{"id":18522,"date":"2017-04-24T07:23:07","date_gmt":"2017-04-24T07:23:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/quoi-sattendre-apres-la-numerisation-4-tendances\/"},"modified":"2017-04-24T07:23:07","modified_gmt":"2017-04-24T07:23:07","slug":"quoi-sattendre-apres-la-numerisation-4-tendances","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/quoi-sattendre-apres-la-numerisation-4-tendances\/","title":{"rendered":"A quoi s\u2019attendre apr\u00e8s la num\u00e9risation ? 4 tendances"},"content":{"rendered":"

La num\u00e9risation du secteur retail ne repr\u00e9sente qu\u2019une des nombreuses cons\u00e9quences de la disruption digitale. Il en existe bien d\u2019autres, selon Annick Lemaylleux, VP Global Retail Market chez Atos<\/strong>.\u00a0Au RetailDetail Congress, elle nous guidera \u00e0 travers les principales tendances.<\/p>\n

\u00a0<\/p>\n

<\/p>\n

1.\u00a0\u00a0 \u00a0La servitization\u00a0<\/h2>\n

La vente de produits ; un mod\u00e8le qui a perdu de son attrait de nos jours. \u00a0Dans un monde num\u00e9rique, tout le monde peut mettre des produits en vente en ligne et les proposer aux meilleurs prix. \u00a0Les retailers et une multitude d’autres entreprises se distancient de plus en en plus du commerce exclusif de produits et se dirigent vers un mod\u00e8le orient\u00e9 vers le service.<\/p>\n

\n\u00a0\u00ab Partout, les prix et les marges sont sous pression.\u00a0Les retailers voient leurs marges se creuser et l\u2019acuit\u00e9 de la concurrence se renforce \u00e0 grande vitesse. Pour pouvoir se diff\u00e9rencier et pour offrir une valeur ajout\u00e9e, les entreprises vont \u00e0 la recherche d\u2019un mod\u00e8le de service (servitization) \u00bb, affirme Annick Lemaylleux.\u00a0\u00ab Ils cr\u00e9ent ainsi des contacts plus signifiants avec les consommateurs, ce qui accro\u00eet la fid\u00e9lit\u00e9. \u00bb<\/p>\n

\u00a0<\/p>\n

2.\u00a0\u00a0 \u00a0L\u2019automatisation<\/h2>\n

Entre temps, l\u2019automatisation permet de travailler plus efficacement. \u00a0Dans les coulisses, mais \u00e9galement sur le devant de la sc\u00e8ne. Beaucoup d\u2019entreprises utilisent d\u00e9j\u00e0 des robots dans leur cha\u00eene d\u2019approvisionnement, la plupart du temps dans leurs centres de distribution.\u00a0<\/p>\n

\nMais cela peut aller encore plus loin : au RetailDetail Congress, Annick Lemaylleux vous donnera l\u2019exemple d\u2019un pizzaiolo qui utilise des robots dans la composition de ses pizzas et qui a install\u00e9 des fours automatis\u00e9s dans ses camions, ce qui lui permet de cuire ses pizzas durant le transport. \u00a0Impossible de proposer un produit plus frais, n\u2019est-ce pas ?<\/p>\n

\n\u00ab Sur le devant de la sc\u00e8ne, on retrouve Amazon Go<\/strong> qui est un exemple bien connu de l\u2019automatisation. Imaginez, un magasin entier sans \u00eatre humain, \u00bb selon Annick Lemaylleux.<\/p>\n

\n\u00ab Par ailleurs, \u00a0l\u2019automatisation peut servir \u00e0 accro\u00eetre le contact avec vos clients, notamment via les chatbots. \u00bb La marque de cosm\u00e9tiques Covergirl<\/strong> a cr\u00e9\u00e9 une version chatbot de Kalani Hilliker, la star am\u00e9ricaine pour adolescents. Le chatbot parle exactement comme Kalani Hiliker et entre en conversation avec les consommateurs.<\/p>\n

\u00a0<\/p>\n

3.\u00a0\u00a0 \u00a0L\u2019Hyperpersonnalisation<\/h2>\n

La num\u00e9risation permet de personnaliser davantage, m\u00eame si cela semble \u00eatre paradoxal. Annick Lemaylleux con\u00e7oit l\u2019hyperpersonnalisation comme une tendance avant-gardiste et une cons\u00e9quence importante de la disruption digitale.<\/p>\n

