{"id":1585,"date":"2024-03-26T15:02:51","date_gmt":"2024-03-26T15:02:51","guid":{"rendered":"https:\/\/dividuals.be\/?p=1585"},"modified":"2024-03-26T15:05:46","modified_gmt":"2024-03-26T15:05:46","slug":"jardineries-animaleries-amenagement-exterieur","status":"publish","type":"post","link":"https:\/\/dividuals.be\/fr\/blog\/jardineries-animaleries-amenagement-exterieur\/","title":{"rendered":"Jardineries, animaleries, am\u00e9nagement ext\u00e9rieur\u00a0:\u00a0faut-il arroser tout le monde pour cro\u00eetre\u00a0?"},"content":{"rendered":"\n<p><strong>Les toutes-bo\u00eetes et actions locales de masse sont chers aux jardineries et autres enseignes d\u2019am\u00e9nagement ext\u00e9rieur, mais ces m\u00e9thodes sont-elles pertinentes&nbsp;? SIRIUS Insight vous propose d\u2019attaquer ce march\u00e9 sous un angle nouveau pour optimiser vos campagnes, r\u00e9duire vos co\u00fbts et booster vos ventes&nbsp;!<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le Belge et le jardinage<\/h2>\n\n\n\n<p>Avant de pouvoir proposer des am\u00e9nagements ext\u00e9rieurs \u00e0 un public, il faut avant tout savoir si celui-ci dispose d\u2019un ext\u00e9rieur \u00e0 am\u00e9nager. Cela para\u00eet \u00e9vident, pourtant <strong>de nombreuses personnes vivant en appartement continuent de recevoir des publicit\u00e9s pour des tracteurs tondeuses et autres balan\u00e7oires<\/strong>. Penchons-nous donc sur une statistique int\u00e9ressante&nbsp;: la proportion de <strong>m\u00e9nages vivant en appartement<\/strong> atteint les <strong>75 % dans la R\u00e9gion de Bruxelles-Capitale<\/strong>, <strong>27 % en Flandre<\/strong> et <strong>23 % en Wallonie<\/strong>. Des proportions qui, \u00e0 elles seules, permettent d\u00e9j\u00e0 de remettre en question ses choix en termes de ciblage. Mais cette statistique, aussi int\u00e9ressante soit-elle, nous en dit finalement peu sur les diff\u00e9rents profils qui composent notre pays.<\/p>\n\n\n\n<p>En effet, dans notre segmentation Dividuals\u00ae, nous avons r\u00e9parti l\u2019ensemble des m\u00e9nages belges \u00e0 travers <strong>10 segments <\/strong>(divis\u00e9s en 37 sous-segments). Ceci permet d\u2019explorer les nombreuses nuances du march\u00e9 et de conna\u00eetre les caract\u00e9ristiques et comportements de chaque type de m\u00e9nage. Nous pouvons ainsi constater que dans le top 3 des<strong> segments disposant le plus fr\u00e9quemment d\u2019un jardin<\/strong>, nous retrouvons le<strong> segment I <\/strong>(couples ais\u00e9s de 35 \u00e0 69 ans, vivant hors des centres-villes), qui figure \u00e9galement dans les 3 segments ayant une plus<strong> forte tendance \u00e0 poss\u00e9der un animal de compagnie.<\/strong><\/p>\n\n\n\n<p>Il devient alors \u00e9vident de se concentrer, entre autres, sur cette typologie de client en lui proposant, notamment, des<strong> articles de jardinage<\/strong>, mais \u00e9galement des articles issus de votre assortiment<strong> animalerie. <\/strong>En allant plus loin, nous pouvons \u00e9galement explorer les<strong> sous-segments <\/strong>qui composent la cat\u00e9gorie I<strong>, <\/strong>avec les couples sans enfant d\u2019un c\u00f4t\u00e9, et ceux avec enfants de l\u2019autre. Ainsi, pousser d\u2019autres produits tels que les jeux et portiques devient pertinent aupr\u00e8s d\u2019<strong>une audience encore plus restreinte, mais potentiellement plus int\u00e9ress\u00e9e par vos produits<\/strong>.<\/p>\n\n\n\n<p>En reliant vos clients \u00e0 ces profils types, vous <strong>approfondissez grandement vos connaissances<\/strong>&nbsp;! Ces crit\u00e8res et bien d\u2019autres (pr\u00e9sence d\u2019enfants ou non dans le m\u00e9nage, pr\u00e9sence d\u2019animaux de compagnie, habitudes de transport, loisirs\u2026) vous permettent de <strong>savoir ce que recherchent vraiment vos clients<\/strong> et de diversifier votre gamme en fonction.