Université Laval - Showrooming - Alain Fortier

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Présentation à Université Laval - conférencier invité dans le cours Marketing sur Internet MRK-2109

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Université Laval - Showrooming - Alain Fortier

  1. 1. SHOWROOMING Alain Fortier UNIVERSITÉ LAVAL Marketing sur Internet MRK-2109 8 novembre 2012
  2. 2. SHOWROOMING Réalité du showroomeur Contexte du showroomé Portrait du showroomeur Meilleures pratiques
  3. 3. ALAIN FORTIERDepuis près de 20 ans, il évolue dans le domaine du développement desolutions d’affaires, entre autres en commerce de détail dans la relationclient-entreprise (B2C) et entreprise-entreprise (B2B). Son expertisecouvre lexpérience client ainsi que la transformation et la mise en œuvredes processus daffaires en centre de contacts clients. En tant que membrede lAssociation des administrateurs agréés, la gestion de projets complètesa pratique de conseiller stratégique. Depuis bientôt 10 ans, il est égalementconférencier et chroniqueur dans le cadre de congrès et magazinesdindustries, et de cours de niveaux collégial et universitaire. Ses sujets deprédilection couvrent en particulier la satisfaction client, le développementdurable et les impacts des technologies dans les affaires. ca.linkedin.com/in/alainfortiermba/fr
  4. 4. Could ‘Showrooming’ Actually Be Good for Brick-and-Mortar Retailers? Brad Tuttle, Time
  5. 5. RÉALITÉ DU SHOWROOMEURThe hyperconnected consumer — Forrester: 30% of online shopperswith unprecedented levels of research Amazon before buying.computing power than ever beforethanks to innovative devices such assmartphones and tablets — is anactive participant in the market andnot just a passive recipient of services.Mobile Web Watch 2012 Why Amazon Matters Now More Than Everhttp://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Mobile-Web-Watch-Internet- http://venturebeat.com/2012/07/26/amazon-Usage-Survey-2012.pdf#zoom=50 online-shoppers-research/
  6. 6. Will showrooming kill businesses? Bob Greene, CNN
  7. 7. CONTEXTE DU SHOWROOMÉUntil recently, retailers seemed content Mobile technology is opening upto ignore the mobile technology endless possibilities for retailers,phenomenon as if it would slow down though theyre still in the early(or more ridiculously, reverse course). stages.Retailers must hop on the connectedconsumer bandwagon before it’s too late A showrooming they will go!http://pandodaily.com/2012/11/05/retailers-must-hop-on-the-connected-consumer-bandwagon- http://www.dmnews.com/a-showrooming-before-its-too-late/ they-will-go/article/265542/
  8. 8. Once theyre in the store, theyre yours to lose...A lot of people talk and write about the showrooming phenomenon. Its a symptom, not a cause. Kim Bhasin, Business Insider
  9. 9. PORTRAIT DU SHOWROOMEUR
  10. 10. Just as mobile is changingthe media and advertising landscape, it’s wreaking havoc on retail as well. Todd Wasserman, Mashable
  11. 11. MEILLEURES PRATIQUES McKinsey&Company | Chief Marketing & Sales Officer
  12. 12. MEILLEURES PRATIQUESIn the past, online retailers definitely Retailers have always beenhad the advantage of profiles, order customer-centric. But now they arehistories and so forth, so they could trying to be customer-intimate.offer deals accordingly. But retailersare able to play a catchup game forpersonalized customer data.That’s the battle, not price checking.Organic CEO: Retailers Can Win Over How Brick-And-Mortar Retailers CanShowroomers Through Better Experience Beat Showrooming And Amazon.comhttp://www.marketingvox.com/organic-ceo- http://www.zdnet.com/how-brick-and-retailers-can-win-over-showroomers-through- mortar-retailers-can-beat-showrooming-and-better-experience-051699/ amazon-com-7000004974/
  13. 13. In short, the shoppers journey looks less like a funnel and more like a flight map, and the lines between online and offline shopping experiences are blurring. Google/Ipsos, octobre 2012

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