{"id":7936,"date":"2015-06-30T08:00:34","date_gmt":"2015-06-30T07:00:34","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=7936"},"modified":"2015-07-02T12:09:13","modified_gmt":"2015-07-02T11:09:13","slug":"la-vente-bouleversee-par-le-numerique","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2015\/06\/la-vente-bouleversee-par-le-numerique\/","title":{"rendered":"La vente boulevers\u00e9e par le num\u00e9rique"},"content":{"rendered":"<p><em>La mont\u00e9e en puissance du web bouleverse les organisations \u00e0 tous les niveaux et impose aux entreprises d\u2019ajuster leurs strat\u00e9gies de relation client. Ces changements alimentent les d\u00e9bats autour de l\u2019\u00e9volution de la vente\u00a0: quels sont les facteurs de cette transformation ? Y a-t-il encore une place pour les points de vente physiques dans la relation client ? Quels sont les enjeux actuels pour les r\u00e9seaux physiques ?<\/em> \u00a0<em>Cet \u00e9t\u00e9, SolucomINSIGHT a choisi de vous proposer toute une s\u00e9rie d\u2019articles sur cette n\u00e9cessaire transformation des entreprises.<\/em><\/p>\n<h2>Avec le num\u00e9rique, l\u2019av\u00e8nement de l\u2019exp\u00e9rience client<\/h2>\n<p>Pour conserver leurs parts de march\u00e9 et fid\u00e9liser la client\u00e8le, les marques cherchent \u00e0 proposer une exp\u00e9rience client personnalis\u00e9e. Elles sont en effet de plus en plus nombreuses \u00e0 offrir un service unique fond\u00e9 sur la connaissance et la reconnaissance du client, de son profil comme de ses besoins et attentes, affirmant ainsi un style relationnel sp\u00e9cifique. On voit de nouveaux mod\u00e8les \u00e9merger, fond\u00e9s sur la recommandation entre pairs (j\u2019ach\u00e8te ce que mes amis ach\u00e8tent) et entre personnes de m\u00eame profil. Les marques exploitent ce mod\u00e8le en proposant \u00e0 leurs clients en ligne d\u2019\u00e9valuer les produits, ce qui leur donne un niveau de cr\u00e9dibilit\u00e9 en fonction de leur fr\u00e9quence d\u2019achat. C\u2019est le cas sur le site <u><a href=\"http:\/\/www.sephora.fr\/\" target=\"_blank\">sephora.fr<\/a><\/u> ou pour <a href=\"http:\/\/www.amazon.fr\/\" target=\"_blank\">Amazon<\/a>, qui disposent d\u2019une batterie de testeurs volontaires. Car le constat est simple : un produit, m\u00eame mal not\u00e9, se vend mieux qu\u2019un produit non not\u00e9.<\/p>\n<h2>Un nouvel \u00e9quilibre concurrentiel<\/h2>\n<p>L\u2019arriv\u00e9e de nouveaux entrants en rupture par rapport aux r\u00e9seaux de distribution classiques bouleverse l\u2019\u00e9quilibre concurrentiel. Pour certains en effet, pas n\u00e9cessairement <em>low cost<\/em>, pas de point de vente physique\u00a0:\u00a0la relation client est d\u00e9mat\u00e9rialis\u00e9e, les opportunit\u00e9s de contacts humains r\u00e9duites. Les impacts varient selon les secteurs. Dans la grande distribution par exemple, l\u2019arriv\u00e9e du <em>drive<\/em> a stopp\u00e9 l\u2019essor des <em>hard discounters<\/em> et la course aux prix bas, en s\u00e9duisant par un apport de service diff\u00e9renciant\u00a0: le consommateur gagne du temps en commandant depuis chez lui, pour un prix identique aux magasins. <strong>Face \u00e0 des clients plus exigeants et plus inform\u00e9s, les vendeurs adaptent leurs postures.<\/strong> Les espaces client se structurent d\u00e9sormais en fonction des besoins client et non plus en fonction des lignes de produits ou de services. Les guichets de La Poste sont par exemple distincts selon que vous veniez retirer un colis ou r\u00e9aliser une op\u00e9ration financi\u00e8re. Les op\u00e9rations simples (acheter des timbres ou peser une enveloppe) sont quant \u00e0 elles accessibles sur une borne.<\/p>\n<h2>Le m-commerce et le d\u00e9veloppement du multicanal<\/h2>\n<p>Le mobile permet aujourd\u2019hui d\u2019acheter, mais il favorise surtout la continuit\u00e9 dans le parcours client. Tablettes et <em>smartphones<\/em> permettent un pont entre deux univers ; le client retrouve sur son <em>smartphone<\/em> l\u2019offre re\u00e7ue par mail, ou le produit qu\u2019il veut, car il l\u2019a mis dans son panier sur l\u2019application. Le consommateur souhaite une exp\u00e9rience compl\u00e9mentaire et fluide.<\/p>\n<h2>Le point de vente peut-il dispara\u00eetre avec le num\u00e9rique ?