{"id":13681,"date":"2026-03-16T08:10:48","date_gmt":"2026-03-16T08:10:48","guid":{"rendered":"https:\/\/www.capkelenn.com\/?p=13681"},"modified":"2026-03-16T08:17:27","modified_gmt":"2026-03-16T08:17:27","slug":"modele-croissance-retail-kpis","status":"publish","type":"post","link":"https:\/\/www.capkelenn.com\/fr\/blog-fr\/modele-croissance-retail-kpis\/","title":{"rendered":"Le trafic ne d\u00e9pend pas de moi !"},"content":{"rendered":"<p>[vc_row full_width=\u00a0\u00bbstretch_row_content_no_spaces\u00a0\u00bb el_class=\u00a0\u00bbcabecera-post-blog\u00a0\u00bb][vc_column][vc_single_image source=\u00a0\u00bbfeatured_image\u00a0\u00bb img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_custom_heading source=\u00a0\u00bbpost_title\u00a0\u00bb font_container=\u00a0\u00bbtag:h1|text_align:left\u00a0\u00bb use_theme_fonts=\u00a0\u00bbyes\u00a0\u00bb el_class=\u00a0\u00bbcolor-blanco\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"ult-spacer spacer-6a79a7b3d2370\" data-id=\"6a79a7b3d2370\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb35&Prime;][vc_column][vc_column_text]<\/p>\n<h2><b>Et si nous challengions cette croyance ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Les leaders du retail me disent cela tr\u00e8s souvent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Area Managers, Store Managers, conseillers de vente\u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beaucoup consid\u00e8rent que la fr\u00e9quentation d\u2019un magasin \u2014 le\u00a0<\/span><b>footfall<\/b><span style=\"font-weight: 400;\">\u00a0\u2014 d\u00e9pend principalement de facteurs ext\u00e9rieurs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et, honn\u00eatement, ils n\u2019ont pas compl\u00e8tement tort.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lorsque l\u2019on parle de performance commerciale, la plupart des \u00e9quipes se concentrent sur trois indicateurs cl\u00e9s :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">le\u00a0<\/span><b>taux de transformation<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">le\u00a0<\/span><b>panier moyen<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">l\u2019<\/span><b>Indice de Vente (IV)<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Et ils ont raison. Ces indicateurs sont essentiels pour piloter l\u2019efficacit\u00e9 commerciale en magasin.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pourtant, dans notre\u00a0<\/span><b>Certification Retail Coaching<\/b><span style=\"font-weight: 400;\">, les coachs de CapKelenn invitent toujours les \u00e9quipes \u00e0 challenger un levier plus inconfortable :\u00a0<\/span><b>le trafic, ou footfall<\/b><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Une question simple : peut-on influencer le footfall ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dans mon livre\u00a0<\/span><i><span style=\"font-weight: 400;\">Retail Coaching<\/span><\/i><span style=\"font-weight: 400;\">\u00a0(page 49), je pr\u00e9sente le\u00a0<\/span><b>Mod\u00e8le de Croissance Extraordinaire<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une question simple se pose alors :<\/span><\/p>\n<p><b>Une \u00e9quipe en magasin peut-elle attirer 10 visiteurs de plus par jour ?<\/b><\/p>\n<h2><\/h2>\n<p><span style=\"font-weight: 400;\">La plupart des managers r\u00e9pondent imm\u00e9diatement :<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00ab Le footfall, la fr\u00e9quentation, ne d\u00e9pend pas de nous. \u00bb<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je leur demande alors :<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00ab Alors\u2026 de qui d\u00e9pend-il ? \u00bb<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les r\u00e9ponses arrivent tr\u00e8s vite :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">du marketing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">de la m\u00e9t\u00e9o<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">du climat politique<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">des travaux dans la rue<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Et bien s\u00fbr, tous ces facteurs ont un impact sur le\u00a0<\/span><b>footfall<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais puis-je influencer mon traffic depuis le magasin?<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Contr\u00f4le ou influence ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dans\u00a0<\/span><i><span style=\"font-weight: 400;\">Les 7 habitudes de ceux qui r\u00e9alisent tout ce qu\u2019ils entreprennent<\/span><\/i><span style=\"font-weight: 400;\">,\u00a0<\/span><b>Stephen Covey<\/b><span style=\"font-weight: 400;\">\u00a0distingue deux cercles :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ce que nous\u00a0<\/span><b>contr\u00f4lons<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ce que nous\u00a0<\/span><b>influenc\u0327ons<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cette distinction est fondamentale dans le\u00a0<\/span><b>Sales Coaching<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">Le coaching devient puissant lorsque les managers se concentrent non seulement sur ce qu\u2019ils contr\u00f4lent mais aussi sur ce qu\u2019ils peuvent\u00a0<\/span><b>influencer<\/b><span style=\"font-weight: 400;\">, y compris le\u00a0<\/span><b>footfall<\/b><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>L\u2019exemple de ma boulang\u00e8re<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Prenons un exemple simple.