{"id":713450,"date":"2023-03-14T09:55:48","date_gmt":"2023-03-14T08:55:48","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?p=713450"},"modified":"2025-03-04T07:11:53","modified_gmt":"2025-03-04T06:11:53","slug":"retail-la-data-levier-cle-pour-optimiser-les-assortiments","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/retail-la-data-levier-cle-pour-optimiser-les-assortiments\/","title":{"rendered":"Retail\u00a0: la data, levier-cl\u00e9 pour optimiser les assortiments"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Retail\u00a0: la data, levier-cl\u00e9 pour optimiser les assortiments<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/03\/Guillaume-Ansanay.png?w=790?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Guillaume Ansanay-Alex<\/h5><h5 class=\"blog-date\">14 mars 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/retail-la-data-levier-cle-pour-optimiser-les-assortiments\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/retail-la-data-levier-cle-pour-optimiser-les-assortiments\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Comment am\u00e9liorer la performance des points de vente sans augmenter le nombre de r\u00e9f\u00e9rences et sans \u2013 trop \u2013 toucher au prix de vente\u00a0?<\/h2><p class=\"intro-para-content\">Une \u00e9quation que les retailers sont en passe de r\u00e9soudre en pilotant leur strat\u00e9gie d\u2019assortiment gr\u00e2ce \u00e0 la data et \u00e0 l\u2019intelligence artificielle. \u00c0 condition de collecter et d\u2019interpr\u00e9ter les donn\u00e9es, en mettant en place une gouvernance d\u00e9di\u00e9e. Explications.<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>C\u2019est une petite r\u00e9volution dans l\u2019univers du retail. Cette industrie, qui a longtemps multipli\u00e9 les r\u00e9f\u00e9rences pour stimuler ses ventes, pourrait bien changer de strat\u00e9gie en profondeur, et ce, gr\u00e2ce \u00e0 la data. Le secteur est en effet traditionnellement r\u00e9gi par des principes de segmentation simples pour constituer ses assortiments de produits. Aux plus petits points de vente les produits les plus courants, aux magasins premium les produits les plus haut de gamme. Une strat\u00e9gie qui ne permet cependant pas de proposer des produits cibl\u00e9s, ni de prendre en compte les sp\u00e9cificit\u00e9s de chaque point de vente. Et qui, de fait, emp\u00eache d\u2019optimiser les volumes et les taux de marge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-passer-d-une-approche-product-centric-a-une-approche-client-centric\">Passer d\u2019une approche product-centric \u00e0 une approche client-centric<\/h2>\n\n\n\n<p>Pour am\u00e9liorer leur chiffre d\u2019affaires, les grandes enseignes disposent de trois leviers : les prix, le nombre de points de vente et l\u2019assortiment de produits propos\u00e9s aux consommateurs. Or, dans un contexte d\u2019inflation galopante (le taux d\u2019inflation annuel de l\u2019Union europ\u00e9enne s\u2019est \u00e9tabli \u00e0 10,0 % en janvier 2023), travailler sur les prix comme sur l\u2019expansion du parc de magasins est particuli\u00e8rement difficile pour bon nombre d\u2019acteurs. Repenser l\u2019assortiment des produits devient donc un \u00e9l\u00e9ment pivot. Pour ce faire, il convient de passer d\u2019une approche centr\u00e9e sur les produits \u00e0 une approche centr\u00e9e sur les consommateurs et leurs attentes. L\u2019objectif : mettre la bonne r\u00e9f\u00e9rence au bon endroit et au bon moment. Pour y parvenir, l\u2019entreprise doit placer la collecte et l\u2019analyse de la data au service de l\u2019op\u00e9rationnel, en suivant quatre \u00e9tapes-cl\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#1. Identifier les probl\u00e8mes op\u00e9rationnels de son assortiment th\u00e9orique<\/h2>\n\n\n\n<p>D\u2019abord, la r\u00e9alit\u00e9 du terrain ne correspond pas n\u00e9cessairement \u00e0 l\u2019assortiment th\u00e9orique pr\u00e9vu. La diff\u00e9rence, importante, s\u2019explique par plusieurs ph\u00e9nom\u00e8nes : ruptures de stock, d\u00e9marques excessives, erreurs dans les commandes\u2026 Or, chaque d\u00e9faut op\u00e9rationnel provoque des ventes manqu\u00e9es et diminue le potentiel de l\u2019assortiment. Il est donc central de s\u2019appuyer sur les donn\u00e9es collect\u00e9es sur les ventes pour comprendre l\u2019impact des probl\u00e8mes identifi\u00e9s sur le terrain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#2. Repenser la composition de ses assortiments en analysant les donn\u00e9es<\/h2>\n\n\n\n<p>Si une premi\u00e8re analyse des donn\u00e9es de ventes permet d\u2019identifier les probl\u00e8mes op\u00e9rationnels des assortiments sur le terrain, cette m\u00eame data permet aussi d\u2019observer l\u2019\u00e9coulement des stocks ou encore les volumes par rayon, et \u00e0 un degr\u00e9 plus fin encore, la composition des