{"id":22288,"date":"2017-10-21T15:57:02","date_gmt":"2017-10-21T15:57:02","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/plus-de-la-moitie-des-foyers-americains-envoutes-par-amazon\/"},"modified":"2017-10-21T15:57:02","modified_gmt":"2017-10-21T15:57:02","slug":"plus-de-la-moitie-des-foyers-americains-envoutes-par-amazon","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/plus-de-la-moitie-des-foyers-americains-envoutes-par-amazon\/","title":{"rendered":"Plus de la moiti\u00e9 des foyers am\u00e9ricains envo\u00fbt\u00e9s par Amazon"},"content":{"rendered":"<p>Sur une estimation de 126 millions de foyers aux EU, pas moins de 90 millions d\u2019Am\u00e9ricains sont membres d\u2019<strong>Amazon<\/strong> Prime, le programme de fid\u00e9lit\u00e9 d\u2019Amazon.\u00a0 Amazon domine donc le march\u00e9 int\u00e9rieur.\u00a0 Quelles le\u00e7ons l\u2019Europe peut-elle en tirer ?<\/p>\n<p><!--break--><\/p>\n<h2>Les membres d\u2019Amazon Prime d\u00e9pensent deux fois plus<\/h2>\n<p>Plus de la moiti\u00e9 de m\u00e9nages am\u00e9ricains seraient membres d\u2019Amazon Prime et ce nombre progresse encore chaque jour.\u00a0 L\u2019ann\u00e9e derni\u00e8re, le nombre d\u2019adh\u00e9sions a augment\u00e9 de 38%, autant que l\u2019ann\u00e9e pr\u00e9c\u00e9dente, selon les calculs du Consumer Intelligence Research Partners (CIRP).\u00a0 Le programme de fid\u00e9lit\u00e9 s\u00e9duit pr\u00e8s de 63% de tous les acheteurs Amazon.\u00a0 Le plafond est quasiment atteint, mais cela ne pose pas de probl\u00e8me pour le g\u00e9ant online puisque la prochaine \u00e9tape consiste \u00e0 faire progresser la part des d\u00e9penses des clients (<em>share of wallet<\/em>).<\/p>\n<p>\nIl est int\u00e9ressant de noter que sur Amazon, les membres de Prime d\u00e9pensent pr\u00e8s du double\u00a0par rapport\u00a0 aux non-membres.\u00a0 Cela repr\u00e9sente une d\u00e9pense moyenne annuelle de 1.300 dollars am\u00e9ricains par membre.\u00a0L\u2019affiliation\u00a0\u00e9tant payante, les membres veulent en avoir pour leur argent et sont d\u00e8s lors davantage tent\u00e9s d\u2019acheter sur Amazon.<\/p>\n<p>\nPour le retailer, cela repr\u00e9sente non seulement une augmentation de son chiffre d\u2019affaires, mais \u00e9galement davantage de donn\u00e9es concernant ses clients : le Saint Graal pour le g\u00e9ant originaire d\u2019Atlanta.\u00a0 Amazon Prime se transforme en \u00e9cosyst\u00e8me avec des services qui d\u00e9passent largement ceux d\u2019une simple livraison rapide dans les deux jours, le service gr\u00e2ce auquel il est devenu c\u00e9l\u00e8bre.\u00a0 Le stockage gratuit dans le cloud, la livraison, le streaming musical et m\u00eame un propre service de vid\u00e9o doivent amener les consommateurs \u00e0 s\u2019adresser \u00e0 Amazon pour trouver une r\u00e9ponse \u00e0 tous leurs besoins.<\/p>\n<h2>\u00a0<br \/>\nPas d\u2019abonnement mais un style de vie<\/h2>\n<p>Cela semble \u00eatre efficace.\u00a0 L\u2019enqu\u00eate du CIRP d\u00e9montre que 95% des personnes interrog\u00e9es envisagent de renouveler leur abonnement.\u00a0 Personne parmi les interview\u00e9s n\u2019avait la ferme intention\u00a0de r\u00e9silier son adh\u00e9sion \u00e0 Prime.\u00a0 Il est certain que Prime repr\u00e9sente bien <a href=\"http:\/\/www.retailwire.com\/discussion\/amazons-prime-membership-grows-to-90-million-in-u-s\/\" target=\"_blank\" rel=\"noopener\">plus qu\u2019un portail commercial <\/a>ou un programme de fid\u00e9lit\u00e9, expliquent les connaisseurs \u00e0 la revue professionnelle RetailWire.<\/p>\n<p>\n\u00ab Prime n\u2019est pas un abonnement, c\u2019est une produit lifestyle d\u2019Amazon \u00bb, semble-t-il, certainement \u00e0 l\u2019heure o\u00f9 Amazon est \u00e9galement pr\u00e9sent physiquement dans de plus en plus de foyers gr\u00e2ce \u00e0 son assistant vocal.\u00a0 Amazon p\u00e9n\u00e8tre dans tous les recoins de la maison et de la vie de beaucoup d\u2019Am\u00e9ricains.\u00a0 L\u2019objectif final d&rsquo;Amazon : \u00eatre omnipr\u00e9sent et omnipotent jusqu\u2019\u00e0 devenir incontournable pour\u00a0les consommateurs.<\/p>\n<p>\nLes marques et les retailers europ\u00e9ens ont-ils des le\u00e7ons \u00e0 tirer de cet exemple ?\u00a0 Certainement !\u00a0 D\u2019abord, ils peuvent \u00eatre contents que Prime ne soit pas encore arriv\u00e9 chez nous, mais ils doivent surtout agir rapidement et intelligemment pour devancer Amazon.\u00a0 Celui qui sera capable de d\u00e9velopper son propre \u00e9cosyst\u00e8me et de rassembler sa propre communaut\u00e9 de fid\u00e8les, pourra rivaliser.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sur une estimation de 126 millions de foyers aux EU, pas moins de 90 millions d\u2019Am\u00e9ricains sont membres d\u2019Amazon Prime, le programme de fid\u00e9lit\u00e9 d\u2019Amazon.\u00a0 Amazon domine donc le march\u00e9 int\u00e9rieur.\u00a0 Quelles le\u00e7ons l\u2019Europe peut-elle en tirer ? Les membres d\u2019Amazon Prime d\u00e9pensent deux fois plus Plus de la moiti\u00e9 de m\u00e9nages am\u00e9ricains seraient membres [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22285,"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":[25,34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-22288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plus de la moiti\u00e9 des foyers am\u00e9ricains envo\u00fbt\u00e9s par Amazon - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pas moins de 90 millions d\u2019Am\u00e9ricains sont membres d\u2019Amazon Prime, le programme de fid\u00e9lit\u00e9 d\u2019Amazon. Sur un nombre total de foyers estim\u00e9 \u00e0 126 millions aux EU, Amazon domine fortement le march\u00e9 int\u00e9rieur. Quelles le\u00e7ons l\u2019Europe peut-elle en tirer ?\" \/>\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\/general\/plus-de-la-moitie-des-foyers-americains-envoutes-par-amazon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plus de la moiti\u00e9 des foyers am\u00e9ricains envo\u00fbt\u00e9s par Amazon - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Pas moins de 90 millions d\u2019Am\u00e9ricains sont membres d\u2019Amazon Prime, le programme de fid\u00e9lit\u00e9 d\u2019Amazon. 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