{"id":1657,"date":"2025-10-29T07:36:00","date_gmt":"2025-10-29T06:36:00","guid":{"rendered":"https:\/\/www.mediavea.com\/blog\/?p=1657"},"modified":"2025-10-17T17:39:14","modified_gmt":"2025-10-17T15:39:14","slug":"commerce-physique-2025-le-grand-ecart-au-premier-semestre","status":"publish","type":"post","link":"https:\/\/www.mediavea.com\/blog\/2025\/10\/29\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\/","title":{"rendered":"Commerce physique 2025 : le grand \u00e9cart au premier semestre"},"content":{"rendered":"\n<p>Entre ralentissement global et succ\u00e8s sectoriels, le premier semestre 2025 redessine les \u00e9quilibres du bilan du commerce physique. Dans ce contexte, la communication en magasin et les dispositifs digitaux deviennent des leviers d\u00e9cisifs pour capter l\u2019attention et relancer le trafic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-commerce-francais-en-apnee-maitrisee\">Un commerce fran\u00e7ais en apn\u00e9e ma\u00eetris\u00e9e<\/h2>\n\n\n\n<p>Le premier semestre 2025 a confirm\u00e9 la fragilit\u00e9 du commerce physique en France : une croissance quasi nulle, des comportements d\u2019achat prudents, et des \u00e9carts spectaculaires selon les secteurs.<br>Les consommateurs, soumis \u00e0 la pression du pouvoir d\u2019achat malgr\u00e9 une inflation contenue (+0,8 %), r\u00e9duisent leurs achats non essentiels.<\/p>\n\n\n\n<p>R\u00e9sultat :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La fr\u00e9quentation des centres-villes recule de 2,5 %,<\/li>\n\n\n\n<li>Les centres commerciaux de p\u00e9riph\u00e9rie limitent la baisse \u00e0 -0,4 %,<\/li>\n\n\n\n<li>Le e-commerce poursuit sa conqu\u00eate avec +7,9 % de croissance.<\/li>\n<\/ul>\n\n\n\n<p>Le commerce physique ne dispara\u00eet pas : il se transforme. Il devient un m\u00e9dia \u00e0 part enti\u00e8re, o\u00f9 l\u2019exp\u00e9rience sur place et la communication contextuelle font d\u00e9sormais la diff\u00e9rence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-alimentation-le-drive-s-impose-les-points-de-vente-se-reinventent\">Alimentation : le drive s\u2019impose, les points de vente se r\u00e9inventent<\/h2>\n\n\n\n<p>Avec un chiffre d\u2019affaires de 138 milliards d\u2019euros (-1 %), le secteur alimentaire reste central, mais sa croissance repose de plus en plus sur les circuits alternatifs.<br>Le <strong>drive<\/strong> atteint un record de 11 milliards d\u2019euros (+6 %) et p\u00e8se d\u00e9sormais <strong>8 % du march\u00e9<\/strong>. Les enseignes acc\u00e9l\u00e8rent la modernisation de leurs formats et misent sur des parcours d\u2019achat plus fluides.<\/p>\n\n\n\n<p>Dans ce contexte, la <strong>radio in-store<\/strong> et <strong>l\u2019affichage dynamique<\/strong> jouent un r\u00f4le de catalyseurs : ils permettent d\u2019informer, d\u2019orienter et d\u2019engager le client tout au long de son parcours.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cFace \u00e0 la d\u00e9flation et \u00e0 la pression sur les prix, les marques doivent redonner de la valeur au moment d\u2019achat. Le son et l\u2019image en magasin y participent directement.\u201d<br><em>\u2014 Le point de vue de Mediavea, octobre 2025<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mode-la-meteo-et-le-digital-dictent-le-tempo\">Mode : la m\u00e9t\u00e9o et le digital dictent le tempo<\/h2>\n\n\n\n<p>Le march\u00e9 de la mode reste stable (-0,1 %), mais demeure pr\u00e8s de 10 % en dessous de son niveau pr\u00e9-crise. Juin 2025 a marqu\u00e9 un tournant : un <strong>\u00e9pisode caniculaire in\u00e9dit<\/strong> a provoqu\u00e9 une chute de fr\u00e9quentation des magasins (-3,2 %) et un transfert d\u2019achats vers l\u2019e-commerce (+4,2 %).<\/p>\n\n\n\n<p>Pour les enseignes, la cl\u00e9 est la r\u00e9activit\u00e9. L\u2019affichage digital permet d\u2019adapter les messages \u00e0 la m\u00e9t\u00e9o, au stock ou \u00e0 la p\u00e9riode de soldes, tandis que la radio en magasin maintient une coh\u00e9rence d\u2019ambiance et stimule les ventes d\u2019impulsion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-beaute-amp-cosmetique-la-success-story-francaise\">Beaut\u00e9 &amp; cosm\u00e9tique : la success story fran\u00e7aise<\/h2>\n\n\n\n<p>C\u2019est le secteur qui tire le commerce physique vers le haut : <strong>+8 % de croissance annuelle moyenne<\/strong> depuis trois ans.<br>Les points de vente misent sur des exp\u00e9riences sensorielles fortes, combinant test produit, diagnostic personnalis\u00e9 et sc\u00e9nographie digitale.