{"id":7964,"date":"2015-07-06T12:40:09","date_gmt":"2015-07-06T11:40:09","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=7964"},"modified":"2015-07-06T13:03:33","modified_gmt":"2015-07-06T12:03:33","slug":"le-phygital-la-revolution-des-points-de-vente","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2015\/07\/le-phygital-la-revolution-des-points-de-vente\/","title":{"rendered":"Le phygital : la r\u00e9volution des points de vente"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>Le phygital d\u00e9signe la mise en sc\u00e8ne de l\u2019offre digitale de l\u2019entreprise dans son r\u00e9seau physique de vente. Les standards du point de vente moderne \u00e9voluent en ce sens. Des marques textiles se sont par exemple dot\u00e9es de miroirs tactiles et connect\u00e9s offrant aux clients la possibilit\u00e9 de se prendre en photo lors de l\u2019essayage et \u00e9galement de demander en live l\u2019avis de leurs amis via Twitter. Derri\u00e8re la satisfaction des attentes du client, il y a pour les entreprises un enjeu de diff\u00e9renciation, en particulier avec des concurrents low cost qui n\u2019investissent que tr\u00e8s rarement dans les points de vente. C\u2019est par l\u2019innovation que le magasin garantira sa place au centre du processus d\u2019achat.<\/em><\/p>\n<h2>Modifier l\u2019organisation des points de vente<\/h2>\n<p style=\"text-align: justify;\">Le point de vente va devoir se r\u00e9organiser pour d\u00e9limiter des espaces diff\u00e9rents selon les besoins du client\u00a0:<\/p>\n<ul style=\"list-style-type: circle;\">\n<li style=\"text-align: justify;\">Accueil et orientation, avec prise en compte de la gestion de l\u2019attente.<\/li>\n<li style=\"text-align: justify;\">Bornes d\u2019information et d\u2019exp\u00e9rimentation, souvent avec des bornes en libre acc\u00e8s.<\/li>\n<li style=\"text-align: justify;\">Espace vente et conseil : les nouvelles postures de service demandent des espaces de convivialit\u00e9 favorisant l\u2019\u00e9coute et l\u2019\u00e9change avec le client.<\/li>\n<\/ul>\n<p>Ces am\u00e9nagements incluront dans la plupart des cas le concept de digital<em> in store<\/em> : de l\u2019\u00e9quipement des vendeurs au mobilier du magasin, l\u2019espace de conseil et de vente se digitalise.<\/p>\n<p>Le point de vente devra \u00e9galement adapter ses horaires d\u2019ouverture aux attentes d\u2019une client\u00e8le qui s\u2019est habitu\u00e9e sur le web \u00e0 consommer en fonction de sa propre disponibilit\u00e9 et pas celle de la marque. Les banques sont particuli\u00e8rement concern\u00e9es : selon l\u2019\u00e9tude <a href=\"http:\/\/www.solucom.fr\/communique_metier\/moyens-de-paiement-les-francais-attendent-plus-de-leur-banque-enquete-banque-solucom-et-opinionway\/\">OpinionWay \/ Solucom<\/a>, 51% des clients souhaitent des horaires d\u2019ouverture plus \u00e9tendus et flexibles.<\/p>\n<h2>Mettre en sc\u00e8ne le phygital\u00a0: le magasin, incarnation physique de l\u2019offre web de la marque<\/h2>\n<p>La conception des points de vente doit mettre en sc\u00e8ne la compl\u00e9mentarit\u00e9 physique \/ digital et organiser les rebonds et interactions entre les deux mondes.<br \/>\nIndiff\u00e9remment, l\u2019achat doit pouvoir \u00eatre initi\u00e9 en ligne ou en point de vente. Si quelques enseignes de la distribution ou du <em>high-tech<\/em> tendent vers cet id\u00e9al, la d\u00e9marche est encore balbutiante dans des secteurs comme l\u2019assurance, la banque ou m\u00eame le transport.<br \/>\nDans une approche\u00a0phygital, la borne interactive joue un r\u00f4le important. Elle propose des jeux concours, des photomontages, des scans de produits (infos compl\u00e9mentaires) et des interactions ext\u00e9rieures. Autant de fonctionnalit\u00e9s qui incitent les clients \u00e0 interagir avec la marque et ses produits. Le point de vente, lui, r\u00e9cup\u00e8re des avis, r\u00e9colte de l\u2019<em>opt-in<\/em><strong>*<\/strong> qualifi\u00e9 (en particulier si le client pr\u00e9sente sa carte de fid\u00e9lit\u00e9) et peut ainsi g\u00e9n\u00e9rer du chiffre d\u2019affaires suppl\u00e9mentaire.<br \/>\nEnfin, n\u2019oublions pas que tous les objets du magasin (cintres, boitiers\u2026) peuvent \u00eatre connect\u00e9s avec une simple puce RFID. Une v\u00e9ritable <a href=\"http:\/\/www.solucominsight.fr\/2013\/11\/digital-in-store-repenser-lexperience-client-en-magasin\/\">digitalisation du point de vente<\/a> et un <a href=\"http:\/\/www.lesechos.fr\/idees-debats\/cercle\/cercle-119344-cross-canal-un-facilitateur-dachat-pour-une-experience-client-reussie-1070001.php\">cross-canal<\/a> av\u00e9r\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>*<\/strong> Par <em>opt-in<\/em> on entend les adresses mail client et leur accord pour recevoir des courriels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le phygital d\u00e9signe la mise en sc\u00e8ne de l\u2019offre digitale de l\u2019entreprise dans son r\u00e9seau physique de vente. Les standards du point de vente moderne \u00e9voluent en ce sens. Des marques textiles se sont par exemple dot\u00e9es de miroirs tactiles&#8230;<\/p>\n","protected":false},"author":151,"featured_media":7982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,32],"tags":[587,2372,180,1567],"coauthors":[1022],"class_list":["post-7964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client","tag-digital","tag-phygital","tag-satisfaction-client","tag-vente-physique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le phygital : la r\u00e9volution des points de vente<\/title>\n<meta name=\"description\" content=\"Le phygital d\u00e9signe la mise en sc\u00e8ne de l\u2019offre digitale de l\u2019entreprise dans son r\u00e9seau physique de vente. 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