{"id":87854,"date":"2023-11-20T10:04:12","date_gmt":"2023-11-20T09:04:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=87854"},"modified":"2023-11-20T10:04:15","modified_gmt":"2023-11-20T09:04:15","slug":"comment-horta-lance-sa-carte-de-fidelite","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/comment-horta-lance-sa-carte-de-fidelite\/","title":{"rendered":"Comment Horta lance sa carte de fid\u00e9lit\u00e9"},"content":{"rendered":"\n

Il y a trois semaines, Horta<\/strong> a lanc\u00e9 sa carte de fid\u00e9lit\u00e9 AHA ! La cha\u00eene de magasins de jardinage et d’animaux peut d\u00e9sormais envoyer des offres personnalis\u00e9es et des suggestions bas\u00e9es sur le comportement d’achat. \u00ab Il s’agit de bien plus que d’accorder des rabais \u00bb.<\/p>\n\n\n\n

Pr\u00e9dire le comportement d’achat<\/h2>\n\n\n\n

Les d\u00e9taillants sont nombreux \u00e0 vouloir une carte de fid\u00e9lit\u00e9 : apr\u00e8s tout, elle fournit des tonnes d’informations int\u00e9ressantes, mais il faut ensuite les exploiter, explique Olivier Van Duyse de US, l’agence num\u00e9rique qui guide souvent les d\u00e9taillants dans ce type de processus. \u00ab Comment traduire les donn\u00e9es en informations et en actions marketing ? Comment les transformer en une histoire omnicanale ? Horta dispose d\u00e9sormais d’une tr\u00e8s bonne image, jusqu’au niveau de la caisse enregistreuse, de ce que les clients ach\u00e8tent, de ce qu’ils regardent sur le site web, de ce sur quoi ils cliquent dans les courriels… Il s’agit donc vraiment d’une \u2018vue unique du client\u2019. Cela permet d’aller tr\u00e8s loin. \u00bb<\/p>\n\n\n\n

Horta fait une distinction entre les acheteurs de jardin et les acheteurs d’animaux de compagnie, deux profils assez diff\u00e9rents. Un acheteur de jardin vient surtout au printemps. Un acheteur d’animaux a besoin de nourriture pour son animal (domestique) tous les mois. Sur la base du comportement d’achat, Horta peut mettre en place des flux automatiques. \u00ab Tr\u00e8s bient\u00f4t, nous voulons pr\u00e9dire le comportement d’achat : ceux qui ont achet\u00e9 un sac de nourriture pour chien recevront alors un e-mail de rappel avant la fin du mois, \u00e9ventuellement une offre parce qu’ils n’en ont presque plus. \u00bb<\/p>\n\n\n\n

Inspiration et conseils<\/h2>\n\n\n\n

Autre exemple : \u00ab \u00c0 l’approche de l’hiver, des jours plus sombres, nous avons int\u00e9gr\u00e9 dans notre flux de courrier \u00e9lectronique automatis\u00e9 un courriel qui, en fonction de l’achat de certains produits pour chiens, sensibilisera davantage les acheteurs \u00e0 la question de la visibilit\u00e9. Avez-vous pens\u00e9 \u00e0 faire ressortir votre chien dans la circulation, avec un collier ou un gilet fluorescent ? C’est l\u00e0 que nous voulons aider nos clients en leur apportant nos connaissances et nos conseils, ce qui est l’une des valeurs de Horta. \u00bb<\/p>\n\n\n\n

Ce cas illustre parfaitement la valeur ajout\u00e9e des donn\u00e9es que les d\u00e9taillants ind\u00e9pendants partagent avec la bourse Horta. \u00ab Une carte de fid\u00e9lit\u00e9 ne se limite pas \u00e0 des r\u00e9ductions. Bien s\u00fbr, celles-ci sont importantes, mais le contenu, l’inspiration, les connaissances et les conseils, li\u00e9s \u00e0 la personnalisation, sont des \u00e9l\u00e9ments qui fonctionnent. Ces derni\u00e8res semaines, nous avons d\u00e9j\u00e0 constat\u00e9 que les acheteurs titulaires d’une carte de fid\u00e9lit\u00e9 venaient plus souvent et d\u00e9pensaient plus. \u00bb<\/p>\n\n\n\n

La num\u00e9risation en pr\u00e9paration<\/h2>\n\n\n\n

La carte de fid\u00e9lit\u00e9 AHA ! est actuellement une carte physique. Une num\u00e9risation plus pouss\u00e9e est pr\u00e9vue pour l’ann\u00e9e prochaine, lorsque Horta se lancera \u00e9galement dans le commerce \u00e9lectronique. \u00ab Le site web est pr\u00eat pour le commerce \u00e9lectronique, mais il n’y a pas encore de bouton de commande. Ce sera pour 2024. \u00bb<\/p>\n\n\n\n

Olivier van Duyse et Tine Dohogne, strat\u00e8ge num\u00e9rique chez Horta, expliqueront comment Horta a g\u00e9r\u00e9 l’introduction de la carte de fid\u00e9lit\u00e9 et quelles sont les prochaines \u00e9tapes \u00e0 venir lors de la RetailDetail Night du 23 novembre, dans le cadre du programme d’accompagnement \u00ab Trends in E-commerce & Omnichannel <\/em>\u00bb, o\u00f9 Hybrid, X2O et CM.com interviendront \u00e9galement.<\/p>\n\n\n\n

Marit Van Egmond (CEO Albert Heijn), Erwin Van Osta (CEO Hubo), Adgild Hop (Retail Lead Europe Deloitte), Gino Van Ossel (Vlerick Business School) et Eric Van den Broele (GraydonCreditSafe) prendront \u00e9galement la parole au cours de la soir\u00e9e. Commandez rapidement vos billets en cliquant sur le bouton ci-dessous.<\/p>\n\n\n\n

\n
Je commande mon billet de derni\u00e8re minute pour la RetailDetail Night du 23 novembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Il y a trois semaines, Horta a lanc\u00e9 sa carte de fid\u00e9lit\u00e9 AHA ! La cha\u00eene de magasins de jardinage et d’animaux peut d\u00e9sormais envoyer des offres personnalis\u00e9es et des suggestions bas\u00e9es sur le comportement d’achat. \u00ab Il s’agit de bien plus que d’accorder des rabais \u00bb. <\/p>\n","protected":false},"author":3,"featured_media":87852,"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":[],"extra":[],"company":[1289],"topic":[488,894],"region":[],"class_list":["post-87854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","company-horta","topic-marketing","topic-retaildetail-night"],"acf":[],"yoast_head":"\nComment Horta lance sa carte de fid\u00e9lit\u00e9 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il y a trois semaines, Horta a lanc\u00e9 sa carte de fid\u00e9lit\u00e9 AHA ! 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