{"id":112012,"date":"2025-01-27T16:59:19","date_gmt":"2025-01-27T15:59:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=112012"},"modified":"2025-01-27T16:59:22","modified_gmt":"2025-01-27T15:59:22","slug":"tendance-etonnante-en-ligne-moins-de-retours-dans-les-grandes-villes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/tendance-etonnante-en-ligne-moins-de-retours-dans-les-grandes-villes\/","title":{"rendered":"Tendance \u00e9tonnante en ligne : \u00ab Moins de retours dans les grandes villes \u00bb"},"content":{"rendered":"\n<p>Les habitants des grandes villes retournent beaucoup moins souvent leurs achats en ligne que les r\u00e9sidents des petites communes. C&rsquo;est ce qui ressort d&rsquo;une \u00e9tude men\u00e9e par le magasin en ligne <strong>Wehkamp <\/strong>et qui soul\u00e8ve des questions int\u00e9ressantes sur le comportement des consommateurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les citadins retournent moins<\/h2>\n\n\n\n<p>Dans les cinq plus grandes villes des Pays-Bas, dont Amsterdam, Rotterdam et La Haye, le taux de retour est en moyenne inf\u00e9rieur de 14,6 % \u00e0 la moyenne nationale. Amsterdam est en t\u00eate de liste avec une baisse de 18 % par rapport \u00e0 la moyenne. C&rsquo;est ce que Wehkamp a constat\u00e9 en analysant plus de 7,5 millions de commandes. Dans les villes moyennes de 130 000 \u00e0 250 000 habitants, le taux de retour est \u00e9galement 6,3 % plus bas.<\/p>\n\n\n\n<p>Dans les petites municipalit\u00e9s (de 12 500 \u00e0 40 000 habitants), la tendance est inverse : le taux de retour y est 5,7 % plus \u00e9lev\u00e9 que la moyenne. Une explication possible du taux de retour plus faible dans les villes est que les citadins connaissent mieux leurs tailles et les marques en raison de la pr\u00e9sence de magasins physiques. En outre, la sensibilisation \u00e0 l&rsquo;impact des achats en ligne pourrait peut-\u00eatre \u00eatre am\u00e9lior\u00e9e dans les petites municipalit\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diff\u00e9rences par produit<\/h2>\n\n\n\n<p>Il est int\u00e9ressant de noter que le taux de retour des produits non li\u00e9s \u00e0 la mode est nettement inf\u00e9rieur \u00e0 celui des v\u00eatements. Surtout les v\u00eatements de plage et les v\u00eatements pour femmes affichent des taux de retour nettement plus \u00e9lev\u00e9s. Ces diff\u00e9rences soulignent \u00e9galement la n\u00e9cessit\u00e9 d&rsquo;une approche cibl\u00e9e par cat\u00e9gorie de produits.<\/p>\n\n\n\n<p>Selon Marthijn Tabak, responsable de la communication et des relations publiques, Wehkamp \u00e9tudie actuellement la mani\u00e8re d&rsquo;optimiser des facteurs tels que les conseils de taille et la photographie des produits afin d&rsquo;am\u00e9liorer le processus de d\u00e9cision des clients. \u00ab Dans les ann\u00e9es \u00e0 venir, nous continuerons \u00e0 investir dans l&rsquo;analyse des donn\u00e9es et dans des mesures cibl\u00e9es visant \u00e0 r\u00e9duire davantage les retours, en particulier dans les petites localit\u00e9s \u00bb, confirme Frans Falize, directeur des op\u00e9rations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les habitants des grandes villes retournent beaucoup moins souvent leurs achats en ligne que les r\u00e9sidents des petites communes. C&rsquo;est ce qui ressort d&rsquo;une \u00e9tude men\u00e9e aux Pays-Bas.<\/p>\n","protected":false},"author":5,"featured_media":112009,"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":[43],"company":[700],"topic":[198,409],"region":[524],"class_list":["post-112012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-wehkamp","topic-e-commerce","topic-logistique","region-pays-bas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendance \u00e9tonnante en ligne : \u00ab Moins de retours dans les grandes villes \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les habitants des grandes villes retournent beaucoup moins souvent leurs achats en ligne que les r\u00e9sidents des petites communes. 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