{"id":4707,"date":"2014-01-03T14:24:43","date_gmt":"2014-01-03T14:24:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/retaildossier\/gino-van-ossel-lentreprise-omnichannel-ideale-nexiste-pas\/"},"modified":"2014-01-03T14:24:43","modified_gmt":"2014-01-03T14:24:43","slug":"gino-van-ossel-lentreprise-omnichannel-ideale-nexiste-pas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/retaildossier\/gino-van-ossel-lentreprise-omnichannel-ideale-nexiste-pas\/","title":{"rendered":"Gino Van Ossel : \u00ab L\u2019entreprise omnichannel id\u00e9ale n\u2019existe pas \u00bb"},"content":{"rendered":"<h2>\u00ab To boldly go where no man has gone before \u00bb<\/h2>\n<p>\u00ab La question qui se pose aujourd\u2019hui est de savoir comment le commer\u00e7ant peut combiner toutes ses activit\u00e9s, online et offline ? Les avis sont partag\u00e9s et les difficult\u00e9s parfois difficiles \u00e0 surmonter. Ainsi certains retailers ayant un webshop estiment que celui-ci ne rapporte pas grand-chose au niveau de chiffre d\u2019affaires \u2013 malgr\u00e9 tous les efforts fournis \u2013, alors que d\u2019autres par contre disent augmenter consid\u00e9rablement leurs ventes gr\u00e2ce \u00e0 leur site marchand, tout en admettant que tout cela n\u00e9cessite d\u2019importants investissements en marketing digital \u00bb, observe Gino Van Ossel.<\/p>\n<p>\u00ab D\u2019autres d\u00e9fis restent \u00e0 relever dans le domaine de la gestion du stock et l\u2019implication du personnel. \u00bb Toutes ces interrogations de la part des retailers n\u2019ont rien d\u2019anormal, selon le professeur, car il faut de l\u2019audace pour s\u2019aventurer en terrain inconnu, comme l\u2019illustre la c\u00e9l\u00e8bre citation \u2018you boldly go where no man has gone before\u2019. Certains ont os\u00e9 comme en t\u00e9moignent\u00a0 quelques exemples marquants \u00e0 l\u2019\u00e9tranger, mais dans le contexte belge les choses sont diff\u00e9rentes. \u00bb<\/p>\n<p>Ce contexte belge comme chacun le sait se caract\u00e9rise par la mentalit\u00e9 plus conservative du consommateur belge et surtout par l\u2019\u00e9chelle plus limit\u00e9e de notre petit pays. \u00ab Certaines cha\u00eenes de mode renomm\u00e9es affirment que leurs clients n\u2019adh\u00e8rent pas au shopping online \u00bb, constate Gino Van Ossel. \u00ab Personnellement j\u2019estime que ce raisonnement est dangereux, car est-ce parce que le client ach\u00e8te rarement en ligne et parce que le client nous vous trouve pas sur internet ? Il n\u2019est pas toujours \u00e9vident d\u2019\u00eatre \u2018top of mind\u2019 par le biais du marketing digital. Par ailleurs pour r\u00e9ussir sa strat\u00e9gie omnichannel il faut non seulement du temps mais \u00e9galement du capital humain. \u00bb<\/p>\n<h2>\n<br \/>\u00ab Ne r\u00e9fl\u00e9chissez pas trop, mais agissez \u00bb<\/h2>\n<p>Selon Van Ossel, le temps est venu de passer \u00e0 l\u2019action sans se poser trop de questions. \u00ab Comme l\u2019a d\u00e9montr\u00e9 r\u00e9cemment une \u00e9tude n\u00e9erlandaise du groupe de travail Shopping 2020, il est primordial de cr\u00e9er une culture de l\u2019\u00e9chec : c\u2019est en testant, en exp\u00e9rimentant et faisant des erreurs que l\u2019on peut apprendre rapidement. Certes c\u2019est plus facile \u00e0 dire qu\u2019\u00e0 faire, car bien entendu nous pr\u00e9f\u00e9rons ne pas prendre trop de risques, sachant que changer un environnement