{"id":52230,"date":"2021-11-10T15:25:40","date_gmt":"2021-11-10T15:25:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/voici-comment-zeeman-rafraichit-sa-formule-de-magasin\/"},"modified":"2021-11-10T15:25:40","modified_gmt":"2021-11-10T15:25:40","slug":"voici-comment-zeeman-rafraichit-sa-formule-de-magasin","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/voici-comment-zeeman-rafraichit-sa-formule-de-magasin\/","title":{"rendered":"Voici comment Zeeman rafra\u00eechit sa formule de magasin"},"content":{"rendered":"<p><span style=\"background-color:white\">Dans quatre magasins, le d\u00e9taillant textile\u00a0<strong>Zeeman\u00a0<\/strong>teste un nouveau concept de magasin remis \u00e0 neuf, plus en accord avec le positionnement actuel de sa marque. Le premier magasin pilote a ouvert mercredi matin \u00e0 Ermelo, et trois autres succursales aux Pays-Bas et en Belgique suivront bient\u00f4t.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Clair et d\u00e9gag\u00e9<\/span><\/h2>\n<p><span style=\"background-color:white\">\u00ab\u00a0La marque Zeeman s&rsquo;est beaucoup d\u00e9velopp\u00e9e ces derniers temps et nous voulons maintenant mieux refl\u00e9ter cette \u00e9volution dans les magasins\u00a0\u00e9galement \u00bb, ont d\u00e9clar\u00e9 le PDG, Erik-Jan Mares, et la directrice marketing, Caroline van Turennout, lors d&rsquo;une visite au magasin d&rsquo;Ermelo. \u00ab\u00a0Nos clients fid\u00e8les doivent bien entendu continuer \u00e0 se sentir comme chez eux dans nos magasins, mais nous voulons \u00e9galement mieux servir nos nouveaux clients.\u00a0\u00bb Il ne s\u2019agit cependant pas d&rsquo;une mise \u00e0 niveau : le d\u00e9taillant reste fid\u00e8le \u00e0 son positionnement de prix bas. \u00ab\u00a0C\u2019est ce que j\u2019appelle un discounter frais\u00a0\u00bb, dit Mares.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Ce qui saute d\u2019embl\u00e9e aux yeux, c&rsquo;est l&rsquo;\u00e9clairage clair mais chaleureux et le mobilier blanc. Cela donne au magasin un aspect spacieux et d\u00e9gag\u00e9. Les notes jaunes donnent le ton : la couleur rouge dispara\u00eet des communications en magasin, sauf pour les soldes et les offres sp\u00e9ciales, qui sont toutefois rares chez Zeeman car la cha\u00eene s&rsquo;en tient \u00e0 une strat\u00e9gie de prix bas toute l\u2019ann\u00e9e.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Pr\u00e9sentation vari\u00e9e<\/span><\/h2>\n<p><span style=\"background-color:white\">La gamme fixe (qui repr\u00e9sente 20 % de la gamme en nombre de r\u00e9f\u00e9rences mais environ 40 % en chiffre d&rsquo;affaires) est expos\u00e9e le long des murs tout autour du magasin. Dans le nouveau magasin, Zeeman troque la banni\u00e8re jaune famili\u00e8re pour des illustrations \u00e9pur\u00e9es en noir et blanc qui indiquent les diff\u00e9rents d\u00e9partements afin d\u2019aider les clients s\u2019y retrouver. Les clients peuvent ainsi facilement trouver des articles de base, des v\u00eatements pour b\u00e9b\u00e9s et enfants, des collants, des sous-v\u00eatements et des textiles m\u00e9nagers. \u00ab\u00a0Vous pouvez voir ce dont vous avez besoin depuis l&rsquo;entr\u00e9e.