{"id":43826,"date":"2020-10-08T12:55:44","date_gmt":"2020-10-08T12:55:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/zalando-donne-des-magasins-virtuels-aux-marques\/"},"modified":"2020-10-08T12:55:44","modified_gmt":"2020-10-08T12:55:44","slug":"zalando-donne-des-magasins-virtuels-aux-marques","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-donne-des-magasins-virtuels-aux-marques\/","title":{"rendered":"Zalando donne des magasins virtuels aux marques"},"content":{"rendered":"<p><strong>Zalando <\/strong>a d\u00e9cid\u00e9 de donner aux marques leur propre environnement commercial sur sa plateforme. Elles pourront y proposer du content marketing et organiser leurs offres. Ces Brand Homes doivent augmenter le temps et la fr\u00e9quence des visites.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Plus de visiteurs quotidiens<\/h2>\n<p>Les plateformes en ligne se transforment de plus en plus en magasins virtuels o\u00f9 les marques peuvent mettre en avant leurs atouts avec des vid\u00e9os, du contenu et un assortiment cibl\u00e9. En septembre, <strong>Amazon <\/strong>avait d\u00e9j\u00e0 lanc\u00e9 ses <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-plateforme-d%E2%80%99amazon-d%C3%A9di%C3%A9e-au-luxe-d%C3%A9marre-avec-oscar-de-la-renta\" target=\"_blank\" rel=\"noopener\">Luxury Stores pour les grandes maisons de mode<\/a>. Zalando lui embraie \u00e0 pr\u00e9sent le pas avec Brand Homes.<\/p>\n<p>\u00a0<\/p>\n<p>Les partenaires du d\u00e9taillant de mode y auront leur propre page sur laquelle ils pourront placer des campagnes, du contenu et une s\u00e9lection de produits. Et les consommateurs pourront suivre leurs marques favorites et leurs \u00ab\u2009maisons\u2009\u00bb virtuelles. Zalando esp\u00e8re ainsi devenir non seulement une destination de shopping, mais aussi un lieu d\u2019inspiration et de d\u00e9couverte pour les consommateurs.<\/p>\n<p>\u00a0<\/p>\n<p>L\u2019objectif : accro\u00eetre l\u2019implication des clients et le temps qu\u2019ils passent sur le site Zalando. Des millions de clients se rendent d\u00e9j\u00e0 chaque jour sur le site du d\u00e9taillant en ligne, mais c\u2019est ce nombre qui doit augmenter gr\u00e2ce \u00e0 Brand Homes. Aujourd\u2019hui, les clients passent en moyenne 80 minutes par mois sur la plateforme, et 80 % des visites et 70 % des commandes proviennent d\u2019appareils mobiles. \u00ab Cela signifie que nous sommes d<a href=\"https:\/\/corporate.zalando.com\/en\/newsroom\/news-stories\/brands-can-now-build-stronger-presence-and-followership-zalando\" target=\"_blank\" rel=\"noopener\">irectement entre les mains et dans les poches<\/a> de nos clients \u00bb, d\u00e9clare Christoph L\u00fctke Schelhowe, Vice President Demand, Customer Acquisition &amp; Engagement.<\/p>\n<p>\u00a0<\/p>\n<h2>Surface de vente virtuelle<\/h2>\n<p>Les marques qui collaborent avec Zalando auront acc\u00e8s \u00e0 un outil de gestion de contenu o\u00f9 elles pourront personnaliser leur contenu et cr\u00e9er des collections sp\u00e9cifiques en s\u00e9lectionnant les produits qu\u2019elles veulent pr\u00e9senter. Cela leur permettra par exemple de mettre en avant une cat\u00e9gorie ou un th\u00e8me donn\u00e9, de la durabilit\u00e9 aux baskets.<\/p>\n<p>\u00a0<\/p>\n<p>L\u2019outil Zalando leur donnera \u00e9galement un acc\u00e8s direct aux donn\u00e9es : les marques pourront suivre elles-m\u00eames les performances de leur contenu dans diff\u00e9rents pays et groupes de produits. Bien entendu, la plateforme allemande veut \u00e9galement vendre des services de marketing suppl\u00e9mentaires et les marques pourront associer leurs Brand Homes au marketing via Zalando Marketing Services.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u2009Avec Brand Homes, les marques gagneront en visibilit\u00e9, parce que nous leur offrirons une surface de vente virtuelle. Ainsi, les partenaires qui ajoutent un contenu de haute qualit\u00e9 seront r\u00e9compens\u00e9s par une augmentation organique du nombre de followers, ce qui offrira surtout aux marques moins connues la possibilit\u00e9 d\u2019atteindre de nouveaux clients\u2009\u00bb, conclut Christoph L\u00fctke Schelhowe.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zalando a d\u00e9cid\u00e9 de donner aux marques leur propre environnement commercial sur sa plateforme. Elles pourront y proposer du content marketing et organiser leurs offres. Ces Brand Homes doivent augmenter le temps et la fr\u00e9quence des visites. \u00a0 Plus de visiteurs quotidiens Les plateformes en ligne se transforment de plus en plus en magasins virtuels [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":43823,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-43826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zalando donne des magasins virtuels aux marques - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zalando a d\u00e9cid\u00e9 de donner aux marques leur propre environnement commercial sur sa plateforme. 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