{"id":292587,"date":"2013-08-06T02:00:00","date_gmt":"2013-08-06T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-cross-canal-est-il-lavenir-du-commerce-de-demain"},"modified":"2013-08-06T02:00:00","modified_gmt":"2013-08-06T01:00:00","slug":"le-cross-canal-est-il-lavenir-du-commerce-de-demain","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-cross-canal-est-il-lavenir-du-commerce-de-demain","title":{"rendered":"Le cross-canal est-il l’avenir du commerce de demain ?"},"content":{"rendered":"
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Le cross-canal consiste \u00e0 passer d’un syst\u00e8me multicanal \u00e0 une logique cross-canal pour commercialiser des produits ou des services. Il s’agit d’une distribution multiforme assur\u00e9e par plusieurs canaux interd\u00e9pendants, dont le r\u00e9seau de magasins et un ou plusieurs sites internet compl\u00e9t\u00e9s par les r\u00e9seaux sociaux et une application mobile. Par rapport au multicanal et \u00e0 sa logique de silos, l’objectif d’une strat\u00e9gie cross-canal est d’aboutir \u00e0 une combinaison des diff\u00e9rents canaux qui reste coh\u00e9rente aux yeux du consommateur.<\/strong> Il faut aussi \u00e9viter une concurrence entre eux et aller vers une synergie bien plus profitable.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une interaction entre les magasins et le online<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La strat\u00e9gie cross canal est de pouvoir individualiser, personnaliser l’offre propos\u00e9e au client<\/strong>. Le consommateur d’aujourd’ hui multiplie les moyens d’acheter : sites marchands, magasins, commande par t\u00e9l\u00e9phone. C’est donc un d\u00e9fi pour les entreprises de pouvoir capter et fid\u00e9liser ce client \u00e0 travers tous les modes d’acquisition d’informations et d’achat. Un client sera d’autant plus fid\u00e8le qu’il pourra utiliser tous les modes mis \u00e0 sa disposition par une enseigne et la marque disposera ainsi de plus d’informations le concernant et sera en mesure de le satisfaire personnellement. Du point de vue marketing, il sera possible de bien cibler le client et de lui proposer ce qu’il attend o\u00f9 il l’attend<\/strong>. Surinform\u00e9 via le web, le client fr\u00e9quente le magasin physique et fait appel aux vendeurs pour confirmer un choix (surtout sur les produits high tech) ou compl\u00e9ter des informations. Une difficult\u00e9 majeure rencontr\u00e9e par les vendeurs qui ne peuvent \u00e9videmment pas connaitre tous les produits propos\u00e9s.
Un challenge pour les entreprises de distribution qui devront maintenant int\u00e9grer internet dans leur sch\u00e9ma d’organisation globale <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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G\u00e9rer la probl\u00e9matique cross canal dans l’entreprise<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le cross-canal qui met tous les services de l’entreprise en interaction. Que ce soit dans la structure de l’offre que dans la segmentation marketing client, syst\u00e8me d’information, logistique, le fonctionnement doit \u00eatre homog\u00e9n\u00e9is\u00e9 dans un seul but : construire des offres adapt\u00e9es et rentables<\/strong>. Il faut donc pour les entreprises repenser leur fonctionnement. Ce sera plus facile dans le cadre d’une entreprise \u00e0 fonctionnement horizontale. Il est indispensable d’avoir un pilotage transverse des activit\u00e9s \u00ab cross canal \u00bb. On constate souvent que chaque canal a ses r\u00e9f\u00e9rentiels et qu’il est difficile de synchroniser les informations issues des diff\u00e9rents canaux. Une r\u00e9volution dans beaucoup d’entreprises qui devront remettre en cause leur organisation et investir : supply chain commune, objectifs budg\u00e9taires communs, nouvelles comp\u00e9tences m\u00e9tiers, etc car il faut interconnecter tous les \u00e9l\u00e9ments entre eux. Une nouvelle culture d’entreprise \u00e0 mettre en place souvent plus difficile que les mutations technologiques elles-m\u00eames. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bien maitriser les diff\u00e9rents business models<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les r\u00e9seaux de franchise doivent mettre en place des strat\u00e9gies pour permettre aux points de vente de gagner de l’argent en apportant une valeur ajout\u00e9e (service, conseils, promo sp\u00e9cifique, gamme diff\u00e9rente). Tr\u00e8s attach\u00e9s \u00e0 leurs points de vente, les franchiseurs craignent que le cross-canal entrainent une diminution de l’activit\u00e9 en magasin, ce qui est le contraire \u00e0 condition de bien maitriser les diff\u00e9rents canaux pour qu’ils s’alimentent l’un l’autres.
La strat\u00e9gie cross-canal est un moyen efficace pour cr\u00e9er du business en magasin en recrutant et fid\u00e9lisant de nouveaux clients.  En allant chercher en magasin un produit command\u00e9 sur le net, un client va pousser la porte d’une enseigne qu’il n’a jamais fr\u00e9quent\u00e9 et y d\u00e9couvrir en live d’autres produits. C’est un nouveau canal de prospection pour les distributeurs. Aux points de vente ensuite de donner envie \u00e0 ce prospect de revenir sachant qu’il devra y trouver les m\u00eames r\u00e9f\u00e9rentiels que sur le net (prix, promo, etc..) . Un client d\u00e9j\u00e0 bien identifi\u00e9 via ses commandes sur le site marchand pourra \u00eatre d\u00e9march\u00e9 pour \u00eatre orienter vers le magasin le plus proche de chez lui avec une offre cibl\u00e9e. Toute cette interaction doit cependant \u00eatre parfaitement maitris\u00e9e pour bien fonctionner car il faudra que l’ensemble des process (marketing et logistique) suive pour qu’\u00e0 l’arriv\u00e9e, il n’y ait pas de couac. En effet, la multiplication des canaux de vente va engendrer in\u00e9vitablement de nouvelles probl\u00e9matiques de gestion de stock ou d’informations en temps r\u00e9el. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le cross-canal n’en est qu’\u00e0 ses d\u00e9buts et toutes les entreprises l’ont compris mais peu l’ont inscrit dans la dur\u00e9e ni dans sa globalit\u00e9. Plus qu’une \u00e9volution dans la fa\u00e7on de commercialiser services et produits, c’est un nouveau mod\u00e8le \u00e9conomique qui voit le jour et qui aura besoin de temps pour montrer sa v\u00e9ritable efficacit\u00e9 \u00e9conomique. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise ne fait pas exception et  les r\u00e9seaux de franchise travaillent sur la strat\u00e9gie cross-canal afin d’am\u00e9liorer la performance de leurs franchis\u00e9s. <\/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><\/span> ?<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le cross-canal consiste \u00e0 passer d’un syst\u00e8me multicanal \u00e0 une logique cross-canal pour commercialiser des produits ou des services. Il s’agit d’une distribution multiforme assur\u00e9e par plusieurs canaux interd\u00e9pendants, dont le r\u00e9seau de magasins et un ou plusieurs sites internet compl\u00e9t\u00e9s par les r\u00e9seaux sociaux et une application mobile. Par rapport au multicanal et \u00e0 […]<\/p>\n","protected":false},"author":1,"featured_media":292588,"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-292587","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 cross-canal est-il l'avenir du commerce de demain ?<\/title>\n<meta name=\"description\" content=\"Le cross-canal consiste \u00e0 passer d'un syst\u00e8me multicanal \u00e0 une logique cross-canal pour commercialiser des produits ou des services. 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