{"id":10396,"date":"2015-09-16T11:10:58","date_gmt":"2015-09-16T11:10:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/retaildetail-day-2015-termine-les-analyses-sur-le-changement-du-monde-place-a-laction\/"},"modified":"2015-09-16T11:10:58","modified_gmt":"2015-09-16T11:10:58","slug":"retaildetail-day-2015-termine-les-analyses-sur-le-changement-du-monde-place-a-laction","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/retaildetail-day-2015-termine-les-analyses-sur-le-changement-du-monde-place-a-laction\/","title":{"rendered":"RetailDetail Day 2015: Termin\u00e9 les analyses sur le changement du monde, place \u00e0 l\u2019action!"},"content":{"rendered":"

L\u2019e-commerce, un changement parmi d\u2019autres<\/h2>\n

Le 24 septembre \u00e0 Malines lors du RetailDetail Day, qui aura pour th\u00e8me \u2018Transforming Retail\u2019, RetailDetail explorera avec vous la mani\u00e8re dont les retailers d\u2019aujourd\u2019hui abordent le monde de demain et s\u2019y adaptent. Ils prennent le taureau par les cornes et empruntent de nouveaux chemins.<\/p>\n

\u00ab Le retail \u2013 comme tant d\u2019autres secteurs \u2013 est en pleine mutation. Nous en sommes pleinement conscients aujourd\u2019hui. Toutefois nous avons souvent tendance \u00e0 associer ces changements \u00e0 la digitalisation et en particulier au e-commerce. Or le commerce \u00e9lectronique n\u2019est\u00a0 qu\u2019un des aspects de cette \u00e9volution. \u00bb, explique Gino Van Ossel, professeur en retailmarketing \u00e0 la Vlerick Business School.<\/p>\n

C\u2019est pourquoi lors du RetailDetail Day, nous aborderons ces diff\u00e9rents aspects, en les illustrant par des exemples concrets. \u00ab Nous commencerons par l\u2019e-commerce \u2013 car cela reste l\u2019un des principaux aspects \u2013, pour ensuite nous pencher sur le renouvellement du marketing mix, apr\u00e8s quoi nous vous ferons d\u00e9couvrir un exemple fort d\u2019innovation fondamentale. Et nous terminerons par le point de vente physique et l\u2019importance du design dans le retail, afin de d\u00e9montrer le contraste et de prouver qu\u2019au final le magasin reste essentiel. \u00bb<\/p>\n

\n
Kipling pr\u00e9sentera une premi\u00e8re mondiale<\/h2>\n

Paul Nijhof ouvrira le congr\u00e8s, en tant que r\u00e9f\u00e9rence absolue dans le domaine du e-commerce. Gino Van Ossel : \u00ab Aux Pays-Bas il est plus connu que chez nous. Nijhof est l\u2019homme qui a transform\u00e9 le v\u00e9p\u00e9ciste traditionnel Wehkamp<\/strong> en une entreprise d\u2019e-commerce de tout premier plan aux Pays-Bas. Il a d\u2019ailleurs fait la m\u00eame chose chez 3 Suisses<\/strong> \u00e0 la demande d\u2019Otto Group et reste tr\u00e8s actif sur le terrain. \u00bb<\/p>\n

Van Ossel esp\u00e8re vivement que les invit\u00e9s seront pr\u00e9sents d\u00e8s le d\u00e9but du congr\u00e8s, car \u00ab l\u2019histoire de Nijhof est celle d\u2019un revirement radical, qui vaut la peine d\u2019\u00eatre entendue. \u00bb Sa pr\u00e9sentation sera suivie d\u2019une premi\u00e8re mondiale : la marque d\u2019accessoires Kipling<\/strong> d\u00e9voilera sa toute nouvelle strat\u00e9gie de communication.<\/p>\n

