{"id":2936,"date":"2013-04-18T14:48:22","date_gmt":"2013-04-18T14:48:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/la-resurrection-des-imprimes\/"},"modified":"2013-04-18T14:48:22","modified_gmt":"2013-04-18T14:48:22","slug":"la-resurrection-des-imprimes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/la-resurrection-des-imprimes\/","title":{"rendered":"La r\u00e9surrection des imprim\u00e9s"},"content":{"rendered":"<h2>Un marketing cibl\u00e9 et personnalis\u00e9 \u2026<\/h2>\n<p>\u00ab Quasi tous les folders et brochures \u00e0 coupons que je re\u00e7ois dans ma bo\u00eete aux lettres, atterrissent dans la poubelle. Ils font la promotion de produits que n\u2019ach\u00e8te jamais, ils ne s\u2019adressent pas \u00e0 moi personnellement, donc ils ne m\u2019int\u00e9ressent pas \u00bb, avoue d\u2019embl\u00e9e Ronen Zioni. \u00ab Le probl\u00e8me, c\u2019est qu\u2019actuellement on ne se rend pas suffisamment compte que l\u2019on peut proc\u00e9der de mani\u00e8re tr\u00e8s cibl\u00e9e et personnalis\u00e9e par le biais des imprim\u00e9s. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Alors comment faire concr\u00e8tement ? Voil\u00e0 la question \u00e0 laquelle r\u00e9pondra le pr\u00e9-congr\u00e8s \u2018Long live print\u2019. \u00ab Nos conf\u00e9renciers\u00a0 d\u00e9montreront comment l\u2019impression digitale permet une communication efficace et cibl\u00e9e dans diff\u00e9rents domaine du marketing dans le retail. Cela peut aller de l\u2019imprim\u00e9 de masse personnalis\u00e9 (par exemple un folder de supermarch\u00e9 personnalis\u00e9 pour chacun), en passant par les \u2018in-store graphics\u2019 jusqu\u2019 au \u2018direct mailing\u2019. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>\u2026 aussi sur papier<\/h2>\n<p>Selon Ronen Zioni, le facteur-cl\u00e9 est de recueillir et de conserver toutes les donn\u00e9es des clients. \u00ab L\u2019importance d\u2019une bonne gestion et d\u2019un stockage efficace des informations clients ne peut \u00eatre sous-estim\u00e9e. Ainsi avec des imprim\u00e9s, en combinaison avec un design attrayant visuellement, vous obtiendrez\u00a0 un moyen de communication puissant. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab On sait bien que le taux de conversion des m\u00e9dias sociaux est relativement faible, alors que celui de la communication directe imprim\u00e9e est bien plus \u00e9lev\u00e9, ce qui finalement est logique : si vous recevez du courrier qui vous est adress\u00e9 personnellement, votre attention est attir\u00e9e et vous ouvrez ce courrier \u00bb, ajoute le directeur en marketing.<\/p>\n<h2>\n<br \/>La r\u00e9volution des imprim\u00e9s<\/h2>\n<p>Pour HP il ne s\u2019agit nullement de d\u00e9laisser la communication digitale et les m\u00e9dias. Au contraire, l\u2019objectif est de d\u00e9montrer la compl\u00e9mentarit\u00e9 des deux. \u00ab Les imprim\u00e9s ont encore leur raison d\u2019\u00eatre dans l\u2019univers digital, voil\u00e0 notre message. Il s\u2019agit avant tout de les r\u00e9int\u00e9grer dans le marketing mix. \u00bb<\/p>\n<p>Mais d\u2019abord, il faut que les gens changent l\u2019id\u00e9e qu\u2019ils ont des imprim\u00e9s, qui ne sont plus aujourd\u2019hui ce qu\u2019ils \u00e9taient hier. \u00ab Nous assistons \u00e0 une r\u00e9elle r\u00e9volution dans le monde des imprim\u00e9s et nous voulons mener cette r\u00e9volution. Notre strat\u00e9gie consiste \u00e0 collaborer avec des bureaux de marketing de marques r\u00e9put\u00e9es et avec des agences retail, afin de les convaincre des nouvelles opportunit\u00e9s que peuvent offrir les imprim\u00e9s en tant que m\u00e9dia. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>\u00ab D\u2019une production de masse \u00e0 une production individuelle \u00bb<\/h2>\n<p>La nouvelle impression digitale est encore en pleine phase de d\u00e9veloppement. \u00ab La qualit\u00e9 est d\u00e9j\u00e0 au point \u00bb, affirme Ronen Zioni, \u00ab mais au niveau de la rapidit\u00e9, il y a encore des progr\u00e8s \u00e0 faire. Pour des imprim\u00e9s classiques \u00e0 tirage \u00e9lev\u00e9, c\u2019est moins int\u00e9ressant. \u00bb En ce moment l\u2019impression digitale est uniquement appropri\u00e9e pour les imprim\u00e9s avec une valeur ajout\u00e9e, notamment pour des projets n\u00e9cessitant une personnalisation et une qualit\u00e9 sup\u00e9rieure. Ou comme le r\u00e9sume tr\u00e8s bien Symeta : d\u2019une production de masse \u00e0 une production individuelle.