\nSelon Annick Lemaylleux, ce que nous connaissons d\u00e9j\u00e0 aujourd\u2019hui lorsque nous recherchons des tickets d\u2019avion et qui deviendra monnaie courante \u00e0 l\u2019avenir, ce sont les prix personnalis\u00e9s. \u00ab A l\u2019heure actuelle, le prix de nos tickets d\u2019avion sont d\u00e9j\u00e0 personnalis\u00e9s, et bient\u00f4t, ce sera aussi le cas du prix des sodas dans les supermarch\u00e9s. \u00bb<\/p>\n

\nComment est-ce possible ? \u00a0\u00ab De nos jours, on trouve d\u00e9j\u00e0 des \u00e9tiquettes de prix \u00e9lectroniques dans la plupart des supermarch\u00e9s et hypermarch\u00e9s en France.\u00a0Les prix peuvent s\u2019adapter aux prix de la concurrence d\u00e8s aujourd\u2019hui (dynamic pricing), mais \u00e0 l\u2019avenir, les prix personnalis\u00e9s seront \u00e9galement une r\u00e9alit\u00e9. \u00a0L\u2019\u00e9tiquette du produit sera par exemple en communication avec votre appareil mobile, et vous verrez un prix individuel s\u2019afficher sur votre \u00e9cran. \u00bb<\/p>\n

\u00a0<\/p>\n

4.\u00a0\u00a0 \u00a0Le \u2018parcours client\u2019 hybride<\/h2>\n

Nous allons \u00e9voluer vers un \u2018parcours client\u2019 hybride, selon Lemaylleux. \u00ab Dans le temps, on avait les retailers traditionnels. Aujourd\u2019hui, ils ont rajout\u00e9 une offre online \u00e0 leur gamme. Depuis, nous nous trouvons dans une phase omnicanal o\u00f9 se m\u00e9langent les diff\u00e9rents canaux dans un parcours client. \u00bb<\/p>\n

\nLa prochaine \u00e9tape est celle de la suppression de ces canaux. \u00ab Les retailers doivent comprendre qu\u2019il ne faut plus penser en termes de canaux. Chaque \u2018parcours client\u2019 sera un chemin hybride : online, offline et tout m\u00e9lang\u00e9. \u00bb<\/p>\n

\nLa cha\u00eene de cosm\u00e9tiques Sephora<\/strong> s\u2019est ainsi pos\u00e9 la question s\u2019il \u00e9tait possible de se diriger vers un concept de magasin plus petit. Le retailer voulait ouvrir un magasin dont la superficie ne d\u00e9passait pas le tiers de la superficie habituelle de ses points de vente. Et cela a march\u00e9 : Sephora Flash offre un parcours client hybride, o\u00f9 certains produits sont pr\u00e9sents physiquement et d\u2019autres virtuellement.<\/p>\n

\nEn ce qui concerne l\u2019hypermarch\u00e9 Carrefour <\/strong>\u00e0 Mons, Atos a \u00e9galement am\u00e9nag\u00e9 un espace commercial virtuel (un virtual wall) pr\u00e8s de l\u2019entr\u00e9e o\u00f9 les consommateurs pouvaient commander leur produits lourds, \u00e0 ramasser par apr\u00e8s dans le Drive.<\/p>\n

\u00a0<\/p>\n

Quelles autres tendances feront la pluie et le beau temps du futur retail ?\u00a0Inscrivez-vous rapidement \u00e0 l\u2019avant-programme #Marketing du RetailDetail Congress qui aura lieu le 27\/04<\/a> et venez \u00e9couter les propos d\u2019Annick Lemaylleux !<\/p>\n","protected":false},"excerpt":{"rendered":"

La num\u00e9risation du secteur retail ne repr\u00e9sente qu\u2019une des nombreuses cons\u00e9quences de la disruption digitale. Il en existe bien d\u2019autres, selon Annick Lemaylleux, VP Global Retail Market chez Atos.\u00a0Au RetailDetail Congress, elle nous guidera \u00e0 travers les principales tendances. \u00a0 1.\u00a0\u00a0 \u00a0La servitization\u00a0 La vente de produits ; un mod\u00e8le qui a perdu de son […]<\/p>\n","protected":false},"author":1,"featured_media":18519,"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-18522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nA quoi s\u2019attendre apr\u00e8s la num\u00e9risation ? 4 tendances - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De digitale disruptie heeft meer gevolgen dan alleen de digitalisering van de retailsector. 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