Le livre "Commerce et urbanisme commercial : les grands enjeux de demain", coécrit par Olivier Badot et Dominique Moreno, avec la collaboration de Kawtar Abouhazim et postfacé par Michel-Edouard Leclerc, publié chez EMS, a reçu lors du 20e colloque Étienne Thil, le Prix du meilleur ouvrage 2017 en distribution.

Commerce et urbanisme commercial. Les grands enjeux de demain, page de couverture

Un ouvrage de référence

Ce prix est décerné tant par la communauté scientifique de recherche en commerce et distribution que par un jury de professionnels (FCA). L'ouvrage a été primé parmi une short-list de 26 ouvrages internationaux en distribution parus en 2016.

Un ouvrage de référence donc pour comprendre les mutations de la consommation et du commerce à l’ère d’Internet, de la crise de la fréquentation en magasin et de l’économie collaborative.
Il met en perspective les évolutions sociétales, économiques et stratégiques du commerce de détail et de la distribution, et celles de l’urbanisme et du droit commercial, afin d’en comprendre les enjeux à venir.
La crise économique et sociale, les arbitrages des consommateurs, leur attirance vers les valeurs de la décroissance, les évolutions sociologiques et urbaines et le développement du commerce électronique conduisent à une baisse inédite de la fréquentation et du chiffre d’affaires des points de vente et autres centres commerciaux. Cette crise sans précédent du commerce physique apparaît comme structurelle et devrait contraindre les distributeurs à repenser radicalement leurs stratégies.
Cet ouvrage propose des pistes en vue d’orienter les décisions et stratégies des acteurs de la distribution et du commerce, ainsi que les mesures à prendre en matière de droit et d’urbanisme commercial.
La régulation des implantations commerciales doit être souple et modulable. Elle doit se concentrer sur la bonne insertion du commerce dans son environnement tout en satisfaisant les besoins évolutifs de la clientèle qui y vit, y travaille et y transite. Le prisme doit être un urbanisme commercial durable et non des restrictions de concurrence.

Le 7 mars dernier ESCP avait proposé à la sortie de l’ouvrage, une conférence avec les auteurs, apportant des regards croisés dans le domaine de l'urbanisme commercial et des enjeux de son adaptation aux mutations qui se dessinent dans ce secteur : crise du commerce physique, hybridation des expériences touristiques, ludiques et commerciales, commerce cross-canal articulant canaux physiques et électroniques, m-commerce, #-commerce, places des marchés...

Dominique Moreno avait par ailleurs été l’invitée d’un des Petits-Déjeuners du Commerce 4.0 qu’organise la Chaire E.Leclerc / ESCP. C’était en janvier, les enjeux de la cross canalité y étaient en débat.

Revivez la rencontre

  • Lire le compte rendu ici
  • Réécouter l'intervention de Dominique Moreno ici

Chaire Prospective du commerce dans la société 4.0

Campus

Paris
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'+v_title+'

['+v_lang+']
'+v_descr+"
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'+t+'

[in '+o+']
'+l+"
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',btnc=".js-close-popup",time=0,body=$("body"),js=$(".js-popup");js.each(function(){var a=$(this).find("iframe"),t=a.attr("src");a.length>0&&-1!==t.indexOf("youtube")&&(-1!==t.indexOf("?")?a.attr("src",t+"&enablejsapi=1"):a.attr("src",t+"?enablejsapi=1"))}),$(document).on("click",link,function(a){a.preventDefault();var t=$(this),e=t.attr("href"),s=$(e),l=t.attr("btn-bg-color"),o=t.attr("content-bg-color");null!=l&&void 0!=l||(l="#240085"),null!=o&&void 0!=o||(o="h-bg-white");var n='';body.addClass("no-scroll"),"wrapped"!=s.attr("aria-inner")&&s.wrapInner('
').attr("aria-inner","wrapped"),(s.hasClass("js-slide-right")||s.hasClass("js-slide-left"))&&s.addClass(o),0==$(".backdrop").length&&$("body").append(back),0==$(".js-close-popup",s).length&&s.prepend(n),"close"!=s.attr("aria-label")&&null!=s.attr("aria-label")&&void 0!=s.attr("aria-label")||(s.fadeIn(),s.attr("aria-label","open"))}),$(document).on("click",btnc,function(a){a.preventDefault();var t=$(this).attr("aria-controls"),e=$(t);$(t+" iframe").length>0&&$(t+" iframe")[0].contentWindow.postMessage('{"event":"command","func":"pauseVideo","args":""}',"*"),time=e.hasClass("js-slide-right")||e.hasClass("js-slide-left")?900:0,e.attr("aria-label","close"),e.stop(!0,!0).delay(time).fadeOut(100,function(){$("body .backdrop").remove(),$("body").removeClass("no-scroll")})}); } // End });