{"id":16436,"date":"2017-01-20T10:29:11","date_gmt":"2017-01-20T10:29:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/lomnicanal-chez-juttu-levidence-meme-2\/"},"modified":"2017-01-20T10:29:11","modified_gmt":"2017-01-20T10:29:11","slug":"lomnicanal-chez-juttu-levidence-meme-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/lomnicanal-chez-juttu-levidence-meme-2\/","title":{"rendered":"L'omnicanal chez Juttu : l\u2019\u00e9vidence m\u00eame"},"content":{"rendered":"

Le \u2018bpost <\/strong>Omnichannel Award\u2019 sera d\u00e9cern\u00e9 \u00e0 l\u2019occasion du Omnichannel Congress de RetailDetail. Parmi les nomin\u00e9s figure Juttu<\/strong>, un retailer multimarques de mode, de d\u00e9co et de food. Une entrevue avec le marketing manager Didier Neyt et l\u2019e-commerce manager Thomas Vaarten.<\/p>\n

<\/p>\n

Le client d\u00e9cide<\/h2>\n

Pourquoi pensez-vous \u00eatre nomin\u00e9s ? Etes-vous heureux ?<\/strong><\/p>\n

Nous sommes tr\u00e8s satisfaits de cette nomination. C\u2019est la cerise sur le g\u00e2teau dans notre existence encore pr\u00e9coce et le summum pour nous en tant que retailer, car l\u2019omnicanal est au c\u0153ur de notre strat\u00e9gie.<\/p>\n

Que signifie pr\u00e9cis\u00e9ment l\u2019omnicanal pour votre entreprise ?<\/strong><\/p>\n

Dans notre concept le point de vue du client est d\u00e9terminant et en cette ann\u00e9e 2017 les attentes de ce client sont tr\u00e8s \u00e9lev\u00e9es. L\u2019int\u00e9gration des canaux est devenue un must, mais pour se distinguer il faut aller encore plus loin. Le client doit vivre une exp\u00e9rience globale ; une exp\u00e9rience client\u00a0que vous pouvez renforcer, non pas en soulignant en permanence l\u2019existence de tous ces canaux, mais en guidant le client de fa\u00e7on coh\u00e9rente au travers d\u2019un concept fort, o\u00f9 l\u2019omnicanal occupe une fonction essentielle.<\/p>\n

Comment traduisez-vous ce choix strat\u00e9gique dans la pratique ?<\/strong><\/p>\n

Ce que ressentent nos clients dans nos magasins, ils le ressentent aussi lorsqu\u2019ils font du shopping online, ainsi que dans tous les canaux de communication. Les histoires de nos marques forment le fil rouge de notre concept, tant en magasin qu\u2019en ligne. Nous ne proposons pas uniquement des messages commerciaux, tels que l\u2019annonce de nouvelles collections, mais \u00e9galement du contenu suppl\u00e9mentaire en phase avec l\u2019univers de nos clients, notamment des nouvelles tendances de d\u00e9coration d\u2019int\u00e9rieur, des recettes sympas, de chouettes \u2018lifehacks\u2019, \u2026 D\u2019ailleurs, c\u2019est l\u00e0 l\u2019origine du concept Juttu : offrir\u00a0 une exp\u00e9rience attirante, enrichissante et inspirante, comparable \u00e0 celle que l\u2019on vit lorsqu\u2019on feuillette un magazine.<\/p>\n

\u00a0<\/p>\n

Combiner les canaux<\/h2>\n

Les choses restent-elles claires pour le client ?<\/strong><\/p>\n

Le secret d\u2019une strat\u00e9gie omnicanal efficace ne se limite pas au processus fonctionnel, elle doit \u00e9galement \u00eatre accessible. Un client n\u2019ach\u00e8te pas online ou offline, il parcourt naturellement les canaux sans les distinguer. Ainsi l\u2019option click & collect n\u2019est pas un outil de vente, mais le choix du client. Plus l\u2019offre est naturelle, plus le client l\u2019abordera de mani\u00e8re \u00e9vidente et adoptera donc naturellement un comportement omnicanal.<\/p>\n

Le comportement d\u2019achat s\u2019oriente-t-il vers l\u2019online et le mobile ?<\/strong><\/p>\n

Au sein de notre strat\u00e9gie omnicanal nous constatons peu de concurrence entre les magasins et l\u2019online. Comme nous l\u2019avons d\u00e9j\u00e0 dit, nous ne poussons pas le client vers un canal ou un autre. N\u00e9anmoins nous constatons que le client s\u2019oriente de plus en plus vers l\u2019online et plus encore vers le mobile,\u00a0 avant de passer \u00e0 l\u2019achat. Dans une soci\u00e9t\u00e9 \u2018multi-screen\u2019 le client passe facilement d\u2019un smartphone \u00e0 une tablette ou un desktop. Toutefois le plus grand nombre de transactions se font encore via un desktop.<\/p>\n

