{"id":1588,"date":"2020-07-06T11:22:08","date_gmt":"2020-07-06T09:22:08","guid":{"rendered":"https:\/\/www.asterop.com\/fr\/?page_id=1588"},"modified":"2023-08-11T14:36:09","modified_gmt":"2023-08-11T12:36:09","slug":"dossier-poles-commerciaux","status":"publish","type":"page","link":"https:\/\/www.asterop.com\/fr\/index.php\/blog-asterop\/dossier-poles-commerciaux\/","title":{"rendered":"poles commerciaux"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"1588\" class=\"elementor elementor-1588\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7e450085 elementor-section-height-min-height elementor-reverse-mobile elementor-reverse-tablet elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"7e450085\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-652d3bd7\" data-id=\"652d3bd7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1316cfb9 elementor-widget elementor-widget-heading\" data-id=\"1316cfb9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-large\">[Dossier] P\u00f4les commerciaux<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ed2b64e elementor-widget elementor-widget-heading\" data-id=\"7ed2b64e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Ensemble pour plus de visibilit\u00e9\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4fdf684a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4fdf684a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54f76d66 elementor-widget elementor-widget-heading\" data-id=\"54f76d66\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-large\">Auteur : Dominique Saubion &amp; Luc Coiffier\n\n<br \/>Temps de lecture : 8 min<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2df4fd0 elementor-align-left elementor-tablet-align-center elementor-widget elementor-widget-button\" data-id=\"2df4fd0\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-xs elementor-animation-float\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/contactez-asterop\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-phone-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contactez-nous<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1707b78c\" data-id=\"1707b78c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-79c05288 elementor-widget elementor-widget-image\" data-id=\"79c05288\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"543\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/06\/dossier-poles-1320.jpg\" class=\"attachment-large size-large wp-image-1266\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3702d5eb elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3702d5eb\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-55649901\" data-id=\"55649901\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-15ebfc73 elementor-widget elementor-widget-text-editor\" data-id=\"15ebfc73\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tLors d\u2019une\u00a0<a class=\"text orange\" href=\"https:\/\/www.insee.fr\/fr\/statistiques\/1372273?sommaire=1372279\">\u00e9tude publi\u00e9e par l\u2019INSEE<\/a>\u00a0en 2006, Julien Fra\u00eechard d\u00e9finissait un p\u00f4le commercial comme un regroupement de magasins proches les uns des autres.\n<br \/><br \/>\n<i>\u201cLe r\u00f4le d&rsquo;un magasin est de servir d&rsquo;interm\u00e9diaire entre le producteur et le consommateur. Il s&rsquo;agit pour lui de rendre disponibles, \u00e0 proximit\u00e9 du client, des biens produits \u00e0 divers endroits. Le client d\u00e9pensant du temps et de l&rsquo;argent pour se d\u00e9placer, les magasins doivent s&rsquo;implanter \u00e0 des emplacements strat\u00e9giques proches de leur client\u00e8le, mais aussi proches d&rsquo;autres magasins, afin de profiter de la client\u00e8le que ces autres magasins attirent.\u201d<\/i>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-116e3b39 elementor-widget elementor-widget-image\" data-id=\"116e3b39\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"400\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/illustration-pietons-poles-commerciaux.jpg\" class=\"attachment-large size-large wp-image-1868\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11fd3bdd elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"11fd3bdd\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e40783f elementor-widget elementor-widget-text-editor\" data-id=\"6e40783f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ici, tout est presque dit : en effet l\u2019un des quatre crit\u00e8res principaux dans le choix d\u2019un site d\u2019implantation est l\u2019<strong>attractivit\u00e9<\/strong>.<br \/><br \/>Que ce soit dans la recherche d\u2019un terrain, d\u2019un local ou encore lors de l\u2019int\u00e9gration dans un projet d\u2019am\u00e9nagement mixte ; l\u2019accessibilit\u00e9 de la zone, la visibilit\u00e9 de l\u2019emplacement et son attractivit\u00e9 sont les premiers crit\u00e8res examin\u00e9s.<br \/><br \/><strong>Mais comment mesure-t-on l\u2019attractivit\u00e9 d\u2019une zone ?<\/strong><br \/><br \/>De nombreux param\u00e8tres sont \u00e0 prendre en compte, mais peu sont aussi ais\u00e9ment quantifiables que l\u2019offre propos\u00e9e au public en termes de commerces, de services, de lieux de loisirs et d\u2019emplois.