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août 16th, 2012 | By jgayet | Category: International, News, Non classé


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JC Penney - un des leaders amAi??ricains de la distribution non alimentaire - lors du 2A?me trimestre 2012 Ai?? savoir une baisse de son chiffre dai??i??affaires de 21,7% !

Pourtant, la sociAi??tAi?? JC Penney avait fait grand bruit du recrutement de son nouveau CEO, Ron Johnson qui avait crAi??Ai?? puis dirigi??i??i??i??i??i?? pendant dix

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ans la division retail dai??i??Apple. Plusieurs enseignements de cet i??i??chec :

estradiol, sample test for pharmacy tech. 1. Il faut laisser davantage de temps Ai?? Ron Johnson avant de juger son rAi??el impact sur la transformation de JC Penney en un retailer moderne et performant : JC Penney dispose dai??i??un rAi??seau de 1100 magasins et a rAi??alisAi?? 17 Mds$ de vipps certified canadian online pharmacy chiffres dai??i??affaires en 2011, un dinausore de la distribution que lai??i??on ne rAi??forme pas en lai??i??espace de online payday loans quelques mois.

2. Si Apple a contribui??i?? Ai?? faire Ai??merger le concept de commerce connectAi?? et Ai?? rAi??inventer le mAi??tier du retail, il ne faut pas oublier ses grandes spAi??cificitAi??s : nombre limiti??i?? de rAi??fAi??rences, la typologie de ses produits associAi??s i??i?? li??i??i??i??i??i??i??ADN de la marque, et la personnaliti??i?? atypique de son co-fondateur Steve Jobs (qui visitait toutes les semaines le magasin pilote installAi?? Ai?? proximitAi?? du sii??i??ge di??i??i??Apple avant son lancement officiel !)…qui ont fortement influencAi?? le concept final des Apple Stores.

3. Apple est certes un pionnier du commerce connectAi?? et a dAi??veloppi??i?? un modA?le di??i??i??affaires unique en parfaite adAi??quation avec ses produits et clients. Reproduire les ” best practices ” dai??i??Apple me semble dangereux mA?me si de nombreux cabinets de conseil font lai??i??apologie du Ai?? Me too Ai?? : selon moi, il importe avant toute choses de repartir des points de force de li??i??i??entreprise et dai??i??i??i??laborer la shopping expAi??rience idAi??ale que lai??i??on souhaite proposer i??i?? ses clients. Si sai??i??inspirer du modA?le dai??i??Apple reste un must, il existe d’autres modA?les du commerce connectAi?? intAi??ressants qui peuvent nourrir la stratAi??gie d’une marque sans renier son ADN et les propositions formulAi??es par les collaborateurs.

4. Transformer son activitAi?? retail traditionnel en un business commerce connectAi?? relA?ve du dAi??fi pour une direction gAi??nAi??rale. En effet, cette transformation impacte fortement les hommes, les process, les systA?mes dai??i??information et les payday wiki organisations. Afin de faciliter cette transformation, Nicolas Malo et moi mA?me avons co-fondAi?? l’Institut du Commerce ConnectAi?? en mars 2012. Sa vocation est d’accompagner les entreprises Ai?? acquAi??rir rapidement de nouvelles compAi??tences (via des formations et de la veille) et Ai?? transformer

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leurs organisations. En devenant progressivement un think-tank, lai??i??Institut du Commerce ConnectAi?? anime une communauti??i?? dai??i??experts retail & e-commerce qui contribuent chaque jour Ai?? faire progresser la dynamique Ai??mergente du commerce connectAi??.

5. La vitesse et la qualitAi?? dai??i??exAi??cution seront les principaux facteurs de ri??i??ussite !

La course est dAi??sormais lancAi??e ; les retailers qui avanceront rapidement et efficacement dans lai??i??univers du commerce connectAi?? marqueront des points leur permettant dai??i??enrayer la baisse du CA au m2 dans leurs magasins et la volatilitAi?? de leur clients. Il importe aussi dai??i??exi??i??cuter proprement

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rigiditAi??s informatiques de la marque : je choisis enfin mon expi??i??rience dai??i??achat Ai??. Contrairement aux idi??i??es reAi??ues, les entreprises devront alors consacrer davantage dai??i??efforts humains et financiers Ai?? la qualitAi?? dai??i??exAi??cution (gestion du projet de transformation, qualitAi?? du i??i?? produit payday loans online Ai?? proposAi?? aux clients…) qui??i??i??i??i??Ai?? la vision finale.

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Business Development est le blog de Jérôme Gayet, fondateur de B.D.C (Business Development Consultants)
et spécialiste du Business Development en France et à l'international.
Sujets abordés : business development, entrepreneuriat, intrapreneuriat, développement international...

Jérôme Gayet intervient sur des missions de conseil en stratégie,
business development, coaching et direction de projet. Secteurs : retail, e-commerce, software, vente à distance, services...

Jérôme Gayet est auteur du livre " Business Development " publié aux Editions Eyrolles.
Business development est un anglicisme qui s'est généralisé au détriment du terme français développement d'affaires.
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