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Digitalisation du parcours client pour un commerce B to C omnicanal - Mars 2014 - MBA MCI

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Découvrez ma présentation de soutenance de thèse professionnelle (MBA MCI) relative à la digitalisation du parcours client et à son influence sur le commerce omnicanal.
Pour en savoir plus sur ma thèse professionnelle, je vous invite à consulter mon blog http://monclientdigital.fr

Publié dans : Marketing
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Digitalisation du parcours client pour un commerce B to C omnicanal - Mars 2014 - MBA MCI

  1. 1. Lise Déchamps – Thèse professionnelle – 2013 – P 1 THESE PROFESSIONNELLE MBA Marketing et Commerce sur Internet MCI PART TIME 2012/2013 Digitalisation du parcours client : Quelle stratégie mettre en place pour un commerce B to C omnicanal ? Lise Déchamps
  2. 2. Lise Déchamps – Thèse professionnelle – 2013 – P 2 Pourquoi ce sujet ?
  3. 3. Lise Déchamps – Thèse professionnelle – 2013 – P 3 Digitalisation du parcours client pour un commerce B to C omnicanal : au programme • Réconcilier commerce et e-commerce grâce au parcours client • Comment faire du digital un atout pour les magasins – Le web – Le mobile – Le digital en magasin • En conclusion sur la digitalisation du parcours client
  4. 4. Lise Déchamps – Thèse professionnelle – 2013 – P 4 Réconcilier commerce et e-commerce grâce au parcours client
  5. 5. Lise Déchamps – Thèse professionnelle – 2013 – P 5 Réconcilier commerce et e-commerce grâce au parcours client : Constat MAIS
  6. 6. Lise Déchamps – Thèse professionnelle – 2013 – P 6 Réconcilier commerce et e-commerce grâce au parcours client : Une multiplication des points de contact
  7. 7. Lise Déchamps – Thèse professionnelle – 2013 – P 7 Réconcilier commerce et e-commerce grâce au parcours client : Qu’est-ce que le parcours client omnicanal ? Evaluate Buy ExperienceAdvocate Consider Interest trigger Decision trigger Source : MacKinsey - 2009
  8. 8. Lise Déchamps – Thèse professionnelle – 2013 – P 8 Faire du web un atout pour les magasins
  9. 9. Lise Déchamps – Thèse professionnelle – 2013 – P 9 Faire du web un atout pour les magasins : Trouver un magasin sur Internet Etude Evoke – Octobre 2013
  10. 10. Lise Déchamps – Thèse professionnelle – 2013 – P 10 Faire du web un atout pour les magasins : Le Store Locator …
  11. 11. Lise Déchamps – Thèse professionnelle – 2013 – P 11 Faire du web un atout pour les magasins : Google + Local Store Locator Page Google + Local Avis Google
  12. 12. Lise Déchamps – Thèse professionnelle – 2013 – P 12 Faire du web un atout pour les magasins : Trouver un produit et le retirer en magasin
  13. 13. Lise Déchamps – Thèse professionnelle – 2013 – P 13 Faire du web un atout pour les magasins : Trouver un produit et le réserver en magasin
  14. 14. Lise Déchamps – Thèse professionnelle – 2013 – P 14 Faire du web un atout pour les magasins : Prendre rendez-vous
  15. 15. Lise Déchamps – Thèse professionnelle – 2013 – P 15 Faire du web un atout pour les magasins : Evaluer et recommander un magasin
  16. 16. Lise Déchamps – Thèse professionnelle – 2013 – P 16 Faire du web un atout pour les magasins A suivre : La page Facebook par magasin Service à surveiller
  17. 17. Lise Déchamps – Thèse professionnelle – 2013 – P 17 Faire du digital un atout pour les magasins A suivre : Trouver un produit avec Google Shopping Local
  18. 18. Lise Déchamps – Thèse professionnelle – 2013 – P 18 Faire du web un atout pour les magasins A suivre : Les assistants de pré-shopping
  19. 19. Lise Déchamps – Thèse professionnelle – 2013 – P 19 Faire du web un atout pour les magasins A suivre : Le marketplace to store
  20. 20. Lise Déchamps – Thèse professionnelle – 2013 – P 20 Faire du web un atout pour les magasins : En synthèse, 5 axes
  21. 21. Lise Déchamps – Thèse professionnelle – 2013 – P 21 Le mobile, trait d’union entre web et magasin
  22. 22. Lise Déchamps – Thèse professionnelle – 2013 – P 22 Le mobile, trait d’union entre web et magasin : A proximité du magasin
  23. 23. Lise Déchamps – Thèse professionnelle – 2013 – P 23 Le mobile, trait d’union entre web et magasin : Dans le magasin
  24. 24. Lise Déchamps – Thèse professionnelle – 2013 – P 24 Le mobile, trait d’union entre web et magasin : Sur le produit
  25. 25. Lise Déchamps – Thèse professionnelle – 2013 – P 25 Le digital en magasin : Quels outils pour quels usages ?
  26. 26. Lise Déchamps – Thèse professionnelle – 2013 – P 26 Le digital en magasin : Le mobilier
  27. 27. Lise Déchamps – Thèse professionnelle – 2013 – P 27 Temps Big Data Conseil Sur-mesure Paiement Le digital en magasin : Pour recentrer le vendeur sur son métier
  28. 28. Lise Déchamps – Thèse professionnelle – 2013 – P 28 Le digital en magasin : De nouvelles formes de magasins Créer l’événément Développer le service Faciliter l’achat Se rapprocher de ses clients
  29. 29. Lise Déchamps – Thèse professionnelle – 2013 – P 29 Le digital en magasin : Un problème demeure
  30. 30. Lise Déchamps – Thèse professionnelle – 2013 – P 30 En conclusion
  31. 31. Lise Déchamps – Thèse professionnelle – 2013 – P 31 En synthèse : Les principaux points de contact du parcours client omnicanal
  32. 32. Lise Déchamps – Thèse professionnelle – 2013 – P 32 Digitalisation du parcours client pour un commerce B to C omnicanal : Ils m’ont dit « Le principal problème des magasins, c’est qu’il n’y a pas de moteur de recherche. » Jean-Marc MEGNIN – DG de Shoppermind « Pour les distributeurs, il faut investir dans le contenu pour tisser un lien émotionnel avec les clients. » Fred CAVAZZA – Blogueur et conférencier « La relation client ne commence pas à l’entrée du magasin mais bien avant sur internet. » Cyril LAURENT – DG de Leadformance « Sur les Champs-Elysées du web, c’est Google l’agent immobilier. » Pascal THOMAS – PDG de Mappy « Il faut faire du digital le meilleur allié des collaborateurs. » Stéphane ROQUET – Quality Partner de Qualimétrie
  33. 33. Lise Déchamps – Thèse professionnelle – 2013 – P 33 Digitalisation du parcours client pour un commerce B to C omnicanal : Pour en savoir plus Contactez-moi : @lisedechamps http://www.scoop.it/t/digital-et-experience-client http://www.pinterest.com/lisedechamps/multi-canal-et- exp%C3%A9rience-client/ Monclientdigital.fr
  34. 34. Lise Déchamps – Thèse professionnelle – 2013 – P 34 Merci

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