“Local involvement is one of the keys to success for any trader, whether or not he is a franchisee”, assures Etienne Boivin, associate director of the La Tour de Pise network (pizzeria, delicatessen and Italian caterer). And it’s not just theory. Born in La Baule in 1982, the brand prides itself on maintaining “excellent relations with the merchants” neighboring its four branches. It also supports several associations and sporting events, such as the Rugby Club Baulois or the Pornichet Paddle Trophy. “Helping them creates a connection with the customers”, welcomes the manager.
Gildas Langouet, 42, who opened a La Tour de Pise unit in Rennes last year, says he is reassured by this “good image”, which he himself strives to cultivate in his city. “I plan to create a Facebook page highlighting the merchants of rue Vasselot, where my shop is located, in order to increase pedestrian traffic in certain time slots”, indicates for example this former executive of a consulting agency. in digital strategy.
It is indeed always beneficial to play collectively. “In addition to facilitating the exchange of good practices, associations of traders like ours are in contact with local institutions – town hall, chamber of commerce, chamber of trades…”, underlines Bernard Schwartz, president of the association Montigny-Entreprendre , who has been working for thirty years in Montigny-lès-Metz (Moselle). “We are present at the meetings of these bodies. In return, we distribute information and advice to our 90 members, for example on solutions for reducing their energy bills. We also make their voices heard with the public authorities.”
In recent years, most conurbations have recruited “proximity managers” or “city center managers”. Their mission: to act as intermediaries between the municipality and local entrepreneurs. These valuable allies are excellent sources of information on the commercial real estate market and urban planning projects. They can also inform you about the opportunities to be seized, for example within the framework of the Action heart of the city and Small towns of tomorrow plans, which aim to strengthen local attractiveness. At the main dedicated exhibitions, such as Franchise Expo Paris, they also answer questions from people interested in network commerce. Local solidarity? An excellent stimulus for trade!
Four reasons to network
“The people with whom we have made contact in the field are all potential business providers or customers”, emphasizes Franck Berthouloux, director of the consulting group TGS France.
© / Pascal GUIRAUD
1. Get informed. Discussing with connoisseurs of the territory (traders, city center managers, elected officials, etc.) “allows you to take the pulse of commerce or services in your catchment area and to learn about commercial and urban developments”, argues Franck Berthouloux , Director of TGS France Consultants.
2. Stimulate yourself. For franchisees, alone at the helm of their unit, exchanging with entrepreneurs established in the same area “is also a question of well-being at work, judges the consultant. They need to interact with peers to stimulate themselves intellectually” .
3. Show up. Associations of merchants, networks of entrepreneurs and other neighborhood events help to be recognized as a local actor. “This is an essential lever for franchisees who make proximity one of their key assets”, notes Franck Berthouloux. Be careful, however, not to abandon unity in favor of too intense an associative life and to always respect the recommendations of your network.
4. Grow. “The people with whom we made contact in the field are all potential business providers or customers”, emphasizes Franck Berthouloux. “This is particularly important for brands like La Mie câline, present on the business market, or for the chocolate maker Jeff de Bruges, which sells a lot to communities, companies and works councils.”
An article from the Franchise special issue of L’Express. On newsstands since March 16.