{"id":59434,"date":"2022-07-11T10:52:17","date_gmt":"2022-07-11T08:52:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=59434"},"modified":"2022-07-12T16:22:01","modified_gmt":"2022-07-12T14:22:01","slug":"hema-veut-doubler-son-nombre-de-magasins-en-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/hema-veut-doubler-son-nombre-de-magasins-en-france\/","title":{"rendered":"Hema voit du potentiel pour doubler son nombre de magasins en France"},"content":{"rendered":"\n

(mis \u00e0 jour)<\/em> Hema <\/strong>poursuit la lutte en France, apr\u00e8s avoir d’abord ferm\u00e9 10 % de ses magasins. Mais doucement, en gestion propre et sous strict contr\u00f4le des co\u00fbts.<\/p>\n\n\n\n

Pas question pour l’instant<\/h2>\n\n\n\n

Hema doit se recentrer sur ses march\u00e9s domestiques<\/a>. La nouvelle directrice g\u00e9n\u00e9rale Saskia Egas Reparaz l’a clairement indiqu\u00e9 d\u00e8s son entr\u00e9e en fonction, il y a maintenant deux ans. L’expansion d\u00e9brid\u00e9e \u00e0 l’\u00e9tranger avait mis la cha\u00eene de grands magasins n\u00e9erlandaise en difficult\u00e9 financi\u00e8re. Hema a donc ferm\u00e9 successivement les magasins du Royaume-Uni<\/a>, de l’Espagne<\/a> et un dixi\u00e8me des magasins fran\u00e7ais.<\/p>\n\n\n\n

Cependant, Hema France est toujours l\u00e0. De plus, outre les pays du Benelux, la France est consid\u00e9r\u00e9e comme un \u00ab\u00a0march\u00e9 domestique\u00a0\u00bb. Aujourd’hui, la cha\u00eene y compte encore 68 magasins, dont 40 % \u00e0 Paris. Au cours des quatre prochaines ann\u00e9es, ce nombre pourrait doubler<\/a>, avait d’abord d\u00e9clar\u00e9 St\u00e9phane Frenkel, directeur g\u00e9n\u00e9ral, \u00e0 R\u00e9publik Retail. <\/p>\n\n\n\n

Mais il a \u00e9t\u00e9 prompt \u00e0 revenir sur ses pas : \u00ab Cette information est factuellement incorrecte, \u00bb le si\u00e8ge social aux Pays-Bas r\u00e9agit aussi vite. \u00ab Il y a un potentiel de doublement, mais ce n’est pas dit que nous le ferons r\u00e9ellement. Pour l’instant, il n’en est pas question. \u00bb<\/p>\n\n\n\n

Focus sur la visibilit\u00e9 physique<\/h2>\n\n\n\n

De toute fa\u00e7on, l’expansion \u00e9ventuelle ne se fera pas par le biais de franchises comme auparavant, mais par ses propres moyens. \u00ab\u00a0Nous mettons en pause, pour le moment, le sujet de la franchise,\u00a0\u00bb d\u00e9clare le directeur fran\u00e7ais. Egas Reparaz a \u00e9galement retir\u00e9 ses coins dans les supermarch\u00e9s<\/a> Casino<\/strong>. N\u00e9anmoins, ils ont connu un grand succ\u00e8s, affirme Frenkel : en deux ans, Hema a ouvert pas moins de 350 corners dans les magasins Franprix <\/strong>et Casino. \u00ab\u00a0Cette initiative a prouv\u00e9 qu\u2019Hema \u00e9tait r\u00e9f\u00e9renc\u00e9 comme une marque. Mais cette croissance s\u2019est faite au d\u00e9pend d\u2019ouvertures en propre.\u00a0\u00bb<\/p>\n\n\n\n

Pour l’instant, l’accent sera donc mis \u00e0 100 % sur ses propres magasins, qui constituent \u00e9galement le principal canal de communication. Hema n’investit pas dans des campagnes m\u00e9diatiques en France, mais compte sur la \u00ab goodwill \u00bb sur les m\u00e9dias sociaux (300 000 followers Instagram) et la visibilit\u00e9 dans les rues commer\u00e7antes. La cha\u00eene vise donc des emplacements d’environ 400 m\u00b2 avec beaucoup de passage. Ce n’est que lorsque ce r\u00e9seau sera en place que la diversification via le franchisage ou les corners sera envisag\u00e9e.<\/p>\n\n\n\n

Dans ce contexte, l’internet reste marginal, reconna\u00eet Frenkel. Le panier moyen se situe \u00e0 peine entre 13 et 15 euros et les clients viennent principalement pour s’inspirer. Bien qu’Hema s’engage d\u00e9sormais \u00e9galement dans la livraison en magasin et le click & collect en France, l’enseigne n’est \u00ab pas championne en termes de d\u00e9lais de livraison \u00bb et les co\u00fbts logistiques sont \u00e9lev\u00e9s. En outre, l’entrep\u00f4t est toujours enti\u00e8rement situ\u00e9 aux Pays-Bas. Frenkel serait heureux si une commande en ligne co\u00fbtait bient\u00f4t autant \u00e0 traiter qu’un client en magasin.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hema poursuit la lutte en France, apr\u00e8s avoir d’abord ferm\u00e9 10 % de ses magasins. Mais doucement, en gestion propre et sous strict contr\u00f4le des co\u00fbts.<\/p>\n","protected":false},"author":5,"featured_media":17890,"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":[419],"topic":[276],"region":[342],"class_list":["post-59434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-hema","topic-expansion","region-france"],"acf":[],"yoast_head":"\nHema voit du potentiel pour doubler son nombre de magasins en France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Hema poursuit la lutte en France, apr\u00e8s avoir d'abord ferm\u00e9 10 % de ses magasins. 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