{"id":10832,"date":"2023-06-19T10:38:57","date_gmt":"2023-06-19T08:38:57","guid":{"rendered":"https:\/\/optimix.fr\/?p=10832"},"modified":"2025-02-24T17:03:56","modified_gmt":"2025-02-24T16:03:56","slug":"promotions-et-supply-chain-impacts-et-enjeux","status":"publish","type":"post","link":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/","title":{"rendered":"Promotions &#038; Supply chain : Impacts et enjeux"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10832\" class=\"elementor elementor-10832\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8eab58a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8eab58a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dc153c3\" data-id=\"dc153c3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb95ab1 elementor-widget elementor-widget-text-editor\" data-id=\"eb95ab1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Dans le secteur de la distribution, la <\/span><b>promotion<\/b><span style=\"font-weight: 400;\"> est un levier pour attirer des consommateurs en magasin et fid\u00e9liser les clients existants.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Cependant, pour la supply chain, l\u2019activit\u00e9 promotionnelle est surtout synonyme de perturbations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Variation des volumes de ventes, cannibalisation, impacts sur le flux de distribution, la promotion modifie \u00ab\u00a0artificiellement\u00a0\u00bb<\/span><b> la demande consommateur et bouleverse\u00a0les processus de pr\u00e9vision et d\u2019approvisionnement habituels<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Quels sont concr\u00e8tement les <\/span><b>impacts de l\u2019activit\u00e9 promotionnelle sur la supply chain<\/b><span style=\"font-weight: 400;\">\u00a0?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Et, surtout, comment les int\u00e9grer avec une <\/span><b>solution supply chain d\u00e9di\u00e9e<\/b><span style=\"font-weight: 400;\"> pour en att\u00e9nuer les cons\u00e9quences sur la cha\u00eene logistique\u00a0?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4e6821e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4e6821e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-24d8da4\" data-id=\"24d8da4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dc0bf36 elementor-widget elementor-widget-heading\" data-id=\"dc0bf36\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Des historiques de ventes fauss\u00e9s<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-13d92f7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"13d92f7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9fc2095\" data-id=\"9fc2095\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-204b1f5 elementor-widget elementor-widget-heading\" data-id=\"204b1f5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Une demande consommateur fauss\u00e9e sur les produits promotionn\u00e9s<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9cf68cc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9cf68cc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-988539e\" data-id=\"988539e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d75c01a elementor-widget elementor-widget-text-editor\" data-id=\"d75c01a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Le premier impact des promotions sur la supply chain porte sur les <\/span><b>historiques de ventes<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><b>En temps normal, les pr\u00e9visionnistes se basent sur une demande \u00ab\u00a0standard\u00a0\u00bb pour \u00e9tablir un forecast. <\/b><span style=\"font-weight: 400;\">Par demande standard, on entend une demande consommateur corrig\u00e9e des \u00e9v\u00e9nements qui la font varier sensiblement de sa trajectoire, par exemple les ruptures de stock.<\/span><\/p><p><span style=\"font-weight: 400;\">L\u2019activit\u00e9 promotionnelle fait \u00e9galement partie de ces facteurs qui faussent la demande consommateur. Lorsque le levier est activ\u00e9, la demande pour les produits en promotion s\u2019emballe, avec des achats d\u2019impulsion. Une fois la promotion termin\u00e9e, \u00e0 l\u2019inverse, la demande se contracte parce que le consommateur a fait des stocks, parce qu\u2019il revient \u00e0 ses habitudes d\u2019achat, \u2026<\/span><\/p><p><b>Les promotions entra\u00eenent des variations des ventes importantes<\/b><span style=\"font-weight: 400;\"> par rapport aux volumes habituels. Par cons\u00e9quent, elle \u201cpollue\u201d les historiques de ventes. Sans correction, vous risquez de sur\u00e9valuer la demande pour les produits en promotion avec des effets en cascade sur la supply chain\u00a0: stock exc\u00e9dentaire, co\u00fbts additionnels, moindre rentabilit\u00e9, \u2026\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pour ajuster les pr\u00e9visions, il faut donc calculer l\u2019effet promotion afin de d\u00e9terminer quelle aurait \u00e9t\u00e9 la demande sur cette p\u00e9riode si la promotion n\u2019avait pas eu lieu.