{"id":107281,"date":"2019-02-21T21:00:00","date_gmt":"2019-02-22T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/vous-voulez-mieux-comprendre-le-paysage-concurrentiel-la-cle-cest-la-granularite\/"},"modified":"2024-12-20T09:22:46","modified_gmt":"2024-12-20T14:22:46","slug":"vous-voulez-mieux-comprendre-le-paysage-concurrentiel-la-cle-cest-la-granularite","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/vous-voulez-mieux-comprendre-le-paysage-concurrentiel-la-cle-cest-la-granularite\/","title":{"rendered":"Vous voulez mieux comprendre le paysage concurrentiel ? La cl\u00e9, c\u2019est la granularit\u00e9 !"},"content":{"rendered":"<p>Pour de nombreuses entreprises \u00e0 empreinte distribu\u00e9e, la concurrence est le plus souvent constitu\u00e9e d\u2019autres marques \u00e0 emplacements multiples. Bien que vous puissiez \u00eatre presque certain que votre principal concurrent aura des emplacements \u00e0 proximit\u00e9 des v\u00f4tres, ce n\u2019est pas tout. Les cha\u00eenes locales et les startups en croissance peuvent tout aussi bien d\u00e9tourner les clients de vos \u00e9tablissements, voire mieux, que les suspects habituels. C\u2019est la raison pour laquelle nous avons mis \u00e0 jour notre outil d\u2019Analyse concurrentielle afin de vous permettre d\u2019approfondir vos recherches sur la concurrence.<\/p>\n<h2>Tous les emplacements ne sont pas cr\u00e9\u00e9s \u00e9gaux<\/h2>\n<p>Si le succ\u00e8s d\u2019une marque d\u00e9pend de sa coh\u00e9sion, celle-ci risque de ne pas s\u2019appliquer parfaitement dans tous les <a href=\"\/fr-ca\/services\/gestion-de-la-presence-locale\/\">march\u00e9s locaux<\/a>. M\u00eame les titans comme McDonald ont des plats et des configurations de restaurants uniques selon l\u2019endroit o\u00f9 vous vous trouvez dans le monde. Il est important de comprendre le march\u00e9 dans lequel on se trouve \u2014 et il est encore plus important de savoir comment ce march\u00e9 est actuellement desservi. Au moyen de la fonctionnalit\u00e9 \u00ab\u2009Local Sets\u2009\u00bb, vous pouvez d\u00e9finir des param\u00e8tres qui vous permettront de surveiller les concurrents situ\u00e9s \u00e0 proximit\u00e9 d\u2019emplacements sp\u00e9cifiques. Parfois, les grandes marques sont tout ce qui compte, mais dans d\u2019autres localit\u00e9s, vous aurez peut-\u00eatre besoin de renseignements suppl\u00e9mentaires pour vous permettre d\u2019optimiser.<\/p>\n<p>Parfois, vous constaterez qu\u2019un emplacement se porte mal en d\u00e9pit d\u2019un \u00e9cart minime par rapport \u00e0 l\u2019identit\u00e9 de la marque ou \u00e0 la norme des commentaires. Ce sont des moments comme ceux-l\u00e0 o\u00f9 il est pr\u00e9f\u00e9rable de devenir un peu plus \u00ab\u2009granulaire\u2009\u00bb. Il y a toujours une raison pour laquelle un emplacement sp\u00e9cifique s\u2019\u00e9carte de la norme, et cette raison est le plus souvent une concurrence particuli\u00e8re. Notre outil renouvel\u00e9 d\u2019Analyse concurrentielle permet \u00e0 Local Sets d\u2019analyser ces concurrents particuliers. Cela signifie que vous pouvez suivre les concurrents locaux dans ces cas marginaux o\u00f9 votre principale concurrence est diff\u00e9rente du reste de vos emplacements.<\/p>\n<p>L\u2019outil d\u2019Analyse concurrentielle a fait l\u2019objet de la mise \u00e0 jour Local Sets comme compl\u00e9ment naturel \u00e0 l\u2019outil de Gestion de la r\u00e9putation. Lorsque vous analysez les commentaires au sujet de l\u2019un de vos emplacements, le fait de voir appara\u00eetre le nom d\u2019un concurrent local maintes et maintes fois est un signe clair que vous devez en tenir compte. Lorsque vos clients comparent directement votre entreprise \u00e0 un concurrent local dans des critiques publiques, vous devez vous assurer que vous \u00eates celui qu\u2019on vante comme \u00e9tant le meilleur des deux.