{"id":26260,"date":"2025-12-14T09:17:51","date_gmt":"2025-12-14T09:17:51","guid":{"rendered":"https:\/\/hornet-conseil.fr\/?p=26260"},"modified":"2025-12-14T09:17:51","modified_gmt":"2025-12-14T09:17:51","slug":"comment-identifier-les-produits-locomotives-et-les-produits-de-marge","status":"publish","type":"post","link":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/","title":{"rendered":"Comment identifier les produits locomotives et les produits de marge"},"content":{"rendered":"<div class=\"flex flex-col text-sm @w-xl\/main:pt-header-height pb-25\">\n<article class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" tabindex=\"-1\" data-turn-id=\"314c0b01-c76e-4a39-9502-711ba5418341\" data-testid=\"conversation-turn-132\" data-scroll-anchor=\"true\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm\/main:[--thread-content-margin:--spacing(6)] @w-lg\/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\" tabindex=\"-1\">\n<div class=\"flex max-w-full flex-col grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&amp;]:mt-1\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"26d1cefb-335c-4905-8091-d4ef41aefec2\" data-message-model-slug=\"gpt-5-2-thinking\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[1px]\">\n<div class=\"markdown prose dark:prose-invert w-full break-words light markdown-new-styling\">\n<blockquote>\n<p data-start=\"124\" data-end=\"255\">Dans un e-commerce entre 50 k\u20ac et 500 k\u20ac par mois, le catalogue est rarement \u201cjuste un catalogue\u201d.<br data-start=\"222\" data-end=\"225\" \/>C\u2019est une machine commerciale.<\/p>\n<p data-start=\"257\" data-end=\"322\">Et, dans cette machine, tous les produits n\u2019ont pas le m\u00eame r\u00f4le.<\/p>\n<\/blockquote>\n<p data-start=\"324\" data-end=\"468\">Certains produits attirent.<br data-start=\"351\" data-end=\"354\" \/>D\u2019autres produits financent.<br data-start=\"382\" data-end=\"385\" \/>Et quand on ne distingue pas clairement les deux, on finit par piloter \u00e0 l\u2019aveugle.<\/p>\n<p data-start=\"470\" data-end=\"532\">Le sujet n\u2019est pas th\u00e9orique : c\u2019est souvent ce qui explique :<\/p>\n<ul data-start=\"533\" data-end=\"656\">\n<li data-start=\"533\" data-end=\"562\">\n<p data-start=\"535\" data-end=\"562\">une croissance qui fatigue,<\/p>\n<\/li>\n<li data-start=\"563\" data-end=\"601\">\n<p data-start=\"565\" data-end=\"601\">des promotions devenues n\u00e9cessaires,<\/p>\n<\/li>\n<li data-start=\"602\" data-end=\"656\">\n<p data-start=\"604\" data-end=\"656\">une marge qui s\u2019\u00e9rode sans qu\u2019on comprenne pourquoi.<\/p>\n<\/li>\n<\/ul>\n<hr data-start=\"658\" data-end=\"661\" \/>\n<h3 data-start=\"663\" data-end=\"732\">Locomotives vs produits de marge : la confusion la plus fr\u00e9quente<\/h3>\n<p data-start=\"734\" data-end=\"839\">Un <strong data-start=\"737\" data-end=\"759\">produit locomotive<\/strong> n\u2019est pas \u201cun produit rentable\u201d.<br data-start=\"792\" data-end=\"795\" \/>C\u2019est un produit qui joue un r\u00f4le d\u2019aimant :<\/p>\n<ul data-start=\"841\" data-end=\"1016\">\n<li data-start=\"841\" data-end=\"892\">\n<p data-start=\"843\" data-end=\"892\">il g\u00e9n\u00e8re du trafic (SEO, Ads, bouche-\u00e0-oreille),<\/p>\n<\/li>\n<li data-start=\"893\" data-end=\"930\">\n<p data-start=\"895\" data-end=\"930\">il d\u00e9clenche une premi\u00e8re commande,<\/p>\n<\/li>\n<li data-start=\"931\" data-end=\"956\">\n<p data-start=\"933\" data-end=\"956\">il est souvent compar\u00e9,<\/p>\n<\/li>\n<li data-start=\"957\" data-end=\"1016\">\n<p data-start=\"959\" data-end=\"1016\">il sert parfois de r\u00e9f\u00e9rence prix dans la t\u00eate du client.