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">L\u2019utilisation d\u2019une <a href=\"https:\/\/preprod.optimix-software.com\/fr\/solution-supply-chain\/\">solution supply chain<\/a> sp\u00e9cialis\u00e9e facilite la <\/span><b>correction des historiques de ventes<\/b><span style=\"font-weight: 400;\">. L\u2019outil calcule automatiquement l&rsquo;effet de la promotion sur les ventes observ\u00e9es, puis les ventes corrig\u00e9es des promotions. Ces ventes corrig\u00e9es garantissent une pr\u00e9vision standard (hors promotion) beaucoup plus pr\u00e9cise.<\/span><\/p><p><span style=\"font-weight: 400;\">Par exemple, notre <\/span><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">solution supply chain<\/span><\/span><span style=\"font-weight: 400;\"><span style=\"color: #000000;\">,<\/span> <strong>Optimix XFR<\/strong>, exclut de la pr\u00e9vision les semaines impact\u00e9es par l\u2019activit\u00e9 promotionnelle afin de fiabiliser le forecast.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-bd6b22e e-flex e-con-boxed e-con e-parent\" data-id=\"bd6b22e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8ad6fe3 elementor-widget elementor-widget-html\" data-id=\"8ad6fe3\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-212638872786\"\r\n  style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"212638872786\">\r\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJMkQasCaEk68GEetcSBrmbRcA%2FTkpwRbzqgicfprWMFUYQ9tdesTij0I2p9POv01148twT6shqMN1DVeijFciFwputDHO8qYb8irhCKiuLtRM%3D&webInteractiveContentId=212638872786&portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\r\n    <img decoding=\"async\" alt=\"logo optimix 2025 blanc site-web copie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-212638872786.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\r\n      onerror=\"this.style.display='none'\" \/>\r\n  <\/a>\r\n<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-41701ed elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"41701ed\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-49e2ce2\" data-id=\"49e2ce2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-17cb023 elementor-widget elementor-widget-heading\" data-id=\"17cb023\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Un ph\u00e9nom\u00e8ne de cannibalisation sur les produits substituables<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-439a543 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"439a543\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bf92ca3\" data-id=\"bf92ca3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f1dc061 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"f1dc061\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Outre l\u2019impact sur les produits remis\u00e9s, l\u2019activit\u00e9 promotionnelle a \u00e9galement des effets sur les produits dits substituables. C\u2019est ce qu\u2019on appelle la <\/span><b>cannibalisation<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Par exemple, vous faites une promotion sur des yaourts nature en pack de 12 de la marque A. Vous allez naturellement augmenter les ventes de ce produit. Mais, m\u00e9caniquement, les ventes des produits similaires de marque B et C vont diminuer. La promotion aura \u00e9galement un impact sur l&rsquo;ensemble des produits de la cat\u00e9gorie<\/span><\/p><p><span style=\"font-weight: 400;\">De ce point de vue aussi, la promotion a un impact sur la pr\u00e9vision. Il est donc indispensable de corriger les effets de cannibalisation sur les produits substituables, sinon vos pr\u00e9visions seront fauss\u00e9es.<\/span><\/p><p><b>Pour obtenir un haut niveau de pr\u00e9cision<\/b><span style=\"font-weight: 400;\">, vous devez donc prendre en compte le ph\u00e9nom\u00e8ne de cannibalisation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Une solution supply chain vous aide \u00e0\u00a0:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D\u00e9tecter les produits impact\u00e9s par la promotion<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Corriger automatiquement les historiques de vente de ces articles<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consid\u00e9rer les impacts sur l&rsquo;ensemble des produits de la cat\u00e9gorie \u00e0 la fois en termes de correction des historiques et de pr\u00e9vision<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-33ee298 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33ee298\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-31f9887\" data-id=\"31f9887\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14168a2 elementor-widget elementor-widget-heading\" data-id=\"14168a2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Des effets de halo sur d\u2019autres cat\u00e9gories de produits <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b46b2c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b46b2c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-51acb3e\" data-id=\"51acb3e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bc9b638 