{"id":13962,"date":"2014-06-10T09:00:50","date_gmt":"2014-06-10T07:00:50","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=13962"},"modified":"2022-05-19T20:09:44","modified_gmt":"2022-05-19T18:09:44","slug":"mobile-to-store","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/06\/10\/mobile-to-store\/","title":{"rendered":"Mobile-to-store : pas si simple d’attirer le client en magasin…"},"content":{"rendered":"

Le mobile para\u00eet une \u00e9vidence mais le mobile-to-store a encore des\u00a0progr\u00e8s\u00e8s \u00e0 faire. Avec un taux de p\u00e9n\u00e9tration de 110% sur le march\u00e9 fran\u00e7ais, le mobile constitue une source d\u2019interactivit\u00e9 suppl\u00e9mentaire importante entre le consommateur et le commer\u00e7ant. Cette interaction permet au commer\u00e7ant d\u2019agir sur une probl\u00e9matique connue (mais pas encore unanimement reconnue) : le\u00a0mobile-to-store. Si le drive to store \u00e9tait per\u00e7u\u00a0autrefois, et encore un peu de nos jours, comme un moyen d’ \u00ab\u00a0harponner\u00a0\u00bb\u00a0le client sur le trottoir (ce qu’on appelle le geo-fencing), il \u00e9volue et mute au gr\u00e9 de l\u2019avanc\u00e9e des technologies. Avec le Smartphone, la zone de chalandise se d\u00e9mat\u00e9rialise et le mobile-to-store a la t\u00e2che de faire le lien entre le virtuel et le r\u00e9el. On passe d\u2019un sujet vaste et flou \u00e0 un probl\u00e8me plus recentr\u00e9 mais encore difficile \u00e0 d\u00e9finir pr\u00e9cis\u00e9ment, et encore plus \u00e0\u00a0concr\u00e9tiser.\u00a0<\/i><\/p>\n

Mobile to store : pas si simple d’attirer le client en magasin…<\/h2>\n
\"mobile-to-store\"
Mobile-to-store : pas si simple d’attirer le client en magasin…<\/figcaption><\/figure>\n

Voici le premier billet de compte-rendu de la conf\u00e9rence mobile 2014 organis\u00e9e par CCM Benchmark group le 5 juin 2014<\/a>. Cette premi\u00e8re session s\u2019intitulait \u00a0MOBILE-TO-STORE : LES NOUVELLES OPPORTUNIT\u00c9S DU MARKETING DIRECT MOBILE et \u00e9tait anim\u00e9e par\u00a0Renaud M\u00e9n\u00e9rat, Mobile Marketing Association France<\/a>. Les participants en \u00e9taient\u00a0:
\n
<\/span><\/em>– David Horain,\u00a0Etam
\n– Fr\u00e9d\u00e9ric Leclef,\u00a0Fivory
\n– Bruno Massiet du Biest,\u00a0Plyce
\n– Julien Ampollini,\u00a0Solocal Group
\n– Julien Zakoian,\u00a0Vente-privee.com
<\/span><\/em><\/p>\n

Le mobile-to-store, un sujet encore flou \u2026<\/h3>\n

Le sujet du mobile-to-store est vaste et les dispositifs tr\u00e8s vari\u00e9s, mais le but reste toutefois pr\u00e9cis et immuable. On peut le r\u00e9sumer par la formule suivante, sous forme de promesse : \u00ab\u00a0Vous n\u2019allez plus passer du mobile au magasin pour rien\u00a0\u00bb<\/strong>. Le client doit trouver en magasin le produit qu\u2019il a choisi sur Internet<\/a> via son Smartphone. Le mobile to store n\u2019est donc pas seulement un concept, une id\u00e9e que l\u2019on met \u00e0 ex\u00e9cution en cr\u00e9ant une simple application. Il s\u2019agit d\u2019une d\u00e9marche bien plus compl\u00e8te, qui n\u00e9cessite l\u2019\u00e9laboration d\u2019une \u00ab\u00a0supply chain\u00a0\u00bb adapt\u00e9e et r\u00e9active et la formation des vendeurs pour accueillir les clients provenant du mobile.<\/p>\n

\"mobile-to-store\"<\/p>\n

Shopkick : une des applications de mobile to store les plus connues aux USA ; l\u2019application permet de gagner des points (nomm\u00e9s \u00ab\u00a0kickbucks\u201d) et de les \u00e9changer contre des remises en magasin<\/span><\/em><\/p>\n

<\/p>\n

le mobile-to-store, plus \u201cstore\u201d que \u201cmobile\u00a0\u00bb<\/h3>\n

Sur ce dernier point, il est important de noter que la d\u00e9marche ne se fait pas essentiellement en amont, au moyen des diverses technologies du mobile (SMS, applications, etc.), mais aussi, voire surtout en magasin<\/strong>. La principale erreur serait de s\u2019occuper des clients diff\u00e9remment\u00a0: privil\u00e9gier les clients magasin, et d\u00e9laisser le client venant chercher en magasin le colis qu\u2019il a command\u00e9. Un constat h\u00e9las souvent r\u00e9el aujourd\u2019hui, qui traduit une persistance des conflits de canaux au sein des distributeurs.<\/p>\n

L\u2019int\u00e9r\u00eat du magasin physique par rapport \u00e0 sa forme d\u00e9mat\u00e9rialis\u00e9e est qu\u2019il poss\u00e8de un visage humain qui va rassurer le client\u00a0: rien ne remplace l\u2019humain, et les magasins physiques doivent pleinement remplir l\u2019aspect social de l\u2019acte de vente. Aussi, pr\u00e8s de 17% des personnes venant retirer un colis ach\u00e8tent un autre article en magasin<\/strong>. Il est donc n\u00e9cessaire d\u2019avoir un personnel d\u2019accueil form\u00e9 pour prendre en charge les clients provenant du web.<\/p>\n

