{"id":815,"date":"2019-04-12T13:04:37","date_gmt":"2019-04-12T11:04:37","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=815"},"modified":"2019-06-05T11:39:58","modified_gmt":"2019-06-05T09:39:58","slug":"le-discours-metier-et-la-perception-client","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/le-discours-metier-et-la-perception-client\/","title":{"rendered":"Le discours m\u00e9tier et la perception client"},"content":{"rendered":"<h2 id=\"a-la-recherche-du-sec-entier\">A la recherche du sec entier\u2026<\/h2>\n<p>Le grand malentendu entre discours m\u00e9tiers et perception clients !<\/p>\n<p>R\u00e9guli\u00e8rement je me balade fa\u00e7on retail tour pour d\u00e9couvrir, m\u2019enrichir, voir l\u2019\u00e9volution <a href=\"https:\/\/www.agence-bradford.com\/nos-expertises\/marketing-du-point-de-vente\/\">des points de vente<\/a>, de l\u2019offre et de l\u2019attention client.<\/p>\n<p>De l\u2019hyper au magasin de proximit\u00e9, les enseignes ont toutes des choses \u00e0 raconter. Encore faut-il que la prise de parole soit claire et compr\u00e9hensible !<\/p>\n<blockquote><p><strong>Ce billet n\u2019a pas pour but de stigmatiser, ni de juger telle ou telle enseigne mais de faire un retour d\u2019exp\u00e9rience de sp\u00e9cialiste et de consommateur que je suis !<\/strong><\/p><\/blockquote>\n<p>Un de mes premiers r\u00e9flexes, quand je rentre dans une surface de vente, c\u2019est de r\u00e9ussir \u00e0 m\u2019orienter. L\u00e0 les choses sont plut\u00f4t bien faites en g\u00e9n\u00e9ral : la boucherie s\u2019appelle la boucherie, la boulangerie la boulangerie, le multim\u00e9dia le multim\u00e9dia, \u2026<\/p>\n<p>Apr\u00e8s comme les hypers sont con\u00e7us \u00e0 peu pr\u00e8s de la m\u00eame fa\u00e7on, 2 ou 3 entr\u00e9es, PGC et m\u00e9tiers de bouche \u00e0 gauche, non alimentaire \u00e0 droite, c\u2019est assez simple de se rep\u00e9rer !<\/p>\n<div class=\"pk-content-block pk-block-bg pk-block-bg-light\"><strong>L\u2019affaire se corse quand il s\u2019agit de trouver la cave \u00e0 saucisson ou le disque dur externe pour sauvegarder mes photos de vacances \u2026<\/strong><\/div>\n<p>Pour l\u2019amateur de saucisson que je suis, devant une offre pl\u00e9thorique, il n\u2019est pas rare que l\u2019on me parle de \u00ab <strong>sec entier<\/strong> \u00bb, de \u00ab <strong>Rosette d\u00e9cal\u00e9e<\/strong> \u00bb, de \u00ab <strong>salami empil\u00e9<\/strong> \u00bb, &#8230;<br \/>\nBref, un tas d\u2019appellations qui ne font pas partie de ma liste de courses et qui sont clairement issues d\u2019un listing m\u00e9tier !<\/p>\n<p>M\u00eame constat pour les fromages en libre-service o\u00f9 l\u2019on retrouve des \u00ab ovales \u00bb, des \u00ab typ\u00e9s \u00bb, &#8230;<\/p>\n<div class=\"pk-content-block pk-block-border-all\">Bon, comme le choix se fait essentiellement par les yeux (et le prix !), cette segmentation un peu bizarre est facilement contournable, ce qui est beaucoup moins vrai pour le fameux disque dur !<\/div>\n<p>L\u00e0, sans une p\u00e9dagogie claire, sans vendeur muet compr\u00e9hensible, sans la pr\u00e9sence d\u2019un conseiller, le b\u00e9otien que je suis passera son chemin et se tournera vers une enseigne sp\u00e9cialiste (ou Amazon !), qui lui expliquera clairement quelle est la meilleure solution \u00e0 son probl\u00e8me !<\/p>\n<h2 id=\"cette-realite-est-valable-pour-lensemble-du-parcours-client\"><strong>Cette r\u00e9alit\u00e9 est valable pour l\u2019ensemble du parcours client :<\/strong><\/h2>\n<ul class=\"pk-list-positive\">\n<li>Comment faire le choix d\u2019une casserole pour ma plaque induction ?<\/li>\n<li>Quelle forme de pantalon choisir ?<\/li>\n<li>Quel vin pour accompagner tel met ?<\/li>\n<li>Quelle cartouche d\u2019encre pour mon imprimante ?<\/li>\n<li>Comment choisir ma couette ?<\/li>\n<li>Quelle lessive pour le pantalon choisi ?<\/li>\n<li>etc, \u2026<\/li>\n<\/ul>\n<p><strong>Toutes <a href=\"https:\/\/www.agence-bradford.com\/inside-shopper\/la-signaletique-tout-un-art\/\">ces aides au choix<\/a> qui peuvent sembler futiles ou inutiles mais qui, \u00e0 mes yeux de shopper, sont \u00ab hyper \u00bb importantes pour transformer mon achat.<\/strong><\/p>\n<p>Et bien s\u00fbr en adaptant un discours m\u00e9tier en r\u00e9el discours client !<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">A la recherche du sec entier\u2026 Le grand malentendu entre discours m\u00e9tiers et perception clients ! R\u00e9guli\u00e8rement je me balade fa\u00e7on retail tour pour d\u00e9couvrir, m\u2019enrichir, voir l\u2019\u00e9volution des points&hellip;<\/div>\n","protected":false},"author":6,"featured_media":816,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[32,46,44,47,48,45],"powerkit_post_featured":[],"class_list":{"0":"post-815","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-experiences-humeurs","8":"tag-experience-client","9":"tag-hypermarche","10":"tag-magasin","11":"tag-parcours-client","12":"tag-pedagogie-client","13":"tag-point-de-vente"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le discours m\u00e9tier et la perception client - inside-shopper<\/title>\n<meta name=\"description\" content=\"De l\u2019hyper au magasin de proximit\u00e9, les enseignes ont toutes des choses \u00e0 raconter. 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