{"id":72165,"date":"2023-02-09T12:07:38","date_gmt":"2023-02-09T11:07:38","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=72165"},"modified":"2023-02-09T17:15:27","modified_gmt":"2023-02-09T16:15:27","slug":"erik-cuypers-diy-cio-de-maxeda-lomnicanal-cest-du-vent","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/erik-cuypers-diy-cio-de-maxeda-lomnicanal-cest-du-vent\/","title":{"rendered":"Erik Cuypers, CIO de Maxeda DIY : \u00ab L\u2019omnicanal, c\u2019est du vent\u2009\u00bb"},"content":{"rendered":"\n<p>\u00ab&nbsp;Pour l\u2019amour du ciel, arr\u00eatez avec l\u2019omnicanal&nbsp;\u00bb, s\u2019\u00e9crie Erik Cuypers, CDO et CIO chez <strong>Maxeda DIY<\/strong>. Le propri\u00e9taire de <strong>Brico <\/strong>et <strong>Praxis <\/strong>ne voit que des clients. \u00ab&nbsp;Jamais aucun client ne s\u2019est pr\u00e9sent\u00e9 avec le tatouage \u201cj\u2019ach\u00e8te en ligne\u201d.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Omniconsommateur<\/h2>\n\n\n\n<p>Erik Cuypers, CIO et CDO de Maxeda DIY \u2013 la soci\u00e9t\u00e9 m\u00e8re de Brico \u2013 ne croit pas \u00e0 l\u2019omnicanal, et c\u2019est peu dire. Pourquoi\u2009? C\u2019est ce qu\u2019il <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/omnichannel-e-commerce-congress-fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">expliquera dans le d\u00e9tail au RetailDetail Omnichannel Congress<\/a>. \u00ab\u00a0Ce terme, c\u2019est du vent. Il n\u2019y a que des clients, la distinction \u201cclients en ligne\u201d et \u201cclients physiques\u201d n\u2019a aucun sens. Par cons\u00e9quent, il ne faut pas parler d\u2019omnicanal mais d\u2019omniconsommateur. Car au final, il n\u2019y a que le consommateur qui compte.\u00a0\u00bb<\/p>\n\n\n\n<p>Et Maxeda DIY compte 8 millions d\u2019omniclients. Pour r\u00e9ellement centrer toutes ses activit\u00e9s sur eux, le groupe recueille un feedback \u00e0 360\u00b0 et dispose de son application de fid\u00e9lisation. \u00ab&nbsp;C\u2019est l\u2019application la plus t\u00e9l\u00e9charg\u00e9e apr\u00e8s Google&nbsp;\u00bb, affirme Erik Cuypers. Le mois dernier, ils ont \u00e9galement lanc\u00e9 leur propre <em>market-place<\/em>. Brico et Praxis peuvent ainsi devenir un v\u00e9ritable one-stop-shop&nbsp;: gr\u00e2ce \u00e0 ses partenaires commerciaux, la gamme compte 100 000 nouvelles r\u00e9f\u00e9rences, un chiffre qui va continuer \u00e0 augmenter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Processus <\/h2>\n\n\n\n<p>\u00ab&nbsp;Nous travaillons sur le web 3.0. Aujourd\u2019hui, l\u2019heure est vraiment \u00e0 l\u2019IA, et surtout aux donn\u00e9es. Tout le monde dit qu\u2019il travaille sur les donn\u00e9es, mais ce n\u2019est pas du tout le cas&nbsp;\u00bb, poursuit Erik Cuypers, qui, chez Maxeda, se concentre sur une cha\u00eene d\u2019approvisionnement intelligente fond\u00e9e sur les donn\u00e9es. \u00ab&nbsp;Il faut anticiper \u00e0 un horizon de cinq ans \u2013 parce que dans cinq ans, le smartphone n\u2019existera plus.&nbsp;\u00bb<\/p>\n\n\n\n<p>Selon le CIP, la transformation doit s\u2019effectuer sur trois axes&nbsp;: les processus, l\u2019exp\u00e9rience et les nouveaux mod\u00e8les op\u00e9rationnels. Et il faut s\u2019attaquer aux trois axes \u00e0 la fois, le dernier \u00e9tant le plus complexe. Les retailers physiques, surtout, gardent encore une certaine distance. Ils n\u2019adoptent pas assez les donn\u00e9es. \u00ab&nbsp;Oser se montrer v\u00e9ritablement disruptif, cela implique des sacrifices. On pr\u00e9f\u00e8re par cons\u00e9quent miser sur l\u2019exp\u00e9rience, car c\u2019est plus confortable. Et on oublie les processus.