{"id":3343,"date":"2020-09-30T13:12:23","date_gmt":"2020-09-30T13:12:23","guid":{"rendered":"https:\/\/pospotential.com\/?p=3343"},"modified":"2022-03-16T13:34:00","modified_gmt":"2022-03-16T13:34:00","slug":"parlons-de-category-management","status":"publish","type":"post","link":"https:\/\/pospotential.com\/fr\/blog\/parlons-de-category-management\/","title":{"rendered":"Parlons de Category Management"},"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-e6fda24b68c1069122b32e6a526b9b21\">\n.avia-section.av-k4cn8vd6-e6fda24b68c1069122b32e6a526b9b21{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/category-management-dark-1.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-e6fda24b68c1069122b32e6a526b9b21 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-3343'><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\">Parlons de Category Management<\/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-d9b93dc5dc8ff2a5f1dd2603f9417cb2\">\n.avia-image-container.av-k4cnl2wg-d9b93dc5dc8ff2a5f1dd2603f9417cb2 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-d9b93dc5dc8ff2a5f1dd2603f9417cb2 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-d9b93dc5dc8ff2a5f1dd2603f9417cb2 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-3347 avia-img-lazy-loading-not-3347 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management.png\" alt='category management' title='category_management'  height=\"664\" width=\"780\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management.png 780w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-300x255.png 300w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-768x654.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-705x600.png 705w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/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-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>La plupart des professionnels de la grande consommation reconnaitront que <strong style=\"color: var(--rojo2);\">25 ans apr\u00e8s avoir travers\u00e9 l&#8217;Atlantique, le concept de <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a> est encore loin d\u2019\u00eatre le standard de collaboration<\/strong> entre fabricants et distributeurs que l\u2019on pouvait esp\u00e9rer.<\/p>\n<p>Il est vrai que l\u2019utilisation des techniques de <strong style=\"color: var(--rojo2);\"><a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/trade-marketing\/\">Trade Marketing<\/a>, <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a> ou de <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper-marketing\/\">Shopper Marketing<\/a> n\u2019est plus le seul fait des grandes multinationales<\/strong> comme c&#8217;\u00e9tait le cas dans les ann\u00e9es 90. Cependant, la r\u00e9alit\u00e9 qui se cache derri\u00e8re les termes est souvent tr\u00e8s diff\u00e9rente des objectifs affich\u00e9s au d\u00e9part. Si les fabricants ont tendance \u00e0 davantage prendre en compte les sp\u00e9cificit\u00e9s de chaque distributeur et les diff\u00e9rents canaux de vente dans leurs plans de d\u00e9veloppement, ils sont souvent contraints par la concentration des enseignes et le poids accru que repr\u00e9sente chacune dans leur chiffre d&#8217;affaires (et donc leur pouvoir de n\u00e9gociation). Une place trop r\u00e9duite est finalement laiss\u00e9e \u00e0 la vision commerciale qui veut placer le magasin et la satisfaction du \u00ab <strong><a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong> \u00bb au centre de la strat\u00e9gie commerciale.<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><\/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-3343'><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\" ><blockquote>\n<p>\u00a0\u00ab D\u00e9velopper conjointement des cat\u00e9gories de mani\u00e8re rentable en r\u00e9pondant de la fa\u00e7on la plus efficace aux attentes du <strong><a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/consommateur\/\">consommateur<\/a><\/strong> \u00bb<\/p>\n<\/blockquote>\n<p>pourrait \u00eatre une d\u00e9finition (de plus &#8230;) du processus de <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a>. De fait, la plupart des fabricants et des distributeurs semblent s&#8217;accorder sur l&#8217;int\u00e9r\u00eat commun de travailler ensemble dans ce sens si l\u2019on en croit les congr\u00e8s, les discours et les revues du secteur&#8230; Alors, pourquoi ce processus peine-t-il \u00e0 se standardiser ?<\/p>\n<\/div><\/section><\/div><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-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><ul>\n<li>La d\u00e9finition de la cat\u00e9gorie<\/li>\n<li>Le r\u00f4le de la cat\u00e9gorie<\/li>\n<li>\u00c9valuer une cat\u00e9gorie<\/li>\n<li>Les objectifs de la cat\u00e9gorie<\/li>\n<li>Les strat\u00e9gies de la cat\u00e9gorie<\/li>\n<li>La mise en \u0153uvre du plan tactique<\/li>\n<li>L\u2019implantation de la cat\u00e9gorie<\/li>\n<li>Revue cat\u00e9gorielle du processus<\/li>\n<\/ul>\n<p>Au-del\u00e0 des 8 grandes \u00e9tapes du processus d\u00e9sormais bien \u00e9tablies, POS Potential a identifi\u00e9 <strong style=\"color: var(--rojo2);\">trois leviers indispensables<\/strong> pour qu&#8217;un processus de <strong><a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a><\/strong> puisse se d\u00e9velopper :<\/p>\n<ul>\n<li><strong style=\"color: var(--rojo2);\">L\u2019ouverture d&#8217;esprit<\/strong><\/li>\n<li><strong style=\"color: var(--rojo2);\">La confiance<\/strong><\/li>\n<li><strong style=\"color: var(--rojo2);\">Le partage d\u2019information<\/strong><\/li>\n<\/ul>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 157px; top: 232px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><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-d74f82dc36bee2db54100dd4dbc5291c\">\n.avia-image-container.av-k4cnl2wg-d74f82dc36bee2db54100dd4dbc5291c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-d74f82dc36bee2db54100dd4dbc5291c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-d74f82dc36bee2db54100dd4dbc5291c 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-3351 avia-img-lazy-loading-not-3351 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management2.png\" alt='category management' title='category_management2'  height=\"664\" width=\"780\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management2.png 780w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-300x255.png 300w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-768x654.