{"id":40603,"date":"2020-04-30T12:24:50","date_gmt":"2020-04-30T12:24:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/la-nouvelle-norme-est-de-miser-encore-plus-sur-lomnicanal-2\/"},"modified":"2020-04-30T12:24:50","modified_gmt":"2020-04-30T12:24:50","slug":"la-nouvelle-norme-est-de-miser-encore-plus-sur-lomnicanal-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/la-nouvelle-norme-est-de-miser-encore-plus-sur-lomnicanal-2\/","title":{"rendered":"La \u00ab\u2009nouvelle norme\u2009\u00bb est de miser encore plus sur l\u2019omnicanal"},"content":{"rendered":"

\u00c0 moins que les d\u00e9taillants ne misent r\u00e9ellement sur l\u2019omnicanal et ne red\u00e9finissent le r\u00f4le du magasin, ils ne seront pas pr\u00e9par\u00e9s pour le monde post-coronavirus. Le cabinet de conseil McKinsey dresse la liste des consid\u00e9rations les plus cruciales.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Rentabilit\u00e9 en danger<\/h2>\n

La pand\u00e9mie de coronavirus a peut-\u00eatre chang\u00e9 \u00e0 jamais le comportement des consommateurs, \u00e0 tel point qu\u2019on \u00e9voque aujourd\u2019hui l\u2019apparition d\u2019une \u00ab\u2009nouvelle norme\u2009\u00bb… mais \u00e0 quoi ressemble-t-elle<\/a>\u2009? C\u2019est la question qui occupe, ou devrait occuper, tout le monde en ce moment. Il est clair que la confiance des consommateurs est en chute libre et entraine, par cons\u00e9quent, une diminution des d\u00e9penses non essentielles. Samsung<\/strong> lui-m\u00eame a \u00e9mis un avertissement cette semaine\u00a0: les consommateurs reportent actuellement l\u2019achat d\u2019un nouveau smartphone ou d\u2019un nouveau t\u00e9l\u00e9viseur.<\/p>\n

\u00a0<\/p>\n

En attendant, le commerce \u00e9lectronique prend son envol\u00a0: de nouveaux groupes de consommateurs, tels que les baby-boomers et les membres de la g\u00e9n\u00e9ration Z, d\u00e9couvrent l\u2019Internet, tandis que les autres comptent d\u00e9sormais sur le commerce en ligne pour acheter de nouvelles cat\u00e9gories de produits. Une fois qu\u2019ils auront go\u00fbt\u00e9 \u00e0 cette facilit\u00e9, ils ne voudront plus y renoncer. En Asie, o\u00f9 l\u2019adoption du commerce \u00e9lectronique \u00e9tait d\u00e9j\u00e0 beaucoup plus \u00e9lev\u00e9e, ils s\u2019attendent pourtant encore \u00e0 une augmentation soutenue du recours \u00e0 ce canal allant de 3 \u00e0 6\u00a0%, m\u00eame apr\u00e8s la r\u00e9ouverture des magasins.<\/p>\n

\u00a0<\/p>\n

Le gros probl\u00e8me est que cela pourrait s\u00e9rieusement mettre en p\u00e9ril les magasins physiques. McKinsey donne l\u2019exemple suivant pour illustrer cela\u00a0: si l\u2019adoption de l\u2019e-commerce augmente d\u2019environ 10\u00a0% et que la marge brute baisse de 1\u00a0% en raison d\u2019une pression accrue sur les prix, les d\u00e9taillants pourraient s\u2019attendre \u00e0 ce que la rentabilit\u00e9 des magasins tombe \u00e0 5\u00a0%.<\/p>\n

\u00a0<\/p>\n

De nouvelles mesures omnicanal sont n\u00e9cessaires<\/h2>\n

Jusqu\u2019\u00e0 53\u00a0% des magasins de v\u00eatements et des magasins sp\u00e9cialis\u00e9s aux \u00c9tats-Unis pr\u00e9voient de fermer les magasins les moins performants apr\u00e8s la crise du COVID-19. Mais qu\u2019est-ce qu\u2019un magasin performant\u2009? N\u2019oubliez pas de prendre en compte l\u2019impact du commerce \u00e9lectronique sur le point de vente physique, explique McKinsey. Miser davantage sur l\u2019omnicanal devient une n\u00e9cessit\u00e9 absolue.<\/p>\n

