{"id":958,"date":"2020-05-15T13:08:00","date_gmt":"2020-05-15T11:08:00","guid":{"rendered":"http:\/\/sensoblog.com\/?p=958"},"modified":"2021-07-12T14:34:07","modified_gmt":"2021-07-12T12:34:07","slug":"du-point-de-vente-au-site-internet-focus-sur-les-experiences-de-shopping-hybrides","status":"publish","type":"post","link":"https:\/\/www.musicotel.com\/blog\/2020\/05\/15\/du-point-de-vente-au-site-internet-focus-sur-les-experiences-de-shopping-hybrides\/","title":{"rendered":"Du point de vente au site internet : focus sur les exp\u00e9riences de shopping hybrides"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Port\u00e9s par le d\u00e9veloppement des comportements cross-canaux, de plus en plus de consommateurs naviguent aujourd\u2019hui entre les espaces physiques de vente et les sites internet des enseignes. Du point de vue du client, en effet, la marque forme un ensemble unique au sein duquel il \u00e9volue, passant d\u2019un canal \u00e0 l\u2019autre, et l\u2019exp\u00e9rience doit \u00eatre fluide. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En pratique, la plupart des acheteurs cherchent une information en ligne avant de se rendre en magasin pour visualiser le produit. L\u2019achat, ensuite, pourra \u00eatre r\u00e9alis\u00e9 soit directement en magasin soit via Internet. Le parcours d\u2019achat est donc plus complexe qu\u2019il ne l\u2019\u00e9tait auparavant, dans le sens o\u00f9 les allez-retours entre les canaux se multiplient et o\u00f9 les comportements de consommation se diversifient. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">De mani\u00e8re g\u00e9n\u00e9rale, interagir avec plusieurs canaux am\u00e9liore l\u2019exp\u00e9rience globale v\u00e9cue par le client. Les consommateurs \u00e9tant actifs et adaptables, la multiplication des interactions n\u2019est pas v\u00e9cue comme complexe, mais comme enrichissante. Cette navigation d\u2019un canal \u00e0 l\u2019autre, par ailleurs, transforme le rapport au temps, \u00e0 l\u2019espace, ainsi qu\u2019aux autres. Les interactions sociales avec le vendeur en point de vente se doublent d\u2019interactions virtuelles avec d\u2019autres consommateurs, lors de la pr\u00e9paration de l\u2019achat. Certains consommateurs cherchent m\u00eame \u00e0 faire durer l\u2019exp\u00e9rience dans le temps, et prennent plaisir \u00e0 multiplier les passages du virtuel au point de vente, ou inversement. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On peut donc parler d\u2019exp\u00e9rience de shopping \u201chybride\u201d. Une recherche r\u00e9cente a mis en exergue le fait qu\u2019\u00e0 travers cette navigation entre les canaux, les consommateurs se construisent en fait une exp\u00e9rience sur-mesure. Cette exp\u00e9rience mixte est devenue un acte du quotidien. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Du point de vue des entreprises, cela indique donc qu\u2019il n\u2019est pas indispensable d\u2019int\u00e9grer les canaux. Les clients ne semblent pas bloqu\u00e9s par les fronti\u00e8res pouvant parfois exister entre le retail et un site marchand. L\u2019accent doit en fait surtout \u00eatre mis sur la coh\u00e9rence et la fluidit\u00e9 de l\u2019exp\u00e9rience, tout en laissant au consommateur suffisamment de marge de man\u0153uvre pour qu\u2019il puisse construire sa propre exp\u00e9rience. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Port\u00e9s par le d\u00e9veloppement des comportements cross-canaux, de plus en plus de consommateurs naviguent aujourd\u2019hui entre les espaces physiques de<\/p>\n","protected":false},"author":2,"featured_media":1043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_layout":"default_layout","footnotes":""},"categories":[16],"tags":[6,12],"class_list":["post-958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-relation-client","tag-ecommerce","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Du point de vente au site internet : focus sur les exp\u00e9riences de shopping hybrides - 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