{"id":98227,"date":"2021-07-12T15:35:00","date_gmt":"2021-07-12T14:35:00","guid":{"rendered":"https:\/\/evc.extramilecommunications.dev\/why-should-retailers-change-their-approach-to-black-friday\/"},"modified":"2024-07-02T15:08:30","modified_gmt":"2024-07-02T14:08:30","slug":"why-should-retailers-change-their-approach-to-black-friday","status":"publish","type":"post","link":"https:\/\/www.evcargo.com\/fr\/why-should-retailers-change-their-approach-to-black-friday\/","title":{"rendered":"Pourquoi les d\u00e9taillants devraient-ils changer leur approche du Black Friday ?"},"content":{"rendered":"<p>\u00c0 un peu plus d&#039;une semaine du Black Friday, les d\u00e9taillants devraient \u00eatre en pleine pr\u00e9paration du Black Friday et du Cyber Monday, car ils cherchent \u00e0 tirer parti du succ\u00e8s du ph\u00e9nom\u00e8ne commercial de l&#039;ann\u00e9e derni\u00e8re. En fait, le Black Friday a attir\u00e9 <a href=\"https:\/\/www.businesswire.com\/news\/home\/20181126005829\/en\/Adobe-Analytics-Data-Shows-Cyber-Monday-Broke\">$6,2 milliards de ventes en ligne<\/a> l&#039;ann\u00e9e derni\u00e8re, une croissance de 23,6%, avec plus de <a href=\"https:\/\/nrf.com\/insights\/holiday-and-seasonal-trends\/winter-holidays\">165 millions de personnes<\/a> faire du shopping pendant le week-end.<\/p>\n<p>Ces statistiques ne sont pas surprenantes : les d\u00e9taillants sont bien habitu\u00e9s \u00e0 la fr\u00e9n\u00e9sie du week-end du Black Friday. Des ann\u00e9es de succ\u00e8s \u2013 ou d\u2019\u00e9checs \u2013 ont montr\u00e9 que lorsqu\u2019il s\u2019agit du Black Friday et du Cyber Monday, les d\u00e9taillants doivent s\u2019assurer d\u2019avoir le bon stock, au bon endroit et au bon moment. Les ann\u00e9es pr\u00e9c\u00e9dentes ont montr\u00e9 qu\u2019il ne s\u2019agit pas seulement du point de vente, mais aussi du processus de livraison et de retour.<\/p>\n<h2><strong>Plus qu&#039;un jeu de chasse aux bonnes affaires <\/strong><\/h2>\n<p>L\u2019essor du consommateur conscient signifie que les d\u00e9taillants ont d\u00fb revoir leurs strat\u00e9gies actuelles afin de rester pertinents et de montrer \u00e0 leurs clients qu\u2019ils prennent des mesures utiles et concr\u00e8tes pour devenir plus durables \u2013 et cela s\u2019\u00e9tendra au Black Friday.<\/p>\n<p>Les recherches montrent que <a href=\"https:\/\/www.unilever.com\/news\/press-releases\/2017\/report-shows-a-third-of-consumers-prefer-sustainable-brands.html\">un tiers des consommateurs <\/a>Les consommateurs choisiront d&#039;acheter aupr\u00e8s de marques qui, selon eux, font du bien \u00e0 la soci\u00e9t\u00e9 ou \u00e0 l&#039;environnement, ce qui signifie que les d\u00e9taillants ne peuvent plus se permettre de se faire concurrence uniquement sur les prix ce Black Friday. Mais pourquoi le Black Friday est-il devenu plus qu&#039;un simple jeu de chasse aux bonnes affaires pour les consommateurs ?<\/p>\n<h2><strong>Poursuivre les efforts en mati\u00e8re de d\u00e9veloppement durable <\/strong><\/h2>\n<p>Des lignes de v\u00eatements durables utilisant des v\u00eatements biologiques \u00e0 la r\u00e9duction de l&#039;empreinte carbone, en passant par la pr\u00e9vention du surstockage et l&#039;\u00e9limination de l&#039;utilisation de produits chimiques dangereux, les d\u00e9taillants ont fait de grands progr\u00e8s dans leurs efforts de d\u00e9veloppement durable cette ann\u00e9e. Pour cette raison, les d\u00e9taillants qui annoncent \u00ab leur prix le plus bas de tous les temps \u00bb avant les soldes du Black Friday ne suffiront pas \u00e0 enthousiasmer tous les consommateurs cette ann\u00e9e. Bien qu&#039;il y aura toujours des consommateurs qui se rendront dans leur grand magasin d&#039;\u00e9lectrom\u00e9nager le plus proche \u00e0 la recherche d&#039;un nouveau t\u00e9l\u00e9viseur avec 90% d\u00e9sactiv\u00e9, de nombreux consommateurs seront \u00e0 la recherche de d\u00e9taillants qui peuvent leur offrir plus qu&#039;une simple bonne affaire.