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M-COMMERCE : Le mobile va-t-il marquer la fin ou l’avènement du e-commerce ?

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Le MMA Forum Paris a eu lieu le 4 décembre 2014. Cette deuxième édition, placée sous le thème du « Mobile Only », a accueilli 270 participants et donné la parole à une trentaine d’intervenants.
Cet événement n’aurait pas pu avoir lieu sans la confiance de nos partenaires : Bnp Paribas, Critéo, Google, RadiumOne, Sfr Régie, Solocal et Teads.
Retrouver la présentation de la Keynote et de la table ronde avec Luc Vignon, Sfr Régie, François MOMBOISSE, Fevad, Jean-Noël PENICHON, McDonald’s, Thierry PETIT, Showroomprive.com et Eric FUCHS, Carrefour.

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M-COMMERCE : Le mobile va-t-il marquer la fin ou l’avènement du e-commerce ?

  1. 1. LA GARE 4 DECEMBRE 2014 BIENVENUE DANS L’ERE DU « MOBILE ONLY » 4 décembre 2014
  2. 2. MMA FORUM PARIS Directeur général M-COMMERCE : Le mobile va-t-il marquer la fin ou l’avènement du e-commerce ?
  3. 3. M-COMMERCE
  4. 4. M-COMMERCE Oui le M-commerce est une réalité ! •Achats en ligne en 2013 : 51 milliards d’euros (+13,5% vs 2012) •Part du mobile et de la tablette : 11% (+106% vs 2012) •M-Commerce / T-Commerce : x5,5 en 3 ans Noël 2014 sera connecté ! Prévisions des ventes en ligne pour Noël en France : 8,5 milliards € (+19,7% vs 2013) Part du mobile (smartphone + tablettes) : 2,1 milliards € (+478% vs 2013) 1,98 M de consommateurs prévoient de faire des achats via leur smartphone 2,2 M de clients commanderont via leur tablette Sources FEVAD /Commarketing news/ Hi digital
  5. 5. M-COMMERCE La fin de la rupture de canal entre acte d’achat en point de vente ou en ligne Les Français sont hyper-connectés, mobiles mais aussi très exigeants car mieux informés Nouveau défi des Marketers Proposer une expérience client omni-canal continue et durable en mettant à profit la complémentarité de tous les canaux de distribution et de communication. 17 M de mobinautes fréquentent tous les mois des sites marchands Médiamétrie Mesure d’audience Mobile & Tablette Sept 2014 8 M de tablonautes fréquentent tous les mois des sites marchands
  6. 6. #MMAFP Powered by :
  7. 7. M-COMMERCE Des spécificités uniques pour jouer sur la complémentarité inter-devices Baromobile OMG SFR Régie nov 2014 – Observatoire GroupM Tablette : son écran large permet une meilleure transformation online sur des sessions de consultations plus longues Smartphone : outil de la mobilité et de l’instantanéité, idéal pour le drive to store et l’achat d’impulsion 60% des mobinautes se connectent dans la rue 35% dans les centres commerciaux et les hypermarchés 56% des mobinautes acceptent volontiers d’être géolocalisés pour recevoir des offres commerciales 73% des recherches en ligne concernent des besoins locaux
  8. 8. M-COMMERCE
  9. 9. M-COMMERCE De nouveaux usages qui réconcilient physique et virtuel - ROPO (Research Online Purchase Offline) : 8 personnes sur 10 effectuent des recherches en ligne avant de se rendre en magasin -Showrooming - « Clic and Collect » : Achat en ligne, Retrait en magasin •50% de eshopper retirent leur commande en magasin •62% en profitent pour visiter le magasin et 26% y achètent des articles supplémentaires 72% 59% 55% 54% 46% 41% 65% 62% 60% 62% 53% 48% Prix Comparer Informations produit Commentaires Promotions Disponibilités en magasin Smartphone Tablette Informations recherchées sur devices mobiles avant achat Baromobile OMG SFR Régie nov 2014
  10. 10. M-COMMERCE Des acteurs pure players proposent des services mobiles pour accompagner le Shopping Shopwise Bonial C-wallet Fidme Fidall Prixing Shopmium Bonial C-wallet Scanbucks Infos Prix, disponibilités en points de vente Services : réservation de produits, prise de rendez-vous Sauvegarde des cartes de fidélité Connexion temps réel aux programmes de fidélité Canal de communication vers commerçants Promos / Bons plans Comparateur de prix Prospectus dématérialisés Remboursement sur scan ticket de caisse Chasse au trésor en magasin avec système de récompense à dépenser en chèques cadeaux Fidélité mobile Prix - Couponing - Promotion des ventes Infos Produits Social shopping Jeu SFR Shopping
  11. 11. M-COMMERCE Oui ! Le mobile réconcilie commerce physique et virtuel L’atout de la Géolocalisation (SMS ou Publicité) : communiquer au bon endroit, au bon moment
  12. 12. #MMAFP Powered by :
  13. 13. M-COMMERCE Oui ! Le mobile réconcilie commerce physique et virtuel Des outils pour aider le consommateurs en magasin, des technos pour les distributeurs
  14. 14. M-COMMERCE Le mobile réconcilie donc Commerce en ligne et commerce physique Chaque device (mobile / tablette) doit être utilisé selon ses spécificités Un objectif business : un canal préférentiel (Mobile ou Tablette)
  15. 15. TABLE RONDE : M-Commerce M-COMMERCE - Le mobile va-t-il marquer la fin ou l’avènement du e-commerce ? MMA FORUM PARIS Président Directeur Digital France et Europe du Sud Fondateur Directeur Co-Fondateur & Co-Gérant Mr Eic FUCHS Non Food Online & Multichannel Carrefour
  16. 16. M-COMMERCE
  17. 17. #MMAFP Powered by :
  18. 18. M-COMMERCE
  19. 19. M-COMMERCE Part du M-commerce aux Etats Unis selon eMarketer
  20. 20. M-COMMERCE
  21. 21. #MMAFP Powered by :
  22. 22. M-COMMERCE Part du M-commerce aux Etats Unis selon eMarketer
  23. 23. #MMAFP Powered by :
  24. 24. M-COMMERCE Evolution du M-commerce aux Etats Unis selon eMarketer
  25. 25. M-COMMERCE
  26. 26. M-COMMERCE
  27. 27. M-COMMERCE
  28. 28. #MMAFP Powered by :
  29. 29. M-COMMERCE Part du M-commerce par enseigne aux US
  30. 30. M-COMMERCE
  31. 31. #MMAFP Powered by :
  32. 32. M-COMMERCE 40% 57%
  33. 33. M-COMMERCE 45% 40%
  34. 34. M-COMMERCE
  35. 35. M-COMMERCE 90% of smartphone shoppers use phone for pre-shopping activities
  36. 36. M-COMMERCE
  37. 37. M-COMMERCE Shoppers who use mobile more, buy more
  38. 38. M-COMMERCE
  39. 39. M-COMMERCE M-Commerce : smartphones leads to purchases across channels
  40. 40. M-COMMERCE
  41. 41. LA GARE MERCI ! 2014 BIENVENUE DANS L’ERE DU « MOBILE ONLY » 4 décembre 2014

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