Online Marketplaces: How to Increase Brand Awareness and Generate Quality Leads for Franchisee Recruitment

Le franchisé AvivA de Castres ouvre un second magasin à Albi

Le réseau de cuisinistes AvivA poursuit son expansion et renforce sa présence dans le Sud-Ouest de la France avec l’ouverture d’un nouveau magasin à Albi.

Une ouverture en multi-franchise

Deuxième implantation de l’enseigne dans le Tarn, ce nouveau magasin AvivA d’Albi a été ouvert par Arnaud Estadieu. Le franchisé n’en est pas à son coup d’essai puisqu’il dirige déjà depuis 4 ans le magasin AvivA de Castres. Désormais multi-franchisé AvivA, il rejoint les 17% de franchisés AvivA qui, comme lui, sont à la tête de plusieurs points de vente de l’enseigne. Ce développement de la multi-franchise au sein du réseau est un indicateur fort de performance et de maturité. Arnaud Estadieu permet ainsi à l’enseigne AvivA d’affiner son maillage dans le département du Tarn et plus largement en Occitanie où le réseau compte désormais 10 magasins en activité.

Une offre de cuisines de fabrication allemande à prix accessible

« Idéalement situé entre Rodez, Montauban et Castres, le nouveau magasin d’Albi bénéficiera de l’influence des nombreuses agglomérations et villes alentour », rapporte Bernard Abbou, directeur général des Cuisines AvivA. Pour animer ce nouveau magasin, Arnaud Estadieu peut s’appuyer sur son équipe composée de deux collaborateurs : Stouti, vendeur, et Jennifer, assistante de gestion. Sur 350m2 de surface commerciale, distribués en 11 espaces d’exposition, les clients pourront découvrir l’offre AvivA de cuisines de haute qualité à prix accessibles. Fabriquées et assemblées en Allemagne, les cuisines AvivA répondent en effet aux critères allemands de robustesse et d’excellence.

AvivA est le seul distributeur de cuisines indépendant

Créée en 2000 à Annecy, l’enseigne AvivA Cuisines a amorcé son développement en réseau de franchise en 2007. Revendiquant un positionnement « high value, low cost », ou le haut de gamme à prix accessible, l’enseigne a su trouver sa place sur le marché français de la cuisine. Seul acteur indépendant parmi les distributeurs français de cuisines, AvivA appui sa réussite sur sa centrale de référencement et de services qui lui permet de proposer à ses clients une offre unique de produits à prix compétitifs, négociés auprès des fabricants. L’enseigne axe sa stratégie sur son cœur de métier : le commerce, offrant à ses clients une haute qualité de services et de conseils et un catalogue comprenant les dernières tendances et innovations en matière de cuisine.

>> Lire aussi : Cuisines Aviva dresse son bilan de l’année 2018 https://www.toute-la-franchise.com/news-533812-cuisines-aviva-bilan-annee-2018.html

70 magasins AvivA en France et encore de nombreuses opportunités

Le réseau compte à ce jour 70 magasins en activité en France et se développe progressivement sur l’ensemble du territoire en accueillant de nouveaux entrepreneurs ayant pour projet d’ouvrir un magasin de cuisine ou, comme ici avec Arnaud Estadieu, en accompagnant des franchisés déjà en activité vers la multi-franchise. « L’ouverture à Albi incarne parfaitement notre volonté de renforcer notre présence sur l’ensemble du territoire Français, déclare Bernard Abbou, et particulièrement la région Occitanie, 2e plus grande région et la 4e en termes de PIB, qui offre donc un potentiel économique non négligeable ».

