{"id":7575,"date":"2013-01-14T06:31:34","date_gmt":"2013-01-14T05:31:34","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=7575"},"modified":"2020-11-14T10:46:36","modified_gmt":"2020-11-14T09:46:36","slug":"application-mobile-crm","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/01\/14\/application-mobile-crm\/","title":{"rendered":"Application mobile et CRM : Danone vs Kraft et Unilever"},"content":{"rendered":"<p style=\"text-align: justify;\"><em><span style=\"color: #666666;\">Quel rapport entre Application mobile et CRM ? En ce d\u00e9but d\u2019ann\u00e9e 2013, l\u2019enjeu pour les marques n\u2019est peut-\u00eatre plus de savoir comment s\u2019inviter dans le smartphone de leurs consommateurs, mais plut\u00f4t de savoir pourquoi elles souhaitent s\u2019y inviter. Il existe autant de possibilit\u00e9s que d\u2019applications mobiles dans tous les stores r\u00e9unis. La dur\u00e9e de vie de l\u2019application mobile \u2013 et par l\u00e0 m\u00eame le R.O.I \u2013 d\u00e9pendent des choix effectu\u00e9s.<\/span><\/em><\/p>\n<h2>Applications mobile et CRM : Danone vs Kraft et Unilever<\/h2>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-e1605347017424.jpeg\"><img decoding=\"async\" class=\"wp-image-59547 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-e1605347017424.jpeg\" alt=\"Applications mobile et CRM : Danone vs Kraft et Unilever\" width=\"519\" height=\"339\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-e1605347017424.jpeg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-e1605347017424-459x300.jpeg 459w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">Pour illustrer cet article, Danette Colors (Programme CRM Danone &amp; Vous) et J\u2019m acheter malin (Programme CRM Ma vie en couleurs \u2013 Kraft et Unilever) me semblent parfaitement indiqu\u00e9es car leur lancement date de quelques jours \u00e0 peine.<!--more--><\/p>\n<p style=\"text-align: justify;\">Danone est pour ainsi dire une marque pionni\u00e8re en mati\u00e8re de \u2018participatif\u2019 en invitant fr\u00e9quemment ses consommateurs \u00e0 \u00e9lire les nouveaux parfums des desserts Danette. N\u00e9anmoins, jusqu\u2019\u00e0 pr\u00e9sent, la logique de cette d\u00e9marche \u00e9tait celle du \u2018Drive to store\u2019 puisque les produits \u00e9lus se retrouvaient par la suite en lin\u00e9aire.<\/p>\n<p style=\"text-align: justify;\">L\u2019application Danette Colors s\u2019inscrit davantage dans le \u2018divertissement\u2019 et ferait m\u00eame concurrence \u00e0 Instagram dont elle semble s\u2019inspirer largement puisque le concept est de prendre des photos avec un filtre, filtre qui dans l\u2019appli Danette Colors prend la couleur des parfums du c\u00e9l\u00e8bre dessert, pour ensuite les partager entre amis.<\/p>\n<p style=\"text-align: justify;\">Pour promouvoir l\u2019application et encourager les t\u00e9l\u00e9chargements,<\/p>\n<ol>\n<li>un QR Code est \u00e0 scanner sur la plateforme crm Danone &amp; vous<\/li>\n<li>un jeu concours est relay\u00e9\n<ul>\n<li>en magasin via une PLV porteuse d\u2019un QR Code<\/li>\n<li>sur internet via une appli Facebook d\u00e9di\u00e9e<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-qr-code-appli.png\"><img decoding=\"async\" class=\"size-full wp-image-11137 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-qr-code-appli.png\" alt=\"\" width=\"300\" height=\"165\" \/><\/a><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/01\/danette-qr-code-appli.png\"><br \/>\n<\/a><\/p>\n<p style=\"text-align: justify;\">De son c\u00f4t\u00e9, l\u2019application mobile J\u2019m acheter malin est en r\u00e9sum\u00e9 la d\u00e9clinaison mobile du programme CRM Ma Vie en couleurs. Son objectif est davantage celui d\u2019\u00eatre le compagnon \/ facilitateur shopping du consommateur en lui permettant d\u2019acc\u00e9der \u00e0 des offres de remboursement sur mobile. Une application plus pragmatique mais qui pourrait bien s\u00e9duire par ces temps de crise \u2026 Plus de 20 offres recens\u00e9es \u00e0 date sur les produits du quotidien !<\/p>\n<p style=\"text-align: justify;\">Pour promouvoir l\u2019application :<\/p>\n<ul>\n<li>un QR Code \u00e0 scanner sur le mailing adress\u00e9 de Ma vie en couleurs<\/li>\n<li>pas encore de trace sur le site web (mais cela ne devrait pas tarder)<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">On peut n\u00e9anmoins regretter l\u2019absence de convergence avec l\u2019application s\u0153ur J\u2019m cuisiner d\u00e9di\u00e9e aux recettes de cuisine, peut-\u00eatre que la V2 l\u2019envisagera avec m\u00eame \u00e0 la cl\u00e9 des offres en rapport avec la liste de course \u2026 affaire \u00e0 suivre \u2026<\/p>\n<p style=\"text-align: justify;\">Une seule application mobile peut-elle couvrir l\u2019ensemble des besoins promo-relationnels d\u2019une marque et r\u00e9pondre au cercle vertueux du crm : animer \u2013 fid\u00e9liser \u2013 vendre \u2013 r\u00e9compenser \u2026 ? ou les marques doivent-elles multiplier les applications mobiles pour chaque usage ? Plus que les choix technologiques, ce sont les choix crm qui priment &#8230;<\/p>\n<p style=\"text-align: justify;\">Danone comme Kraft &amp; Unilever disposent d\u2019un atout solide : une v\u00e9ritable communaut\u00e9 f\u00e9d\u00e9r\u00e9e au cours de ces derni\u00e8res ann\u00e9es et qui semble bien solide. Pour conclure cet article, la seule certitude est que la couleur crm des marques semble tirer plut\u00f4t vers le mobile mais avec des dur\u00e9es de vie plus ou moins limit\u00e9es en fonction de leurs fonctionnalit\u00e9s.<!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quel rapport entre Application mobile et CRM ? En ce d\u00e9but d\u2019ann\u00e9e 2013, l\u2019enjeu pour les marques n\u2019est peut-\u00eatre plus de savoir comment s\u2019inviter dans le smartphone de leurs consommateurs, mais plut\u00f4t de savoir pourquoi elles souhaitent s\u2019y inviter. Il existe autant de possibilit\u00e9s que d\u2019applications mobiles dans tous les stores r\u00e9unis. La dur\u00e9e de &hellip;<\/p>\n","protected":false},"author":6,"featured_media":59547,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064,6],"tags":[],"class_list":["post-7575","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Application mobile et CRM : Danone vs Kraft et Unilever<\/title>\n<meta name=\"description\" content=\"Quel rapport entre Application mobile et CRM ? 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