{"id":2706,"date":"2010-03-15T21:32:52","date_gmt":"2010-03-15T20:32:52","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2706"},"modified":"2010-03-15T21:32:52","modified_gmt":"2010-03-15T20:32:52","slug":"multi-canal-mythe-et-realite","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/03\/15\/multi-canal-mythe-et-realite\/","title":{"rendered":"Multi Canal : mythe et r\u00e9alit\u00e9"},"content":{"rendered":"<p>En voila un titre ambitieux !<\/p>\n<p>Bon, d&rsquo;abord, de quoi parlons nous ?<\/p>\n<p>Quand on parle de multi-canal, on peut parler de plusieurs choses :<\/p>\n<ul>\n<li>Publier un site, un service sur plusieurs canaux (Web et mobiles par exemple)<\/li>\n<li>Offrir un service commercial sur plusieurs canaux (Web et magasins physiques par exemple)<\/li>\n<\/ul>\n<p>Dans ce billet, nous parlons du deuxi\u00e8me contexte, en nous concentrant sur l&rsquo;exemple donn\u00e9, vente en ligne et vente en magasin.<\/p>\n<p><strong>C&rsquo;est un point strat\u00e9gique, pour beaucoup d&rsquo;enseignes, beaucoup d&rsquo;entreprises<\/strong>.<\/p>\n<p>La demande \u00e0 la base est simple : <strong>donner au client un service coh\u00e9rent, sur le web ou dans les magasins<\/strong>.<\/p>\n<p>Mais concr\u00e8tement, cela veut dire quoi ?<\/p>\n<p>Cela veut dire potentiellement plusieurs choses :<\/p>\n<ul>\n<li>Avoir une <strong>exp\u00e9rience d&rsquo;achat coh\u00e9rente<\/strong><\/li>\n<li>Avoir un <strong>service apr\u00e8s vente homog\u00e8ne<\/strong> sur tous les canaux<\/li>\n<\/ul>\n<h3>Exp\u00e9rience d&rsquo;achat coh\u00e9rente<\/h3>\n<p>Pour faire cela, il faut d\u00e9j\u00e0 que le catalogue, en magasin ou en ligne soit le m\u00eame.<br \/>\nCela peut parra\u00eetre simple, mais \u00e7a ne l&rsquo;est pas forc\u00e9ment tant que \u00e7a, pour plusieurs raisons. Exemples :<\/p>\n<ul>\n<li>Certains produits peuvent ne pas \u00eatre simple \u00e0 vendre en ligne (transport, conservation)<\/li>\n<li>Il peut \u00eatre judicieux de \u00ab\u00a0packager\u00a0\u00bb les produits diff\u00e9remment suivant les canaux<\/li>\n<li>Enfin, la construction du syst\u00e8me informatique peut avoir conduit \u00e0 avoir plusieurs catalogues, non synchronis\u00e9s<\/li>\n<\/ul>\n<p>En fait, la raison principale qui peut amener \u00e0 avoir une offre diff\u00e9rente, au del\u00e0 des probl\u00e8mes techniques, c&rsquo;est la performance commerciale.<\/p>\n<p>Et oui, comme l&rsquo;espace concurrentiel n&rsquo;est pas du tout le m\u00eame, entre la vente en ligne et les magasins physiques, il est normal que l&rsquo;offre soit sp\u00e9cialis\u00e9e par canal.<\/p>\n<p>On est donc en <strong>face d&rsquo;un dilemme<\/strong> :<\/p>\n<ul>\n<li>Soit on vise avant tout la coh\u00e9rence de l&rsquo;offre, et dans ce cas, on sait qu&rsquo;on va perdre des parts de march\u00e9s ;<\/li>\n<li>Soit on vise l&rsquo;excellence commerciale, par canal, et l&rsquo;on sait que dans ce cas, on va devoir adapter l&rsquo;offre, par canal.<\/li>\n<\/ul>\n<p>C&rsquo;est bien s\u00fbr aux dirigeants de trancher, mais ma conviction, c&rsquo;est que la deuxi\u00e8me piste est tout \u00e0 fait jouable : prioriser la performance commercial et adapter l&rsquo;offre \u00e0  chaque canal, et maintenir une \u00ab\u00a0perception de coh\u00e9rence\u00a0\u00bb.<\/p>\n<h3>Service apr\u00e8s vente homog\u00e8ne<\/h3>\n<p>Le plus simple pour appr\u00e9hender ce point, c&rsquo;est de partir de sc\u00e9narios concr\u00eats :<br \/>\nPremier exemple : Le client ach\u00e8te le produit en ligne, et ram\u00e8ne son produit \u00e0 son magasin le plus proche.<br \/>\nDeuxi\u00e8me exemple : le client ach\u00e8te en magasin, et contacte le SAV en ligne s&rsquo;il a un probl\u00e8me.<\/p>\n<p>Ca n&rsquo;a peut \u00eatre l&rsquo;air de rien, mais ces exemples ne sont pas si simple \u00e0 traiter.<br \/>\nEn tout cas, il faut y avoir pens\u00e9 avant.<\/p>\n<h3>Et ensuite ?<\/h3>\n<p>Bon, ce billet n&rsquo;est naturellement qu&rsquo;une introduction \u00e0 ce sujet, qui pourrait m\u00e9riter un blog \u00e0 lui tout seul&#8230;<\/p>\n<p>A suivre donc !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En voila un titre ambitieux ! Bon, d&rsquo;abord, de quoi parlons nous ? Quand on parle de multi-canal, on peut parler de plusieurs choses : Publier un site, un service sur plusieurs canaux (Web et mobiles par exemple) Offrir un service commercial sur plusieurs canaux (Web et magasins physiques par exemple) Dans ce billet, nous [&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-2706","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>Multi Canal : mythe et r\u00e9alit\u00e9 - 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\/2010\/03\/15\/multi-canal-mythe-et-realite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Multi Canal : mythe et r\u00e9alit\u00e9 - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"En voila un titre ambitieux ! 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