<br \/><br \/>Pour simplifier, plus l\u2019offre est large, plus elle a des chances d\u2019attirer des consommateurs, donc de g\u00e9n\u00e9rer du passage, et par cons\u00e9quent de g\u00e9n\u00e9rer de l\u2019activit\u00e9 commerciale.<br \/><br \/>En r\u00e9sum\u00e9, l\u2019offre commerciale est une\u00a0<strong>mesure indirecte du trafic et donc de l\u2019attractivit\u00e9 d\u2019un lieu<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cce5fc9 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"cce5fc9\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2cb0594 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"2cb0594\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>LA TAILLE N\u2019EST PAS LE SEUL CRIT\u00c8RE<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d66e52f elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"d66e52f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>LA TAILLE N\u2019EST PAS LE SEUL CRIT\u00c8RE<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bd895af elementor-widget elementor-widget-text-editor\" data-id=\"5bd895af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La question ici est :\u00a0<strong>comment mesurer l\u2019attractivit\u00e9 d\u2019une zone ?<\/strong><\/p><p>L\u2019une des motivations principales dans la fr\u00e9quentation d\u2019un magasin ou d\u2019une entreprise de service est la proximit\u00e9, mais si l\u2019on ajoute des\u00a0<strong>offres compl\u00e9mentaires \u00e0 l\u2019activit\u00e9<\/strong>\u00a0alors le pouvoir d\u2019attraction de la zone devient plus important m\u00eame si elle est plus \u00e9loign\u00e9e.<\/p><p>C\u2019est pour cette raison que pour disposer d\u2019une vision compl\u00e8te de l\u2019attractivit\u00e9 commerciale d\u2019une zone, Asterop a d\u00e9velopp\u00e9 depuis 2012, en collaboration avec Obsand, sa\u00a0<a class=\"text orange\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/donnees-exclusives\/\">base des p\u00f4les commerciaux<\/a>.<\/p><p>Ces p\u00f4les sont construits \u00e0 partir de plusieurs sources -qui sont d\u00e9taill\u00e9es plus bas-, ce qui permet de\u00a0<strong>d\u00e9finir le pouvoir attractif d\u2019une zone<\/strong>\u00a0selon plusieurs crit\u00e8res :<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2302bf8 elementor-widget elementor-widget-image\" data-id=\"2302bf8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"362\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/pole-commerciaux-1.png\" class=\"attachment-large size-large wp-image-1870\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97d0266 elementor-widget elementor-widget-text-editor\" data-id=\"97d0266\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>La taille des magasins pr\u00e9sents<\/li><li>La diversit\u00e9 des offres propos\u00e9es (Alimentaire, Bricolage, Ameublement, Habillement, Sant\u00e9, Culture et loisirs)<\/li><li>Les enseignes pr\u00e9sentes<\/li><li>Les types de points de vente (Retail, Commerce ou service de proximit\u00e9)<\/li><\/ul><p>Par ailleurs, la base des p\u00f4les commerciaux dispose de toutes les informations permettant de les classer selon les crit\u00e8res d\u00e9crits ci-dessus, plus le profil de leur zone de chalandise et les moyens d\u2019acc\u00e8s.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd593ff elementor-widget elementor-widget-image\" data-id=\"cd593ff\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"362\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/pole-commerciaux-2.png\" class=\"attachment-large size-large wp-image-1871\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1bd28cc elementor-widget elementor-widget-text-editor\" data-id=\"1bd28cc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Avec toutes ces informations, il est possible de typer les zones commerciales de France selon le besoin de l\u2019utilisateur.<\/p><p>La base des p\u00f4les peut \u00e9galement \u00eatre enrichie avec des\u00a0<strong>indicateurs de performance<\/strong>. En l\u2019absence de donn\u00e9es de chiffre d\u2019affaires, la performance peut \u00eatre \u00e9valu\u00e9e en prenant en compte :<\/p><ul><li>L&rsquo;\u00e9volution du nombre de points de vente sur les 5 derni\u00e8res ann\u00e9es, dont les points de vente sous enseigne nationale (solde des ouvertures et fermetures)<\/li><li>Les projets commerciaux autoris\u00e9s<\/li><li>Les projets de logements autoris\u00e9s \u00e0 proximit\u00e9<\/li><li>&#8230;<\/li><\/ul><p>Tous ces \u00e9l\u00e9ments peuvent \u00eatre\u00a0<strong>regroup\u00e9s dans un score personnalis\u00e9<\/strong>, adapt\u00e9 \u00e0 chaque besoin permettant d\u2019identifier les zones commerciales les plus pertinentes pour se d\u00e9velopper.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fc0299 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"0fc0299\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2c315c elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"b2c315c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UNE EXPLOITATION EXTR\u00caMEMENT SIMPLE\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc3556d elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"bc3556d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UNE EXPLOITATION EXTR\u00caMEMENT SIMPLE\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec8dbd0 elementor-widget elementor-widget-text-editor\" data-id=\"ec8dbd0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>De fa\u00e7on \u00e9vidente, la premi\u00e8re exploitation des p\u00f4les commerciaux qui vient \u00e0 l\u2019esprit est la\u00a0<strong>visualisation sur une carte<\/strong>.