{"id":37693,"date":"2019-12-16T12:46:10","date_gmt":"2019-12-16T12:46:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/si-les-magasins-doivent-offrir-une-experience-aux-clients-alors-la-communication-2\/"},"modified":"2019-12-16T12:46:10","modified_gmt":"2019-12-16T12:46:10","slug":"si-les-magasins-doivent-offrir-une-experience-aux-clients-alors-la-communication-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/si-les-magasins-doivent-offrir-une-experience-aux-clients-alors-la-communication-2\/","title":{"rendered":"\u00ab\u2009Si les magasins doivent offrir une exp\u00e9rience aux clients, alors la communication retail doit faire de m\u00eame.\u2009\u00bb"},"content":{"rendered":"<p>La communication du secteur de la distribution \u00e9volue de la promotion \u00e0 un v\u00e9ritable marketing de contenu. Les retailers veulent que leurs messages soient plus inspirants et davantage ax\u00e9s sur l\u2019exp\u00e9rience. L\u2019approche \u00e0 360\u00b0 fait ainsi appel \u00e0 diff\u00e9rents canaux de communication comme les magazines, les vid\u00e9os en ligne, les r\u00e9seaux sociaux&#8230; Tout cela constitue exactement le domaine d\u2019expertise d\u2019<strong>advert&rsquo;HYPE<\/strong>.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Exp\u00e9rience et inspiration<\/h2>\n<p>Qui dit communication pour le commerce de d\u00e9tail, dit g\u00e9n\u00e9ralement \u00ab\u2009d\u00e9pliant ou folder\u2009\u00bb. Cependant, notre visite \u00e0 l\u2019agence de communication advert&rsquo;HYPE nous appris qu\u2019aujourd\u2019hui, communiquer de mani\u00e8re efficace va bien au-del\u00e0 de l\u2019envoi d\u2019offres promotionnelles. L\u2019entreprise familiale r\u00e9cemment cinquantenaire est fin pr\u00eate \u00e0 affronter l\u2019avenir. Managing owner Ulrike Glos passe petit \u00e0 petit le flambeau aux deux managing partners Julia Stocks et Florence Luycx.<br \/>\n\u00a0<\/p>\n<p>\u00ab\u2009Le d\u00e9pliant reste bien s\u00fbr un support important et l\u2019usage du papier ne va certainement pas disparaitre\u2009\u00bb, nous expliquent-ils. \u00ab\u2009Mais le <em>contenu<\/em> devient plus important que la promotion en elle-m\u00eame. \u00c0 l\u2019air du num\u00e9rique, le magasin physique se doit d\u2019\u00eatre plus inspirant et doit offrir une r\u00e9elle exp\u00e9rience au client. La communication des retailers doit donc suivre le mouvement. L\u2019Omnicanal c\u2019est aussi communiquer \u00e0 travers tous les canaux\u00a0: d\u00e9pliants, sites web, vid\u00e9os, r\u00e9seaux sociaux&#8230;\u2009\u00bb. Et c\u2019est pr\u00e9cis\u00e9ment le domaine d\u2019expertise de l\u2019agence de communication advert&rsquo;HYPE, v\u00e9ritable \u00ab\u2009one-stop-shop\u2009\u00bb pour les retailers souhaitant vraiment communiquer selon une approche \u00e0 360\u00b0.<\/p>\n<p>\u00a0<\/p>\n<h2>Avanc\u00e9es technologiques<\/h2>\n<p>Rapidit\u00e9 et flexibilit\u00e9 sont ainsi des facteurs tr\u00e8s importants. Les retailers veulent pouvoir r\u00e9agir tr\u00e8s rapidement aux changements du march\u00e9 ou aux actions des concurrents. \u00ab\u2009De plus, la communication devient de plus en plus personnelle, on \u00e9volue r\u00e9ellement vers un contenu et un marketing personnalis\u00e9. Nous faisons tout notre possible pour nous tenir constamment \u00e0 la page. Ainsi, nous sommes all\u00e9s en voyage d\u2019\u00e9tudes en Chine avec RetailDetail, nous nous rendons \u00e0 des conf\u00e9rences et nous suivons toutes les publications concernant les tendances du commerce de d\u00e9tail au niveau international.\u2009\u00bb<br \/>\n\u00a0<\/p>\n<p>Rester \u00e0 jour, c\u2019est investir. advert&rsquo;HYPE est \u00e0 la pointe de la technologique et utilise par exemple la r\u00e9alit\u00e9 augment\u00e9e et la r\u00e9alit\u00e9 virtuelle. \u00ab\u2009Notre grand studio photo et vid\u00e9o est \u00e9quip\u00e9 de deux \u00ab\u00a0Styleshoot\u00a0\u00bb permettant de r\u00e9aliser de parfaits packshots pour votre boutique en ligne. Nous sommes habitu\u00e9s \u00e0 r\u00e9agir rapidement, une n\u00e9cessit\u00e9e compte tenu de la tendance \u00e0 la \u00ab\u00a0mode rapide\u00a0\u00bb. En effet, tout au long de l\u2019ann\u00e9e, les cha\u00eenes de mode sortent de nouvelles pi\u00e8ces et des collections capsules qui doivent \u00eatre mises en ligne le plus vite possible. \u00c7a c\u2019est notre sp\u00e9cialit\u00e9. Dans le commerce de d\u00e9tail, il y a toujours des contraintes de temps&#8230;\u2009\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Ambiance de travail<\/h2>\n<p>Cela repr\u00e9sente \u00e9galement un d\u00e9fi au niveau logistique. Nous parcourons l\u2019entrep\u00f4t dans lequel sont stock\u00e9s tous les produits et les d\u00e9cors utilis\u00e9s lors des s\u00e9ances photo. Chaque jour de nouvelles pi\u00e8ces arrivent ou des collections doivent \u00eatre renvoy\u00e9es aux retailers. Tout ceci demande donc une gestion sans faille des stocks.