{"id":73695,"date":"2025-11-17T08:45:00","date_gmt":"2025-11-17T07:45:00","guid":{"rendered":"https:\/\/blog.urbanitae.com\/?p=73695"},"modified":"2025-11-17T00:25:31","modified_gmt":"2025-11-16T23:25:31","slug":"retail-immobilier-2025-investissement-transformation-et-nouvelles-tendances","status":"publish","type":"post","link":"https:\/\/blog.urbanitae.com\/fr\/2025\/11\/17\/retail-immobilier-2025-investissement-transformation-et-nouvelles-tendances\/","title":{"rendered":"Retail immobilier 2025 : investissement, transformation et nouvelles tendances"},"content":{"rendered":"\n<p>\u00c0 septembre 2025, l\u2019investissement direct dans les actifs immobiliers du segment retail a atteint <strong>1,919 milliard d\u2019euros<\/strong>, selon le rapport <em>Retail en Espagne<\/em> de la soci\u00e9t\u00e9 de conseil <strong><a href=\"https:\/\/www.savills.es\/publicaciones\/noticias\/382050\/la-vuelta-del-inversor-core-al-retail-impulsara-el-volumen-de-inversion-hasta-niveles-record-este-a%C3%B1o\" target=\"_blank\" rel=\"noreferrer noopener\">Savills<\/a><\/strong>. Si les pr\u00e9visions se confirment, l\u2019ann\u00e9e se cl\u00f4turera sur un volume d\u2019investissement record depuis 2019, d\u00e9passant les <strong>2,7 milliards d\u2019euros<\/strong>, au-dessus de la moyenne historique.<\/p>\n\n\n\n<p>Cette tendance est confirm\u00e9e par <strong><a href=\"https:\/\/www.cbre.es\/press-releases\/la-inversion-inmobiliaria-en-espana-alcanza-los-12900-millones\" target=\"_blank\" rel=\"noreferrer noopener\">CBRE<\/a><\/strong>, qui chiffre l\u2019investissement \u00e0 <strong>1,935 milliard d\u2019euros \u00e0 septembre<\/strong>, soit <strong>15 % de plus<\/strong> que sur la m\u00eame p\u00e9riode de 2024. Le retail repr\u00e9sente d\u00e9j\u00e0 <strong>15 % du capital total investi dans l\u2019immobilier<\/strong>, pour un montant de <strong>12,9 milliards d\u2019euros<\/strong>, se consolidant comme l\u2019un des trois segments les plus dynamiques avec le r\u00e9sidentiel (<em>Living<\/em>) et l\u2019h\u00f4tellerie.<\/p>\n\n\n\n<p>Le rebond du capital destin\u00e9 au retail s\u2019explique en grande partie par une augmentation des op\u00e9rations dans les <strong>centres commerciaux<\/strong> et par l\u2019int\u00e9r\u00eat croissant du <strong>capital international<\/strong>, accompagn\u00e9 d\u2019une hausse de la <strong>taille moyenne des transactions<\/strong>. Selon CBRE, le profil <strong>core<\/strong> se consolide et les <strong>socimis (REITs)<\/strong> dominent l\u2019investissement avec <strong>41 % du volume total<\/strong>, suivies des <strong>SCPI fran\u00e7aises<\/strong> et des <strong>fonds anglo-saxons<\/strong>. Parall\u00e8lement, <strong>l\u2019investissement priv\u00e9<\/strong> se professionnalise \u00e0 travers des v\u00e9hicules sp\u00e9cialis\u00e9s dans les centres commerciaux, tandis que <strong>les investisseurs institutionnels<\/strong> red\u00e9couvrent leur int\u00e9r\u00eat pour les <strong>locaux commerciaux<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Centres commerciaux : le principal moteur de l\u2019immobilier retail<\/h2>\n\n\n\n<p>Selon <strong>Savills<\/strong>, les <strong><a href=\"https:\/\/blog.urbanitae.com\/fr\/2025\/10\/27\/centres-commerciaux-et-leur-impact-sur-la-valeur-des-biens-immobiliers\/?utm_source=blog_fr&#038;utm_medium=organic&#038;utm_campaign=urbanitae_blog_1125&#038;utm_term=centres_commerciaux&#038;utm_content=fr_nuevo_pulso_retail\">centres com<\/a><a href=\"https:\/\/blog.urbanitae.com\/fr\/2025\/10\/27\/centres-commerciaux-et-leur-impact-sur-la-valeur-des-biens-immobiliers\/?utm_source=blog_fr&#038;utm_medium=organic&#038;utm_campaign=urbanitae_blog_1125&#038;utm_term=centres_commerciaux&#038;utm_content=fr_nuevo_pulso_retail\" target=\"_blank\" rel=\"noreferrer noopener\">me<\/a><a href=\"https:\/\/blog.urbanitae.com\/fr\/2025\/10\/27\/centres-commerciaux-et-leur-impact-sur-la-valeur-des-biens-immobiliers\/?utm_source=blog_fr&#038;utm_medium=organic&#038;utm_campaign=urbanitae_blog_1125&#038;utm_term=centres_commerciaux&#038;utm_content=fr_nuevo_pulso_retail\">rciaux<\/a><\/strong> concentrent <strong>57 % de l\u2019investissement total<\/strong>, demeurant le principal centre d\u2019int\u00e9r\u00eat. Les <strong>retail parks<\/strong> repr\u00e9sentent <strong>9 %<\/strong>, les <strong>supermarch\u00e9s<\/strong> <strong>10 %<\/strong> et les <strong>locaux commerciaux<\/strong> <strong>24 %<\/strong>.