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1018\" data-end=\"1110\">Un <strong data-start=\"1021\" data-end=\"1041\">produit de marge<\/strong> n\u2019est pas \u201cun produit moins vendu\u201d.<br data-start=\"1077\" data-end=\"1080\" \/>C\u2019est un produit qui finance :<\/p>\n<ul data-start=\"1112\" data-end=\"1253\">\n<li data-start=\"1112\" data-end=\"1146\">\n<p data-start=\"1114\" data-end=\"1146\">il d\u00e9gage une marge nette saine,<\/p>\n<\/li>\n<li data-start=\"1147\" data-end=\"1191\">\n<p data-start=\"1149\" data-end=\"1191\">il supporte mieux les co\u00fbts d\u2019acquisition,<\/p>\n<\/li>\n<li data-start=\"1192\" data-end=\"1217\">\n<p data-start=\"1194\" data-end=\"1217\">il stabilise le mod\u00e8le,<\/p>\n<\/li>\n<li data-start=\"1218\" data-end=\"1253\">\n<p data-start=\"1220\" data-end=\"1253\">il rend la croissance respirable.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1255\" data-end=\"1377\">Le pi\u00e8ge : croire qu\u2019un \u201cbest-seller\u201d est forc\u00e9ment un bon produit.<br data-start=\"1322\" data-end=\"1325\" \/>Ou croire que \u201cce qui marche\u201d est \u201cce qui rapporte\u201d.<\/p>\n<hr data-start=\"1379\" data-end=\"1382\" \/>\n<h3 data-start=\"1384\" data-end=\"1439\">Le premier signe que tu ne distingues pas les r\u00f4les<\/h3>\n<p data-start=\"1441\" data-end=\"1506\">Si tu as d\u00e9j\u00e0 eu l\u2019une de ces pens\u00e9es, tu es pile dans le sujet :<\/p>\n<ul data-start=\"1508\" data-end=\"1752\">\n<li data-start=\"1508\" data-end=\"1559\">\n<p data-start=\"1510\" data-end=\"1559\">\u201cOn vend beaucoup, mais je ne vois pas l\u2019argent.\u201d<\/p>\n<\/li>\n<li data-start=\"1560\" data-end=\"1620\">\n<p data-start=\"1562\" data-end=\"1620\">\u201cOn est oblig\u00e9s de pousser les promos pour tenir le mois.\u201d<\/p>\n<\/li>\n<li data-start=\"1621\" data-end=\"1684\">\n<p data-start=\"1623\" data-end=\"1684\">\u201cNos meilleurs produits ne paient pas nos efforts marketing.\u201d<\/p>\n<\/li>\n<li data-start=\"1685\" data-end=\"1752\">\n<p data-start=\"1687\" data-end=\"1752\">\u201cJe ne sais pas vraiment quels produits financent l\u2019acquisition.\u201d<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1754\" data-end=\"1837\">C\u2019est rarement un probl\u00e8me de volont\u00e9.<br data-start=\"1792\" data-end=\"1795\" \/>C\u2019est un probl\u00e8me de lecture du catalogue.<\/p>\n<p data-start=\"1839\" data-end=\"2053\">\ud83d\udc49 Si tu veux, on peut faire un tri simple et rapide : identifier tes locomotives, tes produits de marge, et les produits \u201cinvisibles\u201d qui parasitent les d\u00e9cisions.<br data-start=\"2005\" data-end=\"2008\" \/><a class=\"decorated-link\" href=\"https:\/\/calendar.app.google\/qvuUQS8DmtvGahpy5\" target=\"_new\" rel=\"noopener\" data-start=\"2008\" data-end=\"2053\">https:\/\/calendar.app.google\/qvuUQS8DmtvGahpy5<\/a><\/p>\n<hr data-start=\"2055\" data-end=\"2058\" \/>\n<h3 data-start=\"2060\" data-end=\"2111\">Comment rep\u00e9rer une locomotive (sans se mentir)<\/h3>\n<p data-start=\"2113\" data-end=\"2164\">Une locomotive se rep\u00e8re par des signaux concrets :<\/p>\n<ol data-start=\"2166\" data-end=\"2574\">\n<li data-start=\"2166\" data-end=\"2285\">\n<p data-start=\"2169\" data-end=\"2200\"><strong data-start=\"2169\" data-end=\"2198\">Elle attire naturellement<\/strong><\/p>\n<ul data-start=\"2204\" data-end=\"2285\">\n<li data-start=\"2204\" data-end=\"2226\">\n<p data-start=\"2206\" data-end=\"2226\">pages qui rankent,<\/p>\n<\/li>\n<li data-start=\"2230\" data-end=\"2251\">\n<p data-start=\"2232\" data-end=\"2251\">trafic r\u00e9current,<\/p>\n<\/li>\n<li data-start=\"2255\" data-end=\"2285\">\n<p data-start=\"2257\" data-end=\"2285\">recherches marque \/ produit.