{"id":7752,"date":"2024-05-27T17:39:29","date_gmt":"2024-05-27T15:39:29","guid":{"rendered":"https:\/\/altaviagroudev.wpenginepowered.com\/news\/ia-et-retail-les-clients-et-les-retailers-sont-prets\/"},"modified":"2026-02-09T13:17:31","modified_gmt":"2026-02-09T12:17:31","slug":"ia-et-retail-les-clients-et-les-retailers-sont-prets","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/ia-et-retail-les-clients-et-les-retailers-sont-prets\/","title":{"rendered":"IA et Retail : les clients et les retailers sont pr\u00eats !"},"content":{"rendered":"

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\n
\n \"IA <\/div>\n<\/div>[vc_column_text]<\/p>\n
Cr\u00e9dits photo : image cr\u00e9\u00e9e avec Dall-E<\/h6>\n

[\/vc_column_text][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]80 %<\/span> des consommateurs n’ayant jamais utilis\u00e9 l’IA pour leurs achats se disent int\u00e9ress\u00e9s par son utilisation pour divers aspects de leur exp\u00e9rience d’achat. En France, ce chiffre atteint 72% (<\/span>\u00e9tude IBM, Revolutionize Retail with AI, Janvier 2024).<\/span><\/i><\/p>\n

L’int\u00e9r\u00eat des consommateurs pour l’IA s’explique par leur insatisfaction actuelle : moins de 10% sont satisfaits de leur exp\u00e9rience en magasin et moins de 15% de leur exp\u00e9rience en ligne, selon la m\u00eame \u00e9tude. La technologie est donc vue comme un moyen de mieux r\u00e9pondre \u00e0 leurs besoins, mettant la pression sur les retailers pour adopter des solutions IA.<\/span><\/p>\n

Les retailers sont pr\u00eats ! 80% des acteurs du retail en France ont pr\u00e9vu un budget pour une\u00a0<\/span>strat\u00e9gie IA, dont 54% pour l'IA g\u00e9n\u00e9rative. Pour 60% des sond\u00e9s, l’am\u00e9lioration de l’exp\u00e9rience client est l’objectif principal de leur strat\u00e9gie en IA g\u00e9n\u00e9rative, selon une \u00e9tude Salesforce \/ Retail AI Council. <\/span>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb]

\n
\n \t \n \"IA <\/a>\n <\/div>\n<\/div>[vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Depuis un an, on voit les cas d'usage IA se d\u00e9multiplier dans le retail, autour de 3 leviers principaux : <\/span><\/p>\n

1\/ Exp\u00e9rience Client :<\/h4>\n
    \n
  • Service Client et SAV : Chatbots augment\u00e9s par l'IA pour prendre le relais des services clients ou pour aider les conseillers clients \u00e0 apporter une r\u00e9ponse enrichie et personnalis\u00e9e (Fnac-Darty, H&M).<\/span><\/li>\n
  • E-commerce : trouver facilement et rapidement le produit qui r\u00e9pond \u00e0 nos besoins, c'est l'objectif des moteurs de recherche augment\u00e9s et agents conversationnels qu'ont mis en place par exemple Pixmania, CDiscount, Accor, Transavia\u2026.<\/span><\/li>\n
  • Personnalisation : Sephora a par exemple enrichi son application de clienteling avec l'IA, permettant aux Conseill\u00e8res beaut\u00e9 d'aller questionner l'application via un bot vocal pour des r\u00e9ponses et recommandations personnalis\u00e9es.<\/span><\/li>\n<\/ul>\n

    2\/ Productivit\u00e9 Interne :<\/h4>\n

    L'IA permet d'augmenter la productivit\u00e9 des \u00e9quipes du si\u00e8ge comme des \u00e9quipes terrain : <\/span>Decathlon utilise par exemple\u00a0 l'IA pour optimiser l’usage des int\u00e9rimaires en pr\u00e9disant le nombre de colis \u00e0 pr\u00e9parer, tandis que Pernod Ricard utilise l'IA pour g\u00e9n\u00e9rer les feuilles de route de ses commerciaux, selon le besoin de r\u00e9assort de ses clients CHR.<\/span><\/p>\n

    3\/ Supply Chain :<\/h4>\n

    Optimisation logistique selon les pr\u00e9dictions de vente mise en place chez Carrefour et Monoprix par exemple.<\/span><\/p>\n

    Mais apr\u00e8s un grand nombre de PoC lanc\u00e9s par les acteurs du retail, le passage \u00e0 l'\u00e9chelle s'av\u00e8re parfois compliqu\u00e9. Quels sont encore les obstacles \u00e0 l'adoption de l'IA dans les strat\u00e9gies retail ?<\/span><\/p>\n