paniers. Coupl\u00e9e aux donn\u00e9es externes des magasins (environnement socio-g\u00e9ographique, \u00e9conomique et culturel du magasin, typologie des clients, \u00e9tude des flux\u2026), cette analyse permet d\u2019aller beaucoup plus loin, en dressant des similitudes entre les profils de points de vente, pour pr\u00e9coniser des arbitrages d\u2019assortiment qui vont permettre de maximiser, par les volumes ou le taux de marge, les b\u00e9n\u00e9fices du retailer. Par exemple, les magasins implant\u00e9s dans des zones de passage vendent davantage de produits pr\u00e9par\u00e9s ; au contraire, ceux qui se situent dans des villes o\u00f9 la moyenne d\u2019\u00e2ge d\u00e9passe 50 ou 60 ans vendent davantage de produits non transform\u00e9s, car cette population pr\u00e9f\u00e8re souvent pr\u00e9parer ses repas soi-m\u00eame. Le m\u00eame type d\u2019analyse est transf\u00e9rable \u00e0 d\u2019autres cat\u00e9gories de produits que l\u2019alimentaire : int\u00e9grer des donn\u00e9es exog\u00e8nes et bien souvent ouvertes et les coupler aux donn\u00e9es de ventes permet d\u2019affiner \u00e9galement la r\u00e9partition des produits de mode, de parfumerie et, de cosm\u00e9tique, dont les r\u00e9seaux de magasins sont souvent \u00e9tendus sur tout le territoire.<\/p>\n\n\n\n<p>Dans un contexte \u00e9conomique et social tendu, sur fond d\u2019inflation, alors m\u00eame que le conflit en Ukraine a pos\u00e9 de solides probl\u00e8mes d\u2019approvisionnement, la data aide les retailers \u00e0 faire preuve de r\u00e9silience. Elle leur permet d\u2019analyser, en temps r\u00e9el, l\u2019\u00e9volution des comportements pour notamment dissocier les besoins indispensables des autres. Une \u00e9tude r\u00e9cente du cabinet NielsenIQ sur les \u00e9volutions de la grande consommation en 2022 d\u00e9montre, par exemple, que les Fran\u00e7ais ont tendance \u00e0 r\u00e9duire leurs achats en entretien, en hygi\u00e8ne de beaut\u00e9 et en alcool, mais aussi \u00e0 moins stocker et \u00e0 privil\u00e9gier les produits les moins on\u00e9reux pour un m\u00eame besoin. Ces tendances doivent \u00eatre prises en compte dans la cr\u00e9ation des assortiments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#3. Impliquer tous les m\u00e9tiers<\/h2>\n\n\n\n<p>Si la vision scientifique et data est capitale pour repenser la strat\u00e9gie des retailers, elle cr\u00e9e d\u2019autant plus de valeur qu\u2019elle est adopt\u00e9e par l\u2019ensemble des m\u00e9tiers. L\u2019optimisation de la construction des assortiments n\u2019atteindra pas son plein potentiel si la gestion des r\u00e9approvisionnements reste artisanale ou si les prix ne sont pas accord\u00e9s sur la base d\u2019\u00e9tudes segment\u00e9es de l\u2019\u00e9lasticit\u00e9, qui peuvent \u00eatre r\u00e9alis\u00e9es en amont sur les points de vente !<\/p>\n\n\n\n<p>La r\u00e9ussite d\u2019une approche data science pour les assortiments n\u00e9cessite \u00e9galement un travail amont autour de la gouvernance des donn\u00e9es. Cela passe par la mise en place d\u2019\u00e9quipes pluridisciplinaires, d\u00e9di\u00e9es \u00e0 un m\u00eame projet, poursuivant un objectif commun. Il sera par exemple extr\u00eamement difficile de r\u00e9aliser les analyses de donn\u00e9es n\u00e9cessaires si dans le r\u00e9f\u00e9rentiel produits la codification est doublonn\u00e9e ou si les m\u00e9tadonn\u00e9es sont inexploitables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#4. Mesurer l\u2019impact et adapter la strat\u00e9gie<\/h2>\n\n\n\n<p>Une fois ces nouveaux assortiments propos\u00e9s, restent deux d\u00e9fis \u00e0 ne pas sous-estimer :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Communiquer et expliquer la d\u00e9marche \u00e0 toute la cha\u00eene des acteurs m\u00e9tiers concern\u00e9s. Ce travail ne se fait pas dans une tour d\u2019ivoire, mais sur le terrain, en co-construction avec les \u00e9quipes ;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mesurer l\u2019efficacit\u00e9 de la strat\u00e9gie sur des \u00e9chantillons de magasins tests versus des magasins t\u00e9moins, avec une m\u00e9thodologie rigoureuse permettant de r\u00e9duire autant que possible les effets d\u2019autres facteurs.<\/li>\n<\/ul>\n\n\n\n<p>En fonction des r\u00e9sultats obtenus, deux alternatives s\u2019offrent alors aux retailers : ne pas r\u00e9volutionner imm\u00e9diatement ses op\u00e9rations, et adapter une partie de ses segments d\u2019assortiment sur la base des conclusions de l\u2019exp\u00e9rimentation, ou sauter le pas d\u2019une approche 100 % data-driven en reliant les algorithmes aux syst\u00e8mes op\u00e9rationnels de chaque magasin, pour recommander automatiquement les produits conseill\u00e9s. La data offre ainsi une nouvelle approche aux retailers pour proposer aux consommateurs des assortiments de produits plus personnalis\u00e9s, plus cibl\u00e9s et plus dynamiques. C\u2019est la garantie de servir les clients de mani\u00e8re personnalis\u00e9e, en optimisant son exp\u00e9rience en point de vente, et in fine d\u2019am\u00e9liorer m\u00e9caniquement les r\u00e9sultats op\u00e9rationnels.