<\/p>\n\n\n\n<p>En excluant les locaux, l\u2019investissement dans le retail atteint <strong>1,448 milliard d\u2019euros<\/strong>, dont <strong>1,08 milliard<\/strong> pour les centres commerciaux \u2014 en ligne avec la tendance amorc\u00e9e l\u2019ann\u00e9e pr\u00e9c\u00e9dente et \u00e0 des niveaux proches de ceux d\u2019avant la pand\u00e9mie. Par ailleurs, l\u2019investissement dans les locaux commerciaux d\u00e9passe d\u00e9j\u00e0 de <strong>plus de 15 %<\/strong> le total de 2024 (qui s\u2019\u00e9levait \u00e0 409 millions d\u2019euros), et Savills pr\u00e9voit qu\u2019il atteindra <strong>800 millions d\u2019euros<\/strong> en fin d\u2019exercice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La technologie, moteur de la transformation du retail<\/h2>\n\n\n\n<p><a href=\"https:\/\/blog.urbanitae.com\/fr\/2025\/03\/04\/reprise-prometteuse-de-linvestissement-retail-en-espagne-en-2025\/?utm_source=blog_fr&#038;utm_medium=organic&#038;utm_campaign=urbanitae_blog_1125&#038;utm_term=retail_evolue_linvestissement_modele_operationnel&#038;utm_content=fr_nuevo_pulso_retail\" target=\"_blank\" rel=\"noreferrer noopener\">Le retail \u00e9volue non seulement du point de vue de l\u2019investissement, mais aussi dans son <strong>mod\u00e8le op\u00e9rationnel<\/strong><\/a>. Les changements technologiques, sociaux et d\u00e9mographiques red\u00e9finissent la relation entre <strong>marque, espace et consommateur<\/strong>. Le livre <a href=\"https:\/\/www.esic.edu\/editorial\/revolucion-retail\" target=\"_blank\" rel=\"noreferrer noopener\"><em>R\u00e9volution Retail<\/em> (ESIC \u00c9ditions)<\/a> analyse certains des paradigmes technologiques qui fa\u00e7onnent ce nouveau paysage.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La <strong>transformation num\u00e9rique<\/strong> n\u2019est plus une option : c\u2019est une condition de survie. L\u2019intelligence artificielle, le commerce \u00e9lectronique et les nouveaux moyens de paiement ont modifi\u00e9 les habitudes de consommation, obligeant les marques \u00e0 adopter une <strong>strat\u00e9gie omnicanale<\/strong> int\u00e9grant magasins physiques, plateformes en ligne et r\u00e9seaux sociaux.<\/li>\n\n\n\n<li>L\u2019<strong>automatisation de la cha\u00eene d\u2019approvisionnement<\/strong> red\u00e9finit \u00e9galement le secteur. Les grands op\u00e9rateurs comme Amazon ou Carrefour int\u00e8grent l\u2019IA et la robotique pour anticiper la demande, optimiser les stocks et r\u00e9duire le gaspillage. R\u00e9sultat : une plus grande efficacit\u00e9 et un service client plus rapide.<\/li>\n\n\n\n<li>La <strong>personnalisation<\/strong> est un autre pilier cl\u00e9. Des marques comme Sephora utilisent des algorithmes pour proposer des recommandations personnalis\u00e9es et des exp\u00e9riences immersives gr\u00e2ce \u00e0 la r\u00e9alit\u00e9 augment\u00e9e, permettant de tester les produits avant l\u2019achat.<\/li>\n\n\n\n<li>Les <strong>nouveaux moyens de paiement<\/strong> deviennent un avantage concurrentiel. Les solutions sans contact, les portefeuilles num\u00e9riques et m\u00eame les cryptomonnaies acc\u00e9l\u00e8rent les transactions. Starbucks, par exemple, a transform\u00e9 son application de paiement en un outil de fid\u00e9lisation qui cr\u00e9e une v\u00e9ritable communaut\u00e9.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Transformation culturelle et exp\u00e9rientielle<\/h2>\n\n\n\n<p>Le rapport <strong><a href=\"https:\/\/www.savills.es\/el-blog\/articulos\/379343\/spain-articles\/retailtrends2025.