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li data-start=\"2287\" data-end=\"2400\">\n<p data-start=\"2290\" data-end=\"2325\"><strong data-start=\"2290\" data-end=\"2323\">Elle d\u00e9clenche la comparaison<\/strong><\/p>\n<ul data-start=\"2329\" data-end=\"2400\">\n<li data-start=\"2329\" data-end=\"2362\">\n<p data-start=\"2331\" data-end=\"2362\">c\u2019est un produit \u201cr\u00e9f\u00e9rence\u201d,<\/p>\n<\/li>\n<li data-start=\"2366\" data-end=\"2400\">\n<p data-start=\"2368\" data-end=\"2400\">souvent expos\u00e9 \u00e0 la concurrence.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li data-start=\"2402\" data-end=\"2486\">\n<p data-start=\"2405\" data-end=\"2447\"><strong data-start=\"2405\" data-end=\"2445\">Elle vend m\u00eame avec une marge faible<\/strong><\/p>\n<ul data-start=\"2451\" data-end=\"2486\">\n<li data-start=\"2451\" data-end=\"2486\">\n<p data-start=\"2453\" data-end=\"2486\">parce qu\u2019elle a un r\u00f4le d\u2019entr\u00e9e.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li data-start=\"2488\" data-end=\"2574\">\n<p data-start=\"2491\" data-end=\"2526\"><strong data-start=\"2491\" data-end=\"2524\">Elle entra\u00eene d\u2019autres ventes<\/strong><\/p>\n<ul data-start=\"2530\" data-end=\"2574\">\n<li data-start=\"2530\" data-end=\"2574\">\n<p data-start=\"2532\" data-end=\"2574\">cross-sell, accessoires, services, upsell.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p data-start=\"2576\" data-end=\"2747\">Le vrai test :<br data-start=\"2590\" data-end=\"2593\" \/>si tu retires ce produit, est-ce que ton trafic et tes entr\u00e9es de commande chutent significativement ?<br data-start=\"2695\" data-end=\"2698\" \/>Si oui, tu es probablement face \u00e0 une locomotive.<\/p>\n<hr data-start=\"2749\" data-end=\"2752\" \/>\n<h3 data-start=\"2754\" data-end=\"2835\">Comment rep\u00e9rer un produit de marge (sans se faire pi\u00e9ger par la marge brute)<\/h3>\n<p data-start=\"2837\" data-end=\"2889\">La marge brute est utile.<br data-start=\"2862\" data-end=\"2865\" \/>Mais elle ne suffit pas.<\/p>\n<p data-start=\"2891\" data-end=\"2952\">Un produit de marge se rep\u00e8re mieux avec une logique simple :<\/p>\n<ul data-start=\"2954\" data-end=\"3145\">\n<li data-start=\"2954\" data-end=\"3024\">\n<p data-start=\"2956\" data-end=\"3024\">marge <strong data-start=\"2962\" data-end=\"2971\">apr\u00e8s<\/strong> co\u00fbts logistiques (pr\u00e9paration, transport, retours),<\/p>\n<\/li>\n<li data-start=\"3025\" data-end=\"3090\">\n<p data-start=\"3027\" data-end=\"3090\">marge <strong data-start=\"3033\" data-end=\"3042\">apr\u00e8s<\/strong> effort marketing r\u00e9el (ce que co\u00fbte le client),<\/p>\n<\/li>\n<li data-start=\"3091\" data-end=\"3145\">\n<p data-start=\"3093\" data-end=\"3145\">marge <strong data-start=\"3099\" data-end=\"3108\">apr\u00e8s<\/strong> service (SAV, questions, frictions).<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3147\" data-end=\"3333\">Dans beaucoup de catalogues, on d\u00e9couvre une v\u00e9rit\u00e9 surprenante :<br data-start=\"3212\" data-end=\"3215\" \/>les produits \u201cfaciles\u201d (peu de retour, peu de questions, peu de casse) valent parfois plus que les produits \u201cglamour\u201d.