Cette volonté manifeste d’expansion ouvre de belles opportunités pour les porteurs de projet. La franchise AvivA propose deux formats de magasin pour des implantations en centre-ville ou zone commerciale. Pour en savoir plus sur le concept, ses atouts, son positionnement et les conditions pour ouvrir un magasin AvivA en franchise, consultez la fiche de présentation de la franchise Aviv

Marketplaces, or online portals, are digital platforms that connect sellers and buyers. While the model has gained a foothold in B2C and B2B markets, they have quickly become the main channel franchisors use for franchisee recruitment. Marketplaces are a powerful lead acquisition tool with many advantages. Here, we take a closer look at how online marketplaces are meeting franchisors’ recruitment needs.

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B2B buyers have evolved in the last 15 years; they rely increasingly on online channels. According to a study by Google, 90% of B2B buyers use the internet as a decision tool before buying, conducting on average 12 searches before making a choice. Moreover, consumers are independent: they prefer looking for and comparing solutions on their own before getting in touch with a seller. In fact, around 75% of buyers already have an idea in mind** when they contact the company.

These behaviours have an impact on B2B digital prospecting, especially knowing that 71% of B2B customers will not look up the name of a brand but rather for a solution that fits their specific needs. About 60% prefer avoiding commercial contact during that research phase altogether.

71% of B2B customers will not look up the name of a brand but rather a solution that fits their specific needs.

This has parallels with franchisee recruitment. The 2018 Franchise Landscape Report** from the BFA and Natwest showed that during the past 10 years, the channels most used by franchisors have shifted towards digital. In 2018, for example, between 37 to 48% of franchisors in the UK stated that websites were a useful recruitment channel compared with only 16% who thought that magazine advertising was useful. The report also stated that one in ten franchisors now use third-party brokers and match-making services.

5 benefits of an online marketplace model for franchisors

1. Increased brand awareness

No matter the sector, we’ve seen that potential franchisees prioritise speed, easy access, and the possibility to compare different franchise opportunities online.

In the B2B sector, more specifically, manufacturers and distributors have already figured out that a B2B marketplace model is more profitable: these platforms allow them to engage with potential buyers at every stage of the buying process, which can significantly increase the number of leads for their business. Indeed, marketplaces display thousands of products and many technical sheets, which gives them the added benefit of a preferential SEO ranking on search engines.

Through the power of online marketplaces, you can feed off of brand equity to reach a greater number of potential leads than you could ever on your own.

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2. Generate quality leads

With online platforms, user navigation data is collected and analysed, which helps detect a user’s intent from the moment they start browsing. This is useful on two fronts:

1. For the user: can easily be instantly retargeted and provided with information relevant to their search;
2. For franchisors and businesses: can use this data to build look-a-like audiences on third-party paid advertising channels and lead to external retargeting.

3. Build long-term trust

In the B2B market, clients seek content from sources they can trust. Marketplaces offer a wide range of products that will match client needs to near perfection and precision. Presenting a variety of options, without bias, helps build a trusting and lasting relationship with the client.

This is similar in the franchise market as, in the UK, there are over 1,000 franchise systems with many new brands appearing each month. It’s important for the user to understand that the brands presented have been vetted and are trustworthy.

4. Tap into more sales channels for lead generation

For franchising and the B2B market, online portals and marketplaces allow businesses to reach prospects on an array of channels — beyond their website or the lead generation channels they use most frequently. Thanks to these platforms, businesses can build up their brand awareness and potentially generate more qualified leads quickly.

They can specifically target the visitors who may become eventually leads by collecting and analysing navigation and search data on online platforms. For instance, you can regroup users in clusters based on their searches. Likewise, you can target those who compare the different products or franchise opportunities, as they display more of an intent to buy. Defining potential prospects can allow franchisors or businesses to convert prospects into leads through targeted marketing campaigns such as:

• Retargeting: targeting those who have already shown intent to request information from a franchise (i.e. those who have looked at a profile page or filled out an online form);
• Targeting based on user characteristics (i.e. current job, role, geolocalisation, and so on).

5. Boost year-round visibility

Franchise exhibitions will give a franchisor visibility for two to three days, whilst an online platform allows franchise businesses to be visible all year-round.

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