{"id":3619,"date":"2020-10-30T17:05:33","date_gmt":"2020-10-30T17:05:33","guid":{"rendered":"https:\/\/pospotential.com\/?p=3619"},"modified":"2021-09-21T14:37:41","modified_gmt":"2021-09-21T14:37:41","slug":"donnees-magasins-quels-indicateurs-pour-quels-objectifs","status":"publish","type":"post","link":"https:\/\/pospotential.com\/fr\/blog\/donnees-magasins-quels-indicateurs-pour-quels-objectifs\/","title":{"rendered":"Donn\u00e9es magasins\u00a0: quels indicateurs pour quels objectifs ?"},"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-k4cn8vd6-16ed7f8a0b49c720e89851715ff53d22\">\n.avia-section.av-k4cn8vd6-16ed7f8a0b49c720e89851715ff53d22{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/sellout_bg.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-16ed7f8a0b49c720e89851715ff53d22 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-3619'><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\">Donn\u00e9es magasins\u00a0: quels indicateurs pour quels objectifs ?<\/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-560ac489611c2bed8106677bacf29815\">\n.avia-image-container.av-k4cnl2wg-560ac489611c2bed8106677bacf29815 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-560ac489611c2bed8106677bacf29815 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-560ac489611c2bed8106677bacf29815 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-3624 avia-img-lazy-loading-not-3624 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/sellout.jpg\" alt='' title='sellout'  height=\"608\" width=\"500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/sellout.jpg 500w, https:\/\/pospotential.com\/wp-content\/uploads\/sellout-247x300.jpg 247w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/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><strong style=\"color: var(--rojo2);\">Suivre correctement l\u2019activit\u00e9 du point de vente est une des cl\u00e9s de l\u2019excellence op\u00e9rationnelle.<\/strong> Pour autant, il n\u2019est parfois pas si facile de prioriser efficacement les diff\u00e9rentes donn\u00e9es disponibles. <strong style=\"color: var(--rojo2);\">Le but de ce post est d\u2019essayer d\u2019y voir un peu plus clair en commen\u00e7ant par faire la part des choses entre donn\u00e9es quantitatives de \u00ab\u00a0r\u00e9sultats\u00a0\u00bb et donn\u00e9es qualitatives de \u00ab\u00a0moyens mis en \u0153uvre \u00bb<\/strong> pour suivre et optimiser les ventes au niveau de chaque magasin.<\/p>\n<p>Un r\u00e9f\u00e9rencement, une TG ou une part de lin\u00e9aire cible n\u2019ont jamais \u00e9t\u00e9 des buts en soi mais bien des leviers d\u2019action pour atteindre l\u2019objectif de vendre mieux et plus, de fa\u00e7on rentable et durable.<\/p>\n<p><strong style=\"color: var(--rojo2);\">C\u2019est la disponibilit\u00e9 et la comparaison des indicateurs quantitatifs et de qualit\u00e9 op\u00e9rationnelle qui permettent de juger de l\u2019efficacit\u00e9 des strat\u00e9gies et tactiques<\/strong> mises en \u0153uvre et d\u2019affecter les ressources ad\u00e9quates aux circuits et PDV qui les n\u00e9cessitent.<\/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-3619'><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_half 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>LES INDICATEURS FONDAMENTAUX<\/p>\n<p>On peut cat\u00e9goriser les indicateurs fondamentaux au niveau magasin de la mani\u00e8re suivante :<\/p>\n<p><strong style=\"color: #15182e;\">Indicateurs quantitatifs (combien ?)<\/strong><\/p>\n<ul>\n<li>Chiffre d\u2019affaire et \u00e9volution<\/li>\n<li>Rotations<\/li>\n<li>Part de March\u00e9<\/li>\n<\/ul>\n<p><strong style=\"color: #15182e;\">Indicateurs de qualit\u00e9 op\u00e9rationnelle (comment ?)<\/strong><\/p>\n<ul>\n<li>Prix<\/li>\n<li>Pr\u00e9sence de l\u2019assortiment\n<ul>\n<li>Rupture<\/li>\n<li>Innovation<\/li>\n<li>R\u00e9f\u00e9rencement<\/li>\n<\/ul>\n<\/li>\n<li>Exposition\n<ul>\n<li>Part de lin\u00e9aire<\/li>\n<li>Hauteur de lin\u00e9aire<\/li>\n<li>Pr\u00e9sence promo (oui\/non et type d\u2019exposition)<\/li>\n<li>Communication<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Les trois sources de donn\u00e9es principales de ces indicateurs sont :<\/p>\n<ul>\n<li><strong style=\"color: #15182e;\">Les ventes en sorties de caisses<\/strong> aussi appel\u00e9es \u201cSell-Out\u201d ou \u201cPOS data\u201d (\u00ab point of sale \u00bb) qui peuvent \u00eatre issues des transactions r\u00e9alis\u00e9es avec la carte de fid\u00e9lit\u00e9 du magasin.