{"id":4053,"date":"2010-09-21T22:05:52","date_gmt":"2010-09-21T21:05:52","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4053"},"modified":"2010-09-21T22:05:52","modified_gmt":"2010-09-21T21:05:52","slug":"le-dernier-email-lacoste-a-mal-a-son-francais","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/09\/21\/le-dernier-email-lacoste-a-mal-a-son-francais\/","title":{"rendered":"Le dernier email Lacoste a mal \u00e0 son fran\u00e7ais…"},"content":{"rendered":"

Cet article est \u00e9crit par Christophe Davy<\/a>, dirigeant de Brand Online Commerce<\/a>, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog.<\/em><\/p><\/blockquote>\n

<\/a>\"Polos<\/a>
\nPhoto Lacoste.com<\/em><\/p>\n

La boutique en ligne Lacoste, lanc\u00e9e d\u00e9but juin 2010 en Europe, c’est du solide<\/strong> : un gros budget, une tr\u00e8s belle r\u00e9alisation technique, et de grandes ambitions dont j’ai d\u00e9j\u00e0 parl\u00e9<\/a>.<\/p>\n

Le business est g\u00e9r\u00e9 en d\u00e9l\u00e9gation<\/strong> par la soci\u00e9t\u00e9 allemande Netrada<\/a> (disclaimer : ma soci\u00e9t\u00e9 Brand Online Commerce est concurrente de la soci\u00e9t\u00e9 Netrada)<\/em>. Nul doute que l’\u00e9quipe en charge du compte Lacoste doit \u00eatre cons\u00e9quente, en nombre et en qualit\u00e9 des profils.<\/p>\n

N’emp\u00eache, le dernier email re\u00e7u il y a deux jours par les fran\u00e7ais inscrits \u00e0 la newsletter ressemble fort \u00e0 un gros rat\u00e9. Le traducteur en charge de la version fran\u00e7aise de la campagne a d\u00fb prendre ses vacances en septembre<\/strong>, et son rempla\u00e7ant devait \u00eatre un peu d\u00e9bord\u00e9.<\/p>\n

Voici l’email dans son int\u00e9gralit\u00e9 (cliquez sur l’image pour l’agrandir) :<\/p>\n

\"email<\/a><\/p>\n

Et voici un zoom sur la partie la plus croustillante :<\/p>\n

\"email<\/a><\/p>\n

Bien s\u00fbr, les fautes d’orthographe \u00e7a arrive, et on peut en laisser passer une. Mais l\u00e0, on est plus proche des qualit\u00e9s r\u00e9dactionnelles de Google Traduction que de celles d’un humain…<\/strong><\/p>\n

Passe encore la \u00ab\u00a0collection Trop\u00e9e\u00a0\u00bb (au lieu de \u00ab\u00a0Troph\u00e9e\u00a0\u00bb), c’est souvent dans les titres les plus gros que se nichent les plus belles coquilles que personne ne voit, m\u00eame apr\u00e8s plusieurs relectures.<\/p>\n

Le texte en-dessous, \u00e0 le relire, n’est pas tr\u00e8s compr\u00e9hensible, notamment les \u00ab\u00a0details premium\u00a0\u00bb (\u00ab\u00a0d\u00e9tails\u00a0\u00bb sans accent) et les \u00ab\u00a0touches dor\u00e9s\u00a0\u00bb (il manque un e \u00e0 \u00ab\u00a0dor\u00e9es\u00a0\u00bb). – Dit ch\u00e9rie, tu as vu les d\u00e9tails premium des chaussures que je viens de m’acheter ?<\/p>\n

Pas mal non plus, les \u00ab\u00a0En voir plus\u00a0\u00bb situ\u00e9s \u00e0 c\u00f4t\u00e9 des visuels des chaussures. C’est de la traduction mot \u00e0 mot de l’anglais \u00ab\u00a0View more\u00a0\u00bb… En fran\u00e7ais, on \u00e9crirait plut\u00f4t \u00ab\u00a0En savoir plus\u00a0\u00bb, non ?<\/p>\n

Enfin, au-dessus de tout cela, on est heureux d’apprendre que \u00ab\u00a0tous les mod\u00e8les existent en plusieurs coleurs\u00a0\u00bb (au lieu de \u00ab\u00a0couleurs\u00a0\u00bb) !<\/p>\n

Bref, vous l’aurez compris, ce n’est pas du meilleur effet pour une grande marque fran\u00e7aise d’envoyer un email aussi mal r\u00e9dig\u00e9 \u00e0 ses clients et prospects fran\u00e7ais<\/strong> !<\/p>\n

Pourtant, des collaborateurs fran\u00e7ais au marketing ou au e-commerce chez Lacoste, il doit y en avoir un certain nombre. C’est probablement le process de validation de l’email avant envoi qui est \u00e0 revoir, car il n’a pas eu l’efficacit\u00e9 attendue. Et, je le dis et le redis en permanence \u00e0 mes clients et prospects, une grande marque doit garder le contr\u00f4le de toute son activit\u00e9 e-commerce, m\u00eame si elle est sous-trait\u00e9e<\/strong>.<\/p>\n

Et pour finir,\u00a0 je vous ai mis de c\u00f4t\u00e9 la meilleure perle de l’email (que vous avez peut-\u00eatre d\u00e9j\u00e0 not\u00e9e) : vous le connaissez, vous, le \u00ab\u00a0fameux crocodile blanc\u00a0\u00bb ? Parce que pour moi, Lacoste, c’est un fameux crocodile vert…<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. Photo Lacoste.com La boutique en ligne Lacoste, lanc\u00e9e d\u00e9but juin 2010 en Europe, c’est du solide : un gros budget, une tr\u00e8s belle r\u00e9alisation technique, et de grandes ambitions dont j’ai d\u00e9j\u00e0 parl\u00e9. Le […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[371,373,219],"class_list":["post-4053","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-e-marketing","tag-lacoste"],"yoast_head":"\nLe dernier email Lacoste a mal \u00e0 son fran\u00e7ais... - 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\/09\/21\/le-dernier-email-lacoste-a-mal-a-son-francais\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le dernier email Lacoste a mal \u00e0 son fran\u00e7ais... - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. 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