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![exemple 2 : sentinelo
« Il y a des promotions
en permanence […]
mais c’est lorsque vous
êtes dans la rue et que
vous avez besoin ou
envie d’acheter un
article en particulier
que vous aimeriez que
quelqu’un vous guide
vers la boutique qui fait
cette promotion, à
l’instant T et à
proximité. »
9
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[Fr] 7 exemples de technologie en point de vente
Le document présente sept exemples d'innovations dans le domaine de la technologie et du commerce, illustrant comment les entreprises intègrent le commerce omniprésent, le e-commerce, et des technologies comme le NFC et la réalité augmentée pour améliorer l'expérience client. Il évoque des initiatives comme Shopkick, Tesco Homeplus, et la gamification via Foursquare. Les tendances de vente en ligne et l'utilisation croissante des réseaux sociaux et applications mobiles sont également mises en avant.
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[Fr] 7 exemples de technologie en point de vente
- 1. technologie et commerce: 7 exemples concrets innovants 1er Forum Digital Media Paris, 7 novembre 2012 1 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 2. creative commons notice This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://visionarymarketing.com) bit.ly/ucommerce 2 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 3. 2 publications en2011 http://precommerce.com http://amonboss.com 3 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 4. 15 minutes –7 exemples note : vision personnelle et non exhaustive basée sur l’observation 4 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 5. by 2015, companieswill generate 50 percent of Web sales via their social presence and mobile applications Gene Alvarez, Gartner 5 2012 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 6. ne touche pasque la high-tech appareils ménagers 15% des ventes = pure players + click & mortar vs. 7% en 2009 prév. 22% en 2015 … mais Italie : 0% ventes par Internet source: représentant officiel Whirlpool et étude Gfk 6 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 7. ROPO / ROBO researchon line, purchase / buy off line 2012 7 « les commerçants (hors pure players) ne font pas plus de 4-5% de commerce en ligne » Bruno Vercelli http://bit.ly/mcom12 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 8. exemple 1 :shopkick u-commerce = ubiquitous commerce e-commerce m-commerce s-commerce u-commerce shopkick: 3m utilisateurs, 5 m visites en boutique (3,000 magasins) 1 milliard de produits vus, 10m scans, 20% taux de conversion source: Orange Badim été 2012 • gagner « kicks » / visite magasin • chaînes + marques (P&G, Unilever, Kraft …) • partenariat Mastercard 2012 • iOS/Android 8 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 9. exemple 2 :sentinelo « Il y a des promotions en permanence […] mais c’est lorsque vous êtes dans la rue et que vous avez besoin ou envie d’acheter un article en particulier que vous aimeriez que quelqu’un vous guide vers la boutique qui fait cette promotion, à l’instant T et à proximité. » 9 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 10. exemple 3: TescoHomePlus (Corée du Sud) Tesco homeplus South Korea 2011 source: Creditdonkey 10 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 11. exemple 3 bis:Carrefour – magasins virtuels (appli mes courses) http://bit.ly/virtualcarrefour Octobre 2012 Lyon la Part Dieu et Gare du Nord 11 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 12. exemple 4 :NFC – faits et chiffres Orange déploie le NFC dans ses cartes SIM en France 1ère en France avec Gemalto déploiement massif sécurité ~ à la carte à puce faits & chiffres Casino : 1er magasin « full nfc » 2.500 m2 – 25.000 références Leclerc : étiquettes NFC (10/10/12) infrastructure STIF 01/2013 TPE NFC en cours 2015 : 90% des cartes de paiement = NFC 12 oran.ge/nfcannonce some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 13. 13 Vers une accélérationdu sans contact http://sanscontact.wordpress.com/ • de l’importance de l’annonce de Casino d’un supermarché NFC • vitrophanie et formation : chaînons manquant de l’usage du sans contact Déploiement national industriel Plus d’un million de mobiles NFC dans la poche des citoyens (source AFSCM) 17 modèles CITYZI en vente – Fin Juin 2012 13
