente pas grand-chose\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">D\u2019ailleurs, les\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/retaildata\" target=\"_blank\" rel=\"noopener\">deux datapacks<\/a>\u00a0(\u00ab\u2009omgevingsrapport retaillocatie\u2009\u00bb rapport sur l\u2019environnement des espaces commerciaux et \u00ab\u2009bestedingspotentieel per wijk\u2009\u00bb le potentiel de d\u00e9penses par quartier) offerts par RetailDetail depuis le d\u00e9but de cette ann\u00e9e sont le r\u00e9sultat d\u2019une collaboration avec RetailSonar.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il existe un nombre croissant de donn\u00e9es disponibles permettant de trouver des emplacements appropri\u00e9s pour installer de nouveaux espaces commerciaux. Ainsi, la soci\u00e9t\u00e9 de donn\u00e9es gantoise, RetailSonar, peut calculer le chiffre d\u2019affaires qu\u2019un espace commercial peut g\u00e9n\u00e9rer et Lidl \u00e9tudie qui sont exactement ses clients. Pas une estimation grossi\u00e8re Le temps o\u00f9 les grands retailers [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":37925,"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-37928","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>Ce que sait le big data : combien rapporte un espace commercial\u2009? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Door de steeds groeiende berg aan consumentendata kan RetailSonar berekenen hoeveel omzet een pand kan opleveren en onderzoekt 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