{"id":4434,"date":"2023-01-19T09:39:00","date_gmt":"2023-01-19T09:39:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=4434"},"modified":"2024-01-27T12:41:41","modified_gmt":"2024-01-27T12:41:41","slug":"cp-drive-to-store","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/cp-drive-to-store","title":{"rendered":"Drive-to-store : g\u00e9n\u00e9rez du trafic en magasin"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">LA VENTE EN MAGASIN, TOUJOURS INCONTOURNABLE ?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Ce n\u2019est pas une surprise ! Ces deux derni\u00e8res ann\u00e9es, le e-commerce est pass\u00e9 \u00e0 la vitesse sup\u00e9rieure et les achats en ligne sont de plus en plus pl\u00e9biscit\u00e9s par les consommateurs. Ce nouveau mode de consommation s\u2019explique notamment par la pand\u00e9mie et les fermetures successives des points de vente physiques. M\u00eame si de plus en plus de consommateurs passent par le web pour r\u00e9aliser leurs commandes, les achats en magasin n\u2019en sont pas moins toujours appr\u00e9ci\u00e9s et les chiffres le montrent* :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>3 acheteurs sur 4 pr\u00e9f\u00e8rent terminer leurs achats en boutique<\/li>\n\n\n\n<li>77% des consommateurs indiquent de pr\u00e9f\u00e9rer r\u00e9aliser leurs achats directement en magasin<\/li>\n\n\n\n<li>49% des acheteurs vont directement dans un point de vente physique pour acheter un produit<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*quatri\u00e8me \u00e9dition du Barom\u00e8tre du Smart Retail de Samsung<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis l\u2019all\u00e8gement des mesures sanitaires, les entreprises repensent l\u2019exp\u00e9rience d\u2019achat en magasin pour r\u00e9pondre aux nouvelles attentes, aux besoins des consommateurs et augmenter \u00e0 nouveau leur trafic en magasin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alors, comment booster la fr\u00e9quentation de son point de vente ? Cette probl\u00e9matique est plus que jamais au centre des pr\u00e9occupations des entreprises. D\u00e9couvrez dans cet article comment appliquer efficacement une strat\u00e9gie de drive-to-store et quelles actions de communication peuvent vous accompagner dans sa r\u00e9ussite.<\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">LE DRIVE-TO-STORE, C\u2019EST QUOI ?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Le drive-to-store regroupe un ensemble d\u2019actions qui cible un consommateur afin de l\u2019inciter \u00e0 se rendre dans un point de vente physique pour r\u00e9aliser un achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette strat\u00e9gie marketing n\u2019est pas applicable uniquement pour l\u2019acquisition et la transformation de nouveaux clients. Cette approche prend \u00e9galement en compte la fid\u00e9lisation client en utilisant des informations que vous avez d\u00e9j\u00e0 recueillies. Cette richesse d\u2019informations peut vous permettre de mettre en place des campagnes de communication en ciblant des consommateurs qui se trouvent g\u00e9ographiquement proches de votre point de vente et dans votre zone de chalandise !<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/drive-to-store-definition-1024x576.jpg\" alt=\"\" class=\"wp-image-6238\" style=\"width:800px\" srcset=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/drive-to-store-definition-1024x576.jpg 1024w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/drive-to-store-definition-300x169.jpg 300w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/drive-to-store-definition-768x432.jpg 768w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/drive-to-store-definition.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">LE DRIVE-TO-STORE, QUELS INT\u00c9R\u00caTS POUR VOTRE ENTREPRISE ?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Dynamiser son point de vente, attirer des clients et augmenter son chiffre d\u2019affaires sont les principaux objectifs \u00e0 atteindre pour les acteurs du retail et quelle que soit la taille de votre entreprise (commerce ind\u00e9pendant, franchise, r\u00e9seau d\u2019enseignes\u2026).