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"bc9b638\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Bien souvent, les produits impact\u00e9s par l\u2019activit\u00e9 promotionnelle peuvent \u00eatre des produits appartenant \u00e0 une autre cat\u00e9gorie d&rsquo;articles. M\u00eame s\u2019ils ne sont pas concern\u00e9s directement par la promotion, des <\/span><b>effets de halo<\/b><span style=\"font-weight: 400;\"> peuvent \u00eatre observ\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Par exemple, une promotion sur les imprimantes va m\u00e9caniquement impacter les ventes des consommables associ\u00e9s. Les m\u00eames observations peuvent \u00eatre d\u00e9tect\u00e9es entre les Barbecues, les accessoires, le charbon de bois, &#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u00e0 encore, il convient de prendre en compte cet effet de halo pour <\/span><b>assurer la fiabilit\u00e9 de vos pr\u00e9visions<\/b>.\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Avec un outil supply chain performant, bas\u00e9 sur l\u2019IA, une mod\u00e9lisation avanc\u00e9e vous permettra de recalculer les pr\u00e9visions pour l&rsquo;ensemble des produits impact\u00e9s par les changements de prix d&rsquo;un ou plusieurs produits.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-e564143 e-flex e-con-boxed e-con e-parent\" data-id=\"e564143\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a14385 elementor-widget elementor-widget-html\" data-id=\"7a14385\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-212640273610\"\r\n  style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"212640273610\">\r\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLIBNspchA%2FhZwVsE%2BGXXda9tQXB9Z2HpPfyKlEva0zgrnrk1KoVcyE%2FAy3xmtKD6NZnz29nmqGVbQ3uDzcSfyPSzKW8H1UDTzQc5iw5xgvZO58%3D&webInteractiveContentId=212640273610&portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\r\n    <img decoding=\"async\" alt=\"logo optimix 2025 blanc site-web copie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-212640273610.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\r\n      onerror=\"this.style.display='none'\" \/>\r\n  <\/a>\r\n<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9a40b33 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9a40b33\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ddbb9d8\" data-id=\"ddbb9d8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8956b79 elementor-widget elementor-widget-heading\" data-id=\"8956b79\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Un flux de distribution boulevers\u00e9 par la promotion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-67dc8b2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"67dc8b2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1b15491\" data-id=\"1b15491\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ed1004 elementor-widget elementor-widget-heading\" data-id=\"5ed1004\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">L\u2019impact de la promotion sur les volumes \u00e0 pr\u00e9voir<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b302470 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b302470\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dab0e19\" data-id=\"dab0e19\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23fce89 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"23fce89\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Dans les enseignes, c\u2019est g\u00e9n\u00e9ralement le marketing qui pr\u00e9voit et g\u00e8re les promotions. Toutefois, les impacts sur la supply chain sont tels que les category managers et les logisticiens sont l\u00e9gitimement consult\u00e9s. En termes de supply chain, l\u2019objectif est <\/span><b>d\u2019anticiper le mieux possible les effets de la promotion en affinant le forecast<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">La premi\u00e8re question qui se pose concerne le <\/span><b>volume de commandes<\/b><span style=\"font-weight: 400;\"> \u00e0 pr\u00e9voir pour assurer l\u2019activit\u00e9 promotionnelle.<\/span><\/p><p><span style=\"font-weight: 400;\">L&rsquo;impact de la promotion ne sera pas le m\u00eame d&rsquo;un magasin \u00e0 un autre. Id\u00e9alement, les impacts sont calcul\u00e9s \u00e0 partir des \u00e9v\u00e9nements pass\u00e9s pr\u00e9sentant des m\u00e9caniques promotionnelles similaires. D\u00e8s lors que les historiques promotionnels ne pr\u00e9sentent pas de telles similitudes, des m\u00e9canismes de cascades doivent \u00eatre consid\u00e9r\u00e9s.