&nbsp;\u00bb<\/p>\n\n\n\n<p>En particulier sur le march\u00e9 du bricolage, plus lent. \u00ab&nbsp;La rotation est limit\u00e9e. On n\u2019ach\u00e8te pas une tondeuse tous les trois mois. Certaines vis que nous avons en stock se vendent une fois tous les deux ans. La cha\u00eene d\u2019approvisionnement est tr\u00e8s complexe. Pour prendre un contre-exemple&nbsp;: le stock du secteur du voyage tient sur une cl\u00e9 USB. C\u2019est une sacr\u00e9e diff\u00e9rence&nbsp;\u00bb, sourit Erik Cuypers, qui a \u00e9galement travaill\u00e9 chez <strong>Thomas Cook<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u00a0L\u2019omnicanal est mort\u00a0\u00bb<\/h2>\n\n\n\n<p>Gr\u00e2ce \u00e0 la plateforme, les fournisseurs de Brico et Praxis peuvent d\u00e9sormais vendre directement aux consommateurs. Ce qui change tout, surtout dans la cha\u00eene d\u2019approvisionnement. Mais il est d\u2019autant plus important de bien \u00e9valuer la demande. Erik Cuypers s\u2019est ainsi pris de passion pour la <em>data science<\/em> : \u00ab&nbsp;Nous connaissons la superficie du jardin d\u2019un client. Nous pouvons combiner le comportement de navigation de plusieurs mois avec les recherches effectu\u00e9es sur le site web. Nous ne devons donc pas personnaliser le contenu pour \u00e9tablir un profil.&nbsp;\u00bb<\/p>\n\n\n\n<p>\u00ab&nbsp;Par exemple&nbsp;: l\u2019iPhone dispose d\u2019un outil de mesure. Si un client le relie \u00e0 notre base de donn\u00e9es de parquets, il lui suffira de choisir le mod\u00e8le de parquet et les dimensions s\u2019afficheront automatiquement. La bonne quantit\u00e9 de parquet sera pr\u00eate dans les 24 heures. C\u2019est une exp\u00e9rience fantastique. Et nous a-t-elle co\u00fbt\u00e9 quelque chose\u2009? Non, parce que tout \u00e9tait disponible.&nbsp;\u00bb Mais n\u2019est-ce pr\u00e9cis\u00e9ment de l\u2019omnicanal\u2009? La r\u00e9ponse fuse&nbsp;: \u00ab&nbsp;Non, c\u2019est juste suivre le client. Arr\u00eatez avec l\u2019omnicanal. L\u2019omnicanal est mort.&nbsp;\u00bb<\/p>\n\n\n\n<p>Erik Cuypers sera pr\u00e9sent ce 23 mars au <strong>RetailDetail Omnichannel Congress<\/strong>, en compagnie de Wim Mathues (<strong>Decathlon<\/strong>), Frederik De Vetter<strong> (Media Markt<\/strong>) et de nombreux autres intervenants.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background\" href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/omnichannel-e-commerce-congress-fr\/\">Cliquez ici pour plus d&rsquo;infos et pour r\u00e9server votre place.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Pour l\u2019amour du ciel, arr\u00eatez avec l\u2019omnicanal\u00a0\u00bb, s\u2019\u00e9crie Erik Cuypers, CDO et CIO chez Maxeda DIY. Le propri\u00e9taire de Brico et Praxis ne voit que des clients.<\/p>\n","protected":false},"author":5,"featured_media":72040,"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":[26],"tags":[],"people":[1134],"extra":[],"company":[536,534,535],"topic":[643,778],"region":[324],"class_list":["post-72165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","people-erik-cuypers","company-brico","company-maxeda","company-praxis","topic-interview","topic-retaildetail-omnichannel-congress","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Erik Cuypers, CIO de Maxeda DIY : \u00ab L\u2019omnicanal, c\u2019est du vent\u2009\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour l\u2019amour du ciel, arr\u00eatez avec l\u2019omnicanal, s\u2019\u00e9crie Erik Cuypers, CDO et CIO chez Maxeda DIY. 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