{"id":863,"date":"2021-08-19T15:59:42","date_gmt":"2021-08-19T13:59:42","guid":{"rendered":"https:\/\/octopia.com\/?p=863"},"modified":"2023-08-03T00:00:52","modified_gmt":"2023-08-02T22:00:52","slug":"reussir-experience-client-marketplace","status":"publish","type":"post","link":"https:\/\/octopia.com\/fr\/reussir-experience-client-marketplace\/","title":{"rendered":"R\u00e9ussir l\u2019exp\u00e9rience client sur sa marketplace"},"content":{"rendered":"\r\n

La moiti\u00e9 des consommateurs accordent \u00e0 leur exp\u00e9rience d\u2019achat une place plus importante qu\u2019auparavant[1]<\/sup>. Une seule mauvaise exp\u00e9rience, et un client sur deux part \u00e0 la concurrence. Par leur capacit\u00e9 \u00e0 centraliser sur une seule plateforme une offre quasi illimit\u00e9e, les marketplaces r\u00e9pondent \u00e0 ces nouvelles attentes en proposant un parcours d\u2019achat enrichi et unifi\u00e9. <\/strong><\/p>\r\n

Introduction \u00e0 la notion d\u2019exp\u00e9rience client<\/h2>\r\n

Si l\u2019exp\u00e9rience client n\u2019est pas un concept nouveau, elle n\u2019a eu de cesse d\u2019\u00e9voluer au fur et \u00e0 mesure des transformations du retail. Le terme appara\u00eet d\u00e8s 1982 dans le cadre de travaux de recherche sur l\u2019exp\u00e9rience de consommation, avant d\u2019\u00eatre d\u00e9velopp\u00e9 et adapt\u00e9 au retail en 1998.<\/p>\r\n

Selon James H. Gilmore et B. Joseph Pine II[2]<\/sup>\u00a0: \u00ab\u00a0Il s’agit de l\u2019id\u00e9e d\u2019un nouveau type d\u2019offres, qui d\u00e9passe le stade des services pour proposer aux consommateurs des exp\u00e9riences singuli\u00e8res, m\u00e9morables et \u00e9conomiquement valoris\u00e9es \u00bb. <\/em><\/p>\r\n

Nouvelle \u00e9volution du secteur, nouvelle d\u00e9finition\u00a0: en 2004, l\u2019exp\u00e9rience client est compl\u00e9t\u00e9e par la n\u00e9cessit\u00e9 de \u00ab\u00a0r\u00e9enchanter l\u2019offre en magasin en privil\u00e9giant les exp\u00e9riences que ces derniers recherchent \u00bb.<\/em><\/p>\r\n

Aujourd\u2019hui, le commerce et surtout l\u2019e-commerce ont encore \u00e9volu\u00e9. D\u00e9sormais, l\u2019exp\u00e9rience client s\u2019apparente \u00e0 \u00ab\u00a0l\u2019ensemble des \u00e9motions et des sentiments ressentis par un client avant, pendant et apr\u00e8s l\u2019achat d\u2019un produit ou d\u2019un service \u00e0 travers les diverses interactions qu\u2019il a pu avoir avec la marque, que ce soit en point de vente ou en ligne.\u00a0\u00bb<\/em><\/p>\r\n

Les attentes des consommateurs \u00e0 l\u2019\u00e9preuve du digital<\/h2>\r\n

L\u2019ann\u00e9e 2020 a vu le volume d\u2019achats en ligne exploser du fait du contexte sanitaire. Des centaines de millions de consommateurs dans le monde se sont tourn\u00e9s vers le seul canal de vente alors accessible, c\u2019est-\u00e0-dire le web et plus sp\u00e9cifiquement vers les marketplaces du fait de la profondeur et de la diversit\u00e9 de leur catalogue produits.<\/p>\r\n

Pour les retailers, l\u2019enjeu \u00e9tait de taille : offrir la m\u00eame qualit\u00e9 de service client \u00e0 distance. 68 % des clients de la zone EMEA consommeront plus aupr\u00e8s d\u2019une marque leur offrant une meilleure exp\u00e9rience en ligne[1]<\/sup>.<\/p>\r\n

Or malgr\u00e9 une forte hausse du trafic en ligne, il appara\u00eet que les taux de conversion ont parfois chut\u00e9 de 35 % \u00e0 20 %[3]<\/sup>. La raison\u00a0: les clients se montrent de plus en plus exigeants, conscients d\u2019avoir l\u2019embarras du choix. Comment combler leurs attentes ?<\/p>\r\n

En proposant une offre tr\u00e8s diversifi\u00e9e, en termes de prix, en termes de choix de produits et en termes d\u2019options de livraison. En Europe, la plupart des plaintes li\u00e9es \u00e0 l’exp\u00e9rience d’achat concernent le temps de livraison, les d\u00e9fauts techniques et les articles endommag\u00e9s \u00e0 la r\u00e9ception[4]<\/sup>.<\/p>\r\n

Comment la marketplace sublime l\u2019exp\u00e9rience client<\/h2>\r\n

\u00ab R\u00e9enchanter l\u2019offre en magasin en privil\u00e9giant les exp\u00e9riences que ces derniers recherchent \u00bb.<\/em> C\u2019est en ces termes que Patrick Bouchet compl\u00e9tait la d\u00e9finition de l\u2019exp\u00e9rience client en 2004[5]<\/sup>.<\/p>\r\n

