{"id":23612,"date":"2017-03-02T09:00:11","date_gmt":"2017-03-02T08:00:11","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=23612"},"modified":"2022-07-13T19:59:53","modified_gmt":"2022-07-13T17:59:53","slug":"la-disruption-du-paiement-electronique-en-magasin","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/03\/02\/la-disruption-du-paiement-electronique-en-magasin\/","title":{"rendered":"La disruption du paiement \u00e9lectronique en magasin"},"content":{"rendered":"

En mati\u00e8re de paiement\u00a0\u00e9lectronique\u00a0en magasin, il est pertinent,<\/i>\u00a0une fois n’est pas coutume<\/a>, de parler de \u00ab\u00a0disruption\u00a0\u00bb. Les habitudes de consommation (et donc de paiement) des acheteurs en France et \u00e0 travers le monde \u00e9voluent fortement. Cela s’explique par l’int\u00e9gration des diff\u00e9rents outils digitaux au sein du parcours d’achat d’un consommateur. On observe un passage\u00a0entre l’online et l’offline qui pr\u00e9c\u00e8de l’acte d’achat. En effet, <\/i>64\u00a0% des consommateurs effectuent un passage sur Internet pour chercher des informations ou comparer des produits ou des prix<\/span>. Il y a aussi une tendance qui est en pleine croissance: <\/i>le click and collect<\/a>.\u00a0<\/i><\/p>\n

La disruption du paiement \u00e9lectronique en magasin<\/h2>\n
\"Le
Le consommateur recherche des informations et compare les produits sur Internet avant de finaliser l’achat – Photo par Mia Tawil\u00e9<\/figcaption><\/figure>\n

En d’autres termes, l’industrie du paiement est disrupt\u00e9e par le digital, c’est l’av\u00e8nement du paiement \u00e9lectronique.<\/p>\n

Toutefois, la disruption ne doit pas affecter n\u00e9gativement l’exp\u00e9rience client; pour cela, la fluidit\u00e9 et la facilit\u00e9 du paiement restent des\u00a0leviers importants.<\/p>\n

Le 22\u00a0f\u00e9vrier 2017, CCM Benchmark group a organis\u00e9 une table ronde \u00e0 ce sujet<\/a> \u00e0 laquelle ont particip\u00e9 Philippe de\u00a0Passorio d’Adyen, Josselin Ollier de\u00a0Celio, Dominique Burban du groupe Eram. Cet \u00e9v\u00e9nement \u00e9tait anim\u00e9 par Yann Gourvennec.<\/p>\n

Les grandes tendances du paiement \u00e9lectronique en boutique<\/h3>\n

Plusieurs nouveaux moyens de paiement tendance apparaissent aujourd’hui<\/a>. D’apr\u00e8s Dominique Burban, l’essor du mobile joue un grand r\u00f4le dans cette r\u00e9volution du paiement.<\/p>\n

En effet, il existe plusieurs d\u00e9marches innovantes comme Apple Pay, Samsung Pay, ou m\u00eame le paiement sans contact.<\/p>\n

Ces d\u00e9marches sont de plus en plus mises en \u0153uvre dans les boutiques: Josselin Ollier confirme cela en indiquant que 410 magasins Celio en France acceptent d\u00e9j\u00e0 ces technologies.<\/p>\n

Saviez-vous \u00e0 ce sujet que la technologie NFC est une des raisons qui a men\u00e9 \u00e0 l’introduction du mobile dans le paiement<\/a>?<\/p>\n

Certes, il reste encore une grande marge de progr\u00e8s dans ce domaine.<\/p>\n

Un client faisant face \u00e0 une proc\u00e9dure de paiement complexe ne finalisera pas sa commande. On comprend alors pourquoi tout le monde cite du paiement One Click d’Amazon<\/a>\u00a0comme un exemple \u00e0 suivre.<\/p>\n

L’omnicanal, probl\u00e9matique phare de 2017<\/h3>\n

Philippe nous explique l’importance de l’aspect omnicanal<\/a>. Ce dernier\u00a0est un \u00e9l\u00e9ment cl\u00e9 dans la fid\u00e9lisation des clients, car il permet de maintenir la m\u00eame exp\u00e9rience \u00e0 travers les diff\u00e9rents supports. Cette exp\u00e9rience se base beaucoup sur le \u00ab\u00a0shopper recognition\u00a0\u00bb ou l’identification client.<\/p>\n