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">Retail Trends 2025<\/a><\/strong> de Savills souligne que la prochaine grande transformation sera <strong>culturelle et exp\u00e9rientielle<\/strong>. Le consommateur n\u2019ach\u00e8te plus seulement un produit : il recherche <strong>identit\u00e9, coh\u00e9rence et \u00e9motion<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La <strong>G\u00e9n\u00e9ration Z<\/strong> incarne ce changement. Sa consommation est \u00e9motionnelle et consciente : elle n\u2019ach\u00e8te pas par impulsion, mais pour se d\u00e9finir. Elle recherche l\u2019authenticit\u00e9 et les marques sans filtres. Plus de <strong>80 %<\/strong> consultent les r\u00e9seaux sociaux avant d\u2019acheter et consid\u00e8rent qu\u2019attendre dans la file d\u2019une boutique embl\u00e9matique fait partie de l\u2019exp\u00e9rience.<\/li>\n\n\n\n<li>Les <strong>marques<\/strong>, de leur c\u00f4t\u00e9, doivent offrir une <strong>exp\u00e9rience fluide<\/strong>, sans friction entre les environnements num\u00e9rique et physique. <strong>79 % des consommateurs<\/strong> valorisent la coh\u00e9rence entre les deux canaux, et <strong>73 % des retailers<\/strong> consid\u00e8rent la transformation num\u00e9rique comme une priorit\u00e9 strat\u00e9gique. Le r\u00e9cit de la marque doit \u00eatre aussi solide sur un site web que dans un flagship store.<\/li>\n\n\n\n<li>Le <strong>concept de sp\u00e9cialit\u00e9<\/strong> gagne en importance. Les entreprises centr\u00e9es sur un seul produit parviennent \u00e0 cr\u00e9er communaut\u00e9 et fid\u00e9lit\u00e9. Chez elles, <strong>la vente devient exp\u00e9rience, et l\u2019exp\u00e9rience devient identit\u00e9<\/strong>.<\/li>\n\n\n\n<li>Les <strong>magasins physiques<\/strong> \u00e9voluent vers des espaces conceptuels et immersifs. En 2024, <strong>81 % des consommateurs espagnols<\/strong> ont modifi\u00e9 leurs habitudes d\u2019achat \u00e0 la recherche d\u2019exp\u00e9riences plus personnalis\u00e9es. <strong>2 % des achats en ligne<\/strong> se terminent d\u00e9sormais par une visite en magasin, ce qui d\u00e9montre <strong>l\u2019interd\u00e9pendance entre les canaux<\/strong>. Les marques doivent concevoir des espaces o\u00f9 <strong>l\u2019\u00e9motion et la technologie<\/strong> se rejoignent.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Un secteur en pleine r\u00e9invention<\/h2>\n\n\n\n<p>L\u2019immobilier retail vit une p\u00e9riode de transition passionnante. L\u2019investissement augmente, les acteurs se diversifient et les magasins se transforment en <strong>sc\u00e8nes o\u00f9 l\u2019exp\u00e9rience est reine<\/strong>. Les espaces physiques ne sont plus seulement des points de vente : ils deviennent des <strong>plateformes de connexion \u00e9motionnelle et culturelle<\/strong> entre marque et consommateur.<\/p>\n\n\n\n<p>\u00c0 la crois\u00e9e du <strong>capital, de la technologie et de la cr\u00e9ativit\u00e9<\/strong>, s\u2019\u00e9crit la nouvelle feuille de route du commerce en Espagne.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2025, le retail immobilier en Espagne vit une transformation profonde, port\u00e9e par l\u2019investissement record, la digitalisation et l\u2019exp\u00e9rience client.<\/p>\n","protected":false},"author":1,"featured_media":74462,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[1026],"tags":[1887],"class_list":["post-73695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investissement-immobilier-fr","tag-inversion-inmobiliaria-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail immobilier 2025 : investissement, transformation et nouvelles tendances<\/title>\n<meta name=\"description\" content=\"L\u2019immobilier retail 2025 en Espagne bat des records d\u2019investissement, port\u00e9 par la technologie, la digitalisation et l\u2019exp\u00e9rience client.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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Retail Real Estate 2025: investment, transformation and new trends. Retail immobilier 2025 : investissement, transformation et nouvelles tendances. Retail immobiliare 2025: investimenti, trasformazione e nuove tendenze. Retalho imobili\u00e1rio 2025: investimento, transforma\u00e7\u00e3o e novas tend\u00eancias. 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