{"id":3279,"date":"2020-08-25T14:50:34","date_gmt":"2020-08-25T14:50:34","guid":{"rendered":"https:\/\/pospotential.com\/?p=3279"},"modified":"2021-09-21T14:22:57","modified_gmt":"2021-09-21T14:22:57","slug":"net-revenue-management-et-smart-data","status":"publish","type":"post","link":"https:\/\/pospotential.com\/fr\/blog\/net-revenue-management-et-smart-data\/","title":{"rendered":"Net Revenue Management et Smart Data?"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-224cdba2960b7360b84532cd4a639a0c\">\n.avia-section.av-k4cn8vd6-224cdba2960b7360b84532cd4a639a0c{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/pospotential-net-revenue.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-224cdba2960b7360b84532cd4a639a0c main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3279'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-ba490ea48cc07f188fa669778728e78b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">Net Revenue Management et Smart Data?<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Gilles Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-2f58a108e2d3f095b5f008134aef7b22\">\n.avia-image-container.av-k4cnl2wg-2f58a108e2d3f095b5f008134aef7b22 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-2f58a108e2d3f095b5f008134aef7b22 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-2f58a108e2d3f095b5f008134aef7b22 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-1730 avia-img-lazy-loading-not-1730 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management.jpg\" alt='revenue management' title='net-revenue-management'  height=\"664\" width=\"1000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management.jpg 1000w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-300x199.jpg 300w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-768x510.jpg 768w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-705x468.jpg 705w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-f41c8e2e32825fa1acc76cdd2d39f8f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>On parle de plus en plus de l\u2019application des techniques de \u00ab <strong style=\"color: var(--rojo2);\">Net Revenue Management<\/strong> \u00bb au monde de la grande consommation mais de quoi s\u2019agit-il r\u00e9ellement ? Quelles sont leurs applications et leurs b\u00e9n\u00e9fices et surtout de quelle fa\u00e7on pouvons-nous tirer le meilleur parti de cette technique ?<\/p>\n<p>Le concept de Revenue Management est apparu dans l&#8217;industrie du transport a\u00e9rien dans les ann\u00e9es 70 et s\u2019est \u00e9tendu \u00e0 l\u2019h\u00f4tellerie \u00e0 partir des ann\u00e9es 80. Son utilisation est typique d&#8217;une activit\u00e9 pour laquelle il est n\u00e9cessaire de maximiser le rendement d\u2019actifs tr\u00e8s co\u00fbteux o\u00f9 la croissance en volume est difficile \u00e0 r\u00e9aliser sans des investissements importants et o\u00f9 l\u2019optimisation du chiffre d\u2019affaires net est l\u2019\u00e9l\u00e9ment cl\u00e9 du succ\u00e8s.<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3279'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-75f76cb219c778b1f1d89c60f5a1f83b\">\n#top .av_textblock_section.av-k4b8xxgm-75f76cb219c778b1f1d89c60f5a1f83b .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-75f76cb219c778b1f1d89c60f5a1f83b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>Le monde de la grande consommation, apr\u00e8s avoir connu une forte croissance en volume gr\u00e2ce \u00e0 une combinaison de gains de p\u00e9n\u00e9tration et de demande dans les ann\u00e9es 70 \u00e0 90, se trouve depuis quelques ann\u00e9es dans une situation de stagnation pour de nombreuses cat\u00e9gories. Il est de plus en plus difficile de g\u00e9n\u00e9rer de la croissance avec les m\u00eames leviers et il est n\u00e9cessaire d\u2019optimiser \u00e0 la fois prix net et mix. G\u00e9rer le \u00ab topline \u00bb (ou CA net) pour optimiser son retour c\u2019est ce que l\u2019on appelle en anglais le Net Revenue Management.<\/p>\n<p>Dans une \u00e9tude r\u00e9alis\u00e9e en 2017, le Boston Consulting Group constate : \u00ab Au cours des trois derni\u00e8res ann\u00e9es, plus de deux tiers de la croissance du CA net &#8211; et une proportion encore plus grande de la croissance des b\u00e9n\u00e9fices &#8211; parmi les 50 premi\u00e8res entreprises mondiales en biens de grande consommation (FMCG) proviennent des effets de prix et mix plut\u00f4t que de la croissance en volume \u00bb.