{"id":292343,"date":"2013-10-29T01:00:00","date_gmt":"2013-10-29T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-magasin-de-demain-devra-offrir-conseils-services-et-outils-high-tech"},"modified":"2013-10-29T01:00:00","modified_gmt":"2013-10-29T00:00:00","slug":"le-magasin-de-demain-devra-offrir-conseils-services-et-outils-high-tech","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-magasin-de-demain-devra-offrir-conseils-services-et-outils-high-tech","title":{"rendered":"Le magasin de demain devra offrir conseils, services et outils high-tech"},"content":{"rendered":"
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Le consommateur du 21\u00e8me si\u00e8cle est surinform\u00e9, multi-connect\u00e9<\/strong> et fr\u00e9quente les magasins avec une d\u00e9marche diff\u00e9rente. Il y attend des compl\u00e9ments d’informations mais surtout un accompagnement personnalis\u00e9. Comment les r\u00e9seaux de magasins g\u00e8rent cette r\u00e9volution culturelle<\/strong>. D’une part, en faisant du cross canal afin de faire b\u00e9n\u00e9ficier les promos, les offres \u00e0 tous les canaux de vente, en g\u00e9o localisant les clients afin de leur faire pousser la porte du magasin le plus proche o\u00f9 l’attend le produit qui lui a plu, au prix qu’il veut gr\u00e2ce \u00e0 une meilleure connaissance de son profil gr\u00e2ce \u00e0 Internet, smartphone, etc<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le magasin redevient un vrai lieu de shopping plaisir<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le magasin ne doit pas \u00eatre un espace, sans \u00e2me, sans vendeur pour accueillir le client et le conseiller. Les points de vente doivent donc se recentrer sur le client et former des vendeurs aussi inform\u00e9s que les clients \u0096ce fut le probl\u00e8me de ces derni\u00e8res ann\u00e9es o\u00f9 internet fournissait plus d’\u00e9l\u00e9ments que les vendeurs en magasin-. Les r\u00e9seaux doivent former des \u00e9quipes et miser sur la disponibilit\u00e9 des vendeurs. il \u00e9tait parfois difficile de trouver un conseiller dans les grands magasins et quand on en tenait un, il n’\u00e9tait pas forc\u00e9ment form\u00e9 pour r\u00e9pondre aux attentes des clients (en particulier dans le secteur technologique mais pas seulement).
Dans le magasin de demain, le client cherchera la confirmation que son achat est pertinent, il a besoin d’\u00eatre rassur\u00e9 pas seulement sur les donn\u00e9es techniques mais aussi sur le pourquoi du prix plus \u00e9lev\u00e9 de tel ou tel produit (les indications techniques ne sont pas toujours suffisantes). S’il h\u00e9site entre plusieurs articles, seul un vendeur comp\u00e9tent saura l’orienter en fonction de son v\u00e9ritable besoin. Et ce n’est pas que dans les secteurs techniques. Une femme a souvent besoin de conseil pour savoir si le pull turquoise qu’elle a vu sur le site lui va : le conseil d’une vendeuse confirm\u00e9e saura lui faire prendre la d\u00e9cision. De m\u00eame dans les r\u00e9seaux de beaut\u00e9<\/a>, les conseill\u00e8res sont form\u00e9es pour r\u00e9pondre aux besoins de chaque femme que ce soit en termes de produits de soin ou de maquillage. Rien ne remplace l’exp\u00e9rience du produit et du contact.
Donc, on voit que l’humain reste un point fondamental dans l’acte d’achat, que la formation des \u00e9quipes de vente devient une priorit\u00e9 m\u00eame s’il est \u00e9vident que la technologie se fait omnipr\u00e9sente. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La technologie permet de cr\u00e9er une relation client encore plus personnalis\u00e9e<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des bornes interactives : un acc\u00e8s aux offres du magasin, la possibilit\u00e9 d’\u00eatre mis en relation imm\u00e9diate avec un conseiller \u00e0 distance et pouvoir obtenir l’article non pr\u00e9sent en magasin. Le r\u00f4le des vendeurs \u00e9volue :  ils sont \u00e9quip\u00e9s de tablettes tactiles pour r\u00e9pondre \u00e0 toute interrogation et identifier le client, connaitre son profil et ainsi mieux r\u00e9pondre \u00e0 son besoin.
En mati\u00e8re de technologie au service de ses clientes, La franchise mode Morgan a \u00e9quip\u00e9 certains magasins de miroirs magiques permettant aux clientes de voir leur reflet et de superposer les v\u00eatements qu’elles veulent essayer et tout cela sans se d\u00e9shabiller !
Les clients cumulent des points et se verra proposer dans le magasin des offres cibl\u00e9es. C’est d\u00e9j\u00e0 le cas chez Sephora avec un outil d\u00e9velopp\u00e9 qui via un Ipod permet aux conseill\u00e8res d’avoir acc\u00e8s \u00e0 tous les achats effectu\u00e9s d’une cliente et donc de pouvoir mieux la conseiller.
Le smartphone est un outil particuli\u00e8rement adapt\u00e9 \u00e0 la localisation : pour exemple, il est 12 h vous \u00eates sur l’art\u00e8re d’une ville et vous recevez un message via votre smartphone pour un coupon de 5% de r\u00e9duction sur votre repas dans une franchise de restauration rapide<\/a> \u00e0 deux pas d’o\u00f9 vous \u00eates. De la science fiction, non c’est d\u00e9j\u00e0 aujourd’hui op\u00e9rationnel au x \u00c9tats Unis. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les Fran\u00e7ais continuent \u00e0 fr\u00e9quenter les magasins car faire des achats reste une d\u00e9marche parfois rationnelle mais aussi irrationnelle quand on veut se faire plaisir.<\/strong> S’il est \u00e9vident que la technologie permet d’avoir un acc\u00e8s \u00e0 l’information (promo, prix, soldes, ventes priv\u00e9es,etc) shopper reste li\u00e9 \u00e0 l’acte d’achat quel que soit le secteur d’activit\u00e9. Les magasins doivent rester attractifs, peaufiner leur accueil et leur d\u00e9cor pour que les clients aient envie de passer la porte<\/strong>. Si l’int\u00e9rieur est \u00e9quip\u00e9 d’outils performants et de conseillers form\u00e9s, l’affaire est gagn\u00e9e !!! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le consommateur du 21\u00e8me si\u00e8cle est surinform\u00e9, multi-connect\u00e9 et fr\u00e9quente les magasins avec une d\u00e9marche diff\u00e9rente. Il y attend des compl\u00e9ments d’informations mais surtout un accompagnement personnalis\u00e9. Comment les r\u00e9seaux de magasins g\u00e8rent cette r\u00e9volution culturelle. D’une part, en faisant du cross canal afin de faire b\u00e9n\u00e9ficier les promos, les offres \u00e0 tous les canaux […]<\/p>\n","protected":false},"author":1,"featured_media":292344,"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-292343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe magasin de demain devra offrir conseils, services et outils high-tech<\/title>\n<meta name=\"description\" content=\"Le consommateur du 21\u00e8me si\u00e8cle est surinform\u00e9, multi-connect\u00e9 et fr\u00e9quente les magasins avec une d\u00e9marche diff\u00e9rente. 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