{"id":1001,"date":"2009-01-25T21:02:18","date_gmt":"2009-01-25T20:02:18","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=1001"},"modified":"2009-01-25T21:07:46","modified_gmt":"2009-01-25T20:07:46","slug":"le-multi-canal","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/01\/25\/le-multi-canal\/","title":{"rendered":"Le multi canal&#8230;"},"content":{"rendered":"<p>Voil\u00e0 un sujet vraiment important.<\/p>\n<p>Je compte en parler dans plusieurs billets.<\/p>\n<p>Ce concept recouvre en fait des situations tr\u00e8s diverses, puisque l&rsquo;id\u00e9e est que si vous vendez par plusieurs canaux, vous faites du multicanal !<\/p>\n<p>Bon, mon sujet \u00e9tant le e-commerce, je m&rsquo;int\u00e9resse plut\u00f4t aux cas ou, parmi les canaux, il y a le web bien s\u00fbr.<\/p>\n<p>Mais l\u00e0 encore, on peut avoir des cas de figures bien diff\u00e9rents :<\/p>\n<ul>\n<li>Un \u00ab\u00a0pur player\u00a0\u00bb internet souhaite diversifier les fa\u00e7ons de vendre. Il d\u00e9cide par exemple d&rsquo;\u00e9diter un catalogue, d&rsquo;ouvrir un magasin&#8230;<\/li>\n<li>A l&rsquo;oppos\u00e9, un distributeur d\u00e9cide de se lancer dans le e-commerce<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>L&rsquo;id\u00e9e du multicanal est de <strong>cr\u00e9er un maximum de synergies entre les canaux<\/strong>.<\/p>\n<p>Exemples :<\/p>\n<ul>\n<li>J&rsquo;ach\u00e8te en ligne, et je peux rapporter le produit dans un magasin proche de chez moi ;<\/li>\n<li>J&rsquo;ach\u00e8te en ligne, et je peux aller chercher le produit dans un magasin ;<\/li>\n<li>Le magasin propose des bornes, pour commander en ligne les produits de la collection, qui ne sont pas en stock.<\/li>\n<li>La carte de fid\u00e9lit\u00e9 est op\u00e9rationnelle, sur tous les canaux.<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>C&rsquo;est bien \u00e9videment une bonne id\u00e9e ! Pour le client, une marque est unique, et il sera bien s\u00fbr tr\u00e8s r\u00e9ceptif \u00e0 la coh\u00e9rence de l&rsquo;offre, sur tous les canaux.<\/p>\n<p>Mais dans la pratique, c&rsquo;est pas forc\u00e9ment simple, ni au niveau management, ni au niveau organisation, ni au niveau des syst\u00e8mes d&rsquo;informations.<\/p>\n<p>Bien \u00e9videment, cela ne veut pas dire qu&rsquo;il ne faut pas y travailler.<\/p>\n<p>Bref, mon objectif dans ce billet est de <strong>faire passer des messages simples<\/strong> :<\/p>\n<ul>\n<li><strong>Oui, le multicanal est une bonne id\u00e9e<\/strong>, et dans bien des cas, le sujet m\u00e9rite d&rsquo;\u00eatre trait\u00e9, et peu permettre d&rsquo;augmenter le chiffre d&rsquo;affaires de l&rsquo;entreprise ;<\/li>\n<li><strong><a title=\"Aller sur le site d'Araok, soci\u00e9t\u00e9 de conseil en e-commerce\" href=\"http:\/\/www.araok.fr\" target=\"_blank\">Araok<\/a> aide plusieurs entreprises dans la r\u00e9flexion et la mise en place de strat\u00e9gie multicanal ;<br \/>\n<\/strong><\/li>\n<\/ul>\n<p>A suivre donc&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voil\u00e0 un sujet vraiment important. Je compte en parler dans plusieurs billets. Ce concept recouvre en fait des situations tr\u00e8s diverses, puisque l&rsquo;id\u00e9e est que si vous vendez par plusieurs canaux, vous faites du multicanal ! Bon, mon sujet \u00e9tant le e-commerce, je m&rsquo;int\u00e9resse plut\u00f4t aux cas ou, parmi les canaux, il y a le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,373,150],"class_list":["post-1001","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing","tag-multicanal"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le multi canal... - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2009\/01\/25\/le-multi-canal\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le multi canal... - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Voil\u00e0 un sujet vraiment important. 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