<\/p><p>Prenons un exemple : un r\u00e9seau client se d\u00e9veloppe majoritairement en p\u00e9riph\u00e9rie des grandes villes dans les zones commerciales principales, \u00e0 dominante grande distribution.<\/p><p>Dans l\u2019illustration ci-dessous, nous avons identifi\u00e9 sur une carte au sud de Toulouse, toutes les zones commerciales de type Retail (c\u2019est-\u00e0-dire comprenant une majorit\u00e9 d\u2019enseignes de la grande distribution) avec une th\u00e9matique couleur sur la taille du p\u00f4le<\/p><p>En bleu fonc\u00e9 les p\u00f4les de plus de 50 000 m\u00b2 :<\/p><ul><li>Au centre de Toulouse : l&rsquo;espace Saint-Georges<\/li><li>Au Sud-Est : Portet-sur-Garonne<\/li><li>Au Sud-Ouest : Lab\u00e8ge et Saint-Orens<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0612785 elementor-widget elementor-widget-image\" data-id=\"0612785\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"362\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/pole-commerciaux-3.png\" class=\"attachment-large size-large wp-image-1873\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-affe06a elementor-widget elementor-widget-text-editor\" data-id=\"affe06a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>D\u2019un seul coup d\u2019\u0153il, les zones correspondant aux crit\u00e8res choisis sont visualis\u00e9es, r\u00e9duisant drastiquement l\u2019identification :\u00a0<strong>vous avez sous les yeux et \u00e0 port\u00e9e de requ\u00eate le fruit d\u2019une analyse impliquant l\u2019ensemble des commerces de France<\/strong>.<br \/><br \/>Nul n\u2019est besoin de regrouper, recouper, agr\u00e9ger et d\u2019identifier p\u00e9niblement les lieux regroupant les commerces que vous cherchez : nous l\u2019avons fait pour vous et nous couvrons l\u2019ensemble du territoire.<br \/><br \/>Les utilisations suivantes permettent, soit d\u2019avoir une meilleure compr\u00e9hension de son r\u00e9seau, soit de fiabiliser votre d\u00e9veloppement.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3a5552 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"f3a5552\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6da914e elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"6da914e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UNE EXPLOITATION AVANC\u00c9E&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99820ec elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"99820ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UNE EXPLOITATION AVANC\u00c9E&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da70264 elementor-widget elementor-widget-text-editor\" data-id=\"da70264\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Il y a de nombreuses applications directes des p\u00f4les commerciaux : le\u00a0<strong>diagnostic du r\u00e9seau<\/strong>\u00a0en est une.<br \/><br \/>Il s\u2019agit ici de mener une analyse compl\u00e8te de son r\u00e9seau pour comprendre quels sont les facteurs ayant un impact positif ou n\u00e9gatif sur la performance des points de vente.<br \/><br \/>Le p\u00f4le commercial est naturellement l\u2019une des variables utilis\u00e9es pour r\u00e9aliser cette analyse.<br \/><br \/>Intuitivement, la pr\u00e9sence d\u2019offres commerciales compl\u00e9mentaires sur la m\u00eame zone peut jouer un r\u00f4le important dans la performance du point de vente.<br \/><br \/>Mais n\u2019est-il pas plus simple de valider et quantifier cet impact \u00e0 partir de donn\u00e9es objectives et \u00e0 jour ?<br \/><br \/>C\u2019est la raison pour laquelle\u00a0<strong>les p\u00f4les commerciaux sont syst\u00e9matiquement int\u00e9gr\u00e9s dans nos diagnostics du r\u00e9seau<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3997c1 elementor-widget elementor-widget-image\" data-id=\"d3997c1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"362\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/pole-commerciaux-4.png\" class=\"attachment-large size-large wp-image-1874\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2ddc49 elementor-widget elementor-widget-text-editor\" data-id=\"e2ddc49\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pour r\u00e9aliser des benchmarks pertinents entre points de vente, il est n\u00e9cessaire de comparer ce qui est comparable.<br \/><br \/>Nous construisons donc des\u00a0<strong>typologies de points de vente<\/strong>\u00a0permettant de regrouper des sites proches d\u2019un point de vue environnement.<br \/><br \/>Ces typologies pour \u00eatre op\u00e9rationnelles sont construites avec des variables d\u00e9crivant simplement l\u2019environnement des points de vente, l\u2019appartenance \u00e0 un p\u00f4le commercial est l\u2019une d\u2019entre elles.