offline ne va pas de soi. \u00bb<\/p>\n<p>Pourtant c\u2019est la seule fa\u00e7on d\u2019avancer, estime le professeur, qui \u00e0 cet \u00e9gard fait r\u00e9f\u00e9rence \u00e0 Zappos, une boutique en ligne de chaussures. Cet e-commer\u00e7ant a effectu\u00e9 un test consistant \u00e0 diffuser des tweets de clients sur son webshop, concernant le produit consult\u00e9 par l\u2019internaute. Le taux de conversion pour les clients ayant cliqu\u00e9 sur les tweets \u00e9tait particuli\u00e8rement \u00e9lev\u00e9, par contre ceux n\u2019ayant pas cliqu\u00e9 sur les tweets, irrit\u00e9s, ont fini par d\u00e9crocher. Les avantages de cette initiative ne l\u2019emportant pas sur les inconv\u00e9nients, l\u2019id\u00e9e a finalement \u00e9t\u00e9 abandonn\u00e9e.<\/p>\n<p>\u00ab L\u2019entreprise omnichannel id\u00e9ale n\u2019existe pas. Et ce n\u2019est pas qu\u2019un clich\u00e9, car la r\u00e9alit\u00e9 c\u2019est qu\u2019aujourd\u2019hui cette strat\u00e9gie est tout sauf aboutie. Personne ne d\u00e9tient la v\u00e9rit\u00e9. De plus chaque groupe-cible r\u00e9agit \u00e0 sa fa\u00e7on et il faudra donc que chaque retailer d\u00e9veloppe sa propre recette. Un congr\u00e8s omnichannel peut donc s\u2019av\u00e9rer tr\u00e8s utile, car c\u2019est l\u2019occasion pour les retailers d\u2019\u00e9changer leurs exp\u00e9riences. \u00bb<\/p>\n<h2>\n<br \/>Apprentissage r\u00e9ciproque<\/h2>\n<p>Pour illustrer son propos Gino Van Ossel cite quelques exemples int\u00e9ressants et instructifs. \u00ab Au niveau mondial le groupe de supermarch\u00e9s John Lewis est un bel exemple, mais en Belgique des cha\u00eenes comme\u00a0 Vandenborre, FNG Group, Torfs, Brantano, AS Adventure ou encore Fundoo et Fun, gr\u00e2ce \u00e0 l\u2019\u00e9change de leurs moyens et de leur savoir-faire, sont sur la bonne voie. \u00bb<\/p>\n<p>Pour progresser dans ce nouvel environnement, il est tr\u00e8s important de se rencontrer et d\u2019\u00e9changer des id\u00e9es. \u00ab Il y a un monde de diff\u00e9rence entre la th\u00e9orie et le mise en pratique. Aujourd\u2019hui tout le monde conna\u00eet la th\u00e9orie ; nous savons tous \u00e0 quel point il est important de se lancer dans\u00a0 l\u2018omnichannel, mais de nombreux retailers se demandent encore comment s\u2019y prendre. \u00bb<\/p>\n<p>D\u2019o\u00f9 l\u2019utilit\u00e9 du Congr\u00e8s Omnichannel organis\u00e9 par RetailDetail, qui traitera\u00a0 le sujet sous un angle tr\u00e8s pratique : la question-cl\u00e9 est de savoir comment les commer\u00e7ants abordent concr\u00e8tement l\u2019omnichannel et quelles sont leurs questions et pr\u00e9occupations. Gino Van Ossel : \u00ab Tout est question d\u2019interaction et d\u2019\u00e9change, sans formuler de grandes th\u00e9ories, mais en s\u2019appuyant sur les t\u00e9moignages de quelques retailers renomm\u00e9s de notre pays. \u00bb<\/p>\n<h2>\n<br \/>Du back-end au front-end<\/h2>\n<p>Le congr\u00e8s comprend divers avant-programmes et un programme principal\u00a0 s\u2019articulant autour de deux th\u00e8mes : le premier concerne le back-office, avec des expos\u00e9s de Manu Bracke, COO de FNG Group, et de Geert Schotte, CEO de Standaard Boekhandel, suivis d\u2019un d\u00e9bat avec \u00e9galement Luc Van Mol (CEO ZEB) et Herman Van Beveren (CEO Decathlon).