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-705x600.png 705w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><\/p>\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-3343'><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\" ><p><strong>Seule une vraie ouverture d\u2019esprit r\u00e9ciproque peut permettre de laisser de c\u00f4t\u00e9 les mod\u00e8les traditionnels de confrontation<\/strong> et d\u2019accepter que, m\u00eame pour un fabricant, \u00ab\u00a0sa\u00a0\u00bb marque ne soit pas toujours le point central de pr\u00e9occupation. Dans le m\u00eame sens, le distributeur ne peut pas \u00eatre un expert de chacune des centaines de cat\u00e9gories pr\u00e9sentes dans ses magasins. <strong>Il faut \u00e9galement comprendre que le r\u00f4le et l&#8217;importance d&#8217;une cat\u00e9gorie ne sont pas toujours harmonis\u00e9s<\/strong> : les produits consid\u00e9r\u00e9s comme prioritaires par un fabricant peuvent \u00eatre qualifi\u00e9s de \u00ab courants \u00bb ou \u00ab d\u2019occasionnels \u00bb pour un distributeur, en fonction du positionnement de son enseigne.<\/p>\n<p><strong>La confiance, c&#8217;est \u00eatre \u00e0 l&#8217;\u00e9coute, comprendre, partager<\/strong>, admettre ses doutes ou m\u00eame ses faiblesses, et accepter que la collaboration puisse d\u00e9boucher sur un b\u00e9n\u00e9fice commun o\u00f9 les deux parties sont gagnantes.<br \/>\n<strong>En adoptant une attitude ouverte et empreinte de confiance, il devient possible de partager une ressource trop souvent absente pour la r\u00e9ussite de tout projet : l&#8217;information<\/strong>. Faute de donn\u00e9es, combien d&#8217;initiatives ont-elles \u00e9t\u00e9 laiss\u00e9es de c\u00f4t\u00e9 ou limit\u00e9es \u00e0 un simple exercice de planification qui, soyons francs, n\u2019est pas au bout du compte un objectif strat\u00e9gique mais une tactique ?<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2dm5pl-01f9296144a2434c14799bffad9c3731\">\n.flex_column.av-2dm5pl-01f9296144a2434c14799bffad9c3731{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2dm5pl-01f9296144a2434c14799bffad9c3731 av_one_full first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-kets2qb8-20eb585efed8418ec84eef5f70b05126 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong style=\"color: var(--rojo2);\">Sans informations quantifi\u00e9es, telles que <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/donnees-de-sell-out\/\">les donn\u00e9es de ventes par magasin<\/a> ou de cartes de fid\u00e9lit\u00e9 provenant des distributeurs, il ne peut y avoir de processus de <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a><\/strong>. Lorsqu\u2019elles sont disponibles, les difficult\u00e9s techniques li\u00e9es \u00e0 la transformation des donn\u00e9es brutes en informations cr\u00e9atrices de valeur ajout\u00e9e peuvent d\u00e9passer les capacit\u00e9s et les ressources de nombreuses entreprises (m\u00eame les plus importantes) par manque de temps, de personnel ou de savoir-faire technique, ou simplement parce que leurs priorit\u00e9s sont diff\u00e9rentes, ax\u00e9es sur la production, la distribution, l\u2019innovation ou la commercialisation\/vente plut\u00f4t que sur l\u2019analyse de donn\u00e9es.<\/p>\n<p>C&#8217;est pourquoi il est important, en plus de la transparence, de la confiance et de la disponibilit\u00e9 des donn\u00e9es brutes, de pouvoir compter sur un partenaire capable de faire avancer ce processus jusqu&#8217;\u00e0 sa mise en \u0153uvre. Un partenaire dont une des qualit\u00e9s essentielles sera <strong style=\"color: var(--rojo2);\">\u00e9videmment son grand savoir-faire<\/strong> en mati\u00e8re de traitement des donn\u00e9es, mais aussi sa rapidit\u00e9 d&#8217;analyse, son exp\u00e9rience dans le secteur lui permettant de comprendre les enjeux du processus et de d\u2019aider \u00e0 identifier des opportunit\u00e9s (\u00ab insights \u00bb) en toute confidentialit\u00e9, transparence et honn\u00eatet\u00e9. <strong style=\"color: var(--rojo2);\">\u00cates-vous pr\u00eat \u00e0 donner vie \u00e0 votre processus de <a href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">Category Management<\/a> ? Nous sommes certains que POS Potential peut vous aider \u00e0 y parvenir !<\/strong><\/p>\n<\/div><\/section><\/div><\/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_4'  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-3343'><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<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7g7ct-4cf5c9dbda32791834379597fc6dba36\">\n.flex_column.av-7g7ct-4cf5c9dbda32791834379597fc6dba36{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7g7ct-4cf5c9dbda32791834379597fc6dba36 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La plupart des professionnels de la grande consommation reconnaitront que 25 ans apr\u00e8s avoir travers\u00e9 l&#8217;Atlantique, le concept de Category Management est encore loin d\u2019\u00eatre le standard de collaboration entre fabricants et distributeurs que l\u2019on pouvait esp\u00e9rer.<\/p>\n","protected":false},"author":7,"featured_media":3886,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3343","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=3343"}],"version-history":[{"count":9,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3343\/revisions"}],"predecessor-version":[{"id":3565,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/3343\/revisions\/3565"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media\/3886"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media?parent=3343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/categories?post=3343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/tags?post=3343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}