{"id":44673,"date":"2020-11-12T10:42:35","date_gmt":"2020-11-12T10:42:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/comment-amazon-porte-la-gestion-des-categories-a-un-niveau-superieur-2\/"},"modified":"2020-11-12T10:42:35","modified_gmt":"2020-11-12T10:42:35","slug":"comment-amazon-porte-la-gestion-des-categories-a-un-niveau-superieur-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-amazon-porte-la-gestion-des-categories-a-un-niveau-superieur-2\/","title":{"rendered":"Comment Amazon porte la gestion des cat\u00e9gories \u00e0 un niveau sup\u00e9rieur"},"content":{"rendered":"<p><span style=\"background-color:white\">La num\u00e9risation a un impact majeur sur la coop\u00e9ration entre les retailers et leurs fournisseurs. Chez\u00a0<strong>Amazon<\/strong>\u00a0et d\u2019autres acteurs de l\u2019e-commerce, la priorit\u00e9 n\u2019est plus la gestion des cat\u00e9gories, mais la gestion des SKU. Votre organisation est-elle pr\u00e9par\u00e9e \u00e0 cette nouvelle donne ?<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Apprendre \u00e0 penser omnicanal<\/span><\/h2>\n<p><span style=\"background-color:white\">Le doute n\u2019est plus permis\u00a0: aujourd\u2019hui, c\u2019est l\u2019internet qui contribue le plus \u00e0 la croissance. Chaque organisation doit donc passer \u00e0 l\u2019\u00e9tape \u00ab\u00a0<em>online first<\/em>\u00a0\u00bb. Mais travailler avec un partenaire num\u00e9rique reste tr\u00e8s diff\u00e9rent, explique Stijn Demeersseman, qui, apr\u00e8s une carri\u00e8re internationale de 20 ans chez des ic\u00f4nes du marketing FMCG traditionnel comme\u00a0<strong>Procter &amp; Gamble<\/strong>\u00a0et <strong>L\u2019Or\u00e9al<\/strong>, a fait le grand saut chez Amazon, o\u00f9 il dirige les activit\u00e9s des Personal Care Appliances depuis Londres.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u00a0Auparavant, quand j\u2019\u00e9tais Key Account Manager, il \u00e9tait relativement facile de travailler ensemble. La cha\u00eene d\u2019approvisionnement entre le fournisseur et un\u00a0<strong>Carrefour<\/strong>\u00a0ou un\u00a0<strong>Colruyt<\/strong>, par exemple, \u00e9tait tr\u00e8s lin\u00e9aire. Aujourd\u2019hui, si je veux acheter une bouteille de coca au Royaume-Uni, je peux bien s\u00fbr aller au <strong>Tesco<\/strong>, mais je peux aussi la commander via\u00a0<strong>Deliveroo<\/strong>, qui ira par exemple la chercher dans une boutique associ\u00e9e \u00e0 une station-service\u00a0<strong>BP<\/strong>. Je peux aussi l\u2019acheter chez Amazon, ou via\u00a0<strong>Morrison\u2019s<\/strong>, la cha\u00eene de supermarch\u00e9s sur la plate-forme Amazon, ou me les faire livrer par Amazon Fresh&#8230; Bref : un Account Manager ou un Sales Manager ne peut plus r\u00e9fl\u00e9chir de mani\u00e8re lin\u00e9aire, mais doit penser omnicanal. Et il doit aussi rester tr\u00e8s coh\u00e9rent, car personne ne sait quel retailer va racheter quel autre retailer demain.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Profondeur et vitesse<\/span><\/h2>\n<p><span style=\"background-color:white\">De plus, la customer journey est tr\u00e8s diff\u00e9rente dans le monde num\u00e9rique. Un client qui effectue une recherche ne verra pas s\u2019afficher une cat\u00e9gorie, mais des SKU, des r\u00e9f\u00e9rences individuelles. \u00ab\u00a0Et ce sera encore plus le cas avec l\u2019essor des assistants vocaux\u00a0: parfois, l\u2019acheteur ne verra s\u2019afficher qu\u2019un seul produit.