{"id":7212,"date":"2024-02-19T16:19:39","date_gmt":"2024-02-19T15:19:39","guid":{"rendered":"https:\/\/altaviagroudev.wpenginepowered.com\/news\/dossier-les-centres-commerciaux-font-leur-revolution-4-dans-les-gares-des-shopping-malls-attaches-aux-quais\/"},"modified":"2026-02-09T12:14:24","modified_gmt":"2026-02-09T11:14:24","slug":"dossier-les-centres-commerciaux-font-leur-revolution-4-dans-les-gares-des-shopping-malls-attaches-aux-quais","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/dossier-les-centres-commerciaux-font-leur-revolution-4-dans-les-gares-des-shopping-malls-attaches-aux-quais\/","title":{"rendered":"[Dossier] Les centres commerciaux font leur r\u00e9volution : Dans les gares, des shopping malls attach\u00e9s aux quais."},"content":{"rendered":"

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\n \n \"gares\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

S<\/span>ynonyme de fort trafic \u00e0 l'instar des a\u00e9roports, la gare se mue progressivement en lieu de commerce. Situ\u00e9e g\u00e9n\u00e9ralement aux proches abords ou au c\u0153ur d'un centre-ville, chaque gare est unique par son architecture, sa configuration, son environnement.<\/h4>\n

\"C'est aussi un \u00e9l\u00e9ment f\u00e9d\u00e9rateur pour les centres-villes, o\u00f9 les projets d'extension et de r\u00e9novation des gares participent \u00e0 la r\u00e9habilitation des quartiers dans lesquels elles sont implant\u00e9es\",<\/span><\/i> souligne Hugo Vanderschaegh, Directeur G\u00e9n\u00e9ral d'Altavia Travel Retail.<\/span><\/p>\n

\u00a0<\/p>\n

Un commerce pens\u00e9 sur-mesure.<\/b><\/h3>\n

\u00a0<\/p>\n

Selon le type de gare, la client\u00e8le majoritaire sera plut\u00f4t pendulaire ou voyageuse. Ce qui fera la diff\u00e9rence pour les enseignes, en fonction des gares, c'est le temps dont les voyageurs disposent.\u00a0<\/span><\/p>\n

Le merchandising des gares s'adapte \u00e0 la typologie des voyageurs et au temps de pr\u00e9sence de chaque passager en transit. Le commerce en gare est donc pens\u00e9 sur-mesure.\u00a0<\/span><\/p>\n

Contrairement aux centres commerciaux, le premier objectif des commerces en gare n'est pas d'attirer et de maintenir le client sur place, mais d'optimiser le temps de pr\u00e9sence d'une client\u00e8le d\u00e9j\u00e0 captive pour, <\/span>in fine<\/span><\/i>, le transformer en chiffre d'affaires.\u00a0<\/span><\/p>\n

\u00a0<\/p>\n

Amener peu \u00e0 peu les clients \u00e0 consid\u00e9rer la gare comme une destination \u00e0 part enti\u00e8re.<\/b><\/h3>\n

\u00a0<\/p>\n

Tesco, au Japon, propose par exemple de faire ses courses sur un mur digital en attendant son train. Dans cette m\u00eame optique de faire gagner du temps au client voyageur, sont \u00e9galement implant\u00e9s, au sein des gares, des centres de consultation m\u00e9dicale et param\u00e9dicale (ophtalmologiste, kin\u00e9sith\u00e9rapeute…).<\/span><\/p>\n

\"Il y a en effet un passage oblig\u00e9 du transport\"<\/span><\/i>, analyse le sp\u00e9cialiste du travel retail. <\/span>\"D'o\u00f9 l'int\u00e9r\u00eat d'instaurer, avant et apr\u00e8s, des petits temps \u00ab services \u00bb pour faciliter la vie des gens et, finalement, les amener peu \u00e0 peu \u00e0 consid\u00e9rer la gare, non pas seulement comme un lieu de passage, mais, aussi, comme une destination\". <\/span><\/i>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n

[vc_empty_space][vc_column_text]<\/p>\n

Cet article est tir\u00e9 de notre ouvrage \u00ab\u00a0Tout recommERcer\u00a0\u00bb qui d\u00e9crypte la r\u00e9volution sans pr\u00e9c\u00e9dent que conna\u00eet le secteur du retail.\u00a0<\/em><\/h4>\n

Rendez-vous sur altavia-group.com pour en savoir plus et t\u00e9l\u00e9charger le livre gratuitement :<\/em><\/h4>\n

[\/vc_column_text][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][vc_row][vc_column][vc_column_text]<\/p>\n

Consulter l’int\u00e9gralit\u00e9 du dossier :<\/h3>\n

[\/vc_column_text][vc_empty_space][vc_btn title=\u00a0\u00bbVoir les articles\u00a0\u00bb style=\u00a0\u00bboutline-custom\u00a0\u00bb outline_custom_color=\u00a0\u00bb#202125″ outline_custom_hover_background=\u00a0\u00bb#202125″ outline_custom_hover_text=\u00a0\u00bb#ffffff\u00a0\u00bb shape=\u00a0\u00bbsquare\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2Faltaviawatch.com%2Freinventer-les-centres-commerciaux%2F\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

Synonyme de fort trafic \u00e0 l\u2019instar des a\u00e9roports, la gare se mue progressivement en lieu de commerce.<\/p>\n","protected":false},"author":17,"featured_media":7132,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[264],"tags":[285],"news-type-taxonomy":[],"news-topic-taxonomy":[],"class_list":["post-7212","news","type-news","status-publish","has-post-thumbnail","hentry","category-retail-analyses","tag-les-centres-commerciaux"],"acf":[],"yoast_head":"\n[Dossier] Les centres commerciaux font leur r\u00e9volution : Dans les gares, des shopping malls attach\u00e9s aux quais. - Altavia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Dossier] Les centres commerciaux font leur r\u00e9volution : Dans les gares, des shopping malls attach\u00e9s aux quais. - 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