<\/li>\n<li><strong style=\"color: #15182e;\">Les relev\u00e9s<\/strong> effectu\u00e9s par la force de vente (CRM, Statigest) ou par les pan\u00e9listes<\/li>\n<li><strong style=\"color: #15182e;\">Les livraisons directes<\/strong> en point de vente (ou \u201cSell-In\u201d)<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47\">\n.flex_column.av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47 av_one_half 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-k4cnl2wg-30bb3c730bac78fcb563927d8e23f365\">\n.avia-image-container.av-k4cnl2wg-30bb3c730bac78fcb563927d8e23f365 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-30bb3c730bac78fcb563927d8e23f365 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-30bb3c730bac78fcb563927d8e23f365 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-3632 avia-img-lazy-loading-not-3632 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/sellout2.jpg\" alt='Foto de Oleg Magni en Pexels' title='sellout2'  height=\"667\" width=\"500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/sellout2.jpg 500w, https:\/\/pospotential.com\/wp-content\/uploads\/sellout2-225x300.jpg 225w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/div><\/div><\/div><\/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>LES DONN\u00c9ES \u00ab\u00a0SELL-OUT\u00a0\u00bb<\/p>\n<p><strong style=\"color: var(--rojo2);\">Les donn\u00e9es Sell-Out sont les seules qui permettent de connaitre les \u00e9l\u00e9ments quantitatifs de la demande<\/strong> puisqu\u2019elles sont issues des ventes en caisse de chaque magasin.<\/p>\n<p>Elles permettent \u00e9galement d\u2019appr\u00e9cier un nombre important d\u2019\u00e9l\u00e9ments qualitatifs une fois valoris\u00e9es et travaill\u00e9es gr\u00e2ce aux algorithmes ad\u00e9quats<\/p>\n<p><strong style=\"color: var(--rojo2);\">Ce sont des donn\u00e9es exhaustives<\/strong> car dans le cadre du partage d\u2019information les distributeurs fournissent en g\u00e9n\u00e9ral des \u00e9l\u00e9ments relatifs \u00e0 tous les canaux y compris SM et proximit\u00e9.<\/p>\n<p>Elles donnent acc\u00e8s \u00e0 un nombre important d\u2019indicateurs\u00a0:<\/p>\n<p><strong style=\"color: var(--rojo2);\">Indicateurs quantitatifs (combien ?)<\/strong><\/p>\n<ul>\n<li>Chiffre d\u2019affaire et \u00e9volution<\/li>\n<li>Rotations<\/li>\n<li>Part de March\u00e9<\/li>\n<\/ul>\n<p><strong style=\"color: var(--rojo2);\">Indicateurs de qualit\u00e9 op\u00e9rationnelle (comment ?)<\/strong><\/p>\n<ul>\n<li>Prix<\/li>\n<li>Pr\u00e9sence de l\u2019assortiment\n<ul>\n<li>Rupture<\/li>\n<li>Innovation<\/li>\n<li>R\u00e9f\u00e9rencement<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong style=\"color: var(--rojo2);\">Seuls les \u00e9l\u00e9ments qualitatifs d\u2019exposition demeurent en dehors des donn\u00e9es fournies ou calcul\u00e9es \u00e0 partir des donn\u00e9es de Sell-Out.<\/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  '     ><section  class='av_textblock_section av-k4b8xxgm-f41c8e2e32825fa1acc76cdd2d39f8f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>LES DONN\u00c9ES \u00ab\u00a0SELL-IN\u00a0\u00bb<\/p>\n<p><strong style=\"color: var(--rojo2);\">Les donn\u00e9es Sell-In sont celles de la mesure traditionnelle de la vente magasin<\/strong> r\u00e9alis\u00e9e \u00e0 partir des livraisons directes \u00e0 chacun d\u2019entre eux.<\/p>\n<p><strong style=\"color: var(--rojo2);\">Elles sont limit\u00e9es aux magasins livr\u00e9s en direct<\/strong>, pratique qui s\u2019est consid\u00e9rablement r\u00e9duite avec la g\u00e9n\u00e9ralisation des plateformes de distribution privant ainsi les fabricants d\u2019un indicateur fondamental.<\/p>\n<p><strong style=\"color: var(--rojo2);\">Elles sont un excellent compl\u00e9ment des donn\u00e9es de \u00ab\u00a0Sell-Out\u00a0\u00bb<\/strong> puisqu\u2019elles permettent de calculer le stock pr\u00e9sent chez le distributeur m\u00eame si on ne dispose de cette information qu\u2019au niveau de chaque plate-forme.<\/p>\n<p><strong style=\"color: var(--rojo2);\">Indicateurs quantitatifs (combien ?)<\/strong><\/p>\n<ul>\n<li>Chiffre d\u2019affaire<\/li>\n<li>Rotations<\/li>\n<\/ul>\n<p><strong style=\"color: var(--rojo2);\">Indicateurs de qualit\u00e9 op\u00e9rationnelle (comment ?)