\u00a0\u00bb Ce qui n\u2019est pas sans cons\u00e9quence. Stijn Demeersseman l\u2019annonce sur un ton un peu provocateur\u00a0: Le category management tel que nous le connaissons aujourd\u2019hui est mort. D\u00e9sormais, la priorit\u00e9 est le SKU Management\u00a0: quelles sont mes principales r\u00e9f\u00e9rences, quelle est la fr\u00e9quence d\u2019achat, qu\u2019en est-il de la fid\u00e9lit\u00e9\u2009? Ces questions sont complexes. Reste \u00e0 savoir si les organisations sont pr\u00eates \u00e0 op\u00e9rer ce virage.\u00a0\u00bb<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">On dit parfois que les donn\u00e9es sont le nouveau p\u00e9trole, mais en fin de compte, Amazon ne recueille pas tellement plus de donn\u00e9es que les autres retailers aujourd\u2019hui. \u00ab\u00a0En revanche, l\u2019automatisation et la visualisation des donn\u00e9es ont consid\u00e9rablement augment\u00e9 la vitesse \u00e0 laquelle il est possible d\u2019analyser ces donn\u00e9es. C\u2019est ce qui fait toute la diff\u00e9rence. Si vous me demandez pourquoi Amazon est si performante, je vous r\u00e9pondrais que c\u2019est parce qu\u2019ils parviennent \u00e0 analyser leurs donn\u00e9es \u00e0 la fois en profondeur et tr\u00e8s vite. Toute l\u2019organisation est fond\u00e9e sur ce principe.\u00a0\u00bb C\u2019est pourquoi les entreprises doivent se transformer et apprendre \u00e0 embrasser l\u2019e-commerce\u00a0: le num\u00e9rique est l\u2019affaire de tous, pas de quelques experts.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Quels autres enseignements pouvons-nous tirer du succ\u00e8s d\u2019Amazon\u2009? C\u2019est ce que nous dira Stijn Demeersseman jeudi 3 d\u00e9cembre, lors du Trade &amp; Shopper Marketing Congress de RetailDetail et LD&amp;Co. Un \u00e9v\u00e9nement en live streaming 100 % corona-proof et tr\u00e8s accessible, avec notamment Luc Suykens, Harley Procter Marketing Director chez Procter &amp; Gamble ; Raffael Li Preti, VP Commercial Unit Fresh chez <strong>Delhaize\u00a0<\/strong> ; Luc Desmedt de LD&amp;Co et Stefan Van Rompaey de RetailDetail. <a href=\"https:\/\/www.eventbrite.be\/e\/retaildetail-trade-shopper-marketing-congress-2020-registration-127993982447\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour plus d\u2019informations et pour r\u00e9server vos billets<\/a>. \u00c0 bient\u00f4t\u00a0!\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La num\u00e9risation a un impact majeur sur la coop\u00e9ration entre les retailers et leurs fournisseurs. Chez\u00a0Amazon\u00a0et d\u2019autres acteurs de l\u2019e-commerce, la priorit\u00e9 n\u2019est plus la gestion des cat\u00e9gories, mais la gestion des SKU. Votre organisation est-elle pr\u00e9par\u00e9e \u00e0 cette nouvelle donne ? \u00a0 Apprendre \u00e0 penser omnicanal Le doute n\u2019est plus permis\u00a0: aujourd\u2019hui, c\u2019est l\u2019internet [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44670,"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-44673","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>Comment Amazon porte la gestion des cat\u00e9gories \u00e0 un niveau sup\u00e9rieur - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Chez\u00a0Amazon\u00a0et d\u2019autres acteurs de l\u2019e-commerce, la priorit\u00e9 n\u2019est plus la gestion des cat\u00e9gories, mais la gestion des SKU. 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