{"id":146251,"date":"2026-04-17T14:18:55","date_gmt":"2026-04-17T12:18:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146251"},"modified":"2026-04-17T14:18:56","modified_gmt":"2026-04-17T12:18:56","slug":"eroski-permet-a-ses-clients-de-faire-leurs-courses-via-whatsapp-et-livre-en-moins-dune-heure","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/eroski-permet-a-ses-clients-de-faire-leurs-courses-via-whatsapp-et-livre-en-moins-dune-heure\/","title":{"rendered":"Eroski laisse ses clients faire leurs courses via WhatsApp et livre en moins d&rsquo;une heure"},"content":{"rendered":"\n<p>La coop\u00e9rative espagnole de distribution <strong>Eroski <\/strong>m\u00e8ne une exp\u00e9rience num\u00e9rique originale : les clients peuvent tout simplement commander leurs courses via WhatsApp. Un livreur leur apporte ensuite leur commande \u00e0 domicile en moins d&rsquo;une heure.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Faire ses courses aussi simple qu&rsquo;une conversation<\/h2>\n\n\n\n<p>Avec le lancement d&rsquo;Eroski Smart Shop, le groupe r\u00e9pond, selon ses propres termes, \u00e0 la demande croissante de commodit\u00e9, de rapidit\u00e9 et de personnalisation dans le secteur de la distribution alimentaire. L&rsquo;initiative d\u00e9marre sous forme de projet pilote dans neuf magasins \u00e0 Bilbao et s&rsquo;\u00e9tendra sur une ann\u00e9e. Au cours de cette p\u00e9riode, Eroski souhaite analyser l&rsquo;utilisation, la satisfaction client et l&rsquo;efficacit\u00e9 op\u00e9rationnelle, afin d&rsquo;envisager \u00e9ventuellement un d\u00e9ploiement \u00e0 plus grande \u00e9chelle.<\/p>\n\n\n\n<p>\u00ab Nous voulons que faire ses courses devienne aussi simple que d&rsquo;envoyer un message ou de passer un appel \u00bb, explique Aitor Zuburruti, responsable de l&rsquo;innovation et de la transformation num\u00e9rique chez Eroski. L&rsquo;exp\u00e9rience de ce qu&rsquo;on appelle le \u00ab commerce conversationnel \u00bb fait exactement cela : les clients passent leur commande via une conversation sur WhatsApp, que ce soit par texte, voix ou image. Une simple photo d&rsquo;une liste de courses suffit \u00e0 mettre le syst\u00e8me en marche.<\/p>\n\n\n\n<p>L&rsquo;intelligence artificielle sous-jacente traduit imm\u00e9diatement ces donn\u00e9es en un panier d&rsquo;achat concret. Le consommateur valide et paie, apr\u00e8s quoi la commande est livr\u00e9e \u00e0 domicile en moins d&rsquo;une heure via le \u00ab quick commerce \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un algorithme soucieux des prix<\/h2>\n\n\n\n<p>Il est frappant de constater que le syst\u00e8me propose par d\u00e9faut l\u2019option la moins ch\u00e8re lorsque le client n\u2019indique aucune pr\u00e9f\u00e9rence sp\u00e9cifique. Cela correspond au positionnement d\u2019Eroski en tant que d\u00e9taillant soucieux des prix. Dans le m\u00eame temps, la personnalisation reste possible : d\u00e8s que le client sp\u00e9cifie une marque, le syst\u00e8me suit ce choix, m\u00eame s\u2019il est plus cher.<\/p>\n\n\n\n<p>Cette approche hybride \u2013 optimisation des co\u00fbts combin\u00e9e aux pr\u00e9f\u00e9rences individuelles \u2013 illustre comment l\u2019IA permet non seulement de gagner en efficacit\u00e9, mais aussi d\u2019assurer une orientation commerciale. De plus, la plateforme g\u00e9n\u00e8re des suggestions de menus et de recettes, adapt\u00e9es au budget, aux besoins nutritionnels et aux pr\u00e9f\u00e9rences. L\u2019outil vise ainsi \u00e0 \u00e9voluer imm\u00e9diatement d\u2019un simple canal de transaction vers un \u00e9cosyst\u00e8me de conseil.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le num\u00e9rique sert avant tout \u00e0 gagner du temps<\/h2>\n\n\n\n<p>Ce lancement s&rsquo;inscrit dans une tendance structurelle plus large du commerce alimentaire de d\u00e9tail. Selon CNBC, 81 % des achats alimentaires sont d\u00e9sormais influenc\u00e9s par des points de contact num\u00e9riques, tandis que NielsenIQ constate que le gain de temps constitue la principale motivation pour utiliser les canaux en ligne \u2014 plus importante que le prix ou l&rsquo;assortiment. Le \u00ab quick commerce \u00bb (livraison ultra-rapide) conna\u00eet par ailleurs une croissance \u00e0 deux chiffres en Europe du Sud et de l&rsquo;Ouest.<\/p>\n\n\n\n<p>Le choix de WhatsApp est \u00e9galement strat\u00e9gique. Le service de messagerie compte plus de 3 milliards d&rsquo;utilisateurs mensuels dans le monde et, selon Eroski, touche un large \u00e9ventail d\u00e9mographique, y compris les consommateurs plus \u00e2g\u00e9s. En Europe, plus de la moiti\u00e9 des plus de 60 ans utilisent activement l&rsquo;application, ce qui r\u00e9duit consid\u00e9rablement le seuil d&rsquo;adoption.<\/p>\n\n\n\n<p>Les r\u00e9sultats du projet pilote seront d\u00e9terminants pour la suite du d\u00e9ploiement, mais l&rsquo;orientation strat\u00e9gique semble claire : le supermarch\u00e9 passe d&rsquo;une destination physique \u00e0 un assistant num\u00e9rique toujours disponible, dans la poche du consommateur.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La coop\u00e9rative espagnole de distribution Eroski m\u00e8ne une exp\u00e9rience num\u00e9rique originale : les clients peuvent tout simplement passer leurs commandes via WhatsApp. Un livreur leur apporte ensuite leurs achats \u00e0 domicile en moins d&rsquo;une heure.<\/p>\n","protected":false},"author":5,"featured_media":146252,"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":[18,24],"tags":[1467,2013,430],"people":[],"extra":[43],"company":[1690],"topic":[631,198],"region":[580],"class_list":{"0":"post-146251","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-artificiele-intelligentie","10":"tag-conversational-commerc","11":"tag-flitsbezorgers","12":"extra-plus","13":"company-eroski","14":"topic-digitalisation","15":"topic-e-commerce","16":"region-espagne"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Eroski laisse ses clients faire leurs courses via WhatsApp et livre 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