{"id":37808,"date":"2019-12-19T14:20:51","date_gmt":"2019-12-19T14:20:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-liste-de-courses-guide-les-visites-au-supermarche\/"},"modified":"2019-12-19T14:20:51","modified_gmt":"2019-12-19T14:20:51","slug":"la-liste-de-courses-guide-les-visites-au-supermarche","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-liste-de-courses-guide-les-visites-au-supermarche\/","title":{"rendered":"La liste de courses guide les visites au supermarch\u00e9"},"content":{"rendered":"

Quand est-ce que la tentation s\u2019immisce au supermarch\u00e9\u2009? Selon une \u00e9tude men\u00e9e par l\u2019Universit\u00e9 de Stanford, cela d\u00e9pend de si les acheteurs utilisent une liste de courses ou non. Les clients suivant une liste restent plus longtemps concentr\u00e9s et motiv\u00e9s.<\/p>\n

<\/p>\n

Les listes absorbent toute l\u2019attention…<\/h2>\n

En suivant les clients dans le supermarch\u00e9 gr\u00e2ce \u00e0 des minicam\u00e9ras plac\u00e9es comme des oreillettes, des chercheurs des universit\u00e9s de Stanford, Portland et Singapour ont d\u00e9couvert que les listes constituent en facteur d\u00e9cisif<\/a> dans le comportement d\u2019achat des consommateurs dans le supermarch\u00e9.\u00a0<\/p>\n

\u00a0<\/p>\n

Celui qui suit une liste ralentit progressivement son rythme d\u2019achat\u00a0: il prend les articles de la liste les uns apr\u00e8s les autres, mais sa distraction augmente vers ma fin. Plus ils restent longtemps dans le magasin, plus il leur faut du temps avant de mettre de nouveaux produits dans leur caddie. Selon les chercheurs, cela signifie qu\u2019ils d\u00e9vient de leur liste et commencent \u00e0 regarder autour d\u2019eux.<\/p>\n

\u00a0<\/p>\n

C\u2019est logique, explique Szu-chi Huang, professeur de marketing \u00e0 l\u2019universit\u00e9 de Stanford\u00a0: les acheteurs ayant une liste ont quelque chose sur quoi se concentrer et cette derni\u00e8re leur indique en outre o\u00f9 ils en sont dans leurs achats. Vers la fin, la concentration se rel\u00e2che\u00a0: ils ont de toute fa\u00e7on d\u00e9j\u00e0 trouv\u00e9 la majorit\u00e9 de leurs produits et leur visite est presque achev\u00e9e, ils s\u2019ouvrent alors davantage aux stimuli ext\u00e9rieurs.<\/p>\n

\u00a0<\/p>\n

… mais aussi motiver<\/h2>\n

Pour les consommateurs faisant leurs courses sans liste, soit pr\u00e8s des deux tiers des 237 participants \u00e0 l\u2019\u00e9tude, le \u00ab\u2009parcours du client\u2009\u00bb ressemblait davantage \u00e0 une courbe. Le temps entre leurs choix a rapidement augment\u00e9 jusqu\u2019\u00e0 plus de la moiti\u00e9 de leur visite au magasin, avant de diminuer ensuite aussi rapidement jusqu\u2019\u00e0 ce qu\u2019ils arrivent \u00e0 la caisse. Ceux qui n\u2019ont pas utilis\u00e9 une liste ont \u00e9t\u00e9 distraits de leur but plus rapidement.\u00a0<\/p>\n

\u00a0<\/p>\n

\u00ab\u2009Ils n\u2019ont pas de quoi s\u2019ancrer pour leur permettre de garder le cap\u2009\u00bb, d\u00e9clare Szu-chi Huang\u00a0: \u00ab\u2009Ils perdent leur concentration au milieu de la visite et commencent \u00e0 regarder autour d\u2019eux\u2009\u00bb. Mais apr\u00e8s avoir tra\u00een\u00e9 un peu, ils se trouvent de nouveaux buts ou finissent par se rappeler qu\u2019ils n\u2019ont pas encore tout et se d\u00e9cident plus rapidement pour enfin passer en caisse.<\/p>\n

\u00a0<\/p>\n

Le m\u00eame comportement a \u00e9galement pu \u00eatre observ\u00e9 lors d\u2019un test num\u00e9rique men\u00e9 sur le site d\u2019un supermarch\u00e9 en ligne. Les consommateurs qui ont re\u00e7u une liste remplissaient leur panier virtuel de plus en plus lentement vers la fin, tandis que les consommateurs sans liste \u00e9taient plus lents au milieu de leur visite, avant d\u2019acc\u00e9l\u00e9rer \u00e0 nouveau le rythme par la suite. Il est toutefois int\u00e9ressant de noter que la vitesse semble correspondre \u00e0 la motivation\u00a0: les gens aiment pouvoir rayer des choses sur une liste. Cela montre le progr\u00e8s et cela motive.<\/p>\n

\u00a0<\/p>\n

Distraction au milieu ou \u00e0 la fin<\/h2>\n

Alors, quand les consommateurs sont-ils le plus tent\u00e9s de faire un achat impr\u00e9vu ou de d\u00e9couvrir de nouveaux produits\u2009? Cela d\u00e9pend de s\u2019ils suivent ou non une liste. \u00ab\u2009L\u2019\u00e9lan est important et vous ne voulez pas l\u2019interrompre\u2009\u00bb, affirme Jacob Suher de l\u2019universit\u00e9 de Portland \u00ab\u2009Mais il y a des moments o\u00f9 vous voulez interrompre un client, et c\u2019est l\u00e0 qu\u2019ils devraient ralentir eux-m\u00eames leur rythme d\u2019achat.\u2009\u00bb<\/p>\n

\u00a0<\/p>\n

Ceux qui n\u2019utilisent pas de listes peuvent \u00eatre plus int\u00e9ress\u00e9s par une d\u00e9monstration culinaire ou une d\u00e9gustation si ces distractions sont plac\u00e9es au milieu du magasin, puisque c\u2019est \u00e0 ce moment que leur concentration est au plus bas. En revanche, il semblerait que les clients munis de listes seraient probablement plus sensibles \u00e0 de nouvelles exp\u00e9riences et \u00e0 des actions marketing vers la fin de leurs courses.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Quand est-ce que la tentation s\u2019immisce au supermarch\u00e9\u2009? Selon une \u00e9tude men\u00e9e par l\u2019Universit\u00e9 de Stanford, cela d\u00e9pend de si les acheteurs utilisent une liste de courses ou non. Les clients suivant une liste restent plus longtemps concentr\u00e9s et motiv\u00e9s. Les listes absorbent toute l\u2019attention… En suivant les clients dans le supermarch\u00e9 gr\u00e2ce \u00e0 des […]<\/p>\n","protected":false},"author":1,"featured_media":37805,"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":[24],"tags":[],"people":[],"extra":[43],"company":[],"topic":[],"region":[],"class_list":["post-37808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"\nLa liste de courses guide les visites au supermarch\u00e9 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Wanneer slaat de verleiding toe in de supermarkt? 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