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h3 data-maxlength=\"34\">Auteur :<\/h3><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/03\/Guillaume-Ansanay.png\" alt=\"Guillaume Ansanay-Alex\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\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\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"Nous contacter\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB8c7f1f2b_cb47_4e03_9a00_a81a31d7e0d5\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\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\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/gansanay\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Guillaume Ansanay-Alex<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Business Partner\/Solutioning Lead, Luxury and Consumer Products<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\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\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\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/gansanay\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Directeur au sein de la Business Line Insights &#038; Data France, Guillaume Ansanay-Alex accompagne ses clients dans leur transformation data et la valorisation de leurs donn\u00e9es pour les usages m\u00e9tier, principalement pour les maisons de luxe et de beaut\u00e9. Dans une relation d&#8217;accompagnement des d\u00e9cideurs data sur leurs feuilles de route, il couvre des sujets depuis la mise en place d&#8217;architectures data et de mod\u00e8les op\u00e9rationnels de management des donn\u00e9es, jusqu&#8217;aux cas d&#8217;usages sur toute la cha\u00eene de valeur business, du sourcing de mat\u00e9riaux \u00e0 l&#8217;allocation de produits en magasin, en passant par la connaissance et la relation client.Il est qualifi\u00e9 pour g\u00e9rer des projets de R&#038;D dans le domaine de l&#8217;efficacit\u00e9 \u00e9nerg\u00e9tique, diriger des efforts en mati\u00e8re de donn\u00e9es et d&#8217;analyse dans le secteur de la vente au d\u00e9tail, et concevoir des solutions bas\u00e9es sur les donn\u00e9es pour les maisons de luxe en tant que business developer \/ solution lead dans le domaine du conseil.\nGuillaume Ansanay a une capacit\u00e9 av\u00e9r\u00e9e \u00e0 recueillir des besoins op\u00e9rationnels, \u00e0 proposer, \u00e0 mettre en \u0153uvre et \u00e0 diriger des solutions sur mesure, ainsi qu&#8217;\u00e0 diriger des \u00e9quipes internationales transversales.  Guillaume Ansanay a de solides comp\u00e9tences en mati\u00e8re de r\u00e9flexion strat\u00e9gique, de r\u00e9solution de probl\u00e8mes et de traduction entre l&#8217;entreprise et la technologie.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Curseur pr\u00e9c\u00e9dent\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Curseur suivant\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Comment am\u00e9liorer la performance des points de vente sans augmenter le nombre de r\u00e9f\u00e9rences et sans \u2013 trop \u2013 toucher au prix de vente\u00a0?<\/p>\n","protected":false},"author":201,"featured_media":713473,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[21,41],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"4b85fdc1-0613-43f4-8ba6-62efe9465f80\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"d0ec3bef-72ed-4f60-8c2e-f73354d23db9\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[138],"tags":[450,174],"brand":[30],"service":[45,49,29],"industry":[133],"partners":[],"blog-topic":[352,359,364,363],"content-group":[],"class_list":["post-713450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation","tag-biens-de-consommation","tag-ia-et-data","brand-capgemini","service-customer-experience-customer-first","service-ia-data","service-business-innovation-transformation","industry-retail","blog-topic-cprd","blog-topic-ia-data","blog-topic-innovation","blog-topic-transformation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail\u00a0: la data, levier-cl\u00e9 pour optimiser les assortiments - Capgemini France<\/title>\n<meta name=\"description\" content=\"Comment am\u00e9liorer la performance des points de vente sans augmenter le nombre de r\u00e9f\u00e9rences et sans \u2013 trop \u2013 toucher au prix de vente ?Une \u00e9quation que les retailers sont en passe de r\u00e9soudre en pilotant leur strat\u00e9gie d\u2019assortiment gr\u00e2ce \u00e0 la data et \u00e0 l\u2019intelligence artificielle. \u00c0 condition de collecter et d\u2019interpr\u00e9ter les donn\u00e9es, en mettant en place une gouvernance d\u00e9di\u00e9e. 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