{"id":829,"date":"2019-05-02T16:02:34","date_gmt":"2019-05-02T14:02:34","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=829"},"modified":"2019-05-09T14:31:03","modified_gmt":"2019-05-09T12:31:03","slug":"connais-ton-shopper-comme-toi-meme","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/connais-ton-shopper-comme-toi-meme\/","title":{"rendered":"Connais ton shopper comme toi-m\u00eame"},"content":{"rendered":"<p>Bon nombre d\u2019acteurs du e-commerce cantonnent leur <strong>politique de fid\u00e9lisation clients \u00e0 une logique qui rel\u00e8ve plus de la surpression commerciale que de la r\u00e9elle fid\u00e9lisation.<\/strong><\/p>\n<p>Le pure player peine ainsi \u00e0 fid\u00e9liser ses clients et se voit contraint de racheter constamment son audience. Le propos n\u2019est pas de minimiser la performance des outils existants : marketing automation, programmes de fid\u00e9lit\u00e9, plan e-marketing, social selling et pourtant&#8230; On peut n\u00e9anmoins noter la frilosit\u00e9 de l\u2019e-commer\u00e7ant, face au potentiel fid\u00e9lisant du print-to-web.<\/p>\n<h2 id=\"pourquoi\">Pourquoi ?<\/h2>\n<p>Parce que le media papier, pour l\u2019e-commer\u00e7ant, \u00e9voque souvent et avant tout, des investissements lourds (il est vrai que co\u00fbts de fabrication et d\u2019affranchissement ne sont pas anodins), un savoir-faire pas forc\u00e9ment ma\u00eetris\u00e9 et un temps de mise en \u0153uvre inhabituel dans son mod\u00e8le \u00e9conomique.<\/p>\n<div class=\"pk-content-block pk-block-bg pk-block-bg-light\"><strong>Pourtant le print-to-web offre un temps de contact commercial privil\u00e9gi\u00e9 qui enrichit l\u2019exp\u00e9rience client et donc fid\u00e9lise ! <\/strong><\/div>\n<p>Exp\u00e9rience tactile, meilleure m\u00e9morisation de l\u2019information, perception plus agr\u00e9able de l\u2019information que sur \u00e9cran et exposition plus longue du message. C\u2019est aussi un media qui permet \u00e0 l\u2019annonceur de prendre le temps de communiquer sur les valeurs de l\u2019entreprise, donc cr\u00e9er de l\u2019attachement \u00e0 la marque.<\/p>\n<div class=\"pk-content-block pk-block-border-all\"><span style=\"color: #000000;\"><strong>Et contrairement \u00e0 une id\u00e9e re\u00e7ue chez les Pure Players, le Print-to-web se mesure !<\/strong><\/span><\/div>\n<h2 id=\"print-to-web-et-roi\">Print to web et ROI<\/h2>\n<p><strong>La fid\u00e9lisation en mode print-to-web n\u00e9cessite une allocation des ressources juste, bas\u00e9e sur un mod\u00e8le pr\u00e9dictif.<\/strong> Cela induit une segmentation de la base clients qui va permettre d\u2019adapter l\u2019investissement commercial au potentiel client. Une logique commerciale cibl\u00e9e mais parfois \u00e9cart\u00e9e au profit d\u2019une logique de mass market !<\/p>\n<p>Un plan d\u2019activation print-to-web sur une base qualifi\u00e9e et segment\u00e9e est rentable sur le court terme mais \u00e9galement sur le long terme quand on mesure la Life Time Value d\u2019un client activ\u00e9 par le print.<\/p>\n<p><strong>L\u2019int\u00e9r\u00eat de la segmentation R.F.M.<\/strong><br \/>\nD\u00e9couper la base clients en segments homog\u00e8nes, sur des crit\u00e8res comportementaux c\u2019est la possibilit\u00e9 de suivre et comprendre, mieux d\u00e9finir et r\u00e9pondre aux attentes et surtout adapter l\u2019investissement commercial au potentiel de chaque segment.