{"id":329,"date":"2007-11-12T21:57:59","date_gmt":"2007-11-12T20:57:59","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/11\/12\/comment-lentreprise-doit-sorganiser-pour-reussir-sa-mutation-e-commerce\/"},"modified":"2007-11-20T08:04:35","modified_gmt":"2007-11-20T07:04:35","slug":"comment-lentreprise-doit-sorganiser-pour-reussir-sa-mutation-e-commerce","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/11\/12\/comment-lentreprise-doit-sorganiser-pour-reussir-sa-mutation-e-commerce\/","title":{"rendered":"Comment l&rsquo;entreprise doit s&rsquo;organiser pour r\u00e9ussir sa mutation e-commerce ?"},"content":{"rendered":"<p>Prenez une entreprise, qui fabrique de bons produits, peut \u00eatre depuis de nombreuses ann\u00e9es.<\/p>\n<p>Les canaux de distribution sont rod\u00e9s, et les \u00e9quipes marketing et commerciales connaissent leur affaire : une \u00e9quipe pour la vente directe, une \u00e9quipe pour la vente indirecte, &#8230;<\/p>\n<p>Le e-commerce ?<\/p>\n<p>Son rattachement dans l&rsquo;entreprise d\u00e9pend bien souvent non d&rsquo;une vision strat\u00e9gique, mais de la volont\u00e9 d&rsquo;une petite \u00e9quipe, voir d&rsquo;une personne.<\/p>\n<p>Le e-commerce peut ainsi se retrouver rattach\u00e9 \u00e0 :<\/p>\n<ul>\n<li>La direction informatique : \u00ab\u00a0logique : c&rsquo;est elle qui s&rsquo;occupe des syst\u00e8mes informatiques, et un site e-commerce, c&rsquo;est bien un syst\u00e8me informatique, non ?\u00a0\u00bb ;<\/li>\n<li>La direction marketing : \u00ab\u00a0le Web est un outil marketing, bien pris en main par ces \u00e9quipes. Le e-commerce c&rsquo;est naturellement retrouv\u00e9 rattach\u00e9 aux \u00e9quipes qui g\u00e8rent les sites Web. Normal, le e-commerce, c&rsquo;est bien un site web, non ?\u00a0\u00bb ;<\/li>\n<li>La direction commerciale \u00ab\u00a0un site marchand, c&rsquo;est bien un canal de vente, non ?\u00a0\u00bb.<\/li>\n<\/ul>\n<p>Mais pour la plupart des entreprises, le e-commerce est une vrai rupture.<\/p>\n<p>Une vrai rupture car c&rsquo;est un vrai nouveau canal de distribution, avec ses propres r\u00e8gles, un marketing particulier, des processus \u00e0 mettre en place&#8230;<\/p>\n<p>Comme tout nouveau canal, il va commencer par ne pas rapporter tant que \u00e7a, moins que les canaux existants, et dans le m\u00eame temps, il va falloir investir.<\/p>\n<p>C&rsquo;est pour \u00e7a qu&rsquo;\u00e0 mon sens, le e-commerce doit absolument \u00eatre attach\u00e9 \u00e0 la direction g\u00e9n\u00e9rale, directement.<\/p>\n<p>On peut m\u00eame aller un cran plus loin en filialisant carr\u00e9ment l&rsquo;activit\u00e9 e-commerce (tout cel\u00e0 d\u00e9pend bien entendu de la taille, de l&rsquo;organisation et du m\u00e9tier de l&rsquo;entreprise).<\/p>\n<p>Pourquoi rattacher le e-commerce \u00e0 la direction g\u00e9n\u00e9rale ?<\/p>\n<p>Parce que :<\/p>\n<ul>\n<li>Le e-commerce doit \u00eatre guid\u00e9 par une vision strat\u00e9gique (Exemple : \u00ab\u00a0dans 5 ans, on doit faire 30% de notre chiffre d&rsquo;affaires via le e-commerce\u00a0\u00bb) ;<\/li>\n<li>Seul la direction g\u00e9n\u00e9rale peut faire les arbitrages, entre les canaux de ventes (\u00ab\u00a0pourquoi investir autant dans le e-commerce, alors que c&rsquo;est le canal le moins rentable ?\u00a0\u00bb).<\/li>\n<\/ul>\n<p>Maintenant, c&rsquo;est aux directions g\u00e9n\u00e9rales de prendre leurs responsabilit\u00e9s, et si cela ne se passe pas comme \u00e7a chez vous, \u00e0 vous d&rsquo;\u00e9vang\u00e9liser, de devenir le \u00ab\u00a0champion du e-commerce\u00a0\u00bb. Tenez bon et soyez convainquants, p\u00e9dagogues ! L&rsquo;avenir vous donnera raison !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prenez une entreprise, qui fabrique de bons produits, peut \u00eatre depuis de nombreuses ann\u00e9es. Les canaux de distribution sont rod\u00e9s, et les \u00e9quipes marketing et commerciales connaissent leur affaire : une \u00e9quipe pour la vente directe, une \u00e9quipe pour la vente indirecte, &#8230; Le e-commerce ? Son rattachement dans l&rsquo;entreprise d\u00e9pend bien souvent non d&rsquo;une [&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":[2,7],"tags":[371,373],"class_list":["post-329","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment l&#039;entreprise doit s&#039;organiser pour r\u00e9ussir sa mutation e-commerce ? - 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\/2007\/11\/12\/comment-lentreprise-doit-sorganiser-pour-reussir-sa-mutation-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment l&#039;entreprise doit s&#039;organiser pour r\u00e9ussir sa mutation e-commerce ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Prenez une entreprise, qui fabrique de bons produits, peut \u00eatre depuis de nombreuses ann\u00e9es. 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