{"id":46098,"date":"2021-01-22T08:30:46","date_gmt":"2021-01-22T08:30:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/la-pandemie-etait-le-cas-de-test-ideal-pour-notre-strategie-omnicanal-sonia-pypaert-2\/"},"modified":"2021-01-22T08:30:46","modified_gmt":"2021-01-22T08:30:46","slug":"la-pandemie-etait-le-cas-de-test-ideal-pour-notre-strategie-omnicanal-sonia-pypaert-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/la-pandemie-etait-le-cas-de-test-ideal-pour-notre-strategie-omnicanal-sonia-pypaert-2\/","title":{"rendered":"\u00ab La pand\u00e9mie \u00e9tait le cas de test id\u00e9al pour notre strat\u00e9gie omnicanal \u00bb (Sonia Pypaert, The baby's corner)"},"content":{"rendered":"

Malgr\u00e9 le coronavirus, le magasin pour b\u00e9b\u00e9s et enfants\u00a0The baby’s corner a<\/strong> pu cl\u00f4turer l’ann\u00e9e 2020 avec une croissance de chiffre d\u2019affaires de 10 %. \u00ab\u00a0Je travaillais d\u00e9j\u00e0 sur la transformation num\u00e9rique depuis 2015\u00a0\u00bb, explique l’entrepreneuse Sonia Pypaert, qui est en passe de faire de son activit\u00e9 de vente au d\u00e9tail une v\u00e9ritable communaut\u00e9.<\/span><\/p>\n

<\/p>\n

\u00a0<\/p>\n

Test ultime<\/span><\/h2>\n

Le confinement a \u00e9t\u00e9 particuli\u00e8rement compromettant pour The baby\u2019s corner : du jour au lendemain, le magasin immersif de 2 500 m\u00e8tres carr\u00e9s install\u00e9 \u00e0 Nazareth a d\u00fb fermer ses portes, tout comme tous les autres d\u00e9taillants non essentiels. Mais un entrepreneur motiv\u00e9 tel que Sonia Pypaert ne se laisse pas abattre facilement : \u00ab\u00a0Je sais comment transformer le n\u00e9gatif en positif. Nous investissons dans la transformation num\u00e9rique depuis 2015, dans l’id\u00e9e de ne plus avoir de magasin physique en 2025. Nous disposions d\u00e9j\u00e0 d’un syst\u00e8me ERP et, en 2019, nous avions beaucoup investi dans des outils pour l\u2019e-mail marketing ax\u00e9 sur les donn\u00e9es et une liste de naissance en ligne conviviale. Nous avons une client\u00e8le jeune, nous nous devons de passer par le num\u00e9rique. Au final, c’\u00e9tait donc une occasion r\u00eav\u00e9e, le test ultime pour notre approche \u2018phygitale\u2019.\u00a0\u00bb
\n\u00a0<\/span><\/p>\n

Le test s’est av\u00e9r\u00e9 concluant : \u00ab\u00a0Nous avons largement compens\u00e9 la perte due \u00e0 la fermeture du magasin. La boutique en ligne et la liste de naissance en ligne repr\u00e9sentent 50 % du chiffre d’affaires. \u00bb Une affaire sauv\u00e9e par le commerce \u00e9lectronique, m\u00eame s’il ne faut pas sous-estimer l’importance du commerce physique, comme cela a \u00e9t\u00e9 d\u00e9montr\u00e9 lorsque les magasins ont pu rouvrir : \u00ab\u00a0Les clients aiment venir dans notre magasin, c’est un lieu de rencontre. Le fait que nous ayons un grand local et un grand parking, en p\u00e9riph\u00e9rie, s’est av\u00e9r\u00e9 \u00eatre un avantage. Chez nous, vous pouvez faire vos achats en toute s\u00e9curit\u00e9.\u00a0\u00bb C’est donc une r\u00e9ussite multi-facettes.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Communaut\u00e9 en ligne<\/span><\/h2>\n

Pour Sonia Pypaert, le commerce de d\u00e9tail va bien au-del\u00e0 de l’achat et de la vente de produits. \u00ab\u00a0La maman est la source d\u2019inspiration de toutes nos activit\u00e9s, et les jeunes mamans ont \u00e9norm\u00e9ment besoin d’informations et de conseils. Avec du contenu, vous pouvez asseoir votre pertinence. C’est pourquoi j’ai \u00e9crit le livre\u00a0\u00ab\u00a0Onder mama’s – Wat niemand je ooit vertelde over het prille moederschap\u00a0\u00bb<\/em>. Et comme je ne pouvais pas en parler en public l’ann\u00e9e derni\u00e8re, j’ai commenc\u00e9 \u00e0 faire des vid\u00e9os et des podcasts. Je suis sortie de ma zone de confort… Ensuite, en \u00e9t\u00e9, j’ai lanc\u00e9 notre communaut\u00e9 de mamans en ligne.\u00a0\u00bb
\n\u00a0<\/span><\/p>\n

