{"id":98277,"date":"2021-07-12T15:36:01","date_gmt":"2021-07-12T14:36:01","guid":{"rendered":"https:\/\/evc.extramilecommunications.dev\/retailers-seeking-to-connect-amid-the-pandemic\/"},"modified":"2024-07-02T15:08:26","modified_gmt":"2024-07-02T14:08:26","slug":"retailers-seeking-to-connect-amid-the-pandemic","status":"publish","type":"post","link":"https:\/\/www.evcargo.com\/fr\/retailers-seeking-to-connect-amid-the-pandemic\/","title":{"rendered":"D\u00e9taillants - Cherchant \u00e0 se connecter au milieu de la pand\u00e9mie"},"content":{"rendered":"<p>La pand\u00e9mie de Covid-19 a eu un impact consid\u00e9rable sur le secteur de la vente au d\u00e9tail. De m\u00eame, l\u2019\u00e9pid\u00e9mie a entra\u00een\u00e9 des changements dans le comportement et les exigences des clients. Elle offre \u00e9galement de nouvelles opportunit\u00e9s au secteur, une chance pour les d\u00e9taillants de repenser leur mod\u00e8le \u00e9conomique afin de se rapprocher davantage de leurs clients et d\u2019adopter la bonne strat\u00e9gie de diversification.<\/p>\n<p>Les clients modifient leur comportement dans plusieurs domaines, notamment :<\/p>\n<h4><strong>Recomposition du panier<\/strong><\/h4>\n<ul>\n<li>Les clients sont plus s\u00e9lectifs dans leurs achats. On constate une diminution des d\u00e9penses discr\u00e9tionnaires ou des d\u00e9penses consacr\u00e9es \u00e0 des articles non essentiels ;<\/li>\n<li>Les budgets ont \u00e9t\u00e9 r\u00e9affect\u00e9s aux besoins quotidiens essentiels tels que l\u2019\u00e9picerie ;<\/li>\n<li>Avec la sensibilisation croissante \u00e0 la sant\u00e9 et au bien-\u00eatre, on observe une acc\u00e9l\u00e9ration des d\u00e9penses, par exemple en produits biologiques ou naturels et en articles li\u00e9s au fitness ;<\/li>\n<li>La maison a \u00e9t\u00e9 transform\u00e9e en bureau, caf\u00e9 et centre de divertissement. Les d\u00e9penses consacr\u00e9es aux r\u00e9parations et \u00e0 l&#039;entretien de la maison ont augment\u00e9.<\/li>\n<\/ul>\n<h4><strong>Plus de connaissances num\u00e9riques<\/strong><\/h4>\n<ul>\n<li>Avec les r\u00e9glementations de confinement et les mesures de distanciation sociale, la demande de commerce \u00e9lectronique a consid\u00e9rablement augment\u00e9\u00a0;<\/li>\n<li>Avec l\u2019essor du commerce \u00e9lectronique, les clients accordent plus que jamais d\u2019importance \u00e0 une bonne exp\u00e9rience num\u00e9rique et privil\u00e9gient les marques auxquelles ils peuvent faire confiance et qui proposent des plateformes \u00e9lectroniques s\u00fbres et pratiques ainsi qu\u2019un flux de paiement s\u00e9curis\u00e9.<\/li>\n<\/ul>\n<h4><strong>Remaniement de la fid\u00e9lit\u00e9<\/strong><\/h4>\n<ul>\n<li>Les clients ont chang\u00e9 o\u00f9 et comment ils interagissent\u00a0;<\/li>\n<li>Le confinement donne aux clients plus de chances de parcourir, de d\u00e9couvrir et d\u2019essayer de nouvelles marques ;<\/li>\n<li>Une enqu\u00eate de <a href=\"https:\/\/morningconsult.com\/2020\/04\/15\/consumer-crisis-brand-communications-report\/\">Consultation matinale<\/a> refl\u00e8te le fait qu&#039;en plus de leurs propres besoins, les clients sont de plus en plus conscients de facteurs tels que les marques qui accordent la priorit\u00e9 aux soins aux employ\u00e9s et font preuve de responsabilit\u00e9 sociale :<\/li>\n<li>90% des clients d\u00e9clarent qu&#039;il est important pour eux que les marques prennent soin de leurs employ\u00e9s pendant la pand\u00e9mie - aussi important pour eux que les marques aient les produits qu&#039;elles souhaitent en stock ;<\/li>\n<li>Plus de 801 clients estiment qu&#039;il est important que les marques se soucient de la soci\u00e9t\u00e9 et y contribuent, qu&#039;elles repr\u00e9sentent quelque chose au-del\u00e0 du simple profit et qu&#039;elles fassent preuve de sensibilit\u00e9 et d&#039;empathie.<\/li>\n<\/ul>\n<p>Comment les d\u00e9taillants peuvent-ils s\u2019adapter pour accompagner les changements de comportement et les besoins \u00e9volutifs des clients ?<\/p>\n<h4><strong>Capturer les changements de besoins<\/strong><\/h4>\n<ul>\n<li>D\u00e9velopper une strat\u00e9gie de donn\u00e9es centr\u00e9e sur le client pour recueillir une compr\u00e9hension claire de la segmentation de la client\u00e8le et du comportement de chaque segment, par exemple, le style de vie, la taille et la composition du panier, la fr\u00e9quence d&#039;achat, etc.