<br \/>\n\u00a0<\/p>\n<p>En outre, l\u2019entreprise investit dans un environnement de travail accueillant et confortable\u00a0: du mobilier moderne, un restaurant d\u2019entreprise agr\u00e9able&#8230; Vous le remarquerez d\u00e8s l\u2019entr\u00e9e. \u00ab\u2009On passe beaucoup de temps au travail, une bonne ambiance est donc importante. Nous sommes ax\u00e9s flexibilit\u00e9, c\u2019est en effet l\u2019atmosph\u00e8re d\u2019un coworking qui est privil\u00e9gi\u00e9e ici. De plus, notre entreprise est v\u00e9ritablement bilingue puisqu\u2019environ la moiti\u00e9 de nos coll\u00e8gues sont francophones, ce qui est plut\u00f4t exceptionnel. Nous investissons dans un fort esprit d\u2019\u00e9quipe\u00a0: nous avons d\u00e9fini ensemble nos valeurs et notre mission, nous avons une bo\u00eete \u00e0 id\u00e9es et nous organisons des cours de yoga toutes les deux semaines. Si nos employ\u00e9s sont heureux, ils le transmettent aussi \u00e0 nos clients.\u2009\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Exemple\u00a0: Brico Planit<\/h2>\n<p>La r\u00e9cente campagne publicitaire cr\u00e9\u00e9e par advert\u2019HYPE pour Brico Planit est un exemple int\u00e9ressant. La cha\u00eene de bricolage a d\u00e9cid\u00e9 d\u2019ajouter un rayon de d\u00e9coration inspirante dans ses magasins et souhaite donc renforcer la communication autour de ces tendances d\u00e9co, et ce \u00e0 la fois gr\u00e2ce \u00e0 des d\u00e9pliants, un nouveau site Internet, des newsletters, les r\u00e9seaux sociaux et les magasins. Pour ce faire, atmosph\u00e8re et inspiration sont les ma\u00eetres mots. L\u2019agence de communication a fourni un service total pour cette campagne, allant des conseils strat\u00e9giques \u00e0 la r\u00e9alisation concr\u00e8te.<br \/>\n\u00a0<\/p>\n<p>\u00ab\u2009Nous avons planifi\u00e9 la campagne de A \u00e0 Z. Nous r\u00e9digeons des posts pour Facebook et Instagram. Nous avons con\u00e7u le microsite web trends.brico.be. Nous utilisons les m\u00eames images et le m\u00eame <em>ton de communication<\/em> sur tous les canaux. Nous r\u00e9alisons \u00e9galement les vid\u00e9os de bricolage publi\u00e9es sur la cha\u00eene YouTube de Brico et qui obtiennent d\u2019ailleurs souvent plus de 10\u2009000 vues. Nous nous occupons \u00e9galement des vid\u00e9os de formation internes et des \u00ab\u00a0road books\u00a0\u00bb destin\u00e9s aux points de vente. Pour Brico Planit, nous nous occupons \u00e9galement des spots radio et TV ainsi que de la communication concernant les ouvertures de nouveaux magasins.\u2009\u00bb<br \/>\n\u00a0<\/p>\n<p>Outre Brico et Brico Planit, advert&rsquo;HYPE compte \u00e9galement parmi ses clients d\u2019autres grands noms du commerce de d\u00e9tail comme JBC, Casa International, Cora, Match, Smatch, Bang &amp; Olufsen, Delonghi, Braun, Kenwood, Too Many Bunnies, Fietsen Verhelst&#8230; La soci\u00e9t\u00e9 est active en Belgique, mais aussi dans d\u2019autres pays europ\u00e9ens.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La communication du secteur de la distribution \u00e9volue de la promotion \u00e0 un v\u00e9ritable marketing de contenu. Les retailers veulent que leurs messages soient plus inspirants et davantage ax\u00e9s sur l\u2019exp\u00e9rience. L\u2019approche \u00e0 360\u00b0 fait ainsi appel \u00e0 diff\u00e9rents canaux de communication comme les magazines, les vid\u00e9os en ligne, les r\u00e9seaux sociaux&#8230; Tout cela constitue [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":37690,"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-37693","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>\u00ab\u2009Si les magasins doivent offrir une exp\u00e9rience aux clients, alors la communication retail doit faire de 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