{"id":7798,"date":"2013-03-18T10:27:54","date_gmt":"2013-03-18T09:27:54","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=7798"},"modified":"2020-11-14T11:12:08","modified_gmt":"2020-11-14T10:12:08","slug":"faut-il-supprimer-votre-programme-de-fidelite-stonyfield-saute-le-pas","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/03\/18\/faut-il-supprimer-votre-programme-de-fidelite-stonyfield-saute-le-pas\/","title":{"rendered":"Supprimer son programme de fid\u00e9lit\u00e9 ? Stonyfield saute le pas"},"content":{"rendered":"<p style=\"text-align: left;\"><em>Faut-il supprimer son programme de fid\u00e9lit\u00e9 ? La Saint Valentin est \u00e0 pr\u00e9sent derri\u00e8re nous &#8230; et si l&rsquo;amour ne s&rsquo;ach\u00e8te pas, certaines marques ont pu exp\u00e9rimenter que la fid\u00e9lit\u00e9 des consommateur a un prix ! C&rsquo;est le cas de Stony Field qui &#8211; aux Etats Unis &#8211; a r\u00e9cemment annonc\u00e9 par email la fin de son programme de fid\u00e9lit\u00e9 &lsquo;My Stony Rewards&rsquo; \u00e0 l&rsquo;ensemble de ses abonn\u00e9s.<\/em><\/p>\n<h2>Supprimer son programme de fid\u00e9lit\u00e9 ? Stonyfield saute le pas<\/h2>\n<figure id=\"attachment_59217\" aria-describedby=\"caption-attachment-59217\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/49812203053-0e93106dc9-c.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-59217 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/49812203053-0e93106dc9-c.jpg\" alt=\"Supprimer son programme de fid\u00e9lit\u00e9 ? Stonyfield saute le pas\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/49812203053-0e93106dc9-c.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/11\/49812203053-0e93106dc9-c-459x300.jpg 459w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-59217\" class=\"wp-caption-text\">Le programme de fid\u00e9lit\u00e9 sert-il encore \u00e0 quelque chose ? Stonyfield a d\u00e9cid\u00e9 au contraire de le supprimer<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">Il semblerait en effet que ce programme de fid\u00e9lit\u00e9 ait \u00e9t\u00e9 victime de son succ\u00e8s avec \u00e0 son actif 500 000 membres depuis sa cr\u00e9ation en 2009. Officiellement termin\u00e9 depuis Avril 2012, le programme a \u00e9t\u00e9 successivement prolong\u00e9 \u00e0 la demande des consommateurs, mais ne peut \u00eatre maintenu plus longtemps.<\/p>\n<p style=\"text-align: justify;\">Ce qui peut \u00e0 premi\u00e8re vue passer comme un &lsquo;social suicide&rsquo; sonne plus comme de la franchise et de la transparence aux yeux des consommateurs comme en t\u00e9moigne des blogs tels que <span class=\"removed_link\" title=\"http:\/\/couponsdealsandmore.com\/printable-forms\/re-stonyfield-farms-reward-program\/\">&lsquo;couponsdealsandmore.com&rsquo;<\/span>.<\/p>\n<p style=\"text-align: justify;\"><!--more-->Par ailleurs, Stonyfield est r\u00e9solu \u00e0 capitaliser sur le &lsquo;Data mining&rsquo; et le &lsquo;Community management&rsquo; si l&rsquo;on en croit l&rsquo;article paru r\u00e9cemment dans <span class=\"removed_link\" title=\"http:\/\/chiefmarketer.com\/promotional-marketing\/too-many-members-force-stonyfield-end-loyalty-program\">Chiefmarketer <\/span>ainsi que le compte twitter de la marque &#8211; <a href=\"http:\/\/twitter.com\/Stonyfield\" target=\"_blank\" rel=\"noopener noreferrer\">@Stonyfield<\/a> &#8211; qui le jour de la Saint Valentin annon\u00e7ait un jeu facebook intitul\u00e9 &lsquo;Taste the Love&rsquo; :<\/p>\n<ul style=\"text-align: justify;\">\n<li>Un claim impactant : 30 ans de yaourts \u00e0 gagner &#8211; Chaque mois &#8211; et ce jusqu&rsquo;en d\u00e9cembre 2013 &#8211; 2 fans auront la possibilit\u00e9 de gagner un an de yaourt apr\u00e8s bien \u00e9videmment avoir lik\u00e9 la page pour y participer<\/li>\n<li>Des coupons de r\u00e9duction en guise de consolation<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Ce qu&rsquo;il faut retenir ?<\/p>\n<ul style=\"text-align: justify;\">\n<li>Il devient d\u00e9sormais n\u00e9cessaire de concilier R.O.I et Community management<\/li>\n<li>L&rsquo;avenir des r\u00e9seaux sociaux passe \u00e9galement par le point de vente et plus seulement par la discussion<\/li>\n<li>Les programmes de fid\u00e9lit\u00e9 sont bien souvent source de d\u00e9ception pour les consommateurs. Plut\u00f4t que de les maintenir sans apporter une r\u00e9elle r\u00e9compense aux consommateurs, il est pr\u00e9f\u00e9rable d&rsquo;avoir le courage de les arr\u00eater.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">En r\u00e9sum\u00e9, nous entrons dans l&rsquo;\u00e8re du Big Data : collecter des donn\u00e9es, c&rsquo;est bien &#8230; les utiliser et leur donner un sens c&rsquo;est mieux car autrement elles se p\u00e9riment comme du yaourt !!!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Faut-il supprimer son programme de fid\u00e9lit\u00e9 ? La Saint Valentin est \u00e0 pr\u00e9sent derri\u00e8re nous &#8230; et si l&rsquo;amour ne s&rsquo;ach\u00e8te pas, certaines marques ont pu exp\u00e9rimenter que la fid\u00e9lit\u00e9 des consommateur a un prix ! C&rsquo;est le cas de Stony Field qui &#8211; aux Etats Unis &#8211; a r\u00e9cemment annonc\u00e9 par email la fin &hellip;<\/p>\n","protected":false},"author":6,"featured_media":59217,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064],"tags":[],"class_list":["post-7798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Supprimer son programme de fid\u00e9lit\u00e9 ? Stonyfield saute le pas<\/title>\n<meta name=\"description\" content=\"Faut-il supprimer son programme de fid\u00e9lit\u00e9 ? 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