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Avenir du shopping: du e-commerce au commerce mobile et conversationnel - Algerie360
Ce n’est un secret pour personne : la technologie et l’innovation impactent toute notre vie quotidienne, y compris la manière dont nous faisons des achats. Le commerce de détail est sans doute la branche la plus affectée par les nouvelles technologies. Internet, le va-et-vient des attentes des consommateurs, les communications centrées sur le smartphone et même les technologies de pointe comme l’intelligence artificielle : tous ces changements ont un impact sur la manière dont nous achetons et vendons.
Le nombre d’achats en ligne est en forte hausse, et nous avons vu l’impact des avis en ligne sur le taux de conversions. L’intelligence artificielle et le traitement automatique des langues alimentent toutes sortes de solutions innovantes, allant de l’analyse automatique d’énormes volumes de commentaires clients à l’utilisation de chatbots pour proposer des recommandations aux acheteurs. Grâce aux plateformes de données clients CDP (Customer Data Platforms), les entreprises utilisent le big data pour littéralement « analyser » leurs clients, ce qui permet de personnaliser le ciblage d’un vaste public.
Les CRM et les CDP, par exemple, sont devenus si indispensables aujourd’hui que nous les tenons presque pour acquis. En réalité, ces outils sont un excellent exemple de l’impact considérable de l’innovation sur le commerce de détail. Et c’est loin d’être terminé : le progrès scientifique continue, et avec les nouvelles technologies, de nouvelles opportunités se présentent pour les entreprises. Dans cet article, examinons quelques développements majeurs dans le commerce de détail, et comment l’innovation façonne l’avenir du shopping.
Vendez où et quand vos clients sont prêts à acheter
Avec l’évolution du commerce de détail, il est plus important que jamais pour les entreprises d’être présentes là où se trouvent leurs clients. Aujourd’hui, le commerce de détail nécessite une forte présence en ligne, avec plusieurs canaux de communication et une forte disponibilité à tous les points de contact du parcours client.
Au fur et à mesure des évolutions, le e-commerce se ramifie et se diversifie lui aussi. Connaissez-vous le commerce conversationnel, le commerce social et le commerce mobile ?
Qu’est-ce que le commerce mobile ?
Le commerce mobile, ou m-commerce, se définit par « l’achat et la vente de produits et services via un appareil mobile, comme un smartphone ou une tablette ».
Prenons deux tendances. D’une part, de plus en plus de consommateurs font leurs achats en ligne. D’autre part, une proportion de plus en plus importante de l’activité des consommateurs en ligne se fait depuis un appareil mobile. Résultat ? Le m-commerce connaît une croissance exponentielle. Par exemple, de 2020 à 2021, les ventes au détail du m-commerce ont augmenté de 15,2 %. D’ici à 2025, elles devraient constituer 44,2 % des ventes au détail de e-commerce aux États-Unis, soit 10,2 % de toutes les ventes au détail .
L’exemple classique du m-commerce est le suivant : un client achète un produit ou un service via une application ou un site Web mobile. Pourtant, ce n’est pas la seule manière d’utiliser le m-commerce. Par exemple, des applications de messagerie comme Viber sont aussi utilisées pour faciliter le commerce. Elles proposent de nombreuses fonctionnalités pour communiquer plus facilement des informations spécifiques aux acheteurs qui ont du mal à se décider, pour mettre en avant des produits spécifiques ou pour générer des ventes nativement.
Si vous utilisez des applications de messagerie pour le m-commerce, gardez à l’esprit ces quelques recommandations :
Utilisez le format natif de la messagerie, et vérifiez que vos messages sont dynamiques et faciles à lire
Concentrez-vous sur le fait de proposer des promotions qui soient personnalisées, plutôt que d’en envoyer le plus grand nombre possible
Intégrez un bouton d’appel à l’action (CTA – Call To Action) dans vos messages promotionnels
Utilisez la même application de messagerie pour fournir un support client. Vous pouvez répondre aux questions des clients dans un chat en direct avec un représentant via des messages commerciaux , ou bien utiliser des chatbots pour répondre 24h/24 et 7j/7. Côté client, cela minimise le nombre de canaux de communication pour vous contacter.