Dominique partage l’exemple concret de ses enseignes afin d’expliquer l’importance de l’omnicanal. D’abord, le digital permet aux marques de r\u00e9sister \u00e0 la croissance et au pouvoir du Web.<\/p>\n

Le Web devient un outil compl\u00e9mentaire, et non comp\u00e9titif<\/a>. En effet, Josselin appuie cette id\u00e9e en expliquant que pour la marque Celio, le digital est un axe de d\u00e9veloppement prioritaire.<\/p>\n

De plus, comme l’a dit Philippe, il faut conna\u00eetre son client, savoir ce qu’il recherche.<\/p>\n

En d’autres termes, il faut se servir du Web afin d’apporter des services compl\u00e9mentaires en magasin, et proposer aux clients une exp\u00e9rience diff\u00e9rente et plus \u00e9motionnelle<\/a>.<\/p>\n

\"paiement<\/a>
Il faut se servir du Web pour proposer une exp\u00e9rience diff\u00e9rente en magasin<\/figcaption><\/figure>\n

La fid\u00e9lisation client \u00e9volue aussi<\/h3>\n

Depuis les premi\u00e8res lignes de cet article, on parle de paiement mobile et d’omnicanal. Une question se pose: comment l’identification client (ou le \u00ab\u00a0shopper recognition\u00a0\u00bb) am\u00e9liore-t-elle l’exp\u00e9rience client?<\/p>\n

La r\u00e9ponse est simple: en nourrissant le CRM. Le paiement nourrit en effet la base de donn\u00e9es client d’une marque<\/a>. Quels sont les secrets de cette approche?<\/p>\n

Gr\u00e2ce aux m\u00e9thodes de paiement innovantes, il est facile d’analyser les \u00e9l\u00e9ments importants qui sont au centre de la relation client.<\/p>\n

Ceci repr\u00e9sente une valeur ajout\u00e9e extraordinaire; nous vous rappelons l’importance de la personnalisation de l’offre, quel que soit le produit ou le service.<\/p>\n

Les programmes de fid\u00e9lit\u00e9 sont enrichis par les informations de paiement des consommateurs. Nous pouvons m\u00eame dire qu’ils sont r\u00e9volutionn\u00e9s. Bient\u00f4t les petites cartes de fid\u00e9lit\u00e9 \u00e0 tamponner se feront rares. La solution alternative ?<\/p>\n

Simplement, passer sa carte de paiement sur un terminal<\/a>. Celui-ci donnera au conseiller de vente les informations concernant le client comme les r\u00e9ductions, les points de fid\u00e9lit\u00e9 ou toute autre information utile.<\/p>\n

De plus, cela appuie le principe d’omnicanal : un client qui poss\u00e8de une r\u00e9duction\u00a0sur la boutique en ligne pourra en b\u00e9n\u00e9ficier en magasin.<\/p>\n

Cette \u00e9volution (et r\u00e9volution) de la fid\u00e9lisation client est\u00a0en plein essor. Celio et Adyen travailleront sur la tokenisation des donn\u00e9es bancaires<\/a> afin de diminuer le nombre d’acheteurs dits anonymes.<\/p>\n

Les solutions de paiements ont franchi plusieurs \u00e9tapes, en allant du troc pour arriver aux solutions de paiements \u00e9lectroniques d’aujourd’hui. Quelle en sera la prochaine innovation ?<\/p>\n","protected":false},"excerpt":{"rendered":"

En mati\u00e8re de paiement\u00a0\u00e9lectronique\u00a0en magasin, il est pertinent,\u00a0une fois n’est pas coutume, de parler de \u00ab\u00a0disruption\u00a0\u00bb. Les habitudes de consommation (et donc de paiement) des acheteurs en France et \u00e0 travers le monde \u00e9voluent fortement. Cela s’explique par l’int\u00e9gration des diff\u00e9rents outils digitaux au sein du parcours d’achat d’un consommateur. On observe un passage\u00a0entre l’online …<\/p>\n","protected":false},"author":37,"featured_media":23615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-23612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nPaiement \u00e9lectronique : une innovation disruptive en magasin<\/title>\n<meta name=\"description\" content=\"Les participants \u00e0 la table ronde Digital Store expliquent de la disruption de l'industrie du paiement \u00e9lectronique en magasin\" \/>\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\/2017\/03\/02\/la-disruption-du-paiement-electronique-en-magasin\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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