M\u00eame si le tracking sur internet est devenu banal, avec l\u2019utilisation des cookies sur les navigateurs web et plus r\u00e9cemment du fingerprinting (que nous traiterons bient\u00f4t sur ce blog), on ne peut pas tracker les personnes dans la rue pour conna\u00eetre leurs achat et leurs envies comme on peut le faire sur le net (fort heureusement\u00a0!).<\/p>\n

le mobile r\u00e9v\u00e9lateur du comportement d’achat<\/h3>\n

Le terminal du client va pouvoir cependant fournir au vendeur des informations pr\u00e9cises sur ses comportements d\u2019achats, ses go\u00fbts, ses habitudes etc. Des outils technologiques existent pour faciliter la reconnaissance des clients internet, \u00e0 l\u2019instar d\u2019uBeacon\u00a0<\/a>: ce bo\u00eetier Bluetooth interagit avec le mobile du client et permet d\u2019\u00e9tablir un profil \u00e0 partir des informations contenues dans la m\u00e9moire du Smartphone\u00a0: cookies, historique des navigateurs web, contacts etc., et donne au vendeur des informations avec lesquelles il va pouvoir accueillir et servir le client. L’int\u00e9r\u00eat du Smartphone est qu’il est en permanence port\u00e9 par le client : c’est en quelque sorte sa carte de visite que le commer\u00e7ant va pouvoir consulter, et avec laquelle il va pouvoir aussi interagir.<\/p>\n

le mobile to store ne se r\u00e9duit pas \u00e0 la technologie<\/h3>\n

Toutefois, une deuxi\u00e8me erreur \u00e0 ne surtout pas faire serait de partir d\u2019une technologie pour cr\u00e9er une m\u00e9thodologie de mobile to store. L\u2019utilisation d\u2019une nouvelle technologie pour satisfaire un besoin qui n\u2019est pas pr\u00e9cis\u00e9ment d\u00e9fini a de fortes chances d\u2019\u00eatre un mauvais investissement. On n\u2019utilise pas (ou du moins pas toujours) la technologie pour le plaisir. Les technologies sont vari\u00e9es mais il ne faut pas se disperser\u00a0: rien ne doit faire faire oublier le bon sens, et il est n\u00e9cessaire de ne pas s\u2019\u00e9loigner de l’objectif de base du commer\u00e7ant qui cherche \u00e0 attirer la client\u00e8le.<\/p>\n

Un rendez-vous avec le client<\/h4>\n

Le mobile-to-store est une forme de rendez-vous entre le client et le commer\u00e7ant. Ce rendez-vous est suscit\u00e9 par une histoire pr\u00e9par\u00e9e avec soin, qui va stimuler le client\u00a0: les \u00e9l\u00e9ments de raret\u00e9, d\u2019\u00e9ph\u00e9m\u00e8re, et de privil\u00e8ge sont au c\u0153ur de l\u2019histoire. On peut citer en exemple les soldes, la sortie d\u2019un nouveau produit, un test pour des clients privil\u00e9gi\u00e9s, etc. Au-del\u00e0 de cette approche \u00e9v\u00e8nementielle, il existe des moyens de mobile to store plus basiques mais tr\u00e8s couramment utilis\u00e9s, tels les mails et SMS.On est dans ce cas l\u00e0 sur du volume.<\/p>\n

Si le mail est souvent peu adapt\u00e9 au support mobile, car trop grand, peu lisible sur petit \u00e9cran et peu intuitif, le SMS est quant \u00e0 lui un des supports les plus efficaces\u00a0: c\u2019est le canal qui a le meilleur taux de lecture. De plus, bien que le prix soit \u00e9lev\u00e9, son efficacit\u00e9 au niveau du mobile-to-store est av\u00e9r\u00e9e, entre 1 et 5 personnes sur 100 ayant re\u00e7u un SMS se d\u00e9place au magasin<\/strong>.<\/p>\n

mobile to store : en faire co\u00fbte de l\u2019argent, ne pas en faire fait perdre des clients<\/strong><\/p>\n

En conclusion, il existe peu de donn\u00e9es chiffr\u00e9es pour expliciter cet enjeu\u00a0: il est difficile de calculer pr\u00e9cis\u00e9ment les co\u00fbts de d\u00e9ploiement, de la formation, du suivi et la multitude de co\u00fbts cach\u00e9s entrant dans les dispositifs de mobile to store. Toutefois, les commer\u00e7ants sont conscient de l\u2019enjeu et se r\u00e9p\u00e8tent que \u00ab\u00a0si je fais du drive to store, \u00e7a me co\u00fbte de l\u2019argent, si je n\u2019en fais pas, je perd des clients\u00a0\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le mobile para\u00eet une \u00e9vidence mais le mobile-to-store a encore des\u00a0progr\u00e8s\u00e8s \u00e0 faire. Avec un taux de p\u00e9n\u00e9tration de 110% sur le march\u00e9 fran\u00e7ais, le mobile constitue une source d\u2019interactivit\u00e9 suppl\u00e9mentaire importante entre le consommateur et le commer\u00e7ant. Cette interaction permet au commer\u00e7ant d\u2019agir sur une probl\u00e9matique connue (mais pas encore unanimement reconnue) : le\u00a0mobile-to-store. …<\/p>\n","protected":false},"author":29,"featured_media":69079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-13962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nmobile-to-store : pas si simple d'attirer le client en magasin<\/title>\n<meta name=\"description\" content=\"Cette interaction permet au commer\u00e7ant d\u2019agir sur une probl\u00e9matique connue (mais pas encore unanimement reconnue) : le mobile-to-store.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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