{"id":2624,"date":"2015-09-22T00:00:00","date_gmt":"2015-09-21T23:00:00","guid":{"rendered":"https:\/\/globe-group.com\/non-classifiee\/les-cles-du-marketing-experientiel-in-store-en-5-campagnes-inspirantes\/"},"modified":"2021-04-12T14:22:41","modified_gmt":"2021-04-12T13:22:41","slug":"marketing-experientiel-in-store-en-5-campagnes-inspirantes","status":"publish","type":"post","link":"https:\/\/www.globe-shopper.fr\/fr\/article\/marketing-experientiel-in-store-en-5-campagnes-inspirantes\/","title":{"rendered":"Les cl\u00e9s du marketing exp\u00e9rientiel in-store en 5 campagnes inspirantes"},"content":{"rendered":"<p>Le marketing exp\u00e9rientiel vise \u00e0 engager le consommateur dans une relation avec la marque en le plongeant dans un univers gr\u00e2ce \u00e0 une exp\u00e9rience forte et immersive. Il s\u2019agit donc de campagnes d\u2019activation live, cr\u00e9atives et puissantes, destin\u00e9es \u00e0 pousser le contact entre la marque et le consommateur sur tous les terrains. Zoom sur les leviers du succ\u00e8s du <a href=\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/roadshow-andros-bar-a-jus\/\">marketing exp\u00e9rientiel<\/a> en point de vente gr\u00e2ce \u00e0 5 case studies.<\/p>\n<ul>\n<li><strong>Acte 1 &gt; O.P.I Nail Academy\u00a0: apporter un service<\/strong><\/li>\n<\/ul>\n<p>En tant que market leader, O.P.I \u0153uvre pour sa cat\u00e9gorie et propose d\u2019\u00e9duquer les femmes \u00e0 la beaut\u00e9 des mains. O.P.I et l\u2019agence Globe ont orchestr\u00e9 une op\u00e9ration hautement distinctive en installant l\u2019O.P.I Academy en point de vente, la premi\u00e8re \u00e9cole gratuite d\u00e9di\u00e9e \u00e0 la manucure et \u00e0 la pose de vernis. Concr\u00e8tement\u00a0: des corners fa\u00e7on podiums install\u00e9s dans les magasins Monoprix, \u00a0une formation \u00ab\u00a0step by step\u00a0\u00bb distill\u00e9e par des professionnels, une d\u00e9monstration du rituel OPI et des gestes \u00e0 adopter, une mise en application en live supervis\u00e9e par l\u2019experte OPI pour s\u2019assurer qu\u2019on a tout compris.<\/p>\n<p><b><\/b><a href=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/OPI.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1132\" src=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/OPI-1024x683.jpeg\" alt=\"Op\u00e9ration marketing exp\u00e9rientiel In-store O.P.I\" width=\"604\" height=\"403\" \/><\/a><\/p>\n<p><strong>D\u00e9cryptage\u00a0:<\/strong>\u00a0un positionnement de leader assum\u00e9, une vraie relation de proximit\u00e9 et des ventes dynamis\u00e9es.<\/p>\n<ul>\n<li><strong>Acte 2 &gt; Affligem\u00a0: plonger le shopper dans l\u2019univers de la marque<\/strong><\/li>\n<\/ul>\n<p>Cette bi\u00e8re puise ses racines dans pr\u00e8s de 1000 ans d\u2019histoire, quand la confr\u00e9rie des moines brasseurs de l\u2019abbaye d\u2019Affligem a\u00a0commenc\u00e9 \u00e0 transmettre son pr\u00e9cieux savoir-faire \u00e0 un petit cercle de ma\u00eetres brasseurs. Une initiation ancr\u00e9e dans l\u2019ADN de la marque, intimiste et prestigieuse, authentique et subtile. Un Shop in Shop exceptionnel et extr\u00eamement qualitatif en GMS sur le th\u00e8me in\u00e9dit de la \u00abCave \u00e0 bi\u00e8re Affligem \u00bb, un stand qui reprend les codes et l\u2019\u00e9l\u00e9gance des caves \u00e0 vin traditionnelles, avec une d\u00e9gustation multi-sensorielle anim\u00e9e par un v\u00e9ritable \u00ab\u00a0Ma\u00eetre brasseur\u00a0\u00bb, pour mettre un coup de projecteur sur cette bi\u00e8re de haute qualit\u00e9.<\/p>\n<p><a href=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Affligem.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1129\" src=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Affligem-1024x683.jpeg\" alt=\"Op\u00e9ration marketing exp\u00e9rientiel In-store Affligem\" width=\"604\" height=\"403\" \/><\/a><\/p>\n<p><strong>D\u00e9cryptage\u00a0:<\/strong>\u00a0une exp\u00e9rience premium au service de la p\u00e9dagogie, un story telling unique et un recrutement imm\u00e9diat.<\/p>\n<ul>\n<li><strong>Acte 3 &gt; Kellogg\u2019s : une communication int\u00e9gr\u00e9e<\/strong><\/li>\n<\/ul>\n<p>Kellogg\u2019s leader sur le march\u00e9 fran\u00e7ais des c\u00e9r\u00e9ales, renoue avec l\u2019authenticit\u00e9 et reconnecte le produit c\u00e9r\u00e9alier fini avec son ingr\u00e9dient d\u2019origine. L\u2019op\u00e9ration \u00ab\u00a0Origins\u00a0\u00bb vise \u00e0 valoriser le c\u00f4t\u00e9 sain et naturel des c\u00e9r\u00e9ales Kellogg\u2019s et expliquer leur transformation \u00ab\u00a0Du champ au bol\u00a0\u00bb. La campagne \u00ab\u00a0Jardinez avec Kellogg\u2019s\u00a0\u00bb prend aussi vie dans les GMS, \u00a0territoire id\u00e9al d\u2019expression pour la marque\u00a0: des jardini\u00e8res sont propos\u00e9es avec de vraies c\u00e9r\u00e9ales \u00e0 toucher pour une exp\u00e9rience sensorielle, mise en place d\u2019une PLV interactive avec des questions rigolotes et p\u00e9dagogiques, une offre in-pack avec des mini-kits potagers \u00e0 gagner (pour enfant ou pour adulte)&#8230;<\/p>\n<p><a href=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Kelloggs.