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a Concert of car horns, filter blocks, blockades, petitions... Since February, the employees of Carrefour express their discontent to the four corners of France

The giants of the trade play the franchise

a Concert of car horns, filter blocks, blockades, petitions... Since February, the employees of Carrefour express their discontent to the four corners of France

The giants of the trade play the franchise

a Concert of car horns, filter blocks, blockades, petitions... Since February, the employees of Carrefour express their discontent to the four corners of France. They react to the "transformation plan" unveiled on 23 January by the CEO, Alexandre Bompard. The announcement of the abolition of 2400 post has fanned the anger. But not only that. The closure of 273 Junction City-Contact, and the passage free of several selling points, including five hypermarkets in the region, have pushed the staff and the unions. The arm of iron does no doubt start. The CFDT is estimated that 30 to 40 hypermarkets could also switch free. A small revolution : until now, the retail giant has operated in own its major surfaces by placing at their head a salaried officer, all employees of the site is also employees in the group.

Nothing really surprising however at this change, of course ! The Carrefour group is a long-time follower of the franchise with all its small stores : Carrefour Express, Carrefour Bio, Eight to Eight, Proxi... It is only applying a recipe that works, and thus joined several other big names of the distribution. Fnac-Darty, Picard, Galeries Lafayette, Nicolas, too, have chosen this mode of operation, abandoning their historical pattern of development in its own right. Nicolas expects to open 150 franchise stores by 2020 - the wine merchant only 14 today. The Galeries Lafayette have, for their part, announced in February, the setting free of 22 of their 55 stores. As for the group Fnac Darty, which was already strong 57 openings of franchised stores by 2017, he decided to move to the higher speed. Last December, during the presentation of the orientation plan "" Trust +", Enrique Martinez, the director-general, announced the upcoming opening of 200 outlets in the franchise, no less ! In the end, almost half of the business park will be operated not by direct but by independent traders.

Be locally

What the hell was so bitten all these great groups ? For Sylvain Bartolomeu, consultant to the law firm Franchise Management, the answer is clear : "It is a way to develop more quickly and everywhere, in France, to gain competitive advantage through the involvement of the franchisees and to achieve economies of scale". His remarks are confirmed by all key stakeholders. The 22 Galleries Lafayette affected by the project (the transaction will be finalized in the second half after the consultation of staff representative bodies) are established in the province, in medium-sized cities, to Agen, Amiens, Beauvais, Lorient, Dax, Cannes, Libourne.... "We franchisons the small stores to make them more agile and give them a dynamic business. This new organization will allow us to maintain a territorial network strong," says Olivier Bron, director of operations at Galeries Lafayette and BHV Marais. Fnac-Darty is also convinced : in these urban areas with limited potential, the shops will be better managed by independent. "The franchisees are familiar with the local tissue and their catchment area. They are in direct contact with the population, know where the good locations are closer to the expectations of the clients. They are strong partners and reagents", decrypts Dominique Dubald, director of franchise and partnerships in Fnac-Darty. And for good reason ! The franchisees are business leaders, they have at heart to develop their business. The results speak for themselves : they generate a turnover of more than 30 % on average to that of a manager employed for a point-of-sale of the same size. This, in turn, benefits the entire network...

to Share the costs

This general excitement for the franchise translated, however, other realities, less reputable. "Among all of these recent examples, it is necessary to distinguish between offensive strategies and defensive strategies" alert Sylvain Bartolomeu. In the case of Darty, and Fnac, the franchise serves as a lever of development : the group will recruit candidates responsible for opening new sales points in the province. For Carrefour and Galeries Lafayette department store, rather it is to avoid closing institutions in loss of speed. Because on the tight market of the distribution, in the face of the ruthless competition of online commerce and to the flood Amazon - the giant american would even consider to open stores in France, the brands traditional are struggling. More fragile, less profitable, they are struggling to finance the stores on their own money. "The franchise allows them to continue to expand without too much dip into their capital, since it is the franchisees who finance part of their installation," says Laurent Delafontaine cabinet Axis Networks. Clever ! The financial effort related to the mesh points of sale is shared and the retailers can focus on investment to be more strategic in the digital, R&D or marketing.

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Are you done for the franchise ? Franchise: an exciting market 95% of the franchisees play detectives before starting to Learn the craft of franchisor

The franchise is so strategic, if not beneficial. But the giants of the trade will they be able to assume their new role as franchisor ? "We do not handle employees as we manage franchisees. Distributors will need to learn to talk to business leaders, and to put in place a culture of bosses to be bosses," underlines Sylvain Bartolomeu. The transformation is, for some, on the rails. "We are in the process of structuring in-house, with a dedicated team of 40 people, who can rely on the power of the group. The success of our franchisees is our success", recognizes Dominique Dubald of the group Fnac Darty. The Galeries Lafayette are also aware of this new challenge. "We are fully committed to our franchisees : they benefit from support, both in terms of training and follow-up," commented for his part, Olivier Bron. A good point. Remains to be seen how this new distribution model to two speeds will withstand the onslaught of the ogre Amazon...

Publish Date : 06 Kasım 2018 Salı 14:36

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