{"id":483,"date":"2008-05-28T20:13:57","date_gmt":"2008-05-28T19:13:57","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=483"},"modified":"2008-05-28T20:13:57","modified_gmt":"2008-05-28T19:13:57","slug":"le-prix-seul-terrain-de-bataille-sur-internet","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/05\/28\/le-prix-seul-terrain-de-bataille-sur-internet\/","title":{"rendered":"Le prix, seul terrain de bataille sur Internet ?"},"content":{"rendered":"<p>On peut lire, ici ou l\u00e0, que le prix est pratiquement le seul terrain de bataille sur Internet.<\/p>\n<p>Les arguments :<\/p>\n<ul>\n<li>Sur Internet, <strong>pour comparer les offres, on n&rsquo;a pas besoin de se d\u00e9placer<\/strong> ;<\/li>\n<li><strong>Les moteurs de comparaison de prix poussent dans ce sens<\/strong>, et mettent en avant (normalement \ud83d\ude09 ) les marchands les moins chers.<\/li>\n<\/ul>\n<p>Bien entendu, tout cela est parfaitement exact.<\/p>\n<p>Ainsi, pour la plupart des tr\u00e8s grands sites marchands, si le chiffre d&rsquo;affaires est au rendez vous, la marge est soit tr\u00e8s faible, soit n\u00e9gative.<\/p>\n<blockquote><p>Sur ce point, attention \u00e0 ne pas tirer de conclusions trop hatives : je me rappelle que, dans les ann\u00e9es 2000, on rigolais sur le dos d&rsquo;Amazon, dr\u00f4le de soci\u00e9t\u00e9 qui perdait d&rsquo;autant plus d&rsquo;argent qu&rsquo;elle avait de commandes ! Et bien, cette strat\u00e9gie a pay\u00e9, on connait la suite, et la position de leader incontest\u00e9 d&rsquo;Amazon, leader mondial du e-commerce.<\/p><\/blockquote>\n<p>Donc, le prix serait le seul terrain de bataille ?<\/p>\n<p>Je ne le pense pas.<\/p>\n<p>contrairement \u00e0 pas mal d&rsquo;id\u00e9es re\u00e7ues, je pense que <strong>les clients sont pas mal attach\u00e9s au marchand<\/strong>.<\/p>\n<p>Oh, bien sur, il y aura toujours une frange d&rsquo;irr\u00e9ductibles qui iront chercher le produit le moins cher possible.<\/p>\n<p>Mais pour la plupart d&rsquo;entre nous, une fois la relation de confiance \u00e9tablie avec un marchand, on n&rsquo;ira pas forc\u00e9ment chercher \u00e0 gagner quelques euros en \u00e9tant infid\u00e8le.<\/p>\n<p>\u00c9videment, <strong>tout tient sur l&rsquo;\u00e9tablissement de cette relation de confiance<\/strong>. Et une telle relation se construit avec un vrai investissement, qui va bien entendu bien au del\u00e0 d&rsquo;un programme marketing&#8230;<\/p>\n<p>Premier axe donc, <strong>fid\u00e9liser les clients, en apportant un service impeccable, et pourquoi pas innovant, permettant de fid\u00e9liser les clients<\/strong>.<\/p>\n<p>Deuxi\u00e8me axe : <strong>vendre des produits diff\u00e9rents<\/strong>, des produits qu&rsquo;on ne trouve pas ailleurs.<\/p>\n<p>Troisi\u00e8me axe : se diff\u00e9rentier au niveau du service. Cette diff\u00e9rentiation au niveau du service doit se d\u00e9cliner en fonction du march\u00e9, du produit. On peut par exemple citer la personnalisation du produit (graver un nom, choisir les couleurs ou les motifs, &#8230;).<\/p>\n<p>Un ami (hello Herv\u00e9) me disais que pour lui, le prix \u00e9tait le dernier refuge pour le marketing : c&rsquo;est quand on a tout \u00e9puis\u00e9, qu&rsquo;on n&rsquo;a plus d&rsquo;id\u00e9e qu&rsquo;on doit se battre sur les prix.<\/p>\n<p>Donc, non, je ne pense pas qu&rsquo;en r\u00e8gle g\u00e9n\u00e9ral le prix soit le seul terrain de bataille. Et c&rsquo;est tant mieux !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On peut lire, ici ou l\u00e0, que le prix est pratiquement le seul terrain de bataille sur Internet. Les arguments : Sur Internet, pour comparer les offres, on n&rsquo;a pas besoin de se d\u00e9placer ; Les moteurs de comparaison de prix poussent dans ce sens, et mettent en avant (normalement \ud83d\ude09 ) les marchands les [&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],"tags":[371,373],"class_list":["post-483","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le prix, seul terrain de bataille sur Internet ? - 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\/2008\/05\/28\/le-prix-seul-terrain-de-bataille-sur-internet\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le prix, seul terrain de bataille sur Internet ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"On peut lire, ici ou l\u00e0, que le prix est pratiquement le seul terrain de bataille sur Internet. 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