{"id":8761,"date":"2014-02-27T15:24:41","date_gmt":"2014-02-27T13:24:41","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=8761"},"modified":"2014-02-27T15:24:41","modified_gmt":"2014-02-27T13:24:41","slug":"spy-commerce-ou-lintelligence-economique-appliquee-au-e-commerce","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2014\/02\/27\/spy-commerce-ou-lintelligence-economique-appliquee-au-e-commerce\/","title":{"rendered":"Spy commerce : ou l’intelligence \u00e9conomique appliqu\u00e9e au e-commerce"},"content":{"rendered":"

Quand on fait du commerce en g\u00e9n\u00e9ral, et du e-commerce en particulier, il est important, voir vital, de bien connaitre en \u00ab\u00a0quasi temps r\u00e9el\u00a0\u00bb ce que font les concurrents.<\/p>\n

L’un des axes d’analyse fondamental est bien s\u00fbr le prix.<\/p>\n

C’est vrai dans le monde physique, c’est encore plus important pour le e-commerce.<\/p>\n

Pourquoi ?<\/p>\n

Parce que les clients peuvent facilement comparer les prix. N’oublions jamais que l’internaute est, en ligne, \u00e0 \u00ab\u00a0un clic de la concurrence\u00a0\u00bb. Et, \u00e0 la diff\u00e9rence avec le monde physique, quand on est dans son salon, on n’a aucune pression sociale pour sortir d’une boutique pour aller voir ailleurs.<\/p>\n

Tout \u00e7a pour dire que, en ligne plus qu’ailleurs, faire de la veille active sur les prix pratiqu\u00e9 par ses concurrents est souvent vital.<\/p>\n

Un de mes clients m’a parl\u00e9 de l’extr\u00eame sensibilit\u00e9 de certains types de produits par rapport aux prix. Vous avez le \u00ab\u00a0meilleur prix\u00a0\u00bb, soit 1 centime de moins que les autres ? Vous avez un beau flux de commandes. Un concurrent vous \u00ab\u00a0vole la vedette\u00a0\u00bb et propose le meilleur prix : le flux des commandes se prend une m\u00e9chante claque, presque instantan\u00e9ment.<\/p>\n

Alors, deux solutions : on fait \u00e7a \u00e0 la main. \u00e7a marche, mais \u00e7a prend du temps. Vous avez 1000 produits ? Il va falloir faire le relev\u00e9 tr\u00e8s r\u00e9guli\u00e8rement de l’\u00e9volution des prix pour chaque produit, sur l’ensemble des sites ou le m\u00eame produit est propos\u00e9.<\/p>\n

Ouch !<\/p>\n

Alors la solution est d’automatiser tout \u00e7a bien s\u00fbr. Pixmania avait, en son temps, d\u00e9velopp\u00e9 des outils internes, permettant de faire de la veille automatique, et m\u00eame d’adapter automatiquement les prix pour certains produits phares (avec des r\u00e8gles m\u00e9tiers pour fixer des limites, des plages horaires, …).<\/p>\n

Spy Commerce<\/a>, lanc\u00e9 il y a quelques mois maintenant, propose une solution plut\u00f4t bien adapt\u00e9 aux besoins du march\u00e9.<\/p>\n

La question cl\u00e9, pour une telle solution, c’est le matching entre les produits : comment identifier, sur les diff\u00e9rents sites, les \u00ab\u00a0m\u00eames\u00a0\u00bb produits ?<\/p>\n

D’ailleurs, \u00ab\u00a0m\u00eame produit\u00a0\u00bb, \u00e7a veut dire quoi ? Autant pour un mod\u00e8le d’une marque, on voit bien, autant dans d’autres cas, c’est bien moins simple. Comment comparer deux draps par exemples ? Ou deux robes sans marque ?<\/p>\n

La solution propos\u00e9 par Spy, c’est de demander au marchand de faire lui m\u00eame la r\u00e9conciliation entre les produits. Une fois cet apprentissage fait, le syst\u00e8me marche tout seul, fait sa veille r\u00e9guli\u00e8rement, envoie des alertes, affiche des tableaux de bords.<\/p>\n

\"1-Dashboard\"<\/p>\n

La solution s’est bien d\u00e9velopp\u00e9e, avec une centaines de clients.<\/p>\n

Probl\u00e8me de l’\u00e9quipe : les clients ne veulent pas communiquer. Et \u00e7a se comprend… Mais je peux vous dire que Spy commerce est utilis\u00e9 par de tr\u00e8s grands noms !<\/p>\n","protected":false},"excerpt":{"rendered":"

Quand on fait du commerce en g\u00e9n\u00e9ral, et du e-commerce en particulier, il est important, voir vital, de bien connaitre en \u00ab\u00a0quasi temps r\u00e9el\u00a0\u00bb ce que font les concurrents. L’un des axes d’analyse fondamental est bien s\u00fbr le prix. C’est vrai dans le monde physique, c’est encore plus important pour le e-commerce. Pourquoi ? Parce […]<\/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-8761","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-e-marketing"],"yoast_head":"\nSpy commerce : ou l'intelligence \u00e9conomique appliqu\u00e9e au 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\/2014\/02\/27\/spy-commerce-ou-lintelligence-economique-appliquee-au-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spy commerce : ou l'intelligence \u00e9conomique appliqu\u00e9e au e-commerce - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Quand on fait du commerce en g\u00e9n\u00e9ral, et du e-commerce en particulier, il est important, voir vital, de bien connaitre en \u00ab\u00a0quasi temps r\u00e9el\u00a0\u00bb ce que font les concurrents. 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