{"id":4192,"date":"2021-04-06T17:04:00","date_gmt":"2021-04-06T16:04:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/maintaining-customer-connection-beyond-the-physical-shop\/"},"modified":"2025-03-16T16:35:00","modified_gmt":"2025-03-16T15:35:00","slug":"maintenir-le-lien-hors-des-murs-du-magasin","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/maintenir-le-lien-hors-des-murs-du-magasin\/","title":{"rendered":"Maintenir le lien, hors des murs du magasin"},"content":{"rendered":"\n
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\n Livraison et drive : garder le lien en se montrant cr\u00e9atif <\/h2>\n
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La pand\u00e9mie a impos\u00e9 aux magasins physiques de se r\u00e9adapter, de trouver des solutions, dans le but de pr\u00e9server le pr\u00e9cieux lien client. Depuis le mois de mars, la digitalisation s\u2019est acc\u00e9l\u00e9r\u00e9e et les boutiques sont sorties de leur brick and mortar, pour s\u2019aventurer \u00e0 l\u2019ext\u00e9rieur.<\/p>\n

Dans cette nouvelle configuration, la livraison a jou\u00e9 un r\u00f4le central. Mais comment mettre en place une organisation logistique pour livrer des clients de mani\u00e8re \u00e0 r\u00e9pondre \u00e0 l\u2019enjeu du d\u00e9lai, mais aussi ma\u00eetriser le co\u00fbt associ\u00e9 ? Certaines entreprises ont eu l\u2019id\u00e9e de s\u2019appuyer sur des startups, b\u00e9n\u00e9ficiant ainsi de solutions innovantes, cl\u00e9s en main. C\u2019est le cas de Syst\u00e8me U, qui a d\u00e9cid\u00e9 d\u2019\u00e9tendre son partenariat avec la start-up Yper, sp\u00e9cialiste de la logistique du dernier kilom\u00e8tre. Convaincu par la pertinence de la solution de livraison collaborative, le distributeur l\u2019a d\u00e9ploy\u00e9e dans plusieurs centaines de drives et de magasins en France. Une d\u00e9marche par ailleurs en phase avec le positionnement des retailers soucieux de nourrir leur strat\u00e9gie RSE en pr\u00e9servant l\u2019environnement et en favorisant les achats locaux.<\/p>\n

Aux Etats-Unis, si on note \u00e9galement une acc\u00e9l\u00e9ration des services de livraison, cela concerne m\u00eame les dispositifs autonomes. Le g\u00e9ant de la distribution Walmart a nou\u00e9 divers partenariats avec des entreprises innovantes sp\u00e9cialis\u00e9es : \u00e0 Houston, Nero livre les produits par v\u00e9hicule autonome, quand Udelv les livre via des voitures sans chauffeurs et que Zipline exp\u00e9die des m\u00e9dicaments par drone.<\/p>\n

Le drive s\u2019est \u00e9galement r\u00e9v\u00e9l\u00e9 \u00eatre une solution pertinente pour limiter les contacts et donc les risques de contamination. Il conna\u00eet un franc succ\u00e8s aux USA depuis le d\u00e9but de la pand\u00e9mie, alors que ce service \u00e9tait loin d\u2019\u00eatre aussi d\u00e9velopp\u00e9 qu\u2019en France.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Maintenir son activit\u00e9, gr\u00e2ce au shopping \u00e0 distance <\/h2>\n
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Comment conserver un minimum d\u2019activit\u00e9, vendre malgr\u00e9 la fermeture, pour absorber les co\u00fbts de structure et garder le lien avec ses clients ? Ces derniers mois, le live shopping a fait son entr\u00e9e en France. Ph\u00e9nom\u00e8ne tout droit venu de Chine, il consiste \u00e0 promouvoir un produit en direct sur Internet tout en permettant \u00e0 chacun de r\u00e9agir et poser des questions. Le groupe Fnac Darty et son partenaire Moulinex ont ainsi eu recours au live shopping en compagnie de plusieurs chefs renomm\u00e9s (Chef Fred, No\u00ebmie Honiat, Camille Maury, Cyril Lignac\u2026) pour pr\u00e9senter et vendre des robots cuiseurs et multicuiseurs Cookeo et Companion.<\/p>\n

Le magasin Galeries Lafayette Haussmann (Paris) a \u00e9galement d\u00e9cid\u00e9 de sortir de sa zone de confort en proposant pour la premi\u00e8re fois, en mai dernier, un service de shopping \u00e0 distance. Un personal shopper avait alors pour mission de pr\u00e9senter une s\u00e9lection d\u2019articles \u00e0 des clients, via des appels vid\u00e9o. Un succ\u00e8s pour cette premi\u00e8re \u00e9dition, renouvel\u00e9e en d\u00e9cembre.<\/p>\n

Des services innovants, port\u00e9s par une forte volont\u00e9 de maintenir le lien avec les clients, et qui, \u00e0 n\u2019en pas douter, vont perdurer bien au-del\u00e0 de la crise sanitaire.<\/p>\n

 <\/p>\n

Thierry Strickler, Market intelligence lead, Altavia<\/em><\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Dans le contexte actuel de pand\u00e9mie, o\u00f9 la contrainte des gestes sanitaires complique l\u2019acte d\u2019achat et o\u00f9 la crainte d\u2019attraper le Coronavirus est dans l\u2019esprit de nombreux clients, les services limitant les contacts, voire les supprimant, tirent leur \u00e9pingle du jeu.<\/p>\n","protected":false},"author":10,"featured_media":3341,"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":[197],"class_list":["post-4192","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nMaintenir le Lien Client Hors Magasin - Altavia<\/title>\n<meta name=\"description\" content=\"Les enseignes doivent repenser leur relation client au-del\u00e0 du point de vente. 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