{"id":52600,"date":"2021-11-29T11:23:30","date_gmt":"2021-11-29T11:23:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/une-simple-modification-des-caddies-permet-daccroitre-ses-ventes-dun-quart\/"},"modified":"2021-11-29T11:23:30","modified_gmt":"2021-11-29T11:23:30","slug":"une-simple-modification-des-caddies-permet-daccroitre-ses-ventes-dun-quart","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-simple-modification-des-caddies-permet-daccroitre-ses-ventes-dun-quart\/","title":{"rendered":"Une simple modification des caddies permet d\u2019accro\u00eetre ses ventes d\u2019un quart\u2009?"},"content":{"rendered":"<p>Des chercheurs de la <strong>Bayes Business School<\/strong> affirment que les caddies font fausse route depuis des d\u00e9cennies\u00a0: en rempla\u00e7ant la poign\u00e9e horizontale par des poign\u00e9es parall\u00e8les, les clients d\u00e9pensent un quart de plus.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Pousser ou tirer<\/h2>\n<p>Une simple modification des poign\u00e9es d\u2019un chariot de supermarch\u00e9 am\u00e8ne les clients \u00e0 d\u00e9penser jusqu\u2019\u00e0 un quart de plus. Dans un supermarch\u00e9 test, les clients ont d\u00e9pens\u00e9 en moyenne 22 livres avec un caddie classique, et 29 livres avec un caddie dot\u00e9 de poign\u00e9es lat\u00e9rales (comme une brouette). C\u2019est ce qu\u2019a d\u00e9montr\u00e9 une \u00e9tude men\u00e9e aupr\u00e8s d\u2019un \u00e9chantillon de plus de 2 300 acheteurs.<\/p>\n<p>\nComment est-ce possible\u2009? Selon des chercheurs de la Bayes Business School de Londres, ce ph\u00e9nom\u00e8ne peut s\u2019expliquer par des facteurs biologiques et psychologiques. La barre horizontale que l\u2019on trouve sur la plupart des chariots de supermarch\u00e9 sollicite le triceps du haut du bras. Ce muscle est utilis\u00e9 pour repousser ou \u00e9loigner des objets, et notre cerveau l\u2019associe par cons\u00e9quent au rejet. C\u2019est une position n\u00e9gative, en quelque sorte.<\/p>\n<p>\u00a0<\/p>\n<h2>D\u00e9couverte<\/h2>\n<p>En revanche, des poign\u00e9es parall\u00e8les dispos\u00e9es sur les c\u00f4t\u00e9s du chariot de supermarch\u00e9 sollicitent les biceps. Ce muscle est associ\u00e9 \u00e0 une action positive, car les gens l\u2019utilisent \u00e9galement pour tirer ou pour serrer contre eux des objets vers eux. Les supermarch\u00e9s pourraient donc accro\u00eetre leur chiffre d\u2019affaires en modifiant simplement les poign\u00e9es de leurs chariots.<\/p>\n<p>\n\u00ab\u00a0Il est incroyable de d\u00e9couvrir qu\u2019une modification aussi l\u00e9g\u00e8re dans la position des poign\u00e9es <a href=\"https:\/\/www.bayes.city.ac.uk\/news-and-events\/news\/2021\/november\/shopping-trolleys-save-shoppers-money-as-pushing-reduces-spending-finds-new-study\" target=\"_blank\" rel=\"noopener\">peut avoir un impact aussi important<\/a> sur les d\u00e9penses des consommateurs. En fait, les poign\u00e9es actuelles nous am\u00e8nent litt\u00e9ralement \u00e0 contracter nos muscles d\u2019achat\u00a0\u00bb, explique Zachary Estes, professeur de marketing \u00e0 la Bayes Business School, qui a publi\u00e9 les r\u00e9sultats de l\u2019\u00e9tude dans le Journal of Marketing.<\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/bayes%20b%20school%20trolley.jpg\" style=\"height:432px;width:400px\" \/><\/p>\n<p><em>Photo\u2009; \u00c9cole de commerce de Bayes<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des chercheurs de la Bayes Business School affirment que les caddies font fausse route depuis des d\u00e9cennies\u00a0: en rempla\u00e7ant la poign\u00e9e horizontale par des poign\u00e9es parall\u00e8les, les clients d\u00e9pensent un quart de plus. \u00a0 Pousser ou tirer Une simple modification des poign\u00e9es d\u2019un chariot de supermarch\u00e9 am\u00e8ne les clients \u00e0 d\u00e9penser jusqu\u2019\u00e0 un quart de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52597,"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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-52600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Une simple modification des caddies permet d\u2019accro\u00eetre ses ventes d\u2019un quart\u2009? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les caddies de supermarch\u00e9 font fausse route depuis des d\u00e9cennies : en rempla\u00e7ant la poign\u00e9e horizontale par des poign\u00e9es parall\u00e8les, les 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