{"id":823,"date":"2019-05-09T12:34:31","date_gmt":"2019-05-09T10:34:31","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=823"},"modified":"2019-06-05T12:43:29","modified_gmt":"2019-06-05T10:43:29","slug":"digital-in-store-le-vendeur-connecte","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/digital-in-store-le-vendeur-connecte\/","title":{"rendered":"Digital in store : le vendeur connect\u00e9"},"content":{"rendered":"

Aujourd\u2019hui le consommateur exige en magasin autant, si ce n\u2019est plus, de services et de qualit\u00e9 que sur le web !<\/p>\n

Le magasin connect\u00e9<\/h2>\n

Il doit disposer d\u2019un ensemble de services permettant l\u2019acc\u00e8s en temps r\u00e9el aux informations produits et clients, aux offres promotionnelles, \u00e0 la r\u00e9servation et la commande.
\nLes supports sont divers et les enseignes n\u2019ont de cesse de mettre en place des dispositifs toujours plus innovants les uns que les autres. Mais le digital doit avant tout faciliter le service, puis l\u2019acte d\u2019achat<\/a>.<\/strong><\/p>\n

Le digital en magasin doit \u00eatre au service du client et pens\u00e9 pour le client.<\/strong><\/div>\n

Redonner sa place au vendeur<\/h2>\n

Dans cette qu\u00eate de mise en place de dispositifs digitaux, le vendeur, pi\u00e8ce centrale du magasin est souvent oubli\u00e9.<\/p>\n

Le digital doit aider le vendeur \u00e0 reprendre la place que le commerce de proximit\u00e9 lui avait donn\u00e9e. Il est l\u2019investigateur d\u2019une relation de proximit\u00e9 entre la marque et ses clients.<\/strong><\/p>\n

Toutefois, le consommateur \u00e9tant de plus en plus connect\u00e9 et devenant de plus en plus autonome, la place du vendeur est remise en question.<\/p>\n

Selon l\u2019\u00e9tude Samsung\/InfoPro Digital* de 2018 :<\/strong><\/p>\n

    \n
  • 54% des sond\u00e9s estiment que les conseils des vendeurs seraient meilleurs si ceux-ci \u00e9taient \u00e9quip\u00e9s d\u2019un dispositif digital.<\/li>\n
  • 83% pr\u00e9f\u00e8rent se passer d\u2019un vendeur.<\/li>\n
  • 27% pensent que nous aurons besoin de moins en moins de vendeur, sauf si celui-ci est capable de s\u2019inscrire dans l\u2019exp\u00e9rience client propos\u00e9e par la marque, en \u00e9tant source de conseils pertinents.<\/li>\n
  • 86% pensent qu\u2019un vendeur \u00e9quip\u00e9 d\u2019une tablette peut donner des conseils pertinents ou dire si un produit est disponible dans un autre magasin.<\/li>\n<\/ul>\n
    L\u2019objectif n\u2019est donc pas d\u2019\u00e9quiper co\u00fbte que co\u00fbte les vendeurs. Cette d\u00e9marche doit s\u2019inscrire dans une strat\u00e9gie digitale<\/strong> pour laquelle un \u00e9cosyst\u00e8me de marque aura \u00e9t\u00e9 d\u00e9fini, des parcours clients exprim\u00e9s.<\/div>\n

    Voici ce qu\u2019apportera la digitalisation des vendeurs<\/h2>\n
      \n
    1. La connaissance client<\/strong>
      \nAvoir une visibilit\u00e9 compl\u00e8te sur la connaissance client afin de l\u2019accueillir, le guider et le conseiller.<\/li>\n
    2. L\u2019offre catalogue<\/strong>
      \nConsulter l\u2019offre produit compl\u00e8te, le stock (g\u00e9n\u00e9ral et par point de vente), des informations compl\u00e9mentaires, techniques, vid\u00e9os, avis clients, \u2026 pour toujours mieux conseiller et guider le client.<\/li>\n
    3. La transformation<\/strong>
      \nPermettre l\u2019acte d\u2019achat, par la r\u00e9servation, le passage de commande, la livraison \u00e0 domicile, le paiement en mobilit\u00e9.<\/li>\n
    4. La relation client<\/strong>
      \nAssurer la relation en permettant au vendeur d\u2019\u00eatre contacter par \u00ab leur \u00bb client \u00e0 partir des r\u00e9seaux sociaux.<\/li>\n<\/ol>\n