<\/p>\n<p>Les questions abord\u00e9es dans cette premi\u00e8re partie concerneront notamment\u00a0 les probl\u00e8mes informatiques que l\u2019on peut rencontrer, comment g\u00e9rer la cha\u00eene d\u2019approvisionnement ou encore quelle strat\u00e9gie adopter pour les retours. \u00ab Autant de questions tr\u00e8s concr\u00e8tes, d\u2019ordre pratiques, auxquelles r\u00e9pondront des professionnels exp\u00e9riment\u00e9s. FNG Group par exemple a connu une forte croissance en peu de temps, gr\u00e2ce \u00e0 la reprise de Claudia Str\u00e4ter et Espresso, ce qui lui a permis de s\u2019implanter solidement aux Pays-Bas. Ce march\u00e9 \u00e9tant en avance dans le domaine du commerce en ligne, FNG a su en tirer profit et d\u00e9velopper sa strat\u00e9gie e-commerce \u00bb, explique Gino Van Ossel.<\/p>\n<p>La deuxi\u00e8me partie \u00e9voquera l\u2019impact de l\u2019omnichannel sur le \u2018front-end\u2019, allant de l\u2019exp\u00e9rience en magasin, en passant par l\u2019int\u00e9gration du digital dans le point de vente, jusqu\u2019au marketing digital. Dans cette deuxi\u00e8me partie Joeri De Waele apportera son t\u00e9moignage. Avec son fr\u00e8re, il a fond\u00e9 Fundoo, qui r\u00e9cemment a fusionn\u00e9 avec la cha\u00eene de loisirs Fun. Ensuite Stefaan Van Waeyenberghe (CEO Brantano) et Bart De Waele (CEO Wijs) participeront au d\u00e9bat avec le public.<\/p>\n<p>Gino Van Ossel : \u00ab Nous avons s\u00e9lectionn\u00e9 un panel \u00e9nergique de retailers issus de secteurs tr\u00e8s diff\u00e9rents, certains op\u00e8rent en p\u00e9riph\u00e9rie et d\u2019autres en centre-ville, certains sont actifs au niveau national et d\u2019autres \u00e0 l\u2019international. Ce congr\u00e8s invite \u00e9galement \u00e0 la discussion et r\u00e9pondra aux questions venant du public. Tout comme le titre du congr\u00e8s l\u2019indique : l\u2019heure n\u2019est plus aux discours grandiloquents, mais \u00e0 l\u2019action. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Vous souhaitez participer \u00e0 cet \u00e9v\u00e9nement ? <a target=\"_blank\" href=\"http:\/\/www.retaildetailomnichannelcongres.be\/fr\" rel=\"noopener\">Inscrivez-vous d\u00e8s maintenant au RetailDetail Omnichannel Congres<\/a> qui aura lieu le 6 f\u00e9vrier 2014 au Retail House \u00e0 Anvers.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab To boldly go where no man has gone before \u00bb \u00ab La question qui se pose aujourd\u2019hui est de savoir comment le commer\u00e7ant peut combiner toutes ses activit\u00e9s, online et offline ? Les avis sont partag\u00e9s et les difficult\u00e9s parfois difficiles \u00e0 surmonter. Ainsi certains retailers ayant un webshop estiment que celui-ci ne rapporte [&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":[41],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retaildossier"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gino Van Ossel : \u00ab L\u2019entreprise omnichannel id\u00e9ale n\u2019existe pas \u00bb - 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\/retaildossier\/gino-van-ossel-lentreprise-omnichannel-ideale-nexiste-pas\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gino Van Ossel : \u00ab L\u2019entreprise omnichannel id\u00e9ale n\u2019existe pas \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00ab To boldly go where no man has gone before \u00bb \u00ab La question qui se pose aujourd\u2019hui est de savoir comment le commer\u00e7ant peut combiner toutes ses activit\u00e9s, online et offline ? 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