L\u2019\u00e9chelle limit\u00e9e du march\u00e9 belge constitue-t-elle un inconv\u00e9nient ?<\/strong><\/p>\n

Il va de soi que l\u2019\u00e9chelle relativement limit\u00e9e du N\u00e9erlandais a son influence. Online il nous est plus difficile de nous \u00e9tendre vers d\u2019autres pays, \u00e0 moins que nous investissions dans plusieurs langues, mais cela aurait un impact important sur les co\u00fbts de l\u2019entreprise. A court terme notre zone\u00a0 de chalandise est donc assez restreinte. Toutefois cette restriction constitue \u00e9galement un avantage pour nous, en tant qu\u2019acteur distinctif sur le march\u00e9 : sans le handicap du plurilinguisme nous pouvons faire m\u00fbrir notre concept en profondeur et l\u2019adapter facilement si n\u00e9cessaire.\u00a0 Nous constatons \u00e9galement que les clients attachent une grande importance \u00e0 un concept Made in Belgium et appr\u00e9cient donc de faire leur shopping chez un retailer belge.<\/p>\n

\nOffrir une plus-value<\/h2>\n

Comment se d\u00e9roule la logistique, notamment au niveau des co\u00fbts ?<\/strong><\/p>\n

Faisant partie de Retail Concepts, nous b\u00e9n\u00e9ficions d\u2019\u00e9normes avantages d\u2019\u00e9chelle. Nous proposons la livraison gratuite pour toute commande sup\u00e9rieure \u00e0 30 euros. Le co\u00fbt est donc enti\u00e8rement port\u00e9 au niveau op\u00e9rationnel et ne constitue donc pas un co\u00fbt marketing. Nous proposons \u00e9galement les retours gratuits dans nos magasins physiques, mais pas online. Nous sommes convaincus que ce co\u00fbt \u00e9vite que les clients se fassent livrer sans engagement, pour ensuite\u00a0 retourner la plupart des articles.<\/p>\n

Le digital est-il \u00e9galement int\u00e9gr\u00e9 dans les magasins physiques ?<\/strong><\/p>\n

Nous envisageons d\u2019installer des \u00e9crans dans nos magasins, mais uniquement si cela offre une plus-value au niveau de l\u2019exp\u00e9rience client, donc pas seulement pour qu\u2019il y ait un lien avec l\u2019online. C\u2019est pourquoi au d\u00e9part cela n\u2019\u00e9tait pas une priorit\u00e9 pour nous. Maintenant que Juttu a \u00e9t\u00e9 lanc\u00e9 avec succ\u00e8s, nous prenons cette option en consid\u00e9ration, comme compl\u00e9ment logique \u00e0 notre concept. Cela demande plut\u00f4t une approche cr\u00e9ative que technologique.<\/p>\n

\u00a0<\/p>\n

Vendre via les r\u00e9seaux sociaux : est-ce une option pour vous et est-ce lucratif ?<\/strong><\/p>\n

Les r\u00e9seaux sociaux peuvent ind\u00e9niablement g\u00e9n\u00e9rer des ventes directes, mais chez Juttu nous mesurons le rendement des r\u00e9seaux sociaux d\u2019une autre mani\u00e8re. L\u2019enthousiasme avec lequel nos post sont lus et partag\u00e9s d\u00e9montrent que notre concept est appr\u00e9ci\u00e9. C\u2019est agr\u00e9able de ressentir l\u2019influence de nos ambassadeurs par voie omnicanal.<\/p>\n

\nLe RetailDetail Omnichannel Congress 2017 se tiendra le 2 f\u00e9vrier au Urban City \u00e0 Anvers. Vous souhaitez participer \u00e0 cet \u00e9v\u00e9nement ? Ne tardez plus \u00e0 vous inscrire, en cliquant ici<\/a>.<\/p>\n

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

Le \u2018bpost Omnichannel Award\u2019 sera d\u00e9cern\u00e9 \u00e0 l\u2019occasion du Omnichannel Congress de RetailDetail. Parmi les nomin\u00e9s figure Juttu, un retailer multimarques de mode, de d\u00e9co et de food. Une entrevue avec le marketing manager Didier Neyt et l\u2019e-commerce manager Thomas Vaarten. Le client d\u00e9cide Pourquoi pensez-vous \u00eatre nomin\u00e9s ? Etes-vous heureux ? Nous sommes tr\u00e8s […]<\/p>\n","protected":false},"author":1,"featured_media":16433,"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-16436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nL'omnicanal chez Juttu : l\u2019\u00e9vidence m\u00eame - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le \u2018bpost Omnichannel Award\u2019 sera d\u00e9cern\u00e9 \u00e0 l\u2019occasion du Omnichannel Congress de RetailDetail. Parmi les nomin\u00e9s figure Juttu, un retailer multimarques de mode, de d\u00e9co et de food. 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