{"id":292967,"date":"2013-02-23T01:00:00","date_gmt":"2013-02-23T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-victoire-dinternet-sur-les-magasins-naura-pas-lieu"},"modified":"2013-02-23T01:00:00","modified_gmt":"2013-02-23T00:00:00","slug":"la-victoire-dinternet-sur-les-magasins-naura-pas-lieu","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-victoire-dinternet-sur-les-magasins-naura-pas-lieu","title":{"rendered":"La victoire d’internet sur les magasins n’aura pas lieu"},"content":{"rendered":"
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Les m\u00e9dias mettent sans arr\u00eat en avant la progression \u00e0 deux chiffres d’Internet . Aux dires de certains, les magasins physiques de la distribution prendraient le chemin de l’obsolescence. Pourtant\u00a02012 n’a pas vu baisser la fr\u00e9quentation des magasins de mani\u00e8re significative et Internet tout apportant une nouvelle exp\u00e9rience mais n’a pas emp\u00each\u00e9 les Fran\u00e7ais de shopper <\/strong>.
2012 a vu Internet se mettre au service des magasins. 2013 enfoncera le clou : Internet fera all\u00e9geance aux magasins physiques. C’est ce qu’affirme J\u00e9r\u00e9mie Herscovic, Pr\u00e9sident de Socloz.com dans une tribune libre sous le titre \u00ab 2013 : la victoire par K.O des magasins sur Internet ? \u00bb<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des chiffres qui parlent et des tendances de consommation qui s’affirment<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Internet ne repr\u00e9sente que 8% des ventes de d\u00e9tail contre 92% pour les magasins physiques <\/strong>! Dans les pays o\u00f9 l’e-commerce est plus avanc\u00e9, il ne repr\u00e9sente pas forc\u00e9ment un poids plus important (pas plus de 10%). <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En 2012 a \u00e9merg\u00e9 le web-to-store : tendance d\u00e9signant les personnes r\u00e9alisant des recherches en ligne avant d’acheter en magasin <\/strong>(soit 75% des internautes). Les freins \u00e0 l’achat sur Internet sont justement \u00e0 l’origine de son \u00e9mergence, car le web ne permet pas toujours de finaliser ses achats correctement. Une grande partie des consommateurs souhaite toucher et voir les produits avant de les acheter et Internet ne peut le faire<\/strong>. Il est alors utilis\u00e9 non pas comme un canal d’achat mais comme une source d’informations.
Autre ph\u00e9nom\u00e8ne qui va dans le sens des magasins, Une bonne partie des pure players s’est associ\u00e9e \u00e0 des r\u00e9seaux de distribution afin de devenir rentable. PixMania ou CDiscount. La majorit\u00e9 a m\u00eame ouvert des points de vente. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les r\u00e9seaux physiques qui n’ont pas surv\u00e9cu (Virgin et Surcouf) sont les cons\u00e9quences d’erreur strat\u00e9gique li\u00e9e \u00e0 un positionnement trop expos\u00e9 aux cat\u00e9gories de produits les plus achet\u00e9es sur Internet. :les cat\u00e9gories ne n\u00e9cessitant pas de toucher et de voir un produit comme le tourisme, les produits culturels (CD, livres), etc. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Emergence et d\u00e9veloppement du Web to store<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les grandes enseignes ont \u00e9t\u00e9 les premi\u00e8res \u00e0 se lancer et test\u00e9 les divers dispositifs web-to-store possibles : affichages des stocks, r\u00e9servations en ligne, r\u00e9f\u00e9rencement sur des assistants pre-shopping et autres services de couponing. L’absence de syst\u00e8me de suivi fiable, et donc de mesure du retour sur investissement, n’a pas permis d’identifier l’efficacit\u00e9 de chacun des dispositifs.<\/strong>
Concernant les r\u00e9seaux de commerce de proximit\u00e9, un bon nombre d’entre eux ont d\u00e9j\u00e0 initi\u00e9 une strat\u00e9gie e-commerce afin d’\u00e9tendre leur zone de chalandise. Une estimation d\u00e9nombre d’ores et d\u00e9j\u00e0 5 000 commer\u00e7ants de proximit\u00e9 sur 150 0004 disposant d’un site marchand m\u00eame s’ils ne sont encore pas au niveau des grandes enseignes.
Le web-to-store d\u00e9montre que le consommateur veut b\u00e9n\u00e9ficier du plus des 2 modes de distribution : la facilit\u00e9 d’usage d’Internet et l’exp\u00e9rience shopping des r\u00e9seaux physiques.<\/strong> Ainsi, en 2012, la mont\u00e9e en puissance du web-to-store dans les grandes enseignes s’est accompagn\u00e9e d’une r\u00e9flexion et de tests sur la digitalisation des points de vente. : g\u00e9olocalisation en magasin, catalogues interactifs sur bornes, vitrines interactives, miroirs ou applications de simulation de produits, push d’offres personnalis\u00e9es sur le mobile, information produit via QR Code ou NFC, paiement sans contactN\u00e9anmoins, aucune solution claire n’a pu r\u00e9ellement \u00e9merger parce que la digitalisation doit s’accompagner de changement de processus op\u00e9ratoires importants.
A ce titre, le showrooming, tant avanc\u00e9 par les d\u00e9tracteurs du r\u00e9seau physique comme preuve de la d\u00e9sertion des magasins, rel\u00e8ve bien plus de la digitalisation des points de vente qu’une v\u00e9ritable d\u00e9fiance <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Opposer Internet et les magasins n’a pas de sens. Ces canaux se compl\u00e8tent. Internet permet de mieux mailler son territoire et d’adresser le consommateur durant des moments sp\u00e9cifiques pour dynamiser sa consommation. Les magasins physiques, quant \u00e0 eux, constituent l’essence m\u00eame de l’exp\u00e9rience shopping \u00e0 travers l’aventure sensorielle qui y est propos\u00e9e.<\/p>\n

La r\u00e9daction vous conseille cet article :<\/i> Les magasins apprivoisent Internet<\/i><\/a>.<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Les m\u00e9dias mettent sans arr\u00eat en avant la progression \u00e0 deux chiffres d’Internet . Aux dires de certains, les magasins physiques de la distribution prendraient le chemin de l’obsolescence. Pourtant\u00a02012 n’a pas vu baisser la fr\u00e9quentation des magasins de mani\u00e8re significative et Internet tout apportant une nouvelle exp\u00e9rience mais n’a pas emp\u00each\u00e9 les Fran\u00e7ais de […]<\/p>\n","protected":false},"author":1,"featured_media":292968,"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-292967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLa victoire d'internet sur les magasins n'aura pas lieu<\/title>\n<meta name=\"description\" content=\"Les m\u00e9dias mettent sans arr\u00eat en avant la progression \u00e0 deux chiffres d'Internet . 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