<\/p>\n<p>Ces consommateurs seront \u00e0 la recherche de d\u00e9taillants qui leur permettent d&#039;\u00e9changer leurs achats de l&#039;ann\u00e9e derni\u00e8re contre des bons d&#039;achat, ou qui expliquent \u00e0 leurs clients comment ils ont r\u00e9duit la quantit\u00e9 d&#039;emballages dans leurs entrep\u00f4ts pour rendre l&#039;ensemble de leur cha\u00eene d&#039;approvisionnement plus durable. Le week-end du Black Friday de cette ann\u00e9e offre aux d\u00e9taillants l&#039;occasion de montrer que leurs produits valent plus qu&#039;une vente flash, qu&#039;ils sont de haute qualit\u00e9 et qu&#039;ils tiendront la promesse de la marque.<\/p>\n<h2><strong>Mettre en valeur les r\u00e9f\u00e9rences \u00e9thiques <\/strong><\/h2>\n<p>Les d\u00e9taillants peuvent se d\u00e9marquer en mettant en avant les valeurs \u00e9thiques qui accompagnent leurs produits. Il peut s\u2019agir du processus de fabrication du t\u00e9l\u00e9viseur, des mat\u00e9riaux utilis\u00e9s pour fabriquer les v\u00eatements ou des mesures prises par l\u2019ensemble de l\u2019entreprise pour r\u00e9duire les d\u00e9chets dans toute l\u2019organisation. Cependant, comme les clients passeront plus vite en caisse que jamais le Black Friday, les d\u00e9taillants doivent s\u2019assurer que ces informations sont facilement et rapidement disponibles, par le biais d\u2019une signal\u00e9tique en magasin et d\u2019avis en ligne. Cela contribuera \u00e0 satisfaire les deux types de clients : le chasseur de bonnes affaires et le consommateur conscient.<\/p>\n<h2><strong>Bien plus que le prix le plus bas <\/strong><\/h2>\n<p>Pour les acheteurs et les d\u00e9taillants d\u2019aujourd\u2019hui, le Black Friday a toujours \u00e9t\u00e9 une question de savoir quel d\u00e9taillant peut proposer le prix le plus bas. Cette ann\u00e9e, cependant, les d\u00e9taillants doivent \u00eatre pr\u00eats \u00e0 r\u00e9fl\u00e9chir \u00e0 la mani\u00e8re dont ils peuvent rivaliser et se diff\u00e9rencier sur des produits autres que les sacs remplis d\u2019articles que les consommateurs ach\u00e8tent en magasin ou en ligne au prix le plus bas, et davantage sur ce que la marque elle-m\u00eame peut offrir en mati\u00e8re de d\u00e9veloppement durable. Pour le consommateur conscient et les d\u00e9taillants qui cherchent \u00e0 renforcer leurs propres efforts en mati\u00e8re de d\u00e9veloppement durable, le Black Friday de cette ann\u00e9e sera bien plus qu\u2019une simple affaire.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u00c0 un peu plus d&#039;une semaine du Black Friday, les d\u00e9taillants devraient d\u00e9sormais \u00eatre en plein dans leurs pr\u00e9paratifs pour le Black Friday et le Cyber Monday, alors qu&#039;ils cherchent \u00e0 tirer parti du succ\u00e8s du ph\u00e9nom\u00e8ne commercial de l&#039;ann\u00e9e derni\u00e8re.<\/p>","protected":false},"author":5,"featured_media":98228,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[207],"postlocation":[],"posttype":[],"postservice":[],"class_list":["post-98227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-industries"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why should retailers change their approach to Black Friday? 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