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

1. SHOWROOMING
Alain Fortier
UNIVERSITÉ LAVAL
Marketing sur Internet
MRK-2109
8 novembre 2012

2. SHOWROOMING
 Réalité du showroomeur
 Contexte du showroomé
 Portrait du showroomeur
 Meilleures pratiques

3. ALAIN FORTIER
Depuis près de 20 ans, il évolue dans le domaine du développement de
solutions d’affaires, entre autres en commerce de détail dans la relation
client-entreprise (B2C) et entreprise-entreprise (B2B). Son expertise
couvre l'expérience client ainsi que la transformation et la mise en œuvre
des processus d'affaires en centre de contacts clients. En tant que membre
de l'Association des administrateurs agréés, la gestion de projets complète
sa pratique de conseiller stratégique. Depuis bientôt 10 ans, il est également
conférencier et chroniqueur dans le cadre de congrès et magazines
d'industries, et de cours de niveaux collégial et universitaire. Ses sujets de
prédilection couvrent en particulier la satisfaction client, le développement
durable et les impacts des technologies dans les affaires.
ca.linkedin.com/in/alainfortiermba/fr

4. Could ‘Showrooming’ Actually Be Good
for Brick-and-Mortar Retailers?
Brad Tuttle, Time

5. RÉALITÉ DU SHOWROOMEUR
The hyperconnected consumer — Forrester: 30% of online shoppers
with unprecedented levels of research Amazon before buying.
computing power than ever before
thanks to innovative devices such as
smartphones and tablets — is an
active participant in the market and
not just a passive recipient of services.
Mobile Web Watch 2012 Why Amazon Matters Now More
Than Ever
http://www.accenture.com/SiteCollectionDocume
nts/PDF/Accenture-Mobile-Web-Watch-Internet- http://venturebeat.com/2012/07/26/amazon-
Usage-Survey-2012.pdf#zoom=50 online-shoppers-research/

6. Will 'showrooming' kill businesses?
Bob Greene, CNN

7. CONTEXTE DU SHOWROOMÉ
Until recently, retailers seemed content Mobile technology is opening up
to ignore the mobile technology endless possibilities for retailers,
phenomenon as if it would slow down though they're still in the early
(or more ridiculously, reverse course). stages.
Retailers must hop on the connected
consumer 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. Once they're in the store,
they're yours to lose...
A lot of people talk and write about
the 'showrooming' phenomenon.
It's a symptom, not a cause.
Kim Bhasin, Business Insider

9. PORTRAIT DU SHOWROOMEUR

10. Just as mobile is changing
the media and advertising landscape,
it’s wreaking havoc on retail as well.
Todd Wasserman, Mashable

11. MEILLEURES PRATIQUES
McKinsey&Company | Chief Marketing & Sales Officer

12. MEILLEURES PRATIQUES
In the past, online retailers definitely Retailers have always been
had the advantage of profiles, order customer-centric. But now they are
histories and so forth, so they could trying to be customer-intimate.
offer deals accordingly. But retailers
are able to play a catchup game for
personalized customer data.
That’s the battle, not price checking.
Organic CEO: Retailers Can Win Over How Brick-And-Mortar Retailers Can
Showroomers Through Better Experience Beat 'Showrooming' And Amazon.com
http://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. In short, the shopper's 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