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Les acheteurs trouveront un assortiment vari\u00e9 \u00e0 l&rsquo;entr\u00e9e et au centre du magasin. Zeeman a choisi un mobilier permettant une plus grande libert\u00e9 de pr\u00e9sentation, avec des casiers suspendus, des \u00e9tag\u00e8res et des t\u00eates de gondole en plus des bacs habituels. Ainsi, les clients ont l&rsquo;impression que le magasin est plus grand et qu&rsquo;il propose une gamme \u00e9largie, alors qu&rsquo;il n\u2019en est rien. \u00ab\u00a0Ils d\u00e9couvrent maintenant des produits auxquels ils ne pr\u00eataient jusqu\u2019ici pas attention\u00a0\u00bb, estime Mares. Une am\u00e9lioration qui profite \u00e9galement aux vendeurs : le nouveau mobilier est plus ergonomique et permet un peu plus de cr\u00e9ativit\u00e9 pour la pr\u00e9sentation.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Achats durables<\/span><\/h2>\n<p><span style=\"background-color:white\">La zone de caisse a \u00e9t\u00e9 adapt\u00e9e : elle est adapt\u00e9e aux fauteuils roulants et davantage ax\u00e9e sur le service. Une armoire jaune bien visible derri\u00e8re la caisse permet de pr\u00e9parer les colis de la boutique en ligne pour les clients. D&rsquo;ici \u00e0 la mi-2022, Zeeman esp\u00e8re \u00eatre pr\u00eat \u00e0 d\u00e9ployer le\u00a0<em>click &amp; collect<\/em>.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Et le d\u00e9taillant se concentre activement sur la durabilit\u00e9 : Zeeman r\u00e9duit l&rsquo;utilisation du plastique dans ses magasins, qu&rsquo;il remplace par exemple par du carton. Une qu\u00eate de durabilit\u00e9 qui se retrouve \u00e9galement dans les v\u00eatements : le coton durable occupe une place plus importante dans la gamme. \u00ab\u00a0Nous avons r\u00e9cemment \u00e9t\u00e9 nomm\u00e9s \u2018Sustainable Retailer of the Year\u2019 par ABN Amro et nous en sommes tr\u00e8s fiers\u00a0\u00bb, a d\u00e9clar\u00e9 Mares.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Bien \u00e9valuer<\/span><\/h2>\n<p><span style=\"background-color:white\">Zeeman lance dans un premier temps ce concept 3.0 dans quatre magasins : apr\u00e8s celui d\u2019Ermelo aujourd&rsquo;hui, ceux d\u2019Helmond (le 16 novembre), de Deurne (Anvers) et d\u2019Alost (tous deux le 24 novembre) suivront. Si ce nouveau concept est bien accueilli par les clients et les employ\u00e9s, les ouvertures, d\u00e9m\u00e9nagements et r\u00e9novations \u00e0 venir seront \u00e9galement r\u00e9alis\u00e9s selon le nouveau concept de magasin. \u00ab\u00a0Nous prendrons trois \u00e0 quatre mois pour \u00e9valuer cela correctement. Nous n&rsquo;avons pas fix\u00e9 d&rsquo;objectif de chiffre d&rsquo;affaires : nous voulons voir ce que les clients et les employ\u00e9s en pensent.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Zeeman fait construire et r\u00e9nove une centaine de magasins par an en Europe. Sur les quelque 1 300 magasins de la cha\u00eene, 754 suivent le concept de magasin actuel 2.0, avec la banni\u00e8re jaune aux lettres bleues et un sol gris clair dans le magasin. 524 magasins affichent toujours le concept plus ancien, avec la banni\u00e8re bleue.<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans quatre magasins, le d\u00e9taillant textile\u00a0Zeeman\u00a0teste un nouveau concept de magasin remis \u00e0 neuf, plus en accord avec le positionnement actuel de sa marque. Le premier magasin pilote a ouvert mercredi matin \u00e0 Ermelo, et trois autres succursales aux Pays-Bas et en Belgique suivront bient\u00f4t. \u00a0 Clair et d\u00e9gag\u00e9 \u00ab\u00a0La marque Zeeman s&rsquo;est beaucoup d\u00e9velopp\u00e9e [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52227,"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-52230","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>Voici comment Zeeman rafra\u00eechit sa formule de magasin - RetailDetail BE<\/title>\n<meta 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