{"id":46567,"date":"2021-02-11T15:19:20","date_gmt":"2021-02-11T15:19:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/ce-que-nous-avons-appris-lors-du-retaildetail-omnichannel-congress-2\/"},"modified":"2021-02-11T15:19:20","modified_gmt":"2021-02-11T15:19:20","slug":"ce-que-nous-avons-appris-lors-du-retaildetail-omnichannel-congress-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/ce-que-nous-avons-appris-lors-du-retaildetail-omnichannel-congress-2\/","title":{"rendered":"Ce que le RetailDetail Omnichannel Congress nous a appris"},"content":{"rendered":"

Jeudi matin, la diffusion en direct du RetailDetail Omnichannel Congress a remport\u00e9 un franc succ\u00e8s, avec la participation de Vincent Rousseau (Paprika<\/strong>), Karel Demeester (Callebaut Collective<\/strong>), Sonia Pypaert (The Baby’s Corner<\/strong>) et Gert Van Gestel (Connect+<\/strong>).<\/span><\/p>\n

<\/p>\n

\u00a0<\/p>\n

15 conclusions<\/span><\/h2>\n

Le pr\u00e9sident du jour, Gino Van Ossel (Vlerick Management School), est satisfait du d\u00e9roulement et revient sur 15 points principaux.
\n\u00a0<\/span><\/p>\n

1. Soyez l\u00e0 o\u00f9 sont vos clients. Paprika en parle sans tabou : il n’y a pas de cannibalisation entre le canal en ligne et hors ligne, entre les canaux de vente propres et les places de march\u00e9. Soyez omnipr\u00e9sent : ces canaux se renforcent, renfor\u00e7ant ainsi votre marque.
\n\u00a0<\/span><\/p>\n

2. Une question de business, pas seulement de clients. Si le num\u00e9rique repr\u00e9sente 50% de votre chiffre d\u2019affaires mais n’est pas rentable, votre mod\u00e8le n\u2019est pas durable.
\n\u00a0<\/span><\/p>\n

3.\u00a0Il n\u2019y a pas de recette miracle : ce qui fonctionne pour Paprika ne fonctionne pas forc\u00e9ment pour The Baby’s Corner ou Selexion. Et tous les canaux n’ont pas le m\u00eame poids d’un pays \u00e0 l\u2019autre.
\n\u00a0<\/span><\/p>\n

4. M\u00eame dans un monde num\u00e9rique, l’interaction humaine et l’activation du parcours client\u00a0de fa\u00e7on humaine sont de mise.
\n\u00a0<\/span><\/p>\n

5. Essayez d’introduire une logique de service : en vendant des services plut\u00f4t que de produits, vous renforcez la relation avec le client.
\n\u00a0<\/span><\/p>\n

6. Si vous voulez vraiment r\u00e9ussir, vous devriez opter pour des partenariats avec des alli\u00e9s solides.
\n\u00a0<\/span><\/p>\n

7. Si vous doutez qu\u2019une approche humaine soit payante, vous n\u2019avez pas \u00e9t\u00e9 attentif lors la pr\u00e9sentation de The Baby\u2019s Corner : un bel exemple de ce que signifie en pratique \u00ab\u00a0Act human\u00a0\u00bb.
\n\u00a0<\/span><\/p>\n

8. Soyez flexible. Ce que vous pouvez faire si vos magasins doivent fermer ? Vous adapter. Et si le nombre de commandes explose ? Adapter le flux logistique dans votre centre de distribution, comme l’a fait Connect+.
\n\u00a0<\/span><\/p>\n

9. La flexibilit\u00e9 ne suffit pas, il faut \u00eatre pr\u00e9par\u00e9. Sonia Pypaert, de The Baby’s Corner, a d\u00e9cid\u00e9 d’investir dans un syst\u00e8me ERP il y a d\u00e9j\u00e0 plusieurs ann\u00e9es. Qui n\u2019avait pas encore de boutique en ligne en 2020 avait un retard irrattrapable.
\n\u00a0<\/span><\/p>\n

10. Pour un entrepreneur, une crise est toujours synonyme d\u2019opportunit\u00e9. Si vous saisissez ces opportunit\u00e9s, vous pouvez vous d\u00e9velopper ou au moins r\u00e9pondre au march\u00e9.
\n\u00a0<\/span><\/p>\n

