{"id":4109,"date":"2019-05-29T18:17:00","date_gmt":"2019-05-29T17:17:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/ultra-transparency-in-the-retail-sector\/"},"modified":"2025-03-14T18:00:57","modified_gmt":"2025-03-14T17:00:57","slug":"lultra-transparence-dans-le-retail","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/lultra-transparence-dans-le-retail\/","title":{"rendered":"L’ultra-transparence dans le retail"},"content":{"rendered":"\n
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\n Un nouvel argument : la transparence <\/h2>\n
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Le tarif, la praticit\u00e9, l\u2019accessibilit\u00e9\u2026 sont autant de facteurs importants, qui p\u00e8sent dans la d\u00e9cision d\u2019achat des clients. Mais certains d\u2019entre eux portent leur attention sur un autre crit\u00e8re, \u00e0 leurs yeux, primordial : la transparence. Ils souhaitent savoir comment les produits sont fabriqu\u00e9s, l\u2019origine des mati\u00e8res premi\u00e8res, les conditions de r\u00e9alisations mais aussi les co\u00fbts r\u00e9els de fabrication et les marges enregistr\u00e9es par les marques. \u00ab Pour mieux convaincre et s\u00e9duire leurs clients, certains retailers proposent une nouvelle mani\u00e8re de vendre et de faire du commerce, en misant sur la transparence et, pour \u00eatre plus exact, l\u2019ULTRA-transparence, annonce Thierry Strickler. L\u2019id\u00e9e premi\u00e8re et structurante pour ces marques est de pouvoir r\u00e9pondre, avec des preuves, de la mani\u00e8re dont sont fabriqu\u00e9s les produits \u2013 des produits \u00e9thiques, responsables, respectueux de l\u2019ensemble des parties prenantes\u2026 \u2013 et de leur co\u00fbt r\u00e9el. \u00bb<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n A l\u2019origine : les DNVB <\/h2>\n
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Le concept d\u2019ultra transparence a \u00e9t\u00e9 initi\u00e9 par les DNVB\u00a0(Digital Native Vertical Brand), marques n\u00e9es en ligne, qui interagissent avec leurs clients.<\/i><\/p>\n

L\u2019un des pr\u00e9curseurs\u00a0?\u00a0Everlane<\/span><\/a>, marque de pr\u00eat \u00e0 porter am\u00e9ricaine, dont le slogan est clairement affich\u00e9 sur le site \u00ab\u00a0Exceptional quality. Ethical factories. Radical Transparency*.\u00a0\u00ab\u00a0Nous estimons que nos clients ont le droit de savoir combien cela nous co\u00fbte de fabriquer tel ou tel produit, nous r\u00e9v\u00e9lons donc nos co\u00fbts et nos marges\u00a0\u00bb\u00a0<\/i>peut-on lire sur le site.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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\n Maison Standards, Jules et Jenn, L\u00e9o et Violette\u2026 <\/h2>\n
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La marque fran\u00e7aise\u00a0Maison Standards<\/span><\/a>\u00a0adopte la m\u00eame philosophie.\u00ab\u00a0Nous expliquons nos m\u00e9thodes, nos co\u00fbts, nos marges. Nous ouvrons les yeux du consommateur sur les pratiques de l\u2019industrie\u00a0\u00bb d\u00e9clare son PDG, Uriel Karsenty.<\/p>\n

Jules & Jenn<\/a><\/span>\u00a0dont le slogan est \u00ab\u00a0Responsable. Accessible. Essentiel\u00a0\u00bb communique \u00e9galement \u00ab\u00a0toujours en toute transparence\u00a0\u00bb.<\/p>\n