<\/p>\n<hr data-start=\"3335\" data-end=\"3338\" \/>\n<h3 data-start=\"3340\" data-end=\"3382\">Ce qui se passe quand tu confonds tout<\/h3>\n<p data-start=\"3384\" data-end=\"3436\">Quand tu confonds locomotives et produits de marge :<\/p>\n<ul data-start=\"3438\" data-end=\"3686\">\n<li data-start=\"3438\" data-end=\"3499\">\n<p data-start=\"3440\" data-end=\"3499\">tu pousses trop fort les locomotives (et tu tues la marge),<\/p>\n<\/li>\n<li data-start=\"3500\" data-end=\"3566\">\n<p data-start=\"3502\" data-end=\"3566\">tu sous-exploites les produits de marge (et tu manques de cash),<\/p>\n<\/li>\n<li data-start=\"3567\" data-end=\"3613\">\n<p data-start=\"3569\" data-end=\"3613\">tu fais des promos sur les mauvais produits,<\/p>\n<\/li>\n<li data-start=\"3614\" data-end=\"3686\">\n<p data-start=\"3616\" data-end=\"3686\">tu crois que \u201cle probl\u00e8me est l\u2019acquisition\u201d, alors que c\u2019est l\u2019offre.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3688\" data-end=\"3804\">Et tu finis par construire une croissance artificielle :<br data-start=\"3744\" data-end=\"3747\" \/>plus de volume, plus de bruit\u2026 mais pas plus de solidit\u00e9.<\/p>\n<p data-start=\"3806\" data-end=\"3917\">Pour remettre le catalogue au centre de la strat\u00e9gie :<br data-start=\"3860\" data-end=\"3863\" \/><a class=\"decorated-link\" href=\"https:\/\/hornet-conseil.fr\/marketing-produit-ecommerce\/\" target=\"_new\" rel=\"noopener\" data-start=\"3863\" data-end=\"3917\">https:\/\/hornet-conseil.fr\/marketing-produit-ecommerce\/<\/a><\/p>\n<hr data-start=\"3919\" data-end=\"3922\" \/>\n<h3 data-start=\"3924\" data-end=\"3977\">La m\u00e9thode pragmatique pour classer ton catalogue<\/h3>\n<p data-start=\"3979\" data-end=\"4067\">Sans rentrer dans un mod\u00e8le compliqu\u00e9, tu peux d\u00e9j\u00e0 classer tes produits en 4 familles :<\/p>\n<ol data-start=\"4069\" data-end=\"4442\">\n<li data-start=\"4069\" data-end=\"4144\">\n<p data-start=\"4072\" data-end=\"4144\"><strong data-start=\"4072\" data-end=\"4087\">Locomotives<\/strong><br data-start=\"4087\" data-end=\"4090\" \/>produits d\u2019entr\u00e9e, compar\u00e9s, g\u00e9n\u00e9rateurs de trafic.<\/p>\n<\/li>\n<li data-start=\"4146\" data-end=\"4220\">\n<p data-start=\"4149\" data-end=\"4220\"><strong data-start=\"4149\" data-end=\"4170\">Produits de marge<\/strong><br data-start=\"4170\" data-end=\"4173\" \/>produits qui financent r\u00e9ellement le mod\u00e8le.<\/p>\n<\/li>\n<li data-start=\"4222\" data-end=\"4308\">\n<p data-start=\"4225\" data-end=\"4308\"><strong data-start=\"4225\" data-end=\"4245\">Produits d\u2019image<\/strong><br data-start=\"4245\" data-end=\"4248\" \/>utiles pour cr\u00e9dibiliser l\u2019offre, m\u00eame s\u2019ils vendent peu.<\/p>\n<\/li>\n<li data-start=\"4310\" data-end=\"4442\">\n<p data-start=\"4313\" data-end=\"4442\"><strong data-start=\"4313\" data-end=\"4335\">Produits parasites<\/strong><br data-start=\"4335\" data-end=\"4338\" \/>produits qui consomment du temps, cr\u00e9ent des retours, diluent la lecture, et ne rapportent pas assez.<\/p>\n<\/li>\n<\/ol>\n<p data-start=\"4444\" data-end=\"4576\">La cl\u00e9, ce n\u2019est pas de supprimer 80 % du catalogue.<br data-start=\"4496\" data-end=\"4499\" \/>La cl\u00e9, c\u2019est de savoir <strong data-start=\"4523\" data-end=\"4545\">qui joue quel r\u00f4le<\/strong>, et de piloter en cons\u00e9quence.