{"id":26273,"date":"2026-09-22T16:45:12","date_gmt":"2026-09-22T16:45:12","guid":{"rendered":"https:\/\/viadirect.com\/?p=26273"},"modified":"2026-09-22T17:11:30","modified_gmt":"2026-09-22T17:11:30","slug":"viadirect-klepierre-innovation-orientation-alexandrium","status":"publish","type":"post","link":"https:\/\/viadirect.com\/fr\/viadirect-klepierre-innovation-orientation-alexandrium\/","title":{"rendered":"L\u2019\u00e9volution digitale du centre commercial Alexandrium avec ViaDirect"},"content":{"rendered":"\n<p>Les centres commerciaux doivent aujourd\u2019hui r\u00e9pondre \u00e0 plusieurs enjeux : g\u00e9rer des flux de visiteurs importants, optimiser leurs co\u00fbts op\u00e9rationnels et am\u00e9liorer la visibilit\u00e9 des enseignes. <strong>Dans ce contexte<\/strong>, les solutions d\u2019orientation jouent un r\u00f4le essentiel dans l\u2019exp\u00e9rience visiteur.<\/p>\n\n\n\n<p>Depuis 2015, ViaDirect accompagne Kl\u00e9pierre dans plusieurs centres commerciaux de son portefeuille europ\u00e9en, notamment \u00e0 Belle \u00c9pine et Val d&rsquo;Europe.<\/p>\n\n\n\n<p>Au <strong>centre commercial Alexandrium<\/strong>, \u00e0 Rotterdam, aux Pays-Bas, cette collaboration s\u2019est d\u00e9velopp\u00e9e au fil des ann\u00e9es. <strong>Au d\u00e9part<\/strong>, la solution reposait sur des kiosques d\u2019orientation. <strong>Progressivement<\/strong>, elle a \u00e9volu\u00e9 pour int\u00e9grer de nouveaux \u00e9quipements, des am\u00e9liorations logicielles et une extension mobile.<\/p>\n\n\n\n<p><strong>Aujourd\u2019hui<\/strong>, Alexandrium constitue ainsi un exemple concret d\u2019\u00e9volution continue d\u2019une solution de wayfinding. L\u2019objectif : faciliter les d\u00e9placements des visiteurs tout en adaptant la solution aux usages et aux besoins du centre.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plus de 6 ans d\u2019\u00e9volution technologique continue<\/h2>\n\n\n\n<p><strong>2015 &#8211; 2018 : D\u00e9ploiement sur le portefeuille &amp; lancement<\/strong><br>\u251c\u2500\u2500 D\u00e9but du d\u00e9ploiement du partenariat europ\u00e9en avec Kl\u00e9pierre (2015)<br>\u2514\u2500\u2500 Mise en place de la solution d\u2019orientation \u00e0 Alexandrium (2018)<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" data-id=\"26246\" src=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2-1024x577.jpg\" alt=\"\" class=\"wp-image-26246\" srcset=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2-1024x577.jpg 1024w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2-300x169.jpg 300w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2-768x433.jpg 768w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2-1536x866.jpg 1536w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Directories-in-Alexandrium-mall-2.jpg 1632w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"26243\" src=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5-1024x576.jpg\" alt=\"\" class=\"wp-image-26243\" srcset=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5-1024x576.jpg 1024w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5-300x169.jpg 300w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5-768x432.jpg 768w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5-1536x864.jpg 1536w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Screenshot-5.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p><strong>2019 &#8211; 2023 : Optimisation &amp; modernisation des \u00e9quipements<\/strong><br>\u251c\u2500\u2500 Analyse des flux de visiteurs<br>\u251c\u2500\u2500 Optimisation : passage de 7 kiosques initiaux \u00e0 4 points de contact strat\u00e9giques<br>\u2514\u2500\u2500 Modernisation des \u00e9quipements : kiosques Gazelle premium avec finition Corian Black<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"26250\" src=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-1024x576.jpg\" alt=\"\" class=\"wp-image-26250\" srcset=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-1024x576.jpg 1024w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-300x169.jpg 300w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-768x432.jpg 768w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-1536x864.jpg 1536w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Alexandrium-borne-5-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" data-id=\"26255\" src=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939-1024x574.png\" alt=\"\" class=\"wp-image-26255\" srcset=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939-1024x574.png 