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-86a8d4a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"86a8d4a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4fcb7f0\" data-id=\"4fcb7f0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0778d62 elementor-widget elementor-widget-heading\" data-id=\"0778d62\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">L\u2019impact sur les commandes et les stocks<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dc9d79b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dc9d79b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2d7400f\" data-id=\"2d7400f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ae4bf5 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"5ae4bf5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Les promotions ont aussi une <\/span><b>influence sur la gestion des commandes et des stocks<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">En cas d\u2019activit\u00e9 promotionnelle sur un produit, le volume de commandes est largement sup\u00e9rieur au volume habituel. Pour le distributeur,<\/span><b> la promotion g\u00e9n\u00e8re un surplus d\u2019activit\u00e9<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Les promotions sont souvent associ\u00e9es \u00e0 des produits d\u00e9di\u00e9s, cannibalisant les produits de fond rayon. Elles donnent lieu \u00e0 des processus de production d\u00e9di\u00e9s. Par cons\u00e9quent, il est indispensable d\u2019anticiper les commandes promotionnelles. Les retailers s\u2019engagent plusieurs semaines en avance pour permettre au fournisseur de lisser le pic d\u2019activit\u00e9. Compte tenu des volumes attendus, il y a donc un ph\u00e9nom\u00e8ne d\u2019achat anticip\u00e9.<\/span><\/p><p><span style=\"font-weight: 400;\">Si les achats promotionnels sont anticip\u00e9s, il devient primordial de diff\u00e9rencier les stocks et les encours promotionnels, afin de ne pas perturber le processus de commande du produit en fond de rayon.<\/span><\/p><p><span style=\"font-weight: 400;\">En fin de promotion, bien souvent les stocks r\u00e9siduels doivent \u00eatre fusionn\u00e9s avec le fond de rayon afin d&rsquo;\u00e9viter les surstocks.<\/span><\/p><p><span style=\"font-weight: 400;\">Pour g\u00e9rer les r\u00e9f\u00e9rences en promotion, les enseignes peuvent <\/span><b>mettre en place un circuit promotionnel distinct avec utilisation d\u2019un stock de d\u00e9bord.<\/b><\/p><p><span style=\"font-weight: 400;\">En d\u2019autres termes, la promotion passe g\u00e9n\u00e9ralement par :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une gestion des commandes d\u00e9di\u00e9s,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des d\u00e9lais de commande anticip\u00e9s,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un circuit logistique s\u00e9par\u00e9,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des r\u00e9servations de stocks d\u00e9di\u00e9es,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des m\u00e9thodes de pr\u00e9visions sp\u00e9cifiques<\/span><\/li><\/ul><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">La flexibilit\u00e9 de la solution <strong>Optimix XFR<\/strong> apporte une r\u00e9ponse appropri\u00e9e aux processus d&rsquo;approvisionnement promotionnel.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">En g\u00e9n\u00e9ral, le processus promotionnel est collaboratif. Il impacte notamment les magasins, les pr\u00e9visionnistes, les acheteurs. Les flux peuvent \u00eatre d\u00e9di\u00e9s, les stocks et les encours peuvent \u00eatre positionn\u00e9s sur des positions sp\u00e9cifiques, les d\u00e9lais ne sont pas les m\u00eames. En fin de promotion, les stocks et les encours \u00e9ventuels sont mutualis\u00e9s.<\/span><\/p><p><span style=\"font-weight: 400;\">La solution permet de supporter toutes ces sp\u00e9cificit\u00e9s et fluidifie la collaboration entre les collaborateurs concern\u00e9s par la promotion.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-a4aa974 e-flex e-con-boxed e-con e-parent\" data-id=\"a4aa974\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8741dcb elementor-widget elementor-widget-html\" data-id=\"8741dcb\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-211436237037\"\r\n  style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"211436237037\">\r\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLLU4RQ238cCtvPGfoXIaM3mbr4BiChqHgGT2lqum0byxKcLgNEeTSrrRd5%2FiAMPkeMJIpecUAB5PTKFSsRobVtec6J9gTM2ThBu%2Bq5oEQgWDJIH%2BP6w4tlF08Mrzj0SyadoJpr9N1iaz7prmxbFFLa0N8ieo8kCpipp9ahJ4Sjag%2BLaWyMvLU2yl6rzdP5NYCSjyRLbpbzEM9V4OzcTvQgJwnmdmf47vlzo14pNOw3bNFiNtSaad3Px2iE5nxOpD%2F8%3D&webInteractiveContentId=211436237037&portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\r\n    <img decoding=\"async\" alt=\"logo optimix 2025 blanc site-web copie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-211436237037.