<br \/>\nLa crit\u00e9risation RFM, c\u2019est le calcul d\u2019un score \u00e0 partir de data comportementale basique :<\/p>\n<ul class=\"pk-list-positive\">\n<li>R = R\u00e9cence du dernier achat<\/li>\n<li>F = Fr\u00e9quence des achats<\/li>\n<li>M = Montant des achats<\/li>\n<\/ul>\n<h3 id=\"la-mise-en-oeuvre-de-la-segmentation-rfm-est-relativement-simple\">La Mise en \u0153uvre de la segmentation RFM est relativement simple.<\/h3>\n<ol class=\"pk-list-styled\">\n<li>Choix d\u2019une p\u00e9riodicit\u00e9 (trimestre, semestre, ann\u00e9e)<\/li>\n<li>Calcul du vecteur d\u2019activit\u00e9 :\n<ul class=\"pk-list-styled\">\n<li>Variables binaires avec 1 = achat, 0 pas d\u2019achat<\/li>\n<li>L\u2019activit\u00e9 est observ\u00e9e sur 4 p\u00e9riodes (0 0 1 1) la plus r\u00e9cente est g\u00e9n\u00e9ralement repr\u00e9sent\u00e9e \u00e0 gauche.<\/li>\n<\/ul>\n<\/li>\n<li>Attribution de coefficients pour le calcul des classification RF<\/li>\n<li>Pond\u00e9ration par le montant<\/li>\n<\/ol>\n<h3 id=\"la-mise-en-place-de-la-segmentation-rfm-va-influer-sur-le-plan-dactions-commerciales\">La mise en place de la segmentation RFM va influer sur le plan d\u2019actions commerciales.<\/h3>\n<ol class=\"pk-list-styled\">\n<li>La classification des segments clients (TTBC, BC, Ti\u00e8des, etc) va permettre d\u2019activer (ou pas) des segments de fichiers en fonction de leur potentiel ROIste&#8230; Et de mesurer ces actions.<\/li>\n<li>Le suivi de migration des clients dans les segmentations<\/li>\n<li>La pr\u00e9dictivit\u00e9, au fil des mois, des r\u00e9sultats par action sur la base clients segment\u00e9e.<\/li>\n<\/ol>\n<div class=\"pk-content-block pk-block-border-all\">Tester l\u2019activation Print-to-web coupl\u00e9e \u00e0 une segmentation RFM est un mod\u00e8le de fid\u00e9lisation qui, en compl\u00e9mentarit\u00e9 des strat\u00e9gies digitales, permet <strong>une activation commerciale de la base client qui cr\u00e9e de l\u2019attachement \u00e0 la marque et g\u00e9n\u00e8re du C.A. additionnel.<\/strong><\/div>\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">Bon nombre d\u2019acteurs du e-commerce cantonnent leur politique de fid\u00e9lisation clients \u00e0 une logique qui rel\u00e8ve plus de la surpression commerciale que de la r\u00e9elle fid\u00e9lisation. Le pure player peine&hellip;<\/div>\n","protected":false},"author":4,"featured_media":830,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[32,55,56,38,57,58],"powerkit_post_featured":[],"class_list":{"0":"post-829","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-client","8":"tag-experience-client","9":"tag-fidelisation","10":"tag-print-to-web","11":"tag-relation-client","12":"tag-rfm","13":"tag-segmentation"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Connais ton shopper comme toi-m\u00eame - inside-shopper<\/title>\n<meta name=\"description\" content=\"Cr\u00e9er de l&#039;attachement \u00e0 la marque et du CA additionnel en activant le print to web doubl\u00e9e d&#039;une strat\u00e9gie RFM en compl\u00e9mentarit\u00e9 des strat\u00e9gies digitales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.agence-bradford.com\/inside-shopper\/connais-ton-shopper-comme-toi-meme\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Connais ton shopper comme toi-m\u00eame - 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