{"id":6775,"date":"2012-08-27T15:26:57","date_gmt":"2012-08-27T13:26:57","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=6775"},"modified":"2022-03-21T13:29:59","modified_gmt":"2022-03-21T12:29:59","slug":"loreal-reconcilie-mobile-et-point-de-vente","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/08\/27\/loreal-reconcilie-mobile-et-point-de-vente\/","title":{"rendered":"L\u2019OREAL r\u00e9concilie mobile et point de vente"},"content":{"rendered":"<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/08\/loreal.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignright\" title=\"LOREAL\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/08\/loreal.png\" alt=\"\" width=\"185\" height=\"185\" \/><\/a>Le mobile ne permet pas uniquement de g\u00e9n\u00e9rer du trafic en magasin. <a href=\"https:\/\/www.loreal.com\" target=\"_blank\" rel=\"noopener noreferrer\">L\u2019Or\u00e9al <\/a>nous d\u00e9livre en ce sens les points cl\u00e9s d\u2019une strat\u00e9gie crosscanal r\u00e9ussie.<\/p>\n<p>Afin de promouvoir la gamme de produits <a href=\"https:\/\/www.vichy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">VICHY<\/a>, la c\u00e9l\u00e8bre marque de cosm\u00e9tique a lanc\u00e9 une campagne promotionnelle via l\u2019application mobile Razor \u00e0 valoir le temps d\u2019un week-end aupr\u00e8s des magasins de l\u2019enseigne <a href=\"https:\/\/web.archive.org\/web\/20150822125309\/http:\/\/www.duanereade.com:80\/\" target=\"_blank\" rel=\"noopener noreferrer\">DUANE READE<\/a> implant\u00e9s \u00e0 NEW YORK.<\/p>\n<h2>L\u2019OREAL r\u00e9concilie mobile et point de vente<\/h2>\n<figure id=\"attachment_44349\" aria-describedby=\"caption-attachment-44349\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg\"><img decoding=\"async\" class=\"size-full wp-image-44349\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg\" alt=\"\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><\/a><figcaption id=\"caption-attachment-44349\" class=\"wp-caption-text\">L\u2019OREAL r\u00e9concilie mobile et point de vente<\/figcaption><\/figure>\n<p>L\u2019offre promotionnelle consistait en un diagnostic personnalis\u00e9 de votre peau offert par la gamme VICHY ; A l\u2019issue du diagnostique, des \u00e9chantillons des produits de la gamme VICHY adapt\u00e9s aux besoins du consommateur cibl\u00e9 \u00e9taient offerts.<\/p>\n<p>Afin de mettre en \u0153uvre sa strat\u00e9gie, L\u2019OREAL s\u2019est appuy\u00e9e sur<\/p>\n<ul>\n<li>Un r\u00e9seau de distribution<\/li>\n<li>Une application mobile d\u00e9di\u00e9e aux \u2018deals\u2019 b\u00e9n\u00e9ficiant d\u2019une forte notori\u00e9t\u00e9<\/li>\n<\/ul>\n<p>Les facteurs ayant contribu\u00e9 au succ\u00e8s de cette op\u00e9ration sont les suivants :<\/p>\n<ul>\n<li>Le ciblage et\/ou g\u00e9olocalisation<\/li>\n<\/ul>\n<p>Une notification a \u00e9t\u00e9 adress\u00e9e \u00e0 pr\u00e8s de 50 000 d\u00e9tentrices de l\u2019application via leur g\u00e9olocalisation<\/p>\n<ul>\n<li>La notion de temps<\/li>\n<\/ul>\n<p>L\u2019offre n\u2019\u00e9tait en effet valable qu\u2019un week-end : son caract\u00e8re \u2018\u00e9ph\u00e9m\u00e8re\u2019 n\u2019est pas sans rappeler les codes des groupons et autres ventes priv\u00e9es. Le caract\u00e8re de l\u2019offre appelait donc \u00e0 la \u2018spontan\u00e9\u00eft\u00e9\u2019 des consommatrices<\/p>\n<ul>\n<li>La r\u00e9compense : En guise d\u2019incentive, des \u00e9chantillons \u00e9taient offerts<\/li>\n<\/ul>\n<p>Les magasins ayant particip\u00e9 \u00e0 l\u2019op\u00e9ration affirment avoir enregistr\u00e9 une hausse de 70% de leurs ventes.<\/p>\n<p>Cette op\u00e9ration permet d\u2019illustrer la tendance fameuse tendance SOLOMO \u2013 Social, Local, Mobile \u2013 et cette fois-ci, le LOCAL y joue un r\u00f4le d\u00e9terminant.<\/p>\n<p>Enfin, pour prolonger la discussion, CLINIC, autre marque de cosm\u00e9tique, a fait le choix d\u2019une strat\u00e9gie \u2018Shop as you go\u2019 via un site de m-commerce en r\u00e9alit\u00e9 augment\u00e9e en s\u2019appuyant sur l\u2019application mobile \u2018Blippar\u2019 \u2013 voir la video ci-dessous pour d\u00e9monstration. La marque n\u2019est donc plus tributaire d\u2019un point de vente physique pour vendre !!