{"id":22736,"date":"2017-11-13T14:15:47","date_gmt":"2017-11-13T14:15:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/voici-comment-les-e-tailers-peuvent-contrecarrer-amazon-prime\/"},"modified":"2017-11-13T14:15:47","modified_gmt":"2017-11-13T14:15:47","slug":"voici-comment-les-e-tailers-peuvent-contrecarrer-amazon-prime","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/voici-comment-les-e-tailers-peuvent-contrecarrer-amazon-prime\/","title":{"rendered":"Voici comment les e-tailers peuvent contrecarrer Amazon Prime"},"content":{"rendered":"<p>Selon le bureau d\u2019\u00e9tudes SmarterHQ, le lien qu\u2019ont les consommateurs avec <strong>Amazon Prime <\/strong>serait fragile : ils n\u2019h\u00e9siteraient pas abandonner leur abonnement si les avantages ne sont plus suffisants. De quoi ouvrir des perspectives pour les concurrents \u2026<\/p>\n<p><!--break--><\/p>\n<h2>Exp\u00e9dition gratuite<\/h2>\n<p>Aux Etats-Unis Amazon compte 90 millions de membres Prime, qui selon les derni\u00e8res estimations d\u00e9pensent environ 1.100 euros par an sur la plate-forme. Les non-membres par contre ne d\u00e9pensent que 700 dollars (600 euros) par an. Pr\u00e9cisons qu\u2019il s\u2019agit ici d\u2019estimations, car Amazon ne communique pas de chiffres exacts.<\/p>\n<p>\nToutefois l\u2019\u00e9tude de SmarterHQ d\u00e9montre qu\u2019Amazon pr\u00e9sente certaines faiblesses que pourraient exploiter les autres retailers pour contrecarrer Amazon. Ainsi la principale raison qui incite les consommateurs \u00e0 s\u2019abonner \u00e0 Amazon Prime est <a href=\"http:\/\/www.businesswire.com\/news\/home\/20171102005098\/en\/Cracks-Amazon%E2%80%99s-Armor-Show-Opportunities-Retail-Brands\" target=\"_blank\" rel=\"noopener\">la gratuit\u00e9 de l\u2019exp\u00e9dition comprise dans le forfait<\/a>.\u00a0 Pour les clients qui ach\u00e8tent fr\u00e9quemment sur le webshop ceci repr\u00e9sente une s\u00e9rieuse \u00e9conomie d\u2019argent : pas moins de 82% des membres indiquent qu\u2019ils annuleraient leur abonnement si cet avantage \u00e9tait supprim\u00e9. Preuve que les autres retailers, s\u2019ils s\u2019y prennent bien, ont encore la possibilit\u00e9 de chiper des clients \u00e0 Amazon, estime SmarterHQ.<\/p>\n<p>\nLe grand probl\u00e8me pour les retailers face \u00e0 Amazon est de concurrencer le g\u00e9ant am\u00e9ricain sur le plan des tarifs de livraison : aujourd\u2019hui les clients s\u2019attendent \u00e0 ce que les livraisons soient rapides et bon march\u00e9, ce qui bien \u00e9videmment co\u00fbte cher aux e-tailers et <a href=\"https:\/\/www.retaildive.com\/news\/weaknesses-in-amazon-prime-leave-openings-for-rivals\/510107\/\" target=\"_blank\" rel=\"noopener\">affecte leurs marges<\/a>.<\/p>\n<h2>\nBonne nouvelle pour le segment du luxe<\/h2>\n<p>Autre conclusion de l\u2019\u00e9tude : sur Amazon les internautes pr\u00e9f\u00e8rent en g\u00e9n\u00e9ral ne pas d\u00e9penser plus de 200 dollars pour l\u2019achat d\u2019un produit. Une bonne nouvelle pour les marques de luxe. Par ailleurs la plupart des achats se font dans un nombre limit\u00e9 de cat\u00e9gories de produits : pr\u00e8s de la moiti\u00e9 des achats concernent l\u2019\u00e9lectronique, les livres, les films et les produits de divertissement, comme les jouets et les articles pour hobby.<\/p>\n<p>\n\u00ab La pr\u00e9dominance d\u2019Amazon pr\u00e9occupe bon nombre de retailers depuis longtemps, mais jusqu\u2019\u00e0 pr\u00e9sent le moyen de reconqu\u00e9rir des parts de march\u00e9 et la fid\u00e9lit\u00e9 du consommateur a \u00e9chapp\u00e9 \u00e0 la plupart des marques traditionnelles \u00bb, explique Michael Osborne, CEO de SmarterHQ. \u00ab Notre \u00e9tude r\u00e9v\u00e8le toutefois une histoire \u00e9tonnement optimiste pour les retailers : ils peuvent convaincre les consommateurs d\u2019abandonner Amazon et de venir faire leur shopping dans leur magasin ou sur leur webshop. Dans ce contexte, l\u2019exp\u00e9dition gratuite est un facteur essentiel. \u00bb<\/p>\n<h2>\nDavantage d\u2019engagement<\/h2>\n<p>Pour contrer Amazon les retailers doivent \u00e9galement inciter les consommateurs \u00e0 venir d\u00e9couvrir leurs nouveaux produits : 63% des r\u00e9pondants disent consulter Amazon uniquement lorsqu\u2019ils ont une id\u00e9e pr\u00e9cise de ce qu\u2019ils souhaitent acheter. Afin de garder les clients sur leur webshop, les retailers doivent renforcer l\u2019engagement de leurs visiteurs en leur montrant de nouveaux produits sur base de leur comportement d\u2019achat. S\u2019ils ne le font pas, 47% des r\u00e9pondants indiquent qu\u2019ils pr\u00e9f\u00e8rent rester chez Amazon, qui mise fortement sur les suggestions personnelles.<\/p>\n<p>\nDans le cadre de cette \u00e9tude SmarterHQ a interrog\u00e9 plus de 1.200 personnes de 18 \u00e0 65 ans.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selon le bureau d\u2019\u00e9tudes SmarterHQ, le lien qu\u2019ont les consommateurs avec Amazon Prime serait fragile : ils n\u2019h\u00e9siteraient pas abandonner leur abonnement si les avantages ne sont plus suffisants. De quoi ouvrir des perspectives pour les concurrents \u2026 Exp\u00e9dition gratuite Aux Etats-Unis Amazon compte 90 millions de membres Prime, qui selon les derni\u00e8res estimations d\u00e9pensent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22733,"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-22736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Voici comment les e-tailers peuvent contrecarrer Amazon Prime - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Selon le bureau d\u2019\u00e9tudes SmarterHQ, le lien qu\u2019ont les consommateurs avec Amazon Prime serait fragile : ils n\u2019h\u00e9siteraient pas abandonner leur abonnement si les avantages ne sont plus suffisants. 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