{"id":5620,"date":"2015-10-23T09:00:20","date_gmt":"2015-10-23T07:00:20","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=5620"},"modified":"2025-05-28T13:28:30","modified_gmt":"2025-05-28T11:28:30","slug":"infographie-les-tendances-du-web-to-store-pour-les-consommateurs","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/infographie-les-tendances-du-web-to-store-pour-les-consommateurs\/","title":{"rendered":"[Infographie] Le web-to-store et l’\u00e9volution des comportements d’achat des consommateurs"},"content":{"rendered":"

Le web-to-store, qui d\u00e9signe un parcours de consommation\u00a0dans lequel le consommateur effectue une recherche sur le web<\/strong> avant de concr\u00e9tiser son acte d’achat en magasin, fait partie des grandes tendances impuls\u00e9es par l’\u00e9mergence du digital\u00a0ces derni\u00e8res ann\u00e9es.<\/p>\n

Le web-to-store : quand les consommateurs prennent le pouvoir<\/h2>\n

Pour les brick-and-mortar (les points de ventes physiques, par opposition aux plateformes de vente en ligne, les click-and-mortar), l’enjeu du web-to-store est de taille.\u00a0En effet, la\u00a0d\u00e9mocratisation d’internet<\/a>\u00a0a significativement impact\u00e9 les comportements des consommateurs avant, pendant, et apr\u00e8s l’acte d’achat en confrontant les brick-and-mortar \u00e0 la concurrence des pure-players<\/strong> et en les soumettant \u00e0 une recherche de transparence<\/strong> jusque l\u00e0 in\u00e9dite (en t\u00e9moigne l’importance prise par les avis des consommateurs sur de nombreux sites).<\/p>\n

Dans ce contexte, il est donc particuli\u00e8rement int\u00e9ressant de surveiller l’\u00e9volution des comportements d’achat des consommateurs connect\u00e9s et c’est ce que propose Mappy en partenariat avec BVA en publiant une \u00e9tude accompagn\u00e9e d’une infographie riche en enseignements sur le sujet.<\/p>\n

Les nouveaux comportements de consommation du web-to-store<\/h2>\n

Interrogeant un panel de 2 030 internautes, l’\u00e9tude confirme notamment l’importance d’internet avant l’acte d’achat puisque 96% des individus<\/strong> proc\u00e8dent \u00e0 une recherche en ligne avant d’acheter<\/strong> sur internet.<\/p>\n

L’infographie confirme \u00e9galement le r\u00f4le d\u00e9cisif des smartphones pendant l’achat<\/strong> puisque les r\u00e9pondants sont 51% \u00e0 avoir d\u00e9j\u00e0 utilis\u00e9 leur connexion afin d’obtenir des informations sur un produit en magasin. Ce comportement se v\u00e9rifie d’ailleurs particuli\u00e8rement pour les achats \u00e0 forte implication<\/strong>\u00a0: le chiffre grimpe \u00e0 67% pour les produits d’\u00e9lectronique et l’\u00e9lectrom\u00e9nager, 53% pour les produits de mode et les accessoires de beaut\u00e9, tandis qu’il redescend \u00e0 33% pour les achats d’alimentation et 32% pour les courses du quotidien.<\/p>\n

Enfin, relevons l’importance d\u00e9terminante des avis des consommateurs<\/strong> publi\u00e9s en ligne : 73% des r\u00e9pondants y accordent une place importante, et m\u00eame 77% lorsqu’il s’agit d’avis d’experts<\/a>.<\/p>\n

Retrouvez l’int\u00e9gralit\u00e9 de l’infographie r\u00e9alis\u00e9e par Mappy<\/a> ci-dessous :<\/p>\n

\"webtostore-la-vision-des-consommateurs-1-638\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Le web-to-store, qui d\u00e9signe un parcours de consommation dans lequel le consommateur effectue une recherche sur le web avant de concr\u00e9tiser son acte d’achat en […]<\/p>\n","protected":false},"author":15,"featured_media":5635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[1012,812,1011,134,765,1013,1014,184,1009,1010,909],"class_list":["post-5620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-click-collect","tag-comportement-dachat","tag-comportement-des-consommateurs","tag-e-marketing","tag-etude","tag-full-digital","tag-full-store","tag-infographie","tag-marketing-digital","tag-tendance","tag-web-to-store"],"yoast_head":"\n[Infographie] Web-to-store et \u00e9volution des comportements d'achat<\/title>\n<meta name=\"description\" content=\"Le web-to-store a grandement impact\u00e9 les comportements d'achat ces 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