{"id":4660,"date":"2011-02-03T08:56:15","date_gmt":"2011-02-03T07:56:15","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4660"},"modified":"2011-02-03T08:56:15","modified_gmt":"2011-02-03T07:56:15","slug":"lacoste-fr-invente-loffre-exclusive-temporaire-illimitee","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/","title":{"rendered":"Lacoste.fr invente l&rsquo;offre exclusive temporaire illimit\u00e9e !"},"content":{"rendered":"<blockquote><p><em>Cet article est \u00e9crit par <a href=\"http:\/\/fr.linkedin.com\/in\/christophedavy\" target=\"_blank\">Christophe         Davy<\/a>, dirigeant de <a href=\"http:\/\/www.brandonlinecommerce.com\/\" target=\"_blank\">Brand         Online Commerce<\/a>, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce      blog.<\/em><\/p><\/blockquote>\n<p style=\"text-align: left\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/crocodiles-color\u00e9s.jpg\"><\/a><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/crocodiles-color\u00e9s1.jpg\"><img decoding=\"async\" class=\"size-medium wp-image-4671 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/crocodiles-color\u00e9s1-300x147.jpg\" alt=\"crocodiles color\u00e9s\" width=\"300\" height=\"147\" \/><\/a><br \/>\nEn septembre 2010, j&rsquo;avais eu l&rsquo;occasion de <a href=\"http:\/\/www.ziserman.com\/blog\/2010\/09\/21\/le-dernier-email-lacoste-a-mal-a-son-francais\/\" target=\"_blank\">me moquer gentillement du faible niveau de fran\u00e7ais d&rsquo;une newsletter Lacoste<\/a> : beaucoup de fautes d&rsquo;orthographe et de grammaire en un seul email ! Et m\u00eame si le niveau de fran\u00e7ais s&rsquo;est nettement am\u00e9lior\u00e9 dans les newsletters suivantes, Google Traduction a encore s\u00e9vit, comme par exemple ce 18 janvier 2011 o\u00f9 la marque nous fait le coup de <a href=\"http:\/\/www.vodkaster.com\/Films\/La-Verite-si-je-mens-!-2\/623\" target=\"_blank\">l&rsquo;erreur de contr\u00f4le dans La v\u00e9rit\u00e9 si je mens 2<\/a> en s&rsquo;attaquant, dans l&rsquo;objet du mail, \u00e0 la taille de ses produits plut\u00f4t qu&rsquo;\u00e0 leur prix :<\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-polos-r\u00e9duits.jpg\"><\/a><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-polos-r\u00e9duits1.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4676\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-polos-r\u00e9duits1.jpg\" alt=\"Lacoste - polos r\u00e9duits\" width=\"340\" height=\"42\" \/><\/a><\/p>\n<p style=\"text-align: left\">Plus int\u00e9ressant, Lacoste a invent\u00e9 depuis quelques mois un concept commercial r\u00e9volutionnaire :<strong> l&rsquo;offre exclusive temporaire illimit\u00e9e<\/strong> !<\/p>\n<p style=\"text-align: left\">Ca commence dans la newsletter du 10 octobre 2010, en bas de l&#8217;email :<\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu11.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4667\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu11.jpg\" alt=\"Lacoste exclu\" width=\"532\" height=\"123\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu11.jpg 532w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu11-300x69.jpg 300w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/><\/a><\/p>\n<p style=\"text-align: left\">Les frais de livraison offerts sur une p\u00e9riode de 3 semaines, en plein mois d&rsquo;octobre, <strong>voil\u00e0 une m\u00e9canique promotionnelle classique<\/strong> pour favoriser des achats d&rsquo;impulsion avant la p\u00e9riode des f\u00eates de fin d&rsquo;ann\u00e9e. L&#8217;email datant du 10 octobre, le consommateur que je suis comprend qu&rsquo;il a jusqu&rsquo;\u00e0 la fin du mois pour b\u00e9n\u00e9ficier de l&rsquo;offre.<\/p>\n<p style=\"text-align: left\">Jusque l\u00e0, du pur e-commerce r\u00e9cit\u00e9 dans le texte, si ce n&rsquo;est que<strong> j&rsquo;aurais plut\u00f4t communiqu\u00e9 sur la date de fin de l&rsquo;offre<\/strong> (en l&rsquo;occurrence le 31 octobre) plut\u00f4t que sur une dur\u00e9e (3 semaines apr\u00e8s r\u00e9ception de cet email).<\/p>\n<p style=\"text-align: left\">L\u00e0 o\u00f9 cela devient beaucoup moins \u00ab\u00a0exclusif\u00a0\u00bb, c&rsquo;est quand on s&rsquo;aper\u00e7oit que <strong>les 3 semaines sont glissantes et que l&rsquo;offre n&rsquo;a en fait jamais de fin !<\/strong><\/p>\n<p style=\"text-align: left\">En effet, le17 octobre, on nous ressert le m\u00eame bloc en fin d&#8217;email ! Et l\u00e0, les 3 semaines nous m\u00e8nent jusqu&rsquo;au 7 novembre&#8230;<\/p>\n<p style=\"text-align: left\">Et le 16 novembre, apr\u00e8s deux newsletters muettes sur le sujet, l&rsquo;offre est de retour, par\u00e9e d&rsquo;une nouvelle couleur (\u00e7a doit \u00eatre \u00e7a le c\u00f4t\u00e9 exclusif&#8230;) :<\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4678 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu2.jpg\" alt=\"Lacoste exclu\" width=\"560\" height=\"145\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu2.jpg 560w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu2-300x77.jpg 300w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/a><\/p>\n<p style=\"text-align: left\">Et \u00e7a continue d&#8217;emails en emails (avec juste au moment de No\u00ebl une offre diff\u00e9rente, portant sur les frais de port express), avec toujours plus de nouvelles couleurs :<\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4682 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu3.jpg\" alt=\"Lacoste exclu\" width=\"564\" height=\"148\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu3.jpg 564w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu3-300x78.jpg 300w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/><\/a><\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4683 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu4.jpg\" alt=\"Lacoste exclu\" width=\"189\" height=\"72\" \/><\/a><\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu5.