{"id":12951,"date":"2014-03-21T09:00:49","date_gmt":"2014-03-21T08:00:49","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=12951"},"modified":"2020-03-12T16:14:53","modified_gmt":"2020-03-12T15:14:53","slug":"les-3-tendances-du-e-commerce-selon-franois-bieber-kwanko","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/03\/21\/les-3-tendances-du-e-commerce-selon-franois-bieber-kwanko\/","title":{"rendered":"les 3 tendances du e-commerce selon Fran\u00e7ois Bieber (Kwanko)"},"content":{"rendered":"

Quelques <\/em>semaines apr\u00e8s mon entretien avec Fran\u00e7ois Bieber sur le drive to store<\/em><\/span><\/a>, je l\u2019ai rencontr\u00e9 \u00e0 nouveau sur le stand qu’il tenait \u00e0 <\/em>e-commerce 1 to 1<\/em><\/span><\/span> hier soir, afin de faire le point sur les trois tendances du e-commerce que le patron de <\/em>Kwanko<\/em><\/span><\/a> estimait \u00eatre les plus importantes.<\/em><\/span><\/p>\n

les 3 tendances du e-commerce<\/h2>\n

\"tendances<\/p>\n

Premi\u00e8re tendance : une demande pour faire de l\u2019affiliation diff\u00e9remment<\/b><\/h3>\n

\u00ab Mon bilan de ce salon, c’est qu’il y a une demande pour faire de l\u2019affiliation diff\u00e9remment \u00bb a d\u00e9clar\u00e9 Fran\u00e7ois Bieber lors de notre entrevue ; ceci est un \u00e9cho \u00e0 la pl\u00e9ni\u00e8re de Google<\/a> du 19 mars en ouverture de la session du deuxi\u00e8me jour d\u2019e-commerce one to one, dans lequel Philippe Plichon d\u00e9clarait l’importance de mesurer l’ensemble des acteurs amenant la vente, et d\u2019\u00e9viter la technique dite \u00ab de l\u2019attribution au dernier clic \u00bb<\/span>. On a donc d\u00e9velopp\u00e9 une offre de tracking multidiffusion (K. Sales), qui permet une mesure de l’ensemble de la cha\u00eene de valeur, du premier au dernier clic, et l’attribution \u00e0 chaque acteur de sa vraie valeur ajout\u00e9e. \u00ab Cette offre a demand\u00e9 plusieurs ann\u00e9es de d\u00e9veloppement \u00bb a pr\u00e9cis\u00e9 Fran\u00e7ois Bieber et elle disponible depuis juillet 2013. Cette nouvelle version de la plate-forme Kwanko est disponible tous les pays. Le probl\u00e8me du dernier clic se pose partout o\u00f9 les e-commer\u00e7ants ont des probl\u00e8mes de d\u00e9veloppement du ROI de leur investissement publicitaire. Cette logique-l\u00e0 est retrouv\u00e9e notamment en France<\/a>, Royaume-Uni<\/a> et en Allemagne.<\/p>\n

Deuxi\u00e8me tendance : le mobile, le mobile, le mobile (et surtout la tablette !)<\/b><\/p>\n

Deuxi\u00e8me tendance principale du e-commerce selon le patron de Kwanko<\/a>, une vraie pr\u00e9occupation des e-commer\u00e7ants sur ce qui se passe sur le mobile et la tablette. La vraie priorit\u00e9 est la tablette d’ailleurs, d\u00e9clare Fran\u00e7ois Bieber. Les taux de conversion y sont tr\u00e8s attractifs (de 10 \u00e0 20 % sup\u00e9rieurs aux sites Web). Pour autant, Fran\u00e7ois Bieber \u00ab ne pense pas que le site Web va dispara\u00eetre \u00bb mais qu’il va rester et qu’il va se d\u00e9velopper en version mobile, \u00e0 c\u00f4t\u00e9 des applications, que les consommateurs lambda utiliseront un nombre limit\u00e9 ; \u00ab ils iront sur le Web mobile de leur navigateur pour le reste \u00bb poursuit Fran\u00e7ois Bieber. L’application restera un \u00e9l\u00e9ment de l’univers mobile, mais le Web mobile va se d\u00e9velopper, pour des raisons de co\u00fbt notamment, mais aussi de manque de r\u00e9activit\u00e9 lors de la soumission aux application stores).<\/p>\n

Troisi\u00e8me tendance : le drive to store<\/b><\/p>\n

Troisi\u00e8me et derni\u00e8re tendance selon Fran\u00e7ois Bieber, le drive to store dont nous avons d\u00e9j\u00e0 largement parl\u00e9 sur Visionary marketing<\/a>. \u00ab Les \u2018Brick & Mortar\u2019, il y a 3 ou 6 ans se posaient encore la question du Web marchand ; aujourd’hui ils se posent la question du digital et du cross canal \u00bb a ajout\u00e9 Fran\u00e7ois Bieber. Une enseigne qui n’a pas de site Internet<\/a> marchand, et cela existe encore, h\u00e9las, cherche quand m\u00eame \u00e0 mettre en place des logiques drive to store pour amener des clients sur ses magasins. Le multi canal\/multi devices est \u00e9galement incontournable. Il va falloir trouver un moyen de communiquer avec son client et lui envoyer la bonne information sur le support le plus pratique \u00e0 consulter.<\/p>\n

Au final, le digital est int\u00e9gr\u00e9 comme un levier de d\u00e9veloppement des magasins physiques. Il y a cinq ans, il y avait encore des peurs li\u00e9es aux digitales, vu comme un \u00e9pouvantail et une menace de disparition du commerce physique. Aujourd’hui, le paysage est tout diff\u00e9rent, il y a une forte app\u00e9tence de tous les clients. Les brick and mortar r\u00e9agissent quand on leur parle de drive to store, on n’est plus dans un vague int\u00e9r\u00eat mais dans la r\u00e9action imm\u00e9diate pour fixer un rendez-vous, ce qui montre que cela correspond \u00e0 un v\u00e9ritable besoin du march\u00e9.<\/p>\n

Les magasins physiques sont dans une situation, du fait de la crise, de p\u00e9nurie de vente, et cherchent \u00e0 trouver les leviers par tous les moyens pour g\u00e9n\u00e9rer des ventes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Quelques semaines apr\u00e8s mon entretien avec Fran\u00e7ois Bieber sur le drive to store, je l\u2019ai rencontr\u00e9 \u00e0 nouveau sur le stand qu’il tenait \u00e0 e-commerce 1 to 1 hier soir, afin de faire le point sur les trois tendances du e-commerce que le patron de Kwanko estimait \u00eatre les plus importantes. les 3 tendances du …<\/p>\n","protected":false},"author":2,"featured_media":51252,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-12951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nles 3 tendances du e-commerce selon Fran\u00e7ois Bieber (Kwanko)<\/title>\n<meta name=\"description\" content=\"Quelles sont les tendances du e-commerce en France selon Fran\u00e7ois Bieber de Kwanko ? 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/12951","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=12951"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/12951\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/51252"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=12951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=12951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=12951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}