<\/h2>\n<p>Face \u00e0 une \u00e9quation \u00e9conomiquement complexe et quel que soit leur contexte, toutes les marques s\u2019interrogent sur la place de leur r\u00e9seau physique dans leur dispositif de vente. Dans l\u2019assurance, de nouveaux mod\u00e8les de distribution en ligne ne bouleversent pas encore les mod\u00e8les traditionnels. <a href=\"http:\/\/www.enass.fr\/PDF\/travaux_recherche\/MBA_ENASS_2012_BECKER_2012_distribution-assurance.pdf\" target=\"_blank\">Les ventes d\u2019assurances en ligne ne repr\u00e9sentent encore que 3% du march\u00e9 de l\u2019assurance.<\/a><\/p>\n<p>Dans les t\u00e9l\u00e9coms, l\u2019arriv\u00e9e de Free en tant que quatri\u00e8me op\u00e9rateur mobile, sans r\u00e9seau de vente physique, a contraint les autres op\u00e9rateurs \u00e0 lancer leur propre marque full web et a entra\u00een\u00e9 la baisse des marges de Bouygues et SFR. Le r\u00e9seau physique a pourtant toujours sa place, mais il doit \u00eatre repens\u00e9 pour servir l\u2019exp\u00e9rience de marque que l\u2019entreprise souhaite faire vivre \u00e0 ses clients. Comme en t\u00e9moigne l\u2019enqu\u00eate Solucom\u00a0\/\u00a0OpinionWay, <a href=\"http:\/\/www.bankobserver-solucom.fr\/resultats\/\" target=\"_blank\">55% des clients de banques en ligne trouveraient utile que la leur se dote d\u2019une agence<\/a>, d\u2019un relais pr\u00e8s de chez eux.<\/p>\n<p>Les strat\u00e9gies sont diff\u00e9rentes selon les secteurs. Mais dans tous les cas, les entreprises int\u00e8grent cette d\u00e9marche \u00e0 la strat\u00e9gie globale de l\u2019entreprise, tout en formant leurs employ\u00e9s (vendeurs mais pas seulement) afin que ces derniers deviennent de r\u00e9els ambassadeurs de la marque. L\u2019enjeu est tr\u00e8s fort non seulement en termes d\u2019image de marque mais aussi d\u2019un point de vue purement \u00e9conomique.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La mont\u00e9e en puissance du web bouleverse les organisations \u00e0 tous les niveaux et impose aux entreprises d\u2019ajuster leurs strat\u00e9gies de relation client. Ces changements alimentent les d\u00e9bats autour de l\u2019\u00e9volution de la vente\u00a0: quels sont les facteurs de cette&#8230;<\/p>\n","protected":false},"author":47,"featured_media":7938,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,1729,37,32,34,43,42],"tags":[409,1441],"coauthors":[805],"class_list":["post-7936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assurance","category-banque","category-digital-innovation","category-marketing-relation-client","category-strategie-d-entreprise","category-telcos","category-transport","tag-numerique","tag-vente"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La vente boulevers\u00e9e par le num\u00e9rique - RiskInsight<\/title>\n<meta name=\"description\" content=\"La mont\u00e9e en puissance du num\u00e9rique bouleverse les organisations \u00e0 tous les niveaux et impose aux entreprises d\u2019ajuster leurs strat\u00e9gies de relation client.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La vente boulevers\u00e9e par le num\u00e9rique - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"La mont\u00e9e en puissance du num\u00e9rique bouleverse les organisations \u00e0 tous les niveaux et impose aux entreprises d\u2019ajuster leurs strat\u00e9gies de relation client.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/\" \/>\n<meta property=\"og:site_name\" content=\"RiskInsight\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-30T07:00:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-07-02T11:09:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2015\/07\/Cross-canal_43213529_Subscription_Monthly_XL-\u00a9-lassedesignen-Fotolia.com_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"4288\" \/>\n\t<meta property=\"og:image:height\" content=\"2848\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Isabelle Chapis\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isabelle Chapis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/\"},\"author\":{\"name\":\"Isabelle Chapis\",\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/en\/#\/schema\/person\/3b394285ddfc67801faf4dcfd742d86e\"},\"headline\":\"La vente boulevers\u00e9e par le num\u00e9rique\",\"datePublished\":\"2015-06-30T07:00:34+00:00\",\"dateModified\":\"2015-07-02T11:09:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/\"},\"wordCount\":795,\"publisher\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/06\/la-vente-bouleversee-par-le-numerique\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2015\/07\/Cross-canal_43213529_Subscription_Monthly_XL-\u00a9-lassedesignen-Fotolia.com_.jpg\",\"keywords\":[\"num\u00e9rique\",\"vente\"],\"articleSection\":[\"M\u00e9tiers - Assurance\",\"M\u00e9tiers - Banque\",\"M\u00e9tiers - Digital &amp; 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