Aujourd\u2019hui ce r\u00f4le est tenu par les marketplaces.<\/p>\r\n

La place de march\u00e9 pr\u00e9sente en effet l\u2019avantage de centraliser sur une m\u00eame interface une tr\u00e8s large gamme de produits et de vendeurs, offrant au consommateur une diversit\u00e9 de choix unique.<\/p>\r\n

Sans jamais quitter la plateforme, le client acc\u00e8de alors tr\u00e8s facilement \u00e0 une grande quantit\u00e9 d\u2019informations et de services, tels que la livraison \u00e0 domicile ou en points relais, le suivi de commande en temps r\u00e9el, la facturation et m\u00eame le support client en cas de probl\u00e8me. Rapide, simple, efficace et transparent !<\/p>\r\n

Une offre quasi illimit\u00e9e<\/h3>\r\n

Le choix des produits constitue le premier moyen pour le retailer de sortir du lot. Un consommateur qui ne trouve pas le produit qu\u2019il recherche est un client perdu\u00a0!<\/p>\r\n

C\u2019est l\u00e0 toute la valeur ajout\u00e9e d\u2019une place de march\u00e9\u00a0: elle permet au commer\u00e7ant de renforcer consid\u00e9rablement son offre sans pour autant affecter l\u2019ADN de sa marque.<\/p>\r\n

Au contraire\u00a0!<\/p>\r\n

L\u2019\u00e9tendue du catalogue produit ne cannibalise pas l\u2019offre originelle du retailer, elle la compl\u00e8te par des articles compl\u00e9mentaires ou des services associ\u00e9s et apporte de la valeur incr\u00e9mentale. Par exemple, vous vendez des v\u00eatements de sport\u00a0?<\/p>\r\n

Votre marketplace vous permet d\u2019\u00e9largir votre offre avec des \u00e9quipements sportifs, une billetterie r\u00e9serv\u00e9e aux seuls \u00e9v\u00e8nements sportifs, ou encore des boissons \u00e9nerg\u00e9tiques et des barres de c\u00e9r\u00e9ales.<\/p>\r\n

Vous \u00eates sp\u00e9cialiste de l\u2019ameublement\u00a0? Sublimez vos produits gr\u00e2ce \u00e0 des articles de d\u00e9coration d\u2019int\u00e9rieur ou des arts de la table. Sans oublier les services d\u2019assurance ou de montage que vous pouvez proposer \u00e0 c\u00f4t\u00e9.<\/p>\r\n

Une multitude d’options pour satisfaire ses clients<\/h3>\r\n

Autre facteur de diff\u00e9rence de la marketplace\u00a0: sa capacit\u00e9 \u00e0 proposer une multitude de moyens de paiement et d\u2019options de livraison. Une diversit\u00e9 appr\u00e9ci\u00e9e par les consommateurs et qui permet \u00e9galement de g\u00e9n\u00e9rer une relation de confiance.<\/p>\r\n

Le client n\u2019a pas \u00e0 se soucier des questions de conversion des devises, des droits de douane, de TVA\u2026 ni des r\u00e9glementations en vigueur\u00a0! Les syst\u00e8mes de mon\u00e9tisation et la logistique sont pleinement int\u00e9gr\u00e9s \u00e0 l\u2019exp\u00e9rience marketplace.<\/p>\r\n

Voil\u00e0 comment votre marketplace va non seulement vous permettre de d\u00e9velopper votre activit\u00e9 mais aussi de proposer un service \u00e0 valeur ajout\u00e9e pour vos clients. Pour le consommateur, acheter sur une marketplace est un gage de simplicit\u00e9 et surtout de rapidit\u00e9.<\/p>\r\n

De la commande \u00e0 la livraison, la gestion int\u00e9gr\u00e9e du Fulfillment favorise une exp\u00e9rience fluide et s\u00e9curis\u00e9e tout au long de la cha\u00eene de valeur.<\/p>\r\n

D\u00e9couvrir notre solution de cr\u00e9ation de Marketplace<\/span><\/a><\/p>\r\n

 <\/p>\r\n

[1]<\/sup><\/a> Rapport Customer Exp\u00e9rience Trends, Zendesk, 2021<\/p>\r\n

[2]<\/sup><\/a> \u201cWelcome to the experience economy<\/em>\u201d, Harvard Business Review, Vol. 76, 4, pp. 97-105<\/p>\r\n

[3]<\/sup><\/a> Shopping Index du 3e<\/sup> trimestre 2020<\/a>, Salesforce<\/p>\r\n

[4]<\/sup><\/a> Ecommercenews<\/a>, 2017<\/p>\r\n

[5]<\/sup><\/a> L’exp\u00e9rience au c\u0153ur de l’analyse des relations magasin-magasineur, Patrick Bouchet – Recherche et Applications en Marketing Vol. 19, No. 2 (juin 2004), pp. 53-71<\/p>\r\n

 <\/p>\r\n","protected":false},"excerpt":{"rendered":"

La moiti\u00e9 des consommateurs accordent \u00e0 leur exp\u00e9rience d\u2019achat une place plus importante qu\u2019auparavant[1]. Une seule mauvaise exp\u00e9rience, et un client sur deux part \u00e0 la concurrence. Par leur capacit\u00e9 \u00e0 centraliser sur une seule plateforme une offre quasi illimit\u00e9e, les marketplaces r\u00e9pondent \u00e0 ces nouvelles attentes en proposant un parcours d\u2019achat enrichi et unifi\u00e9. 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