{"id":2180,"date":"2012-12-10T01:26:40","date_gmt":"2012-12-10T00:26:40","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=2180"},"modified":"2025-08-08T09:52:11","modified_gmt":"2025-08-08T07:52:11","slug":"la-revolution-du-m-commerce-du-multi-canal-au-cross-canal","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/la-revolution-du-m-commerce-du-multi-canal-au-cross-canal\/","title":{"rendered":"La r\u00e9volution m-commerce : du multi canal au cross canal"},"content":{"rendered":"

Le canal mobile joue plus que jamais un r\u00f4le essentiel<\/strong> dans le processus de vente. En effet, ses caract\u00e9ristiques permettent aux utilisateurs d\u2019\u00eatre lib\u00e9r\u00e9s des grandes contraintes du e-commerce et donnent de nouvelles possibilit\u00e9s aux entreprises. Celles-ci disposent de tous les outils pour cr\u00e9er des exp\u00e9riences d\u2019achat am\u00e9lior\u00e9es et peuvent personnaliser leur offre en fonction du profil du client, ce qui optimise ind\u00e9niablement les relations et am\u00e9liore la fid\u00e9lit\u00e9 \u00e0 la marque.<\/strong><\/p>\n

Inscrivez le mobile dans une strat\u00e9gie non pas multi mais cross canal<\/strong><\/h2>\n

Une des questions soulev\u00e9es par le d\u00e9veloppement du m-commerce est de savoir s\u2019il est possible de vendre des produits uniquement sur le canal mobile<\/strong>. Or, plusieurs \u00e9tudes montrent que c\u2019est effectivement possible, mais qu\u2019un tel business model avait des limites<\/strong>. En effet, un tel business model n\u2019est viable que pour certaines niches comme les biens uniquement num\u00e9riques (par exemple des applications). Le march\u00e9 n\u2019est pas encore assez mature pour imposer de passer par un canal mobile, une entreprise qui adopterait cette strat\u00e9gie renoncerait tout simplement \u00e0 une partie de son chiffre d\u2019affaires<\/strong>.<\/p>\n

Le canal mobile est particuli\u00e8rement adapt\u00e9 \u00e0 certains produits comme les ventes \u00e9v\u00e9nementielles, mais il doit \u00eatre utilis\u00e9 conjointement avec les autres canaux<\/strong>. L\u2019heure est \u00e0 la convergence de tous les canaux de vente<\/strong>. Une entreprise ne doit plus consid\u00e9rer ses canaux de vente comme diff\u00e9rents chemins menant au consommateur mais comme un r\u00e9seau de canaux interconnect\u00e9s que l\u2019on construit autour de chaque consommateur.<\/strong><\/p>\n

 <\/p>\n

Replacez le consommateur au centre<\/strong><\/h2>\n

Le consommateur n\u2019a jamais eu acc\u00e8s \u00e0 autant d\u2019informations \u00e0 port\u00e9e de main. Aujourd\u2019hui, il peut en quelques clics rechercher un produit, le comparer avec d\u2019autres produits similaires, consulter l\u2019avis des utilisateurs et de ses proches avant de d\u00e9cider de l\u2019acheter dans l\u2019endroit le plus proche. Mais surtout, il peut effectuer toutes ces actions o\u00f9 qu\u2019il se trouve et \u00e0 n\u2019importe quel moment de la journ\u00e9e. Il n\u2019existe plus de distinction online\/offline<\/strong>, le consommateur est connect\u00e9 en permanence.<\/p>\n

Ainsi, il est n\u00e9cessaire de le replacer au centre de tout le processus de vente<\/strong>. Aller vers le consommateur est une chose, encore faut-il que cela soit de la bonne mani\u00e8re. Les entreprises doivent centraliser toutes les informations r\u00e9colt\u00e9es sur les divers canaux<\/strong>. Chaque contact<\/strong> avec le consommateur r\u00e9alis\u00e9 via un canal doit b\u00e9n\u00e9ficier \u00e0 l\u2019ensemble des canaux organis\u00e9s en r\u00e9seau.<\/strong><\/p>\n

Cette organisation am\u00e9liore grandement la relation <\/strong>entre la marque et le consommateur.<\/p>\n

\u00a0<\/strong><\/p>\n

Identifiez, red\u00e9finissez et g\u00e9rez les parcours d\u2019achat<\/strong><\/h2>\n

Les parcours d\u2019achat des consommateurs ont \u00e9t\u00e9 profond\u00e9ment modifi\u00e9s<\/strong>. Aujourd\u2019hui, les consommateurs utilisent plusieurs canaux avant de passer \u00e0 l\u2019achat et les canaux choisis varient en fonction des personnes mais \u00e9galement en fonction du type de produit recherch\u00e9.<\/p>\n

M\u00eame les pures players historiques du e-commerce comme Amazon<\/span><\/a><\/span> ou Ebay<\/span><\/a><\/span> cherchent de nouveaux points de contact avec les consommateurs et ont ouvert des boutiques offline en support de leurs canaux de vente traditionnels.<\/p>\n

Ainsi, tout l\u2019enjeu pour les entreprises est de mettre en place de nouvelles plateformes avec des synergies entre les diff\u00e9rents canaux<\/strong>. Enfin, il convient de multiplier mais surtout repenser tous les points de contact<\/strong> avec les consommateurs afin de cr\u00e9er de nouvelles exp\u00e9riences de vente et accro\u00eetre la fid\u00e9lit\u00e9 en faisant entrer le consommateur dans l\u2019univers de la marque.<\/p>\n

Et vous, avez-vous inclus le cross canal dans votre strat\u00e9gie digitale<\/span><\/a><\/span> ?<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019heure est \u00e0 la convergence de tous les canaux de vente. Une entreprise ne doit plus consid\u00e9rer ses canaux de vente comme diff\u00e9rents chemins menant […]<\/p>\n","protected":false},"author":4,"featured_media":2181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[687,656,685,686,688,689],"class_list":["post-2180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-cross-canal","tag-e-commerce","tag-m-commerce","tag-mobile-commerce","tag-multi-canal","tag-vente-en-ligne"],"yoast_head":"\nLa r\u00e9volution m-commerce : du multi canal au cross canal - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Le m\u2011commerce \u00e9volue\u202f: du multi\u2011canal au cross\u2011canal\u202f, pour offrir une exp\u00e9rience client fluide, connect\u00e9e et centr\u00e9e sur l\u2019acheteur.\" \/>\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.odw.fr\/blog\/webmarketing\/la-revolution-du-m-commerce-du-multi-canal-au-cross-canal\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La r\u00e9volution m-commerce : du multi canal au cross canal - 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