{"id":7386,"date":"2012-05-15T09:56:58","date_gmt":"2012-05-15T07:56:58","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=7386"},"modified":"2012-05-15T10:19:41","modified_gmt":"2012-05-15T08:19:41","slug":"galeries-lafayette-ecommerce","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/05\/15\/galeries-lafayette-ecommerce\/","title":{"rendered":"Galeries Lafayette : sa strat\u00e9gie e-commerce"},"content":{"rendered":"

Cet article est \u00e9crit par Augustin GUELDRY<\/a>, fondateur de COLICOACH<\/a> Conseil livraison et logistique e-commerce et du blog Livrezfacile<\/a>.<\/em><\/p>\n

Je profite de l’actualit\u00e9 du Groupe Galeries Lafayette qui lance tr\u00e8s prochainement son nouveau site e-commerce et d\u00e9voile \u00e0 cette occasion sa nouvelle strat\u00e9gie cross-canal.<\/p>\n

Franck Zayan (Directeur Internet et e-commerce des Galeries Lafayette et BHV) expose tr\u00e8s clairement la strat\u00e9gie du Groupe dans ce domaine, les enjeux etc… mais je laisse ce volet purement e-commerce \u00e0 des sp\u00e9cialistes comme Fran\u00e7ois ( l’auteur de ce blog:) ) qui connait ce sujet bien mieux que moi.<\/p>\n

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Pour ma part, je retiens surtout l’enjeu op\u00e9rationnel et relations clients que repr\u00e9sente le cross-canal pour les grands retailers aujourd’hui. Sur ce plan l’interview\u00e9<\/a> \u00e0 des propos \u00e9clairants \u00e0 plus d’un titre :<\/p>\n

1\u00b0 \u00a0\u00bb En effet, la strat\u00e9gie cross-canal est essentielle dans le d\u00e9veloppement de notre activit\u00e9 e-commerce. Nous avons b\u00e2ti des fondations suffisamment solides pour pouvoir offrir des fonctionnalit\u00e9s cross-canal, dont le retrait en magasin, le retour produit en magasin, la commande en ligne r\u00e9alis\u00e9e en magasin…\u00a0\u00bb La gestion des flux physiques et d’informations ne peut \u00eatre n\u00e9glig\u00e9e au risque de d\u00e9sorganiser l’ensemble de la Supply Chain et de donner une impression d’amateurisme incompatible avec l’image de marque construite patiemment pendant des ann\u00e9es par un retailer. A titre d’illustration, voici l’offre actuelle des Galeries sur leur site :<\/p>\n

3 modes de livraison \u00e0 l’adresse de votre choix (France m\u00e9tropolitaine)
\nPoint relais Kiala : 5,90\u20ac
\nColissimo : 6,90\u20ac
\nUPS : 10,90\u20ac
\nRetour 100% gratuit contre remboursement dans un d\u00e9lai de 15 jours \u00e0 compter du jour de r\u00e9ception de votre commande, sauf produits personnalis\u00e9s en contactant notre service client au 09 69 39 75 75.
\nLe retour peut se faire sur prise de RDV avec UPS ou en d\u00e9posant votre colis dans un des centres partenaires du r\u00e9seau UPS. Le retour est \u00e9galement possible en magasin.
\nA l’\u00e9chelle d’un groupe de la taille des Galeries, on comprend bien que les cas de figures et les interactions sont multiples en raison des volumes trait\u00e9s, de destinations vari\u00e9es (de Malte \u00e0 la Roumanie en passant par la Su\u00e8de et peut \u00eatre plus loin dans la prochaine version du site…)<\/p>\n

2\u00b0 \u00ab\u00a0Cette perm\u00e9abilit\u00e9 compl\u00e8te (entre les canaux) porte la relation client \u00e0 un niveau tr\u00e8s \u00e9lev\u00e9 \/…\/ Nous avons une cible tr\u00e8s claire. Dans le digital, l’exemple \u00e0 suivre, c’est Zappos. Chez les retailers, c’est Macys, Nordstrom ou encore John Lewis. Voil\u00e0 notre ambition. Nous voulons enchanter le client dans les environnements physique et Internet.\u00a0\u00bb<\/p>\n

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

– A la diff\u00e9rence d’un contact \u00ab\u00a0traditionnel\u00a0\u00bb en face \u00e0 face en boutique o\u00f9 il est souvent plus ais\u00e9 d’expliquer, de servir, d’enchanter ou m\u00eame de s’excuser en cas de dysfonctionnement , l’entr\u00e9e du canal internet oblige le retailer \u00e0 g\u00e9rer en partie \u00e0 distance une partie significative de l’exp\u00e9rience client. La dimension livraison, retard, perte ou retour d’une commande prend alors toute sa place dans la satisfaction globale du client \u00e0 l’\u00e9gard de l’enseigne. C’est le prix \u00e0 payer pour continuer \u00e0 faire \u00ab\u00a0r\u00eaver\u00a0\u00bb les consommateurs comme ils le font avec les vitrines de No\u00ebl pour enchanter petits et grands sur les grands boulevards et d’une fa\u00e7on plus g\u00e9n\u00e9rale de fid\u00e9liser les clients.<\/p>\n

– Il n’est possible de percer en e-commerce pour un retailer qu’\u00e0 condition de mettre tout de suite son objectif de service au niveau des meilleurs de son secteur car la concurrence est \u00e0 port\u00e9e de clic et non plus uniquement dans un autre quartier ou une autre zone commerciale.<\/p>\n

On le voit cet exemple illustre parfaitement le challenge pour tous les retailers aujourd’hui : faire toutes les r\u00e9organisations en interne,\u00a0\u00bb\u00e0 revoir toute la cha\u00eene\u00a0\u00bb, pour int\u00e9grer ce nouveau canal du e-commerce dans une strat\u00e9gie globale. C’est le prix \u00e0 payer pour \u00ab\u00a0reprendre la main\u00a0\u00bb et ne pas risquer de dispara\u00eetre face \u00e0 un des grands pures players ou concurrents retailers de son secteur… Sur le plan op\u00e9rationnel, je pense que cette activit\u00e9 de livraison constitue une opportunit\u00e9 forte de diff\u00e9renciation de son offre \u00e0 condition d’accepter d’\u00e9laborer des sch\u00e9mas innovants pour cette \u00e9tape du dernier kilom\u00e8tre. (cf.point 3\u00b0 de mon article r\u00e9cent sur la diff\u00e9renciation du service <\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet article est \u00e9crit par Augustin GUELDRY, fondateur de COLICOACH Conseil livraison et logistique e-commerce et du blog Livrezfacile. Je profite de l’actualit\u00e9 du Groupe Galeries Lafayette qui lance tr\u00e8s prochainement son nouveau site e-commerce et d\u00e9voile \u00e0 cette occasion sa nouvelle strat\u00e9gie cross-canal. Franck Zayan (Directeur Internet et e-commerce des Galeries Lafayette et BHV) […]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2,29],"tags":[329,330,328],"class_list":["post-7386","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-logistique","tag-cross-canal","tag-ecommerce","tag-galeries-lafayette"],"yoast_head":"\nGaleries Lafayette : sa strat\u00e9gie e-commerce - 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\/2012\/05\/15\/galeries-lafayette-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Galeries Lafayette : sa strat\u00e9gie e-commerce - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Augustin GUELDRY, fondateur de COLICOACH Conseil livraison et logistique e-commerce et du blog Livrezfacile. 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