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ma boulang\u00e8re, sur la place de l\u2019\u00e9glise de\u00a0<\/span><b>S\u00e9n\u00e9<\/b><span style=\"font-weight: 400;\">, en Bretagne.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Son sourire.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Son accueil.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Le lien personnel qu\u2019elle cr\u00e9e avec chaque client.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">J\u2019appelle cela\u00a0<\/span><b>\u00ab le sourire de ma boulang\u00e8re \u00bb<\/b><span style=\"font-weight: 400;\">. (voir mon TEDx)<\/span><\/p>\n<h2><\/h2>\n<p><span style=\"font-weight: 400;\">Cette exp\u00e9rience client cr\u00e9e :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">de la r\u00e9putation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">du bouche-\u00e0-oreille<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">de la fid\u00e9lit\u00e9<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u2026 et parfois m\u00eame une petite \u00ab addiction \u00bb \u00e0 sa boulangerie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et au final ?<\/span><\/p>\n<p><b>Du trafic. Du footfall.<\/b>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Cr\u00e9er des fans en retail<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La m\u00eame logique s\u2019applique dans la\u00a0<\/span><b>cosm\u00e9tique, la mode, la joaillerie, les t\u00e9l\u00e9communications ou tout autre univers retail<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une question se pose alors aux \u00e9quipes magasin :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">votre magasin peut-il cr\u00e9er des\u00a0<\/span><b>fans<\/b><span style=\"font-weight: 400;\">\u00a0?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">votre \u00e9quipe d\u00e9veloppe-t-elle de vraies relations de\u00a0<\/span><b>clienteling<\/b><span style=\"font-weight: 400;\">\u00a0?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">votre exp\u00e9rience en magasin devient-elle quelque chose dont les clients\u00a0<\/span><b>parlent autour d\u2019eux<\/b><span style=\"font-weight: 400;\">\u00a0?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dans 90 % de nos formations, les leaders du retail affirment d\u2019abord que le\u00a0<\/span><b>footfall<\/b><span style=\"font-weight: 400;\">\u00a0est hors de leur responsabilit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais le coaching devient puissant lorsque le\u00a0<\/span><b>mindset, la mentalit\u00e9, \u00e9volue<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il ne s\u2019agit plus seulement de se concentrer sur ce qui\u00a0<\/span><b>d\u00e9pend de nous<\/b><span style=\"font-weight: 400;\">, mais aussi sur ce que nous pouvons\u00a0<\/span><b>influencer<\/b><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<h2><b>Une question pour les leaders du retail<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Car une croissance retail extraordinaire commence souvent par une question tr\u00e8s simple :<\/span><\/p>\n<p><b>Que pourrions-nous faire aujourd\u2019hui pour attirer \u201cjuste\u201d 10 visiteurs de plus ?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Autrement dit :<\/span><\/p>\n<p><b>Les \u00e9quipes magasin peuvent-elles influencer le footfall ?<\/b>[\/vc_column_text][\/vc_column][\/vc_row][vc_row equal_height=\u00a0\u00bbyes\u00a0\u00bb][vc_column][vc_single_image image=\u00a0\u00bb13666&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb35&Prime;][vc_column][vc_column_text]<a href=\"https:\/\/www.capkelenn.com\/en\/\"><i><span style=\"font-weight: 400;\">www.capkelenn.com<\/span><\/i><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">info@capkelenn.com<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: right;\"><b>Benoit Mah\u00e9 &#8211; <\/b><b data-path-to-node=\"4,0\" data-index-in-node=\"0\">Co-fondateur de CapKelenn<\/b><\/p>\n<h3 data-path-to-node=\"5\"><\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<div class=\"addtoany_shortcode\"><div class=\"a2a_kit a2a_kit_size_32 addtoany_list\" data-a2a-url=\"https:\/\/www.capkelenn.com\/fr\/blog-fr\/modele-croissance-retail-kpis\/\" data-a2a-title=\"Le trafic ne d\u00e9pend pas de moi !\"><a class=\"a2a_dd addtoany_no_icon addtoany_share_save addtoany_share\" href=\"https:\/\/www.addtoany.com\/share\">Partager des nouvelles<\/a><\/div><\/div>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le trafic ne d\u00e9pend pas de moi ! \u00bb \u2013 Une phrase courante dans le retail, mais qu&rsquo;en est-il de ce que vous ma\u00eetrisez vraiment ? En tant que Co-fondateur de CapKelenn, j&rsquo;analyse dans ce blog comment optimiser la croissance de votre entreprise via des KPIs cl\u00e9s : du taux de transformation \u00e0 la marge annuelle<\/p>\n","protected":false},"author":2,"featured_media":13698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47],"tags":[],"class_list":["post-13681","post","type-post","status-publish","format-standard","hentry","category-blog-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le trafic ne d\u00e9pend pas de moi!<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment optimiser la croissance de votre retail gr\u00e2ce \u00e0 cette analyse de KPIs : du taux de transformation \u00e0 la marge annuelle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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