<\/p>\n<hr data-start=\"4578\" data-end=\"4581\" \/>\n<h3 data-start=\"4583\" data-end=\"4643\">Pourquoi ce tri devient vital entre 50 k\u20ac et 500 k\u20ac\/mois<\/h3>\n<p data-start=\"4645\" data-end=\"4664\">\u00c0 ce niveau de CA :<\/p>\n<ul data-start=\"4666\" data-end=\"4836\">\n<li data-start=\"4666\" data-end=\"4705\">\n<p data-start=\"4668\" data-end=\"4705\">chaque erreur de promotion se r\u00e9p\u00e8te,<\/p>\n<\/li>\n<li data-start=\"4706\" data-end=\"4759\">\n<p data-start=\"4708\" data-end=\"4759\">chaque mauvais arbitrage catalogue co\u00fbte plus cher,<\/p>\n<\/li>\n<li data-start=\"4760\" data-end=\"4801\">\n<p data-start=\"4762\" data-end=\"4801\">l\u2019acquisition devient moins indulgente,<\/p>\n<\/li>\n<li data-start=\"4802\" data-end=\"4836\">\n<p data-start=\"4804\" data-end=\"4836\">la tr\u00e9sorerie se tend plus vite.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4838\" data-end=\"4904\">Tu ne peux plus piloter \u201cau feeling\u201d.<br data-start=\"4875\" data-end=\"4878\" \/>Tu dois piloter \u201cau r\u00f4le\u201d.<\/p>\n<p data-start=\"4906\" data-end=\"4989\">Et surtout : tu dois rendre ce tri partageable.<br data-start=\"4953\" data-end=\"4956\" \/>Sinon, tout remonte au dirigeant.<\/p>\n<hr data-start=\"4991\" data-end=\"4994\" \/>\n<h3 data-start=\"4996\" data-end=\"5007\">Alors ?<\/h3>\n<p data-start=\"5009\" data-end=\"5146\">Identifier tes locomotives et tes produits de marge, ce n\u2019est pas une obsession de contr\u00f4leur.<br data-start=\"5103\" data-end=\"5106\" \/>C\u2019est une condition de croissance saine.<\/p>\n<p data-start=\"5148\" data-end=\"5163\">Quand tu sais :<\/p>\n<ul data-start=\"5164\" data-end=\"5257\">\n<li data-start=\"5164\" data-end=\"5190\">\n<p data-start=\"5166\" data-end=\"5190\">quels produits attirent,<\/p>\n<\/li>\n<li data-start=\"5191\" data-end=\"5218\">\n<p data-start=\"5193\" data-end=\"5218\">quels produits financent,<\/p>\n<\/li>\n<li data-start=\"5219\" data-end=\"5257\">\n<p data-start=\"5221\" data-end=\"5257\">et lesquels te font perdre du temps,<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5259\" data-end=\"5324\">ton catalogue devient un outil strat\u00e9gique, pas une accumulation.<\/p>\n<p data-start=\"5326\" data-end=\"5503\" data-is-last-node=\"\" data-is-only-node=\"\">\ud83e\udded Si tu veux clarifier \u00e7a rapidement, on en parle directement, \u00e0 partir de ton catalogue r\u00e9el et de quelques chiffres simples.<br data-start=\"5455\" data-end=\"5458\" \/><a class=\"decorated-link\" href=\"https:\/\/calendar.app.google\/qvuUQS8DmtvGahpy5\" target=\"_new\" rel=\"noopener\" data-start=\"5458\" data-end=\"5503\" data-is-last-node=\"\">https:\/\/calendar.app.google\/qvuUQS8DmtvGahpy5<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"z-0 flex min-h-[46px] justify-start\"><\/div>\n<div class=\"mt-3 w-full empty:hidden\">\n<div class=\"text-center\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"pointer-events-none h-px w-px absolute bottom-0\" aria-hidden=\"true\" data-edge=\"true\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dans un e-commerce entre 50 k\u20ac et 500 k\u20ac par mois, le catalogue est rarement \u201cjuste un catalogue\u201d.C\u2019est une machine commerciale. Et, dans cette machine, tous les produits n\u2019ont pas le m\u00eame r\u00f4le. Certains produits attirent.D\u2019autres produits financent.Et quand on ne distingue pas clairement les deux, on finit par piloter \u00e0 l\u2019aveugle. Le sujet n\u2019est [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":407,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3],"tags":[],"class_list":["post-26260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting","category-e-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil\" \/>\n<meta property=\"og:description\" content=\"Dans un e-commerce entre 50 k\u20ac et 500 k\u20ac par mois, le catalogue est rarement \u201cjuste un