- 14. exemple 5 :questionnaire satisfaction en magasin / smartphone wizville.fr 2012 14 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 15. exemple 6 :la réalité augmentée devient réelle metaio.com 15 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 16. exemple 6 :la réalité augmentée devient réelle metaio.com (IKEA) Mitsubishi HVAC app: $ 30 m ventes additionnelles ménagères de – de 50 ans housewives décisionnaires intégration Facebook, Twitter and dropbox Volvo, V40 visualisation 3D de l’airbag pare-choc frontal Audi A1 : manuel en RA VW : appli de maintenance Ikea: 250 million versions du catalogue Lego etc. http://bit.ly/ikeametaio 16 some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 17. vidéo http://dai.ly/KXfgW7 (video) exemple 7: gamification avec Foursquare Orange.fr • avant-garde • nouvelles boutiques • événementiel • promotions • marque 17 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 18. exemple 7 :gamification avec Foursquare les chiffres 15,020 aficionados 1170 tips 13 listes (wifi hotspots, stadiums, Orange cinedays…) 1 badge (no. 1 in France) 32,249 check-ins 18 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 19. pour poursuivre votrelecture www.ropo.fr le blog qui va au-delà du e-commerce (N Prigent) JDNet : le décollage du NFC L’Express : 14 applications sélectionnées computerworld : ce qui a marché et pas marché en géolocalisation presentation sur la géolocalisation et le location based marketing pour le e-commerce : http://ifeelgoods.com 19 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 20. thank you 20 2012somerights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
- 21. interact with usonline @orange http://www.facebook.com/orange http://live.orange.com http://slideshare.net/orange 21 2012some rights reserved - cc 2012 - Yann Gourvennec - Visionarymarketing.com
Notes de l'éditeur
- #9 The consumer becomes ubiquitousThere are mobile applications enabling bricks and mortarsales outlets to f ght back, to attract consumers into storesand make the sale there and then, rather than elsewhereand online.Shopkick, for example, offers users amobile-based geo-positioning applicationthat can be used to earn points andreceive promotional vouchers if theyvisit partner stores. With 3 million activeusers, the application has generatedmore than 5 million bricks and mortar store visitors in anetwork of more than 3,000 sales outlets in the US. Morethan a billion products have been consulted via the application,including 10 million scanned by user’s stores. Theapplication makes it possible for conversion rates of 20%to be reached!Consumers are not taking sides in this battle betweenbricks and mortar shops and e-commerce sites. Theyare not compartmentalising channels in their purchasingbehaviour, becoming instead ubiquitous, using whicheverchannel they like, anywhere and anytime.To join the age of u-commerce (ubiquitous commerce)with their customers, brands and retailers need to f ndcomplementarity between the channels to generate moretraff c then win visitors over so that they buy, anywhere,anytime and using any channel. With u-commer
- #11 >> Tesco builds virtual shops for Korean commutersA visual experiment in mobile supermarket shopping has done very well for Tesco in South Korea3:42PM BST 27 Jun 2011http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html“The application was developed with Cheil Worldwide, an advertising and online development group.”“To work in the UK, two vital pieces of infrastructure would be required: mobile connectivity on all forms of public transport, including the tube networks in London, Glasgow and other cities, and a fleet of delivery vans set up for fast reactions. At the time of writing, the earliest available slot for a delivery to my address in London is on Wednesday afternoon.”Is Tesco’s Subway Virtual Store the Current Coolest Digital Program?David Aakerhttp://www.prophet.com/blog/aakeronbrands/58-is-tescos-subway-virtual-store-the-current-coolest-digital-program“For customers, the effort turned wasted waiting time in a subway into productive shopping time and also saved people an often painful trip to a store. It also provided a 130% boost to Tesco’s home delivery programs, introduced people to Tesco and provided important inroads into E-mart’s market. It was a win-win concept.”