{"id":27629,"date":"2021-07-29T10:24:37","date_gmt":"2021-07-29T14:24:37","guid":{"rendered":"https:\/\/360.agency\/?p=27629"},"modified":"2021-08-13T09:03:11","modified_gmt":"2021-08-13T13:03:11","slug":"louis-yves-cloutier-nous-parle-digital-retailing-et-omnicanal-dans-le-balado-beback","status":"publish","type":"post","link":"https:\/\/360.agency\/fr\/blog\/louis-yves-cloutier-nous-parle-digital-retailing-et-omnicanal-dans-le-balado-beback\/","title":{"rendered":"Louis-Yves Cloutier nous parle \u00ab digital retailing \u00bb et omnicanal dans le balado BeBack"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row equal_height=\u00a0\u00bbyes\u00a0\u00bb][vc_column][vc_row_inner][vc_column_inner][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">Anim\u00e9 par Pier-Olivier Beaupr\u00e9 (cofondateur de Pixel Guru), <span style=\"color: #e14940;\"><a style=\"color: #e14940;\" href=\"https:\/\/www.youtube.com\/channel\/UCe2yMMFTatNQFILECBqlyjA\">BeBack<\/a><\/span> est le tout premier balado francophone exclusivement d\u00e9di\u00e9 aux concessionnaires automobiles. Dans l\u2019\u00e9pisode du 4 juillet 2021, notre CEO Louis-Yves Cloutier \u00e9tait invit\u00e9 pour parler du \u00ab digital retailing \u00bb ou vente de d\u00e9tail en ligne ainsi que de la vente omnicanal.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb border_width=\u00a0\u00bb3&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1597331917285{margin-top: 0px !important;margin-bottom: 15px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbVisionner le balado\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:24px|text_align:left|line_height:28px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb][vc_empty_space][\/vc_column][vc_column][vc_video link=\u00a0\u00bbhttps:\/\/www.youtube.com\/watch?v=9Gj3risKXPE\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb border_width=\u00a0\u00bb3&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1597331917285{margin-top: 0px !important;margin-bottom: 15px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbLes temps forts de l\u2019\u00e9mission\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:24px|text_align:left|line_height:28px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb][vc_empty_space][vc_custom_heading text=\u00a0\u00bbMise au point sur le \u00ab\u2009digital retailing\u2009\u00bb\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:24px|text_align:left|line_height:28px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space][vc_row_inner][vc_column_inner][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">Le \u00ab digital retailing \u00bb ou commerce en ligne, c\u2019est <strong>tout ce qui permet de faire avancer une transaction d\u2019un consommateur dans un monde digital.<\/strong> Beaucoup pensent qu\u2019il s\u2019agit simplement de pouvoir r\u00e9aliser une transaction en ligne. Or, ce serait r\u00e9ducteur de ne parler que de transactions ou de cr\u00e9ation d&rsquo;opportunit\u00e9s en ligne. <strong>On parle plut\u00f4t d\u2019engagement de client et d&rsquo;exp\u00e9rience d\u2019achat.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><span style=\"font-family: Roboto;\">Nos \u00e9tudes ont montr\u00e9 que les visiteurs passent en moyenne 2 min sur un site web qui ne poss\u00e8de pas de module de \u00ab build and buy\u00bb. Sur les sites qui poss\u00e8dent un module de construction de v\u00e9hicules neufs et de construction de prix, la moyenne passe \u00e0 8 min. L\u2019engagement est d\u00e9j\u00e0 en cours. Les consommateurs potentiels passent du temps sur le site \u00e0 monter leur v\u00e9hicule et faire des choix de paiement. C\u2019est d\u00e9j\u00e0 une forme d\u2019engagement.<\/span> <\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-weight: 400; font-family: Roboto;\"><span style=\"font-weight: 400; font-family: Roboto;\"><span style=\"font-weight: 400; font-family: Roboto;\">Jusqu\u2019\u00e0 l\u2019ann\u00e9e derni\u00e8re, on avait encore un peu de mal \u00e0 faire comprendre aux concessionnaires comment mesurer le succ\u00e8s du \u00ab\u2009digital retailing\u2009\u00bb. Aujourd\u2019hui on le sait : c\u2019est l\u2019engagement client \u00e0 travers l\u2019ensemble du processus d\u2019achat.