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4684 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu5.jpg\" alt=\"Lacoste exclu\" width=\"535\" height=\"121\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu5.jpg 535w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu5-300x67.jpg 300w\" sizes=\"(max-width: 535px) 100vw, 535px\" \/><\/a><\/p>\n<p style=\"text-align: left\">Et un dernier pr\u00e9sent dans l&#8217;email re\u00e7u ce 1er f\u00e9vrier 2011 :<\/p>\n<p style=\"text-align: center\"><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu6.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4685 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu6.jpg\" alt=\"Lacoste exclu\" width=\"529\" height=\"119\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu6.jpg 529w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu6-300x67.jpg 300w\" sizes=\"(max-width: 529px) 100vw, 529px\" \/><\/a><\/p>\n<p style=\"text-align: left\">Au final, une collection de blocs promotionnels presque aussi large qu&rsquo;une collection de polos de la marque !<\/p>\n<p style=\"text-align: left\">Et l<strong>e m\u00eame code promotionnel depuis maintenant 4 mois <\/strong>(NEWSLETTER) : cela tue d\u00e9finitivement le c\u00f4t\u00e9 exclusif de l&rsquo;offre, vous ne trouvez pas ?<\/p>\n<p style=\"text-align: left\">D&rsquo;un point de vue commercial, on peut se demander si, quitte \u00e0 offrir les frais de livraison de mani\u00e8re r\u00e9currente \u00e0 \u00e0 peu pr\u00e8s tout le monde, <strong>la marque ne ferait pas mieux d&rsquo;en faire un v\u00e9ritable argument commercial \u00ab\u00a0\u00e0 la Zappos\u00a0\u00bb<\/strong> en affichant partout sur son site cet avantage permanent, plut\u00f4t que de le reconduire b\u00eatement pour \u00ab\u00a03 semaines\u00a0\u00bb de mail en mail&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. En septembre 2010, j&rsquo;avais eu l&rsquo;occasion de me moquer gentillement du faible niveau de fran\u00e7ais d&rsquo;une newsletter Lacoste : beaucoup de fautes d&rsquo;orthographe et de grammaire en un seul email ! Et m\u00eame si [&hellip;]<\/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-4660","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-e-marketing","tag-lacoste"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lacoste.fr invente l&#039;offre exclusive temporaire illimit\u00e9e ! - 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\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lacoste.fr invente l&#039;offre exclusive temporaire illimit\u00e9e ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. En septembre 2010, j&rsquo;avais eu l&rsquo;occasion de me moquer gentillement du faible niveau de fran\u00e7ais d&rsquo;une newsletter Lacoste : beaucoup de fautes d&rsquo;orthographe et de grammaire en un seul email ! Et m\u00eame si [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2011-02-03T07:56:15+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/crocodiles-color\u00e9s1-300x147.jpg\" \/>\n<meta name=\"author\" content=\"Christophe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ziserman\" \/>\n<meta name=\"twitter:site\" content=\"@ziserman\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christophe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/\"},\"author\":{\"name\":\"Christophe\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/930f90aefcb49223686bfe173dee694c\"},\"headline\":\"Lacoste.fr invente l&rsquo;offre exclusive temporaire illimit\u00e9e !\",\"datePublished\":\"2011-02-03T07:56:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/\"},\"wordCount\":518,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.ziserman.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/02\\\/Lacoste-exclu11.jpg\",\"keywords\":[\"e-commerce\",\"e-marketing\",\"Lacoste\"],\"articleSection\":[\"e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/02\\\/03\\\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\\\/\",\"name\":\"Lacoste.fr invente l'offre exclusive temporaire illimit\u00e9e ! 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En septembre 2010, j&rsquo;avais eu l&rsquo;occasion de me moquer gentillement du faible niveau de fran\u00e7ais d&rsquo;une newsletter Lacoste : beaucoup de fautes d&rsquo;orthographe et de grammaire en un seul email ! Et m\u00eame si [&hellip;]","og_url":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/","og_site_name":"Ziserman.com","article_published_time":"2011-02-03T07:56:15+00:00","og_image":[{"url":"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/crocodiles-color\u00e9s1-300x147.jpg","type":"","width":"","height":""}],"author":"Christophe","twitter_card":"summary_large_image","twitter_creator":"@ziserman","twitter_site":"@ziserman","twitter_misc":{"\u00c9crit par":"Christophe","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/#article","isPartOf":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/"},"author":{"name":"Christophe","@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/930f90aefcb49223686bfe173dee694c"},"headline":"Lacoste.fr invente l&rsquo;offre exclusive temporaire illimit\u00e9e !","datePublished":"2011-02-03T07:56:15+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/"},"wordCount":518,"commentCount":3,"publisher":{"@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72"},"image":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/#primaryimage"},"thumbnailUrl":"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/02\/Lacoste-exclu11.jpg","keywords":["e-commerce","e-marketing","Lacoste"],"articleSection":["e-commerce"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/","url":"https:\/\/www.ziserman.com\/blog\/2011\/02\/03\/lacoste-fr-invente-loffre-exclusive-temporaire-illimitee\/","name":"Lacoste.fr invente l'offre exclusive temporaire illimit\u00e9e ! 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