<br \/><br \/>Prenons l\u2019exemple du r\u00e9seau pharmaceutique. Dans la m\u00eame commune, une officine \u00ab solo \u00bb, n\u2019affichera pas les m\u00eames r\u00e9sultats qu\u2019une officine au sein d\u2019un p\u00f4le commercial. Cette derni\u00e8re va en effet b\u00e9n\u00e9ficier du flux induit par la pr\u00e9sence d\u2019autres commerces et aura g\u00e9n\u00e9ralement une surface sup\u00e9rieure \u00e0 l\u2019officine solo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf3dfe4 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"cf3dfe4\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7101d6 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"b7101d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>QUI PEUT LE PLUS&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b804686 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"b804686\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>QUI PEUT LE PLUS&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b4493f elementor-widget elementor-widget-text-editor\" data-id=\"6b4493f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u2026 ou comment am\u00e9liorer les mod\u00e8les statistiques des zones de chalandise.<\/p><p>Asterop a mis au point ses premiers mod\u00e8les statistiques de zones de chalandise (ou Zone d\u2019Attraction Th\u00e9orique) au tournant du si\u00e8cle. C\u2019\u00e9tait il y a longtemps, et les donn\u00e9es n\u2019\u00e9taient pas aussi facilement disponibles ni aussi riches qu\u2019aujourd\u2019hui.<\/p><p>Nous avons longtemps tourn\u00e9 autour de la\u00a0<strong>probl\u00e9matique de l\u2019activit\u00e9 induite par des commerces \u00e0 proximit\u00e9 du point de vente<\/strong>. \u00c0 cette occasion nous avons d\u00e9velopp\u00e9 et mis au point plusieurs m\u00e9thodologies au cours des ann\u00e9es.<\/p><p>Lors de la mise au point des p\u00f4les commerciaux en 2012, leur int\u00e9gration dans les mod\u00e8les de Zone d\u2019Attraction Th\u00e9orique nous a paru \u00e9vidente.<\/p><p>Leur versatilit\u00e9 et leur richesse nous ont permis de r\u00e9ellement prendre en compte l\u2019<strong>attractivit\u00e9 globale d\u2019une zone au regard de l\u2019ensemble de ses composantes<\/strong>\u00a0: c\u2019\u00e9tait la premi\u00e8re fois qu\u2019une telle opportunit\u00e9 devenait math\u00e9matiquement possible.<\/p><p>Depuis cette date, nous int\u00e9grons la base des p\u00f4les commerciaux dans la construction des mod\u00e8les de zone d\u2019attraction th\u00e9orique qui fera l\u2019objet d\u2019un\u00a0<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/entreprise-asterop-qui-sommes-nous\/\" target=\"_blank\" rel=\"noopener\">futur dossier<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac44cf0 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"ac44cf0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-362dba4 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"362dba4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>PEUT LE PLUS&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57d8d65 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"57d8d65\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>PEUT LE PLUS&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5dd58e elementor-widget elementor-widget-text-editor\" data-id=\"f5dd58e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pour finir provisoirement avec les usages possibles de la base des P\u00f4les Commerciaux, il vient naturellement \u00e0 l\u2019esprit de les utiliser automatiquement dans le d\u00e9roul\u00e9 d\u2019un sch\u00e9ma directeur de d\u00e9veloppement o\u00f9 des centaines de possibilit\u00e9s d\u2019implantation sont test\u00e9es.<br \/><br \/>En effet, quoi de plus naturel que de privil\u00e9gier des emplacements qui b\u00e9n\u00e9ficient par construction des caract\u00e9ristiques recherch\u00e9es ?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d97d0d elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"7d97d0d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-beb07c0 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"beb07c0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UN MILLION DE COMMERCES ET MOI\u2026 DES MAGASINS AUX P\u00d4LES COMMERCIAUX<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9133420 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"9133420\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>UN MILLION DE COMMERCES ET MOI\u2026 DES MAGASINS AUX P\u00d4LES COMMERCIAUX<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1220422 elementor-widget elementor-widget-text-editor\" data-id=\"1220422\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pour r\u00e9sumer la probl\u00e9matique de la construction des p\u00f4les commerciaux, nous avons \u00e0 combiner plusieurs bases de donn\u00e9es pour obtenir le r\u00e9sultat final.<\/p><p>D\u2019un c\u00f4t\u00e9 l\u2019ensemble des commerces de France issus de la\u00a0<strong>base de donn\u00e9es SIRENE de l\u2019INSEE<\/strong>. Elle regroupe environ 1,2 million de commerces.<br \/>Cette base ne comporte ni la surface du point de vente ni son enseigne. Certains pourraientt arguer qu\u2019il y a bien un champ enseigne dans la base SIRENE, mais nous avons mesur\u00e9 sa fiabilit\u00e9 \u00e0 moins de 10%, donc autant l\u2019ignorer compl\u00e8tement.<\/p><p>Dans la cat\u00e9gorie commerce, il y a \u00e9galement la\u00a0<a class=\"text orange\" href=\"https:\/\/expert.lsa-conso.fr\/nos-fichiers\" target=\"_blank\" rel=\"noopener\"><strong>base de donn\u00e9es LSA<\/strong><\/a>\u00a0regroupant, pour simplifier, les magasins sous enseigne de la grande distribution. \u00c9l\u00e9ment important cette base comporte la surface des points de vente, en plus de leur enseigne.