Drive: une croissance à vitesse grand V qui commence à poser question publié le 20/12/2012 à 11:44, mis à jour à 11:44 PARIS, 20 déc 2012 - Le "drive", qui permet de retirer en voiture les courses commandées sur internet, poursuit sa croissance en France, mais ce concept pourrait atteindre ses longchamp pliage limites d'ici 18 mois, la question de sa rentabilité commençant à se poser pour certains distributeurs. Quasiment inexistants en 2009, ils étaient moins d'un millier début 2012, le nombre de drive dépasse aujourd'hui les 1.900 dans l'Hexagone."Il y a déjà davantage de drive en France que d'hypermarchés", souligne Olivier Lamare, directeur geo-marketing à l'institut Nielsen.Selon une étude réalisée par A3Distrib et les éditions Dauvers, 80 nouveaux drives s'ouvrent chaque mois et le parc pourrait atteindre les 3.000 avant la fin de l'année prochaine.Selon Kantar, le drive devrait réaliser un chiffre d'affaires de 2 milliards d'euros à 0n1ine sac a main longchamp longchamp 107113 fin 2012. Le panelliste, qui escomptait un chiffre d'affaires de 4,5 milliards d'euros à fin 2015, a même revu à la hausse ses prévisions, tablant sur 6 milliards.Si Leclerc et Auchan étaient les précurseurs, toutes les grandes enseignes leur ont emboîté le pas. Système U dispose ainsi sac longchamp cuir fin 2012 de 506 drives, Intermarché de 470, et Leclerc de 245 à fin novembre. Carrefour, l'un des derniers à s'être lancé sur le format drive, a déclaré jeudi matin qu'il possédait désormais 200 drives."Ca va très vite et ce n'est pas fini", commente Frédéric Vallette, analyste chez Kantar World Panel, qui s'exprimait mardi lors d'une journée de conférences organisée par le magazine LSA.Des marges de progression existent encore, puisque certaines zones comme l'est de la France ne disposent que d'un drive pour 50.000 habitants en moyenne, contre 1 drive pour 30.000 habitants dans l'ouest.Par ailleurs, le modèle "drive" est lui aussi amené à évoluer. Si 92% sont aujourd'hui accolés à des magasins existants, certaines enseignes, comme Leclerc, se lancent aussi dans le "drive solo" qui permet de s'implanter dans des zones non encore couvertes par les grands distributeurs.Cette "course à l'ouverture" est alimentée par une augmentation continue du nombre d'adeptes.Cannibalisation Aujourd'hui, environ 15% de la population française sont déjà clients des drive."70% des personnes ayant déjà testé le système en sont encore clients un an après, avec une note de satisfaction de 8,5 sur dix", explique Gaelle Le Floch, de Kantar.Quelques spécialistes de la distribution commencent toutefois à s'interroger sur la pérennité de cette croissance exponentielle, posant la question de sa rentabilité.Pierre Denis, président de Retail Explorer, estime ainsi qu'il y a "encore un potentiel d'environ 18 mois de progression forcenée, mais qu'après des redéfinitions du modèle, voire des fermetures seront à prévoir"."On est parti tellement vite que forcément, il va y avoir du déchet", juge-t-il. "Certaines zones, comme le Morbihan, ne sont déjà pas loin du taux de saturation", 0n1ine besace longchamp magasin longchamp 153 renchérit M. Lamare.Et, contrairement à la livraison à domicile, c'est un service gratuit.Les prix sont à 80% les mêmes que ceux qu'on trouve en magasin pourtant la préparation de commandes a un longchamps paris coût (entre 2 et 3 euros), notamment en 0n1ine prix sac longchamp 12527 personnel, sans compter les frais de logistique (gestion des stocks)."On estime que le modèle drive n'est véritablement rentable que pour des surfaces de ventes inférieures à 3.500 mètres carrés", explique ainsi Gilles Briant, adhérent Intermarché.Mais surtout, la croissance du drive est essentiellement alimentée par une "cannibalisation", pour "au moins un tiers", selon Nielsen, des chiffres d'affaires des hypermarchés, posant là aussi la question de l'intérêt commercial pour les enseignes.dep/Dt/fmPar Fil infoRetraites: le gouvernement veut une réforme "juste" (Touraine)

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