{"id":37188,"date":"2019-11-21T11:32:33","date_gmt":"2019-11-21T11:32:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/ikea-aussi-quitte-amazon-dautres-marques-suivront\/"},"modified":"2019-11-21T11:32:33","modified_gmt":"2019-11-21T11:32:33","slug":"ikea-aussi-quitte-amazon-dautres-marques-suivront","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/ikea-aussi-quitte-amazon-dautres-marques-suivront\/","title":{"rendered":"Ikea aussi quitte Amazon : \u00ab D\u2019autres marques suivront \u00bb"},"content":{"rendered":"<p>Tant <strong>Nike<\/strong> qu\u2019<strong>Ikea <\/strong>ont annonc\u00e9 r\u00e9cemment leur retrait de la place de march\u00e9 d\u2019<strong>Amazon<\/strong>. Les avis concernant les cons\u00e9quences de cette d\u00e9cision divergent.<\/p>\n<p><!--break--><\/p>\n<h2>\nPas besoin d\u2019Amazon<\/h2>\n<p>La semaine derni\u00e8re la marque Nike annon\u00e7ait qu\u2019elle <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-abandonne-la-vente-amazon\" target=\"_blank\" rel=\"noopener\">ne vendrait plus ses produits en direct via Amazon<\/a>, mettant fin ainsi \u00e0 une collaboration de deux ans. L\u2019\u00e9quipementier sportif dit vouloir se concentrer davantage sur \u00ab la relation directe et personnelle avec le client \u00bb et montre donc qu\u2019il n\u2019a pas besoin de la place de march\u00e9 am\u00e9ricaine.<\/p>\n<p>\nLe g\u00e9ant Ikea a lui aussi<a href=\"https:\/\/www.thedrum.com\/news\/2019\/11\/19\/will-nike-and-ikeas-retreat-amazon-backfire\" target=\"_blank\" rel=\"noopener\"> mis fin \u00e0 un accord similaire avec Amazon<\/a>, annonce The Drum. L\u2019enseigne d\u2019ameublement su\u00e9doise avait, en guise de test, commercialis\u00e9 quelques petits articles, notamment des ustensiles de cuisine et des lampes, via la place de march\u00e9 am\u00e9ricaine, mais entre-temps ce projet pilote a \u00e9t\u00e9 abandonn\u00e9. Les raisons de cette d\u00e9cision ne sont pas connues.<\/p>\n<h2>\nContr\u00f4le<\/h2>\n<p>Dans le cas de Nike, c&rsquo;est une question de\u00a0contr\u00f4le, affirme Maureen Hinton, directrice de recherche de Global Data. \u00ab Nike veut le contr\u00f4le total sur sa marque. \u00bb Par contre, Eric Heller du WPP Amazon Center of Excellence estime que la d\u00e9cision de Nike pourrait bien avoir l\u2019effet contraire de l\u2019objectif vis\u00e9 par le label de sport. Pour \u00e9tayer son point de vue, il \u00e9voque le cas de <strong>Birkenstock<\/strong>, qui il y a trois ans a d\u00e9cid\u00e9 de ne plus vendre ses chaussures sur Amazon. \u00ab Birkenstock est le meilleur exemple de ce qui risque d\u2019arriver \u00e0 Nike. Une recherche de chaussures \u2018Birkenstock Arizona\u2019 sur Amazon \u2013 un seul mod\u00e8le de la marque \u2013 donne 601 r\u00e9sultats. Voil\u00e0 ce qui se passe lorsqu\u2019on quitte Amazon. \u00bb<\/p>\n<p>\nMais tout le monde ne partage pas l\u2019avis de Heller : Randy Konik, analyste chez Jefferies, croit m\u00eame que d\u2019autres grandes marques suivront l\u2019exemple de Nike et Ikea. \u00ab La d\u00e9marche montre que les marques fortes se rendent compte que le trafic vers leur propre site est autosuffisant, plus rentable et renforce la marque, tandis que le trafic d\u2019Amazon est moins rentable et contribue moins \u00e0 l\u2019image de la marque. Nous pensons que bon nombre de grandes marques de v\u00eatements (et m\u00eame des marques non vestimentaires) vont \u00e0 l\u2019avenir restreindre, voire m\u00eame \u00e9viter la relation avec Amazon. \u00bb<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tant Nike qu\u2019Ikea ont annonc\u00e9 r\u00e9cemment leur retrait de la place de march\u00e9 d\u2019Amazon. Les avis concernant les cons\u00e9quences de cette d\u00e9cision divergent. Pas besoin d\u2019Amazon La semaine derni\u00e8re la marque Nike annon\u00e7ait qu\u2019elle ne vendrait plus ses produits en direct via Amazon, mettant fin ainsi \u00e0 une collaboration de deux ans. L\u2019\u00e9quipementier sportif dit [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":37185,"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-37188","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>Ikea aussi quitte Amazon : \u00ab D\u2019autres marques suivront \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Tant Nike qu\u2019Ikea ont annonc\u00e9 r\u00e9cemment leur retrait de la place de march\u00e9 d\u2019Amazon. 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