Utilisez de jolies images, des messages avec des émojis et des vidéos dynamiques pour présenter vos produits.
Si vous vendez des produits nécessitant une livraison, utilisez des messages transactionnels pour partager les informations de suivi et les mises à jour d’expédition. Qu’est-ce que le commerce conversationnel ?
Le commerce conversationnel (ou c-commerce) est un type de commerce électronique réalisé via des conversations naturelles entre les marques et les clients. Les consommateurs peuvent passer des commandes directement via des chatbots, des assistants vocaux ou un service client. L’échange commercial se fait donc à travers une conversation via une messagerie en ligne.
Le principal avantage du c-commerce est qu’il permet aux entreprises d’offrir une expérience d’achat plus personnalisée et transparente. Le client peut paramétrer sa commande, comme la couleur et la taille d’un produit, poser des questions, discuter de la livraison et payer, le tout au sein d’une seule conversation. C’est simple et pratique pour les clients, et cela offre de nombreuses possibilités d’interaction et de moyens de conversion pour la marque. Le représentant commercial peut choisir de mettre en évidence des produits spécifiques en fonction de l’historique d’achats de l’utilisateur, et surtout donner cette touche personnelle qui est longtemps restée l’avantage des magasins physiques par rapport aux magasins en ligne. Avec le commerce conversationnel, il devient plus facile de convaincre un client hésitant d’aller au bout de son achat.
Quels outils utiliser pour du commerce conversationnel ? Contrairement au commerce social qui utilise spécifiquement les réseaux sociaux dans le cadre des transactions en ligne, le c-commerce implique différents éléments, comme une recherche conversationnelle in-app, des assistants vocaux, des messages commerciaux qui facilitent le processus d’achat en temps réel (par exemple via une messagerie), ou encore des chatbots qui répondent aux questions et présentent des listes de produits 24h/24 et 7j/7. Les applications de messagerie qui ont des capacités de paiement intégrées, comme Viber, peuvent même permettre aux utilisateurs de faire des achats sans jamais quitter le confort de l’application.
En plus d’être une commodité évidente pour les utilisateurs, les conversations bidirectionnelles entre les marques et les clients rendent l’expérience d’achat plus interactive et personnelle, ce qui aide les entreprises à établir une relation plus forte avec son audience, à mieux se connecter avec ses clients et, en fin de compte, à stimuler les ventes.
Quelle est la prochaine étape pour le commerce de détail ?
Si la pandémie nous a appris une chose, c’est que l’avenir est incertain. Mais quelques tendances clés semblent se dessiner dans un avenir assez proche pour le commerce de détail.
Un monde mobile : les appareils mobiles continueront probablement de se développer dans toutes les facettes de nos vies. Les consommateurs utilisent de plus en plus des appareils mobiles pour comparer les prix, rechercher des produits, rechercher des offres et, bien sûr, faire des achats. Cette tendance devrait s’intensifier dans les années à venir.
L’avènement des super-applications. Les super applications proposent des services multiples, comme un outil de paiement, la commande d’un moyen de transport, la livraison de nourriture, l’envoi de messages et bien plus encore. Les super-applications sont courantes en Asie, et elles commencent à gagner en popularité dans le reste du monde. Les super-applications continueront d’évoluer et d’utiliser des technologies innovantes, en améliorant leur gamme de fonctionnalités, d’outils et d’intégrations pour renforcer l’expérience d’achat des clients.
La personnalisation. Les marques exploitent de plus en plus les données pour personnaliser l’expérience de leurs clients. Les données comportementales, entre autres, leur permettent d’adapter les offres et les promotions à des segments d’audience spécifiques. Les détaillants sont en mesure de collecter et d’analyser de plus en plus d’informations sur leurs clients :nous pouvons nous attendre à ce que cette tendance se poursuive.
Conclusion
Grâce au rythme soutenu du progrès technologique et de l’innovation, le commerce de détail évolue de plus en plus rapidement. Les frontières entre commerce et marketing s’estompent, le public est plus engagé et connecté, et les entreprises reconnaissent les avantages d’une approche holistique et interdisciplinaire. Les marques comprennent de mieux en mieux leurs clients et leurs besoins, et s’appuient sur l’innovation pour concevoir un parcours client transparent, personnalisé et omnicanal.