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La mise en oeuvre d\u2019une strat\u00e9gie drive-to-store vous offre plusieurs b\u00e9n\u00e9fices :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Booster le trafic en point de vente<\/li>\n\n\n\n<li>Entretenir une relation de confiance et de proximit\u00e9 avec vos clients<\/li>\n\n\n\n<li>Mieux conna\u00eetre vos potentiels clients ou vos clients existants afin de leur proposer des actions de communication pertinentes qui les feront venir plus facilement en boutique<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Il existe de nombreux outils pour booster la fr\u00e9quentation de votre point de vente. Parmi eux, vous pouvez retrouver :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le r\u00e9f\u00e9rencement local (ex. page Google my Business\u2026)<\/li>\n\n\n\n<li>Les annonces payantes sur le web<\/li>\n\n\n\n<li>Les r\u00e9seaux sociaux<\/li>\n\n\n\n<li>Le \u00ab\u00a0store locator\u00a0\u00bb : fonctionnalit\u00e9 int\u00e9gr\u00e9e \u00e0 un site web ou \u00e0 une application mobile qui permet aux internautes de trouver facilement le point de vente le plus proche.<\/li>\n\n\n\n<li>Le \u00ab\u00a0product locator\u00a0\u00bb : fonctionnalit\u00e9 qui permet aux internautes de regarder en ligne si un produit est disponible en boutique<\/li>\n\n\n\n<li>Le click and collect et le syst\u00e8me d\u2019e-r\u00e9servation<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Les possibilit\u00e9s pour promouvoir votre strat\u00e9gie de drive-to-store sont nombreuses et parmi elles, nous retrouvons l\u2019approche&nbsp;<strong>mobile-to-store<\/strong>. Cette strat\u00e9gie regroupe un ensemble d\u2019actions dont l\u2019objectif est de mener l\u2019utilisateur d\u2019un t\u00e9l\u00e9phone mobile en boutique. Cette approche repr\u00e9sente une v\u00e9ritable opportunit\u00e9 pour les entreprises mais aussi pour les acheteurs qui sont toujours de plus en plus connect\u00e9s.<\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">EXEMPLES DE CAMPAGNES MARKETING DRIVE-TO-STORE<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">A. Le code promotionnel<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019envoi d\u2019un SMS enrichi accompagn\u00e9 d\u2019une offre promotionnelle, utilisable et valable uniquement en magasin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Objectifs :<\/u><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>G\u00e9n\u00e9rer du trafic en magasin<\/li>\n\n\n\n<li>Attirer l\u2019attention de vos clients<\/li>\n\n\n\n<li>Donner envie \u00e0 vos clients de se d\u00e9placer et de profiter de votre offre<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>? Bon \u00e0 savoir : Avec la plateforme Spot-Hit, vous pouvez cr\u00e9er une landing page et int\u00e9grer un code barre personnalisable. Une fois le SMS re\u00e7u, votre client pourra se rendre en point de vente accompagn\u00e9 de ce code et vous pourrez ainsi mesurer facilement les retomb\u00e9es de votre communication en analysant le nombre de coupons scann\u00e9s. ?<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"504\" src=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1-1024x504.png\" alt=\"\" class=\"wp-image-6241\" style=\"width:730px\" srcset=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1-1024x504.png 1024w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1-300x148.png 300w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1-768x378.png 768w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1-1536x756.png 1536w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-3-1.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">B. L&rsquo;invitation \u00e0 un \u00e9v\u00e9nement<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019envoi d\u2019un SMS en invitant vos clients \u00e0 un \u00e9v\u00e9nement en point de vente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Objectifs :<\/u><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u00e9velopper votre fid\u00e9lisation client<\/li>\n\n\n\n<li>Am\u00e9liorer la notori\u00e9t\u00e9 de votre marque<\/li>\n\n\n\n<li>Proposer une meilleure exp\u00e9rience client<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"504\" src=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4-1024x504.png\" alt=\"\" class=\"wp-image-6242\" style=\"width:730px\" srcset=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4-1024x504.png 1024w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4-300x148.png 300w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4-768x378.png 768w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4-1536x756.png 1536w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-4.