{"id":3928,"date":"2022-01-21T10:58:06","date_gmt":"2022-01-21T09:58:06","guid":{"rendered":"https:\/\/i-toile.com\/?p=3928"},"modified":"2022-01-21T11:25:06","modified_gmt":"2022-01-21T10:25:06","slug":"les-chiffres-a-retenir-de-lannee-2021-malgre-le-covid","status":"publish","type":"post","link":"https:\/\/i-toile.com\/en\/blog\/ecrans-digitaux\/les-chiffres-a-retenir-de-lannee-2021-malgre-le-covid\/","title":{"rendered":"KEY FIGURES TO REMEMBER FROM 2021, DESPITE COVID"},"content":{"rendered":"
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LES CHIFFRES A RETENIR DE L'ANN\u00c9E 2021, MALGR\u00c9 LE COVID<\/h1>

Shopping : plus que jamais, mais jamais plus comme avant<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tUne maturit\u00e9 digitale en hausse\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tPouss\u00e9es par l\u2019urgence, les enseignes ont multipli\u00e9 les investissements\net les d\u00e9ploiements. De la vitrine au back-office, ces nouveaux\nterminaux et solutions logicielles tirent la maturit\u00e9 g\u00e9n\u00e9rale\ndu secteur.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tLe vendeur plus que jamais\nau centre du jeu\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tAugment\u00e9, inform\u00e9, connect\u00e9, le vendeur fait l\u2019objet de toutes les\nattentions. Son intervention reste pl\u00e9biscit\u00e9e par les clients, et son\n\u00e9quipement fait d\u00e9sormais figure de priorit\u00e9.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"digital\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tDes b\u00e9n\u00e9fices \u00e0 tous les niveaux\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tLe taux d\u2019\u00e9quipement digital des magasins, d\u00e9j\u00e0 \u00e9lev\u00e9, continue de\nprogresser, notamment pour autonomiser l\u2019acte d\u2019achat. Ses b\u00e9n\u00e9fices\nse font ressentir \u00e0 tous les niveaux, et en particulier en termes\nd\u2019attractivit\u00e9 : 93 % des enseignes \u00e9quip\u00e9es constatent une am\u00e9lioration\nde leur image de marque.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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81 %<\/h2>

Des consommateurs qui s'engagent sur le plan \u00e9motionnel feront la promotion de la marque aupr\u00e8s de leur entourage et d\u00e9penseront davantage.
<\/span>D\u2019apr\u00e8s Cap Gemini, Loyalty Deciphered - HowEmotions Drive Genuine Engagemen<\/b><\/i><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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86 %<\/h2>

Des consommateurs seraient pr\u00eats \u00e0 payer jusqu'\u00e0 25 % de plus pour avoir une meilleure exp\u00e9rience d'achat.

D\u2019apr\u00e8s Customer Exp\u00e9rience Report publi\u00e9 par Rightnow  <\/b><\/i><\/span><\/p>
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71 % <\/h2>

Des retaillers interrog\u00e9s assure que la crise sanitaire \u00e0 acc\u00e9l\u00e9rer la mise en place d'une strat\u00e9gie digitale sur leur point de vente.

D\u2019apr\u00e8s le barom\u00e8tre smart Retail de Samsung en 2021 <\/i><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Why ?<\/h2>

Pourquoi?? Parce que les contenus visuels influencent, inspirent et facilitent la m\u00e9morisation. Mais une question revient sans cesse: que mettre sur les \u00e9crans, comment les animer en permanence dans le magasin?\n\nBien s\u00fbr il est n\u00e9cessaire d\u2019avoir une d\u00e9marche cr\u00e9ative dans l\u2019approche des contenus et dans leur d\u00e9clinaison, mais il ne faut pas oublier la fonction essentielle des \u00e9crans en magasins: communiquer avec les clients et s\u2019en servir pour leur offrir plus de services. Ainsi, un des principaux freins \u00e0 l\u2019achat est le temps d\u2019attente, les \u00e9crans peuvent constituer une merveilleuse diversion \u00e0 cette sensation d\u2019attente, et bien plus. A chaque secteur, sa r\u00e9ponse, voici un tour d\u2019horizon des bonnes pratiques: <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Valentina Candeloro - directrice marketing de mood internationnal<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tAlimentation<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

Les \u00e9crans dans les grandes surfaces alimentaires doivent d\u2019abord aider les clients \u00e0 trouver les promotions, \u00e0 comprendre quelles sont les nouveaut\u00e9s en termes de produits et de services dans le magasin, mais aussi l\u2019\u00e9tat de disponibilit\u00e9 des stocks. Les clients ont besoin d\u2018\u00eatre alert\u00e9s quand leurs produits pr\u00e9f\u00e9r\u00e9s ne sont plus accessibles.<\/p>