catalogue\u201d.C\u2019est une machine commerciale. Et, dans cette machine, tous les produits n\u2019ont pas le m\u00eame r\u00f4le. Certains produits attirent.D\u2019autres produits financent.Et quand on ne distingue pas clairement les deux, on finit par piloter \u00e0 l\u2019aveugle. Le sujet n\u2019est [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/\" \/>\n<meta property=\"og:site_name\" content=\"HoRnet Conseil\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-14T09:17:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"hbourdon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"hbourdon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/\"},\"author\":{\"name\":\"hbourdon\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/#\\\/schema\\\/person\\\/de4390292037bccf4a510ea604452c7f\"},\"headline\":\"Comment identifier les produits locomotives et les produits de marge\",\"datePublished\":\"2025-12-14T09:17:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/\"},\"wordCount\":898,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hornet-conseil.fr\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/team-06-1.jpg\",\"articleSection\":[\"Conseil &amp; strat\u00e9gie\",\"E-commerce\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/\",\"url\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/\",\"name\":\"Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hornet-conseil.fr\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/team-06-1.jpg\",\"datePublished\":\"2025-12-14T09:17:51+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/#\\\/schema\\\/person\\\/de4390292037bccf4a510ea604452c7f\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#primaryimage\",\"url\":\"https:\\\/\\\/hornet-conseil.fr\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/team-06-1.jpg\",\"contentUrl\":\"https:\\\/\\\/hornet-conseil.fr\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/team-06-1.jpg\",\"width\":500,\"height\":500},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/2025\\\/12\\\/14\\\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/hornet-conseil.fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Comment identifier les produits locomotives et les produits de marge\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/#website\",\"url\":\"https:\\\/\\\/hornet-conseil.fr\\\/\",\"name\":\"HoRnet Conseil\",\"description\":\"Conseil e-commerce, marketing strat\\\/digital, com, recrutement, \u00e9dition de logiciels AI\\\/SI\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/hornet-conseil.fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/hornet-conseil.fr\\\/#\\\/schema\\\/person\\\/de4390292037bccf4a510ea604452c7f\",\"name\":\"hbourdon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g\",\"caption\":\"hbourdon\"},\"sameAs\":[\"http:\\\/\\\/hornet-conseil.fr\"],\"url\":\"https:\\\/\\\/hornet-conseil.fr\\\/index.php\\\/author\\\/hbourdon\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/","og_locale":"en_US","og_type":"article","og_title":"Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil","og_description":"Dans un e-commerce entre 50 k\u20ac et 500 k\u20ac par mois, le catalogue est rarement \u201cjuste un catalogue\u201d.C\u2019est une machine commerciale. Et, dans cette machine, tous les produits n\u2019ont pas le m\u00eame r\u00f4le. Certains produits attirent.D\u2019autres produits financent.Et quand on ne distingue pas clairement les deux, on finit par piloter \u00e0 l\u2019aveugle. Le sujet n\u2019est [&hellip;]","og_url":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/","og_site_name":"HoRnet