{"id":76846,"date":"2005-11-24T01:00:00","date_gmt":"2005-11-24T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/des-valeurs-dexpertise-et-de-proximite\/"},"modified":"2005-11-24T01:00:00","modified_gmt":"2005-11-24T01:00:00","slug":"des-valeurs-dexpertise-et-de-proximite","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/des-valeurs-dexpertise-et-de-proximite","title":{"rendered":"Des valeurs d&rsquo;expertise et de proximit\u00e9"},"content":{"rendered":"<div class=\"widget left_picture_title_text\">\n<div class=\"row-fluid\">\n<div class=\"thumbnail widget-media-thumbnail span4\"> <a href=\"https:\/\/ac-franchise.com\/wp-content\/uploads\/2013\/11\/28\/20131128041207-fa0492d063dfa0edf2d1138c814f9d01.jpg\"> <img decoding=\"async\" src=\"https:\/\/ac-franchise.com\/wp-content\/uploads\/2013\/11\/28\/20131128041207-fa0492d063dfa0edf2d1138c814f9d01.jpg\" title=\" \"><\/a> <\/div>\n<div class=\"widget-content\"> <strong>Visual cr\u00e9e un nouveau concept : la \u00ab\u00a0n\u00e9otradition\u00a0\u00bb, sur un march\u00e9 de l&rsquo;optique o\u00f9 le prix est devenu le crit\u00e8re incontournable.<\/strong> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>Visual fait partie du groupe GrandVision depuis plus d&rsquo;un an et b\u00e9n\u00e9ficie de la culture marketing de ce groupe qui exploite GrandOptical, G\u00e9n\u00e9rale d&rsquo;Optique et Solaris. Il fallait r\u00e9ajuster le positionnement de l&rsquo;enseigne. La nouvelle identit\u00e9 visuelle et le concept architectural ont \u00e9t\u00e9 r\u00e9v\u00e9l\u00e9s au point de vente du centre commercial Val-de-Fontenay \u00e0 l&rsquo;est de Paris. Toutes les enseignes d&rsquo;optique se ressemblent, <strong>Visual a d\u00e9cid\u00e9 d&rsquo;avoir un positionnement tr\u00e8s tranch\u00e9<\/strong>.<\/p>\n<p>Le r\u00e9sultat est un <strong>m\u00e9lange r\u00e9ussi entre modernit\u00e9 et tradition<\/strong>. Les couleurs : vert et marron, un code qui r\u00e9fl\u00e8te bien cette \u00a0\u00bb n\u00e9otradition \u00ab\u00a0, le vert fait r\u00e9f\u00e9rence \u00e0 l&rsquo;univers de la sant\u00e9 et le marron au confort et \u00e0 la proximit\u00e9. Les meubles de rangement allient des boiseries classiques \u00e0 des tablettes et un \u00e9clairage tr\u00e8s design. Le logo est marron et s&rsquo;associe avec le nom calligraphi\u00e9 en vert de l&rsquo;opticien exploitant le magasin. L&rsquo;expertise du professionnel est ainsi valoris\u00e9e. Par ailleurs l&rsquo;offre est th\u00e9\u00e2tralis\u00e9e mais la segmentation encore un peu confuse et l&rsquo;ergonomie de certains supports de vente pas totalement aboutie.<\/p>\n<p>En 2006 les fa\u00e7ades des <strong>285 magasins existants et de la vingtaine d&rsquo;ouvertures seront r\u00e9alis\u00e9es suivant le nouveau concept.<\/strong> Il faudra ensuite convaincre les opticiens affili\u00e9s mais pour cela l&rsquo;enseigne dispose d&rsquo;un argument solide : apr\u00e8s r\u00e9novation le chiffre d&rsquo;affaires gagne en moyenne 15 \u00e0 20 %. Le premier test r\u00e9alis\u00e9 \u00e0 Val-de-Fontenay est de ce point de vue tr\u00e8s encourageant : 86 % des personnes interrog\u00e9es trouvent l&rsquo;enseigne plus reconnaissable et 79 % estiment que les couleurs sont plus esth\u00e9tiques&#8230;<\/p>\n<p>Vu dans LSA n\u00b0 1928 du 10 novembre 2005<br \/>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Visual cr\u00e9e un nouveau concept : la \u00ab\u00a0n\u00e9otradition\u00a0\u00bb, sur un march\u00e9 de l&rsquo;optique o\u00f9 le prix est devenu le crit\u00e8re incontournable. Visual fait partie du groupe GrandVision depuis plus d&rsquo;un an et b\u00e9n\u00e9ficie de la culture marketing de ce groupe qui exploite GrandOptical, G\u00e9n\u00e9rale d&rsquo;Optique et Solaris. Il fallait r\u00e9ajuster le positionnement de l&rsquo;enseigne. La [&hellip;]<\/p>\n","protected":false},"author":37,"featured_media":76847,"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":[1],"tags":[1842],"class_list":["post-76846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>VISUAL: Des valeurs d&#039;expertise et de proximit\u00e9<\/title>\n<meta name=\"description\" content=\"Visual cr\u00e9e un nouveau concept : la &quot;n\u00e9otradition&quot;, sur un march\u00e9 de l&#039;optique o\u00f9 le prix est devenu le crit\u00e8re incontournable. 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