\u00ab Comme l\u2019a \u00e9galement constat\u00e9 Kipling, il n\u2019est plus si \u00e9vident de promouvoir sa marque via les m\u00e9dias classiques. Aujourd\u2019hui, si vous voulez attirer des clients, il faut utiliser de nouveaux canaux et des strat\u00e9gies innovantes, tels que les r\u00e9seaux sociaux ou encore le marketing de contenu \u00bb, estime Gino Van Ossel. Aussi le troisi\u00e8me volet du RetailDetail Day traitera du marketing et de la communication, avec des t\u00e9moignages de Kipling et Starmeal<\/strong>.<\/p>\n

\n
Innover, cela s\u2019apprend<\/h2>\n

Innover, cela s\u2019apprend : voil\u00e0 le message principal du RetailDetail Day 2015. Un message que Frank Quix de Q&A research & consultancy \u00e9taiera en nous expliquant ce qui signifie l\u2019innovation dans l\u2019univers du retail. Parlant d\u2019innovation, un exemple fort nous sera donn\u00e9 par Leapp, un nouveau venu sur le march\u00e9<\/a>, qui vient de proc\u00e9der \u00e0 une augmentation de capital en vue d\u2019acc\u00e9l\u00e9rer sa croissance.<\/p>\n

En Belgique Leapp<\/strong> est pass\u00e9 \u00e0 la vitesse sup\u00e9rieure. \u00ab Voil\u00e0 un exemple qui montre \u00e0 quel point tout peut aller vite dans le retail : Leapp, revendeur d\u2019appareils Apple de seconde main, est un concept totalement nouveau, qui tr\u00e8s vite s\u2019est mis \u00e0 conqu\u00e9rir le Benelux.\u00bb<\/p>\n

Bref, le th\u00e8me \u2018Transforming Retail\u2019 sera abord\u00e9 dans le sens large du terme, mais toujours sous l\u2019angle de la strat\u00e9gie et du marketing. Pour terminer, le congr\u00e8s s\u2019int\u00e9ressera au magasin physique : quelle est sa place dans ce nouveau contexte ? Le magasin physique doit \u00eatre plus qu\u2019un point de vente, il doit remplir un r\u00f4le strat\u00e9gique.<\/p>\n

\u00ab Certes, le r\u00f4le du magasin physique a chang\u00e9 \u00bb, conclut Gino Van Ossel. \u00ab Toutefois il a toujours sa place. Dans ce monde digital, un retour aux sources est n\u00e9cessaire. Ruud Belmans de l\u2019agence de design Pinkeye<\/strong> nous expliquera comment faire concr\u00e8tement \u00bb<\/p>\n

\u00a0<\/p>\n

Vous souhaitez participer au RetailDetail Day 2015 ? Inscrivez-vous d\u00e8s maintenant via le site retaildetail.be\/events<\/a>.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019e-commerce, un changement parmi d\u2019autres Le 24 septembre \u00e0 Malines lors du RetailDetail Day, qui aura pour th\u00e8me \u2018Transforming Retail\u2019, RetailDetail explorera avec vous la mani\u00e8re dont les retailers d\u2019aujourd\u2019hui abordent le monde de demain et s\u2019y adaptent. Ils prennent le taureau par les cornes et empruntent de nouveaux chemins. \u00ab Le retail \u2013 comme […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-10396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nRetailDetail Day 2015: Termin\u00e9 les analyses sur le changement du monde, place \u00e0 l\u2019action! - RetailDetail BE<\/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.retaildetail.be\/fr\/news\/general\/retaildetail-day-2015-termine-les-analyses-sur-le-changement-du-monde-place-a-laction\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RetailDetail Day 2015: Termin\u00e9 les analyses sur le changement du monde, place \u00e0 l\u2019action! - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"L\u2019e-commerce, un changement parmi d\u2019autres Le 24 septembre \u00e0 Malines lors du RetailDetail Day, qui aura pour th\u00e8me \u2018Transforming Retail\u2019, RetailDetail explorera avec vous la mani\u00e8re dont les retailers d\u2019aujourd\u2019hui abordent le monde de demain et s\u2019y adaptent. 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