{"id":14058,"date":"2014-06-12T09:00:59","date_gmt":"2014-06-12T07:00:59","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=14058"},"modified":"2023-12-11T08:23:15","modified_gmt":"2023-12-11T07:23:15","slug":"mobile-to-store-2","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/06\/12\/mobile-to-store-2\/","title":{"rendered":"mobile to store, l&rsquo;innovation majeure du commerce d&rsquo;aujourd&rsquo;hui #dm1to1"},"content":{"rendered":"<p><em><span style=\"color: #005493;\">Avec la banalisation des <a class=\"zem_slink\" title=\"Smart phone\" href=\"https:\/\/web.archive.org\/web\/20180907144717\/http:\/\/www.wikinvest.com:80\/concept\/Smart_phone\" target=\"_blank\" rel=\"wikinvest noopener noreferrer\">smartphones<\/a>, le mobile to store devient une th\u00e9matique incontournable pour les commer<\/span><\/em><em><span style=\"color: #005493;\">\u00e7ants, et les annonceurs, souhaitant accro\u00eetre leur efficacit\u00e9 commerciale. Revenons sur ce ph\u00e9nom\u00e8ne avec <span class=\"removed_link\" title=\"http:\/\/fr.linkedin.com\/in\/mobileadvertising\">Renaud M\u00e9n\u00e9rat<\/span>, Pr\u00e9sident du chapitre fran\u00e7ais de la <a class=\"zem_slink\" title=\"Mobile Marketing Association\" href=\"http:\/\/mmaglobal.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Mobile Marketing Association<\/a> interview\u00e9 dans le cadre du tout nouvel \u00e9v\u00e9nement de Comexposium \u00ab\u00a0<a class=\"zem_slink\" title=\"Digital marketing\" href=\"https:\/\/en.wikipedia.org\/wiki\/Digital_marketing\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Digital Marketing<\/a> One to One\u00a0\u00bb dont la premi\u00e8re a eu lieu les 10-11 juin \u00e0 <a class=\"zem_slink\" title=\"Biarritz\" href=\"http:\/\/www.biarritz.fr\/\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Biarritz<\/a>.<\/span><\/em><\/p>\n<h1><strong>O\u00f9 en est le mobile to store aujourd\u2019hui\u00a0?<\/strong><\/h1>\n<p>\u00ab\u00a0On esp\u00e8re poser le mobile au centre de la strat\u00e9gie digitale des marques, c\u2019est l\u2019esprit du \u00ab\u00a0mobile first\u00a0\u00bb: c\u2019est-\u00e0-dire que l\u2019ensemble des annonceurs r\u00e9alisent que leur audience digitale et web s\u2019est d\u00e9plac\u00e9e du desktop vers les smartphones, les tablettes et bient\u00f4t les objets connect\u00e9s. A la fois d\u2019un c\u00f4t\u00e9 du m-commerce (<a title=\"Mobile commerce\" href=\"https:\/\/en.wikipedia.org\/wiki\/Mobile_commerce\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">mobile commerce<\/a>) et du <a title=\"Customer relationship management\" href=\"https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">CRM<\/a> (service client) \u00e0 distance, mais \u00e9galement d\u2019attirer les clients dans les points de ventes, et de g\u00e9n\u00e9rer de l\u2019interaction au sein de ces points de ventes\u00a0\u00bb.<\/p>\n<h2><strong>Le mobile to store, on en parle beaucoup mais on le voit encore peu\u2026<\/strong><\/h2>\n<p>\u00ab\u00a0Jusqu\u2019\u00e0 pr\u00e9sent, le principal probl\u00e8me \u00e9tait l\u2019\u00e9quipement des points de ventes en technologies permettant d\u2019attirer les consommateurs, et des consommateurs eux-m\u00eames qui n\u2019avaient pas de terminaux capables d\u2019interagir ni de recevoir des \u00a0notifications en push par exemple. Aujourd\u2019hui ce probl\u00e8me est r\u00e9gl\u00e9. Nos op\u00e9rations de drive to store, qu\u2019elles se fassent par <a class=\"zem_slink\" title=\"Short Message Service\" href=\"https:\/\/en.wikipedia.org\/wiki\/Short_Message_Service\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">SMS<\/a>, par push notification, ou encore par iBeacon commencent \u00e0 avoir le volume de consommateurs n\u00e9cessaire pour que l\u2019impact en termes de visites et en termes de ventes se ressente\u00a0\u00bb.<\/p>\n<p><center><\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/5q7w1rjjBP4\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p><\/center>&nbsp;<\/p>\n<p><strong style=\"font-size: 1.5em;\">La technologie m\u00fbrit\u00a0: avez-vous un exemple concret de mobile to store \u00e0 nous livrer\u00a0?