1024w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939-300x168.png 300w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939-768x431.png 768w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939-1536x862.png 1536w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/Captura-de-pantalla-2026-09-22-105939.png 1911w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p><strong>2024 &#8211; Aujourd\u2019hui : logiciel V4, extension mobile &amp; reconnaissance internationale<\/strong><br>\u251c\u2500\u2500 D\u00e9ploiement du logiciel V4 et de l\u2019interface graphique corporate personnalis\u00e9e de Kl\u00e9pierre <br>\u251c\u2500\u2500 D\u00e9ploiement complet de VD Mobile (orientation via QR code, sans t\u00e9l\u00e9chargement)<br>\u2514\u2500\u2500 Int\u00e9gration au Top 100 Global Champion (juin 2024 : environ 155 000 recherches annuelles)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-1024x1024.jpg\" alt=\"\" class=\"wp-image-26258\" srcset=\"https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-1024x1024.jpg 1024w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-300x300.jpg 300w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-150x150.jpg 150w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-768x768.jpg 768w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-140x140.jpg 140w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-500x500.jpg 500w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-350x350.jpg 350w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-1000x1000.jpg 1000w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium-800x800.jpg 800w, https:\/\/viadirect.com\/wp-content\/uploads\/2016\/05\/visuals-Global-Alexandrium.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Les piliers de la transformation digitale<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Optimisation des \u00e9quipements et de l\u2019implantation<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Rationalisation du r\u00e9seau bas\u00e9e sur les donn\u00e9es :<\/strong> Les premi\u00e8res analyses op\u00e9rationnelles ont conduit \u00e0 r\u00e9duire le nombre de kiosques, passant de 7 installations initiales \u00e0 4 points de contact strat\u00e9giquement positionn\u00e9s. L\u2019adaptation des points de contact aux flux r\u00e9els de visiteurs a permis d\u2019augmenter la densit\u00e9 d\u2019interactions par \u00e9cran tout en r\u00e9duisant le nombre global d\u2019\u00e9quipements.<\/li>\n\n\n\n<li><strong>Kiosques Gazelle haut de gamme (Corian Black) :<\/strong> Les mobiliers ont \u00e9t\u00e9 modernis\u00e9s avec une finition premium <strong>Corian Black<\/strong>. Celle-ci offre une grande r\u00e9sistance dans les environnements \u00e0 forte fr\u00e9quentation tout en s\u2019int\u00e9grant aux standards esth\u00e9tiques de Kl\u00e9pierre.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Logiciel V4 &amp; interface utilisateur (UI) personnalis\u00e9e<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Performance &amp; rapidit\u00e9 :<\/strong> Le passage au <strong>logiciel ViaDirect V4<\/strong> garantit un affichage instantan\u00e9 des cartes, une meilleure r\u00e9activit\u00e9 du multitouch et des cartes 3D intuitives sur plusieurs niveaux.<\/li>\n\n\n\n<li><strong>Coh\u00e9rence avec la marque :<\/strong> L\u2019int\u00e9gration de la nouvelle interface graphique corporate de Kl\u00e9pierre, d\u00e9ploy\u00e9e d\u00e9but 2024, offre aux visiteurs une exp\u00e9rience visuelle coh\u00e9rente avec celle propos\u00e9e dans les diff\u00e9rents centres commerciaux europ\u00e9ens du groupe.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Mobilit\u00e9 phygitale : extension VD Mobile<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>R\u00e9f\u00e9rence commerciale :<\/strong> Cette int\u00e9gration phygitale constitue une r\u00e9f\u00e9rence commerciale \u00e0 l\u2019\u00e9chelle internationale pour illustrer la compl\u00e9mentarit\u00e9 entre orientation sur kiosque et navigation mobile.<\/li>\n\n\n\n<li><strong>Navigation mobile sans application :<\/strong> Des QR codes sont int\u00e9gr\u00e9s aux kiosques physiques, permettant aux visiteurs de scanner le code et de poursuivre leur itin\u00e9raire interactif en 3D directement sur leur smartphone, sans t\u00e9l\u00e9charger d\u2019application.