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab Les imprim\u00e9s font leur comeback : aujourd\u2019hui ils sont plus cibl\u00e9s, plus efficaces et plus personnalis\u00e9s que jamais \u00bb, conclut Zioni. \u00ab Un imprim\u00e9 personnalis\u00e9 peut cr\u00e9er un lien affectif avec le message et la marque. Les solutions digitales\u00a0 de HP vont plus loin que la simple impression et proposent\u00a0 une approche globale, qui peut d\u00e9clencher cette r\u00e9action \u00e9motionnelle chez le client. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab D\u2019ailleurs saviez-vous que les imprim\u00e9s sont plus \u00e9cologiques que les m\u00e9dias digitaux ? L\u2019\u00e9nergie consomm\u00e9e par tous les serveurs et les ordinateurs laisse une empreinte \u00e9cologique plus \u00e9lev\u00e9e que celle du papier. Pour chaque arbre abattu pour fabriquer du papier, on en replante deux \u00e0 la place. Vous seriez \u00e9tonn\u00e9s \u00e0 quel point les imprim\u00e9s sont respectueux de l\u2019environnement ! \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u2018Long live print\u2019 est un avant-programme dans le cadre du Congr\u00e8s Retaildetail du jeudi 25 avril au San Marco Village \u00e0 Schelle. <a target=\"_blank\" href=\"http:\/\/retaildetailcongres.be\/images\/stories\/2013\/Advertentie_Print_ENG.pdf\" rel=\"noopener\">D\u00e9couvrez ici la totalit\u00e9 du programme <\/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>Un marketing cibl\u00e9 et personnalis\u00e9 \u2026 \u00ab Quasi tous les folders et brochures \u00e0 coupons que je re\u00e7ois dans ma bo\u00eete aux lettres, atterrissent dans la poubelle. Ils font la promotion de produits que n\u2019ach\u00e8te jamais, ils ne s\u2019adressent pas \u00e0 moi personnellement, donc ils ne m\u2019int\u00e9ressent pas \u00bb, avoue d\u2019embl\u00e9e Ronen Zioni. \u00ab Le [&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-2936","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>La r\u00e9surrection des imprim\u00e9s - 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\/la-resurrection-des-imprimes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La r\u00e9surrection des imprim\u00e9s - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Un marketing cibl\u00e9 et personnalis\u00e9 \u2026 \u00ab Quasi tous les folders et brochures \u00e0 coupons que je re\u00e7ois dans ma bo\u00eete aux lettres, atterrissent dans la poubelle. Ils font la promotion de produits que n\u2019ach\u00e8te jamais, ils ne s\u2019adressent pas \u00e0 moi personnellement, donc ils ne m\u2019int\u00e9ressent pas \u00bb, avoue d\u2019embl\u00e9e Ronen Zioni. \u00ab Le [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/la-resurrection-des-imprimes\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-18T14:48:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.retaildetail.be\/wp-content\/uploads\/2022\/04\/logo.png?fit=281%2C147&quality=100&strip=all&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"281\" \/>\n\t<meta property=\"og:image:height\" content=\"147\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"dev@grandiz.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"dev@grandiz.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/\"},\"author\":{\"name\":\"dev@grandiz.com\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/ba2d383452a753a3a1ce8cdb349b5fc9\"},\"headline\":\"La r\u00e9surrection des imprim\u00e9s\",\"datePublished\":\"2013-04-18T14:48:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/\"},\"wordCount\":714,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/logo.png\",\"articleSection\":[\"In bleed\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2013\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/in-bleed\\\/la-resurrection-des-imprimes\\\/\",\"name\":\"La r\u00e9surrection des imprim\u00e9s - 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