<\/span><\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-weight: 400; font-family: Roboto;\"><strong>Avec la covid 19, les consommateurs ont bien vu que <span style=\"color: #e14940;\"><a style=\"color: #e14940;\" href=\"https:\/\/360.agency\/fr\/solutions-pour-concessionnaires-automobiles\/solutions-automobiles-web-mobile\/vente-de-vehicules-en-ligne\/\">tout est maintenant possible \u00e0 distance<\/a><\/span> et la tendance n\u2019est pas pr\u00e8s de s\u2019inverser.<br \/>\n<\/strong><br \/>\n<\/span><\/li>\n<li><span style=\"font-family: Roboto;\"><span style=\"font-weight: 400;\">Aujourd\u2019hui, un concessionnaire se doit d&rsquo;\u00e9valuer sa pr\u00e9sence en ligne et de se demander ce qu\u2019il offre \u00e0 son client pour qu\u2019il puisse sentir qu\u2019il a le contr\u00f4le sur la construction de sa prochaine transaction (de m\u00eame que sur Amazon ou eBay).<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Pour l\u2019industrie automobile, c\u2019est un peu plus compliqu\u00e9, car ce sont des transactions complexes qui incluent de nombreux points comme les mensualit\u00e9s, la valeur d\u2019\u00e9change, la demande de cr\u00e9dit, et il ne faut pas oublier le facteur \u00e9motion qui vient s\u2019ajouter \u00e0 tout \u00e7a avec l\u2019essai du v\u00e9hicule.<\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">C\u2019est important de d\u00e9mystifier le \u00ab\u2009digital retailing\u2009\u00bb parce qu&rsquo;<strong>un client qui a construit sa transaction en ligne et qui vient essayer le v\u00e9hicule apr\u00e8s, ce n\u2019est pas un \u201cwalk in\u201d, c\u2019est bien une vente en ligne.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\">La question importante maintenant est de se demander <strong>comment faire pour <span style=\"color: #e14940;\"><a style=\"color: #e14940;\" href=\"https:\/\/360.agency\/fr\/solutions-pour-concessionnaires-automobiles\/solution-crm\/desking-360-gestionnaire-de-soumissions\/\">briser le silo entre la vente en ligne et en concession.<\/a><\/span><\/strong><\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\u00a0\u00bb27701&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][vc_custom_heading text=\u00a0\u00bbLe principe de l&rsquo;omnicanal c\u2019est quoi ?\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:24px|text_align:left|line_height:28px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space][vc_row_inner][vc_column_inner][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">La vente omnicanal permet au consommateur de <strong>s\u2019engager sans contrainte dans sa transaction de la fa\u00e7on qui lui convient et au moment o\u00f9 il le souhaite.<\/strong> C\u2019est faire en sorte qu&rsquo;il n&rsquo;y ait pas de coupure dans son exp\u00e9rience d\u2019achat.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\">Aujourd\u2019hui dans l\u2019industrie automobile on a encore tendance \u00e0 diff\u00e9rencier la vente en ligne de la vente en magasin. Mais dans la derni\u00e8re ann\u00e9e, nous avons fait un bond technologique de 5 ans en quelques mois. Le consommateur ne veut plus avoir \u00e0 recommencer son processus de recherche et d\u2019\u00e9valuation parce qu\u2019il change de support. C\u2019est contre-productif pour lui ainsi que pour le vendeur et \u00e7a g\u00e9n\u00e8re de la frustration.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\"><strong>Le client veut contr\u00f4ler son processus d\u2019achat. C\u2019est lui qui d\u00e9cide o\u00f9 et quand la transaction se fera.<\/strong> La mission du concessionnaire omnicanal est de lui offrir le plus de choix possible pour \u00eatre accessible quand il l\u2019aura d\u00e9cid\u00e9.\u00a0 En permettant d\u2019enregistrer son \u00e9valuation dans <span style=\"color: #e14940;\"><a style=\"color: #e14940;\" href=\"https:\/\/360.agency\/fr\/solutions-pour-concessionnaires-automobiles\/solutions-automobiles-web-mobile\/vente-de-vehicules-en-ligne\/\">un compte accessible en tout temps,<\/a> <\/span>le consommateur peut finaliser son achat en concession ou bien de chez lui et m\u00eame au milieu de la nuit s\u2019il le souhaite.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-weight: 400;\">Les concessionnaires doivent \u00eatre \u00e0 l\u2019\u00e9coute des changements de comportements de l\u2019acheteur pour rester pertinents, car<strong> une diff\u00e9rence m\u00eame infime entre un prix en ligne et en concession remet en question sa fiabilit\u00e9 aux yeux des consommateurs.