<\/p><p>Heureusement la base LSA comporte le code SIRET des points de vente ce qui permet assez facilement de d\u00e9doublonner les deux bases. Il ne s\u2019agirait quand m\u00eame pas de compter deux fois les points de vente de LSA ?<\/p><p>Bien entendu,\u00a0<strong>l\u2019ensemble de ces points de vente est g\u00e9ocod\u00e9 par nos soins<\/strong>, et dans le cas de la base LSA, le positionnement est v\u00e9rifi\u00e9 manuellement pour les points de vente locomotive (les plus grandes surfaces).<\/p><p>Il faut ensuite ajouter la\u00a0<a class=\"text orange\" href=\"https:\/\/www.openstreetmap.fr\/\" target=\"_blank\" rel=\"noopener\"><strong>base de donn\u00e9es Open Street Map<\/strong><\/a>\u00a0pour le r\u00e9seau routier et nous avons les ingr\u00e9dients pour un processus de calcul long, tr\u00e8s long en fait.<\/p><p>Tr\u00e8s long, parce que nous avons consid\u00e9rablement am\u00e9lior\u00e9 (entendre \u00ab complexifi\u00e9 \u00bb ) l\u2019analyse spatiale amenant \u00e0 la cr\u00e9ation des p\u00f4les commerciaux.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c66c4ef elementor-widget elementor-widget-image\" data-id=\"c66c4ef\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"400\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/illustration-reseau-routier-brest.jpg\" class=\"attachment-large size-large wp-image-1875\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e80096 elementor-widget elementor-widget-text-editor\" data-id=\"7e80096\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dans son article de 2006, Julien Fra\u00eechard pr\u00e9cisait le mode de constitution des p\u00f4les commerciaux en commen\u00e7ant de la fa\u00e7on suivante :\u00a0\u00ab si deux magasins sont \u00e0 moins de 30 m\u00e8tres l&rsquo;un de l&rsquo;autre, alors ils sont dans la m\u00eame grappe. \u00bb<\/p><p>Notre d\u00e9finition des magasins qui constituent un p\u00f4le commercial est qu\u2019ils doivent participer \u00e0 la m\u00eame continuit\u00e9 commerciale : c\u2019est une d\u00e9finition plus simple, qui permet de s\u2019affranchir de la limite des 30 m\u00e8tres qui ne correspond qu\u2019aux centres-ville en excluant les zones d\u2019activit\u00e9 regroupant plusieurs grandes surfaces pouvant \u00eatre relativement \u00e9loign\u00e9es les uns des autres.<\/p><p>Donc, pour commencer, notre algorithme de constitution inclut une\u00a0<strong>analyse de la distribution spatiale et de l\u2019\u00e9loignement relatif<\/strong>\u00a0de l\u2019ensemble des magasins pouvant potentiellement appartenir \u00e0 un p\u00f4le.<\/p><p>La seconde partie consiste \u00e0\u00a0<strong>reconstituer les p\u00f4les commerciaux<\/strong>\u00a0de proche en proche, en commen\u00e7ant par les plus importants (surface de vente cumul\u00e9e la plus grande).<\/p><p>Au final, apr\u00e8s plus de 100 heures de calcul,\u00a0<strong>la base des p\u00f4les commerciaux est constitu\u00e9e<\/strong>\u00a0ou, plus pr\u00e9cis\u00e9ment, mise \u00e0 jour : elle comporte pr\u00e8s de 30 000 p\u00f4les commerciaux, et plus de 800 000 commerces.<\/p><p>Cette op\u00e9ration est r\u00e9p\u00e9t\u00e9e tous les trimestres pour que l\u2019ensemble des applications de nos clients disposent de la derni\u00e8re version des p\u00f4les commerciaux.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7f7dee elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"a7f7dee\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-205e039 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"205e039\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>DU P\u00d4LE COMMERCIAL AU MAGASIN<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef702e7 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"ef702e7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>DU P\u00d4LE COMMERCIAL AU MAGASIN<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5159a73 elementor-widget elementor-widget-text-editor\" data-id=\"5159a73\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La base des P\u00f4les Commerciaux contient uniquement\u2026 Les P\u00f4les Commerciaux.<br \/><br \/>Soit environ\u00a0<strong>30 000 enregistrements<\/strong>, et g\u00e9om\u00e9tries d\u00e9crivant pr\u00e9cis\u00e9ment les caract\u00e9ristiques de chaque p\u00f4le commercial.<br \/>Par contre, cette base ne contient pas l\u2019ensemble des 1,2 million de magasins qui ont \u00e9t\u00e9 utilis\u00e9s pour constituer les p\u00f4les commerciaux. La question nous a \u00e9t\u00e9 pos\u00e9e plusieurs fois, mais cette fourniture est impossible pour des raisons pratiques de volum\u00e9trie d\u2019une part, et de royalties d\u2019autre part (la base LSA ne peut \u00eatre livr\u00e9e qu\u2019en contrepartie de l\u2019achat des donn\u00e9es correspondantes).<br \/><br \/>Toutefois, m\u00eame si la livraison des magasins individuels n\u2019est pas incluse dans la base des P\u00f4les Commerciaux, il est toujours possible de\u00a0<strong>remonter \u00e0 la liste des magasins constituant chaque p\u00f4le<\/strong>\u00a0commercial.<br \/>Un des usages peut \u00eatre de s\u00e9lectionner les p\u00f4les commerciaux pertinents dans le cadre d\u2019une \u00e9tude, puis de s\u00e9lectionner (et \u00e9ventuellement acqu\u00e9rir) les magasins composant ces p\u00f4les commerciaux pour disposer d\u2019une vision micro de la constitution de chaque p\u00f4le.