{"id":2031,"date":"2009-11-02T01:20:52","date_gmt":"2009-11-01T23:20:52","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2031"},"modified":"2009-11-02T01:20:52","modified_gmt":"2009-11-01T23:20:52","slug":"le-multi-canal-2","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/11\/02\/le-multi-canal-2\/","title":{"rendered":"Le multi canal&#8230;"},"content":{"rendered":"<p>On parle de e-commerce, mais pour la plupart des entreprises, la vente, c&rsquo;est du multi canal.<\/p>\n<p>C&rsquo;est \u00e0 dire : vendre via diff\u00e9rents canaux : magasin, catalogue, e-commerce, via d&rsquo;autres distributeurs, &#8230;<\/p>\n<p>Vu comme \u00e7a, le e-commerce n&rsquo;est plus qu&rsquo;un canal parmi les autres, et c&rsquo;est tr\u00e8s bien de se rappeler \u00e7a r\u00e9guli\u00e8rement.<\/p>\n<p>Maintenant, l&rsquo;entreprise qui vend est unique, tout comme le client :<\/p>\n<p>Les canaux ont beau \u00eatre multiples, pour le client, la relation avec l&rsquo;entreprise est unique, et si \u00e7a ne se passe pas comme \u00e7a, le client ne comprend pas&#8230;<\/p>\n<p>Exemple :<\/p>\n<blockquote><p>J&rsquo;ach\u00e8te en ligne, mais si j&rsquo;ai un probl\u00e8me avec le produit, je veux pouvoir le rammener au service apr\u00e8s vente du magasin ;<\/p>\n<p>De m\u00eame : j&rsquo;ach\u00e8te dans le magasin mais si j&rsquo;ai besoin, je peux faire appel au SAV de la boutique en ligne ;<\/p>\n<p>&#8230;<\/p><\/blockquote>\n<p>Le multi canal est un sujet passionnant et pas si simple que \u00e7a :<\/p>\n<ul>\n<li>Comment construire une offre parfaitement coh\u00e9rente entre les canaux, alors que l&rsquo;\u00e9tat de la concurrence n&rsquo;est pas \u00e9quivalent, d&rsquo;un canal \u00e0 l&rsquo;autre ?<\/li>\n<li>Comment apporter un service de qualit\u00e9, simple pour le client, sans faire exploser les co\u00fbts et la complexit\u00e9 de pr\u00e9paration ? Exemple : comment permettre au client d&rsquo;acheter en ligne et retirer son produit en magasin ?<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Pas de r\u00e9ponse magique, il faut travailler les sujets point par point, et monter l&rsquo;offre dans la dur\u00e9e, \u00e9tape par \u00e9tape.<\/p>\n<p>Un bien beau sujet, qu&rsquo;<a title=\"Aller sur la page d'accueil d'Araok\" href=\"http:\/\/www.araok.com\" target=\"_blank\">Araok<\/a> travaille avec plusieurs r\u00e9f\u00e9rences&#8230; et dont je vous reparlerais, c&rsquo;est s\u00fbr !<\/p>\n<blockquote><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>On parle de e-commerce, mais pour la plupart des entreprises, la vente, c&rsquo;est du multi canal. C&rsquo;est \u00e0 dire : vendre via diff\u00e9rents canaux : magasin, catalogue, e-commerce, via d&rsquo;autres distributeurs, &#8230; Vu comme \u00e7a, le e-commerce n&rsquo;est plus qu&rsquo;un canal parmi les autres, et c&rsquo;est tr\u00e8s bien de se rappeler \u00e7a r\u00e9guli\u00e8rement. Maintenant, l&rsquo;entreprise [&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":[379,371,373,178,109],"class_list":["post-2031","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing","tag-multi-canal","tag-strategie"],"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\/11\/02\/le-multi-canal-2\/\" \/>\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=\"On parle de e-commerce, mais pour la plupart des entreprises, la vente, c&rsquo;est du multi canal. 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