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Présentation à Université Laval - conférencier invité dans le cours Marketing sur Internet MRK-2109
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Alain Fortier
UNIVERSITÉ LAVALMarketing sur Internet
MRK-21098 novembre 2012
SHOWROOMING
Réalité du showroomeur Contexte du showroomé Portrait du showroomeur Meilleures pratiques
SHOWROOMING
ALAIN FORTIER
Depuis près de 20 ans, il évolue dans le domaine du développement de solutions d’affaires, entre autres en commerce de détail dans la relation client-entreprise (B2C) et entreprise-entreprise (B2B). Son expertise couvre l'expérience client ainsi que la transformation et la mise en œuvre des processus d'affaires en centre de contacts clients. En tant que membre de l'Association des administrateurs agréés, la gestion de projets complète sa pratique de conseiller stratégique. Depuis bientôt 10 ans, il est également conférencier et chroniqueur dans le cadre de congrès et magazines d'industries, et de cours de niveaux collégial et universitaire. Ses sujets de prédilection couvrent en particulier la satisfaction client, le développement durable et les impacts des technologies dans les affaires.
ca.linkedin.com/in/alainfortiermba/fr
Could ‘Showrooming’ Actually Be Good for Brick-and-Mortar Retailers?
Brad Tuttle, Time
The hyperconnected consumer —
with unprecedented levels of computing power than ever before thanks to innovative devices such as smartphones and tablets — is an active participant in the market and not just a passive recipient of services.
Mobile Web Watch 2012
http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Mobile-Web-Watch-Internet-Usage-Survey-2012.pdf#zoom=50
Forrester: 30% of online shoppers research Amazon before buying.
Why Amazon Matters Now More Than Ever
http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/
RÉALITÉ DU SHOWROOMEUR
Will 'showrooming' kill businesses?
Bob Greene, CNN
CONTEXTE DU SHOWROOMÉ
Until recently, retailers seemed content to ignore the mobile technology phenomenon as if it would slow down (or more ridiculously, reverse course).
Retailers must hop on the connected consumer bandwagon before it’s too late
http://pandodaily.com/2012/11/05/retailers-must-hop-on-the-connected-consumer-bandwagon-before-its-too-late/
Mobile technology is opening up endless possibilities for retailers, though they're still in the early stages.
A showrooming they will go!
http://www.dmnews.com/a-showrooming-they-will-go/article/265542/
Once they're in the store, they're yours to lose...
A lot of people talk and write about the 'showrooming' phenomenon.
It's a symptom, not a cause.
Kim Bhasin, Business Insider
PORTRAIT DU SHOWROOMEUR
Just as mobile is changing the media and advertising landscape, it’s wreaking havoc on retail as well.
Todd Wasserman, Mashable
MEILLEURES PRATIQUES
McKinsey&Company | Chief Marketing & Sales Officer
MEILLEURES PRATIQUES
In the past, online retailers definitely had the advantage of profiles, order histories and so forth, so they could offer deals accordingly. But retailers are able to play a catchup game for personalized customer data. That’s the battle, not price checking.
Organic CEO: Retailers Can Win Over Showroomers Through Better Experience
http://www.marketingvox.com/organic-ceo-retailers-can-win-over-showroomers-through-better-experience-051699/
Retailers have always been customer-centric. But now they are trying to be customer-intimate.
How Brick-And-Mortar Retailers Can Beat 'Showrooming' And Amazon.com
http://www.zdnet.com/how-brick-and-mortar-retailers-can-beat-showrooming-and-amazon-com-7000004974/
In short, the shopper's journey looks less
like a funnel and more like a flight map, and the lines between online and offline
shopping experiences are blurring.
Google/Ipsos, octobre 2012