C\u2019est d\u2019ailleurs un des grands avantages de l\u2019e-commerce que la grande distribution peut reprendre via l\u2019utilisation de la RFID notamment pour la gestion des stocks en temps r\u00e9el. Ainsi la marque chinoise 7fresh en Chine a install\u00e9 des miroirs magiques pour afficher la disponibilit\u00e9 des produits. Un r\u00e9el enjeu quand on pense que 36%* des clients se souviennent avoir vu des informations sur les produits dans les \u00e9crans d\u2019un magasin, c\u2019est le troisi\u00e8me item derri\u00e8re la musique et les promotions diffus\u00e9es en spots.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBeaut\u00e9 et-pr\u00eat-\u00e0-porter<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

Dans ce secteur, les clients sont attir\u00e9s par tout ce qui brille, 39%* des clients de magasins de pr\u00eat-\u00e0-porter disent avoir \u00e9t\u00e9 attir\u00e9s dans un magasin apr\u00e8s avoir remarqu\u00e9 \u00ab un contenu engageant sur les \u00e9crans du magasin \u00bb situ\u00e9 \u00e0 l\u2019int\u00e9rieur. S\u2019ils pl\u00e9biscitent les informations servicielles (d\u2019ailleurs l\u2019utilisation de vid\u00e9os \u00abtutoriels\u00bb est tr\u00e8s pertinente), les clients sont tr\u00e8s attentifs au contenus \u00ablifestyle\u00bb et musique, ils ont besoin de divertissements. Un des exemples pourrait \u00eatre le magasin de sport ProDirect \u00e0 Londres.\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tRestauration Rapide<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

En restauration rapide, 58%* des clients se rappellent de messages pr\u00e9cis vus sur des \u00e9crans digitaux, mais les clients ont l\u00e0 aussi besoin d\u2019actualit\u00e9s et divertissement, d\u2019ailleurs 4 clients sur 10* disent aussi avoir appr\u00e9ci\u00e9 regarder un programme t\u00e9l\u00e9vis\u00e9. Dans les contenus, ils pl\u00e9biscitent la musique, les clips mais aussi la m\u00e9t\u00e9o.<\/p>

Selon une \u00e9tude sur des clients de fast-food, la file d\u2019attente serait un grand vecteur d\u2019abandon de commande<\/b>.<\/p>

En effet, 57% des consommateurs \u00e9tudi\u00e9s choisiraient de quitter la file si celle-ci comporte plus de 5 personnes. Chiffre montant \u00e0 91% pour plus de 10 personnes !<\/p>

Les bornes repr\u00e9sentent donc de fait un excellent moyen d\u2019endiguer ce ph\u00e9nom\u00e8ne.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tPharmacie<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

24%* des clients en pharmacie \u00e0 travers le monde affirment \u00eatre rest\u00e9s plus longtemps gr\u00e2ce \u00e0 un contenu engageant sur les \u00e9crans en magasin. Les \u00e9crans doivent avant tout y relayer les promotions, mais ont aussi une fonction p\u00e9dagogique sur les produits: comment utiliser les m\u00e9dicaments, les cr\u00e8mes, le param\u00e9dical, etc. Un \u00e9l\u00e9ment qui correspond bien \u00e0 ce point de vente particulier dans lequel les conseils et un gain de place sont essentiels<\/p>

\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBanque<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

Si les \u00e9crans sont appr\u00e9ci\u00e9s par un tiers* des clients et qu\u2019ils souhaitent y d\u00e9couvrir de nouveaux services, ils ont \u00e9galement besoin d\u2019\u00eatre divertis par des vid\u00e9os utiles ou int\u00e9ressantes diffus\u00e9es sur les \u00e9crans. Avec les \u00e9crans, les marques doivent \u00e0 la fois penser en termes de plan m\u00e9dia (quels contenus pour quelle implantation et quelle cible) mais aussi en termes d\u2019exp\u00e9rience client: \u00e0 quel moment offrir des services, cr\u00e9er de l’interactivit\u00e9 , de la surprise, du jeu, de l\u2019\u00e9motion.<\/p>

\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Les progr\u00e8s techniques, comme r\u00e9cemment l\u2019annonce des \u00e9crans enroulables, ouvrent des possibilit\u00e9s infinies. Aux marques de s\u2019en saisir!<\/p>

*Source : Etude \u00ab Am\u00e9liorer l\u2019exp\u00e9rience client en magasin : l\u2019impact du marketing sensoriel \u00bb Walnut Unlimited pour Mood Media r\u00e9alis\u00e9e dans 9 pays (Etats-Unis, Australie, Chine, Hollande, Belgique, France, Allemagne, Espagne, Royaume-Uni)<\/em><\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Qu’elle est la valorisation , les bienfaits et l’impacte des \u00e9crans digitaux en 2021 dans les boutiques, magasins ou en 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