{"id":19564,"date":"2017-06-12T14:42:54","date_gmt":"2017-06-12T14:42:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/adventure-targets-45-french-stores\/"},"modified":"2017-06-12T14:42:54","modified_gmt":"2017-06-12T14:42:54","slug":"adventure-targets-45-french-stores","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/adventure-targets-45-french-stores\/","title":{"rendered":"A.S. Adventure mikt op 45 Franse winkels"},"content":{"rendered":"<p>De verovering van Frankrijk is begonnen: vorige week opende <strong>A.S. Adventure<\/strong> een vestiging vlakbij Nice. Deze winkelopening illustreert de vernieuwde buitenlandse expansiestrategie van de retailer, die leerde uit eerder gemaakte fouten.\u00a0<\/p>\n<p><!--break--><\/p>\n<h2>Geen copy\/paste<\/h2>\n<p>Vier winkels per jaar wil A.S. Adventure vanaf nu openen in Frankrijk. Het startschot van <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/adventure-start-verovering-van-frankrijk\" target=\"_blank\" rel=\"noopener\">de nieuwe expansiepolitiek<\/a> werd gegeven op 7 juni met de opening van een verkooppunt in het moderne winkelcentrum Polygone Riviera in Cagnes-sur-Mer (nabij Nice). De winkel is geen kopie van een Belgische A.S. Adventure, maar werd op verschillende aspecten aangepast aan de Franse markt.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u201cBij onze eerste poging om met A.S. Adventure naar Frankrijk uit te breiden, maakten we fouten\u201d, gaf CEO Dominique Motte toe op het seminar \u201c<em>Retailers going cross-border<\/em>\u201d van BLSC en Comeos tijdens de vastgoedbeurs Realty. \u201cIn 2011 hanteerden we een \u2018copy\/paste\u2019 aanpak. We openden Franse winkels met dezelfde oppervlakte als de Belgische, op dezelfde destination locaties, met een Belgische merkenmix tegen Belgische prijzen. En we hanteerden het \u2018watervalprincipe\u2019: we begonnen in het nabije noorden, en van daar zouden we naar het zuiden afzakken. Vandaag weten we dat die aanpak niet werkt.\u201d Een winkel in Metz werd gesloten, een vestiging in Reims bleef wel open en fungeerde als testcase voor een aangepast concept.<\/p>\n<p>\u00a0<\/p>\n<h2>High traffic locaties<\/h2>\n<p>Want A.S. Adventure leerde uit de fouten en gaat nu voor een aanpak op maat van de Franse markt. Omwille van de rentabiliteit kiest de retailer voor winkels met een wat kleinere oppervlakte (zo\u2019n 1.500 m\u00b2), zonder bibliotheek, koffiecorner of mezzanine en zonder afdelingen Bike en Run (wegens de sterke positie van <strong>Decathlon<\/strong>). De merkenmix werd aangepast. Hiervoor huurde de keten de diensten in van de voormalige inkoopdirecteur van de Franse retailer <strong>Au Vieux Campeur<\/strong>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Omdat het een volstrekt onbekende naam is voor de Franse consument, opteert A.S. Adventure voor locaties met veel passage, bij voorkeur in grote winkelcentra, waarvan er in Frankrijk heel wat zijn. Voor deze winkelcentra is het aanbod van de outdoorretailer vernieuwend en complementair. Polygone Riviera in Nice is goed voor acht miljoen bezoekers. In oktober van dit jaar zal A.S. Adventure een winkel openen in Carr\u00e9 Senart, ten zuiden van Parijs, waar ook <strong>Veritas<\/strong> een verkooppunt heeft. Dat winkelcentrum is goed voor vijftien miljoen bezoekers.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u201cEn we kijken verder, onder andere naar Parijs, Annecy, Lyon, Marseille, Aix-en-Provence, Toulouse, Bordeaux\u2026 Het moet mogelijk zijn om op termijn 40 tot 45 winkels te openen en marktleider te worden als outdoor merkenretailer, aangezien Decathlon een privatelabelspeler is.\u201d\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De verovering van Frankrijk is begonnen: vorige week opende A.S. Adventure een vestiging vlakbij Nice. Deze winkelopening illustreert de vernieuwde buitenlandse expansiestrategie van de retailer, die leerde uit eerder gemaakte fouten.\u00a0 Geen copy\/paste Vier winkels per jaar wil A.S. Adventure vanaf nu openen in Frankrijk. Het startschot van de nieuwe expansiepolitiek werd gegeven op 7 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19562,"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":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-19564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A.S. 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