{"id":14541,"date":"2014-07-07T08:45:41","date_gmt":"2014-07-07T06:45:41","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=14541&#038;preview_id=14541"},"modified":"2022-06-29T08:46:44","modified_gmt":"2022-06-29T06:46:44","slug":"geofencing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/07\/07\/geofencing\/","title":{"rendered":"Geofencing : outil privil\u00e9gi\u00e9 du drive to store"},"content":{"rendered":"<p><em>Le geofencing est <a href=\"https:\/\/www.techopedia.com\/definition\/14937\/geofencing\" target=\"_blank\" rel=\"noopener\">une fonction de g\u00e9olocalisation<\/a> utilisant la technologie GPS, permettant de suivre \u00e0 distance un objet \u00e9quip\u00e9 d&rsquo;un r\u00e9cepteur. Cette fonction a d&rsquo;abord \u00e9t\u00e9 utilis\u00e9e par les rangers des r\u00e9serves naturelles kenyanes pour pister les b\u00eates sauvages. Elle est d\u00e9sormais utilis\u00e9e par les marketeurs, cette fois-ci pour suivre une autre b\u00eate, moins sauvage celle-l\u00e0, le consommateur.<\/em><\/p>\n<h2>Geofencing : outil privil\u00e9gi\u00e9 du drive to store<\/h2>\n<figure id=\"attachment_70104\" aria-describedby=\"caption-attachment-70104\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-70104 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/fence_970408-e1656485013630.jpg\" alt=\"Geofencing\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/fence_970408-e1656485013630.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/fence_970408-e1656485013630-458x300.jpg 458w\" sizes=\"auto, (max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-70104\" class=\"wp-caption-text\">Geofencing : outil privil\u00e9gi\u00e9 du drive to store<\/figcaption><\/figure>\n<p><em> Le g\u00e9ofencing se sert ainsi de la g\u00e9olocalisation qui peut se faire via le GPS ou le bluetooth (au moyen des balises\u00a0 type <a title=\"Ibeacon\" href=\"http:\/\/fr.wikipedia.org\/wiki\/IBeacon\">iBeacon<\/a>) qu&rsquo;il peut combiner avec d&rsquo;autres donn\u00e9es (m\u00e9t\u00e9o, date, heure&#8230;), pour affiner son interaction avec le client en l&rsquo;int\u00e9grant dans un certain contexte : par exemple, un marchand de glaces va offrir des r\u00e9ductions aux personnes se trouvant \u00e0 proximit\u00e9 de son commerce, aux alentours de midi, un jour de forte chaleur. <\/em><!--more--><\/p>\n<p><em>On comprend donc, au travers de cet exemple, l&rsquo;utilit\u00e9 du geofencing dans une probl\u00e9matique de <a href=\"https:\/\/visionarymarketing.com\/fr\/?s=drive+to+store\" target=\"_blank\" rel=\"noopener noreferrer\">drive to store<\/a>.\u00a0 <span title=\"https:\/\/www.linkedin.com\/pub\/philippe-leclercq\/0\/125\/92\">Philippe Leclerc<\/span> de <a title=\"Ad4screen\" href=\"https:\/\/ad4screen.com\/a-propos\">Ad4screen,<\/a> agence de publicit\u00e9 et de <a title=\"Customer relationship management\" href=\"https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">CRM<\/a> mobile, nous a apport\u00e9 son point de vue et son exp\u00e9rience \u00e0 ce sujet lors d&rsquo;une interview r\u00e9alis\u00e9e \u00e0 Biarritz dans le cadre du <a href=\"http:\/\/www.digital-marketing-1to1.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">salon Digital Marketing 1to1<\/a>.<\/em><\/p>\n<p><iframe loading=\"lazy\" title=\"[Fr] Le geofencing arrive en France : Philippe Leclerc Ad4screen\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/LD_BGVJCiEY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>La France en mati\u00e8re de drive to store n\u2019est pas vraiment le pays le plus en avance\u2026 Quand on regarde en Angleterre, par exemple <a href=\"http:\/\/www.regentstreetonline.com\/\">Regent Street<\/a> o\u00f9 l\u2019on vient d\u2019annoncer que l\u2019ensemble des magasins de la rue seront \u00e9quip\u00e9s en <span class=\"removed_link\" title=\"http:\/\/bealder.com\/\">iBeacon<\/span>, ces balises <a title=\"Bluetooth\" href=\"http:\/\/www.bluetooth.org\/\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Bluetooth<\/a> qui permettent de g\u00e9olocaliser, cibler des personnes, et envoyer des messages sp\u00e9cifiques.<\/p>\n<p><!