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">C. La campagne SMS anniversaire<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019envoi d\u2019un SMS pour l\u2019anniversaire de votre client en l\u2019invitant \u00e0 venir r\u00e9cup\u00e9rer un cadeau en boutique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Objectifs :<\/u><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Faire plaisir \u00e0 vos clients<\/li>\n\n\n\n<li>Faire venir vos clients inactifs en magasin<\/li>\n\n\n\n<li>Booster vos ventes<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"504\" src=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5-1024x504.png\" alt=\"\" class=\"wp-image-6243\" style=\"width:730px\" srcset=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5-1024x504.png 1024w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5-300x148.png 300w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5-768x378.png 768w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5-1536x756.png 1536w, https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2024\/01\/bulle-5.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>? Le plus : Sur la plateforme <a href=\"https:\/\/www.spot-hit.fr\/\">Spot-Hit<\/a>, la fonction \u00a0\u00bb Anniversaire \u00a0\u00bb vous permet de programmer automatiquement un SMS \u00e0 la date de l\u2019anniversaire de votre client.<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">D. La mise en place d&rsquo;un programme de fid\u00e9lit\u00e9<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La mise en place d\u2019un programme de fid\u00e9lit\u00e9 peut \u00eatre une bonne solution pour booster votre trafic en magasin. C\u2019est l\u2019occasion pour inciter votre client \u00e0 cr\u00e9er un compte pour profiter de diff\u00e9rents avantages (offres promotionnelles, ventes en avant-premi\u00e8re, invitations \u00e0 des \u00e9v\u00e8nements VIP\u2026).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Objectifs :<\/u><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inciter vos clients \u00e0 r\u00e9it\u00e9rer un achat dans votre boutique<\/li>\n\n\n\n<li>Booster vos ventes<\/li>\n\n\n\n<li>Attirer de nouveaux clients dans votre point de vente<\/li>\n\n\n\n<li>Fid\u00e9liser vos clients existants<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">De nombreuses solutions existent pour booster votre strat\u00e9gie de drive-to-store. Parmi elles, l\u2019utilisation du marketing mobile repr\u00e9sente un moyen efficace pour les entreprises pour augmenter la fr\u00e9quentation de leur point de vente !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00eame si les ventes en ligne attirent de plus en plus d\u2019adeptes, les achats en magasin restent pris\u00e9s par les consommateurs fran\u00e7ais. Cependant, le digital et le physique ne sont pas des strat\u00e9gies \u00e0 opposer, bien au contraire ! Dans un environnement de plus en plus connect\u00e9, il apparait \u00e9galement n\u00e9cessaire pour les entreprises de s\u2019ouvrir \u00e0 d\u2019autres possibilit\u00e9s. Des solutions existent pour allier le digital et les ventes en magasin (click and collect, syst\u00e8me d-e-r\u00e9servation, encaissement d\u00e9mat\u00e9rialis\u00e9\u2026). Ce sont donc autant de nouvelles opportunit\u00e9s pour d\u00e9velopper votre activit\u00e9 ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment construire une strat\u00e9gie de drive-to-store pertinente pour d\u00e9velopper<br \/>\nvos ventes en magasin. Des conseils simples et faciles \u00e0 int\u00e9grer dans votre quotidien. <\/p>\n","protected":false},"author":6,"featured_media":4435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[26],"class_list":["post-4434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contenu-pratique","tag-marketing-mobile"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Drive-to-store : g\u00e9n\u00e9rez du trafic en magasin - Spot-Hit<\/title>\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.spot-hit.fr\/ressources\/cp-drive-to-store\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drive-to-store : g\u00e9n\u00e9rez du trafic en magasin - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment construire une strat\u00e9gie de drive-to-store pertinente pour d\u00e9velopper vos ventes en magasin. 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