{"id":52057,"date":"2021-11-03T08:56:00","date_gmt":"2021-11-03T08:56:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/zalando-doit-a-nouveau-partager-le-consommateur-avec-les-magasins-physiques\/"},"modified":"2021-11-03T08:56:00","modified_gmt":"2021-11-03T08:56:00","slug":"zalando-doit-a-nouveau-partager-le-consommateur-avec-les-magasins-physiques","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-doit-a-nouveau-partager-le-consommateur-avec-les-magasins-physiques\/","title":{"rendered":"Zalando doit \u00e0 nouveau partager le consommateur"},"content":{"rendered":"<p>L\u2019emprise de <strong>Zalando<\/strong>\u00a0a\u00a0diminu\u00e9 maintenant qu\u2019il est \u00e0 nouveau possible de fr\u00e9quenter les magasins physiques. La croissance s\u2019est ralentie et la plateforme de mode en ligne a d\u00fb accorder des remises pour attirer les consommateurs cet automne.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Un march\u00e9 de la mode concurrentiel<\/h2>\n<p>Alors que la vie physique reprend, Zalando est incapable de maintenir les taux de croissance spectaculaires de l\u2019\u00e9poque de la pand\u00e9mie. La plateforme allemande a enregistr\u00e9 une croissance du chiffre d\u2019affaires de 23\u00a0% au troisi\u00e8me trimestre\u2009; elle atteignait encore 40\u00a0% au deuxi\u00e8me trimestre. Le chiffre d\u2019affaires s\u2019est ainsi \u00e9tabli \u00e0 2,3 milliards d\u2019euros, un niveau l\u00e9g\u00e8rement sup\u00e9rieur aux attentes.<\/p>\n<p>\nL\u2019entreprise \u00e9voque un march\u00e9 de la mode tr\u00e8s concurrentiel, avec de nombreuses promotions afin d\u2019inciter les consommateurs \u00e0 s\u2019adonner \u00e0 nouveau au shopping apr\u00e8s la pand\u00e9mie. Zalando a \u00e9galement d\u00fb d\u00e9penser davantage en remises et en marketing. La plateforme d\u2019e-commerce s\u2019est simultan\u00e9ment \u00e9tendue \u00e0 six nouveaux march\u00e9s en Europe de l\u2019Est.<\/p>\n<p>\u00a0<\/p>\n<h2>Dans le rouge<\/h2>\n<p>La plateforme comptait 46,3 millions d\u2019utilisateurs actifs au terme du troisi\u00e8me trimestre, un chiffre en nette hausse par rapport aux 35,6 millions d\u2019utilisateurs recens\u00e9 sur la m\u00eame p\u00e9riode en 2020. Le nombre de <a href=\"https:\/\/www.nu.nl\/economie\/6165694\/zalando-groeit-minder-omstuimig-doordat-winkels-weer-open-zijn.html\" target=\"_blank\" rel=\"noopener\">commandes a augment\u00e9 de pr\u00e8s de 27\u00a0%<\/a>, le nombre de visiteurs en ligne a bondi de 1,27 milliard \u00e0 1,7 milliard.<\/p>\n<p>\nMais la perte s\u2019est creus\u00e9e\u00a0: le b\u00e9n\u00e9fice op\u00e9rationnel de 9,8 millions d\u2019euros se traduit par une perte nette de 8,4 millions d\u2019euros. L\u2019an dernier, Zalando avait encore enregistr\u00e9 un b\u00e9n\u00e9fice net de 58,5 millions d\u2019euros. \u00ab\u00a0Malgr\u00e9 l\u2019acc\u00e9l\u00e9ration de l\u2019inflation et les incertitudes qui p\u00e8sent sur la cha\u00eene d\u2019approvisionnement<a href=\"https:\/\/www.reuters.com\/business\/cop\/zalando-profits-dip-stores-reopen-lockdowns-2021-11-03\/\" target=\"_blank\" rel=\"noopener\">, nous restons confiants dans<\/a> notre capacit\u00e9 \u00e0 atteindre nos objectifs relev\u00e9s pour l\u2019ensemble de l\u2019ann\u00e9e\u00a0\u00bb, a rassur\u00e9 David Schroeder, directeur financier.<\/p>\n<p>\u00a0<\/p>\n<h2>Abonnement Plus<\/h2>\n<p>Zalando se lance \u00e9galement dans le \u00ab\u00a0rundle\u00a0\u00bb, la nouvelle marotte du retail\u00a0: les clients n\u00e9erlandais peuvent d\u00e9sormais souscrire eux aussi <a href=\"https:\/\/www.emerce.nl\/nieuws\/zalando-introduceert-pluslidmaatschap-nederland\" target=\"_blank\" rel=\"noopener\">un abonnement Plus<\/a> qui leur permet de b\u00e9n\u00e9ficier d\u2019une livraison express et d\u2019un service d\u2019enl\u00e8vement des retours pour un peu moins de 10 euros par an. Ils b\u00e9n\u00e9ficient \u00e9galement d\u2019un acc\u00e8s exclusif \u00e0 des articles en \u00e9dition limit\u00e9e et \u00e0 des articles de cr\u00e9ateurs.\u00a0<\/p>\n<p>\nD\u2019<strong>Albert Heijn <\/strong>\u00e0 <strong>Fnac Darty<\/strong>, presque toutes les grandes entreprises de consommation lancent aujourd\u2019hui des mod\u00e8les d\u2019abonnement. Ces \u00ab\u00a0rundles\u00a0\u00bb ou <a href=\"https:\/\/www.profgalloway.com\/lets-get-ready-to-rundle\/\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0recurring revenue bundles\u00a0\u00bb<\/a>, comme les appelle le professeur Scott Galloway, permet aux retailers d\u2019enregistrer des revenus fixes, de fid\u00e9liser leurs clients et d\u2019emmagasiner des donn\u00e9es additionnelles sur les consommateurs. Ces derniers peuvent de leur c\u00f4t\u00e9 faire des \u00e9conomies ou b\u00e9n\u00e9ficier d\u2019autres avantages.<\/p>\n<p>\u00a0<\/p>\n<p>Pour en savoir plus sur les <em>rundles<\/em> et les raisons pour lesquelles ils sont le nouveau Saint Graal du retail, lisez le nouveau livre\u00a0<em>The Future of Shopping\u00a0: Re-set Re-made Re-tail<\/em>, \u00e0 para\u00eetre aux \u00e9ditions Lannoo Campus au printemps 2022.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019emprise de Zalando\u00a0a\u00a0diminu\u00e9 maintenant qu\u2019il est \u00e0 nouveau possible de fr\u00e9quenter les magasins physiques. La croissance s\u2019est ralentie et la plateforme de mode en ligne a d\u00fb accorder des remises pour attirer les consommateurs cet automne. \u00a0 Un march\u00e9 de la mode concurrentiel Alors que la vie physique reprend, Zalando est incapable de maintenir les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52054,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-52057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zalando doit \u00e0 nouveau partager le consommateur - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L\u2019emprise de Zalando\u00a0a\u00a0diminu\u00e9 maintenant qu\u2019il est \u00e0 nouveau possible de fr\u00e9quenter les magasins physiques. 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