{"id":5059,"date":"2014-02-21T10:44:07","date_gmt":"2014-02-21T10:44:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/faites-le-test-etes-vous-multichannel-ou-omnichannel\/"},"modified":"2014-02-21T10:44:07","modified_gmt":"2014-02-21T10:44:07","slug":"faites-le-test-etes-vous-multichannel-ou-omnichannel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/faites-le-test-etes-vous-multichannel-ou-omnichannel\/","title":{"rendered":"Faites le test : \u00eates-vous multichannel ou omnichannel ?"},"content":{"rendered":"<h2>Choisissez votre camp : le retailer ou le client<\/h2>\n<p>Selon Geert Schotte, CEO de Standaard Boekhandel, omni-, cross- ou multichannel, ce n\u2019est qu\u2019une question d\u2019appellation.\u00a0 Mais Gino Van Ossel, professeur \u00e0 la Vlerick Business School, est de ceux qui ne partagent pas cet avis.\u00a0 Il d\u00e9crit le ph\u00e9nom\u00e8ne de l\u2019omnichannel\u00a0 en trois mots\u00a0 \u2018customer-centric commerce\u2019 : le retail o\u00f9 le client a toutes les ficelles en main et o\u00f9 il d\u00e9cide quand et pourquoi il utilise tel canal ou tel appareil.<\/p>\n<p>Du coup, la grande diff\u00e9rence avec tous les autres mod\u00e8les (mono-, multi- et crosschannel) devient tr\u00e8s claire : historiquement, le retailer \u00e9tait celui qui contr\u00f4lait \u00e0 tout moment l\u2019interaction avec le client via son propre et unique canal de vente, plus pr\u00e9cis\u00e9ment le(s) magasin(s).<\/p>\n<p>Depuis l\u2019arriv\u00e9e d\u2019internet, de plus en plus de \u2018touch points\u2019 ont fait leur apparition, comme le webshop, les applications mobiles, les folders interactifs et ainsi de suite. Dans un premier temps cela a entra\u00een\u00e9 une approche o\u00f9 tous les canaux existaient parall\u00e8lement (multichannel). Ensuite l\u2019on s\u2019est rendu compte qu\u2019il \u00e9tait important d\u2019int\u00e9grer les diff\u00e9rents canaux de vente les uns dans les autres (crosschannel).<\/p>\n<p>Mais en d\u00e9finitive cela reste une approche partant du retailer et de ses canaux respectifs . Et c\u2019est ici que l\u2019omnichannel fait son apparition : \u00ab On consid\u00e8re souvent l\u2019omnichannel\u00a0 comme le futur du retail, parce qu\u2019il offre davantage de valeur ajout\u00e9e au client que l\u2019e-commerce pur.\u00a0 Il r\u00e9unit le meilleur des deux\u00a0 mondes \u2018online et offline\u2019, ce qui permet au client de ne pas devoir choisir entre les deux \u00bb, expliquait Gino Van Ossel lors de la Vlerick Retail Platform du 28 octobre 2013.<\/p>\n<p>\u00a0<\/p>\n<h2>Quand votre organisation sera-t-elle mature ?<\/h2>\n<p>Mais quels sont les \u00e9l\u00e9ments qui jouent un r\u00f4le dans une strat\u00e9gie omnichannel et quels sont les principaux facteurs qui doivent \u00eatre pris en consid\u00e9ration ?\u00a0 Le Digital Maturity Model d\u00e9velopp\u00e9 par Cegeka vous l\u2019explique de fa\u00e7on claire et efficace.\u00a0 L\u2019Universit\u00e9 de Gand r\u00e9alise une \u00e9tude \u00e0 la demande de Cegeka, au sujet de l\u2019int\u00e9gration des plates-formes de communication au sein des entreprises.<\/p>\n<p>Leur mod\u00e8le de maturit\u00e9 num\u00e9rique donne une indication sur la sant\u00e9 des entreprises dans l\u2019espace num\u00e9rique.\u00a0 Tout le monde parle de la position centrale du client, mais o\u00f9 les entreprises belges se situent-elles concr\u00e8tement \u00e0 ce niveau-l\u00e0 ?