En voici un tr\u00e8s bon exemple\u00a0:<\/p>\n

\u00ab\u00a0D\u00e9couvrez pourquoi\u00a085\u20ac<\/b>\u00a0est le prix juste pour nos\u00a0chaussures bateau crampons cuir\u00a0\u00bb.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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L\u00e9o Dominguez, co-fondateur de la marque\u00a0L\u00e9o et Violette<\/span><\/a>\u00a0d\u00e9clare dans une interview \u00e0 Isal Paris \u00ab\u00a0Nous voulions avant tout jouer sur la transparence. Depuis le d\u00e9but, nous avons \u00e9tabli des valeurs communes sur notre mani\u00e8re de communiquer et de parler de notre marque. Nous avons d\u00e9cid\u00e9 de communiquer beaucoup sur la fabrication, la transparence autour des mati\u00e8res, et puis aussi, le choix de communiquer sur nous, de se mettre en avant, de raconter qui sont L\u00e9o et Violette.\u00a0Cinq ans apr\u00e8s c\u2019est toujours le cas, on passe beaucoup de temps \u00e0 expliquer les coulisses derri\u00e8re la cr\u00e9ation de la marque. En fait, on a senti d\u00e8s le d\u00e9but que les clients s\u2019attachaient \u00e0 cette proximit\u00e9, cette transparence sur notre histoire.\u00a0\u00bb<\/p>\n

Et les exemples sont de plus en plus nombreux. A l\u2019instar de Sephora, qui a cr\u00e9\u00e9 une gamme de produits appel\u00e9e\u00a0Clean at Sephora<\/span><\/a>, permettant aux clients de rep\u00e9rer facilement les produits sans produits nocifs et \u00e9cologiquement responsables.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Leviers de s\u00e9duction et de confiance <\/h2>\n
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\u00ab\u00a0D\u00e9voiler ses recettes de fabrication et les cl\u00e9s de son business model sont des leviers de s\u00e9duction et de confiance,\u00a0analyse Thierry Strickler.\u00a0Ce positionnement permet aux clients qui sont \u00e0 la recherche d\u2019authenticit\u00e9, d\u2019adh\u00e9rer \u00e0 un syst\u00e8me de valeurs transparent, responsable, sans concession. C\u2019est une mani\u00e8re de cr\u00e9er des liens tangibles et durables\u00a0avec eux. \u00bb<\/p>\n

Et cette philosophie misant sur l\u2019ultra-transparence ne laisse pas indiff\u00e9rents ceux qui ne la pratiquent pas (encore). \u00ab\u00a0Nous avons affaire \u00e0 des acteurs disruptifs, qui ont le m\u00e9rite d\u2019ouvrir une nouvelle voie de navigation \u00e0 laquelle les retailers r\u00e9f\u00e9rents pr\u00eatent attention, noteThierry Strickler.\u00a0Ce nouveau mod\u00e8le est en effet attentivement observ\u00e9 par les grands acteurs de la cosm\u00e9tique, de la distribution alimentaire, de la mode mais aussi du luxe.\u00a0\u00bb<\/p>\n

Un mod\u00e8le audacieux, qui a cependant une limite\u00a0: jamais ne sont \u00e9voqu\u00e9s le design et la conception, \u00e9tapes pourtant essentielles et sources de valeur ajout\u00e9e.<\/p>\n

* Qualit\u00e9 exceptionnelle. Entreprises \u00e9thiques. Transparence radicale<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Un nouveau mantra semble gagner le march\u00e9 du retail : \u00ab l\u2019ultra transparence \u00bb, lanc\u00e9e par des enseignes visionnaires, faisant table rase des conventions. Une d\u00e9marche audacieuse, agissant comme un levier de s\u00e9duction aupr\u00e8s de clients \u00e0 la recherche d\u2019authenticit\u00e9. Analyse de cette tendance inspirante avec Thierry Strickler, Retail Market Intelligence Lead chez Altavia.<\/p>\n","protected":false},"author":10,"featured_media":3368,"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":[196,188],"class_list":["post-4109","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nUltra-Transparence Nouvelle Norme Retail - Altavia<\/title>\n<meta name=\"description\" content=\"Les consommateurs exigent des marques une transparence totale. 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