{"id":12910,"date":"2016-04-11T09:42:00","date_gmt":"2016-04-11T09:42:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/retaildossier\/cest-ainsi-que-coca-cola-integre-le-smartphone-2\/"},"modified":"2016-04-11T09:42:00","modified_gmt":"2016-04-11T09:42:00","slug":"cest-ainsi-que-coca-cola-integre-le-smartphone-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/retaildossier\/cest-ainsi-que-coca-cola-integre-le-smartphone-2\/","title":{"rendered":"C\u2019est ainsi que Coca-Cola int\u00e8gre le smartphone"},"content":{"rendered":"

Le smartphone devient un partenaire indispensable lorsqu\u2019on fait des achats, estime Coca-Cola <\/strong>: la marque de soda y r\u00e9pond par une multitude d\u2019initiatives, dont une toute nouvelle application.<\/p>\n

<\/p>\n

Le num\u00e9rique est pertinent<\/h2>\n

Le marketing num\u00e9rique devient tr\u00e8s pertinent pour une marque comme Coca-Cola, estime le directeur marketing Karel Demeester : \u00ab Cela fait huit ans que je travaille sur des projets num\u00e9riques pour Coca-Cola.\u00a0 Avec notre \u00e9quipe locale, nous avons acquis une bonne dose d\u2019expertise et nous partageons les meilleures pratiques avec nos coll\u00e8gues europ\u00e9ens. \u00bb<\/p>\n

\nLe terrain est vaste : d\u2019une part, il y a l\u2019aspect purement marketing, o\u00f9 les marques peuvent utiliser les m\u00e9dias sociaux pour augmenter l\u2019exp\u00e9rience de la marque et l\u2019implication des consommateurs \u2013 pensez aux jeux et concours, par exemple.\u00a0 D\u2019autre part, le num\u00e9rique rev\u00eat une importance de plus en plus importante en tant que canal de distribution, et le shoppermarketing num\u00e9rique fait son apparition.<\/p>\n

\u00a0
\nL\u2019e-commerce conna\u00eet une croissance<\/h2>\n

\u00a0\u00ab La Belgique n\u2019est peut-\u00eatre pas un pr\u00e9curseur en mati\u00e8re d\u2019e-commerce, mais nous constatons quand m\u00eame une quantit\u00e9 de possibilit\u00e9s d\u2019innovation dans le processus d\u2019achat.\u00a0 Prenez les distributeurs automatiques qui sont extr\u00eamement importants pour Coca-Cola.\u00a0 Nous analysons comment incorporer l\u2019innovation num\u00e9rique pour faciliter le processus d\u2019achat et y relier une exp\u00e9rience. \u00bb<\/p>\n

\n\u00ab Nous sommes \u00e9galement en discussion avec les plus grands retailers pour analyser comment stimuler la vente en ligne.\u00a0 Nous vendons des produits relativement volumineux, apr\u00e8s tout.\u00a0 Le pourcentage d\u2019e-commerce est encore tr\u00e8s restreint, mais la hausse des ventes s\u2019exprime en deux chiffres.\u00a0 La d\u00e9marche de Coca-Cola a toujours \u00e9t\u00e9 d\u2019\u00eatre omnipr\u00e9sent.\u00a0 Nous devons donc \u00e9galement \u00eatre disponibles en ligne.\u00a0 Nous apprenons vite. \u00bb<\/p>\n

\u00a0
\nBeacons et m-coupons<\/h2>\n

Coca-Cola entrevoit l\u2019avantage des collaborations avec des partenaires externes.\u00a0 \u00ab Il y a deux ans, nous avions d\u00e9j\u00e0 test\u00e9 les beacons en association avec MyShopi chez Delhaize<\/strong>.\u00a0 Les acheteurs recevaient des offres personnalis\u00e9es sur leur smartphone lorsqu\u2019ils entraient dans le point de vente.\u00a0 Qu\u2019avons-nous appris de cette exp\u00e9rience : la majorit\u00e9 des gens utilisaient r\u00e9ellement cette ristourne. \u00bb<\/p>\n

\n\u00ab C\u2019\u00e9tait une exp\u00e9rience tr\u00e8s positive, mais le moment n\u2019\u00e9tait pas encore propice pour un d\u00e9ploiement plus large.\u00a0 De plus, le concept de cashback que nous utilisions, ne semblait pas \u00eatre parfait : aujourd\u2019hui, nous cherchons plut\u00f4t des solutions via des coupons mobiles.\u00a0 Nous avons \u00e9galement introduit des beacons chez Kinepolis qui a adapt\u00e9 son syst\u00e8me de caisse pour permettre l\u2019utilisation d\u2019offres personnalis\u00e9es.\u00a0 Les visiteurs re\u00e7oivent des popcorns gratuits \u00e0 l\u2019achat d\u2019un Coke Zero, par exemple. \u00bb<\/p>\n

\u00a0
\nHappy Caps<\/h2>\n

Pour rester au courant des \u00e9volutions num\u00e9riques ultra-rapides, Coca-Cola Enterprises va entamer des discussions avec les \u2018digital natives\u2019, les jeunes qui sont n\u00e9s avec un smartphone dans la main.\u00a0 Cela fait trois ans de suite que l\u2019entreprise organise un \u2018bootcamp\u2019 marketing num\u00e9rique en collaboration avec la Vlerick Business School, avec comme objectif de percevoir leur univers.\u00a0<\/p>\n

