{"id":292247,"date":"2013-12-23T11:09:00","date_gmt":"2013-12-23T10:09:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-defis-du-cross-canal-pour-les-reseaux-de-franchise"},"modified":"2013-12-23T11:09:00","modified_gmt":"2013-12-23T10:09:00","slug":"les-defis-du-cross-canal-pour-les-reseaux-de-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-defis-du-cross-canal-pour-les-reseaux-de-franchise","title":{"rendered":"Les d\u00e9fis du cross canal pour les r\u00e9seaux de franchise"},"content":{"rendered":"
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Fini le temps o\u00f9 le client d’un r\u00e9seau de franchise ou succursaliste<\/b> n’utilisait qu’un seul canal de vente sans interaction entre le magasin et Internet. Certes cela b\u00e9n\u00e9ficie moins aux commer\u00e7ants isol\u00e9s mais selon l\u2019analyse crois\u00e9e effectu\u00e9e par le groupe Micropole et son agence de communication 360\u00b0, 71% des consommateurs fran\u00e7ais d\u00e9clarent s\u2019\u00eatre tourn\u00e9s vers le canal d\u2019Internet<\/b> parce que le produit convoit\u00e9 n\u2019\u00e9tait pas disponible en magasin. Devant ces chiffres, les enseignes, qu’elles soient en franchise ou pas, n\u2019ont pas le choix et doivent modifier en profondeur leur strat\u00e9gie de vente et abandonner le syst\u00e8me silo pour adopter le cross canal pour individualiser, personnaliser l\u2019offre propos\u00e9e au client. Les autres enseignements de cette \u00e9tude ne font que confirmer cette orientation.
Le d\u00e9fi est souvent un peu plus compliqu\u00e9 pour les franchiseurs, leurs franchis\u00e9s craignant de perdre des ventes<\/b> et de ne pas b\u00e9n\u00e9ficier de chiffre d’affaires suppl\u00e9mentaire.Il est donc n\u00e9cessaire d’int\u00e9grer les franchis\u00e9s dans la r\u00e9flexion et la mise en oeuvre des strat\u00e9gies Cross-canal ou web to store pour que les adh\u00e9rents du r\u00e9seau b\u00e9n\u00e9ficient bien d’un flux suppl\u00e9mentaire et le sachent.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L\u2019ATAWAD : un nouvel acronyme \u00e0 connaitre<\/h3>\n
AT AW AD : anytime, anywhere, any device<\/b> : n\u2019importe quand, n\u2019importe o\u00f9, quel que soit le mode de connexion.
Cela signifie donc de cr\u00e9er une strat\u00e9gie compl\u00e9mentaire et interactive entre les diff\u00e9rents canaux, pour adresser un discours unique et identique au client. Donc  d’aboutir \u00e0 une combinaison des diff\u00e9rents canaux tout en restant coh\u00e9rent aux yeux du consommateur. Un consommateur sur trois ach\u00e8te son produit chez un concurrent en ligne \u00e0 meilleur prix\u2026et un consommateur sur cinq essaie en magasin et ach\u00e8te au meilleur prix sur le web (mobile ou \u00e0 domicile). Le web est devenu primordial dans la d\u00e9cision d\u2019achat. Mais il ne faut pas croire qu\u2019il suffit de dupliquer la m\u00eame offre sur chaque cana<\/b>l ; il faut r\u00e9fl\u00e9chir \u00e0 l\u2019interaction entre les canaux et proposer l\u2019offre qui correspond au canal (sans cannibaliser les autres).<\/p>\n

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Les cinq enjeux majeurs<\/h3>\n
Structurer et adapter l\u2019offre<\/b> : \u00e0 chaque canal, ses sp\u00e9cificit\u00e9s. Ainsi, une boutique physique aura rarement l\u2019ensemble des produits en stock mais proposera une relation client directe, qui conviendra mieux que le web pour certains produits sophistiqu\u00e9s.  
Harmoniser l’image de marque tout en s’adaptant aux diff\u00e9rents usages <\/b>: \u00e0 chaque canal, sa communication. M\u00eame si l\u2019information diff\u00e8re, adapt\u00e9e \u00e0 chaque canal, l\u2019image de marque v\u00e9hicul\u00e9e et les valeurs diffus\u00e9es restent identiques et coh\u00e9rentes.  
Acqu\u00e9rir une connaissance globale pour augmenter la qualit\u00e9 de service<\/b> : plusieurs canaux, mais une seule et m\u00eame information. Les donn\u00e9es collect\u00e9es via le web ou en boutique doivent \u00eatre crois\u00e9es afin de disposer d\u2019une vision unifi\u00e9e des pr\u00e9f\u00e9rences d\u2019achats du client.<\/b> Ces informations doivent pouvoir \u00eatre consult\u00e9es par les vendeurs pour conseiller et accompagner le client au mieux.  
Circuler \u00e0 travers les canaux pour assurer la lin\u00e9arit\u00e9 du parcours <\/b>: pr\u00e9s\u00e9lection sur Internet, achat en magasin ou sur le web, retrait en magasin, cartes de fid\u00e9lit\u00e9, confirmation et paiement en magasin via son t\u00e9l\u00e9phone\u2026 le crosscanal connecte l\u2019ensemble des canaux et offre un confort de commande optimal, quel que soit le canal de d\u00e9part. 
Se doter des bonnes solutions <\/b>: elles doivent \u00e0 la fois permettre de r\u00e9pondre aux probl\u00e9matiques client  (augmenter le mix marketing, fid\u00e9liser\u2026) et garantir l\u2019interface avec les SI existants. Face \u00e0 ce nouveau comportement des consommateurs, les risques pour les marques sont nombreux : manque de comp\u00e9titivit\u00e9, perte de clients, mauvaise r\u00e9putation, taux de transformation faible\u2026 <\/p>\n

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Les \u00e9tapes cl\u00e9s d\u2019une strat\u00e9gie crosscanal<\/h3>\n
l\u2019audit pr\u00e9alable<\/b> : analyse sur la valeur client, le syst\u00e8me d\u2019information en place, les leviers d\u2019achat sur le march\u00e9\u2026 et les mettre en phase avec la strat\u00e9gie d\u2019entreprise.
les recommandations strat\u00e9giques en termes d\u2019offres, d\u2019images, de road map, de plate-forme business.
une analyse et des recommandations de solutions qui r\u00e9pondent \u00e0 ces enjeux.
l\u2019installation <\/b>: d\u00e9ploiement technique des plates-formes, formation des utilisateurs, pilotage et accompagnement.
le suivi marketing pour r\u00e9orienter la strat\u00e9gie si besoin, affiner le positionnement et aider \u00e0 r\u00e9organiser le service digital de la marque. <\/p>\n

La r\u00e9daction vous conseille aussi : <\/i>
La franchise se tourne vers le multicanal et le crosscanal<\/i><\/a>
Le cross-canal est-il l’avenir du commerce de demain ? <\/i><\/a><\/p>\n

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Fini le temps o\u00f9 le client d’un r\u00e9seau de franchise ou succursaliste n’utilisait qu’un seul canal de vente sans interaction entre le magasin et Internet. Certes cela b\u00e9n\u00e9ficie moins aux commer\u00e7ants isol\u00e9s mais selon l\u2019analyse crois\u00e9e effectu\u00e9e par le groupe Micropole et son agence de communication 360\u00b0, 71% des consommateurs fran\u00e7ais d\u00e9clarent s\u2019\u00eatre tourn\u00e9s vers le […]<\/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],"class_list":["post-292247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLes 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