      Mais avant d\u2019arriver \u00e0 cela, il est n\u00e9cessaire de prendre en compte quelques pr\u00e9requis.<\/h2>\n
        \n
      1. La couverture r\u00e9seau des points de vente<\/strong>
        \nR\u00e9seau filaire pour les \u00e9crans et wifi pour les devices vendeurs ainsi que pour les clients.<\/li>\n
      2. Le choix du support<\/strong>
        \nIl vous faut choisir des supports tactiles adapt\u00e9s \u00e0 une utilisation en point de vente, en fonction de vos objectifs et des fonctionnalit\u00e9s mises \u00e0 la disposition du vendeur. Une borne doit \u00eatre bien visible, une tablette facilement transportable, un smartphone se glisser dans une poche, \u2026<\/li>\n
      3. L\u2019EMM (Enterprise Mobility Management)<\/strong>
        \nMettre des tablettes dans les mains des vendeurs, c\u2019est tr\u00e8s bien, mais quand on a 200 magasins et environ 600 vendeurs, cela fait quelques tablettes \u00e0 g\u00e9rer, car attention, rien de plus frustrant pour un client qu\u2019un conseiller dont la tablette nous propose un \u00e9cran noir. Il vous faudra donc g\u00e9rer toute cette flotte mobile en mettant en place une solution d\u2019EMM.<\/li>\n
      4. L\u2019accessibilit\u00e9 du syst\u00e8me d\u2019information<\/strong>
        \nUn syst\u00e8me d\u2019information qui doit \u00eatre en mesure de d\u00e9livrer tout type d\u2019informations sur les produits et les clients, \u00e0 n\u2019importe quel device connect\u00e9.<\/li>\n
      5. Le smart Data<\/strong>
        \nCentraliser et faire converger, en temps r\u00e9el, toutes les donn\u00e9es \u00e9manant de diff\u00e9rents canaux pour avoir une vision unique et pr\u00e9cise des clients et des produits.<\/li>\n
      6. Le paiement en mobilit\u00e9<\/strong>
        \nSi vous d\u00e9cidez de proposer \u00e0 vos clients un parcours d\u2019achat sans couture, vos vendeurs devront \u00eatre capables de finaliser une vente, donc d\u2019encaisser sans devoir retourner en caisse.<\/li>\n<\/ol>\n

        Enfin, n\u2019oubliez pas vos vendeurs lors de la conception du dispositif !<\/h2>\n

        Car au-del\u00e0 des attentes de vos clients, de l\u2019aspect technologique de la mise en place de tels outils, il est primordial d\u2019inclure les vendeurs dans la r\u00e9alisation et le d\u00e9ploiement des solutions adopt\u00e9es, car si le dispositif connect\u00e9 n\u2019est pas jug\u00e9 efficace et pertinent par les vendeurs, ou que ceux-ci subissent leurs arriv\u00e9es, alors il y a peu de chance que cela fonctionne.<\/p>\n

        Il s\u2019agit de mettre en place des dispositifs qui vont modifier le parcours de la vente.<\/strong><\/p>\n

        Les vendeurs doivent donc \u00eatre impliqu\u00e9s dans la conception, puis form\u00e9s, afin d\u2019en tirer toute l\u2019efficacit\u00e9 attendue. Et ne minimisez pas l\u2019ergonomie et le design des applications car bien que ces applications soient destin\u00e9es \u00e0 un usage priv\u00e9, elles sont \u00e9galement souvent en soutien visuel de la discussion entre le vendeur et son client.<\/p>\n

         <\/p>\n

        * \u00c9tude Samsung Smart Retail : qu\u2019en pensent les clients ? – 2018<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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