<\/strong><\/p>\n<p>\u00ab\u00a0Aux USA, Starbucks est embl\u00e9matique du mobile to store\u00a0: Starbucks a pos\u00e9 son application au c\u0153ur de sa relation client, \u00e0 la fois avec une strat\u00e9gie de drive to store, orient\u00e9e promo\/offre, et derri\u00e8re un paiement in store qui s\u2019effectue avec le smartphone du client. On n&rsquo;est plus dans le paiement sans contact en caisse mais dans le paiement sans contact sur le terminal du consommateur\u00a0\u00bb.<\/p>\n<p><!--more--><\/p>\n<h2><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/06\/starbucks-mobile.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-14081\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/06\/starbucks-mobile.jpg\" alt=\"mobile to store - Starbucks\" width=\"668\" height=\"480\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/06\/starbucks-mobile.jpg 668w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/06\/starbucks-mobile-418x300.jpg 418w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/06\/starbucks-mobile-300x215.jpg 300w\" sizes=\"(max-width: 668px) 100vw, 668px\" \/><\/a><\/h2>\n<p style=\"text-align: center;\"><span class=\"removed_link\" title=\"http:\/\/altaviawatch.com\/tag\/starbucks\/\"><em>Photo\u00a0Altaviawatch :\u00a0http:\/\/altaviawatch.com\/tag\/starbucks\/\u00a0<\/em><\/span><\/p>\n<h2><strong>Et en <a class=\"zem_slink\" title=\"France\" href=\"http:\/\/maps.google.com\/maps?ll=48.8566666667,2.35083333333&amp;spn=10.0,10.0&amp;q=48.8566666667,2.35083333333 (France)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">France\u00a0?<\/a><\/strong><\/h2>\n<p>\u00ab\u00a0<a class=\"zem_slink\" title=\"McDonald&#039;s Locations\" href=\"https:\/\/web.archive.org\/web\/20230604051920\/https:\/\/www.menuism.com\/restaurant-locations\/mcdonalds-21019\" target=\"_blank\" rel=\"menuism noopener noreferrer\">Mc Donald\u2019s<\/a> avec <a href=\"http:\/\/www.journaldugeek.com\/2012\/08\/28\/gomcdo-application-mcdonalds-disponible-android\/\">son appli go mcdo de vente en ligne<\/a>, aujourd\u2019hui c\u2019est une autre forme de drive to store, c\u2019est en quelque sorte du clic and collect\u00a0: je commande \u00e0 distance et je vais chercher en point de vente. Il ne faut pas oublier que 17% des clients venant chercher un produit en point de vente en ach\u00e8tent un autre. Donc il y a une vraie strat\u00e9gie derri\u00e8re cela qui n\u2019est pas simplement du push notification \u00e0 distance. Il faut trouver un pr\u00e9texte pour faire venir le client au point de vente et \u00e0 partir de l\u00e0 lui proposer autre chose. Mc Donald\u2019s est un peu dans cet esprit-l\u00e0\u00a0: \u00ab\u00a0je commande en ligne via mon smartphone (environ 50% des commandes en ligne sont effectu\u00e9es avec l\u2019appli mobile) et derri\u00e8re je vais chercher mon produit en point de vente\u00a0\u00bb, avec un effet coupe-file o\u00f9 le client n\u2019aura plus \u00e0 attendre \u00e0 la caisse. Ils ont commenc\u00e9 \u00e9galement le paiement sans contact avec la carte de cr\u00e9dit, je l\u2019ai test\u00e9 moi-m\u00eame, et je pense que l\u2019on aura tr\u00e8s bient\u00f4t en France des applications permettant de payer avec le portable\u00a0\u00bb.<\/p>\n<h3 class=\"zemanta-related-title\" style=\"margin: 0 0 10px 0; padding: 0; clear: both;\">Related articles<\/h3>\n<ul class=\"zemanta-article-ul zemanta-article-ul-image\" style=\"margin: 0; padding: 0; overflow: hidden;\">\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 104px; font-size: 12px; margin: 0 5px 10px 0;\"><a style=\"padding: 2px; display: block; text-decoration: none;\" href=\"https:\/\/www.duperrin.com\/2014\/06\/08\/liens-de-la-semaine-weekly-228\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/www.duperrin.com\/2014\/06\/08\/liens-de-la-semaine-weekly-228\/\" target=\"_blank\" rel=\"noopener noreferrer\">Liens de la