{"id":22644,"date":"2016-11-30T08:40:44","date_gmt":"2016-11-30T07:40:44","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=22644"},"modified":"2020-12-18T07:23:49","modified_gmt":"2020-12-18T06:23:49","slug":"ropo-mobile-to-store","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/11\/30\/ropo-mobile-to-store\/","title":{"rendered":"ROPO et mobile to store\u00a0: quand le digital m\u00e8ne vers le magasin physique"},"content":{"rendered":"

\"ROPOPremier d\u2019une s\u00e9rie de 4 articles, ce billet sur le ROPO et mobile to store est inspir\u00e9 du livre blanc de Bonial* \u00ab\u00a0<\/em>Le livre blanc du prospectus digital\u00a0\u00bb t\u00e9l\u00e9chargeable sur ce lien<\/em><\/a> ou en cliquant sur le bouton ci-dessous. Nous abordons dans cet article, au travers des chiffres donn\u00e9s par ce livre blanc, l\u2019impact du mobile sur le drive to store (mobile to store), chez le consommateur et chez les commer\u00e7ants<\/strong>.
\n<\/em>*Transparence\u00a0: ce livre blanc a \u00e9t\u00e9 \u00e9crit par notre client Bonial<\/em>
\n\"ROPO<\/a><\/em><\/p>\n

ROPO et mobile to store\u00a0: quand le digital m\u00e8ne vers le magasin physique<\/h2>\n

Le smartphone est, c\u2019est ind\u00e9niable, la technologie majeure du 21e<\/sup> si\u00e8cle. Cette technologie a connu la p\u00e9n\u00e9tration la plus rapide dans l\u2019histoire des t\u00e9l\u00e9communications\u00a0: Selon M\u00e9diam\u00e9trie,<\/a> son taux est pass\u00e9 en France de 24% au 3e<\/sup> trimestre de 2010 \u00e0 60% au 3e<\/sup> trimestre de 2015<\/strong>.<\/p>\n

Et si l\u2019on \u00e9carte de la population les moins de 18 ans et les plus de 64 ans, le taux s\u2019\u00e9l\u00e8ve \u00e0 84%. Il s\u2019agit donc d\u2019une adoption \u00e9clair de cette technologie qui se traduit par un changement brusque des habitudes\u00a0: la g\u00e9olocalisation et l\u2019acc\u00e8s \u00e0 l\u2019Internet en mobilit\u00e9 donnent aux commer\u00e7ants un nouvel angle pour attirer le client en magasin et le terme Web to store (faire venir le client du Web vers l\u2019emplacement physique, plus restreint que celui de drive to store) a rapidement laiss\u00e9 place \u00e0 celui de mobile to store.<\/p>\n

On peut voir sur le sch\u00e9ma de Google Trend ci-dessous que la tendance du mobile to store a d\u00e9coll\u00e9 en 2008, peu apr\u00e8s la sortie du premier IPhone. Cette tendance n\u2019a fait qu\u2019augmenter depuis, entrainant \u00e9galement celle du Web to store.<\/p>\n

\"ROPO
ROPO : Recherche sur les termes \u00ab web to store \u00bb et \u00ab mobile to store \u00bb dans le monde<\/figcaption><\/figure>\n

Le mobile a ainsi fait \u00e9merger une tendance r\u00e9cente\u00a0: le ROPO. Cet acronyme de \u00ab\u00a0Research online, buy offline\u00a0\u00bb d\u00e9signe l\u2019habitude de se renseigner au pr\u00e9alable sur le net avant d\u2019acheter un produit. Ce pourcentage dans la population fran\u00e7aise culmine \u00e0 91%\u00a0: une grande majorit\u00e9 des fran\u00e7ais utilise donc le Web pour se renseigner avant l\u2019achat. Mais que recherchent-ils exactement\u00a0?<\/p>\n

Le motif \u00e9conomique\u00a0: premi\u00e8re raison de la recherche sur Internet<\/h3>\n

84% des personnes interrog\u00e9es se renseignent en ligne sur les prix d\u2019un produit<\/strong>. C\u2019est donc de loin la premi\u00e8re motivation lors d\u2019une recherche Web<\/a>. La seconde motivation est du m\u00eame ordre, puisque 58% des personnes interrog\u00e9es recherchent des promotions pratiqu\u00e9es sur le produit<\/strong>.<\/p>\n

Vient ensuite la recherche sur les caract\u00e9ristiques du produit, avec 57%<\/strong>. Conform\u00e9ment \u00e0 ce que l\u2019on peut imaginer, l\u2019Internet repr\u00e9sente bien un enjeu important dans le choix du produit hors prix, puisque plus de la moiti\u00e9 des internautes pr\u00e9parant leur achat vont rechercher des informations sur le produit. Ceci est d\u2019autant plus vrai que 49% cherchent des avis d\u2019utilisateurs<\/strong>. Le bouche-\u00e0-oreille et la recommandation de pair \u00e0 pair jouent ainsi un r\u00f4le de plus en plus important avec la g\u00e9n\u00e9ralisation du ROPO et du mobile to store. Dans la m\u00eame cat\u00e9gorie, les comparatifs produits (45%) et les photos du produit (38%) <\/strong>sont \u00e9galement recherch\u00e9s.<\/p>\n

