{"id":2789,"date":"2018-11-05T00:00:00","date_gmt":"2018-11-04T23:00:00","guid":{"rendered":"https:\/\/globe-group.com\/non-classifiee\/lexperience-le-nouveau-pre-requis-a-lachat\/"},"modified":"2021-04-08T10:47:31","modified_gmt":"2021-04-08T09:47:31","slug":"lexperience-le-nouveau-pre-requis-a-lachat-2","status":"publish","type":"post","link":"https:\/\/www.globe-shopper.fr\/fr\/article\/lexperience-le-nouveau-pre-requis-a-lachat-2\/","title":{"rendered":"L\u2019Exp\u00e9rience, le nouveau pr\u00e9-requis \u00e0 l\u2019achat"},"content":{"rendered":"<h4 style=\"text-align: center;\">XBA Les r\u00e8gles ont chang\u00e9. Un bon produit, une belle histoire sont indispensables mais ne suffisent plus pour vendre.&nbsp;Aujourd\u2019hui, le shopper exige plus de contact humain, plus de preuve, plus de sens&#8230;<\/h4>\n<h5><strong>L\u2019Exp\u00e9rience, le nouveau pr\u00e9-requis \u00e0 l\u2019achat.&nbsp;Les r\u00e8gles ont chang\u00e9 :<\/strong><\/h5>\n<ul>\n<li>74% des consommateurs disent qu\u2019une marque pourrait dispara\u00eetre sans qu\u2019ils s\u2019en rendent compte.<\/li>\n<li>Les consommateurs sont de moins en moins fid\u00e8les. Le fameux ratio des 80\/20 approche aujourd\u2019hui le 50\/50.<\/li>\n<li>71% des consommateurs attendent des marques qu\u2019elles soient disponibles o\u00f9 et quand ils le d\u00e9cident.<\/li>\n<\/ul>\n<p>Un bon produit, une belle histoire sont indispensables mais ne suffisent plus pour vendre. Dans un monde toujours plus digital, face \u00e0 une offre toujours plus large et une surench\u00e8re promotionnelle, le shopper exige plus de contact humain, plus de preuve, plus de sens\u2026l\u2019exp\u00e9rience est devenue le pr\u00e9-requis \u00e0 l\u2019acte d\u2019achat.<\/p>\n<p>Obsol\u00e8te l\u2019effet waouh des ann\u00e9es 2000. Aujourd\u2019hui le shopper attend une exp\u00e9rience simple, distinctive, m\u00e9morable et surtout personnalis\u00e9e.<\/p>\n<p><strong>Quand les histoires font vendre<\/strong><\/p>\n<p>Le story selling prend le relais du story telling pour accompagner le consommateur jusqu\u2019\u00e0 l\u2019acte d\u2019achat.<\/p>\n<p><strong>Premi\u00e8re \u00e9tape :<\/strong>&nbsp;D\u00e9velopper une Plateforme Shopper qui incarne la plateforme de marque.<br \/>\n<strong><br \/>\nDeuxi\u00e8me \u00e9tape :<\/strong>&nbsp; Partir des insights shopper pour d\u00e9finir l\u2019Exp\u00e9rience.<br \/>\n<strong><br \/>\nTroisi\u00e8me \u00e9tape :<\/strong>&nbsp;D\u00e9finir les touch points<\/p>\n<p>Pour avoir un impact sur le comportement d\u2019achat et sur les ventes, les dispositifs exp\u00e9rientiels s\u2019appr\u00e9hendent comme un m\u00e9dia classique :&nbsp; savoir quantifier le nombre de contacts par rapport \u00e0 la cible et r\u00e9fl\u00e9chir en termes de GRP hors-m\u00e9dia.<\/p>\n<p>Et quand l\u2019exp\u00e9rience v\u00e9cue a du sens et d\u00e9clenche l\u2019\u00e9motion, non seulement, le consommateur ach\u00e8te mais il est m\u00eame pr\u00eat \u00e0 acheter \u00e0 un prix un peu plus \u00e9lev\u00e9 et \u00e0 recommander \u00e0 son entourage. De quoi ouvrir d\u2019heureuses perspectives pour les marques !<\/p>\n<p>Lire l\u2019interview compl\u00e8te de Jeremy Dahan, Pr\u00e9sident et Fondateur de Globe Groupe dans le CB News Special Shopper (CB News #71, novembre 2018).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>XBA Les r\u00e8gles ont chang\u00e9. Un bon produit, une belle histoire sont indispensables mais ne suffisent plus pour vendre.&nbsp;Aujourd\u2019hui, le shopper exige plus de contact humain, plus de preuve, plus de sens&#8230; L\u2019Exp\u00e9rience, le nouveau pr\u00e9-requis \u00e0 l\u2019achat.&nbsp;Les r\u00e8gles ont chang\u00e9 : 74% des consommateurs disent qu\u2019une marque pourrait dispara\u00eetre sans qu\u2019ils s\u2019en rendent compte. [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":923,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019Exp\u00e9rience, le pr\u00e9-requis \u00e0 l\u2019achat - Agence Shopper Globe<\/title>\n<meta name=\"description\" content=\"Les r\u00e8gles ont chang\u00e9, l&#039;acte d&#039;achat passe d\u00e9sormais par l&#039;exp\u00e9rience, le nouveau pr\u00e9-requis \u00e0 l&#039;achat. 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