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\r\n      onerror=\"this.style.display='none'\" \/>\r\n  <\/a>\r\n<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d12f74 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d12f74\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f7e3ba3\" data-id=\"f7e3ba3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c9cae60 elementor-widget elementor-widget-heading\" data-id=\"c9cae60\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Int\u00e9grer les promotions dans le forecast<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-08846aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"08846aa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e7835e3\" data-id=\"e7835e3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e5af56 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"5e5af56\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">L\u2019activit\u00e9 promotionnelle impose une correction des historiques pouss\u00e9e et des m\u00e9thodes de calcul des pr\u00e9visions plus complexes. L&rsquo;IA permet de simplifier les phases de corrections. La demande normale n&rsquo;est plus recherch\u00e9e. Une bonne mod\u00e9lisation permet d\u00e9sormais de calculer une pr\u00e9vision dans un contexte global.<\/span><\/p><p><span style=\"font-weight: 400;\">Les m\u00e9thodes classiques s&rsquo;appuyaient sur <\/span><b>deux versions du forecast<\/b><span style=\"font-weight: 400;\">\u00a0:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un forecast non promotionnel, bas\u00e9 sur les historiques de ventes corrig\u00e9s<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un forecast promotionnel qui s\u2019appuie sur les historiques d\u2019activit\u00e9s promotionnelles similaires<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Cependant, <\/span><b>en r\u00e9alit\u00e9, les stocks promotionnels et non promotionnels sont li\u00e9s.<\/b><span style=\"font-weight: 400;\"> Les produits peuvent passer de l\u2019un \u00e0 l\u2019autre.\u00a0En termes de transport aussi, pour des questions de co\u00fbts logistiques, on pr\u00e9f\u00e9rera peut-\u00eatre d\u00e9cloisonner pour r\u00e9aliser des \u00e9conomies.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Selon les besoins, il est donc int\u00e9ressant que la solution puisse fusionner les pr\u00e9visions promotionnelles et non promotionnelles pour <\/span><b>pr\u00e9voir les impacts logistiques au global<\/b><span style=\"font-weight: 400;\"> et aider le retailer \u00e0 prendre les bonnes d\u00e9cisions.<\/span><\/p><p><span style=\"font-weight: 400;\">Les nouvelles technologies permettent, en fonction du param\u00e9trage, de mutualiser les composantes de pr\u00e9vision. Une seule version est calcul\u00e9e \u00e0 partir du contexte de la cat\u00e9gorie ou de l&rsquo;univers du produit.<\/span><\/p><p><span style=\"font-weight: 400;\">Avec une solution supply chain, comme Optimix XFR, vous pouvez choisir l\u2019un ou l\u2019autre \u00ab\u00a0mode\u00a0\u00bb de pr\u00e9vision en fonction de vos besoins. En compl\u00e9ment, la solution calcule les impacts en termes de projections de stocks, de livraisons,\u00a0 sur l&rsquo;ensemble des n\u0153uds de la cha\u00eene logistique.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3fb3371 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3fb3371\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0170818\" data-id=\"0170818\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-16649d6 elementor-widget elementor-widget-global elementor-global-21144 elementor-widget-heading\" data-id=\"16649d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">----------------------------<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76f1c29 elementor-widget elementor-widget-text-editor\" data-id=\"76f1c29\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">En conclusion, il est clair que les promotions ont un impact significatif sur la supply chain des entreprises. Elles peuvent g\u00e9n\u00e9rer une augmentation soudaine de la demande, ce qui soul\u00e8ve des d\u00e9fis majeurs en termes de gestion des stocks, de capacit\u00e9 de production et de logistique.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pour maintenir l\u2019efficacit\u00e9 de la cha\u00eene logistique, il est essentiel que les directeurs de la supply chain collaborent \u00e9troitement avec les \u00e9quipes marketing et commerciales afin d&rsquo;anticiper les promotions et de planifier en cons\u00e9quence.<\/span><\/p><p><span style=\"font-weight: 400;\"><strong>Il faut aussi noter que les promotions ne devraient pas \u00eatre consid\u00e9r\u00e9es comme une strat\u00e9gie ind\u00e9pendante. Elles doivent \u00eatre int\u00e9gr\u00e9es dans une approche globale de gestion de la supply chain, align\u00e9e sur les objectifs commerciaux de l&rsquo;entreprise.<\/strong> Les directeurs de la supply chain doivent continuer \u00e0 rechercher des moyens d&rsquo;am\u00e9liorer l&rsquo;efficacit\u00e9 op\u00e9rationnelle, de r\u00e9duire les co\u00fbts et de minimiser les retards, tout en prenant en compte les impacts des promotions.