Enfin, les informations sur le lieu de commerce ferment la marche\u00a0: 35% recherchent la disponibilit\u00e9 du produit en magasin, 23% recherchent un magasin \u00e0 proximit\u00e9, 20% les horaires et 9% l\u2019itin\u00e9raire pour s\u2019y rendre<\/strong>. Bien que ce type d\u2019information soit pour l\u2019instant en retrait par rapport aux autres, il est en nette progression\u00a0: les recherches mobiles de type \u00ab\u00a0magasin ouvert maintenant\u00a0\u00bb on en effet doubl\u00e9 entre 2015 et 2016<\/strong>.<\/p>\n

\"recherches-mobiles\"
ROPO mobile to store : augmentation des recherches mobiles relatives au commerce (source\u00a0: ThinkWithGoogle)<\/figcaption><\/figure>\n

Les smartphones boostent le ROPO, les commer\u00e7ants essaient de suivre avec le mobile to store<\/h3>\n

Ce dernier point r\u00e9v\u00e8le la tendance en marche\u00a0: l\u2019apport de la g\u00e9olocalisation et de l\u2019Internet en mobilit\u00e9 dans la recherche d\u2019un produit. Pour les vendeurs, le mobile devient peu \u00e0 peu un \u00ab\u00a0flyer\u00a02.0 \u00bb\u00a0: les plateformes de \u00ab\u00a0couponing\u00a0\u00bb connaissent un succ\u00e8s grandissant, et deviennent peu \u00e0 peu un outil indispensable au commer\u00e7ant dans sa strat\u00e9gie de drive to store.<\/p>\n

On comprend le service rendu au client, mais le mobile to store n\u2019est pas seulement un concept\u00a0: il s\u2019agit de la formulation d\u2019une promesse selon laquelle le client ne viendra pas au magasin pour rien. Et pour cela, le commer\u00e7ant doit r\u00e9organiser sa strat\u00e9gie pour se tourner vers le mobile\u00a0: logistique ultra r\u00e9active pour satisfaire les clients press\u00e9s, formation des salari\u00e9s, gestion des stocks etc. L\u2019int\u00e9gration de cette nouvelle tendance par les commer\u00e7ants est ainsi bien plus complexe que la simple conception d\u2019une application mobile.<\/p>\n

Les commer\u00e7ants sont-ils vraiment en phase avec les consommateurs\u00a0?<\/h2>\n

Une \u00e9tude r\u00e9alis\u00e9e par l\u2019am\u00e9ricain TimeTrade<\/span> met en lumi\u00e8re les initiatives les plus efficaces des commer\u00e7ants pour faire venir le client en magasin. La comparaison entre les m\u00e9thodes mises en place par les marketeurs pour optimiser le drive to store et ce que les consommateurs jugent le plus efficace, est \u00e9difiante. Le cabinet am\u00e9ricain met en effet en avant le fait que les marketeurs utilisent en premier les campagnes marketing en ligne (79%)<\/strong>, puis l\u2019animation en magasin et notamment les soldes (74%)<\/strong> et enfin la publicit\u00e9 mobile (54%)<\/strong>.<\/p>\n

Pourtant, ces initiatives ne semblent pas correspondre aux attentes du consommateur. En effet, 55% d\u2019entre eux jugent que le moyen le plus efficace de les faire venir en magasin est la promotion publi\u00e9e sur le site Web de l\u2019enseigne<\/strong>. En deuxi\u00e8me viennent les traditionnelles publicit\u00e9s imprim\u00e9es (magazines, journaux, prospectus, etc.) avec 49%<\/strong>, puis les campagnes emailing (38%)<\/strong>. Presque un tiers (29%) des consommateurs interrog\u00e9s reconnaissent \u00eatre influenc\u00e9s par les promotions mobiles bas\u00e9es sur la g\u00e9olocalisation.\"bouton-telechargement-livre-blanc\"<\/a><\/em><\/p>\n

Les initiatives de drive to store des marketeurs diff\u00e8rent donc des d\u00e9sirs du client\u00a0: celui-ci attend quelque chose d\u2019efficace et de concret, et les promotions en ligne ou sur papier sont l\u2019exemple parfait de la simplicit\u00e9 et du gagnant-gagnant. Le digital n\u2019est qu\u2019un outil permettant d\u2019augmenter l\u2019efficacit\u00e9 de cette d\u00e9marche et ne doit pas \u00eatre un gadget utilis\u00e9 de fa\u00e7on superficielle.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Premier d\u2019une s\u00e9rie de 4 articles, ce billet sur le ROPO et mobile to store est inspir\u00e9 du livre blanc de Bonial* \u00ab\u00a0Le livre blanc du prospectus digital\u00a0\u00bb t\u00e9l\u00e9chargeable sur ce lien ou en cliquant sur le bouton ci-dessous. Nous abordons dans cet article, au travers des chiffres donn\u00e9s par ce livre blanc, l\u2019impact du …<\/p>\n","protected":false},"author":29,"featured_media":56981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-22644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nROPO mobile to store : quand le digital m\u00e8ne vers le magasin physique<\/title>\n<meta name=\"description\" content=\"Le smartphone est la technologie majeure du 21e si\u00e8cle. 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