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be198e0 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"be198e0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b906aa elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"6b906aa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>LES P\u00d4LES COMMERCIAUX AU C\u0152UR DES STRAT\u00c9GIES<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-85bd101 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"85bd101\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>LES P\u00d4LES COMMERCIAUX AU C\u0152UR DES STRAT\u00c9GIES<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ccd5e8 elementor-widget elementor-widget-text-editor\" data-id=\"6ccd5e8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Conna\u00eetre son environnement commercial est la premi\u00e8re d\u00e9marche qu\u2019un r\u00e9seau met en \u0153uvre afin de concevoir une strat\u00e9gie optimale de d\u00e9veloppement et mieux connaitre son r\u00e9seau.<\/strong><\/p>\n<p><strong>Regroup\u00e9e sous le terme de P\u00f4les Commerciaux, cette base de donn\u00e9es de r\u00e9f\u00e9rence contient toutes les Zones Commerciales, toutes les Rues Commer\u00e7antes, et tous les Centres Commerciaux afin de vous aider dans la d\u00e9finition et le pilotage de votre strat\u00e9gie et l\u2019identification de v\u00e9ritables leviers d&rsquo;action<\/strong><\/p>\n<p><strong>Il n\u2019est pas possible de construire une strat\u00e9gie offensive sans connaitre les forces en pr\u00e9sence. La base des p\u00f4les commerciaux vous procure une cartographie exhaustive, pertinente et exclusive des forces commerciales sur l&rsquo;ensemble du territoire.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6c8193 elementor-hidden-tablet elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"f6c8193\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-01ba4ef elementor-widget elementor-widget-text-editor\" data-id=\"01ba4ef\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>\u00c0 propos de nos auteurs :<\/strong><\/p><p class=\"text-center\"><strong>\u00c9crit par<br \/><a class=\"text orange\" href=\"https:\/\/www.linkedin.com\/in\/luc-coiffier-54785812\/\" target=\"_blank\" rel=\"noopener\">Luc Coiffier<\/a>, Directeur G\u00e9n\u00e9ral d&rsquo;Asterop<\/strong><\/p><p>Luc Coiffier est co-fondateur et Directeur G\u00e9n\u00e9ral D\u00e9l\u00e9gu\u00e9 d\u2019Asterop. Il est particuli\u00e8rement en charge des aspects technologique, data et m\u00e9thodologique. Issu d\u2019une formation math\u00e9matique &amp; informatique, il a \u00e9galement \u00e9t\u00e9 Directeur R&amp;D et cr\u00e9ateur d\u2019un SIG fran\u00e7ais majeur.<\/p><p><strong>Et<\/strong><\/p><p class=\"text-center\"><a class=\"text orange\" href=\"https:\/\/www.linkedin.com\/in\/dominique-saubion-821a1661\/?originalSubdomain=fr\" target=\"_blank\" rel=\"noopener\">Dominique Saubion<\/a><strong>, Directrice du P\u00f4le Conseil Asterop<\/strong><\/p><p>Sp\u00e9cialiste en pilotage de projets d&rsquo;optimisation de la performance, Dominique Saubion poss\u00e8de plus de 10 ans d&rsquo;exp\u00e9rience en conseil en g\u00e9omarketing d\u00e9cisionnel. Avant cela, elle a travaill\u00e9 20 ans au sein d&rsquo;un grand groupe de distribution fran\u00e7ais, en management de projets d&rsquo;expansion et d&rsquo;am\u00e9lioration de l&rsquo;offre en magasin.<\/p><p><i>Leader de l&rsquo;optimisation des r\u00e9seaux de points de vente, Asterop cr\u00e9e des solutions personnalis\u00e9es et propose des donn\u00e9es de qualit\u00e9 pour fiabiliser vos d\u00e9cisions d&rsquo;implantations et de ciblage.<\/i><\/p><p><strong>Int\u00e9ress\u00e9 ? Nos \u00e9quipes commerciales\u00a0<a class=\"text orange\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/contactez-asterop\/\" target=\"_blank\" rel=\"noopener\"><i>r\u00e9pondent \u00e0 vos questions<\/i><\/a><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-38253d66 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"38253d66\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5d6139f3\" data-id=\"5d6139f3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74d1cefe elementor-widget elementor-widget-heading\" data-id=\"74d1cefe\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Pour aller plus loin...<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-572258ca elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"572258ca\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-27abf774 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27abf774\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5f279ada\" data-id=\"5f279ada\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f5f8873 elementor-cta--layout-image-left elementor-cta--mobile-layout-image-above elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"5f5f8873\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/12\/analyzer-making-off.jpg);\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t<h3 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">Analyzer Online, le making of<\/h3>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tLes ann\u00e9es 2010 ont vu appara\u00eetre les smartphones, les tablettes num\u00e9riques et la g\u00e9n\u00e9ralisation du \"Cloud Computing\"...