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Petit Club "Le Commerce On/Off" - présentation DigitasLBI

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Présentation de Mathieu Morgensztern au Petit Club du 8 avril 2015 à l'Union des Annonceurs.

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Petit Club "Le Commerce On/Off" - présentation DigitasLBI

  1. 1. PETIT WEB COMMERCE ON / OFF WHAT’S
  2. 2. UNE ETUDE ANNUELLE UNE METHODOLOGIE : RESPONSIVE RETAIL UN LAB ET DE TRES NOMBREUX PROTOTYPES Baromètre N°4 le 28 Avril 2
  3. 3. Préparation du shopping, recherche de produits dans les linéaires, augmentation du panier moyen Des expériences digitales in-store aussi excitantes, efficaces et personnelles que le on-line La capacité de reconnaître un client avant transaction et lui servir une proposition personnalisée en magasin Maximiser l’usage des contenus riches du site pour le déployer en rayon Une utilisation du social au service de la performance commerciale Une seul référentiel client et produit LES 6 LEVIERS DU RESPONSIVE RETAIL Préparation Expérience Reconnaissance Contenus Social Unicité
  4. 4. 2015, L’ANNEE DE L’INDUSTRIALISATION DES BEACONS • Tous les fabricants ne se valent pas. • Le sécurité n’est pas toujours gérée. • Bien choisir son scénario pour éviter de créer une pression marketing trop importante. • Le déploiement massif et la gestion de flotte est embryonnaire. L’OBJET QUI UNIFIE LES 2 MONDES MAIS :
  5. 5. QUELQUES SIGNES FORTS AUX US - MACYS UN DES RETAILERS LES PLUS OMNI- CANAUX • SHOP-KICK POWERED BEACON • DEPLOIEMENT US NATIONAL • 4.000 BEACONS FIN AUTOMNE 2015 • PROMOTIONS PAR RAYON • REWARDS • RECOMMENDATION PRODUIT
  6. 6. SEPHORA ANNONCE 4 PROGRAMMES MAJEURS AUX US BEACON: Après un test a San Francisco, déploiement national de Beacons: Alertes et promotions temps réel, update du programme de fidélité (à l’extérieur et intérieur du magasin). 82% des consommateurs ont été opt-in au trial SF SEPHORA FLASH: 10$ / an pour un delivery en 2 jours REALITE AUGMENTEE POCKET CONTOUR: un tutorial step-by- step QUELQUES SIGNES FORTS AUX US - SEPHORA
  7. 7. L’EXERIENCE AU CŒUR DE L’APPROCHE RESPONSIVE RETAIL
  8. 8. BAROMETRE DU COMMERCE CONNECTE RENDEZ-VOUS LE 28 AVRIL mathieu.morgensztern@digitaslbi.com

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