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Comment optimiser votre stratégie d’acquisition (conférence E-commerce Paris 2014, Perrine Dewally)

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Découvrez comment structurer efficacement votre gestion de la relation prospect, à l’heure où les données sur les visiteurs sont de plus en plus denses.
Comment les collecter, les organiser, les analyser et les segmenter ? Comment créer des parcours et contenus personnalisés / incitatifs ?
Accompagnez les 99% de visiteurs qui ne convertissent pas à la première visite !

Conférence de Perrine Dewally, Directrice adjointe service acquisition, à l’occasion du salon e-commerce 2014

Published in: Internet
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Comment optimiser votre stratégie d’acquisition (conférence E-commerce Paris 2014, Perrine Dewally)

  1. 1. Prospect Relationship Management Comment optimiser votre stratégie d’acquisition ? E-COMMERCE PARIS www.ecommerceparis.com L ’ É V É N E M E N T C R O S S - C A N A L 1 #PRM #ECP14
  2. 2. PERRINE DEWALLY DIRECTRICE ADJOINTE ACQUISITION
  3. 3. LE PLAN LA GENÈSE DÉFINITION LE PRM APPLIQUÉ LA DONNÉE ENRICHIE SYNTHÈSE
  4. 4. PLUS DE LES OBJECTIFS CHIFFRE D’AFFAIRES PLUS DE RENTABILITÉ
  5. 5. ET MAINTENANT PLUS DE NOUVEAUX CLIENTS
  6. 6. LE PROBLÈME 99% DES INTERNAUTES QUITTENT UN SITE E-COMMERCE SANS ACHETER Besoin de comparer / pas le bon moment / pas de besoin / n’aime pas les produits vus / peur d’acheter sur internet / etc.
  7. 7. LE PRM
  8. 8. LE PRM MISE EN PLACE D’UN DIALOGUE ENTRE LA MARQUE ET LE PROSPECT, AVEC UNE VOCATION DE TRANSFORMATION.
  9. 9. LES BÉNÉFICES COÛT ACQUISITION DIVISÉ PAR 10 DES VISITES QUALIFIÉES
  10. 10. LES ENJEUX 1TAILLE DE LA BASE PROSPECTS 2 3 En-baser un maximum de visiteurs de votre site. CONNAISSANCE PROSPECTS Collecter un maximum d’informations sur ces nouveaux prospects. RELATION PERSONNALISÉE Mettre en place une relation au plus proche des besoins prospects
  11. 11. LA DÉMARCHE
  12. 12. CAPTER & IDENTIFIER LE PROSPECT Deux objectifs : - Maximiser le volume de prospects froids identifiés - Collecter des premières informations Optimiser le dispositif d’accueil : - Identifier les mécaniques de capture d’adresses - Volume des informations demandées - Formulaire optimisé "
  13. 13. WELCOME PACK
  14. 14. WELCOME PACK
  15. 15. CAPTURER AVEC LE CONTENU
  16. 16. MINI-SITE DÉDIÉ
  17. 17. MINI-SITE « NEWSLETTER »
  18. 18. SOIGNER LE MESSAGE Promesse attractive et incitative Message clair et unique Souplesse & créativité commerciale TESTER SOIGNER LA PRÉSENCE Afficher le dispositif de manière variabilisée
  19. 19. ANALYSER & SEGMENTER LES PROSPECTS Deux objectifs : - Enregistrer les informations prospects permettant de grandir sur leur connaissance - Construire des campagnes marketing plus intelligentes et pertinentes Deux outils : - Identification de l’appétence produit - Regroupement des prospects aux comportements similaires "
  20. 20. ANALYSER & SEGMENTER LES PROSPECTS PROSPECT WP FROIDS « visite sans intérêt produit» + inscription Welcome pack PROSPECT WP CHAUDS « visite avec page produit» + inscription Welcome pack PROSPECT ABANDONNISTE « article au panier» + création compte
  21. 21. ANIMER & CONVERTIR Objectifs : - Accompagner le prospect dans la maturation de son besoin - Installer une relation de confiance et de partage avec la marque Parcours personnalisé : - Animer des segments prospects avec des scenarii pré établis et le suivre pendant sa réflexion - Parcours adaptif & modulable "
  22. 22. H+4 PARCOURS EMAILING J+4 J+10
  23. 23. EMAILING PREMIER CONTACT
  24. 24. EMAILING PERSONNALISÉ
  25. 25. RYTHMER LES TEMPS DE CONTACT PAR DU CONTENU PERTINENT Engager le dialogue Ouvrir le dialogue Faire découvrir les produits Inciter à l’achat
  26. 26. ENRICHIR SA STRATÉGIE
  27. 27. MUSCLER VOTRE DISCOURS AVEC UNE CONNAISSANCE PROSPECT PLUS APPROFONDIE
  28. 28. DMP E-COMMERCE DMP° UNE COUCHE D’INTELLIGENCE règles de scoring (appétence media / produits) et de triggers
  29. 29. NÉCESSITÉ DE STOCKER ET UNIFIER L’ENSEMBLE DES POINTS DE CONTACT ENTRE LE PROSPECT & LA MARQUE
  30. 30. ANALYSER ET SCORER LE PROSPECT SUR SON APPÉTENCE PRODUIT & SON ENGAGEMENT
  31. 31. EXEMPLES DE SCORE Score média : - Qualité de visite - Source - Historique du visiteur (récurrence de la visite, contenus consultés…) Score produit : - Déterminer la meilleure appétence produit pour chaque prospect en fonction de l’historique de visite - Utilisation des références produits les plus pertinentes pour les pousser au prospect
  32. 32. PARTAGER LA CONNAISSANCE AVEC LES OUTILS DE CAMPAGNE & OPTIMISER LE CONTENU DES PARCOURS
  33. 33. EN RÉSUMÉ
  34. 34. CE QU’IL FAUT RETENIR 1 2 3 4 5SUIVRE, REPORTER, OPTIMISER ACQUISITION DE TRAFIC QUALIFIÉ DISPOSITIF DE CAPTURE DE PROSPECTS ANALYSER, SCORER, SEGMENTER METTRE EN PLACE LES PARCOURS
  35. 35. CE QU’IL FAUT RETENIR 1 2 3 4 5SUIVRE, REPORTER, OPTIMISER ACQUISITION DE TRAFIC QUALIFIÉ DISPOSITIF DE CAPTURE DE PROSPECTS ANALYSER, SCORER, SEGMENTER METTRE EN PLACE LES PARCOURS
  36. 36. CE QU’IL FAUT RETENIR 1 2 3 4 5SUIVRE, REPORTER, OPTIMISER ACQUISITION DE TRAFIC QUALIFIÉ DISPOSITIF DE CAPTURE DE PROSPECTS ANALYSER, SCORER, SEGMENTER METTRE EN PLACE LES PARCOURS
  37. 37. CE QU’IL FAUT RETENIR 1 2 3 4 5SUIVRE, REPORTER, OPTIMISER ACQUISITION DE TRAFIC QUALIFIÉ DISPOSITIF DE CAPTURE DE PROSPECTS ANALYSER, SCORER, SEGMENTER METTRE EN PLACE LES PARCOURS
  38. 38. CE QU’IL FAUT RETENIR 1 2 3 4 5SUIVRE, REPORTER, OPTIMISER ACQUISITION DE TRAFIC QUALIFIÉ DISPOSITIF DE CAPTURE DE PROSPECTS ANALYSER, SCORER, SEGMENTER METTRE EN PLACE LES PARCOURS
  39. 39. QUESTIONS ?

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