{"id":73674,"date":"2023-03-07T14:56:59","date_gmt":"2023-03-07T13:56:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73674"},"modified":"2023-03-07T14:57:02","modified_gmt":"2023-03-07T13:57:02","slug":"comment-collectgo-se-met-a-fond-la-caisse-au-service-du-client","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-collectgo-se-met-a-fond-la-caisse-au-service-du-client\/","title":{"rendered":"Comment Collect&Go se met \u00ab\u00a0\u00e0 fond la caisse\u00a0\u00bb au service du client ?"},"content":{"rendered":"\n

Le service de courses Collect&Go<\/strong> n’est pas un silo isol\u00e9 au sein de Colruyt Group<\/strong>: la division e-commerce mesure la satisfaction du client tout au long de son parcours et se concentre sur la fertilisation crois\u00e9e avec d’autres enseignes et services au sein du groupe.<\/p>\n\n\n\n

Viser la fertilisation crois\u00e9e<\/h2>\n\n\n\n

\u00ab Nous vivons dans une \u00e8re d’autonomie et de personnalisation. La fid\u00e9lisation des clients augmente plus vous pouvez offrir de services \u00e0 travers diff\u00e9rents canaux, de mani\u00e8re qualitative. Nous y travaillons de mani\u00e8re obsessionnelle au quotidien \u00bb, d\u00e9clare Tom De Prater de Collect&Go : \u00ab Nous allons \u2018\u00e0 fond la caisse\u2019 pour le client. \u00bb Le service e-commerce de Colruyt Group d\u00e9veloppe donc de nouveaux services qui interagissent, et mesure la satisfaction du client aux diff\u00e9rentes \u00e9tapes du parcours client, jusqu’au niveau du point de collecte.<\/p>\n\n\n\n

\u00ab Cela nous permet d’affiner nos \u00e9quipes sur tous les points que les clients disent \u00eatre importants : cela peut concerner la qualit\u00e9 des produits frais, les articles manquants, l’amabilit\u00e9 du personnel… \u00bb Et ce, sur diff\u00e9rents canaux : retrait en magasin ou drive pi\u00e9ton, livraison \u00e0 domicile via des livreurs ou chauffeurs internes. La coh\u00e9rence entre ces canaux et services devrait accro\u00eetre la fid\u00e9lit\u00e9 des clients : le d\u00e9taillant souhaite que les clients passent d’un canal \u00e0 l’autre, par exemple de Collect&Go aux magasins Colruyt, mais \u00e9galement \u00e0 Okay ou Okay Direct pour d’autres missions d’achat. \u00ab Nous voulons faire de la pollinisation crois\u00e9e, nous voulons que le client soit optichannel \u00bb, dit-il.<\/p>\n\n\n\n

Pour chaque mission d’achat<\/h2>\n\n\n\n

Apr\u00e8s tout, les gens veulent \u00eatre servis de plusieurs mani\u00e8res diff\u00e9rentes. Quelle est la mission du shopper : se r\u00e9approvisionner, faire les courses de la semaine ou avoir de quoi manger pour ce soir ? L’achat est-il planifi\u00e9 ou non ? Il y a l’influence de l’urbanisation et de la d\u00e9mographie : un walk-in en ville n\u00e9cessite une approche diff\u00e9rente d’un point de retrait dans les Ardennes. Une famille composite compte six personnes une semaine, deux la semaine suivante. Pour cela, le groupe Colruyt peut compter sur les pr\u00e9cieuses donn\u00e9es de la carte Xtra.<\/p>\n\n\n\n

\u00ab La livraison \u00e0 domicile n’est pas toujours la meilleure option pour chaque client. Pour un achat non planifi\u00e9 couvrant la p\u00e9riode du mercredi soir au samedi, il peut \u00eatre plus int\u00e9ressant d’aller chercher les courses dans un casier sur la route apr\u00e8s le travail, par exemple. Mais si je travaille \u00e0 domicile, il est en fait plus pratique de recevoir les courses chez moi. \u00bb<\/p>\n\n\n\n

Chariots autonomes<\/h2>\n\n\n\n

Collect&Go a r\u00e9cemment frapp\u00e9 les m\u00e9dias avec un projet de test accrocheur : un chariot \u00e9lectrique sans conducteur livre des courses \u00e0 Londerzeel. \u00ab C’est une preuve de la technologie actuelle. Nous livrons d\u00e9j\u00e0 les clients, mais il y a toujours une personne qui conduit le v\u00e9hicule \u00e0 distance. Cela ne deviendra int\u00e9ressant que lorsque cette seule personne pourra contr\u00f4ler plusieurs chariots. Nous apprenons beaucoup de choses. Les clients ne trouvent pas cela \u00e9trange. M\u00eame dans le trafic, \u00e7a se passe bien, les gens commencent rapidement \u00e0 trouver \u00e7a normal sur ce trajet. \u00bb<\/p>\n\n\n\n

Tom De Prater ne pense pas que nous verrons la Belgique pleine de voitures autopilot\u00e9es l’ann\u00e9e prochaine ou m\u00eame dans les deux ans : \u00ab Mais que cela viendra \u00e0 un moment donn\u00e9, je le crois, \u00e0 partir de diff\u00e9rents besoins, comme la mobilit\u00e9 ou les probl\u00e8mes des employ\u00e9s. Soyons clairs : nous n’enlevons le travail de personne. Toute personne qui souhaite devenir chauffeur-livreur peut nous rejoindre tout de suite. \u00bb<\/p>\n\n\n\n

Rendez-vous le 23 mars<\/h2>\n\n\n\n

Comment Collect&Go fid\u00e9lise ses clients et d\u00e9veloppe de nouveaux services, Tom De Prater en dira plus lors du congr\u00e8s RetailDetail Omnichannel & E-Commerce, qui se tiendra le 23 mars au Stadsfeestzaal d’Anvers. Erik Cuypers du groupe Maxeda<\/strong> DIY, Wim Mathues de Decathlon<\/strong> Marketplace et Frederik De Vetter de MediaMarkt <\/strong>Belgium monteront \u00e9galement sur sc\u00e8ne. A ne pas manquer pour ceux qui veulent rester au courant des tendances de la vente au d\u00e9tail num\u00e9rique !<\/p>\n\n\n\n

\n
Cliquez ici pour plus d’informations et les billets<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Le service de courses Collect&Go n’est pas un silo isol\u00e9 au sein de Colruyt Group: la division e-commerce mesure la satisfaction du client tout au long de son parcours et se concentre sur la fertilisation crois\u00e9e avec d’autres enseignes et services au sein du groupe. <\/p>\n","protected":false},"author":3,"featured_media":73671,"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":[24],"tags":[],"people":[],"extra":[],"company":[572,141],"topic":[198,778],"region":[],"class_list":["post-73674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-collectgo","company-colruyt-group","topic-e-commerce","topic-retaildetail-omnichannel-congress"],"acf":[],"yoast_head":"\nComment Collect&Go se met \u00ab\u00a0\u00e0 fond la caisse\u00a0\u00bb au 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