{"id":74833,"date":"2023-03-24T14:31:52","date_gmt":"2023-03-24T13:31:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=74833"},"modified":"2023-04-21T11:25:13","modified_gmt":"2023-04-21T09:25:13","slug":"opinion-la-fin-de-lomnicanal","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/opinion-la-fin-de-lomnicanal\/","title":{"rendered":"[Opinion] La fin de l\u2019omnicanal"},"content":{"rendered":"\n<p>L\u2019omnicanal tel que nous le connaissons aujourd\u2019hui est mort. C\u2019est par cette phrase, non d\u00e9nu\u00e9e d\u2019une touche d\u2019ironie, que Gino Van Ossel a conclu le <strong>RetailDetail Omnichannel Congress<\/strong>. Mais il s\u2019agit surtout d\u2019une bonne nouvelle&nbsp;: une nouvelle \u00e8re passionnante est en train de s\u2019ouvrir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diff\u00e9rences<\/h2>\n\n\n\n<p>Saviez-vous que 70&nbsp;% des ordinateurs portables utilis\u00e9s aux Pays-Bas avaient \u00e9t\u00e9 achet\u00e9s en ligne\u2009? La Belgique n\u2019\u00e9chappera pas au ph\u00e9nom\u00e8ne, affirme le Country Director <strong>MediaMarkt<\/strong> Frederik De Vetter. La majorit\u00e9 des articles de bricolage seront bient\u00f4t achet\u00e9s sur des market places. Sans oublier les courses en ligne, comme en t\u00e9moigne <strong>Collect &amp; Go<\/strong>.<\/p>\n\n\n\n<p>C\u2019est pr\u00e9cis\u00e9ment la raison pour laquelle <strong>Maxeda <\/strong>et <strong>Decathlon<\/strong> ont d\u00e9cid\u00e9 d\u2019ouvrir leurs propres market places. Il s\u2019agira cependant de plates-formes ferm\u00e9es visant \u00e0 offrir un one-stop-shop soign\u00e9 avec des partenaires tri\u00e9s sur le volet. Nous aurons ainsi bient\u00f4t droit \u00e0 une plate-forme de bricolage proposant un million de r\u00e9f\u00e9rences et une v\u00e9ritable communaut\u00e9 pour tous les sportifs, dont l\u2019assortiment s\u2019\u00e9tendra de skis d\u2019occasion \u00e0 des voyages.<\/p>\n\n\n\n<p>Mais est-ce encore du retail, vous demandez-vous sans doute\u2009? Et comment le magasin physique peut-il rivaliser avec de tels mastodontes\u2009? En fait, il ne peut pas. Mais rien ne l\u2019y oblige. Dans le secteur, nous aimons dire que les diff\u00e9rences entre ventes physiques et ventes en ligne disparaissent. Que les fronti\u00e8res vont continuer \u00e0 s\u2019estomper jusqu\u2019\u00e0 ce qu\u2019il ne soit plus possible de les distinguer. C\u2019est l\u2019omnicanal. Eh bien cet omnicanal est mort. Erik Cuypers (Maxeda) n\u2019a pas voulu prononcer le mot \u00ab&nbsp;bullshit&nbsp;\u00bb, mais les faits sont t\u00eatus&nbsp;: les diff\u00e9rences entre le magasin physique et le magasin en ligne n\u2019ont jamais \u00e9t\u00e9 aussi nettes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab&nbsp;Traitez-moi comme une reine&nbsp;\u00bb<\/h2>\n\n\n\n<p>On ne se rend vraiment compte qu\u2019aujourd\u2019hui (merci le Covid) de la compl\u00e9mentarit\u00e9 entre les deux. Dans les magasins physiques, rien ne vaut l\u2019employ\u00e9. M\u00eame pour les jeunes actuels, le contact humain reste le bien le plus pr\u00e9cieux&nbsp;: pas de chatbots, et la possibilit\u00e9 d\u2019appeler en cas de probl\u00e8me. Le client d\u2019aujourd\u2019hui est un omniconsommateur, mais cela signifie aussi qu\u2019il a des attentes claires.<\/p>\n\n\n\n<p>\u00ab&nbsp;Traitez-moi comme une reine&nbsp;\u00bb, s\u2019exclame le consommateur de la nouvelle g\u00e9n\u00e9ration qui aime le service et la libert\u00e9. Et pas par des am\u00e9nagements tape-\u00e0-l\u2019\u0153il, mais avant tout en jouant sur les fondamentaux. Le <em>customer experience <\/em>ultime consiste \u00e0 aider le client et \u00e0 lui fournir le bon produit au bon moment, pour citer Frederik De Vetter. Mais la r\u00e9alit\u00e9 est bien plus complexe qu\u2019il ne para\u00eet. On pourrait y consacrer des journ\u00e9es enti\u00e8res sans \u00e9puiser le sujet. Nous poursuivrons donc cette analyse le 20 avril au RetailDetail Congress.<\/p>\n\n\n\n<p>D\u2019<strong>AVA<\/strong> \u00e0 <strong>Colruyt<\/strong>, chacun s\u2019adapte \u00e0 sa mani\u00e8re \u00e0 cette lib\u00e9ration des canaux. Chacun trace une route, une route qui est toujours en (re)construction \u00e0 l\u2019heure o\u00f9 nous parlons. L\u2019omnifutur nous r\u00e9serve bien des surprises. Le d\u00e9but d\u2019une nouvelle \u00e8re\u2009? Assur\u00e9ment, comme en t\u00e9moigneront les femmes fortes (et les hommes forts) qui prendront la parole au RetailDetail Congress du 20 avril prochain \u2013 qu\u2019il s\u2019agisse de <em>game changers<\/em> comme <strong>Okret <\/strong>et <strong>Go Fluo<\/strong> ou de marques historiques comme <strong>CASA <\/strong>et <strong>HEMA<\/strong>.<\/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\/nl\/retail-events\/retaildetail-congress\/\">Pour des infos et tickets pour le RetailDetail Congress du 20\/04, cliquez ici.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019omnicanal tel que nous le connaissons aujourd\u2019hui est mort. C\u2019est par cette phrase, non d\u00e9nu\u00e9e d\u2019une touche d\u2019ironie, que Gino Van Ossel a conclu le RetailDetail Omnichannel Congress. Mais il s\u2019agit surtout d\u2019une bonne nouvelle&nbsp;: une nouvelle \u00e8re passionnante est en train de s\u2019ouvrir. Diff\u00e9rences Saviez-vous que 70&nbsp;% des ordinateurs portables utilis\u00e9s aux Pays-Bas avaient [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":74783,"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":[43],"company":[655,572,141,361,534,907],"topic":[777,778],"region":[85],"class_list":["post-74833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-ava","company-collectgo","company-colruyt-group","company-decathlon","company-maxeda","company-mediamarkt","topic-retaildetail-events","topic-retaildetail-omnichannel-congress","region-antwerpen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Opinion] La fin de l\u2019omnicanal - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L\u2019omnicanal tel que nous le connaissons aujourd\u2019hui est mort. 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