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1130\" src=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Kelloggs-1024x683.jpeg\" alt=\"Op\u00e9ration marketing exp\u00e9rientiel In-store Kellogg's\" width=\"604\" height=\"403\" \/><\/a><\/p>\n<p><strong>D\u00e9cryptage\u00a0:<\/strong>\u00a0un message coh\u00e9rent sur tous les touch points, une th\u00e9atralisation qui sert le contenu, une communication double adulte-acheteur et enfant-prescripteur.<\/p>\n<ul>\n<li><strong>Acte 4 &gt; Milka Daim\u00a0: placer le produit au c\u0153ur de l\u2019exp\u00e9rience<\/strong><\/li>\n<\/ul>\n<p>Milka prend la parole sur son offre Snacking pour faire conna\u00eetre, faire go\u00fbter et faire acheter son fameux Milka Daim\u00a0: tendre chocolat Milka avec d\u2019irr\u00e9sistibles cornflakes et des \u00e9clats de Daim.\u00a0 Une exp\u00e9rience sous le signe du partage et de la gourmandise avec PLV fa\u00e7on comptoir de d\u00e9gustation \u00e0 l\u2019entr\u00e9e des magasins, un v\u00e9ritable \u00ab\u00a0rituel de service\u00a0\u00bb malin et efficace, des petites p\u00e9pites distribu\u00e9es dans des cornets esprit pop-corn pour une d\u00e9gustation imm\u00e9diate \u00a0et un jeu-concours Facebook en renfort\u2026 Op\u00e9ration \u00e0 croquer.<\/p>\n<p><a href=\"https:\/\/globe-group.com\/wp-content\/uploads\/2018\/11\/Milka.png\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1131\" src=\"https:\/\/globe-group.com\/wp-content\/uploads\/2018\/11\/Milka.png\" alt=\"Op\u00e9ration marketing exp\u00e9rientiel In-store Milka Daim\" width=\"604\" height=\"403\" \/><\/a><\/p>\n<p><strong>D\u00e9cryptage\u00a0:<\/strong>\u00a0une d\u00e9gustation ludique et originale pour favoriser l\u2019achat d\u2019impulsion, un relais sur les r\u00e9seaux sociaux pour booster et animer la communaut\u00e9.<\/p>\n<ul>\n<li><strong>Acte 5\u00a0&gt; Paper Mate Challenge : engager le shopper<\/strong><\/li>\n<\/ul>\n<p>A l\u2019occasion de la rentr\u00e9e des classes, Paper Mate lance le Paper Mater Challenge (lire <a href=\"http:\/\/blog.www.globe-shopper.fr\/paper-mate-back-to-school\/\">Paper Mate back to school<\/a>)\u00a0: une op\u00e9ration d\u2019activation originale autour du plaisir de l\u2019\u00e9criture gr\u00e2ce au d\u00e9veloppement d\u2019une application Paper Mate, qui reprend les codes des \u00a0jeux vid\u00e9o avec un stylo en guise de joystick. Boost\u00e9s par le ma\u00eetre de C\u00e9r\u00e9monie Papermate, les challengers s\u2019installent derri\u00e8re leurs pupitres et suivent les consignes sur l\u2019\u00e9cran, pour une \u00e9preuve de rapidit\u00e9, de dext\u00e9rit\u00e9 et d\u2019orthographe. Un jeu destin\u00e9 \u00e0 leur faire exp\u00e9rimenter \u2013 en live et en s\u2019amusant \u2013 l\u2019\u00e9criture sans efforts des stylos InkJoy ou les rollers gel effa\u00e7ables de la collection Replay Premium\u2026 Write and play\u00a0!<\/p>\n<p><a href=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Papermate.jpeg\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1133\" src=\"https:\/\/globe-group.com\/wp-content\/uploads\/2019\/01\/Papermate-1024x683.jpeg\" alt=\"Op\u00e9ration marketing exp\u00e9rientiel In-store Paper Mate Challenge\" width=\"604\" height=\"403\" \/><\/a><\/p>\n<p><strong>D\u00e9cryptage\u00a0:<\/strong>\u00a0un challenge in\u00e9dit, rythm\u00e9 et entrainant o\u00f9 le shopper est acteur de l\u2019exp\u00e9rience. Un dispositif marketing exp\u00e9rientiel \u00e0 forte valeur ajout\u00e9e qui permet \u00e0 la marque de sortir du rayon concurrentiel et cr\u00e9er de la consid\u00e9ration imm\u00e9diate.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing exp\u00e9rientiel vise \u00e0 engager le consommateur dans une relation avec la marque en le plongeant dans un univers gr\u00e2ce \u00e0 une exp\u00e9rience forte et immersive. Il s\u2019agit donc de campagnes d\u2019activation live, cr\u00e9atives et puissantes, destin\u00e9es \u00e0 pousser le contact entre la marque et le consommateur sur tous les terrains. Zoom sur les [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[144,134,145,89,146,147,136],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing exp\u00e9rientiel in-store : 5 activations inspirantes<\/title>\n<meta name=\"description\" content=\"Zoom sur les leviers du succ\u00e8s du marketing exp\u00e9rientiel en point de vente gr\u00e2ce \u00e0 5 case studies. 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