{"id":136248,"date":"2007-04-21T02:00:00","date_gmt":"2007-04-21T02:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/musique-au-cur-de-cible"},"modified":"2007-04-21T02:00:00","modified_gmt":"2007-04-21T02:00:00","slug":"musique-au-cur-de-cible","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/musique-au-cur-de-cible","title":{"rendered":"Musique au cur de cible"},"content":{"rendered":"

D\u00e9sormais les enseignes d\u00e9finissent leur programmation musicale en fonction de leurs clients,\u00a0 histoire de les voir prendre leur temps, port\u00e9s par le son…<\/p>\n

L’ambiance sonore devient une autre mani\u00e8re de communiquer<\/strong>, elle doit respecter l’identit\u00e9 de la marque. Ainsi chez Casino on a proscrit les messages promotionnels agressifs, et chez Monoprix on retrouve les voix de personnes c\u00e9l\u00e8bres. <\/p>\n

Il faut s\u00e9duire <\/strong>le client mais aussi ne pas lasser le personnel. Il est \u00e9galement n\u00e9cessaire de varier la programmation en fonction de la fr\u00e9quentation du point de vente, ainsi on choisira plut\u00f4t des tempos rapides au moment des soldes. Des enseignes font plus en retenant une programmation tr\u00e8s pointue, ainsi Jules a mis en place un programme et un habillage sonore dont l’objectif est de traduire le style de la marque : des v\u00eatements pour les hommes achet\u00e9s par les femmes. D’o\u00f9 une musique \u00a0\u00bb glamour rock \u00ab\u00a0, ponctu\u00e9e de dialogues complices entre hommes et femmes.\u00a0 De m\u00eame les boutiques Petit Bateau ont opt\u00e9 pour un contenu musical qui exprime la singularit\u00e9 de la marque avec une programmation fra\u00eeche, jeune, impertinente, des g\u00e9n\u00e9riques de dessins anim\u00e9s, des musiques \u00e9lectroniques…<\/p>\n

\u00a0Il s’agit bien d\u00e9sormais d’un moyen de valoriser ou de moderniser sa marque<\/strong>, avec un bien-\u00eatre renforc\u00e9 qui assure la m\u00e9morisation du magasin dans l’esprit du client, mais aussi permet de se diff\u00e9rencier de la concurrence. L’impact sur les ventes n’est pas quantifiable et le co\u00fbt d’une programmation musicale bien faite reste important. En plus le territoire sonore devra \u00eatre capable d’\u00e9voluer avec la marque, le march\u00e9 et les attentes des consommateurs. Il s’agit d’\u00e9viter les fausses notes !<\/p>\n

Vu dans LSA<\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e9sormais les enseignes d\u00e9finissent leur programmation musicale en fonction de leurs clients,\u00a0 histoire de les voir prendre leur temps, port\u00e9s par le son… L’ambiance sonore devient une autre mani\u00e8re de communiquer, elle doit respecter l’identit\u00e9 de la marque. Ainsi chez Casino on a proscrit les messages promotionnels agressifs, et chez Monoprix on retrouve les voix […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[1839],"class_list":["post-136248","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-marketing","entry"],"acf":[],"yoast_head":"\nMusique 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