<\/p>\n<h2>Comp\u00e9tition \u00e0 tr\u00e8s petite \u00e9chelle<\/h2>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e79480408b7'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e79480408b7');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Le Local Set \u00e9tend la fonctionnalit\u00e9 d\u2019Analyse concurrentielle existante pour cibler les concurrents de votre choix sans les limiter \u00e0 des emplacements sp\u00e9cifiques, mais s\u00e9lectionn\u00e9s individuellement par les emplacements eux-m\u00eames. En int\u00e9grant leurs indicateurs cl\u00e9s de performance (KPI), en particulier les commentaires \u00e0 leur sujet, vous pouvez voir exactement ce que ces concurrents font pour se tailler un avantage. Les produits habituels d\u2019analyse de la concurrence et de gestion de la r\u00e9putation vous permettent de savoir ce dont votre entreprise a besoin pour faire face \u00e0 la concurrence \u00e0 l\u2019\u00e9chelle macro. Maintenant, Local Sets vous permet de faire face \u00e0 la concurrence \u00e0 l\u2019\u00e9chelle micro. Pour toute marque \u00e0 emplacements multiples, il est n\u00e9cessaire d\u2019avoir une id\u00e9e de la concurrence dans son ensemble ET au niveau hyper local pour conserver un avantage concurrentiel.<\/p>\n<p>Si votre entreprise utilise d\u00e9j\u00e0 l\u2019outil d\u2019Analyse concurrentielle, Local Sets vous appara\u00eetra comme une simple mise \u00e0 niveau. Si vous n\u2019avez pas encore commenc\u00e9 \u00e0 utiliser nos produits d\u2019Analyse concurrentielle ou de Gestion de la r\u00e9putation, c\u2019est le moment de les essayer. Les informations recueillies \u00e0 la fois sur vous et sur les activit\u00e9s de vos concurrents vous seront inestimables. Vous pourriez m\u00eame \u00eatre surpris de voir ce que rec\u00e8lent les commentaires. Cette surprise pourrait bien \u00eatre la BI qui vous a fait d\u00e9faut pendant si longtemps.<\/p>\n<p>Vous souhaitez d\u00e9couvrir en quoi Local Sets peut aider votre entreprise \u00e0 empreinte distribu\u00e9e \u00e0 rester comp\u00e9titive dans les march\u00e9s locaux\u2009? <a href=\"\/fr-ca\/entrez-en-contact\/\">Parlons-en<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour de nombreuses entreprises \u00e0 empreinte distribu\u00e9e, la concurrence est le plus souvent constitu\u00e9e d\u2019autres marques \u00e0 emplacements multiples. Bien que vous puissiez \u00eatre presque certain que votre principal concurrent aura des emplacements \u00e0 proximit\u00e9 des v\u00f4tres, ce n\u2019est pas tout. Les cha\u00eenes locales et les startups en croissance peuvent tout aussi bien d\u00e9tourner les [&hellip;]<\/p>\n","protected":false},"author":126,"featured_media":107253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2885],"tags":[2111,1802,1147,1641,965],"class_list":["post-107281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search","tag-local-listings-management-3","tag-local-presence-management-6","tag-online-reviews-2","tag-reputation-management-3","tag-technology-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vous voulez mieux comprendre le paysage concurrentiel ? La cl\u00e9, c&#039;est la granularit\u00e9 ! | DAC<\/title>\n<meta name=\"description\" content=\"Pour les marques \u00e0 emplacements multiples, l&#039;analyse concurrentielle est primordiale. D\u00e9couvrez comment notre approche et nos d&#039;analyse granulaires peuvent vous aider \u00e0 vous d\u00e9marquer dans les march\u00e9s locaux.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/vous-voulez-mieux-comprendre-le-paysage-concurrentiel-la-cle-cest-la-granularite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vous voulez mieux comprendre le paysage concurrentiel ? 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