{"id":4519,"date":"2011-01-17T09:22:39","date_gmt":"2011-01-17T08:22:39","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4519"},"modified":"2011-01-17T23:25:39","modified_gmt":"2011-01-17T22:25:39","slug":"tour-des-sites-1h-avant-les-soldes","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/01\/17\/tour-des-sites-1h-avant-les-soldes\/","title":{"rendered":"Tour des sites 1h avant les Soldes"},"content":{"rendered":"

Cet article est \u00e9crit par Antoine d\u2019Arifat<\/a>, DG de Brand Online Commerce<\/a>, invit\u00e9 de Fran\u00e7ois sur ce blog.<\/em><\/p>\n

Dans la vie d\u2019un e-commer\u00e7ant les grosses bascules sont courantes :
\n– des bascules techniques : changement de version ou pire changement de plateforme,
\n– des bascules commerciales : arriv\u00e9e de la nouvelle collection ou d\u00e9marrage des soldes.
\nCette derni\u00e8re est tr\u00e8s d\u00e9licate car elle se trouve juste avant un pic de business tr\u00e8s important.<\/p>\n

Face \u00e0 cette \u00e9ch\u00e9ance chacun joue de sa strat\u00e9gie, de ses moyens et du respect de la r\u00e9glementation. La r\u00e9glementation stipule une ouverture des soldes \u00e0 8h du matin.
\nJe vous propose un parcours de captures d\u2019\u00e9cran faites entre 7h et 8h du matin le premier jour des soldes.<\/p>\n

Voici une premi\u00e8re s\u00e9rie d\u2019acteurs qui ont opt\u00e9 pour une ouverture un peu avant 8h avec une page d\u2019accueil orient\u00e9 soldes. Ce sont un peu des \u00ab\u00a0mauvais \u00e9l\u00e8ves\u00a0\u00bb car ils n\u2019ont pas attendu le top d\u00e9part pour se lancer.
\n\"\"<\/a>Dans ce domaine, La Redoute<\/strong> a bien fait les choses et propose m\u00eame des facilit\u00e9s de paiement sur 3 mois. Imparable.<\/p>\n

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

\"\"<\/a>Chez Verbaudet <\/strong>et Cyrillus<\/strong> on n’a pas perdu de temps non plus. Le dispositif est bien en place. A priori il pourrait s\u2019agir d\u2019une politique globale du groupe Redcats<\/strong>.
\n\"\"<\/a>Les Soldes c\u2019est parti aussi chez Etam<\/strong>.
\n\"\"<\/a>Cot\u00e9 Zara<\/strong> c\u2019est plus sobre mais les soldes sont bien l\u00e0 un peu avant l’heure.
\n\"\"<\/a>On est aussi \u00e0 l\u2019attaque chez Sarenza<\/strong>.
\n\"\"<\/a>Contrairement \u00e0 Spartoo<\/strong> qui a jou\u00e9 les \u00ab\u00a0bons \u00e9l\u00e8ves\u00a0\u00bb.<\/p>\n

Cot\u00e9 \u00ab\u00a0bons \u00e9l\u00e8ves\u00a0\u00bb on distingue deux cat\u00e9gories : ceux qui ont opt\u00e9 pour une page d\u2019attente interdisant l\u2019acc\u00e8s au site et ceux qui ont fait la bascule \u00ab\u00a0\u00e0 chaud\u00a0\u00bb apr\u00e8s 8h.<\/p>\n

Voici quelques exemples de ceux qui ont opt\u00e9 pour un gel du site avec juste une page d\u2019attente.
\n\"\"<\/a>Petit Bateau<\/strong>. On est dans l\u2019esprit de la marque mais on peut regretter que la page ne soit pas plus orient\u00e9e soldes.
\n\"\"<\/a>C\u00e9lio<\/strong>. Belle ex\u00e9cution avec un minuteur qui fait tout de suite monter la tension. Ici les soldes sont un \u00e9v\u00e8nement.
\n\"\"<\/a>Naf Naf<\/strong>. C\u2019est plus sobre mais l\u2019heure d\u2019ouverture est au moins indiqu\u00e9e.<\/p>\n

\"\"<\/a>C\u2019est le Rush des SOLD3S chez les 3Suisses<\/strong> ! La jolie page d\u2019attente nous dit que des clientes font d\u00e9j\u00e0 leur shopping. Difficile de savoir si c\u2019est vrai ou pas puisque j\u2019ai eu le droit \u00e0 cette page toute la matin\u00e9e.<\/p>\n

\"\"<\/a>Chez Promod<\/strong> on a le droit \u00e0 une page internationale qui ne dit pas la m\u00eame chose en fonction de la langue.<\/p>\n

Beaucoup d\u2019acteurs ont fait des bascules \u00ab\u00a0\u00e0 chaud\u00a0\u00bb :\u00a0 Sequoia Paris<\/a> \u00e0 bascul\u00e9 \u00e0 8h pile, Lacoste<\/a> vers 8h20…<\/p>\n

Je ne vous ai pas fait de copie d\u2019\u00e9cran, l\u2019int\u00e9r\u00eat est moindre dans ce cas de figure. Par bascules \u00ab\u00a0\u00e0 chaud\u00a0\u00bb, comprenez des bascules en plein pic d\u2019affluence. C\u2019est risqu\u00e9 mais respectueux de la r\u00e9glementation.<\/p>\n

Il reste quelques autres cat\u00e9gories d\u2019acteurs :<\/p>\n

\"\"<\/a>– ceux qui ont lanc\u00e9 les soldes avant l\u2019heure mais ont gard\u00e9 une home neutre comme Bonpoint<\/strong>,\"\"<\/a>– ceux qui ont bascul\u00e9 plus tard dans la journ\u00e9e comme Kipling<\/strong> qui proposait un code promo avec -25% de remise jusqu\u2019au 11\/1 le matin des soldes,
\n– enfin ceux pour qui les soldes ne sont pas prioritaires comme Longchamp. Ce n\u2019\u00e9tait pas le cas pour les pr\u00e9c\u00e9dentes saisons. Mais quand il ne reste que quelques pi\u00e8ces car la collection s\u2019est bien vendue, cela a du sens.<\/p>\n

En conclusion, basculer en mode solde n\u2019est pas une mince affaire et chacun se voit oblig\u00e9 de prendre des risques avec le plus souvent des impacts financiers importants.
\nUn seul conseil, n\u2019ajoutez pas trop, \u00e0 la pression naturelle, de grosses op\u00e9rations marketing qui ferait exploser le trafic. Les mauvaises surprises sont souvent \u00e0 la cl\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

Basculer en mode solde n\u2019est pas une mince affaire et chacun se voit oblig\u00e9 de prendre des risques. Voici un tour d’horizon entre 7 et 8h le 12 janvier dernier.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2,7],"tags":[],"class_list":["post-4519","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing"],"yoast_head":"\nTour des sites 1h avant les Soldes - 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\/2011\/01\/17\/tour-des-sites-1h-avant-les-soldes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tour des sites 1h avant les Soldes - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Basculer en mode solde n\u2019est pas une mince affaire et chacun se voit oblig\u00e9 de prendre des risques. 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