{"id":287398,"date":"2016-09-22T06:56:00","date_gmt":"2016-09-22T05:56:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-enseignes-high-tech-en-tete-de-lomnicanal-2836"},"modified":"2016-09-22T06:56:00","modified_gmt":"2019-03-07T16:01:37","slug":"les-enseignes-high-tech-en-tete-de-lomnicanal-2836","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-enseignes-high-tech-en-tete-de-lomnicanal-2836","title":{"rendered":"Les enseignes high tech en t\u00eate de l\u2019omnicanal"},"content":{"rendered":"
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Les leaders de la distribution de produits techniques et culturels ont tr\u00e8s t\u00f4t pris conscience que pour faire face aux purs players du web il leur fallait d\u00e9velopper la compl\u00e9mentarit\u00e9 entre magasins et site internet<\/b>. Cela est confirm\u00e9 par la troisi\u00e8me \u00e9dition du barom\u00e8tre Capgemini Consulting* pour LSA dont les conclusions prouvent l\u2019\u00e9volution rapide de la distribution high tech dans l\u2019omnicanal. Quelques chiffres.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Une compl\u00e9mentarit\u00e9 totale entre site et magasins physiques<\/h3>\n
72% des enseignes proposent la r\u00e9servation en ligne du stock magasin<\/b>. Ceci repr\u00e9sente une augmentation de 25% en un an. 46% proposent le m\u00eame prix ce qui n\u2019\u00e9tait pas le cas il y a quelques ann\u00e9es (plus 17% par rapport \u00e0 l\u2019an dernier). Ce qui est plus difficile \u00e0 maitriser ce sont les prix qui \u00e9voluent journellement voire plusieurs fois dans la journ\u00e9e sur les sites type Amazone et qui offrent les m\u00eames produits \u2013les caract\u00e9ristiques techniques et les marques sont facilement comparables \u2013 d\u2019o\u00f9 une offre propre d\u00e9velopp\u00e9e entre les industriels du secteur et les distributeurs pour \u00e9viter la comparaison absolue.
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\u00a0Une mise en place d\u2019une base donn\u00e9es commune<\/b> : 60% des distributeurs ont aujourd\u2019hui le profil client crois\u00e9 web et magasin. Une augmentation de 34% par rapport \u00e0 l\u2019ann\u00e9e 2015. Ceci permet de faire des offres encore plus cibl\u00e9e et personnalis\u00e9e. selon l\u2019\u00e9tude\u00a0\u00ab\u00a0l\u2019individualisation de l\u2019offre et de la relation client est le principal d\u00e9fi cit\u00e9 par les participants\u00a0\u00bb. 74% des enseignes interrog\u00e9es assurent que l\u2019omnicanal a permis de mieux satisfaire leurs clients (59% en 2015)<\/b>. Ce qui doit \u00eatre encore mieux maitris\u00e9 est la logistique afin de connaitre en temps r\u00e9el l\u2019\u00e9tat des stocks.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Assur\u00e9ment, les enseignes high tech ont un coup d\u2019avance mais le textile r\u00e9ussit de mieux en mieux au niveau de l\u2019offre et de la fid\u00e9lisation client via des op\u00e9rations marketing cibl\u00e9es. \u00a0<\/span>
\u00a0*Etude r\u00e9alis\u00e9e en avril 2016 aupr\u00e8s de 166 personnes occupant des postes au sein des directions centrales ou magasins sur 34 enseignes issues du top 100 LSA<\/i> <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Les leaders de la distribution de produits techniques et culturels ont tr\u00e8s t\u00f4t pris conscience que pour faire face aux purs players du web il leur fallait d\u00e9velopper la compl\u00e9mentarit\u00e9 entre magasins et site internet. Cela est confirm\u00e9 par la troisi\u00e8me \u00e9dition du barom\u00e8tre Capgemini Consulting* pour LSA dont les conclusions prouvent l\u2019\u00e9volution rapide de […]<\/p>\n","protected":false},"author":42,"featured_media":287397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137,140],"class_list":["post-287398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nLes 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