Conseil","article_published_time":"2025-12-14T09:17:51+00:00","og_image":[{"width":500,"height":500,"url":"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg","type":"image\/jpeg"}],"author":"hbourdon","twitter_card":"summary_large_image","twitter_misc":{"Written by":"hbourdon","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#article","isPartOf":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/"},"author":{"name":"hbourdon","@id":"https:\/\/hornet-conseil.fr\/#\/schema\/person\/de4390292037bccf4a510ea604452c7f"},"headline":"Comment identifier les produits locomotives et les produits de marge","datePublished":"2025-12-14T09:17:51+00:00","mainEntityOfPage":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/"},"wordCount":898,"commentCount":0,"image":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#primaryimage"},"thumbnailUrl":"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg","articleSection":["Conseil &amp; strat\u00e9gie","E-commerce"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/","url":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/","name":"Comment identifier les produits locomotives et les produits de marge - HoRnet Conseil","isPartOf":{"@id":"https:\/\/hornet-conseil.fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#primaryimage"},"image":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#primaryimage"},"thumbnailUrl":"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg","datePublished":"2025-12-14T09:17:51+00:00","author":{"@id":"https:\/\/hornet-conseil.fr\/#\/schema\/person\/de4390292037bccf4a510ea604452c7f"},"breadcrumb":{"@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#primaryimage","url":"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg","contentUrl":"https:\/\/hornet-conseil.fr\/wp-content\/uploads\/2022\/04\/team-06-1.jpg","width":500,"height":500},{"@type":"BreadcrumbList","@id":"https:\/\/hornet-conseil.fr\/index.php\/2025\/12\/14\/comment-identifier-les-produits-locomotives-et-les-produits-de-marge\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hornet-conseil.fr\/"},{"@type":"ListItem","position":2,"name":"Comment identifier les produits locomotives et les produits de marge"}]},{"@type":"WebSite","@id":"https:\/\/hornet-conseil.fr\/#website","url":"https:\/\/hornet-conseil.fr\/","name":"HoRnet Conseil","description":"Conseil e-commerce, marketing strat\/digital, com, recrutement, \u00e9dition de logiciels AI\/SI","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hornet-conseil.fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/hornet-conseil.fr\/#\/schema\/person\/de4390292037bccf4a510ea604452c7f","name":"hbourdon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1878588bf60e9814dae86ffe421c405744e2aa56db62095dafd8d2ca8f58fe8d?s=96&d=mm&r=g","caption":"hbourdon"},"sameAs":["http:\/\/hornet-conseil.fr"],"url":"https:\/\/hornet-conseil.fr\/index.php\/author\/hbourdon\/"}]}},"_links":{"self":[{"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/posts\/26260","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/comments?post=26260"}],"version-history":[{"count":0,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/posts\/26260\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/media\/407"}],"wp:attachment":[{"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/media?parent=26260"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/categories?post=26260"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hornet-conseil.fr\/index.php\/wp-json\/wp\/v2\/tags?post=26260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}