La segmentation des magasins d'une chaîne: une approche multi-facettes

Hervé Guyon and Gérard Cliquet
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Hervé Guyon: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Three segmentations of stores are implemented within a retail chain, each of them based on one specific facet of the retail chain. The first segmentation is built from trade areas; the second from costumer patronage; the third from the store function within the chain. Recent segmentation tools are used to develop this "multi-facets" segmentation. The objective of this research is to link recent segmentation methods and the operationality of the decision process. Two examples illustrate this operationality.

Keywords: cluster analysis; fascia; trade area; classification; enseigne; géomarketing; PLS; zone de chalandise (search for similar items in EconPapers)
Date: 2009-10
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Published in 12e Congrès Etienne Thil, Oct 2009, La Rochelle, France. 22 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00446802

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