{"id":2848,"date":"2013-03-29T14:58:15","date_gmt":"2013-03-29T14:58:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/cor-molenaar-les-retailers-offline-pechent-les-e-tailers-chassent\/"},"modified":"2013-03-29T14:58:15","modified_gmt":"2013-03-29T14:58:15","slug":"cor-molenaar-les-retailers-offline-pechent-les-e-tailers-chassent","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/cor-molenaar-les-retailers-offline-pechent-les-e-tailers-chassent\/","title":{"rendered":"Cor Molenaar : \u00ab Les retailers offline p\u00eachent, les e-tailers chassent \u00bb"},"content":{"rendered":"<h2>Le p\u00eacheur offline et le chasseur online<\/h2>\n<p>\u00ab Le retailer physique est un p\u00eacheur, le retailer online est un chasseur \u00bb, estime le professeur Cor Molenaar. En d\u2019autres termes, l\u2019un est passif, alors que l\u2019autre agit. Un commer\u00e7ant offline attend que les clients d\u00e9cident de se rendre et d\u2019acheter dans son magasin. Il peut tenter d\u2019app\u00e2ter le client, en pla\u00e7ant une annonce dans le journal par exemple, mais cela ne va pas plus loin.<\/p>\n<p>Par contre un pure player online part \u00e0 la chasse aux clients : le SEO (optimisation pour les moteurs de recherche) permet de lui garantir une visibilit\u00e9 maximale via le moteur de recherche Google,\u00a0 il est tr\u00e8s actif dans le domaine de l\u2019e-mail marketing et place des banni\u00e8res publicitaires pour attirer l\u2019attention des e-acheteurs. Les e-commer\u00e7ants connaissent parfaitement leur client\u00e8le , savent o\u00f9 la trouver et comment la s\u00e9duire.<\/p>\n<p>Certes, actuellement les retailers physiques\u00a0 disposent des cartes de fid\u00e9lit\u00e9 pour conna\u00eetre leurs clients, mais quel usage en font-ils ? Ils donnent des r\u00e9ductions \u00e0 la caisse, alors que la transaction a d\u00e9j\u00e0 eu lieu. \u00ab Ils n\u2019essayent pas de construire une relation avec leurs clients \u00bb, affirme Molenaar.<\/p>\n<p>\u00a0<\/p>\n<h2>Une approche multi-sensorielle<\/h2>\n<p>Cor Molenaar s\u2019\u00e9tonne que les commer\u00e7ants offline n\u2019utilisent que deux des cinq sens, tout comme leurs concurrents online. C\u2019est pr\u00e9cis\u00e9ment dans ce domaine, que les commer\u00e7ants offline ont un grand avantage. \u00ab Sur internet le consommateur utilise tout au plus deux sens : la vue et \u00e9ventuellement l\u2019ou\u00efe. Le retailer physique ne fait pas mieux, alors qu\u2019il pourrait stimuler tous les sens pour offrir une exp\u00e9rience en magasin bien plus riche. \u00bb<\/p>\n<p>C\u2019est pourquoi l\u2019expert en marketing\u00a0 plaide pour une am\u00e9lioration de l\u2019exp\u00e9rience en magasin : \u00ab Ayez recours \u00e0 des clips audio, des odeurs, des films, \u2026 les possibilit\u00e9s sont multiples. Veillez \u00e0 ce que chaque\u00a0 rayon ait sa propre atmosph\u00e8re. Le shopping doit \u00eatre une activit\u00e9 agr\u00e9able.\u00a0 Le magasin doit donner une impression de f\u00eate au client. \u00bb<\/p>\n<p>Tout comme l\u2019h\u00f4te est en grande partie responsable de la r\u00e9ussite d\u2019une f\u00eate, le commer\u00e7ant lui aussi \u00e0 une fonction d\u2019accueil\u00a0 \u00e0 remplir. \u00ab Il y a quelques ann\u00e9es j\u2019ai lanc\u00e9 la notion \u2018Het Nieuwe Winkelen\u2019 (\u2018Le nouveau mode de shopping\u2019), qui\u00a0 indiquait que\u00a0 le consommateur s\u2019orientait d\u2019abord via internet pour ensuite effectuer son achat soit online, soit offline. Aujourd\u2019hui, on constate que le consommateur souhaite recevoir davantage de\u00a0 conseils du vendeur.\u00a0\u00a0 Il veut qu\u2019on l\u2019aide dans son achat, car s\u2019il a d\u00e9cid\u00e9 de se rendre au magasin,\u00a0 c\u2019est signe qu\u2019il h\u00e9site encore et qu\u2019il n\u2019a pas os\u00e9 commander en direct via internet. \u00bb<\/p>\n<p>Dans cette optique Cor Molenaar est un fervent adepte d\u2019internet en magasin. Gr\u00e2ce \u00e0 l\u2019utilisation de tablettes ou de colonnes d\u2019information internet, le personnel peut fournir au client\u00a0 des informations pr\u00e9cises et compl\u00e8tes et en m\u00eame temps plus besoin d\u2019\u00e9taler tout l\u2019assortiment dans les rayons. Cela permet d\u2019am\u00e9liorer l\u2019exp\u00e9rience d\u2019achat en magasin, sans pour autant perdre de vue l\u2019ancienne g\u00e9n\u00e9ration d\u2019analphab\u00e8tes digitaux.