Ondermamas.be se d\u00e9finit comme \u00ab\u00a0la plateforme pour une grossesse sereine et une maternit\u00e9 stimulante \u00bb. \u00ab\u00a0Des mamans qui aident des mamans, voil\u00e0 l’id\u00e9e. C’est une initiative non commerciale : je donne plus que je ne re\u00e7ois, mais je suis convaincue que j\u2019en r\u00e9colterai les fruits un jour. L’avantage est que je peux ainsi parfaire mon expertise gr\u00e2ce \u00e0 celle d’autres experts, des partenaires qui recherchent \u00e9galement un lien avec les mamans. C’est tr\u00e8s enrichissant.\u00a0\u00bb<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Triple strat\u00e9gie de marque<\/span><\/h2>\n

Sonia Pypaert met en place une triple strat\u00e9gie de marque : en plus de la marque de d\u00e9tail The baby’s corner et de la communaut\u00e9 Onder mama\u2019s<\/a>, il y a aussi\u00a0Tales of Glory<\/a>, un joli concept avec des bo\u00eetes de rangement uniques pour tous les souvenirs \u00e9mouvants de la grossesse, du b\u00e9b\u00e9 et de son enfance. \u00ab\u00a0Ce sont des vases communicants. Cette approche me permet de me d\u00e9marquer et de m’\u00e9loigner du pur concept de prix.\u00a0\u00bb L’entrepreneuse ne compte pas s\u2019arr\u00eater l\u00e0 : elle pr\u00e9pare un nouveau livre pour la f\u00eate des m\u00e8res : \u00ab\u00a0Mama\u2019s weten waarom<\/em>\u00a0\u00bb. Et les perspectives commerciales semblent encourageantes, car on pr\u00e9voit un v\u00e9ritable baby boom en 2021 suite au confinement impos\u00e9 pour lutter contre le coronavirus. \u00ab\u00a0En d\u00e9cembre, le nombre de nouvelles listes de naissance \u00e0 augmenter de fa\u00e7on exponentielle !\u00a0\u00bb
\n\u00a0<\/span><\/p>\n

Comment Sonia Pypaert, de The baby’s corner, met en pratique sa vision phygitale du commerce de d\u00e9tail et quels sont ses projets pour l\u2019avenir ? Elle viendra nous en parler lors du RetailDetail Omnichannel Congress, un congr\u00e8s 100% num\u00e9rique qui aura lieu le 11 f\u00e9vrier et sera pr\u00e9sid\u00e9 par Gino Van Ossel (Vlerick Management School). Le matin, Vincent Rousseau, du d\u00e9taillant de mode\u00a0Paprika<\/strong>, nous parlera \u00e9galement de l’impact de l’acc\u00e9l\u00e9ration num\u00e9rique sur le commerce de la mode. Gert Van Gestel, PDG de\u00a0Connect+<\/strong>, le groupe qui d\u00e9tient les cha\u00eenes \u00e9lectriques\u00a0Exellent<\/strong>,\u00a0Selection<\/strong>\u00a0et\u00a0Expert<\/strong>, sera \u00e9galement au rendez-vous.\u00a0Cliquez sur ce lien pour obtenir de plus amples informations sur le programme et acheter vos tickets pour la diffusion en direct<\/a>. \u00c0 bient\u00f4t\u00a0!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Malgr\u00e9 le coronavirus, le magasin pour b\u00e9b\u00e9s et enfants\u00a0The baby’s corner a pu cl\u00f4turer l’ann\u00e9e 2020 avec une croissance de chiffre d\u2019affaires de 10 %. \u00ab\u00a0Je travaillais d\u00e9j\u00e0 sur la transformation num\u00e9rique depuis 2015\u00a0\u00bb, explique l’entrepreneuse Sonia Pypaert, qui est en passe de faire de son activit\u00e9 de vente au d\u00e9tail une v\u00e9ritable communaut\u00e9. \u00a0 […]<\/p>\n","protected":false},"author":1,"featured_media":46095,"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-46098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\n\u00ab La pand\u00e9mie 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