<\/p>\n<p>Ce qu\u2019il faut retenir ? Le mobile impacte le parcours du shopper et modifie le rapport au point de vente. Le paiement mobile est incontestablement la cl\u00e9s pour davantage de praticit\u00e9 et simplicit\u00e9 dans l\u2019acte d\u2019achat. Enfin, certains usages du mobile permettent de d\u00e9passer les clivages clic vs mortar, comme par exemple l\u2019application mobile <span title=\"http:\/\/www.promoaffinity.com\/2012\/08\/shop-now-avec-ebay.html\">Ebay Now<\/span>.<\/p>\n<p><em>NDLR : l&rsquo;application VICHY est propuls\u00e9e par <a href=\"http:\/\/blippar.com\" target=\"_blank\" rel=\"noopener noreferrer\">Blippar.com<\/a>, <span title=\"http:\/\/live.orange.com\/en\/leweb-startup-awards-blippar\/\">une startup d\u00e9j\u00e0 prim\u00e9e cette ann\u00e9e<\/span> au MWC2012 de Barcelone et \u00e0 <span title=\"http:\/\/live.orange.com\/en\/leweb-startup-awards-blippar\/\">LeWeb \u00e0 Londres en Juin 2012<\/span>.<\/em><!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le mobile ne permet pas uniquement de g\u00e9n\u00e9rer du trafic en magasin. L\u2019Or\u00e9al nous d\u00e9livre en ce sens les points cl\u00e9s d\u2019une strat\u00e9gie crosscanal r\u00e9ussie. Afin de promouvoir la gamme de produits VICHY, la c\u00e9l\u00e8bre marque de cosm\u00e9tique a lanc\u00e9 une campagne promotionnelle via l\u2019application mobile Razor \u00e0 valoir le temps d\u2019un week-end aupr\u00e8s des &hellip;<\/p>\n","protected":false},"author":6,"featured_media":44349,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,1613],"tags":[],"class_list":["post-6775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019OREAL r\u00e9concilie mobile et point de vente - commerce de d\u00e9tail<\/title>\n<meta name=\"description\" content=\"Le mobile ne permet pas uniquement de g\u00e9n\u00e9rer du trafic en magasin. 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L\u2019Or\u00e9al nous d\u00e9livre en ce sens les points cl\u00e9s d\u2019une strat\u00e9gie crosscanal r\u00e9ussie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2012\/08\/27\/loreal-reconcilie-mobile-et-point-de-vente\/\" \/>\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=\"2012-08-27T13:26:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-21T12:29:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"519\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Christelle Alexandre\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christelle Alexandre\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/\"},\"author\":{\"name\":\"Christelle Alexandre\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/6d2acc2722d97481dede38bae192d425\"},\"headline\":\"L\u2019OREAL r\u00e9concilie mobile et point de vente\",\"datePublished\":\"2012-08-27T13:26:57+00:00\",\"dateModified\":\"2022-03-21T12:29:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/\"},\"wordCount\":477,\"commentCount\":12,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/21554921882_d865bd6caa_z1-e1605348845804.jpg\",\"articleSection\":[\"Marketing &amp; Innovation\",\"marketing digital\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/\",\"name\":\"L\u2019OREAL r\u00e9concilie mobile et point de vente - commerce de d\u00e9tail\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2012\\\/08\\\/27\\\/loreal-reconcilie-mobile-et-point-de-vente\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/21554921882_d865bd6caa_z1-e1605348845804.jpg\",\"datePublished\":\"2012-08-27T13:26:57+00:00\",\"dateModified\":\"2022-03-21T12:29:59+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/6d2acc2722d97481dede38bae192d425\"},\"description\":\"Le mobile ne permet pas uniquement de g\u00e9n\u00e9rer du trafic en magasin. 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L\u2019Or\u00e9al nous d\u00e9livre en ce sens les points cl\u00e9s d\u2019une strat\u00e9gie crosscanal r\u00e9ussie.","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/fr\/2012\/08\/27\/loreal-reconcilie-mobile-et-point-de-vente\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/fr\/2012\/08\/27\/loreal-reconcilie-mobile-et-point-de-vente\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/visionarymarketing.com\/fr\/2012\/08\/27\/loreal-reconcilie-mobile-et-point-de-vente\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/21554921882_d865bd6caa_z1-e1605348845804.jpg","width":519,"height":340,"caption":"Prague: at the far end of Na Po\u0159\u00ed\u010d\u00ed Avenue, one can catch a glimpse of the Palladium shopping centre. 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