<\/p>\n<h2>\n<br \/>Un magasin sur trois fermera ses portes<\/h2>\n<p>Comment les e-commer\u00e7ants de leur c\u00f4t\u00e9 peuvent-ils am\u00e9liorer cette exp\u00e9rience d\u2019achat ? Certains ouvrent des magasins physiques (pensez \u00e0 Coolblue), mais celui qui veut garder sa place sur internet a tout int\u00e9r\u00eat \u00e0 diffuser moins de textes, mais davantage d\u2019images et de vid\u00e9os sur son site. \u00ab On peut faire des choses tr\u00e8s amusantes avec des petits films vid\u00e9os, pour pr\u00e9senter et expliquer le produit. Cela plaira \u00e9galement \u00e0 l\u2019ancienne g\u00e9n\u00e9ration, car c\u2019est \u00e0 la fois\u00a0 accessible et informatif. \u00bb<\/p>\n<p>Le professeur pr\u00e9tend pourtant qu\u2019un magasin sur trois fermera ses portes ; une affirmation qu\u2019il \u00e9taye par le calcul de la part actuelle des ventes en ligne et de la croissance attendue. Actuellement aux Pays-Bas la part de ventes online de courses non-quotidiennes repr\u00e9sente 10%, mais on s\u2019attend \u00e0 ce que ce pourcentage atteigne les 30%. Sur notre march\u00e9 limit\u00e9, cela signifie donc qu\u2019un magasin sur trois sera superflu.<\/p>\n<p>Cette tendance est encore renforc\u00e9e par le fait que de nombreux retailers retirent une partie de leur assortiment de leur magasin pour la placer online. Ainsi les commer\u00e7ants peuvent se contenter d\u2019espaces\u00a0 commerciaux plus restreint, et au bout compte le nombre de magasins diminuera.<\/p>\n<p>Ce calcul, selon Cor Molenaar, est \u00e9galement valable pour le Belgique. \u00ab Bien que le pays \u00e9volue plus lentement au niveau de l\u2019e-commerce, il ne faut pas sous-estimer la Belgique ! Actuellement le commerce en ligne repr\u00e9sente 7% du chiffre de vente, mais \u00e0 l\u2019avenir cela \u00e9voluera vers les 20 \u00e0 25%. \u00bb<\/p>\n<h2>\n<br \/>Innovation outre-Atlantique<\/h2>\n<p>Quant \u00e0 savoir ce que l\u2019avenir nous r\u00e9serve, il est souvent int\u00e9ressant de jeter un coup d\u2019\u0153il \u00e0 l\u2019\u00e9tranger. Ainsi les Pays-Bas attendent\u00a0 depuis longtemps l\u2019arriv\u00e9e d\u2019Amazon : le jour o\u00f9 cela arrivera, les grands acteurs actuels en subiront les cons\u00e9quences. \u00ab Ils s\u2019en apercevront tr\u00e8s certainement. N\u2019oublions pas qu\u2019Amazon est un v\u00e9ritable innovateur et qu\u2019il est 10% moins cher que les offreurs les meilleur march\u00e9 en Belgique et aux Pays-Bas. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Autre tendance qui nous vient d\u2019outre-Atlantique : l\u2019utilisation accrue des m\u00e9dias sociaux. Rien de neuf, direz-vous, mais selon le professeur, une deuxi\u00e8me g\u00e9n\u00e9ration d\u2019utilisateurs de m\u00e9dias sociaux aurait d\u00e9j\u00e0 vu le jour. Alors que l\u2019usage de la premi\u00e8re g\u00e9n\u00e9ration se limitait \u00e0 l\u2019envoi de messages et de news feeds, actuellement l\u2019usage des m\u00e9dias sociaux est bien plus pouss\u00e9. \u00ab Une fois ancr\u00e9s dans notre vie quotidienne,\u00a0 les m\u00e9dias sociaux auront un impact consid\u00e9rable \u00bb, pr\u00e9dit Molenaar.<\/p>\n<p>\u00a0<\/p>\n<p>Le professeur Cor Molenaar donnera une conf\u00e9rence lors de l\u2019avant-programme \u2018Shopper experience marketing\u2019 du Congr\u00e8s Retaildetail du jeudi\u00a0 25 avril \u00e0 Schelle. <a target=\"_blank\" href=\"http:\/\/retaildetailcongres.be\/images\/stories\/2013\/Advertentie_Shopper_FR.pdf\" rel=\"noopener\">D\u00e9couvrez ici le programme dans sa totalit\u00e9<\/a> et <a target=\"_blank\" href=\"http:\/\/www.retaildetailcongres.be\/fr\/inscription\" rel=\"noopener\">inscrivez-vous via www.retaildetailcongres.be<\/a>.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le p\u00eacheur offline et le chasseur online \u00ab Le retailer physique est un p\u00eacheur, le retailer online est un chasseur \u00bb, estime le professeur Cor Molenaar. En d\u2019autres termes, l\u2019un est passif, alors que l\u2019autre agit. Un commer\u00e7ant offline attend que les clients d\u00e9cident de se rendre et d\u2019acheter dans son magasin. Il peut tenter [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[40],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-2848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-bleed"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cor Molenaar : \u00ab Les retailers offline p\u00eachent, les e-tailers chassent \u00bb - RetailDetail BE<\/title>\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\/in-bleed\/cor-molenaar-les-retailers-offline-pechent-les-e-tailers-chassent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cor Molenaar : \u00ab Les retailers offline p\u00eachent, les e-tailers chassent \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Le p\u00eacheur offline et le chasseur online \u00ab Le retailer physique est un p\u00eacheur, le retailer online est un chasseur \u00bb, estime le professeur Cor Molenaar. 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