{"id":1062,"date":"2026-10-19T14:25:18","date_gmt":"2026-10-19T12:25:18","guid":{"rendered":"https:\/\/www.appuistrategique.fr\/?p=1062"},"modified":"2026-10-19T14:25:19","modified_gmt":"2026-10-19T12:25:19","slug":"laddition-20-performance-et-inclusion","status":"publish","type":"post","link":"https:\/\/www.appuistrategique.fr\/index.php\/2026\/10\/19\/laddition-20-performance-et-inclusion\/","title":{"rendered":"L\u2019Addition #20 : Performance et Inclusion"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">(C&rsquo;est \ud835\udddf&rsquo;\ud835\uddd4\ud835\uddd7\ud835\uddd7\ud835\udddc\ud835\udde7\ud835\udddc\ud835\udde2\ud835\udde1 \u2615 : le format o\u00f9 lon prend un repas avec un expert pour passer une id\u00e9e re\u00e7ue au crible.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">j&rsquo;ai d\u00e9jeun\u00e9 avec <a href=\"https:\/\/www.linkedin.com\/in\/cyrilolivier\/\"><strong>Cyril OLIVIER<\/strong><\/a>, Directeur G\u00e9n\u00e9ral D\u00e9l\u00e9gu\u00e9 de KIVI (la joint-venture sociale entre Vitamine T et Kiabi).<br>Cyril, je le connais bien. Ancien Pr\u00e9sident de Nosoli et Directeur g\u00e9n\u00e9ral du Furet du Nord, il a pilot\u00e9 le digital et le marketing de grands groupes (3 Suisses, Kiabi, Auchan). Aujourd&rsquo;hui, il dirige <a href=\"https:\/\/www.linkedin.com\/company\/lepetitmagasin\/\"><strong>Le Petit Magasin<\/strong><\/a>, un r\u00e9seau de boutiques solidaires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je ne veux pas faire ici la publicit\u00e9 de son enseigne.<br>Mais avec lui, impossible de s\u00e9parer le dirigeant de son projet. Il le vit.<br>Et c&rsquo;est sa vision du commerce qui m&rsquo;int\u00e9resse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 L&rsquo;id\u00e9e re\u00e7ue du jour qu&rsquo;il vient chahuter: La performance \u00e9conomique et l&rsquo;inclusion sociale sont deux mondes qui s&rsquo;opposent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trois choses m&rsquo;ont marqu\u00e9 dans ce qu&rsquo;il m&rsquo;a dit :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. Vendre de l&rsquo;utile, avec dignit\u00e9<br>Pour beaucoup de familles, l&rsquo;alternative \u00e0 la fast fashion, c&rsquo;est l&rsquo;occasion ou des circuits de distribution moins valorisants.<br>Cyril propose du v\u00eatement neuf \u00e0 prix tr\u00e8s r\u00e9duit, avec de vrais vendeurs en insertion qui prennent soin des clients.<br>Il le r\u00e9sume ainsi : \u00ab\u00a0Quand tu n&rsquo;as pas la chance d&rsquo;\u00eatre un bobo, l&rsquo;alternative gagnante \u00e0 la seconde main, c&rsquo;est de pouvoir acc\u00e9der \u00e0 l&rsquo;achat du neuf.\u00a0\u00bb<br>Pour lui, c&rsquo;est aussi une question de dignit\u00e9. On vend avant tout des choses utiles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Le lien local<br>Ces boutiques s&rsquo;installent dans les quartiers prioritaires (QPV) ou les zones rurales (ZRR). Elles sont ouvertes \u00e0 tous, et les clients de tous horizons s&rsquo;y croisent.<br>Cyril ajoute : \u00ab\u00a0Comme on disait \u00e0 l&rsquo;\u00e9poque de Mammouth : le commerce redevient un v\u00e9ritable centre de vie sociale.\u00a0\u00bb<br>Le marketing, ce sont les clients et les salari\u00e9s eux-m\u00eames : ils partagent les arrivages sur les r\u00e9seaux sociaux, et il y a m\u00eame des shootings photos avec des clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce qui m&rsquo;\u00e9tonne : on entend souvent que les implantations se choisissent \u00e0 c\u00f4t\u00e9 d&rsquo;autres magasins locomotives, ou dans une zone de chalandise \u00e0 un certain niveau de revenu.<br>Ici, on s&rsquo;installe dans des zones que le commerce d\u00e9laisse souvent, et on parle quand m\u00eame d&rsquo;un mod\u00e8le \u00e9conomique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. La fameuse force du ET<br>C&rsquo;est le grand credo de Cyril : savoir allier des injonctions contradictoires.<br>Faire se c\u00f4toyer l&rsquo;inclusion ET la performance.<br>Pour lui, la performance \u00e9conomique est la condition de l&rsquo;impact social.<br>Plus le magasin sert de clients, plus il peut former de personnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce que j&rsquo;adore dans ces rencontres, et dans le retail : on passe de l&rsquo;IA aux algorithmes, de l&rsquo;exp\u00e9rience client \u00e0 la mesure de la satisfaction, puis aux humains et \u00e0 l&rsquo;insertion, dans la m\u00eame conversation. C&rsquo;est g\u00e9nial !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Merci Cyril pour cet \u00e9change. \ud83e\udd1d<br>Et chez vous, performance et impact social : deux sujets s\u00e9par\u00e9s, ou le m\u00eame combat ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Auteur : Arnaud Trenchant<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(C&rsquo;est \ud835\udddf&rsquo;\ud835\uddd4\ud835\uddd7\ud835\uddd7\ud835\udddc\ud835\udde7\ud835\udddc\ud835\udde2\ud835\udde1 \u2615 : le format o\u00f9 lon prend un repas avec un expert pour passer une id\u00e9e re\u00e7ue au crible.) j&rsquo;ai d\u00e9jeun\u00e9 avec Cyril OLIVIER, Directeur G\u00e9n\u00e9ral D\u00e9l\u00e9gu\u00e9 de KIVI (la joint-venture sociale entre Vitamine T et Kiabi).Cyril, je le connais bien. Ancien Pr\u00e9sident de Nosoli et Directeur g\u00e9n\u00e9ral du Furet du Nord, il [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1063,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"saved_in_kubio":false,"footnotes":""},"categories":[125],"tags":[],"class_list":["post-1062","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-laddition"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commerce solidaire : Cyril Olivier (KIVI) et la force du ET<\/title>\n<meta name=\"description\" content=\"Cyril Olivier (KIVI, Le Petit Magasin) vend du v\u00eatement neuf \u00e0 prix r\u00e9duit avec des vendeurs en insertion. 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