\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-sm\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/making-of\/\">\n\t\t\t\t\t\tLire la suite\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-497c3c4e elementor-cta--layout-image-left elementor-cta--mobile-layout-image-above elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"497c3c4e\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/recensement-1520.jpg);\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t<h3 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">[Partie 1] Recensement Permanent, Une mati\u00e8re brute \u00e0 r\u00e9v\u00e9ler<\/h3>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tDepuis 2004, l'INSEE a mis en place le Recensement Permanent...\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-sm\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/recensement-permanent\/\">\n\t\t\t\t\t\tLire la suite\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1e159f6d\" data-id=\"1e159f6d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28ff80b0 elementor-cta--layout-image-left elementor-cta--mobile-layout-image-above elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"28ff80b0\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/07\/software-multiplateforme-1520.jpg);\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t<h3 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">Software Asterop, Une technologie multiplateforme<\/h3>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tLa technologie Asterop permet \u00e0 tous nos clients d'opter pour la solution la plus adapt\u00e9e \u00e1 chaque instant...\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-sm\" href=\"https:\/\/www.asterop.com\/fr\/index.php\/software-multiplateforme\/\">\n\t\t\t\t\t\tLire la suite\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dc67aec elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dc67aec\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d09e5ea\" data-id=\"d09e5ea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-94a6c13 elementor-widget elementor-widget-template\" data-id=\"94a6c13\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"6462\" class=\"elementor elementor-6462\">\n\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t<footer class=\"elementor-section elementor-top-section elementor-element elementor-element-46807ca7 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"46807ca7\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6e48ea6e\" data-id=\"6e48ea6e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-67b5e138 elementor-widget elementor-widget-image\" data-id=\"67b5e138\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"210\" src=\"https:\/\/www.asterop.com\/fr\/wp-content\/uploads\/2020\/12\/Logo-asterop-blanc.png\" class=\"attachment-medium_large size-medium_large wp-image-5219\" alt=\"logo asterop blanc texte a droite\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14508d94 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-right elementor-widget elementor-widget-divider\" data-id=\"14508d94\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<span class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tRestez connect\u00e9 avec toute l'actualit\u00e9 Asterop,\t\t\t\t<\/span>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76d598c elementor-widget elementor-widget-heading\" data-id=\"76d598c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">En recevant chaque semaine notre newsletter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3593e0 elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"f3593e0\" data-element_type=\"widget\" data-settings=\"{&quot;button_width&quot;:&quot;33&quot;,&quot;step_next_label&quot;:&quot;Suivant&quot;,&quot;step_previous_label&quot;:&quot;Pr\\u00e9c\\u00e9dent&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"New Form\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"6462\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"f3593e0\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Asterop\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email_footer elementor-col-40 elementor-md-50 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email_footer\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tVotre adresse mail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email_footer]\" id=\"form-field-email_footer\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Votre adresse mail\" required=\"required\" aria-required=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-field_187bc01 elementor-col-40 elementor-md-50\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_187bc01\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tNom et pr\u00e9nom\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[field_187bc01]\" id=\"form-field-field_187bc01\" class=\"elementor-field elementor-size-md  elementor-field-textual\" placeholder=\"Nom et pr\u00e9nom\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-33 e-form__buttons\">\n\t\t\t\t\t<button type=\"submit\" class=\"elementor-button elementor-size-md\">\n\t\t\t\t\t\t<span >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\" elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">S'inscrire<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a2d90c4\" data-id=\"a2d90c4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3ab6e97d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ab6e97d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-inner-column