{"id":4283,"date":"2013-10-31T07:01:49","date_gmt":"2013-10-31T07:01:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/rodney-fitch-plaide-pour-une-renaissance-du-design-dans-le-retail\/"},"modified":"2013-10-31T07:01:49","modified_gmt":"2013-10-31T07:01:49","slug":"rodney-fitch-plaide-pour-une-renaissance-du-design-dans-le-retail","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/rodney-fitch-plaide-pour-une-renaissance-du-design-dans-le-retail\/","title":{"rendered":"Rodney Fitch plaide pour une renaissance du design dans le retail"},"content":{"rendered":"<h3>Vous \u00e9tiez un des premiers \u00e0 souligner l\u2019importance du design dans le retail.\u00a0 A-t-il encore autant d\u2019importance dans le monde num\u00e9rique d\u2019aujourd\u2019hui ?<\/h3>\n<p>R.D.: \u00ab Plus que jamais.\u00a0 Le retail a d\u00e9j\u00e0 connu diff\u00e9rentes \u00e9poques : lorsque j\u2019ai commenc\u00e9 dans le monde des affaires, le design \u00e9tait l\u2019\u00e9l\u00e9ment cl\u00e9.\u00a0 Ensuite, on a mis l\u2019accent sur la logistique (comment am\u00e9nager son magasin pour obtenir un retour maximal sur investissement).\u00a0 Apr\u00e8s cette p\u00e9riode, on ne parlait plus que de \u2018engineering\u2019 (comment optimaliser au maximum l\u2019efficacit\u00e9 de la cha\u00eene d\u2019approvisionnement).\u00a0 Aujourd\u2019hui, le monde est de plus en plus influenc\u00e9 par le num\u00e9rique.<\/p>\n<p>Ainsi, pour faire leurs preuves, les commer\u00e7ants physiques doivent travailler davantage aujourd\u2019hui.\u00a0 L\u2019exp\u00e9rience en magasin est un des moyens mis \u00e0 leur disposition : le magasin doit offrir un v\u00e9cu int\u00e9ressant en partie gr\u00e2ce au \u2018look-and-feel\u2019 de l\u2019\u00e9tablissement.<\/p>\n<p>D\u00e8s lors, une nouvelle \u00e8re du design dans le retail devrait voir le jour : de nouveaux concepts int\u00e9ressants et interactifs devraient \u00eatre cr\u00e9\u00e9s.\u00a0 Des magasins multichannel proactifs o\u00f9 le design jouerait un r\u00f4le important, c\u2019est dans ce sens-l\u00e0 que nous devons travailler.\u00a0 Je plaide donc pour une renaissance du design dans le retail.\u00a0 Cela signifie que les designers vont devoir r\u00e9fl\u00e9chir davantage, et \u00eatre bien plus intelligents. \u00bb<\/p>\n<h3>\u00a0<br \/>Vous dites que les designers devront se surpasser, mais est-ce que tout n\u2019a pas d\u00e9j\u00e0 \u00e9t\u00e9 invent\u00e9 ?<\/h3>\n<p>R.F.: \u00ab Non, certainement pas.\u00a0 Le magasin du futur exige des donn\u00e9es nouvelles qui n\u2019existaient pas lorsque j\u2019ai commenc\u00e9 ma carri\u00e8re.\u00a0 Aujourd\u2019hui, un retaildesigner \u00e0 succ\u00e8s doit comprendre le \u2018digital journey\u2019 du consommateur, autant que le parcours physique.\u00a0 Les clients ont un pied dans le monde num\u00e9rique et l\u2019autre dans le monde physique, c\u2019est une \u00e9vidence. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h3>Pour cr\u00e9er ce genre d\u2019exp\u00e9rience, les pure players peuvent-ils \u00e9galement utiliser le design ?\u00a0 Ou cette exp\u00e9rience est-elle exclusivement r\u00e9serv\u00e9e aux espaces physiques?<\/h3>\n<p>R.F.: \u00ab L\u2019homme qui a invent\u00e9 le concept des Apple Stores explique que l\u2019achat en ligne est synonyme de spirale descendante.\u00a0 Le prix et le confort sont les deux choses qui comptent lors d\u2019un achat en ligne.\u00a0 A 3 heures du matin, vous pouvez acheter n\u2019importe quoi \u00e0 un prix int\u00e9ressant.\u00a0 L\u2019e-commerce n\u2019offre rien de plus que cela.\u00a0 Pas d\u2019interaction, pas d\u2019exp\u00e9rience physique, aucun aspect social, et ainsi de suite.