      \n
    • La data : si 68% des commer\u00e7ants collectent des donn\u00e9es, seulement 40% peuvent les nettoyer et les rendre accessibles. Or, la qualit\u00e9 de la data sera cl\u00e9 dans la performance d'une application IA.<\/span><\/li>\n
    • Les comp\u00e9tences techniques : le passage \u00e0 l’\u00e9chelle des solutions IA est complexe et co\u00fbteux et n\u00e9cessite des comp\u00e9tences techniques que tous les commer\u00e7ants n'ont pas.<\/span><\/li>\n
    • La fiabilit\u00e9 des informations g\u00e9n\u00e9r\u00e9es par l'IA : les marques, en proposant des Bots engagent leur responsabilit\u00e9 ; on peut citer le cas malheureux d'Air Canada qui s'est vu condamn\u00e9 \u00e0 d\u00e9dommager un client mal conseill\u00e9 par son ChatBot. Les marques jouent leur r\u00e9putation, donc elles ont int\u00e9r\u00eat \u00e0 se montrer prudentes.<\/span><\/li>\n
    • La d\u00e9finition et mise en oeuvre d'une strat\u00e9gie IA responsable :\u00a0<\/span><\/li>\n<\/ul>\n
        \n
      • \n
          \n
        • Augmenter l'humain plut\u00f4t que le remplacer, tous les acteurs s'entendent sur le sujet ; il n'en demeure pas moins que les organisations vont \u00e9voluer, les fiches de poste \u00e9galement : cela n\u00e9cessite de mettre en oeuvre des plans de Change management commen\u00e7ant par la formation des collaborateurs<\/span><\/li>\n
        • Respect de la vie priv\u00e9e, conformit\u00e9 RGPD<\/span><\/li>\n
        • Strat\u00e9gie de cybers\u00e9curit\u00e9 renforc\u00e9e<\/span><\/li>\n
        • Impact environnemental de l'IA<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

          Le chemin peut \u00eatre long et les investissements lourds.\u00a0<\/span><\/p>\n

          Alors, comment d\u00e9marrer n\u00e9anmoins sans passer \u00e0 c\u00f4t\u00e9 des opportunit\u00e9s que l'IA offre au retail ?\u00a0<\/span><\/p>\n

          1\/ Former les \u00e9quipes et les encourager \u00e0 tester les solutions IA du march\u00e9. C'est ainsi que les use cases m\u00e9tiers pourront \u00eatre d\u00e9finis.<\/span><\/p>\n

          2\/ Prioriser les uses case selon la valeur qu'ils peuvent cr\u00e9er<\/span><\/p>\n

          3\/ D\u00e9marrer sur des usages quick win, par exemple l'enrichissement des contenus on line qui peut avoir des effets imm\u00e9diats sur le taux de conversion.<\/span><\/p>\n

          4\/ Structurer, unifier sa data pour envisager dans le futur des applicatifs IA personnalis\u00e9s, performants et diff\u00e9renciants face \u00e0 ses concurrents.<\/span>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb54px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column css=\u00a0\u00bb.vc_custom_1716562744243{background-color: #00db96 !important;}\u00a0\u00bb][vc_column_text]<\/p>\n

          Vous avez besoin d'y voir clair sur l'IA ?<\/h3>\n

          Altavia a cr\u00e9\u00e9 une offre d\u00e9di\u00e9e \u00e0 l'IA pour le retail : altavia.air.\u00a0<\/strong><\/span><\/h4>\n

          [\/vc_column_text][vc_empty_space][vc_btn title=\u00a0\u00bbPrendre contact pour en savoir plus\u00a0\u00bb style=\u00a0\u00bboutline-custom\u00a0\u00bb outline_custom_color=\u00a0\u00bb#202125″ outline_custom_hover_background=\u00a0\u00bb#202125″ outline_custom_hover_text=\u00a0\u00bb#ffffff\u00a0\u00bb shape=\u00a0\u00bbsquare\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2Faltaviawatch.com%2Fa-propos%2F%23contact|target:_blank\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb37px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

          IA et retail : 80% des consommateurs n’ayant jamais utilis\u00e9 l’IA pour leurs achats se disent int\u00e9ress\u00e9s par son utilisation. <\/p>\n","protected":false},"author":17,"featured_media":7753,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[277],"tags":[272],"news-type-taxonomy":[],"news-topic-taxonomy":[],"class_list":["post-7752","news","type-news","status-publish","has-post-thumbnail","hentry","category-innovation-retail","tag-ia-et-retail"],"acf":[],"yoast_head":"\nIA et Retail : les clients et les retailers sont pr\u00eats ! - Altavia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IA et Retail : les clients et les retailers sont pr\u00eats ! 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