{"id":31588,"date":"2019-02-27T14:00:06","date_gmt":"2019-02-27T14:00:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/brantano-sinstalle-sur-le-meir-a-anvers-et-lance-une-offensive-mediatique-2\/"},"modified":"2019-02-27T14:00:06","modified_gmt":"2019-02-27T14:00:06","slug":"brantano-sinstalle-sur-le-meir-a-anvers-et-lance-une-offensive-mediatique-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/brantano-sinstalle-sur-le-meir-a-anvers-et-lance-une-offensive-mediatique-2\/","title":{"rendered":"Brantano s\u2019installe sur le Meir  \u00e0 Anvers et lance une offensive m\u00e9diatique"},"content":{"rendered":"<p><strong>FNG<\/strong> appuie sur l\u2019acc\u00e9l\u00e9rateur : une vaste campagne\u00a0publicitaire d\u00e9butera le 1er mars et un magasin <strong>Brantano <\/strong>s\u2019installera sur le Meir \u00e0 Anvers cet \u00e9t\u00e9. Les investissements dans la plateforme web avec intelligence artificielle portent leurs fruits, affirme le CEO Dieter Penninckx.<\/p>\n<p><!--break--><\/p>\n<h2>\nHausse du taux de conversion online<\/h2>\n<p>Le premier magasin\u00a0 en centre-ville de Brantano s\u2019installe \u00e0 un endroit exclusif, dans un immeuble occup\u00e9 jusqu\u2019il y a peu par <strong>Princess<\/strong>. \u00ab C\u2019est un immeuble qui a du caract\u00e8re et qui actuellement est en phase de r\u00e9novation dans le respect de son histoire. L\u2019ouverture est pr\u00e9vue pour l\u2019\u00e9t\u00e9 prochain \u00bb, indique Penninckx. \u00ab Les gens sont de plus en plus nombreux \u00e0 habiter et \u00e0 faire leur shopping en ville, il est donc logique que Brantano y ait sa place. \u00bb Il s\u2019agit d\u2019une premi\u00e8re \u00e9tape importante pour le retailer, qui lorgne d\u00e9j\u00e0 d\u2019autres villes.<\/p>\n<p>\nEn tout cas les tests entam\u00e9s au quatri\u00e8me trimestre 2018 avec<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/%C2%AB-brantano-veut-devenir-la-marque-de-mode-de-r%C3%A9f%C3%A9rence-pour-tous-%C2%BB\" target=\"_blank\" rel=\"noopener\"> les deux nouvelles formules de magasin <\/a>se sont tr\u00e8s bien d\u00e9roul\u00e9s, affirme le CEO. Pour 2019 nous avons d\u00e9j\u00e0 programm\u00e9 environ trois points de vente \u2018boutik by brantano\u2019 et environ trois \u2018Brantano Market\u2019.<\/p>\n<p>\nEn ligne aussi le groupe passe \u00e0 la vitesse sup\u00e9rieure : la nouvelle plateforme web, qui a recours \u00e0 l&rsquo;intelligence artificielle, conduit les e-acheteurs bien plus rapidement (25%) au check-out qu\u2019auparavant : \u00ab Maintenant les shoppers finalisent leur achat en 9 clics en moyenne au lieu de 12. Tout s\u2019encha\u00eene plus facilement, ce qui r\u00e9sulte en un taux de conversion plus \u00e9lev\u00e9. En janvier, durant le mois de soldes, nous avons g\u00e9n\u00e9r\u00e9 un chiffre d\u2019affaires trois fois sup\u00e9rieur \u00e0 celui r\u00e9alis\u00e9 en 2018. \u00bb C\u2019est dire si le CEO \u00e9tait s\u00e9rieux lorsqu\u2019il affirmait l\u2019an dernier que <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/brantano-veut-%C3%A9galer-zalando\" target=\"_blank\" rel=\"noopener\">Brantano voulait \u00e9galer <strong>Zalando<\/strong><\/a>.<\/p>\n<h2>\nConseils vestimentaires personnalis\u00e9s<\/h2>\n<p>D\u00e9sormais le webshop propose \u00e9galement des conseils vestimentaires personnalis\u00e9, service baptis\u00e9 Hellow.me. Il s\u2019agit d\u2019une transposition du concept de \u2018curated shopping\u2019 de l\u2019e-tailer <strong>Suitcase<\/strong>, rachet\u00e9 par FNG en 2017. Les clients d\u00e9sirant avoir recours \u00e0 ce service, s\u00e9lectionnent (apr\u00e8s inscription) les produits qu\u2019ils aiment, apr\u00e8s quoi ils recevront des conseils en fonction de leur profil, avec l\u2019aide de l\u2019intelligence artificielle. Ils peuvent ensuite commander ou venir essayer en magasin les v\u00eatements qui leur ont \u00e9t\u00e9 conseill\u00e9s. \u00ab Les tests r\u00e9v\u00e8lent que deux tiers des clients choisissent\u00a0 de se rendre au magasin. Cela cadre merveilleusement dans notre vision \u2018opticanale\u2019 qui combine le shopping online avec le service offline. De plus, les clients qui se rendent dans une boutik by brantano peuvent faire appel \u00e0 un \u2018Style Advisor\u2019 personnel. \u00bb<\/p>\n<p>\nAfin d\u2019informer le grand public de toutes ces nouveaut\u00e9s, <a href=\"https:\/\/www.brantano.be\/fr\/blog\/droom-durf-verander.html\" target=\"_blank\" rel=\"noopener\">le groupe lance une vaste offensive m\u00e9diatique<\/a>. \u00ab Nous avons mis en place ce que nous avions annonc\u00e9 l\u2019an dernier. A pr\u00e9sent nous voulons faire d\u00e9couvrir \u00e0 un plus large public ce qui a chang\u00e9 chez Brantano. C\u2019est pourquoi le 1er mars nous lan\u00e7ons une grande campagne m\u00e9diatique avec le slogan <em>\u2018R\u00eavez, osez et changez\u2019<\/em>, afin de mettre en avant brantano.be. \u00bb La campagne sera diffus\u00e9e \u00e0 la t\u00e9l\u00e9, \u00e0 la radio, en ligne, sur les r\u00e9seaux sociaux et outdoor avec une action locale sur le Meir.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>FNG appuie sur l\u2019acc\u00e9l\u00e9rateur : une vaste campagne\u00a0publicitaire d\u00e9butera le 1er mars et un magasin Brantano s\u2019installera sur le Meir \u00e0 Anvers cet \u00e9t\u00e9. Les investissements dans la plateforme web avec intelligence artificielle portent leurs fruits, affirme le CEO Dieter Penninckx. Hausse du taux de conversion online Le premier magasin\u00a0 en centre-ville de Brantano s\u2019installe [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31585,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-31588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brantano s\u2019installe sur le Meir \u00e0 Anvers et lance une offensive m\u00e9diatique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"FNG appuie sur l\u2019acc\u00e9l\u00e9rateur : une vaste campagne publicitaire 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