{"id":10947,"date":"2015-06-10T17:17:18","date_gmt":"2015-06-10T15:17:18","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=10947"},"modified":"2015-06-10T17:39:35","modified_gmt":"2015-06-10T15:39:35","slug":"la-webification-des-magasins","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2015\/06\/10\/la-webification-des-magasins\/","title":{"rendered":"La \u00ab\u00a0webification\u00a0\u00bb des magasins"},"content":{"rendered":"

Premi\u00e8re \u00e9tape : Internet arrive. en quelques ann\u00e9es, ce m\u00e9dia se r\u00e9v\u00e8le \u00eatre un super outil pour vendre et pour g\u00e9rer une relation \u00ab\u00a01-2-1\u00a0\u00bb avec les clients.<\/p>\n

Les entreprises\u00a0s’emparent progressivement de ce m\u00e9dia et se mettent au e-commerce.<\/p>\n

Mais comment vendre en ligne ?<\/p>\n

La premi\u00e8re id\u00e9e est d’appliquer ce qu’on sait de la vente \u00ab\u00a0classique\u00a0\u00bb \u00e0 ce nouveau canal. En filant la m\u00e9taphore avec le monde physique, le marketing devient e-marketing : on parle de t\u00eate de gondole, d’animation des rayons, de parcours client, de mise en sc\u00e8ne des produits…<\/p>\n

Et puis le e-commerce se d\u00e9veloppe, et on \u00ab\u00a0apprend en marchant\u00a0\u00bb : le e-marketing se d\u00e9marque du marketing. L’acquisition client est tr\u00e8s sp\u00e9cifique par exemple. Dans le monde physique, la concurrence est g\u00e9ographique. Sur le web, elle est surtout s\u00e9mantique : quels sont les acteurs qui se positionnent sur tels mots cl\u00e9s, li\u00e9s \u00e0 tels produits ?<\/p>\n

Avec l’arriv\u00e9e de pur players, le e-commerce devient un canal \u00e0\u00a0part enti\u00e8re. Pour bien vendre en ligne, les entreprises ont maintenant appris \u00e0 se battre avec les bonnes armes : analytics, canaux d’acquisitions sp\u00e9cifiques, outils de e-merchandising adapt\u00e9s (search, filtres, recommandations de produits, …).<\/p>\n

Tout ce chemin fait qu’aujourd’hui, pas mal d’entreprises ont d\u00e9velopp\u00e9es une culture web.<\/p>\n

Aujourd’hui, cette culture irradie l’ensemble de l’entreprise.<\/p>\n

Auchan devient Auchan.fr<\/a>.<\/p>\n

La web-culture se d\u00e9veloppe partout, et entre dans les magasins.<\/p>\n

Les clients se baladent dans les rayons avec leurs smartphones.<\/p>\n

De plus en plus de magasins sont \u00e9quip\u00e9s de bornes wifi, les vendeurs de tablettes.<\/p>\n

On voit se d\u00e9velopper des caisses connect\u00e9s, ou des bornes Internet.<\/p>\n

Je sais pas vous, mais je trouve cette tendance int\u00e9ressante… Ou cela va-t-il mener ? Quels sont les prochains usages connect\u00e9s en magasin ?<\/p>\n

On parle de\u00a0beaucoup de choses pas tr\u00e8s r\u00e9alistes, faites pour faire le buzz.<\/p>\n

Pendant ce temps l\u00e0, de vrais\u00a0changements s’op\u00e8rent, plut\u00f4t rapidement en fait.<\/p>\n","protected":false},"excerpt":{"rendered":"

Premi\u00e8re \u00e9tape : Internet arrive. en quelques ann\u00e9es, ce m\u00e9dia se r\u00e9v\u00e8le \u00eatre un super outil pour vendre et pour g\u00e9rer une relation \u00ab\u00a01-2-1\u00a0\u00bb avec les clients. Les entreprises\u00a0s’emparent progressivement de ce m\u00e9dia et se mettent au e-commerce. Mais comment vendre en ligne ? La premi\u00e8re id\u00e9e est d’appliquer ce qu’on sait de la vente […]<\/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":[371,378,108],"class_list":["post-10947","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-futur","tag-ruptures"],"yoast_head":"\nLa "webification" des magasins - 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\/2015\/06\/10\/la-webification-des-magasins\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La "webification" des magasins - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Premi\u00e8re \u00e9tape : Internet arrive. en quelques ann\u00e9es, ce m\u00e9dia se r\u00e9v\u00e8le \u00eatre un super outil pour vendre et pour g\u00e9rer une relation \u00ab\u00a01-2-1\u00a0\u00bb avec les clients. 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