{"id":4257,"date":"2022-07-12T17:30:00","date_gmt":"2022-07-12T16:30:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4257"},"modified":"2026-03-11T13:33:00","modified_gmt":"2026-03-11T12:33:00","slug":"les-gares-ces-nouveaux-lieux-de-commerce-dans-la-ville","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/les-gares-ces-nouveaux-lieux-de-commerce-dans-la-ville\/","title":{"rendered":"Les gares, ces nouveaux lieux de commerce dans la ville."},"content":{"rendered":"
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Le travel retail s\u2019est d\u00e9velopp\u00e9 dans l\u2019apr\u00e8s-guerre, lorsque les a\u00e9roports et leurs zones de duty free ont commenc\u00e9 \u00e0 voir le jour. Le commerce en a\u00e9roport repr\u00e9sente aujourd\u2019hui 50% du chiffre d\u2019affaires du secteur en France. Par la suite, toutes les zones de flux \u2013 ports, stations-service d\u2019autoroute, gares, stations de m\u00e9tro \u2013 ont \u00e9t\u00e9 int\u00e9gr\u00e9es au \u00ab travel retail \u00bb.<\/p>\n

Le commerce en gare, \u00e0 qui revient 30% du chiffre d\u2019affaires, se d\u00e9veloppe de plus en plus. \u00ab La gare repose sur deux pieds : le ferroviaire d\u2019un c\u00f4t\u00e9 et le commerce et les services de l\u2019autre, expliquait Rapha\u00ebl Poli, directeur g\u00e9n\u00e9ral de SNCF Retail & Connexions au micro de No\u00e9mie Wira pour Focus Retail, sur BFM TV. Notre objectif est d\u2019arriver \u00e0 concilier ces deux axes pour que les voyageurs et les visiteurs se sentent bien en gare. Le commerce, permet en effet de rendre agr\u00e9able une partie du voyage \u00bb.<\/p>\n

Les marques et les enseignes trouvent dans ces lieux \u00e0 part enti\u00e8re, au c\u0153ur des villes, des opportunit\u00e9s qu\u2019elles ne souhaitent pas laisser passer.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Le retail en gare : les 3 cl\u00e9s du succ\u00e8s. <\/h2>\n
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1. L\u2019emplacement.<\/h4>\n

Sans pour autant aller jusqu\u2019\u00e0 dire que la gare est un commerce de proximit\u00e9, elle se trouve au coeur de la ville, ce qui constitue un atout consid\u00e9rable. La gare est hyper accessible, ouverte sur l\u2019ext\u00e9rieur et b\u00e9n\u00e9ficie d\u2019un flux garanti, ce que n\u2019a plus le centre commercial \u00bb. Un flux garanti et important de 10 millions de visiteurs par jour, selon Rapha\u00ebl Poli, \u00e0 la t\u00eate de SNCF Retail & Connexions, le gestionnaire des espaces commerciaux des 3000 gares en France\u2026 soit 1500 points de vente au total.<\/p>\n

2. Le lieu d\u2019accueil des nouveaux parcours clients.<\/h4>\n

\u00ab A l\u2019instar des drives de la GSA, la digitalisation des parcours peut n\u00e9cessiter un maillon physique, explique Julien Reibel, directeur g\u00e9n\u00e9ral d\u2019Altavia Pallas. Les gares sont justement ces lieux qui peuvent accueillir les nouveaux parcours clients, int\u00e9grer le click & Collect, l\u2019e-r\u00e9servation\u2026 \u00bb<\/p>\n

3. Des r\u00e9ponses aux nouvelles attentes des clients.<\/h4>\n

\u00ab Aujourd\u2019hui, les shoppers ne souhaitent plus se d\u00e9placer \u2013 en gare, le commerce vient \u00e0 eux -, ni attendre \u2013 pas d\u2019ambigu\u00eft\u00e9 en gare, la rapidit\u00e9 avant tout ! -, souligne Julien Reibel. Et ils veulent du choix. \u00bb Ce que leur offrent les gares, o\u00f9 les enseignes tentent de satisfaire des profils de clients tr\u00e8s diff\u00e9rents. Cela va des voyageurs pendulaires aux voyageurs occasionnels en passant par les accompagnateurs ou les riverains habitant \u00e0 proximit\u00e9 et venus faire une petite course. Cette derni\u00e8re typologie de clients repr\u00e9sente une part non n\u00e9gligeable : la gare de Lyon Part Dieu accueille par exemple 34 millions de voyageurs et plus de 10 millions de non voyageurs.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un rendement au m\u00e8tre carr\u00e9 in\u00e9gal\u00e9 : une opportunit\u00e9 pour les marques et les enseignes. <\/h2>\n
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La particularit\u00e9 du retail en gare repose sur son format. Des petits espaces, dans lesquels il faut savoir bien pr\u00e9senter et s\u00e9lectionner les produits. \u00ab Le rendement, indicateur cl\u00e9 de la performance d\u2019une enseigne, est dans les gares entre 80 % et 140 % sup\u00e9rieur \u00e0 celui des centres commerciaux \u00bb, annonce Julien Reibel.<\/p>\n

Les gares deviennent v\u00e9ritablement de nouveaux lieux de commerce sur lesquels il faudra compter, au c\u0153ur des villes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Le Retail en gare repr\u00e9sente une belle opportunit\u00e9 pour les marques et les enseignes, toujours \u00e0 la recherche de flux.<\/p>\n","protected":false},"author":10,"featured_media":4258,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[],"news-topic-taxonomy":[],"class_list":["post-4257","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nLes gares, ces nouveaux lieux de commerce dans la ville. - Altavia<\/title>\n<meta name=\"description\" content=\"Transformation des gares en hubs commerciaux : analysez l'\u00e9volution de ces nouveaux lieux de vie. 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