{"id":52663,"date":"2021-12-01T11:14:50","date_gmt":"2021-12-01T11:14:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/voici-ce-quattendent-les-acheteurs-dun-programme-de-fidelite\/"},"modified":"2021-12-01T11:14:50","modified_gmt":"2021-12-01T11:14:50","slug":"voici-ce-quattendent-les-acheteurs-dun-programme-de-fidelite","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/voici-ce-quattendent-les-acheteurs-dun-programme-de-fidelite\/","title":{"rendered":"Voici ce qu\u2019attendent les acheteurs d&#039;un programme de fid\u00e9lit\u00e9"},"content":{"rendered":"<p><em>(Publireportage)\u00a0<\/em>Selon une \u00e9tude, les clients sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles avec les d\u00e9taillants, \u00e0 condition qu&rsquo;ils obtiennent suffisamment en retour. Mais attention \u00e0 ne pas les agacer et \u00e0 utiliser le bon ton.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Application ou carte de fid\u00e9lit\u00e9<\/h2>\n<p>Comment gagner le c\u0153ur des consommateurs ? L\u2019exercice est loin d\u2019\u00eatre \u00e9vident. Quatre \u00e9l\u00e9ments sont essentiels pour fid\u00e9liser les clients : la gamme de produits, la strat\u00e9gie de prix, le service client et les avantages pour les membres. C&rsquo;est ce qui ressort d&rsquo;une \u00e9tude men\u00e9e par <strong>Comarch<\/strong>, sp\u00e9cialiste des solutions TIC, CRM et de fid\u00e9lisation, aupr\u00e8s de consommateurs belges et hollandais. Quelques grandes lignes ?\u00a0<br \/>\n\u00a0<\/p>\n<p>Bien que les consommateurs d\u00e9clarent ne pas \u00eatre fid\u00e8les \u00e0 plus de quatre marques en moyenne, ils sont membres d\u2019environ 14 programmes d&rsquo;adh\u00e9sion. Une petite minorit\u00e9 utilise une application, d&rsquo;autres s&rsquo;identifient avec une carte de fid\u00e9lit\u00e9 num\u00e9rique ou une carte plastique. C\u2019est surtout le cas des clients plus \u00e2g\u00e9s. Les \u00e9tudes montrent que les programmes d&rsquo;adh\u00e9sion ont un effet positif ind\u00e9niable sur le nombre de clients r\u00e9guliers, le chiffre d&rsquo;affaires et les b\u00e9n\u00e9fices, m\u00eame si les clients n&rsquo;ont pas l&rsquo;impression que leurs d\u00e9penses ont \u00e9t\u00e9 affect\u00e9es.<\/p>\n<p>\u00a0<\/p>\n<h2>Donn\u00e9es personnelles<\/h2>\n<p>Qu&rsquo;attendent donc les consommateurs d&rsquo;un programme de fid\u00e9lit\u00e9 ? Les points de fid\u00e9lit\u00e9 et les coupons sont des r\u00e9compenses fiables : presque tous les consommateurs les utilisent pour obtenir une r\u00e9duction sur leur prochain achat. Cela ouvre des perspectives aux d\u00e9taillants qui souhaitent encourager les clients \u00e0 revenir. Ils peuvent aussi miser sur des r\u00e9compenses physiques ou l&rsquo;acc\u00e8s \u00e0 des services suppl\u00e9mentaires.<br \/>\n\u00a0<\/p>\n<p>Mais, attention, les programmes de fid\u00e9lit\u00e9 peuvent parfois agacer : par exemple, lorsque les acheteurs doivent \u00e9conomiser trop longtemps pour obtenir une r\u00e9compense. Ils attendent \u00e9galement que les r\u00e9compenses correspondent \u00e0 leurs pr\u00e9f\u00e9rences personnelles. Les clients sont ouverts \u00e0 la communication sur les promotions, les r\u00e9ductions ou les offres personnalis\u00e9es, mais ils veulent garder le contr\u00f4le sur le canal et la fr\u00e9quence. Le courrier \u00e9lectronique est de loin la m\u00e9thode de communication pr\u00e9f\u00e9r\u00e9e et la plupart des consommateurs ne souhaitent pas recevoir plus d&rsquo;un message par semaine.<br \/>\n\u00a0<\/p>\n<p>En parlant de personnalisation : les clients sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles s&rsquo;ils obtiennent quelque chose en retour. Les marques doivent \u00eatre transparentes quant aux raisons pour lesquelles elles collectent certaines donn\u00e9es et expliquer clairement quelle est la valeur ajout\u00e9e pour l&rsquo;acheteur. Lorsque les consommateurs b\u00e9n\u00e9ficient de r\u00e9ductions, de points suppl\u00e9mentaires, d&rsquo;offres exclusives, de cadeaux ou de r\u00e9compenses, ils sont dispos\u00e9s \u00e0 partager leurs donn\u00e9es.<\/p>\n<p>\u00a0<\/p>\n<h2>Le bon ton<\/h2>\n<p>Les outils de marketing num\u00e9rique peuvent vous aider \u00e0 obtenir les bonnes donn\u00e9es, \u00e0 analyser votre groupe cible et \u00e0 l&rsquo;approcher avec le bon message. Mais la fid\u00e9lit\u00e9 \u00e0 une marque n&rsquo;est pas gratuite, et les clients attendent des marques qu&rsquo;elles leur apportent une valeur ajout\u00e9e. Il est essentiel de trouver le ton juste pour convertir votre client en un client fid\u00e8le. <a href=\"https:\/\/www.comarch.fr\/livres-blancs\/lb-loyalty-retail\/livre-blanc-loyalty-retail\/\">Vous pouvez t\u00e9l\u00e9charger le livre blanc gratuit de Comarch en cliquant sur ce lien<\/a>.<br \/>\n\u00a0<\/p>\n<p>Vous voulez en savoir plus sur les possibilit\u00e9s des programmes de fid\u00e9lit\u00e9 ? Comarch organise un webinaire gratuit le 14 d\u00e9cembre, au cours duquel des experts en marketing belges et hollandais parleront plus en d\u00e9tail des \u00e9l\u00e9ments cl\u00e9s pour fid\u00e9liser les clients. En une heure, vous apprendrez \u00e0 mettre en \u0153uvre une strat\u00e9gie de fid\u00e9lisation efficace. <a href=\"https:\/\/events.comarch.com\/loyalty\/the-ultimate-guide-to-customer-loyalty\/?utm_source=Retail+D\u00e9tail\">Inscrivez-vous en suivant ce lien<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Publireportage)\u00a0Selon une \u00e9tude, les clients sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles avec les d\u00e9taillants, \u00e0 condition qu&rsquo;ils obtiennent suffisamment en retour. Mais attention \u00e0 ne pas les agacer et \u00e0 utiliser le bon ton. \u00a0 Application ou carte de fid\u00e9lit\u00e9 Comment gagner le c\u0153ur des consommateurs ? L\u2019exercice est loin d\u2019\u00eatre \u00e9vident. Quatre \u00e9l\u00e9ments [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52660,"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-52663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Voici ce qu\u2019attendent les acheteurs d&#039;un programme de fid\u00e9lit\u00e9 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Selon une \u00e9tude, les clients sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles avec les d\u00e9taillants, \u00e0 condition qu&#039;ils obtiennent suffisamment en retour. 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