<\/p>\n<p>On pourrait donc encore am\u00e9liorer des tas de choses dans l\u2019e-commerce, et c\u2019est l\u00e0 que le design entre en jeu.\u00a0 La plupart des sites e-tail sont assez lamentables : il n\u2019y a aucune \u00e9motion, alors que m\u00eame un supermarch\u00e9 ordinaire poss\u00e8de un \u2018capital \u00e9motionnel\u2019 important.\u00a0 L\u2019e-commerce devra donc \u00e9galement investir dans le design.\u00a0 D\u2019ailleurs, il ne s\u2019agit pas uniquement d\u2019une question d\u2019aspect ext\u00e9rieur, le design peut \u00e9galement concerner le syst\u00e8me de navigation d\u2019un webshop, par exemple.\u00a0 Vous avez besoin de designers pour faire en sorte qu\u2019un seul clic suffise, et que vous n\u2019ayez donc pas \u00e0\u00a0 cliquer trois fois pour arriver l\u00e0 o\u00f9 vous le souhaitez. \u00bb<br \/>\u00a0<\/p>\n<h3>Les magasins physiques doivent-ils d\u00e8s lors \u00e9galement se concentrer sur les prix ou doivent-ils, comme contrepoids par rapport au e-commerce, jouer uniquement sur ce \u2018capital \u00e9motionnel\u2019 ?<\/h3>\n<p>R.F.: \u00ab Les retailers et les fournisseurs parlent de \u2018cr\u00e9er de la valeur ajout\u00e9e\u2019, parce qu\u2019ils ont peur de prononcer le mot \u2018bon march\u00e9\u2019.\u00a0 Si vous demandez aux consommateurs ce qui a \u2018de la valeur\u2019 pour eux, ils vous r\u00e9pondront toujours le prix.\u00a0 Et si vous leur demandez s\u2019ils accordent \u00e9galement de la valeur au design, au service, etc., ils vous r\u00e9pondront oui, mais moins qu\u2019au prix.<\/p>\n<p>C\u2019est ancr\u00e9 en nous depuis la crise de 2008, et selon moi, cela ne dispara\u00eetra plus jamais.\u00a0 Nous ne voudrons plus jamais payer plus que le stricte n\u00e9cessaire.\u00a0 Offline, les consommateurs ne voudront pas payer plus qu\u2019en ligne.\u00a0 L\u2019offline devra donc baisser ses prix pour atteindre le niveau du online, mais avec cette petite chose en plus.\u00a0 Par ailleurs, les prix en ligne devront in\u00e9vitablement augmenter. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Rodney Fitch est l&rsquo;un des conf\u00e9renciers de la RetailDetail Night qui aura lieu\u00a0 le 28 novembre. <a target=\"_blank\" href=\"http:\/\/www.retaildetailnight.be\/index.php\/fr\" rel=\"noopener\">Cliquez ici pour de plus amples informations et pour vous inscrire \u00e0 la RetailDetail Night<\/a>.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Laure Jacobs<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous \u00e9tiez un des premiers \u00e0 souligner l\u2019importance du design dans le retail.\u00a0 A-t-il encore autant d\u2019importance dans le monde num\u00e9rique d\u2019aujourd\u2019hui ? R.D.: \u00ab Plus que jamais.\u00a0 Le retail a d\u00e9j\u00e0 connu diff\u00e9rentes \u00e9poques : lorsque j\u2019ai commenc\u00e9 dans le monde des affaires, le design \u00e9tait l\u2019\u00e9l\u00e9ment cl\u00e9.\u00a0 Ensuite, on a mis l\u2019accent sur [&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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4283","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>Rodney Fitch plaide pour une renaissance du design dans le retail - 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\/general\/rodney-fitch-plaide-pour-une-renaissance-du-design-dans-le-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rodney Fitch plaide pour une renaissance du design dans le retail - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Vous \u00e9tiez un des premiers \u00e0 souligner l\u2019importance du design dans le retail.\u00a0 A-t-il encore autant d\u2019importance dans le monde num\u00e9rique d\u2019aujourd\u2019hui ? 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