Montréal – Québec: l’art de perdre des ventes
Pour certains d’entre nous qui sommes familiers avec les différences régionales qui caractérisent la province de Québec, ce n’est pas une grande surprise de constater qu’il existe des disparités assez importantes dans les tendances de consommation lorsque l’on compare la ville de Québec et celle de Montréal.
La ville de Québec est beaucoup plus francophone, au-delà de 95%. Sur l’île de Montréal, ce taux de francophonie diminue considérablement et oscille plutôt autour des 60%. Des bannières traditionnelles du Québec qui ont une gamme de produit liés aux habitudes alimentaires, aux coutumes, bref à la culture du pays, risquent donc d’être plus captives à Québec qu’à Montréal.
Ça peut paraître évident mais lorsqu’un client dont les ventes dépendent d’une consommation “traditionnelle” nous dit qu’il veut développer son marché à l’échelle québécoise, si celui-ci n’est pas en mesure d’adapter son contenu et son contenant aux disparités régionales, ses sites les moins performants seront toujours aux mêmes endroits et vice-versa.
Par exemple, les rôtisseries peuvent très bien performer à Québec parce que la cohorte traditionnelle y est largement dominante et sa demande pour le poulet est presque devenue un trait culturel pour les Québécois dit de souche. À l’opposée, c’est probablement plus compliqué pour une offre équivalente à Montréal. Cela pourrait changer si des plats exotiques ciblés à base de poulet tout de même étaient intégrés au menu.
Un autre exemple, une chaîne qui vend de la musique, des livres et des produits à saveur culturelle et éducative va bien performer à Québec et dans la plupart des régions presque à 100% francophones, mais va prendre du plomb à Montréal parce que son offre n’est pas adaptée à la présence de minorités culturelles. Résultat: perte de part de marché, consommation fragmentée et non-optimisée, ventes perdues…
Tags: Culturel, Détail, Marché, Montréal, Québec, Restauration, Ventes
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