\u00a0 A quel degr\u00e9 de single-, multi- ou omnichannel communiquent-elles ?\u00a0 Pour d\u00e9terminer le niveau\u00a0 o\u00f9 se situent les entreprises, les enqu\u00eateurs les classent en trois cat\u00e9gories : les d\u00e9butants \u2018single channel\u2019, les acteurs num\u00e9ris\u00e9s multichannel plus confirm\u00e9s et les organisations omnichannel totalement int\u00e9gr\u00e9es.<\/p>\n<p>Cinq facteurs d\u00e9terminent la cat\u00e9gorie dans laquelle se situe l\u2019entreprise.\u00a0 Ces facteurs sont cruciaux pour \u00e9valuer la maturit\u00e9 num\u00e9rique d\u2019une entreprise.\u00a0 Selon les enqu\u00eateurs, votre organisation ne pourra \u00eatre qualifi\u00e9e d\u2019omnichannel que si celle-ci r\u00e9pond aux crit\u00e8res suivants : <br \/>1)\u00a0\u00a0 \u00a0Votre vision et votre strat\u00e9gie sont totalement ax\u00e9es sur le consommateur<br \/>2)\u00a0\u00a0 \u00a0Il y a une collaboration pouss\u00e9e entre tous les canaux de l\u2019organisation<br \/>3)\u00a0\u00a0 \u00a0Le dialogue avec votre client (identifi\u00e9) se fait au travers de tous les canaux <br \/>4)\u00a0\u00a0 \u00a0Vous vous servez du \u2018big data\u2019 , que vous l\u2019utilisez comme base d\u00e9cisionnelle<br \/>5)\u00a0\u00a0 \u00a0Toutes ces donn\u00e9es sont trait\u00e9es par les outils et les technologies les plus avanc\u00e9s\u00b5<\/p>\n<p>\u00a0<\/p>\n<h2>Ne ratez pas le train<\/h2>\n<p>Souhaitez-vous savoir o\u00f9 votre entreprise\u00a0 et vos concurrents se situent dans cette matrice de maturit\u00e9 ?\u00a0 Gr\u00e2ce \u00e0 cette br\u00e8ve enqu\u00eate, vous d\u00e9couvrirez les scores de votre entreprise dans tous ces domaines. Vous saurez ainsi sur quels points vous avez de l\u2019avance\u00a0 ou du retard par rapport aux autres acteurs du march\u00e9.\u00a0 \u00cates-vous en train de rater le train ou, \u00eates-vous encore dans la course ?<\/p>\n<p>R\u00e9pondez \u00e0 l\u2019enqu\u00eate et aidez Cegeka et UGent \u00e0 faire les recherches pour vous. Pour participer, <a target=\"_blank\" href=\"https:\/\/ugentmbc.eu.qualtrics.com\/SE\/?SID=SV_ekB8UTC8TMefXJH\" rel=\"noopener\">utilisez ce lien<\/a>.<\/p>\n<p>\u00a0<\/p>\n<p>Il ne vous faudra que 7 minutes pour compl\u00e9ter l\u2019enqu\u00eate.\u00a0 Vos donn\u00e9es seront trait\u00e9es de fa\u00e7on anonyme.\u00a0 Apr\u00e8s le traitement des r\u00e9ponses, vous recevrez les r\u00e9sultats de l\u2019enqu\u00eate au mois de mai 2014.\u00a0 Ensuite, un rapport sp\u00e9cifique destin\u00e9 au secteur retail sera publi\u00e9 en collaboration avec RetailDetail.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Laure Jacobs<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Choisissez votre camp : le retailer ou le client Selon Geert Schotte, CEO de Standaard Boekhandel, omni-, cross- ou multichannel, ce n\u2019est qu\u2019une question d\u2019appellation.\u00a0 Mais Gino Van Ossel, professeur \u00e0 la Vlerick Business School, est de ceux qui ne partagent pas cet avis.\u00a0 Il d\u00e9crit le ph\u00e9nom\u00e8ne de l\u2019omnichannel\u00a0 en trois mots\u00a0 \u2018customer-centric commerce\u2019 [&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":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-5059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Faites le test : \u00eates-vous multichannel ou omnichannel ? - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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