11. L’objectif doit \u00eatre d\u2019\u00e9tablir des\u00a0communaut\u00e9s. Il faut \u00eatre durable. \u00c9galement en mati\u00e8re de valeurs. Et surtout, il faut \u00eatre authentique. Les stratag\u00e8mes marketing ne suffisent pas, il faut \u00eatre engag\u00e9 dans ses activit\u00e9s.
\n\u00a0<\/span><\/p>\n

12. Les stocks et la logistique sont essentiels. Sans une logistique efficace, on ne gagne pas d’argent. Tous les d\u00e9taillants en ont t\u00e9moign\u00e9 sur l\u2019estrade.
\n\u00a0<\/span><\/p>\n

13. Une autre approche de \u00ab\u00a0Act Human\u00a0\u00bb est le \u00ab\u00a0me-tail\u00a0\u00bb : la personnalisation vraiment personnelle.
\n\u00a0<\/span><\/p>\n

14. Le march\u00e9 se compose de gagnants et de perdants. Il y a deux fa\u00e7ons de gagner. La fa\u00e7on la plus simple est d’op\u00e9rer sur un march\u00e9 en pleine croissance. Le march\u00e9 de l’\u00e9lectronique grand public et de l’informatique, par exemple. Et l’ann\u00e9e prochaine, le march\u00e9 des articles pour b\u00e9b\u00e9 va exploser gr\u00e2ce au \u00ab\u00a0baby-boom du confinement\u00a0\u00bb Mais les vrais gagnants sont ceux qui r\u00e9pondent aux demandes du march\u00e9. M\u00eame si votre chiffre d\u2019affaires comparable perd 12%, vous gagnez des parts de march\u00e9 dans un march\u00e9 de la mode en chute libre.
\n\u00a0<\/span><\/p>\n

15. Tous les intervenants l\u2019ont martel\u00e9 : il faut miser sur l\u2019humain, l’\u00e9quipe, la collaboration, le partenariat, les h\u00e9ros locaux… En bref, sur ce que Steven Van Belleghem a d\u00e9crit dans son pr\u00e9c\u00e9dent livre comme \u00ab\u00a0When digital becomes human\u00a0\u00bb.\u00a0When the going gets tough, the tough get going\u2026<\/em><\/span><\/p>\n

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

Prochainement : RetailDetail People Congress<\/span><\/h2>\n

Et ce n\u2019est pas tout : pour la premi\u00e8re fois, RetailDetail a diffus\u00e9 un webinaire depuis son studio dans la Stadsfeestzaal d’Anvers. Cet espace est \u00e9galement \u00e0 la disposition d’autres soci\u00e9t\u00e9s qui souhaitent diffuser leur contenu ou, esp\u00e9rons-le bient\u00f4t, organiser des \u00e9v\u00e9nements physiques : en p\u00e9riode \u00ab\u00a0normale\u00a0\u00bb, la salle a une capacit\u00e9 de 220 si\u00e8ges.\u00a0Contactez-nous pour plus d’informations<\/a>.
\n\u00a0<\/span><\/p>\n

Le prochain \u00e9v\u00e9nement RetailDetail, le People Congress, aura lieu le 25 f\u00e9vrier, avec une fois de plus des intervenants de choix : \u00a0Koen Tengrootenhuysen de\u00a0Decathlon<\/strong>,\u00a0Carla Velghe de\u00a0HEMA<\/strong>, Toon Bossuyt de\u00a0Colora<\/strong>\u00a0et Stephan De Brouwer de\u00a0McDonald’s<\/strong>.\u00a0Suivez ce lien pour retrouver de plus amples informations sur le programme et acheter vos billets pour la diffusion en direct<\/a>. \u00c0 bient\u00f4t\u00a0!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Jeudi matin, la diffusion en direct du RetailDetail Omnichannel Congress a remport\u00e9 un franc succ\u00e8s, avec la participation de Vincent Rousseau (Paprika), Karel Demeester (Callebaut Collective), Sonia Pypaert (The Baby’s Corner) et Gert Van Gestel (Connect+). \u00a0 15 conclusions Le pr\u00e9sident du jour, Gino Van Ossel (Vlerick Management School), est satisfait du d\u00e9roulement et revient […]<\/p>\n","protected":false},"author":1,"featured_media":46564,"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-46567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nCe que le RetailDetail Omnichannel Congress nous a appris - 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