{"id":62354,"date":"2022-09-08T15:15:31","date_gmt":"2022-09-08T13:15:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=62354"},"modified":"2022-09-08T15:15:33","modified_gmt":"2022-09-08T13:15:33","slug":"comment-lucien-veut-faire-du-cyclisme-une-industrie-de-service","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/comment-lucien-veut-faire-du-cyclisme-une-industrie-de-service\/","title":{"rendered":"Comment Lucien veut faire du cyclisme une industrie de service"},"content":{"rendered":"\n

La cha\u00eene de bicyclettes Lucien <\/strong>veut conqu\u00e9rir le march\u00e9 croissant de la \u00ab\u00a0mobilit\u00e9 urbaine\u00a0\u00bb. Le commerce en ligne s’ajoute bient\u00f4t, mais l’expansion physique reste cruciale. M\u00eame apr\u00e8s le nouveau magasin phare, Lucien veut ouvrir 3 \u00e0 4 autres boutiques rien qu’\u00e0 Bruxelles.<\/p>\n\n\n\n

\u00ab Nous joignons le geste \u00e0 la parole \u00bb<\/h2>\n\n\n\n

Pas \u00e0 pas, Lucien ouvre la voie. \u00ab L’ann\u00e9e derni\u00e8re, nous l’avions d\u00e9j\u00e0 annonc\u00e9 : dans cinq ans, nous voulons une couverture nationale et un chiffre d’affaires de 100 millions d’euros. Nous nous d\u00e9veloppons de ville en ville : d’abord Anvers, puis Bruxelles, \u00bb explique Karl Lechat, directeur g\u00e9n\u00e9ral. \u00ab Nous joignons le geste \u00e0 la parole. \u00bb<\/p>\n\n\n\n

En effet, tout a commenc\u00e9 \u00e0 Anvers avec l’acquisition de la cha\u00eene iBike, et entre-temps, il y a d\u00e9j\u00e0 trois succursales \u00e0 Bruxelles, dont la r\u00e9cente acquisition du c\u00e9l\u00e8bre r\u00e9parateur de v\u00e9los Velofixer. La formule du v\u00e9lo est pourtant toute jeune : en 2021, le concessionnaire automobile D’Ieteren <\/strong>l’a fond\u00e9 pour r\u00e9pondre \u00e0 la demande croissante de transports \u00ab\u00a0alternatifs\u00a0\u00bb, notamment les v\u00e9los \u00e9lectriques.<\/p>\n\n\n\n

Lors de la RetailDetail Day du 22 septembre<\/a>, Karl Lechat explique comment Lucien se met en avant. \u00ab\u00a0Lucien est un cycliste passionn\u00e9 qui d\u00e9fend l’innovation et est proche des gens. Il s’agit bien s\u00fbr d’une r\u00e9f\u00e9rence au c\u00e9l\u00e8bre pilote de course Lucien Van Impe, mais aussi \u00e0 Lucien D’Ieteren, qui voulait vraiment innover dans le domaine de la mobilit\u00e9. C’est une histoire authentique, vraiment bas\u00e9e sur des gens r\u00e9els.\u00a0\u00bb<\/p>\n\n\n\n

Le v\u00e9lo comme service et solution<\/h2>\n\n\n\n

La cha\u00eene mise sur la bicyclette comme solution de \u00ab mobilit\u00e9 urbaine \u00bb, ce qui signifie que l’ancrage local dans les villes et les services suppl\u00e9mentaires sont des \u00e9l\u00e9ments essentiels. \u00ab Si votre v\u00e9lo est vraiment votre mode de transport et que vous l’utilisez tous les jours, vous n’allez pas vous rendre dans une autre ville pour une r\u00e9paration. Ces personnes n’ont souvent plus de voiture. \u00c0 Bruxelles, nous proposons donc \u00e9galement de petits services \u00e0 l’ext\u00e9rieur du magasin, comme le car-wash pour v\u00e9los. L’ann\u00e9e prochaine, nous lancerons des produits de leasing et d’assurance. \u00bb<\/p>\n\n\n\n

Mais on peut aussi imaginer le service de mani\u00e8re plus large, estime Lechat. Dans le magasin phare de Bruxelles, par exemple, il y a une piste d’essai de 1 500 m\u00e8tres carr\u00e9s. Le concept du magasin pr\u00e9voit \u00e9galement une zone de livraison sp\u00e9ciale, o\u00f9 les clients peuvent venir chercher leur nouveau v\u00e9lo. \u00ab Les v\u00e9los sont de plus en plus chers. Si vous achetez une bicyclette \u00e9lectrique de plusieurs milliers d’euros, il est normal qu’elle soit joliment expos\u00e9e sur un pi\u00e9destal lorsque vous arrivez, et non cach\u00e9e derri\u00e8re le comptoir. \u00bb<\/p>\n\n\n\n

Rien qu’\u00e0 Bruxelles, Lucien aimerait s’\u00e9tendre \u00e0 six ou sept magasins, apr\u00e8s quoi la ville suivante sera dans son viseur. L’occasion est \u00e9galement un potentiel d’expansion. L’opportunit\u00e9 commerciale n’est pas \u00e0 sous-estimer : \u00ab Prenez le plan d\u00e9couverte Stroemer, o\u00f9 vous louez un ‘speed pedelec’ pendant un an pour 150 euros par mois. Pour ce prix-l\u00e0, on ne fait m\u00eame plus le plein d’essence et il ne faut pas cracher 6 000 euros d’un coup. Ensuite, nous pouvons vendre le v\u00e9lo en occasion. Notre mission est de voir autant de cyclistes heureux que possible sur la route. \u00bb<\/p>\n\n\n\n

\n
Cliquez ici pour obtenir des billets pour la RetailDetail Day du 22\/09.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

La cha\u00eene de bicyclettes Lucien veut conqu\u00e9rir le march\u00e9 croissant de la \u00ab\u00a0mobilit\u00e9 urbaine\u00a0\u00bb. 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