<\/p>\n\n\n\n<p>L\u00e0 encore, la communication sur le lieu de vente devient strat\u00e9gique : <strong>affiches dynamiques<\/strong> pour r\u00e9v\u00e9ler les nouveaut\u00e9s, <strong>habillages sonores<\/strong> pour ancrer les marques, <strong>contenus synchronis\u00e9s<\/strong> entre vitrines et cabines de soins.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cLa beaut\u00e9 a compris avant les autres que le point de vente est un m\u00e9dia \u00e9motionnel. Les consommateurs veulent \u00eatre inspir\u00e9s, pas seulement inform\u00e9s.\u201d<br><em>\u2014 Le point de vue de Mediavea<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-restauration-le-maillon-faible-du-semestre\">Restauration : le maillon faible du semestre<\/h2>\n\n\n\n<p>Le premier semestre 2025 a \u00e9t\u00e9 brutal pour la restauration : <strong>plus de 4 700 d\u00e9faillances<\/strong>, soit +10 % en un an.<br>L\u2019activit\u00e9 p\u00e2tit de co\u00fbts en hausse et d\u2019une fr\u00e9quentation en baisse de 20 \u00e0 30 % l\u2019\u00e9t\u00e9 dernier.<br>Pour survivre, les restaurateurs redoublent de cr\u00e9ativit\u00e9 : <strong>digitalisation des menus<\/strong>, <strong>programmations locales<\/strong>, <strong>affichage promotionnel instantan\u00e9<\/strong>.<\/p>\n\n\n\n<p>Les dispositifs d\u2019affichage dynamique, capables de changer un contenu en temps r\u00e9el selon l\u2019heure ou le stock, deviennent un outil de pilotage aussi bien marketing qu\u2019op\u00e9rationnel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tourisme-la-locomotive-inattendue\">Tourisme : la locomotive inattendue<\/h2>\n\n\n\n<p>Le <a href=\"https:\/\/presse.economie.gouv.fr\/tourisme-en-france-bilan-de-la-saison-estivale-2025\/\">tourisme<\/a> signe la plus belle performance du semestre : <strong>+13,7 % de recettes internationales<\/strong> et une fr\u00e9quentation record en \u00cele-de-France (+3 %).<br>H\u00f4tellerie, loisirs et retail b\u00e9n\u00e9ficient de ce dynamisme. Dans les zones touristiques, les \u00e9crans d\u2019affichage digital multilingues et les spots audio contextuels facilitent la conversion d\u2019un flux international de visiteurs.<\/p>\n\n\n\n<p>La communication locale devient ici un vecteur d\u2019accueil autant qu\u2019un levier commercial.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bricolage-amp-habitat-le-poids-de-l-immobilier\">Bricolage &amp; habitat : le poids de l\u2019immobilier<\/h2>\n\n\n\n<p>Les ventes du secteur reculent (-4,3 %), directement corr\u00e9l\u00e9es au ralentissement des transactions immobili\u00e8res.<br>Mais certains segments progressent : photovolta\u00efque (+35 %), peintures et enduits int\u00e9rieurs (+9 %), traitement des murs et toitures (+47 %).<br>Les enseignes exploitent de plus en plus leurs supports audio et visuels pour valoriser ces gammes \u00e0 forte marge ou saisonnalit\u00e9 sp\u00e9cifique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ce-que-revele-ce-premier-semestre-l-experience-client-comme-point-d-ancrage\">Ce que r\u00e9v\u00e8le ce premier semestre : l\u2019exp\u00e9rience client comme point d\u2019ancrage<\/h2>\n\n\n\n<p>Le commerce fran\u00e7ais entre dans une phase de polarisation :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les grands groupes modernisent et concentrent,<\/li>\n\n\n\n<li>Les ind\u00e9pendants souffrent d\u2019un trafic plus volatil,<\/li>\n\n\n\n<li>Les consommateurs arbitrent davantage selon le sens, la praticit\u00e9 et l\u2019\u00e9motion.<\/li>\n<\/ul>\n\n\n\n<p>Le point commun des enseignes qui r\u00e9sistent ?<br>Une capacit\u00e9 \u00e0 transformer le magasin en m\u00e9dia vivant \u2014 un lieu d\u2019exp\u00e9rience o\u00f9 la communication audio et visuelle s\u2019adapte au contexte, au moment et \u00e0 l\u2019audience.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cL\u2019\u00e9poque o\u00f9 la communication en magasin se limitait \u00e0 la PLV est r\u00e9volue.<br>Aujourd\u2019hui, la data, le son et l\u2019image se combinent pour cr\u00e9er des exp\u00e9riences qui vendent.\u201d<br><em>\u2014 Le point de vue de Mediavea<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-vers-un-second-semestre-sous-le-signe-de-la-recomposition\">Vers un second semestre sous le signe de la recomposition<\/h2>\n\n\n\n<p>Les perspectives pour la fin d\u2019ann\u00e9e 2025 restent contrast\u00e9es et \u00e0 Mediavea on s&rsquo;attend \u00e0 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tourisme et cosm\u00e9tique devraient rester porteurs,<\/li>\n\n\n\n<li>Bricolage et ameublement esp\u00e8rent un rebond,<\/li>\n\n\n\n<li>Restauration reste sous tension.