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats mesurables &amp; analyse des recherches<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\"><strong>Indicateur \/ KPI<\/strong><\/td><td><strong>R\u00e9sultat op\u00e9rationnel<\/strong><\/td><td class=\"has-text-align-left\" data-align=\"left\"><strong>Impact business<\/strong><\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\"><em>Classement au sein du r\u00e9seau mondial<\/em><\/td><td><strong>Top 100 Global Champion<\/strong> (juin 2024)<\/td><td class=\"has-text-align-left\" data-align=\"left\">Parmi les installations les plus performantes du r\u00e9seau mondial de ViaDirect.<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\"><em>Engagement quotidien<\/em><\/td><td>630 recherches par jour<\/td><td class=\"has-text-align-left\" data-align=\"left\">Forte adoption par les visiteurs et interactions digitales r\u00e9guli\u00e8res.<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\"><em>Volume annuel<\/em><\/td><td>Environ 155 000 recherches par an<\/td><td class=\"has-text-align-left\" data-align=\"left\">Fiabilit\u00e9 d\u00e9montr\u00e9e et utilisation durable de la solution.<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\"><em>Destinations les plus recherch\u00e9es<\/em><\/td><td>Primark, Zara, HEMA, Albert Heijn, McDonald&rsquo;s<\/td><td class=\"has-text-align-left\" data-align=\"left\">Favorise la visibilit\u00e9 et l\u2019acc\u00e8s aux enseignes principales.<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\"><em>Services les plus recherch\u00e9s<\/em><\/td><td>Toilettes (<em>2theloo<\/em>), Service Client<\/td><td class=\"has-text-align-left\" data-align=\"left\">R\u00e9duit les difficult\u00e9s d\u2019orientation des visiteurs et contribue \u00e0 all\u00e9ger la charge d\u2019accueil.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi les grands groupes immobiliers choisissent ViaDirect<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Accompagnement op\u00e9rationnel dans la dur\u00e9e :<\/strong> Au-del\u00e0 de l\u2019installation initiale, ViaDirect assure les mises \u00e0 jour logicielles, la maintenance r\u00e9guli\u00e8re et l\u2019ajustement du r\u00e9seau en fonction des donn\u00e9es d\u2019utilisation.<\/li>\n\n\n\n<li><strong>Accessibilit\u00e9 universelle :<\/strong> Les solutions int\u00e8grent des modes PMR, des itin\u00e9raires adapt\u00e9s aux personnes \u00e0 mobilit\u00e9 r\u00e9duite ainsi qu\u2019une interface multilingue.<\/li>\n\n\n\n<li><strong>Une pr\u00e9sence internationale \u00e9prouv\u00e9e :<\/strong> Plus de <strong>3 millions d\u2019utilisateurs par mois<\/strong> dans <strong>35+ pays<\/strong>, avec <strong>400+ projets r\u00e9alis\u00e9s<\/strong> et <strong>1 200+ kiosques install\u00e9s<\/strong> \u00e0 travers le monde.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><strong>Pr\u00eat \u00e0 moderniser le parcours de vos visiteurs ?<\/strong><\/h3>\n\n\n\n<p class=\"has-text-align-center\"><strong><strong>D\u00e9couvrez les solutions d\u2019orientation ViaDirect ou contactez notre \u00e9quipe pour organiser une d\u00e9monstration personnalis\u00e9e<\/strong><\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50 is-style-fill\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"http:\/\/www.viadirect.com\/fr\/contact\">\u00c9changez avec notre \u00e9quipe \u2197<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les centres commerciaux doivent aujourd\u2019hui r\u00e9pondre \u00e0 plusieurs enjeux : g\u00e9rer des flux de visiteurs importants, optimiser leurs co\u00fbts op\u00e9rationnels&#8230;<\/p>\n","protected":false},"author":3,"featured_media":26262,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82,79],"tags":[],"class_list":{"0":"post-26273","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-centres-commerciaux","8":"category-etude"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ViaDirect &amp; Kl\u00e9pierre : Success Story au Centre Alexandrium<\/title>\n<meta name=\"description\" content=\"Comment ViaDirect accompagne Kl\u00e9pierre dans la digitalisation du centre commercial Alexandrium avec des bornes et navigation mobile.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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