store check auchan shangai goachi 01 2015
TRANSCRIPT
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ALTAVIA
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ALTAVIA
Entre préparation du nouvel an, année du Mouton, et rappel du prospectus, l’entrée du magasin est communiquante et sans saturation … mise en avant de l’offre frais … et les QRCode pour télécharger l’appli Auchan sont omniprésents.
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ALTAVIA
La Chine est sans complexe 100% ‘’digital nativ & QRcode oriented’’ …
La faute à WeChat dont le scan de code barre est intégré…
Et les rappels au téléchargement de l’appli Auchan sont permanent.
Tradition et modernité se marient toujours très bien en Chine.
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ALTAVIA
Ilotages massifs, de l’ordre dans les alignements et dans les empilages, une signalétique au top graphiquement.
Affichages prix incontournables.
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Une politique d’écran pas très homogène.
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ALTAVIA 23/01/2015 14
Un rayon produits blancs mix de codes d’arrivage et de magasin. Marquages au sol et rappel avantages cartes.
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ALTAVIA
Gérer l’offre pléthorique….
En phase avec le prospectus….
Pour le nouvel an Chinois, on porte du rouge !
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ALTAVIA
Pas d’affichage électronique … classique broches + stop rayon + étiquettes papier.
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ALTAVIA 23/01/2015 25
On passe d’un
univers froid et vide dans le
‘’non food’’ à une
ambiance de bazar et de marché avec beaucoup de
présence ‘’humaine’’ pour le
food.
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En pénétrante food, c’est le royaume des ilotages massifs de marques… animatrices, ambiance ‘’sonore’’, dégustation animations…
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Animation permanente – RDV tous les matins 7h30 / 10h ‘’comme au marché’’ – Animation traditionnelle qui réduit le décalage entre le commerce de quartier et l’hyper.
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ALTAVIA
Réassurance permanente sur la qualité, la provenance… et accompagnement humain.
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ALTAVIA
Propreté, modernité
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ALTAVIA
Mais aussi authenticité… Cela fait bon ménage et respecte la tradition.
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ALTAVIA
Grande qualité d’exécution, espaces ‘’bien remplis’’ y compris en hauteur sans être oppressant.
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ALTAVIA
Rappel permanent des produits présents en DM….
En rayon et en poster mobile en allées centrales.
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ALTAVIA
Frais Libre Service le seul
endroit du magasin où l’on rencontre des
clients actifs
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