<\/li>\n<\/ul>\n\n\n\n<p>Mais une constante \u00e9merge : la n\u00e9cessit\u00e9 d\u2019une communication en magasin agile et mesurable, capable d\u2019accompagner les flux, les stocks et les \u00e9motions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-le-magasin-devient-media-et-mediavea-peut-vous-accompagner\">Le magasin devient m\u00e9dia et mediavea peut vous accompagner<\/h2>\n\n\n\n<p>Le commerce physique 2025 ne se r\u00e9sume plus \u00e0 une surface de vente. C\u2019est un \u00e9cosyst\u00e8me d\u2019attention, o\u00f9 chaque interaction, visuelle, sonore, contextuelle, peut g\u00e9n\u00e9rer du trafic et de la fid\u00e9lit\u00e9.<\/p>\n\n\n\n<p>C\u2019est l\u00e0 que <a href=\"https:\/\/www.mediavea.com\">Mediavea<\/a> agit : en concevant des \u00e9cosyst\u00e8mes audio-visuels sur mesure pour transformer les points de vente en v\u00e9ritables m\u00e9dias de marque, dans une approche respectueuse de votre positionnement et du client.<\/p>\n\n\n\n<p>Pour lire d&rsquo;autres contenus en lien : <\/p>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links yoast-seo-related-links\">\n<li><\/li>\n\n\n\n<li><a href=\"https:\/\/www.mediavea.com\/blog\/2025\/01\/16\/bilan-2024-du-marche-du-textile-en-france-transformation-en-profondeur\/\">Bilan 2024 du march\u00e9 du textile en France : transformation en profondeur<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.mediavea.com\/blog\/2024\/12\/09\/bilan-du-black-friday-2024-dans-la-distribution-francaise\/\">Bilan du Black Friday 2024 dans la distribution fran\u00e7aise<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.mediavea.com\/blog\/2025\/09\/02\/retail-media-2025-comment-profiter-de-lage-dor-de-lactivation-de-marque\/\">Retail Media 2025 : Comment profiter de l\u2019\u00e2ge d\u2019or de l\u2019activation de marque ?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.mediavea.com\/blog\/2023\/12\/11\/lharmonie-melodieuse-booster-lattractivite-de-votre-restaurant-avec-mediavea\/\">Musique en restaurant : booster l&rsquo;attractivit\u00e9 de votre restaurant avec Mediavea<\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entre ralentissement global et succ\u00e8s sectoriels, le premier semestre 2025 redessine les \u00e9quilibres du bilan du commerce physique. Dans ce contexte, la communication en magasin&hellip; <\/p>\n","protected":false},"author":2,"featured_media":1658,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-autres"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Commerce physique 2025 : le grand \u00e9cart au premier semestre - Mediavea, le blog retail media experts<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez le bilan du commerce physique 2025 : \u00e9volutions, d\u00e9fis et strat\u00e9gies pour attirer les clients dans un march\u00e9 en mutation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavea.com\/blog\/2025\/10\/29\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commerce physique 2025 : le grand \u00e9cart au premier semestre\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez le bilan du commerce physique 2025 : \u00e9volutions, d\u00e9fis et strat\u00e9gies pour attirer les clients dans un march\u00e9 en mutation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavea.com\/blog\/2025\/10\/29\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavea, le blog retail media experts\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavea\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-29T06:36:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavea.com\/blog\/wp-content\/uploads\/2025\/10\/CommerceBilan2025.png\" \/>\n\t<meta property=\"og:image:width\" content=\"797\" \/>\n\t<meta property=\"og:image:height\" content=\"791\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alain Goudey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavea_corp\" \/>\n<meta name=\"twitter:site\" content=\"@mediavea_corp\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alain Goudey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/\"},\"author\":{\"name\":\"Alain Goudey\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/#\\\/schema\\\/person\\\/b1293c13acd681c802d27a62cdce1bcc\"},\"headline\":\"Commerce physique 2025 : le grand \u00e9cart au premier semestre\",\"datePublished\":\"2025-10-29T06:36:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/\"},\"wordCount\":1094,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/10\\\/CommerceBilan2025.png\",\"articleSection\":[\"Autres\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/\",\"url\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/10\\\/29\\\/commerce-physique-2025-le-grand-ecart-au-premier-semestre\\\/\",\"name\":\"Commerce physique 2025 : le grand \u00e9cart au premier semestre - 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