semaine (weekly)<\/a><\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 104px; font-size: 12px; margin: 0 5px 10px 0;\"><span class=\"removed_link\" title=\"http:\/\/www.myassettag.com\/blog\/inexorable-rise-mobile-commerce\/\"><\/span><span class=\"removed_link\" title=\"http:\/\/www.myassettag.com\/blog\/inexorable-rise-mobile-commerce\/\">The inexorable rise of mobile commerce<\/span><\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 104px; font-size: 12px; margin: 0 5px 10px 0;\"><a style=\"padding: 2px; display: block; text-decoration: none;\" href=\"https:\/\/www.slideshare.net\/claudelebrize\/livre-blanc-telephone-mobile-nf-cnew\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/www.slideshare.net\/claudelebrize\/livre-blanc-telephone-mobile-nf-cnew\" target=\"_blank\" rel=\"noopener noreferrer\">Livre Blanc Telephone Mobile Nf Cnew<\/a><\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 104px; font-size: 12px; margin: 0 5px 10px 0;\"><a style=\"padding: 2px; display: block; text-decoration: none;\" href=\"https:\/\/billaut.typepad.com\/jm\/2011\/05\/connaissez-vous-xavier-delanglade-from-paris-.html\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/billaut.typepad.com\/jm\/2011\/05\/connaissez-vous-xavier-delanglade-from-paris-.html\" target=\"_blank\" rel=\"noopener noreferrer\">Connaissez-vous Xavier Delanglade from Paris ? 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Revenons sur ce ph\u00e9nom\u00e8ne avec Renaud M\u00e9n\u00e9rat, Pr\u00e9sident du chapitre fran\u00e7ais de la Mobile Marketing Association interview\u00e9 dans le cadre du tout nouvel \u00e9v\u00e9nement de Comexposium \u00ab\u00a0Digital Marketing One to One\u00a0\u00bb &hellip;<\/p>\n","protected":false},"author":29,"featured_media":34069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121,6],"tags":[],"class_list":["post-14058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>mobile to store, l&#039;innovation majeure du commerce<\/title>\n<meta name=\"description\" content=\"Avec la banalisation des smartphones, le mobile to store devient une th\u00e9matique incontournable pour les commer\u00e7ants et annonceurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2014\/06\/12\/mobile-to-store-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"mobile to store, l&#039;innovation majeure du commerce\" \/>\n<meta property=\"og:description\" content=\"Avec la banalisation des smartphones, le mobile to store devient une th\u00e9matique incontournable pour les commer\u00e7ants et annonceurs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2014\/06\/12\/mobile-to-store-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-12T07:00:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-11T07:23:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/11\/47883451541_40d3326d5e_c.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"644\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"C\u00e9dric Jeanblanc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CedJBL\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"C\u00e9dric Jeanblanc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2014\\\/06\\\/12\\\/mobile-to-store-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2014\\\/06\\\/12\\\/mobile-to-store-2\\\/\"},\"author\":{\"name\":\"C\u00e9dric Jeanblanc\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/04ccfa946b45e31d12c8ea489f8fa3f4\"},\"headline\":\"mobile to store, l&rsquo;innovation majeure du commerce d&rsquo;aujourd&rsquo;hui #dm1to1\",\"datePublished\":\"2014-06-12T07:00:59+00:00\",\"dateModified\":\"2023-12-11T07:23:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2014\\\/06\\\/12\\\/mobile-to-store-2\\\/\"},\"wordCount\":641,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2014\\\/06\\\/12\\\/mobile-to-store-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/47883451541_40d3326d5e_c.jpg\",\"articleSection\":[\"e-business \\\/ e-commerce\",\"Marketing &amp; 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