\nNon sans r\u00e9sultat, puisque Coca Cola a lanc\u00e9 une application concr\u00e8te : l\u2019appli Happy Caps, un programme num\u00e9rique de fid\u00e9lisation pour \u00e9tudiants, cr\u00e9\u00e9e durant les deux premiers bootcamps et lanc\u00e9e l\u2019ann\u00e9e derni\u00e8re au d\u00e9but de l\u2019ann\u00e9e acad\u00e9mique \u00e0 Gand.\u00a0 En jouant des jeux, en bougeant, en ex\u00e9cutant des missions ou en effectuant des achats, les \u00e9tudiants \u00e9pargnent des caps qu\u2019ils peuvent ensuite \u00e9changer contre des boissons gratuites aux distributeurs automatiques sur les campus.\u00a0 L\u2019appli Happy Caps compte d\u00e9j\u00e0 plusieurs milliers d\u2019utilisateurs actifs.<\/p>\n

\u00a0
\nUn groupe cible strat\u00e9gique<\/h2>\n

\u00a0\u00ab Les \u00e9tudiants sont un important groupe cible strat\u00e9gique.\u00a0 Ceci est une mani\u00e8re d\u2019\u00eatre plus pertinent pour ces jeunes.\u00a0 Le grand d\u00e9fi consiste \u00e0 faire t\u00e9l\u00e9charger l\u2019appli, mais \u00e9galement \u00e0 rester convaincant, \u00e0 entretenir la relation et \u00e0 construire progressivement une fr\u00e9quence d\u2019utilisation \u00bb, pr\u00e9cise Demeester.<\/p>\n

\nCette ann\u00e9e, les \u00e9tudiants Vlerick ont con\u00e7u un projet pour Coca-Cola qui consiste \u00e0 g\u00e9n\u00e9rer davantage de transactions dans l\u2019horeca et \u00e0 des festivals – et ce gr\u00e2ce \u00e0 des solutions num\u00e9riques – mais \u00e9galement \u00e0 introduire l\u2019appli Happy Caps en dehors de l\u2019environnement du campus.\u00a0 De plus, les \u00e9tudiants ont travaill\u00e9 sur quatre cas de marketing num\u00e9rique de nos partenaires : Collect&Go (Colruyt Group), Brussels Airlines\/Airport, Vooruit et Sodexo.\u00a0 \u00ab A chaque fois, nous sommes impressionn\u00e9s par la qualit\u00e9 des id\u00e9es qui ressortent de ces bootcamps.\u00a0 Nous constatons que nos partenaires les utilisent concr\u00e8tement. \u00bb<\/p>\n

\u00a0
\nLa pens\u00e9e start-up<\/h2>\n

Une entreprise comme Coca-Cola ne peut pas consid\u00e9rer que sa grande structure est un handicap, estime Demeester : \u00ab Tout change tr\u00e8s rapidement, nous devons donc rester en alerte et r\u00e9agir souplement.\u00a0 C\u2019est pour cette raison que nous nous approprions la pens\u00e9e start-up : commencer petit, pour ajuster ensuite et grandir.\u00a0 Nous remarquons par exemple que les jeunes adoptent une position de \u2018tol\u00e9rance z\u00e9ro\u2019 en mati\u00e8re de bugs techniques.\u00a0 Et s\u2019ils ont la possibilit\u00e9 de chater, ils le feront \u2013 nous y r\u00e9pondons en faisant appel aux \u00e9tudiants pour nous aider \u00e0 am\u00e9liorer l\u2019appli. \u00bb<\/p>\n

\nQue pr\u00e9voit l\u2019avenir ?\u00a0 \u00ab Le smartphone n\u2019est plus l\u2019avenir, il fait partie de notre vie, un prolongement de nous-m\u00eame.\u00a0 Il devient un v\u00e9ritable \u2018shopping companion\u2019.\u00a0 Pour une marque comme Coca-Cola, il est crucial d\u2019\u00eatre pr\u00e9sent sur ce smartphone, tant avant, que pendant et apr\u00e8s le processus d\u2019achat.\u00a0 Une boisson dans une main, un smartphone dans l\u2019autre. \u00bb<\/p>\n

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

Le smartphone devient un partenaire indispensable lorsqu\u2019on fait des achats, estime Coca-Cola : la marque de soda y r\u00e9pond par une multitude d\u2019initiatives, dont une toute nouvelle application. Le num\u00e9rique est pertinent Le marketing num\u00e9rique devient tr\u00e8s pertinent pour une marque comme Coca-Cola, estime le directeur marketing Karel Demeester : \u00ab Cela fait huit ans […]<\/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":[41],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retaildossier"],"acf":[],"yoast_head":"\nC\u2019est ainsi que Coca-Cola int\u00e8gre le smartphone - 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\/retaildossier\/cest-ainsi-que-coca-cola-integre-le-smartphone-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u2019est ainsi que Coca-Cola int\u00e8gre le smartphone - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Le smartphone devient un partenaire indispensable lorsqu\u2019on fait des achats, estime Coca-Cola : la marque de soda y r\u00e9pond par une multitude d\u2019initiatives, dont une toute nouvelle application. 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