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/siriusinsight.be\/accueil\/dividuals-consumer-segmentation\/\"><img decoding=\"async\" src=\"https:\/\/siriusinsight.be\/wp-content\/uploads\/2023\/06\/S_Taille_Habitat.jpg\" alt=\"\" class=\"wp-image-5088\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Choisir le bon mix m\u00e9dia<\/h2>\n\n\n\n<p>Nous l\u2019avons vu, le toute-bo\u00eete non cibl\u00e9 n\u2019est pas le support le plus pertinent pour booster vos ventes. En diffusant un message g\u00e9n\u00e9rique au plus grand nombre, vous dispersez vos efforts et votre budget. Privil\u00e9giez plut\u00f4t des actions cibl\u00e9es telles que les direct mailings ainsi que de l\u2019affichage (OOH &amp; DOOH) <strong>dans des zones plus restreintes, mais o\u00f9 se concentrent les profils \u00e0 plus fort potentiel<\/strong>. Non seulement <strong>vous optimiserez vos co\u00fbts<\/strong>, mais en plus, <strong>vous r\u00e9duirez votre empreinte carbone<\/strong>.<\/p>\n\n\n\n<p>Bien entendu, ce ne sont l\u00e0 que des exemples de m\u00e9dias pertinents, et vous devrez bien s\u00fbr en ajouter d\u2019autres, tels que les r\u00e9seaux sociaux ou le SEA, la presse classique, mais toujours dans une <strong>logique de ciblage r\u00e9fl\u00e9chie<\/strong>, en phase avec vos clients potentiels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9tendre son r\u00e9seau<\/h2>\n\n\n\n<p>Ce qui est vrai pour optimiser votre point de vente actuel l\u2019est encore plus lorsqu\u2019il s\u2019agit d\u2019\u00e9tendre votre r\u00e9seau. Apr\u00e8s avoir <strong>analys\u00e9 le profil<\/strong> de vos clients, il est possible de rep\u00e9rer des zones o\u00f9 se concentrent des profils similaires. Pensez \u00e9galement \u00e0 bien <strong>d\u00e9limiter la zone de chalandise<\/strong> de chaque point de vente de fa\u00e7on \u00e0 ne pas vous faire concurrence \u00e0 vous-m\u00eame. Vous couvrez ainsi une plus grande zone sans partir d\u2019une page blanche, puisque vous connaissez d\u00e9j\u00e0 vos clients potentiels, ce \u00e0 quoi ils sont plus sensibles, etc.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p><strong>Pour performer, vous devez faire des choix<\/strong>. Et pour faire les bons choix, vous devez avant tout <strong>conna\u00eetre vos clients<\/strong>, mais aussi les profils des m\u00e9nages dans votre zone de chalandise. En vous concentrant sur les profils les plus porteurs, <strong>vous r\u00e9duirez vos co\u00fbts et optimiserez votre taux de conversion tout en \u00e9tendant votre base de clients<\/strong>.<\/p>\n\n\n\n<p>Pour ce faire, <strong>SIRIUS Insight peut vous aider gr\u00e2ce \u00e0 Dividuals\u00ae<\/strong>. Notre segmentation <strong>repr\u00e9sentative de l\u2019ensemble des m\u00e9nages belges<\/strong> vous donne une vue d\u00e9taill\u00e9e \u00e0 travers <strong>2.000 crit\u00e8res<\/strong>. Vous <strong>en apprenez ainsi davantage sur vos clients<\/strong> existants et visualisez sur une <strong>carte<\/strong> o\u00f9 des profils similaires sont le plus repr\u00e9sent\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les toutes-bo\u00eetes et actions locales de masse sont chers au&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[55],"class_list":["post-1585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-trends-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jardineries, animaleries, am\u00e9nagement ext\u00e9rieur\u00a0:\u00a0faut-il arroser tout le monde pour cro\u00eetre\u00a0? - Dividuals\u00ae by SIRIUS Insight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dividuals.be\/fr\/blog\/jardineries-animaleries-amenagement-exterieur\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jardineries, animaleries, am\u00e9nagement ext\u00e9rieur\u00a0:\u00a0faut-il arroser tout le monde pour cro\u00eetre\u00a0? 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