{"id":4724,"date":"2011-02-09T10:28:12","date_gmt":"2011-02-09T09:28:12","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4724"},"modified":"2011-02-09T10:29:08","modified_gmt":"2011-02-09T09:29:08","slug":"le-top-5-des-sites-e-commerce-de-marques-cru-2010","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/02\/09\/le-top-5-des-sites-e-commerce-de-marques-cru-2010\/","title":{"rendered":"Le Top 5 des sites e-commerce de marques, cru 2010"},"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

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

Il me prend la subite envie de dresser le classement des 5 meilleurs sites de e-commerce ouverts en 2010 par des marques<\/strong>. Et comme une telle envie n’attend pas, voici donc mon classement !<\/p>\n

[disclaimer : je n’ai \u00e9videmment plac\u00e9 aucun site r\u00e9alis\u00e9 par ma soci\u00e9t\u00e9 Brand Online Commerce<\/a>…]<\/em><\/p>\n

#1 : Zara.com<\/strong><\/p>\n

<\/a>\"Zara.com\"<\/a>
\nCe site lanc\u00e9 \u00e0 la rentr\u00e9e de septembre est, pour moi, le best of 2010 des bonnes pratiques du e-commerce !<\/strong> Tout y est r\u00e9ussi, tout y est simple et efficace. Les innovations sont nombreuses (notamment l’astucieux \u00ab\u00a0ajout au panier\u00a0\u00bb dont j’ai d\u00e9j\u00e0 parl\u00e9<\/a>) et c’est, enfin, un des premiers sites d’une grande enseigne-marque \u00e0 proposer la livraison et les retours dans les magasins physiques<\/strong>, cr\u00e9ant ainsi des leads physiques \u00e0 partir du e-commerce.<\/p>\n

#2 : Christofle.com<\/strong><\/p>\n

<\/a>\"christofle.com\"<\/a><\/p>\n

La vraie bonne surprise de la fin d’ann\u00e9e 2010 ! La marque revient de loin (un site full flash d\u00e9cevant en terme de transformation) et a su retravailler en profondeur son e-commerce pour d\u00e9livrer un site propre, ergonomique et efficace<\/strong>, qui met notamment bien en avant les services additionnels<\/strong> que propose la marque (conseil, gravure personnalis\u00e9e,…).<\/p>\n

#3 : Lacoste.com<\/strong><\/p>\n

<\/a>\"lacoste.com\"<\/a><\/p>\n

L’autre gros lancement de 2010 avec Zara, l’e-commerce de Lacoste est une vraie r\u00e9ussite !<\/strong> Fran\u00e7ois en avait parl\u00e9 d\u00e8s son ouverture avant l’\u00e9t\u00e9<\/a>, le site est rapide, visuel et propose lui aussi des innovations int\u00e9ressantes, comme la modification de ses choix de taille ou de couleur directement dans la page panier<\/strong>.<\/p>\n

#4 : Nafnaf.com<\/strong><\/p>\n

<\/a>\"nafnaf.com\"<\/a><\/p>\n

Lanc\u00e9 \u00e0 l’\u00e9t\u00e9 2010, ce site b\u00e9n\u00e9ficie d’une ergonomie extr\u00eamement bien pens\u00e9e<\/strong>,\u00a0 la dimension graphique venant au service de l’efficacit\u00e9 commerciale. Le one-page checkout est propre, et contribue \u00e0 donner \u00e0 l’internaute une sensation de l\u00e9g\u00e8ret\u00e9 et de simplicit\u00e9<\/strong> dans l’acte d’achat.<\/p>\n

#5 : Lancome-usa.com<\/strong><\/p>\n

<\/a>\"lancome-usa.com\"<\/a>
\nLa version 2010 du site US de Lanc\u00f4me va encore plus loin dans le e-commerce, notamment avec l’apparition des commentaires clients et m\u00eame des notes<\/strong> (sur 5 \u00e9toiles) ! Lanc\u00f4me est une des premi\u00e8res marques haut-de-gamme \u00e0 oser donner directement la parole \u00e0 ses consommateurs sur son site, et suit en cela le sillon trac\u00e9 par Est\u00e9e Lauder en 2009.<\/p>\n

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

Au final, vous noterez que mon choix s’est port\u00e9 sur des boutiques en ligne ayant de nombreux points communs, parmi lesquels :
\n– la simplicit\u00e9 graphique<\/strong> : \u00ab\u00a0la simplicit\u00e9, c’est l’habit de la perfection\u00a0\u00bb (Wladimir Gozin)…
\n– la mise en avant des produits<\/strong>, avec de multiples vues et des zooms faciles d’emploi (au survol de la souris)
\n– l’efficacit\u00e9 du tunnel de paiement<\/strong>, privil\u00e9giant la sobri\u00e9t\u00e9 et la conversion de la vente.<\/p>\n

D’un certain point de vue, on peut aussi reconna\u00eetre que ces boutiques se ressemblent visuellement<\/strong>, et on pourrait trouver cela dommage. Mais le e-commerce a des r\u00e8gles (les \u00ab\u00a0bonnes pratiques\u00a0\u00bb) qui ne font pas forc\u00e9ment les beaux jours des Directeurs Artistiques, et qui sont incontournables si l’on ne veut pas d\u00e9grader son taux de transformation.<\/p>\n

Chaque marque est unique et chaque marque a un ADN qui lui est propre. Il est donc bien entendu possible d’adapter les bonnes pratiques pour mieux mettre en avant les codes graphiques de la marque<\/strong>, mais il n’est pas recommand\u00e9 de trop sortir des sentiers battus au risque de g\u00eaner le business. Quelques \u00e9carts, oui. Une franche originalit\u00e9, non.<\/p>\n

Et vous, quel est le site e-commerce lanc\u00e9 en 2010 qui vous a le plus impressionn\u00e9 ?<\/strong><\/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. Il me prend la subite envie de dresser le classement des 5 meilleurs sites de e-commerce ouverts en 2010 par des marques. Et comme une telle envie n’attend pas, voici donc mon classement ! […]<\/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":[234,371,219,236,203,235,233,218],"class_list":["post-4724","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-christofle","tag-e-commerce","tag-lacoste","tag-lancome","tag-marques","tag-naf-naf","tag-top-5","tag-zara"],"yoast_head":"\nLe Top 5 des sites e-commerce de marques, cru 2010 - 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\/09\/le-top-5-des-sites-e-commerce-de-marques-cru-2010\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le Top 5 des sites e-commerce de marques, cru 2010 - 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. Il me prend la subite envie de dresser le classement des 5 meilleurs sites de e-commerce ouverts en 2010 par des marques. Et comme une telle envie n’attend pas, voici donc mon classement ! 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Il me prend la subite envie de dresser le classement des 5 meilleurs sites de e-commerce ouverts en 2010 par des marques. Et comme une telle envie n’attend pas, voici donc mon classement ! 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