{"id":99737,"date":"2024-06-03T15:45:45","date_gmt":"2024-06-03T13:45:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=99737"},"modified":"2024-06-03T15:45:53","modified_gmt":"2024-06-03T13:45:53","slug":"zara-lance-le-live-shopping-en-europe-et-aux-etats-unis","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zara-lance-le-live-shopping-en-europe-et-aux-etats-unis\/","title":{"rendered":"Zara lance le live shopping en Europe et aux \u00c9tats-Unis"},"content":{"rendered":"\n

Zara lancera cette ann\u00e9e le shopping en direct en Europe et aux \u00c9tats-Unis afin de stimuler les ventes en ligne. Le concept est d\u00e9j\u00e0 extr\u00eamement populaire en Chine, mais les consommateurs europ\u00e9ens le connaissent moins bien.<\/p>\n\n\n\n

\u00ab Pourquoi pas ? \u00bb<\/h2>\n\n\n\n

Depuis novembre, Zara diffuse chaque semaine en Chine des \u00e9missions de live shopping d’une dur\u00e9e de cinq heures via Douyin, un site fr\u00e8re de TikTok. Ces \u00e9missions ont consid\u00e9rablement stimul\u00e9 les ventes en ligne du d\u00e9taillant. Aujourd’hui, la marque souhaite d\u00e9ployer le concept ailleurs dans le monde : \u00ab Nous voulons l’introduire dans les pays occidentaux, o\u00f9 le livestream n’est pas si populaire… mais nous nous sommes dit pourquoi pas – du point de vue du divertissement, il s’agit d’une sorte d’\u00e9volution<\/a> \u00bb, a d\u00e9clar\u00e9 un porte-parole \u00e0 l’agence Reuters.<\/p>\n\n\n\n

En Chine, Zara montre des mannequins portant des robes ou essayant des chaussures et des bijoux, ainsi que des images de d\u00e9fil\u00e9s et des images d’ambiance en coulisses. Le style est plus d\u00e9contract\u00e9 que celui de la plupart des autres livestreams, qui misent plut\u00f4t sur la \u00ab vente forc\u00e9e \u00bb. Les \u00e9missions attirent quelque 800 000 spectateurs uniques et aident Zara \u00e0 accro\u00eetre la notori\u00e9t\u00e9 de sa marque.<\/p>\n\n\n\n

En Europe, Zara ne pr\u00e9voit pas de diffuser ces \u00e9missions via des canaux de m\u00e9dias sociaux externes, mais elle le fera dans sa propre application et sur son site web. L’exp\u00e9rience devrait d\u00e9buter entre ao\u00fbt et octobre.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zara lancera cette ann\u00e9e le shopping en direct en Europe et aux \u00c9tats-Unis afin de stimuler les ventes en ligne. Le concept est d\u00e9j\u00e0 extr\u00eamement populaire en Chine, mais les consommateurs europ\u00e9ens le connaissent moins bien.<\/p>\n","protected":false},"author":3,"featured_media":21608,"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":[406],"topic":[631,198],"region":[],"class_list":["post-99737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-zara","topic-digitalisation","topic-e-commerce"],"acf":[],"yoast_head":"\nZara lance le live shopping en Europe et aux \u00c9tats-Unis - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zara lancera cette ann\u00e9e le shopping en direct en Europe et aux \u00c9tats-Unis afin de stimuler les ventes en ligne.\" \/>\n<meta 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