{"id":14303,"date":"2014-06-25T09:00:17","date_gmt":"2014-06-25T07:00:17","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=14303"},"modified":"2023-05-18T14:08:59","modified_gmt":"2023-05-18T12:08:59","slug":"pression-marketing-mobile","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/06\/25\/pression-marketing-mobile\/","title":{"rendered":"Pression Marketing Mobile : forte r\u00e9ticence des clients"},"content":{"rendered":"

Comment r\u00e9agissent les mobinautes face \u00e0 la pression marketing mobile. Deuxi\u00e8me billet de la conf\u00e9rence mobile 2014 organis\u00e9e par CCM Benchmark group le 5 juin 2014<\/a>. Cette deuxi\u00e8me session intitul\u00e9e \u00ab Interactions in-store et paiement mobile \u00bb \u00e9tait anim\u00e9e par Thomas Le Guyader, Blog To Store. Les participants \u00e9taient\u00a0Francois-Xavier Nottin, Bwin<\/a>,\u00a0Pauline Roche, PayPal<\/a>,\u00a0Dominique Palacci, Stimshop<\/span>\u00a0et\u00a0Thomas Saphir, Ubudu<\/a>.<\/em><\/p>\n

Pression Marketing Mobile : forte r\u00e9ticence des clients<\/h2>\n
\"Pression<\/a>
L’interaction avec le client doit conserver un visage humain : elle ne doit pas \u00eatre intrusive et d\u00e9rangeante pour le consommateur.<\/figcaption><\/figure>\n

Une des conclusions ressortant de la premi\u00e8re table ronde sur le mobile to store<\/a> \u00e9tait que le vendeur ne devait pas s\u2019\u00e9loigner du bon sens commercial et ne devait utiliser la technologie que si elle permettait de r\u00e9pondre \u00e0 un besoin, et non imaginer un besoin pour utiliser une technologie.<\/p>\n

Le principe est globalement similaire dans le cadre de l\u2019interaction in store : selon Thomas Saphir, cr\u00e9ateur d\u2019uBeacon<\/a>, \u00ab rien ne remplace l\u2019humain \u00bb. En revanche, la technologie offre la possibilit\u00e9 d\u2019enrichir le lien entre le vendeur et le consommateur. Par exemple, la reconnaissance d\u2019un client \u00ab premium \u00bb d\u00e8s son entr\u00e9e au magasin se faisant par l\u2019\u00e9change de donn\u00e9es entre son mobile et des balises Bluetooth permet au vendeur d\u2019adapter ses services. Ce dispositif n\u2019est pas lourd \u00e0 mettre en place une fois la technologie disponible. Il est un exemple des actions d\u2019interactivit\u00e9 mobile permettant de fluidifier les relations avec le client.<\/p>\n

Interaction n\u2019est pas intrusion<\/a> : 53% des clients r\u00e9ticents \u00e0 l\u2019interaction mobile<\/h3>\n

Toutefois, la limite entre interaction et intrusion est parfois floue : Il est pr\u00e9f\u00e9rable de travailler sur des relations d\u00e9j\u00e0 existantes (\u00e0 l\u2019instar du cas du client premium vu pr\u00e9c\u00e9demment) plut\u00f4t que de \u00ab harponner \u00bb les clients, par exemple en saturant leur mobile de publicit\u00e9s\u2026 D\u2019apr\u00e8s Thomas Saphir, 53% des clients ne veulent pas avoir d\u2019interaction avec le vendeur via le mobile. Si cela veut aussi dire que 47% souhaitent le contraire, ce r\u00e9sultat nous indique que le l\u2019opinion public est encore ti\u00e8de vis-\u00e0-vis de l\u2019interactivit\u00e9. Celle-ci doit donc \u00eatre avant tout utile, cibl\u00e9e et bien int\u00e9gr\u00e9e pour que le client s\u2019y int\u00e9resse et ne la per\u00e7oive pas comme un d\u00e9rangement.<\/p>\n

Amoindrir le d\u00e9sagr\u00e9ment provoqu\u00e9 par le paiement<\/h3>\n

Si l\u2019interaction peut \u00eatre per\u00e7ue comme une intrusion, le paiement peut \u00e9galement \u00eatre un moment d\u00e9sagr\u00e9able dans le parcours d\u2019achat. L\u2019int\u00e9r\u00eat du vendeur est de minimiser cette \u00e9tape pour que le consommateur garde la meilleure image possible de son exp\u00e9rience. Enlever cette zone de friction est aujourd\u2019hui r\u00e9alisable. Gr\u00e2ce \u00e0 la technologie, on va d\u00e9mat\u00e9rialiser le paiement : le paiement sans contact, puis le paiement avec empreinte digitale (Galaxy S5<\/a>), mais aussi par QR code et par reconnaissance faciale (PayPal<\/a>) permettent de d\u00e9sacraliser le paiement et le rendre moins douloureux pour le client. Comme le faisait remarque un intervenant, \u00ab Aujourd\u2019hui, on veut tout faire avec son mobile, pourquoi pas payer avec ? \u00bb. En plus de cela, on va essayer d\u2019inverser les \u00e9tapes du parcours pour finir sur une exp\u00e9rience positive : le paiement va \u00eatre d\u00e9plac\u00e9 avant l\u2019exp\u00e9rience ; c\u2019est le cas de Mc Donald\u2019s et son syst\u00e8me de pr\u00e9commande.<\/p>\n

En conclusion sur la pression marketing mobile<\/h3>\n

On a donc un objectif de la part du vendeur, qui est de faire du mobile un support d\u2019information permettant de conseiller le client en magasin et un outil de paiement. Tout cela est mis en \u0153uvre dans le but de fluidifier l\u2019exp\u00e9rience d\u2019achat (relais entre le client et le vendeur), et y minimiser les \u00e9tapes d\u00e9sagr\u00e9ables (attente d\u2019informations, attente \u00e0 la caisse, paiement\u2026).<\/p>\n","protected":false},"excerpt":{"rendered":"

Comment r\u00e9agissent les mobinautes face \u00e0 la pression marketing mobile. Deuxi\u00e8me billet de la conf\u00e9rence mobile 2014 organis\u00e9e par CCM Benchmark group le 5 juin 2014. Cette deuxi\u00e8me session intitul\u00e9e \u00ab Interactions in-store et paiement mobile \u00bb \u00e9tait anim\u00e9e par Thomas Le Guyader, Blog To Store. Les participants \u00e9taient\u00a0Francois-Xavier Nottin, Bwin,\u00a0Pauline Roche, PayPal,\u00a0Dominique Palacci, Stimshop\u00a0et\u00a0Thomas …<\/p>\n","protected":false},"author":2,"featured_media":34066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064],"tags":[],"class_list":["post-14303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client"],"yoast_head":"\nPression Marketing Mobile : forte r\u00e9ticence des clients<\/title>\n<meta name=\"description\" content=\"Pression marketing mobile. 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