<\/span><\/p><p><span style=\"font-weight: 400;\">Pour ce faire, l&rsquo;analyse des donn\u00e9es joue un r\u00f4le crucial dans la compr\u00e9hension de l&rsquo;impact des promotions sur la supply chain. Les directeurs de la supply chain doivent investir dans des outils analytiques avanc\u00e9s pour collecter, suivre et analyser les donn\u00e9es li\u00e9es aux promotions, afin d&rsquo;obtenir des informations pr\u00e9cieuses sur les tendances de la demande, les pr\u00e9f\u00e9rences des clients et les performances des fournisseurs. Cette analyse approfondie peut aider \u00e0 prendre des d\u00e9cisions \u00e9clair\u00e9es pour optimiser la gestion de la supply chain et maximiser les avantages des promotions.<\/span><\/p><p><strong>Vous souhaitez approfondir ces sujets ou explorer les strat\u00e9gies qui peuvent optimiser votre propre supply chain ?\u00a0<\/strong><\/p><p><span style=\"font-weight: 400;\">Nous vous invitons \u00e0 nous contacter. Notre \u00e9quipe d&rsquo;experts passionn\u00e9s et exp\u00e9riment\u00e9s en Retail est pr\u00eate \u00e0 r\u00e9pondre \u00e0 toutes vos questions et \u00e0 partager leurs connaissances.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-42bbdbc e-flex e-con-boxed e-con e-parent\" data-id=\"42bbdbc\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8e66a33 elementor-widget elementor-widget-html\" data-id=\"8e66a33\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-212638874819\"\r\n  style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"212638874819\">\r\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJYWJtI0b9PGRbkjrsCrB68luCOSaHNJ4Tbu5F9n9T8tTsLKiLtf0m7%2B%2BsebcJGX271GVrw7vPXBmrSLh7FIntSsWd0BowXHqnBXXC%2FS2bE9KU%3D&webInteractiveContentId=212638874819&portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\r\n    <img decoding=\"async\" alt=\"logo optimix 2025 blanc site-web copie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-212638874819.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\r\n      onerror=\"this.style.display='none'\" \/>\r\n  <\/a>\r\n<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer. <\/p>\n","protected":false},"author":3,"featured_media":16537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[188],"tags":[50],"class_list":["post-10832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-supplychain","tag-supply-chain"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v25.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comprendre les impacts des promotions sur la supply chain<\/title>\n<meta name=\"description\" content=\"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Promotions &amp; Supply chain : Impacts et enjeux\" \/>\n<meta property=\"og:description\" content=\"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimix Software\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-19T08:38:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-24T16:03:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"\u00c9douard Calliati\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"\u00c9douard Calliati\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\"},\"author\":{\"name\":\"\u00c9douard Calliati\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/person\/cced96ad5b27cb59052101723d37d17c\"},\"headline\":\"Promotions &#038; Supply chain : Impacts et enjeux\",\"datePublished\":\"2023-06-19T08:38:57+00:00\",\"dateModified\":\"2025-02-24T16:03:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\"},\"wordCount\":1863,\"publisher\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp\",\"keywords\":[\"Supply Chain\"],\"articleSection\":[\"Supply Chain\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\",\"url\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\",\"name\":\"Comprendre les impacts des promotions sur la supply chain\",\"isPartOf\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp\",\"datePublished\":\"2023-06-19T08:38:57+00:00\",\"dateModified\":\"2025-02-24T16:03:56+00:00\",\"description\":\"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.\",\"breadcrumb\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage\",\"url\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp\",\"contentUrl\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp\",\"width\":1600,\"height\":900,\"caption\":\"impact-promotion-supply-chain\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/preprod.optimix-software.com\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Promotions &#038; Supply chain : Impacts et enjeux\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#website\",\"url\":\"https:\/\/preprod.optimix-software.com\/fr\/\",\"name\":\"Optimix Software\",\"description\":\"Solutions de Pricing et Supply chain d\u00e9di\u00e9es au retail\",\"publisher\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/preprod.optimix-software.com\/fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#organization\",\"name\":\"Optimix Software\",\"url\":\"https:\/\/preprod.optimix-software.com\/fr\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/logo-carre-optimix-RETAIL-PERFORMANCE-SOFTWARE.jpg\",\"contentUrl\":\"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/logo-carre-optimix-RETAIL-PERFORMANCE-SOFTWARE.jpg\",\"width\":2001,\"height\":2001,\"caption\":\"Optimix