{"id":82015,"date":"2023-08-03T09:40:29","date_gmt":"2023-08-03T07:40:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=82015"},"modified":"2023-08-03T09:40:33","modified_gmt":"2023-08-03T07:40:33","slug":"zalando-vend-moins-mais-gagne-plus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-vend-moins-mais-gagne-plus\/","title":{"rendered":"Zalando vend moins mais gagne plus"},"content":{"rendered":"\n

Zalando<\/strong> a vendu moins de v\u00eatements au cours du dernier trimestre, mais a gard\u00e9 plus de b\u00e9n\u00e9fices. La technologie, le marketing cibl\u00e9 et les partenariats avec de grandes marques de mode devraient assurer la poursuite de la croissance.<\/p>\n\n\n\n

Un montant moyen plus \u00e9lev\u00e9<\/h2>\n\n\n\n

Malgr\u00e9 la baisse des ventes, les b\u00e9n\u00e9fices de Zalando sont en forte hausse. Le volume des transactions (volume brut des marchandises) a baiss\u00e9 de 1,8 % pour atteindre 3,7 milliards d’euros dans ce que le d\u00e9taillant de mode appelle un \u00ab environnement difficile \u00bb. Le nombre de commandes est pass\u00e9 de 67,8 millions \u00e0 63,2 millions. Les ventes des partenaires de la plateforme ont toutefois augment\u00e9 de 7 % et le club d’achat en ligne Lounge by Zalando, qui propose des r\u00e9ductions temporaires, a \u00e9galement connu une forte croissance.<\/p>\n\n\n\n

Le b\u00e9n\u00e9fice d’exploitation (EBIT) a n\u00e9anmoins augment\u00e9 de 87 % pour atteindre 144,8 millions d’euros, ce que la plateforme de mode attribue \u00e0 un montant moyen par commande plus \u00e9lev\u00e9, ce qui a permis de r\u00e9duire les co\u00fbts logistiques. Un marketing plus cibl\u00e9 a \u00e9galement contribu\u00e9 \u00e0 la rentabilit\u00e9, tout comme le fait que davantage de partenaires commerciaux utilisent les services logistiques de Zalando Fulfillment Solutions, qui a enregistr\u00e9 une croissance de 3 %.<\/p>\n\n\n\n

L’intelligence artificielle<\/h2>\n\n\n\n

Selon Robert Gentz, codirecteur g\u00e9n\u00e9ral de Zalando, le storytelling et la technologie devraient continuer \u00e0 stimuler la croissance de l’entreprise. Sur le plan du marketing, l’acteur du commerce \u00e9lectronique attend beaucoup des partenariats avec de nouvelles marques (de luxe) telles que Lululemon, Lanc\u00f4me, Mugler et Shiseido. Le sport est \u00e9galement un segment en croissance, avec notamment HOKA, une marque d’\u00e9quipement innovante et de haute qualit\u00e9.<\/p>\n\n\n\n

Les solutions technologiques contribuent \u00e0 l’exp\u00e9rience d’achat et \u00e0 l’efficacit\u00e9 des op\u00e9rations. L’outil r\u00e9cemment lanc\u00e9, qui donne aux clients des conseils personnalis\u00e9s sur les tailles<\/a> gr\u00e2ce \u00e0 l’intelligence artificielle, am\u00e9liore non seulement l’exp\u00e9rience d’achat des clients – trouver la bonne taille est l’un des plus grands d\u00e9fis des ventes de mode en ligne – mais permettra \u00e9galement \u00e0 Zalando de traiter moins de retours.<\/p>\n\n\n\n

Pour l’ensemble de l’exercice, Zalando s’attend d\u00e9sormais \u00e0 une croissance du volume d’affaires comprise entre 1 et 7 % et \u00e0 un r\u00e9sultat d’exploitation compris entre 300 et 350 millions d’euros.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zalando a vendu moins de v\u00eatements au cours du dernier trimestre, mais a gard\u00e9 plus de b\u00e9n\u00e9fices. La technologie, le marketing cibl\u00e9 et les partenariats avec de grandes marques de mode devraient assurer la poursuite de la croissance. <\/p>\n","protected":false},"author":3,"featured_media":31616,"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":[287],"topic":[198,266],"region":[],"class_list":["post-82015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-zalando","topic-e-commerce","topic-resultats-financiers"],"acf":[],"yoast_head":"\nZalando vend moins mais gagne plus - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zalando a vendu moins de v\u00eatements au cours du dernier trimestre, mais a gard\u00e9 plus de b\u00e9n\u00e9fices.\" \/>\n<meta name=\"robots\" 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