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Petit Club - Mobile : Drive to Store et Trade Marketing par SFR Régie

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Patricia Levy, Directrice Générale de SFR Régie au Petit Club du 29 mai à l'Union des Annonceurs, sur le thème "Mobile to store : la promo et le trade marketing réinventés", présentait les solutions à disposition des annonceurs pour générer du trafic en magasin, combattre le "showrooming" et déclencher des ventes supplémentaires grâce au mobile.
Plus de détails ici : http://www.petitweb.fr/actualites/mobile-le-trade-marketing-et-la-promo-reinventes/

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Petit Club - Mobile : Drive to Store et Trade Marketing par SFR Régie

  1. 1. 80% du commerce se faitdans la rue !Le mobile, seul média du derniermètre pour développer lebusiness au point de vente
  2. 2. Le consommateur « ROPO »Research Online … Purchase Offline(ROPO fullsix 2012, base 100 personnes visiteurs / acheteurs d’une enseigneChiffre CCM Benchmark Group– Forrester)Research ONLINE68%80% des achats de biens et servicesse font toujours dans les « magasins »Purchase OFFLINE93%
  3. 3. Le Mobile : « compagnon de shopping »Observatoire des Ecrans connectés 2013 : lieud’utilsation du sartphone (510 répondants)Comscore Mars 2013+14%+8%+43%+46%
  4. 4. Des acteurs pure players proposentdes services mobiles pour accompagner le ShoppingInfos ProduitsShopwise BonialInfos Prix,disponibilités enpoints de venteServices :réservation deproduits,prise de rendez-vousFidélité mobileSauvegarde des cartesde fidélitéConnexion temps réelaux programmes defidélitéCanal de communicationvers commerçantsC-walletFidme FidallPrix - Couponing-Promotion desventesPromos / Bons plansComparateur de prixProspectusdématérialisésRemboursement surscan ticket de caissePrixing Shopmium BonialC-walletScanbucksChasse au trésoren magasin avecsystème derécompense àdépenser enchèques cadeauxSocial shoppingJeu
  5. 5. La distribution tente d’augmenterl’engagement au point de vente grâce au mobileActu Catalogue :prix , promotionsProgramme defidé Carrefour àutiliser depuisl’appliStore locatorCarrefour LeclercPrixCouponingPromotiondes ventesMonoprixMarionnaudGestionprogrammes S’MilesCarte menuDailyMonop’Liste de coursesPromos / StoreLocatorMc DoCommandeSoirées cinéma
  6. 6. Les outils du Drive to StoreTrouver le bon KPIet le bon formatComment s’enservir ?Ciblage MarketingCiblage Géoloc
  7. 7. Adapter vos KPI àaux objectifs de la campagneDRIVE TO EVENTFête des lumières LyonKPI : cost avoidanceflexibilitéKPI : augmentationdu trafic en magasin188 magasins MarionnaudCible : femmes + 35 ansKPI : augmentation desmises en avant en magasinDRIVE TO STOREDrive to Store34% des personnes qui se sont rendues dans le pointde vente ont bénéficié de l’offre promotionnellePerception du canal SMS65% des personnes exposées souhaitent recevoird’autres offres par SMS de la part de KRYS(post test SFR régie)390 magasins400 000 messagesCible : +45 ans59 magasins AuchanCible : femmes 25/50 ans39 000 messagesTRADE MARKETING38 500 messagesCible : 18/49 ans
  8. 8. « Au moment d’acheter en magasin, j’aimerais comparer les prix, les produits, trouver les promos et consulter les avis consommateurs comme je le fais pour mes achats sur internet »  
  9. 9. Trouver le meilleur prix à proximitéLocalisationMoteur derechercheSélection produits(recherches lesplus populaires,meilleurs prix)Bons plans àproximitéOn line Magasinsphysiques
  10. 10. Stimuler le trafic toute l’année via le mobile
  11. 11. Quels formats de SMS pourcréer la préférence de marque sur le dernier mètre ?Formats Premium (html 5)TrackingMMSSMS classiqueFormats StandardsTop of Mind de la promoCondition de mesure de l’efficacitéOffre exclusive et non accessiblepar d’autres canaux

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