<\/p>\n<p>Le d\u00e9fi du Net Revenue Management consiste alors \u00e0 faire en sorte que le bon produit soit vendu dans le bon format et propos\u00e9 au bon \u00ab\u00a0shopper\u00a0\u00bb au prix optimal. Plus facile \u00e0 \u00e9crire qu&#8217;\u00e0 faire, n\u2019est-ce pas ? La clart\u00e9 de la strat\u00e9gie et la disponibilit\u00e9 de l&#8217;information ad\u00e9quate constituent une grande partie de la r\u00e9ponse et c\u2019est l\u00e0 o\u00f9 le Smart Data devient un \u00e9l\u00e9ment cl\u00e9.<\/p>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-f41c8e2e32825fa1acc76cdd2d39f8f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Lorsqu\u2019il s\u2019agit d&#8217;\u00e9valuer et de prendre des d\u00e9cisions sur les principaux leviers du Net Revenue Management, il est essentiel d&#8217;ajouter de la valeur \u00e0 la mati\u00e8re premi\u00e8re des donn\u00e9es de ventes qu\u2019elles soient de \u00ab <strong style=\"color: var(--rojo2);\">sell-out<\/strong> \u00bb ou \u00ab <strong style=\"color: var(--rojo2);\">sell-in<\/strong> \u00bb, carte de fid\u00e9lit\u00e9 ou autres, en les transformant optimisation de l\u2019assortiment, en comparaisons de r\u00e9seaux de distribution, en retour sur investissement promotionnel, en efficacit\u00e9 de mix produits ou en suivi des prix et de leurs effets sur la demande. Les donn\u00e9es doivent devenir fluides et adaptables aux besoins changeants de l&#8217;entreprise pour permettre des d\u00e9cisions rapides \u00e0 la fois strat\u00e9giques et tactiques et influencer positivement les r\u00e9sultats de l\u2019entreprise.<\/p>\n<p><strong style=\"color: var(--rojo2);\">Il est clair que sans une vrais strat\u00e9gie de \u00ab\u00a0Smart Data\u00a0\u00bb le processus de Net Revenue Management ne sera rien de plus qu&#8217;une bonne id\u00e9e. Votre entreprise est-elle pr\u00eate pour ce nouveau d\u00e9fi?<\/strong><\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5\">\n.flex_column.av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-835e7f4cd3f85d6cebe2239a1e952378\">\n.avia-image-container.av-k4cnl2wg-835e7f4cd3f85d6cebe2239a1e952378 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-835e7f4cd3f85d6cebe2239a1e952378 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-835e7f4cd3f85d6cebe2239a1e952378 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-1732 avia-img-lazy-loading-not-1732 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-smart-data.jpg\" alt='net revenue management smart data' title='net-revenue-management-smart-data'  height=\"664\" width=\"1000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-smart-data.jpg 1000w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-smart-data-300x199.jpg 300w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-smart-data-768x510.jpg 768w, https:\/\/pospotential.com\/wp-content\/uploads\/net-revenue-management-smart-data-705x468.jpg 705w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3279'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2 class=\"claim-blog\">Si vous \u00eates arriv\u00e9\u00b7e jusqu\u2019ici, vous \u00eates \u00e0 deux doigts de pouvoir vendre plus et mieux ! Qu&#8217;avez vous pens\u00e9 de ce post?<\/h2>\n<\/div><\/section><br \/>\n<\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-79ff81c021393065cee878051452f6a6\">\n.flex_column.av-av_one_full-79ff81c021393065cee878051452f6a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-79ff81c021393065cee878051452f6a6 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On parle de plus en plus de \u00abNet Revenue Management\u00bb appliqu\u00e9 au domaine de la consommation de masse, mais de quoi s&#8217;agit-il vraiment? Quels sont ses applications et ses avantages et surtout<\/p>\n","protected":false},"author":7,"featured_media":1728,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[35,62,76,37],"class_list":["post-3279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-big-data-2-fr","tag-fmcg-2-fr","tag-fmcg-fr","tag-smart-data-2-fr"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3279","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/comments?post=3279"}],"version-history":[{"count":10,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3279\/revisions"}],"predecessor-version":[{"id":3295,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3279\/revisions\/3295"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media\/1728"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media?parent=3279"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/categories?post=3279"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/tags?post=3279"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}