--more-->Si on compare cela aux <a title=\"Champs-\u00c9lys\u00e9es\" href=\"http:\/\/maps.google.com\/maps?ll=48.8697222222,2.3075&amp;spn=0.01,0.01&amp;q=48.8697222222,2.3075 (Champs-%C3%89lys%C3%A9es)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">Champs Elys\u00e9es<\/a>, on est encore \u00e0 des ann\u00e9es lumi\u00e8res en terme d\u2019\u00e9quipement et d\u2019initiatives. Donc comme ce march\u00e9-l\u00e0 est d\u00e9pendant du march\u00e9 du marketing mobile, on est plut\u00f4t en retard. Il y a tout de m\u00eame des initiatives qui se lancent, on a des clients dans le retail qui sont int\u00e9ress\u00e9s, puisque pour eux, le mobile devient un flyer 2.0 : ils ont toujours eu cette logique de dire \u201cle client doit rentrer dans le magasin avec le flyer\u201d, maintenant les patrons de magasin voient les clients qui montrent leurs coupons et leurs cartes de fid\u00e9lit\u00e9 sur leur mobile, et pour eux le drive to store devient quelque chose de primordial. Apr\u00e8s, il y a une logique d\u2019\u00e9quipement, de mise en place etc. Mais d\u2019ici la fin de l\u2019ann\u00e9e, on devrait commencer \u00e0 avoir des retours des clients.<\/p>\n<h3>L\u2019exemple de Regent Street<\/h3>\n<p>Effectivement, on est maintenant dans une dynamique o\u00f9 le mobile devient une extension de la main et un r\u00e9conciliateur entre le online et le offline, notamment au niveau des requ\u00eates : 80% des requ\u00eates google effectu\u00e9es sur le mobile sont li\u00e9es \u00e0 la g\u00e9olocalisation et \u00e0 la recherche de produits. On est donc dans une proximit\u00e9 d\u2019achat qui fait que gr\u00e2ce au mobile, on va pouvoir activer des prospects, des clients et transformer en magasin, tout ceci en temps r\u00e9el.<\/p>\n<h3>Le client ne risque t-il pas d\u2019avoir la sensation de se faire harceler ?<\/h3>\n<p>Le harc\u00e8lement est une notion tr\u00e8s personnelle ! On est plus dans une approche de service rendu, mais c\u2019est plut\u00f4t le cas inverse qui se produit : de grands distributeurs ont d\u00e9j\u00e0 plusieurs millions de porteurs de cartes. Ce sont des personnes qui sont d\u2019elles-m\u00eames all\u00e9es chercher l\u2019application. Donc on est plus dans la logique de rattrapage des annonceurs par rapport au consommateur, que le contraire.<\/p>\n<h3>Il y a des pays, je pense \u00e0 l\u2019Allemagne ou la Suisse, qui sont peut-\u00eatre plus r\u00e9ticents \u00e0 adopter le geofencing ?<\/h3>\n<p>Il y a diff\u00e9rentes dynamiques, car chaque pays est diff\u00e9rent en termes de g\u00e9olocalisation et de protection. Il y a aussi la dynamique de l\u2019utilisateur qui doit accepter cette interaction. Cependant, quand on regarde sur les march\u00e9s anglo-saxons et germaniques, on est plut\u00f4t dans des march\u00e9s qui sont en avance sur le mobile, donc on y trouve des consommateurs d\u00e9j\u00e0 plus \u00e9duqu\u00e9s et qui acceptent davantage ces dynamiques-l\u00e0.<\/p>\n<h3>Il faudra combien de temps pour que le geofencing se d\u00e9veloppe et devienne banal en France ?<\/h3>\n<p>Il y a beaucoup d\u2019op\u00e9rations de drive to store, par exemple de la publicit\u00e9 g\u00e9olocalis\u00e9e, en fonction de la m\u00e9t\u00e9o, en fonction de l\u2019heure, donc tout cela se met en place, mais au niveau du geofencing dans le magasin m\u00eame, cela prend un peu plus de temps. La logique de <a href=\"https:\/\/visionarymarketing.com\/fr\/2014\/06\/mobile-to-store\/\">mobile to store<\/a> est en train de se mettre en place, mais pour voir du geofencing \u00e0 l\u2019int\u00e9rieur du magasin, il faudra attendre encore quelques mois.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le geofencing est une fonction de g\u00e9olocalisation utilisant la technologie GPS, permettant de suivre \u00e0 distance un objet \u00e9quip\u00e9 d&rsquo;un r\u00e9cepteur. Cette fonction a d&rsquo;abord \u00e9t\u00e9 utilis\u00e9e par les rangers des r\u00e9serves naturelles kenyanes pour pister les b\u00eates sauvages. Elle est d\u00e9sormais utilis\u00e9e par les marketeurs, cette fois-ci pour suivre une autre b\u00eate, moins sauvage &hellip;<\/p>\n","protected":false},"author":2,"featured_media":70104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-14541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Geofencing : le bras arm\u00e9 du drive to store<\/title>\n<meta name=\"description\" content=\"Le geofencing permet de suivre un client \u00e0 distance et d&#039;interagir avec lui selon sa position. 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