{"id":4045,"date":"2019-02-05T17:45:00","date_gmt":"2019-02-05T16:45:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/sales-communication-new-technologies-serving-print-production\/"},"modified":"2025-03-14T17:10:50","modified_gmt":"2025-03-14T16:10:50","slug":"communication-commerciale-les-nouvelles-technologies-au-service-de-la-production-papier","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/communication-commerciale-les-nouvelles-technologies-au-service-de-la-production-papier\/","title":{"rendered":"Communication commerciale : les nouvelles technologies au service de la production papier"},"content":{"rendered":"\n
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\n Quelles innovations dans le monde de l\u2019imprimerie ont eu un impact majeur sur votre travail au cours de ces derni\u00e8res ann\u00e9es ? <\/h2>\n
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Ces derni\u00e8res ann\u00e9es, les changements les plus int\u00e9ressants ont port\u00e9 sur les grandes innovations technologiques dans le secteur des grands tirages. J\u2019entends par l\u00e0 toutes les innovations technologiques de grande envergure qui permettent d\u2019imprimer plusieurs exemplaires plus rapidement et qui offrent davantage de possibilit\u00e9s de mise en page, sans nuire aux plus importantes caract\u00e9ristiques des prospectus que nous imprimons, li\u00e9es \u00e0 la qualit\u00e9 et au service. Au contraire, elles peuvent m\u00eame les am\u00e9liorer.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Au cours des dix ann\u00e9es \u00e0 venir, quelle tendance ou quel type de produit imprim\u00e9 pourrait valoriser au mieux le m\u00e9lange entre presse traditionnelle et m\u00e9dias num\u00e9riques ? <\/h2>\n
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Je crois que le produit imprim\u00e9, au sens large, pourra gagner la bataille au cours de ces prochaines ann\u00e9es. Nous sommes arriv\u00e9s au point o\u00f9 l\u2019offre commerciale \u00ab hors ligne \u00bb dispose de tous les outils pour proposer un haut niveau de personnalisation, un entre-deux permettant de conseiller les consommateurs ou leur garantir un service ad hoc. La num\u00e9risation nous permet de proposer un produit papier sur mesure, model\u00e9 en fonction des diff\u00e9rentes habitudes de consommation. Les acteurs de la grande distribution (mais aussi tous les autres d\u00e9taillants) ont aujourd\u2019hui la possibilit\u00e9 de clust\u00e9riser leurs clients et de comprendre leurs besoins en temps r\u00e9el, en observant leurs tendances d\u2019achat.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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Francesco Lascala, Managing Director of Publishing, Altavia Italia.<\/em><\/p>\n\n\n

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\n Quel service ou quelle valeur ajout\u00e9e, outre le produit imprim\u00e9, exigent aujourd\u2019hui les clients ? Sur quoi les consultants doivent-ils travailler pour renforcer leur r\u00e9putation ? <\/h2>\n
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Les clients nous en demandent toujours plus\u2026 Nous, nous sommes une plateforme de services et de communication, nous avons donc le plaisir et le \u00ab devoir \u00bb de r\u00e9pondre \u00e0 leurs demandes. Les clients recherchent de plus en plus \u00e0 \u00ab fusionner \u00bb l\u2019offre d\u2019une production papier consolid\u00e9e avec les opportunit\u00e9s offertes par le num\u00e9rique dans d\u2019autres contextes de communication. Ils nous demandent de cr\u00e9er de nouvelles opportunit\u00e9s de mettre en valeur ce m\u00e9lange, que nous sommes en mesure de proposer au sein d\u2019une activit\u00e9 hautement planifi\u00e9e et contr\u00f4l\u00e9e.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Quel travail dans le secteur de l\u2019imprimerie vous a le plus impressionn\u00e9 ces derniers mois ? <\/h2>\n
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Les travaux de production sont toujours assez routiniers, mais chaque fois que nous travaillons sur un projet qui s\u2019\u00e9loigne un peu des productions habituelles, nous retrouvons tout notre enthousiasme. L\u2019exemple le plus significatif est celui d\u2019une op\u00e9ration qu\u2019Altavia Italia a suivi \u00e0 360\u00b0 : le magazine \u00ab Vivi di gusto \u00bb de Carrefour Market, distribu\u00e9 mensuellement dans les points de vente, a fait appel \u00e0 nos services pour la production \u00e9ditoriale, la mise en page et l\u2019impression. Toute la fili\u00e8re a \u00e9t\u00e9 mobilis\u00e9e. Et ces derniers mois justement, nous avons recommenc\u00e9 \u00e0 travailler sur ce projet pour apporter des innovations sur le graphisme et les contenus, qui seront encore plus cibl\u00e9s pour les clients de l\u2019enseigne.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n En vous mettant \u00e0 la place de l\u2019utilisateur final, c\u2019est-\u00e0-dire le consommateur, pouvez-vous nous parler de vos exp\u00e9riences d\u2019achat pr\u00e9f\u00e9r\u00e9es ? <\/h2>\n
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Ce n\u2019est pas moi qui fais les courses \u00e0 la maison, car je n\u2019ai pas beaucoup de temps, mais j\u2019aime bien me promener dans les zones de shopping. J\u2019aime les magasins de ville traditionnels, et j\u2019aime bien aussi certains nouveaux mod\u00e8les de points de vente, con\u00e7us de mani\u00e8re ouverte, o\u00f9 l\u2019on peut passer quelques heures en fin de semaine. Je vais y faire un tour de temps en temps, mais je me retrouve plus souvent \u00e0 regarder nos travaux en exposition plut\u00f4t qu\u2019autre chose ! CityLife m\u2019a beaucoup plu. On y propose une v\u00e9ritable \u00ab exp\u00e9rience \u00bb, diff\u00e9rente de la \u00ab grosse bo\u00eete \u00bb commerciale habituelle. Tout est soign\u00e9 dans les moindres d\u00e9tails et les parcours sont attractifs et stimulants.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Entretien avec Francesco Lascala, Directeur G\u00e9n\u00e9ral Publishing d\u2019Altavia Italia.<\/p>\n","protected":false},"author":10,"featured_media":3353,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[196],"class_list":["post-4045","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nTech & Print - Production Papier R\u00e9invent\u00e9e - Altavia<\/title>\n<meta name=\"description\" content=\"Les nouvelles technologies transforment l\u2019impression. 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