{"id":836,"date":"2019-04-24T16:01:26","date_gmt":"2019-04-24T14:01:26","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=836"},"modified":"2019-06-05T13:58:18","modified_gmt":"2019-06-05T11:58:18","slug":"de-lusage-avant-toute-chose","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/de-lusage-avant-toute-chose\/","title":{"rendered":"De l&rsquo;usage avant toute chose"},"content":{"rendered":"<h2 id=\"la-definition-de-lusage\">La d\u00e9finition de l&rsquo;usage<\/h2>\n<p>La valeur d\u2019usage est la \u00ab valeur mon\u00e9taire qu\u2019un individu accepte de payer pour un produit ou un service, au regard de la satisfaction qu\u2019il estime pouvoir obtenir de sa consommation \u00bb ( cf. e-marketing.fr).<\/p>\n<div class=\"pk-content-block pk-block-border-all\">Autrement dit, <strong>plus la valeur d\u2019usage per\u00e7ue et prouv\u00e9e d\u2019un produit ou d\u2019un service est \u00e9lev\u00e9e, moins le prix de ce produit\/service est une variable d\u00e9terminante<\/strong> ou bloquante dans l\u2019acte d\u2019achat.<\/div>\n<p><strong>Cela devient un crit\u00e8re essentiel d\u2019estimation du meilleur rapport qualit\u00e9\/prix d\u2019un produit, au-del\u00e0 de sa composition et de son origine.<\/strong> Voire, demain, son caract\u00e8re \u00ab neuf \u00bb ne sera plus une condition sine qua non de sa consommation.<\/p>\n<p>Il suffit de constater le succ\u00e8s grandissant des nouveaux circuits pour s\u2019en convaincre :<\/p>\n<ul class=\"pk-list-positive\">\n<li>Occasion<\/li>\n<li>Location<\/li>\n<li>Utilisation partag\u00e9e<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<p><strong><span style=\"color: #ff6600;\">Partant de ce postulat, certaines enseignes ont red\u00e9fini (ou sont en train de le faire) et re-construit leurs gammes produits, avec comme point de d\u00e9part la r\u00e9ponse \u00e0 un besoin d\u2019usage.<\/span><\/strong><br \/>\nCela se traduit par une d\u00e9finition claire de leur cible-march\u00e9, de l\u2019arborescence des usages propres \u00e0 leur cible et de la mise en ad\u00e9quation de leur offre avec le mapping \u00e9tabli.<\/p>\n<div class=\"pk-content-block pk-block-bg pk-block-bg-light\"><strong>En bref, une approche tr\u00e8s user-centric des choses\u2026<\/strong><\/div>\n<p>Plus l\u2019usage (et son expression tout au long du parcours client), sera pr\u00e9cis en amont, plus le choix du consommateur sera bien orient\u00e9 et pertinent.<br \/>\nLes cons\u00e9quences sont imm\u00e9diates : taux de retour produit faible, satisfaction et avis positifs, taux de recommandation \u00e9lev\u00e9\u2026<\/p>\n<p>Des enseignes comme D\u00e9cathlon, <a href=\"https:\/\/www.agence-bradford.com\/Works\/miogo\/\">Boulanger<\/a> ou <a href=\"https:\/\/www.agence-bradford.com\/Works\/leroy-merlin-2\/\">Leroy Merlin<\/a> l\u2019ont bien compris et <strong>les nouveaux concepts de magasin font clairement la part belle aux zones de test et \u00e0 la prise en main, \u00e0 l\u2019appropriation des produits<\/strong>.<\/p>\n<p>L\u2019objectif est bien ici que le consommateur valide l\u2019ad\u00e9quation entre son besoin d\u2019usage et le design, les fonctionnalit\u00e9s de tel ou tel produit et se transforme en shopper !<\/p>\n<div id='gallery-1' class='gallery galleryid-836 gallery-columns-3 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.agence-bradford.com\/inside-shopper\/de-lusage-avant-toute-chose\/le-comptoir-boulanger\/'><img loading=\"lazy\" decoding=\"async\" width=\"1100\" height=\"733\" src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-80x53.jpg\" class=\"attachment-full size-full pk-lqip pk-lazyload\" alt=\"\" aria-describedby=\"gallery-1-837\" data-pk-sizes=\"auto\" data-ls-sizes=\"(max-width: 1100px) 100vw, 1100px\" data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger.jpg\" data-pk-srcset=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger.jpg 1100w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-800x533.jpg 800w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-320x213.jpg 320w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-560x373.jpg 560w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-80x53.jpg 80w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/le-comptoir-Boulanger-640x426.jpg 640w\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-837'>\n\t\t\t\tLe Comptoir de Boulanger\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.agence-bradford.com\/inside-shopper\/de-lusage-avant-toute-chose\/decathlon-test-produit\/'><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1365\" src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-80x53.jpg\" class=\"attachment-full size-full pk-lqip pk-lazyload\" alt=\"Magasin d\u00e9cathlon test produit\" aria-describedby=\"gallery-1-838\" data-pk-sizes=\"auto\" data-ls-sizes=\"(max-width: 2048px) 100vw, 2048px\" data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit.jpg\" data-pk-srcset=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit.jpg 2048w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-800x533.jpg 800w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-1160x773.jpg 1160w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-320x213.jpg 320w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-560x373.jpg 560w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-1920x1280.jpg 1920w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-80x53.jpg 80w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-640x427.jpg 640w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-1120x746.jpg 1120w, https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2019\/05\/decathlon-test-produit-1600x1066.jpg 1600w\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-838'>\n\t\t\t\tD\u00e9cathlon\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<h2 id=\"en-resume\">En r\u00e9sum\u00e9<\/h2>\n<p>Si un consommateur vit une exp\u00e9rience tr\u00e8s positive et engageante avec une enseigne\/une marque mais qu\u2019in fine, son exp\u00e9rience produit est d\u00e9cevante, le taux de transfo sera plus faible.<\/p>\n<p><strong>D\u2019o\u00f9 l\u2019importance du <a href=\"https:\/\/www.agence-bradford.com\/nos-expertises\/marketing-de-loffre\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing de l\u2019offre<\/a> au c\u0153ur de la strat\u00e9gie marketing globale des enseignes !<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">La d\u00e9finition de l&rsquo;usage La valeur d\u2019usage est la \u00ab valeur mon\u00e9taire qu\u2019un individu accepte de payer pour un produit ou un service, au regard de la satisfaction qu\u2019il estime&hellip;<\/div>\n","protected":false},"author":5,"featured_media":2370,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[61,32,44,59,45,60],"powerkit_post_featured":[],"class_list":{"0":"post-836","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-de-loffre","8":"tag-concept-magasin","9":"tag-experience-client","10":"tag-magasin","11":"tag-marketing-de-loffre","12":"tag-point-de-vente","13":"tag-user-centric"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De l&#039;usage avant toute chose - inside-shopper<\/title>\n<meta name=\"description\" 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