Software\"},\"image\":{\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/optimix-ffr\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/person\/cced96ad5b27cb59052101723d37d17c\",\"name\":\"\u00c9douard Calliati\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Comprendre les impacts des promotions sur la supply chain","description":"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"fr_FR","og_type":"article","og_title":"Promotions & Supply chain : Impacts et enjeux","og_description":"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.","og_url":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/","og_site_name":"Optimix Software","article_published_time":"2023-06-19T08:38:57+00:00","article_modified_time":"2025-02-24T16:03:56+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp","type":"image\/webp"}],"author":"\u00c9douard Calliati","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"\u00c9douard Calliati","Dur\u00e9e de lecture estim\u00e9e":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#article","isPartOf":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/"},"author":{"name":"\u00c9douard Calliati","@id":"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/person\/cced96ad5b27cb59052101723d37d17c"},"headline":"Promotions &#038; Supply chain : Impacts et enjeux","datePublished":"2023-06-19T08:38:57+00:00","dateModified":"2025-02-24T16:03:56+00:00","mainEntityOfPage":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/"},"wordCount":1863,"publisher":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/#organization"},"image":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage"},"thumbnailUrl":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp","keywords":["Supply Chain"],"articleSection":["Supply Chain"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/","url":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/","name":"Comprendre les impacts des promotions sur la supply chain","isPartOf":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage"},"image":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage"},"thumbnailUrl":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp","datePublished":"2023-06-19T08:38:57+00:00","dateModified":"2025-02-24T16:03:56+00:00","description":"Impact sur les ventes, cannibalisation, circuits logistiques, d\u00e9couvrez les effets des promotions sur la supply chain et les solutions pour les g\u00e9rer.","breadcrumb":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#primaryimage","url":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp","contentUrl":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/impact-promotion-supply-chain.webp","width":1600,"height":900,"caption":"impact-promotion-supply-chain"},{"@type":"BreadcrumbList","@id":"https:\/\/preprod.optimix-software.com\/fr\/blog\/supplychain\/promotions-et-supply-chain-impacts-et-enjeux\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/preprod.optimix-software.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Promotions &#038; Supply chain : Impacts et enjeux"}]},{"@type":"WebSite","@id":"https:\/\/preprod.optimix-software.com\/fr\/#website","url":"https:\/\/preprod.optimix-software.com\/fr\/","name":"Optimix Software","description":"Solutions de Pricing et Supply chain d\u00e9di\u00e9es au retail","publisher":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/preprod.optimix-software.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/preprod.optimix-software.com\/fr\/#organization","name":"Optimix Software","url":"https:\/\/preprod.optimix-software.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/logo-carre-optimix-RETAIL-PERFORMANCE-SOFTWARE.jpg","contentUrl":"https:\/\/preprod.optimix-software.com\/wp-content\/uploads\/logo-carre-optimix-RETAIL-PERFORMANCE-SOFTWARE.jpg","width":2001,"height":2001,"caption":"Optimix Software"},"image":{"@id":"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/optimix-ffr\/"]},{"@type":"Person","@id":"https:\/\/preprod.optimix-software.com\/fr\/#\/schema\/person\/cced96ad5b27cb59052101723d37d17c","name":"\u00c9douard Calliati"}]}},"_links":{"self":[{"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/posts\/10832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/comments?post=10832"}],"version-history":[{"count":30,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/posts\/10832\/revisions"}],"predecessor-version":[{"id":42981,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/posts\/10832\/revisions\/42981"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/media\/16537"}],"wp:attachment":[{"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/media?parent=10832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/categories?post=10832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/preprod.optimix-software.com\/fr\/wp-json\/wp\/v2\/tags?post=10832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}