<\/li>\n<li>Une telle analyse est utile aux d\u00e9taillants pour pr\u00e9voir les demandes \u00e0 venir et reconna\u00eetre les besoins nouveaux et changeants. Cela les aidera \u00e0 reconsid\u00e9rer et \u00e0 am\u00e9liorer leurs offres pour rester pertinentes pour les clients et \u00e0 \u00e9laborer des plans pour les strat\u00e9gies de produits et de marketing.<\/li>\n<\/ul>\n<h4><strong>Examen des propri\u00e9t\u00e9s num\u00e9riques<\/strong><\/h4>\n<ul>\n<li>\u00c9valuer les implications du passage du commerce de d\u00e9tail traditionnel au commerce en ligne et investir de mani\u00e8re proactive pour l\u2019avenir ;<\/li>\n<li>D\u00e9passez les niveaux de base du service num\u00e9rique et assurez une exp\u00e9rience utilisateur comp\u00e9titive via le Web ou l&#039;application, en cr\u00e9ant des parcours fluides, pratiques et attrayants et en r\u00e9pondant aux attentes croissantes des clients\u00a0;<\/li>\n<li>Tirez parti des partenariats pour accro\u00eetre la visibilit\u00e9 de la marque en restant pertinent sur plusieurs points de contact\u00a0;<\/li>\n<li>Continuer \u00e0 maintenir les plus hauts niveaux de cybers\u00e9curit\u00e9 et de protection des donn\u00e9es des clients.<\/li>\n<\/ul>\n<h4><strong>Maintenir la fid\u00e9lit\u00e9 et la confiance des clients<\/strong><\/h4>\n<ul>\n<li>\u00a0La confiance dans une marque est devenue un facteur cl\u00e9 pour les clients. Ils sont plus dispos\u00e9s \u00e0 d\u00e9penser de l&#039;argent aupr\u00e8s de marques qui partagent leurs valeurs et leurs priorit\u00e9s. Les d\u00e9taillants doivent saisir toutes les occasions de traduire la valeur de la marque, l&#039;\u00e9thique et les convictions commerciales dans l&#039;exp\u00e9rience client afin de garantir un message coh\u00e9rent et ax\u00e9 sur le client sur les canaux traditionnels et num\u00e9riques.<\/li>\n<li>Favoriser les liens \u00e9motionnels et communautaires, afin que les clients fid\u00e8les agissent en tant que d\u00e9fenseurs de la marque pour promouvoir les marques aupr\u00e8s de leurs propres groupes sociaux\u00a0;<\/li>\n<li>Soyez ouvert et communiquez avec les clients au sujet de tout changement ou interruption des services\u00a0;<\/li>\n<li>Promouvoir l\u2019hygi\u00e8ne, la sant\u00e9 et le bien-\u00eatre des salari\u00e9s ;<\/li>\n<li>Offrir des exp\u00e9riences positives coh\u00e9rentes pendant les p\u00e9riodes difficiles\u00a0;<\/li>\n<li>Offrir des incitations aux nouveaux acheteurs.<\/li>\n<\/ul>\n<p>Nous avons d\u00e9j\u00e0 connu des crises et nous en conna\u00eetrons encore \u00e0 l&#039;avenir. La prochaine \u00ab normalit\u00e9 \u00bb pourrait \u00eatre tr\u00e8s diff\u00e9rente, et il appartient aux d\u00e9taillants de s&#039;adapter de mani\u00e8re r\u00e9active. Les marques qui \u00e9coutent et r\u00e9pondent aux d\u00e9sirs changeants des gens pendant les p\u00e9riodes difficiles peuvent \u00e9tablir une base de v\u00e9ritable connexion avec les clients et les communaut\u00e9s qu&#039;elles servent et en sortir plus fortes ensemble.<\/p>","protected":false},"excerpt":{"rendered":"<p>La pand\u00e9mie de Covid-19 a eu un impact consid\u00e9rable sur le secteur du commerce de d\u00e9tail. Elle a \u00e9galement entra\u00een\u00e9 des changements dans le comportement et les exigences des clients.<\/p>","protected":false},"author":5,"featured_media":183270,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[206],"postlocation":[],"posttype":[],"postservice":[],"class_list":["post-98277","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-software"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retailers  - Seeking to Connect Amid the Pandemic - EV Cargo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.evcargo.com\/fr\/retailers-seeking-to-connect-amid-the-pandemic\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retailers  - Seeking to Connect Amid the Pandemic - EV Cargo\" \/>\n<meta property=\"og:description\" content=\"The Covid-19 pandemic has significantly impacted the retail industry. 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