{"id":32018,"date":"2019-03-18T13:30:12","date_gmt":"2019-03-18T13:30:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/havas-lance-un-reseau-dexpertise-retail-2\/"},"modified":"2019-03-18T13:30:12","modified_gmt":"2019-03-18T13:30:12","slug":"havas-lance-un-reseau-dexpertise-retail-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/havas-lance-un-reseau-dexpertise-retail-2\/","title":{"rendered":"Havas lance un r\u00e9seau d\u2019expertise retail"},"content":{"rendered":"<p>Les marques et les retailers sont confront\u00e9s \u00e0 d\u2019importants d\u00e9fis, suite \u00e0 la disruption digitale. Gr\u00e2ce \u00e0 une nouvelle offre de services, l\u2019agence publicitaire <strong>Havas<\/strong> veut les accompagner dans leur processus de transformation.<\/p>\n<p><!--break--><\/p>\n<h2>\nPlateforme de connaissances<\/h2>\n<p>\u00ab Le retail traverse une phase de grands bouleversements. Songez \u00e0 l\u2019impact d\u2019<strong>Amazon<\/strong> et <strong>Alibaba<\/strong>, \u00e0 l\u2019\u00e9mergence de nouvelles plateformes et accords de collaboration, \u00e0 la perc\u00e9e de l\u2019intelligence artificielle et du commerce vocal, \u2026 Le secteur doit se r\u00e9inventer. Notre r\u00f4le consiste \u00e0 accompagner les retailers dans ce processus de transformation \u00bb, explique Christian de La Villehuchet de Havas Group.<\/p>\n<p>\nBaptis\u00e9e h\/commerce, l\u2019entreprise d\u00e9veloppe un r\u00e9seau d\u2019expertise international, pour aider les retailers et les marques \u00e0 affronter les grands d\u00e9fis auxquels ils sont confront\u00e9s. Une cellule \u00e0 Paris dirige le r\u00e9seau et nourrit les experts d\u2019id\u00e9es et d\u2019informations, tandis que la plateforme de connaissances Agora produit un contenu \u00e9toff\u00e9 sur des sujets tels qu\u2019Amazon, Alibaba, le commerce vocal, le \u2018phygital retail\u2019, Google, \u2026 \u00ab Nos experts comprennent le retail. Gr\u00e2ce \u00e0 ce r\u00e9seau, il nous est possible d\u2019internationaliser rapidement chaque bonne id\u00e9e. \u00bb<\/p>\n<p>\nHavas Bruxelles a \u00e9t\u00e9 le premier \u00e0 lancer h\/commerce, suivi par d\u2019autres pays comme l\u2019Australie, la France et l\u2019Italie, entre autres. Pour l\u2019entreprise il s\u2019agit en partie d\u2019une op\u00e9ration de rattrapage : \u00ab Le retail repr\u00e9sente 13% des investissements publicitaires, mais chez nous ce pourcentage se limite \u00e0 7%. Nous n\u2019atteignons donc pas notre \u2018fair share\u2019, bien que nous soyons des experts. C\u2019est pourquoi nous voulons nous profiler plus solidement et devenir un r\u00e9el partenaire strat\u00e9gique pour les d\u00e9taillants et les marques qui aujourd\u2019hui sont confront\u00e9s \u00e0 des changements radicaux. \u00bb<\/p>\n<h2>\nMarques pertinentes<\/h2>\n<p>Quels sont aujourd\u2019hui les grands d\u00e9fis pour les retailers et les marques ? \u00ab En Belgique nous constatons que le consommateur fait un \u00e9norme grand \u00e9cart \u00bb, explique Ingrid Bottelberghs de Havas Bruxelles. \u00ab D\u2019une part le consommateur est tr\u00e8s attentif aux prix : 12% des Belges privil\u00e9gient le prix, contre 6% ailleurs. De plus, l\u2019\u00e9volution r\u00e9ussie des hard discounters vers le \u2018smart discount\u2019 est significative \u00e0 cet \u00e9gard. D\u2019autre part le consommateur exige plus de commodit\u00e9 et de rapidit\u00e9. Comment en tant que marque combler cet \u00e9cart ? Chez Havas nous croyons aux marques pertinentes. Les consommateurs\u00a0 demandent davantage de transparence. Les familles montent sur les barricades, participent aux marches pour le climat et veulent savoir d\u2019o\u00f9 proviennent leurs v\u00eatements et leur alimentation \u2026 En tant que marque, il faut comprendre ce grand \u00e9cart et y rem\u00e9dier, pour rester dans la course. Comment dans ce contexte les marques peuvent-elles renforcer leur pr\u00e9sence ? Comment peuvent-elles r\u00e9agir \u00e0 l\u2019arriv\u00e9e d\u2019Amazon ou l\u2019anticiper?<\/p>\n<p>\nPar ailleurs les retailers et les marques se trouvent face \u00e0 d\u2019\u00e9normes d\u00e9fis m\u00e9diatiques, souligne Morgan Libert de Havas Media. \u00ab Nous ne nous limitons pas \u00e0 des plans m\u00e9diatiques, nous menons des discussions strat\u00e9giques fondamentales. \u00bb Havas Media a notamment lanc\u00e9 le \u2018commerce booster\u2019 COMBOO, un outil qui aide les marques \u00e0 augmenter la conversion et \u00e0 mieux harmoniser l\u2019exp\u00e9rience online et offline. \u00ab Nous d\u00e9veloppons par exemple, en collaboration avec un sp\u00e9cialiste de la \u2018gamification\u2019, des jeux simples li\u00e9s \u00e0 des actions promotionnelles. Cela permet d\u2019augmenter le trafic, d\u2019obtenir des donn\u00e9es int\u00e9ressantes via l\u2019app, d\u2019augmenter la conversion avec des vouchers et de faire passer un message. En nous appuyant sur de nouvelles possibilit\u00e9s technologiques nous allions les m\u00e9dias, la cr\u00e9ation et la technologie. \u00bb<\/p>\n<p>\nHavas ne vise pas purement les retailers, mais \u00e9galement les marques qui se trouvent dans cet environnement retail en pleine mutation. C\u2019est pourquoi cette initiative a \u00e9t\u00e9 baptis\u00e9e h\/commerce et non h\/retail. Parmi les clients de l\u2019agence, figurent notamment Galeria Inno, Carglass, ING, C\u00f4te d\u2019Or, Balade, Soubry et Ferrero. Carrefour, retailer en pleine transformation, est l\u2019une des derni\u00e8res conqu\u00eates de Havas : \u00ab Nous allons les accompagner dans les grands d\u00e9fis auxquels ils sont confront\u00e9s. Chose que nous faisons en cocr\u00e9ation avec les consommateurs, car le parcours client dans son ensemble a chang\u00e9. \u00bb<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marques et les retailers sont confront\u00e9s \u00e0 d\u2019importants d\u00e9fis, suite \u00e0 la disruption digitale. Gr\u00e2ce \u00e0 une nouvelle offre de services, l\u2019agence publicitaire Havas veut les accompagner dans leur processus de transformation. Plateforme de connaissances \u00ab Le retail traverse une phase de grands bouleversements. Songez \u00e0 l\u2019impact d\u2019Amazon et Alibaba, \u00e0 l\u2019\u00e9mergence de nouvelles [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32015,"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-32018","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>Havas lance un r\u00e9seau d\u2019expertise retail - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les marques et les retailers sont confront\u00e9s \u00e0 d\u2019importants d\u00e9fis, suite \u00e0 la disruption digitale. 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