elementor-element elementor-element-224ae4dd\" data-id=\"224ae4dd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2949b7bb elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"2949b7bb\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/logiciels-geomarketing-asterop\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Solutions<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37de6996 elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"37de6996\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/logiciels-geomarketing-asterop\/application-analyzer-online\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Analyzer Online<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/logiciels-geomarketing-asterop\/logiciel-analyzer-desktop\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Analyzer Desktop<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/logiciels-geomarketing-asterop\/appli-analyzer-campaign-ciblage-isa\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Analyzer Campaign<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/logiciels-geomarketing-asterop\/analyzer-api-webservices\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Analyzer API<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-inner-column elementor-element elementor-element-3672ed98\" data-id=\"3672ed98\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28409817 elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"28409817\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/donnees\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Donn\u00e9es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-131803c2 elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"131803c2\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/donnees\/donnees-exclusives-asterop\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Exclusives<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/donnees-metiers\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">M\u00e9tiers<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/packs-de-data\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Packs de data<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/donnees-internationales\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Internationales<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-inner-column elementor-element elementor-element-3760d08e\" data-id=\"3760d08e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61f4eefe elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"61f4eefe\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/expertise-reseau-asterop\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Expertises<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a51bad0 elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"3a51bad0\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/expertise-reseau-asterop\/developpez-votre-reseau\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Diagnostic<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/expertise-reseau-asterop\/pilotez-votre-reseau-points-de-vente\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Pilotage<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/expertise-reseau-asterop\/pilotage-communication\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Analyse<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/expertise-reseau-asterop\/autres-expertises\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Autres expertises<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-inner-column elementor-element elementor-element-19cd5ddb\" data-id=\"19cd5ddb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f45ae6d elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"6f45ae6d\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.asterop.com\/fr\/index.php\/entreprise-asterop-qui-sommes-nous\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Ressources<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4948dd65 elementor-tablet-align-left elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"4948dd65\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a 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&#038; Luc Coiffier Temps de lecture : 8 min Contactez-nous Lors d\u2019une\u00a0\u00e9tude publi\u00e9e par l\u2019INSEE\u00a0en 2006, Julien Fra\u00eechard d\u00e9finissait un p\u00f4le commercial comme un regroupement de magasins proches les uns des autres. \u201cLe r\u00f4le d&rsquo;un magasin est de servir d&rsquo;interm\u00e9diaire entre le producteur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":282,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"ocean_post_layout":"full-screen","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"on","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":"0","ocean_custom_header_template":"0","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":"0","ocean_menu_typo_font_family":"0","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":"on","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":"0","footnotes":""},"class_list":["post-1588","page","type-page","status-publish","hentry","entry"],"yoast_head":"<!-- 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