{"id":4256,"date":"2013-10-28T14:58:05","date_gmt":"2013-10-28T14:58:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/humix-pour-fideliser-la-clientele-online-il-faut-optimaliser-le-service\/"},"modified":"2013-10-28T14:58:05","modified_gmt":"2013-10-28T14:58:05","slug":"humix-pour-fideliser-la-clientele-online-il-faut-optimaliser-le-service","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/humix-pour-fideliser-la-clientele-online-il-faut-optimaliser-le-service\/","title":{"rendered":"Humix : \u00ab Pour fid\u00e9liser la client\u00e8le online, il faut optimaliser le service \u00bb"},"content":{"rendered":"<h3>Certains retailers estiment qu\u2019il n\u2019y a pas de diff\u00e9rence entre le client en magasin et le client en ligne. Est-il exact que seul l\u2019environnement est diff\u00e9rent ?<\/h3>\n<p>L.S.: \u00ab Certes, il y a des convergences entre le client online et offline. Ainsi tout client souhaite pouvoir rechercher des produits sp\u00e9cifiques, collecter des informations et comparer, que ce soit online ou offline, peu importe.<\/p>\n<p>Par contre online, le client peut consulter bien plus de \u2018points de vente\u2019 et ainsi multiplier les possibilit\u00e9s de comparaison. Mais vu l\u2019absence de vendeur pour guider et assister le client, le canal online se doit de gagner la confiance du consommateur d\u2019une autre mani\u00e8re. Pour garantir son succ\u00e8s un webshop devra donc se concentrer davantage sur les questions et les besoins sp\u00e9cifiques du client potentiel. \u00bb<\/p>\n<h3>\n<br \/>Alors comment dans l\u2019e-commerce peut-on aborder le client de mani\u00e8re personnelle en l\u2019absence de vendeur ?<\/h3>\n<p>L.S.: \u00ab M\u00eame si cela peut para\u00eetre contradictoire, il est possible d\u2019\u00e9tablir une communication personnelle avec son client en automatisant enti\u00e8rement son marketing digital. Prenez l\u2019exemple de Nespresso : un client ayant achet\u00e9 une machine \u00e0 caf\u00e9, re\u00e7oit un mail, apr\u00e8s un certain laps de temps, lui conseillant de bien entretenir son appareil et lui proposant\u00a0 du m\u00eame coup des r\u00e9ductions sur les produits d\u2019entretien.<\/p>\n<p>En associant le marketing digital aux donn\u00e9es des clients, le retailer pourra\u00a0 envoyer une communication personnalis\u00e9e \u00e0 un groupe-cible aux moments opportuns, sans submerger sa client\u00e8le d\u2019informations qui ne l\u2019int\u00e9resse pas.\u00a0 Ce syst\u00e8me, qui peut \u00eatre presqu\u2019enti\u00e8rement automatis\u00e9, fournit n\u00e9anmoins des informations personnalis\u00e9es au client. Offline tout cela demanderait beaucoup de temps, alors qu\u2019online le proc\u00e9d\u00e9 est simple et rapide. Le client saura appr\u00e9cier ce contact personnel (\u00e0 ses yeux). \u00bb<\/p>\n<h3>\n<br \/>L\u2019objectif de tout retailer est de convaincre le client de revenir dans son magasin pour d\u2019autres achats ? Comment fid\u00e9liser un client en ligne ?<\/h3>\n<p>L.S.: \u00ab L\u2019exp\u00e9rience de magasinage dans son ensemble est importante, qu\u2019il s\u2019agisse de shopping online ou offline. Pourtant il faut savoir que dans l\u2019e-commerce le client est tout aussi attentif au service et \u00e0 la fiabilit\u00e9 qu\u2019\u00e0 un bon prix, \u00e0 tel point que ces deux premiers facteurs d\u00e9termineront la fid\u00e9lit\u00e9 du client au point de vente.<\/p>\n<p>Ainsi Coolblue b\u00e9n\u00e9ficie d\u2019une client\u00e8le online fid\u00e8le, bien que le site ne soit pas le meilleur march\u00e9. La fiabilit\u00e9 et un bon service incitent les clients \u00e0 revenir et \u00e0 ne pas se laisser tenter par des\u00a0 prix inf\u00e9rieurs dans d\u2019autres magasins. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h3>Comment suivre tout cela, \u00e9tant donn\u00e9 que la communication avec le client reste tout de m\u00eame limit\u00e9e dans ce domaine ?<\/h3>\n<p>L.S.: \u00ab Un webshop permet heureusement une analyse et un suivi pr\u00e9cis de tous ces facteurs. Comment les clients aboutissent-ils sur votre webshop ? Quels produits recherchent-ils ? Qu\u2019ach\u00e8tent-ils ? En suivant tout ceci de pr\u00e8s,\u00a0 il est possible d\u2019am\u00e9liorer et d\u2019optimaliser l\u2019exp\u00e9rience de magasinage, ce qui engendrera des clients fid\u00e8les. \u00bb<\/p>\n<h3>\n<br \/>Les r\u00e9sultats de ventes et de marketing permettent donc cette analyse et ce suivi ?<\/h3>\n<p>L.S.: \u00ab Le marketing online est enti\u00e8rement mesurable, \u00e0 condition d\u2019utiliser les instruments ad\u00e9quats. Ainsi vous pourrez optimaliser et adapter votre budget en fonction des r\u00e9sultats. La combinaison des diff\u00e9rentes sources (webanalytics, adwords, e-mail et un logiciel de comptabilit\u00e9) permettra d\u2019\u00e9tablir des \u2018dahsboards\u2019, qui\u00a0 vous donneront un aper\u00e7u des choses \u00e0 surveiller et vous permettront \u00e9galement de parfaire et optimaliser votre strat\u00e9gie.<\/p>\n<p>Voil\u00e0 les th\u00e8mes que nous aborderons <a target=\"_blank\" href=\"http:\/\/www.humix.be\/nl\/blog\/humix-sessies-humans-marketing-mix?utm_source=retaildetail&amp;utm_medium=pers+artikel&amp;utm_term=rd_2013-10-25&amp;utm_content=Session_2013-11-05&amp;utm_campaign=event\" rel=\"noopener\">le 5 novembre lors de la premi\u00e8re session Humix<\/a>, pour aider les retailers \u00e0 se frayer un chemin dans l\u2019univers complexe de l\u2019e-commerce. Divers intervenants viendront partager leur exp\u00e9rience en la mati\u00e8re avec le public. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Certains retailers estiment qu\u2019il n\u2019y a pas de diff\u00e9rence entre le client en magasin et le client en ligne. Est-il exact que seul l\u2019environnement est diff\u00e9rent ? L.S.: \u00ab Certes, il y a des convergences entre le client online et offline. Ainsi tout client souhaite pouvoir rechercher des produits sp\u00e9cifiques, collecter des informations et comparer, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Humix : \u00ab Pour fid\u00e9liser la client\u00e8le online, il faut optimaliser le service \u00bb - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/humix-pour-fideliser-la-clientele-online-il-faut-optimaliser-le-service\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Humix : \u00ab Pour fid\u00e9liser la client\u00e8le online, il faut optimaliser le service \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Certains retailers estiment qu\u2019il n\u2019y a pas de diff\u00e9rence entre le client en magasin et le client en ligne. 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