{"id":104483,"date":"2015-01-22T16:37:00","date_gmt":"2015-01-22T16:37:00","guid":{"rendered":"https:\/\/ac-franchise.com\/article\/le-web-to-store-un-canal-de-vente-incontournable-pour-les-reseaux-de-franchise-6841"},"modified":"2015-01-22T16:37:00","modified_gmt":"2015-01-22T16:37:00","slug":"le-web-to-store-un-canal-de-vente-incontournable-pour-les-reseaux-de-franchise-6841","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/le-web-to-store-un-canal-de-vente-incontournable-pour-les-reseaux-de-franchise-6841","title":{"rendered":"Le web to store : un canal de vente incontournable pour les r\u00e9seaux de franchise"},"content":{"rendered":"
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Le\u00a0 consommateur 2013 \u00e9tait multicanal et ax\u00e9 sur la recherche d\u2019informations <\/b>sur les commerces, les produits et services avant d\u2019aller en magasin. Les commer\u00e7ants ne mesuraient pas encore\u00a0 les enjeux du Web-to- Store et les raisons motivant l\u2019achat en magasin. On en est-on aujourd\u2019hui fin 2014\u00a0<\/b>?\u00a0 Mappy, leader de la recherche locale par la carte, d\u00e9voile les r\u00e9sultats de la deuxi\u00e8me \u00e9dition de son barom\u00e8tre sur le Web-to-Store, r\u00e9alis\u00e9 en partenariat avec BVA. selon cette \u00e9tude – r\u00e9alis\u00e9e aupr\u00e8s de 2\u00a0066 internautes (de 18 \u00e0 64 ans) et 506 commer\u00e7ants- \u00a091 % des consommateurs sond\u00e9s d\u00e9clarent s’informer sur la toile avant de se rendre en magasin<\/b><\/span><\/span> Si le magasin a bien sa place dans le parcours client, il est capital que les commer\u00e7ants en soient convaincus (seulement 25% s\u2019y int\u00e9ressent vraiment) et l\u2019accompagnent dans sa d\u00e9marche qui va du web au magasin en accentuant la digitalisation de leurs points de vente. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un consommateur hyper connect\u00e9 <\/h2>\n

La part des personnes interrog\u00e9es ayant effectu\u00e9 une recherche sur Internet avant d’acheter un produit en commerce de proximit\u00e9 a progress\u00e9 pour atteindre 91% , contre 78% en 2013.<\/b> Le e-commerce fait partie du quotidien en mati\u00e8re d\u2019achat, puisqu’ils sont aujourd’hui 97% \u00e0 avoir r\u00e9alis\u00e9 un achat total web (recherche + achat en ligne), contre 88% l’an pass\u00e9.
Les moteurs de recherche (75%) apparaissent comme les principales sources d’informations avant achat<\/b>, devant les pure-players<\/b> 54% ou encore les sites de marques et d’enseignes\u00a0 \u00e0 44%. Les sites web des commer\u00e7ants de proximit\u00e9 ne sont sollicit\u00e9s qu\u2019\u00e0 14%. <\/span> <\/span>
Les infos les plus recherch\u00e9es sont\u00a0: v\u00e9rification du prix et disponibilit\u00e9 du produit avant de se rendre en magasin, ainsi que les informations relative au point de vente (55% pour les deux)<\/b>. Un potentiel encore sous-exploit\u00e9 en mati\u00e8re de click & collect (commande sur Internet, puis retrait en magasin). Il arrive seulement en 9\u00e8me position des usages actuels (40%), mais en 3\u00e8me position des services qui int\u00e9resseraient le plus les acheteurs (90%). Une disparit\u00e9 en fonction des produits recherch\u00e9s. l’\u00e9lectronique, 82% des consommateurs s\u2019informent en ligne avant d’acheter un produit en magasin, 77% pour l’\u00e9lectrom\u00e9nager, 74% pour le tourisme et 68% pour les produits culturels & jeux.<\/span><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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les commer\u00e7ants en d\u00e9calage par rapport au comportement des clients<\/h2>\n

Selon cette \u00e9tude, les \u00a0commer\u00e7ants interrog\u00e9s pensent que 14% seulement des consommateurs font une recherche sur Internet avant d\u2019acheter en commerce de proximit\u00e9<\/b>, (moins 5% par rapport \u00e0 l’ann\u00e9e derni\u00e8re) et de plus en plus convaincus que les consommateurs ne font pas de recherche avant de se d\u00e9placer dans leur commerce (51% contre 34% l\u2019an dernier). Ils continuent de penser que le relationnel et la dimension de conseil sont les deux principales raisons qui motivent l\u2019achat en magasin<\/b> (respectivement 40%, en baisse de 7 pts) Tandis que 55% des consommateurs se disent pr\u00eats \u00e0 se passer des conseils apport\u00e9s par les vendeurs sp\u00e9cialis\u00e9s des commerces de proximit\u00e9, contre 29% des commer\u00e7ants. <\/span>
Autre indicateur de fond\u00a0: 68% des consommateurs sont dispos\u00e9s \u00e0 acheter sur Internet les produits de commerces de proximit\u00e9 alors que seulement 45% des commer\u00e7ants imaginent ce comportement d\u2019achat<\/b>.
Pr\u00e8s de la moiti\u00e9 des commer\u00e7ants interrog\u00e9s (47%) d\u00e9clarent avoir un site Internet dont 37% pr\u00e9sents sur les r\u00e9seaux sociaux. 21% investissent dans des campagnes d\u2019emailings ou newsletters, et 21%\u00a0 dans des parutions payantes sur des annuaires en ligne.
Il reste que seulement 74% des commer\u00e7ants sond\u00e9s ayant investi en communication en 2013, ont limit\u00e9 leur budget sur le web (moins de 50% de leur budget pub total)<\/p>\n

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Le\u00a0 consommateur 2013 \u00e9tait multicanal et ax\u00e9 sur la recherche d\u2019informations sur les commerces, les produits et services avant d\u2019aller en magasin. Les commer\u00e7ants ne mesuraient pas encore\u00a0 les enjeux du Web-to- Store et les raisons motivant l\u2019achat en magasin. On en est-on aujourd\u2019hui fin 2014\u00a0?\u00a0 Mappy, leader de la recherche locale par la carte, […]<\/p>\n","protected":false},"author":42,"featured_media":96881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[1842],"class_list":["post-104483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nLe web to store : une strat\u00e9gie incontournable pour les r\u00e9seaux de franchise<\/title>\n<meta name=\"description\" content=\"Le\u00a0 consommateur 2013 \u00e9tait multicanal et ax\u00e9 sur la recherche d\u2019informations sur les commerces, les produits et services avant d\u2019aller en magasin. 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