<\/strong><\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-family: Roboto;\"><span style=\"font-weight: 400;\">Selon moi, le terme \u00ab\u2009digital retailing\u2009\u00bb est d\u00e9j\u00e0 d\u00e9pass\u00e9. D\u2019ici quelques ann\u00e9es, on parlera uniquement d\u2019 \u00ab omnichannel retailing \u00bb. <strong>Le consommateur souhaite maintenant que ce soit aussi simple d\u2019acheter son auto que sa paire de chaussures.<\/strong><\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: Roboto;\"><strong>L\u2019outil c\u2019est 50 % du travail, l\u2019autre 50 % c\u2019est la culture et les processus en concession.<\/strong> Ce n\u2019est pas parce que le concessionnaire a tous les outils que \u00e7a va marcher tout seul. Si le vendeur continue \u00e0 travailler de la m\u00eame fa\u00e7on qu\u2019avant et qu\u2019il ne comprend pas ce qu\u2019est l\u2019omnicanal, \u00e0 long terme, il perdra, parce qu\u2019il ne pourra pas atteindre les nouvelles g\u00e9n\u00e9rations d\u2019acheteurs ultras connect\u00e9s qui sont d\u00e9j\u00e0 familiers et habitu\u00e9s de ce nouveau processus d\u2019achat.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">La plupart des consommateurs aiment avoir l\u2019approbation de leurs proches pour leur futur achat automobile. Avoir toutes les informations concernant le v\u00e9hicule, les F&amp;I et les mensualit\u00e9s enregistr\u00e9es dans un compte personnel leur permet de se rassurer et d\u2019y revenir avec leurs proches pour pr\u00e9senter leur choix et finalement les engag\u00e9s eux aussi.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\u00a0\u00bb27661&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column css=\u00a0\u00bb.vc_custom_1546280528516{padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;background-color: #f6f6f6 !important;}\u00a0\u00bb offset=\u00a0\u00bbvc_hidden-sm vc_hidden-xs\u00a0\u00bb][vc_row_inner][vc_column_inner css=\u00a0\u00bb.vc_custom_1542653500497{margin-top: 20px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbEnvie de b\u00e9n\u00e9ficier des outils et de l\u2019expertise 360.Agency ?\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:center|color:%234a4a4a|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb15px\u00a0\u00bb][vc_btn title=\u00a0\u00bbContactez-nous !\u00a0\u00bb style=\u00a0\u00bbclassic\u00a0\u00bb shape=\u00a0\u00bbsquare\u00a0\u00bb color=\u00a0\u00bbjuicy-pink\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2F360.agency%2Ffr%2Fcontactez-nous%2F\u00a0\u00bb el_class=\u00a0\u00bbbutton_primary\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column css=\u00a0\u00bb.vc_custom_1546280523590{padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;background-color: #f6f6f6 !important;}\u00a0\u00bb offset=\u00a0\u00bbvc_hidden-lg vc_hidden-md\u00a0\u00bb][vc_row_inner][vc_column_inner css=\u00a0\u00bb.vc_custom_1542653500497{margin-top: 20px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbEnvie de b\u00e9n\u00e9ficier des outils et de l\u2019expertise 360.Agency ?\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:center|color:%234a4a4a|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb15px\u00a0\u00bb][vc_btn title=\u00a0\u00bbContactez-nous !\u00a0\u00bb style=\u00a0\u00bbclassic\u00a0\u00bb shape=\u00a0\u00bbsquare\u00a0\u00bb color=\u00a0\u00bbjuicy-pink\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2F360.agency%2Ffr%2Fcontactez-nous%2F\u00a0\u00bb el_class=\u00a0\u00bbbutton_primary\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_empty_space height=\u00a0\u00bb80px\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>[vc_row equal_height=\u00a0\u00bbyes\u00a0\u00bb][vc_column][vc_row_inner][vc_column_inner][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]Anim\u00e9 par Pier-Olivier Beaupr\u00e9 (cofondateur de Pixel Guru), BeBack est le tout premier balado francophone exclusivement d\u00e9di\u00e9 aux concessionnaires automobiles. Dans l\u2019\u00e9pisode du 4 juillet 2021, notre CEO Louis-Yves Cloutier \u00e9tait invit\u00e9 pour parler du \u00ab digital retailing \u00bb ou vente de d\u00e9tail en ligne ainsi que de la vente omnicanal.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/360.agency\/fr\/blog\/louis-yves-cloutier-nous-parle-digital-retailing-et-omnicanal-dans-le-balado-beback\/\" class=\"more-link\">Continuer la lecture<span class=\"screen-reader-text\"> de &laquo;&nbsp;Louis-Yves Cloutier nous parle \u00ab digital retailing \u00bb et omnicanal dans le balado BeBack&nbsp;&raquo;<\/span><\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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