\u00a0<\/p>\n

Le r\u00f4le du magasin devra certainement \u00eatre red\u00e9fini, par exemple, en proposant des lancements de produits exclusifs ou vendus uniquement en magasin, dans un premier temps. Sans les \u00ab\u2009basics\u2009\u00bb tels que les services de collecte et le syst\u00e8me \u00ab\u2009achats en ligne, retrait en magasins\u2009\u00bb, les d\u00e9taillants n\u2019y arriveront pas. La personnalisation \u00e0 l\u2019aide des donn\u00e9es permet \u00e9galement aux points de vente physiques et aux boutiques en ligne d\u2019offrir le m\u00eame niveau de service.<\/p>\n

\u00a0<\/p>\n

La participation du personnel est \u00e9videmment n\u00e9cessaire\u00a0: McKinsey conseille, par exemple, de r\u00e9compenser les employ\u00e9s des magasins lorsque les ventes en ligne augmentent dans la zone de chalandise. Malgr\u00e9 les licenciements malheureusement imminents dans le secteur, les consultants recommandent de faire attention \u00e0 garder les plus grands talents \u00e0 bord. En effet, les effets durables de la crise exigent une r\u00e9\u00e9valuation des t\u00e2ches dans les magasins, des comp\u00e9tences attendues, des niveaux de personnel minimum et d\u2019autres aspects de la composition des \u00e9quipes. Les commer\u00e7ants doivent donc pouvoir former leurs employ\u00e9s et les d\u00e9ployer de mani\u00e8re plus flexible.<\/p>\n

\u00a0<\/p>\n

Transfert et num\u00e9risation des t\u00e2ches<\/h2>\n

Le cabinet de conseil a \u00e9galement observ\u00e9 que proc\u00e9der \u00e0 une r\u00e9duction des co\u00fbts allait devenir in\u00e9vitable\u00a0: les d\u00e9taillants devront am\u00e9liorer la productivit\u00e9 des magasins de 20 \u00e0 30\u00a0% pour compenser le passage au canal en ligne et la diminution des visites en magasins physiques. Mais comment faire plus avec moins de monde\u2009?<\/p>\n

\u00a0<\/p>\n

Certaines t\u00e2ches (telles que l\u2019\u00e9tiquetage des prix) peuvent \u00eatre transf\u00e9r\u00e9es des magasins vers les centres de distribution ou, si possible, vers les sites des fournisseurs. \u00ab\u2009Les d\u00e9taillants doivent num\u00e9riser et automatiser les op\u00e9rations en magasin dans la mesure du possible afin de lib\u00e9rer davantage les employ\u00e9s pour un travail de qualit\u00e9\u2009\u00bb, affirme McKinsey, qui a observ\u00e9 que 60 \u00e0 70\u00a0% du processus de retour d\u2019un d\u00e9taillant type peut, par exemple, \u00eatre num\u00e9ris\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00c0 moins que les d\u00e9taillants ne misent r\u00e9ellement sur l\u2019omnicanal et ne red\u00e9finissent le r\u00f4le du magasin, ils ne seront pas pr\u00e9par\u00e9s pour le monde post-coronavirus. Le cabinet de conseil McKinsey dresse la liste des consid\u00e9rations les plus cruciales. \u00a0 Rentabilit\u00e9 en danger La pand\u00e9mie de coronavirus a peut-\u00eatre chang\u00e9 \u00e0 jamais le comportement des […]<\/p>\n","protected":false},"author":1,"featured_media":40600,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-40603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus"],"acf":[],"yoast_head":"\nLa \u00ab\u2009nouvelle norme\u2009\u00bb est de miser encore plus sur l\u2019omnicanal - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u00c0 moins que les d\u00e9taillants ne misent r\u00e9ellement sur 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