{"id":826,"date":"2019-05-09T13:09:03","date_gmt":"2019-05-09T11:09:03","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=826"},"modified":"2019-05-22T17:04:43","modified_gmt":"2019-05-22T15:04:43","slug":"un-shopper-peut-en-cacher-un-autre","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/un-shopper-peut-en-cacher-un-autre\/","title":{"rendered":"Un shopper peut en cacher un autre"},"content":{"rendered":"

Un shopper ? Qui en cache un autre ?<\/h2>\n

La formule est amusante et elle nous renvoie \u00e0 ce vieux panneau, que l\u2019on trouve encore devant certains passages \u00e0 niveau et dont on n\u2019a en fait, jamais vraiment compris la signification.<\/p>\n

Mais, un shopper qui en cache un autre, ce n\u2019est pas tr\u00e8s amusant pour un directeur marketing. Cela peut m\u00eame poser question, susciter le doute, voire un d\u00e9but d\u2019inqui\u00e9tude.<\/p>\n

\u00ab Qu\u2019est-ce qu\u2019un shopper peut cacher ? Je les connais bien mes shoppers : je les ai \u00e9cout\u00e9s, \u00e9tudi\u00e9s, encart\u00e9s, pan\u00e9lis\u00e9s, tous bien rang\u00e9s dans des bases de donn\u00e9es, des parcours de conversion, des segments, des programmes de fid\u00e9lit\u00e9\u2026\u00bb<\/p><\/blockquote>\n

Monsieur le Directeur Marketing , ne vous \u00eates-vous jamais demand\u00e9 si derri\u00e8re le shopper, se cachait peut-\u00eatre un consommateur ? Et inversement ? Jamais ?<\/strong><\/div>\n

Nous y voil\u00e0 !<\/strong><\/p>\n

Cela explique s\u00fbrement pourquoi vous trouvez judicieux de me f\u00eater chaque ann\u00e9e une joyeuse f\u00eate des grand-m\u00e8res et de m\u2019envoyer des newsletters qui me parlent (sur un ton certes complice) de mes probables soucis d\u2019incontinence nocturne ou de cette gaine au maintien extraordinaire.<\/p>\n

Monsieur le Directeur du Marketing, j\u2019ai 38 ans, je suis un jeune p\u00e8re de famille, je joue au rugby, je mange bio, j\u2019aime les treks en Asie et je ne commande jamais en ligne. Sauf pour ma vielle maman, qui \u00e9tait ravie de recevoir \u00e0 domicile la chemise de nuit en taille 52 que j\u2019avais command\u00e9e pour elle sur votre site.<\/p>\n

Alors, qui se cache derri\u00e8re le Shopper ? Un consommateur ?<\/h2>\n

Le consommateur (prescripteur) est-il toujours le shopper (acheteur final) ? <\/strong>
\nH\u00e9las non ! Ce serait trop facile !<\/strong><\/p>\n

Prenons le cas de Monsieur et Madame.
\nMonsieur ne con\u00e7oit pas une journ\u00e9e sans la conclure avec une c\u00e9l\u00e8bre bi\u00e8re belge, brass\u00e9e par des moines trappistes. Il en aime la saveur, le design original de la bouteille, les valeurs de tradition et d\u2019authenticit\u00e9 v\u00e9hicul\u00e9es par cette marque. Il n\u2019est pas non plus insensible au verre personnalis\u00e9 qui lui a \u00e9t\u00e9 offert, ni \u00e0 la visite de la brasserie qu\u2019il a gagn\u00e9e lors d\u2019un jeu concours.<\/p>\n

Monsieur est donc un inconditionnel de cette marque. C\u2019est un consommateur !<\/strong><\/span><\/p>\n

Madame, elle, n\u2019aime pas la bi\u00e8re, elle n\u2019en boit jamais et pour elle toutes les marques se ressemblent (apr\u00e8s tout, la bi\u00e8re ce n\u2019est que de la bi\u00e8re, non ?).
\nMais \u00e0 la maison, c\u2019est Madame qui fait les courses et qui g\u00e8re le budget.<\/p>\n

\u00c7a se complique !<\/strong><\/p>\n

    \n
  • Est-ce que le brand content va faire acheter plus de bi\u00e8re \u00e0 Madame ?<\/li>\n
  • Est-ce que le bon de r\u00e9duction pour une marque concurrente va faire changer les habitudes de Monsieur ?<\/li>\n<\/ul>\n

    Non. S\u00fbrement pas.<\/p>\n

    Une fois cela entendu, on est en droit d\u2019attendre de cette marque de bi\u00e8re, une communication diff\u00e9renci\u00e9e et adapt\u00e9e. <\/strong><\/span><\/div>\n

    Pour Monsieur, une communication personnalis\u00e9e, fid\u00e9lisante, porteuse d\u2019attention et de contenu qui le confortera dans son attachement \u00e0 cette marque.<\/p>\n

    Pour Madame, une promotion, une pr\u00e9sence dans le tract du supermarch\u00e9 voisin ou sur la page d’accueil de son drive seront les bienvenus.<\/p>\n

    On enfonce une porte ouverte ?<\/strong>
    \nIl suffit d\u2019ouvrir sa bo\u00eete mail pour s\u2019apercevoir que non !<\/p>\n

    L\u2019automatisation de la relation client, les outils de mesure bas\u00e9s uniquement sur la performance et l\u2019imm\u00e9diatet\u00e9 du ROI, ont restreint la relation client \u00e0 la mesure du clic.<\/strong><\/div>\n

    A l\u2019heure o\u00f9 l\u2019on ne parle que d\u2019exp\u00e9rience client, de gr\u00e2ce, arr\u00eatez de m\u2019envoyer les offres destin\u00e9es \u00e0 ma m\u00e8re !<\/p>\n","protected":false},"excerpt":{"rendered":"

    Un shopper ? Qui en cache un autre ? La formule est amusante et elle nous renvoie \u00e0 ce vieux panneau, que l\u2019on trouve encore devant certains passages \u00e0 niveau…<\/div>\n","protected":false},"author":4,"featured_media":827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[54,52,32,53,38,51],"powerkit_post_featured":[],"class_list":{"0":"post-826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-client","8":"tag-communication","9":"tag-consommateur","10":"tag-experience-client","11":"tag-newsletter","12":"tag-relation-client","13":"tag-shopper"},"acf":[],"yoast_head":"\nUn shopper peut en cacher un autre - inside-shopper<\/title>\n<meta name=\"description\" content=\"Qui se cache derri\u00e8re un shopper ? Un consommateur ? Le consommateur est-il toujours le shooper ? H\u00e9las, non ! 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