<\/strong><\/p>\n<ul>\n<li>Pr\u00e9sence de l\u2019assortiment\n<ul>\n<li>R\u00e9f\u00e9rencement<\/li>\n<li>Innovation<\/li>\n<\/ul>\n<\/li>\n<\/ul>\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_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-3619'><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_half 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-k4cnl2wg-c114bc7fbb399e12c6701ceb88c47dc5\">\n.avia-image-container.av-k4cnl2wg-c114bc7fbb399e12c6701ceb88c47dc5 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-c114bc7fbb399e12c6701ceb88c47dc5 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-c114bc7fbb399e12c6701ceb88c47dc5 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-3655 avia-img-lazy-loading-not-3655 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/crm.jpg\" alt='Foto de Karolina Grabowska en Pexels' title='crm'  height=\"750\" width=\"500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/crm.jpg 500w, https:\/\/pospotential.com\/wp-content\/uploads\/crm-200x300.jpg 200w, https:\/\/pospotential.com\/wp-content\/uploads\/crm-470x705.jpg 470w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47\">\n.flex_column.av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-5d7b8e07a54e3e3e097f3061a6195b47 av_one_half 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>LES DONN\u00c9ES CRM<\/p>\n<p><strong style=\"color: #15182e;\">Les donn\u00e9es CRM (ou relev\u00e9s lin\u00e9aires) permettent de connaitre les \u00e9l\u00e9ments qualitatifs de la pr\u00e9sence des r\u00e9f\u00e9rences<\/strong> puisqu\u2019elles sont issues des observations r\u00e9alis\u00e9es dans chaque magasin par la force de vente (outils de type Statigest) ou par les pan\u00e9listes<\/p>\n<p><strong style=\"color: #15182e;\">Elles sont limit\u00e9es aux magasins visit\u00e9s<\/strong> puisque les forces de ventes ne couvrent jamais l\u2019int\u00e9gralit\u00e9 des canaux notamment en SM et proximit\u00e9<\/p>\n<p><strong style=\"color: #15182e;\">Elles ont essentiellement une valeur statistique<\/strong> car la fr\u00e9quence des visites (au mieux hebdomadaire) ne permet pas d\u2019appr\u00e9cier toute la situation notamment en ce qui concerne les ruptures et les PVC<\/p>\n<p><strong style=\"color: #15182e;\">Elles sont pour autant le compl\u00e9ment id\u00e9al des donn\u00e9es \u00ab Sell-Out \u00bb<\/strong> en ce qui concerne la part de lin\u00e9aire et la qualit\u00e9 de la pr\u00e9sence promotionnelle<\/p>\n<p><strong style=\"color: #15182e;\">Indicateurs quantitatifs (combien ?)<\/strong><\/p>\n<ul>\n<li>Aucun<\/li>\n<\/ul>\n<p><strong style=\"color: #15182e;\">Indicateurs de qualit\u00e9 op\u00e9rationnelle (comment ?)<\/strong><\/p>\n<ul>\n<li>Pr\u00e9sence de l\u2019assortiment (magasins visit\u00e9s)\n<ul>\n<li>R\u00e9f\u00e9rencement<\/li>\n<li>Innovation<\/li>\n<li>Ruptures (les jours des relev\u00e9s)<\/li>\n<\/ul>\n<\/li>\n<li>Exposition (magasins visit\u00e9s)\n<ul>\n<li>Part de lin\u00e9aire<\/li>\n<li>Hauteur de lin\u00e9aire<\/li>\n<li>Pr\u00e9sence promo<\/li>\n<li>Communication<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n\n\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-kets2qb8-48f2ae7b026d946bc47e8411bce06d8e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>LA COMBINAISON ID\u00c9ALE<br \/>\nLa combinaison de donn\u00e9es \u00ab\u00a0Sell-Out\u00a0\u00bb et des relev\u00e9s CRM voire des donn\u00e9es \u00ab\u00a0Sell-In\u00a0\u00bb et des panels permet d\u2019obtenir une vision parfaite non seulement des moyens mis en \u0153uvre au niveau de chaque magasin mais \u00e9galement des r\u00e9sultats des actions ce qui permet d\u2019en appr\u00e9cier la pertinence et la qualit\u00e9 de mise en place.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3642 aligncenter\" src=\"http:\/\/pospotential.com\/wp-content\/uploads\/flow.jpg\" alt=\"\" width=\"540\" height=\"435\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/flow.jpg 540w, https:\/\/pospotential.com\/wp-content\/uploads\/flow-300x242.jpg 300w, https:\/\/pospotential.com\/wp-content\/uploads\/flow-495x400.jpg 495w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/p>\n<\/div><\/section><\/div>\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_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-3619'><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-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><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Suivre correctement l\u2019activit\u00e9 du point de vente est une des cl\u00e9s de l\u2019excellence op\u00e9rationnelle. Pour autant, il n\u2019est parfois pas si facile de prioriser efficacement les diff\u00e9rentes donn\u00e9es disponibles<\/p>\n","protected":false},"author":7,"featured_media":3647,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Suivre correctement l\u2019activit\u00e9 commerciale \u00e0 partir des donn\u00e9es magasins est une des cl\u00e9s de l\u2019excellence op\u00e9rationnelle. 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