{"id":180,"date":"2020-05-28T18:02:00","date_gmt":"2023-09-07T18:02:20","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=180"},"modified":"2023-10-25T21:34:41","modified_gmt":"2023-10-25T21:34:41","slug":"parcours-client-omnicanal-3-exemples-ecommerce","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/parcours-client-omnicanal-3-exemples-ecommerce\/","title":{"rendered":"Parcours client omnicanal : 3 exemples inspirants venus de l\u2019e-commerce"},"content":{"rendered":"\n

Avant de se lancer dans un achat, l\u2019omniconsommateur (rompu \u00e0 l\u2019usage omnicanal) n\u2019h\u00e9site pas \u00e0 s\u2019informer sur son t\u00e9l\u00e9phone, tester en magasin pour finir par acheter sur le web. Pour lui, ce qui compte c\u2019est l\u2019exp\u00e9rience au sens large, qui d\u00e9pend d\u2019un parcours aussi fluide que possible… sinon, sa fid\u00e9lit\u00e9 s\u2019\u00e9tiole, et vite. Voici quelques bonnes pratiques. <\/b><\/p>\n\n\n\n

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Focus sur le e-commerce<\/h2>\n\t\t\t\t\t\t\t

Nous avons interrog\u00e9 plus de 4\u00a0000\u00a0cadres du e-commerce et analys\u00e9 les transactions de plus d’un milliard de consommateurs dans le monde, pour comprendre les mutations du e-commerce<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tD\u00e9couvrir les mutations<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"State\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Casser les silos marketing pour gagner en efficacit\u00e9<\/b><\/h2>\n\n\n\n

THOMAS SABO<\/a> : du multicanal \u00e0 l\u2019omnicanal dor\u00e9 \u00e0 l\u2019or fin <\/b> Quand la marque THOMAS SABO se lance sur le march\u00e9 de la bijouterie en 1984, le concept d\u2019e-commerce appartenait encore \u00e0 la science-fiction. C\u2019est en s\u2019appuyant sur ses 300 points de ventes que l\u2019entreprise a construit sa croissance internationale. En 2008, la premi\u00e8re e-boutique est mise en place, en parall\u00e8le, pour augmenter les ventes. Une approche multicanale jug\u00e9e obsol\u00e8te en 2013, inadapt\u00e9e aux attentes clients et \u00e0 la n\u00e9cessit\u00e9 d\u2019unifier toutes les actions marketing et commerciales.<\/p>\n\n\n\n

Avec Commerce Cloud, Marketing Cloud puis Einstein, THOMAS SABO a enclench\u00e9 sa strat\u00e9gie omnicanale.<\/a> Les r\u00e9sultats sont \u00e9difiants : meilleure offre d\u2019assistance de premier niveau gr\u00e2ce \u00e0 l\u2019unification de tous les points de contact (email, r\u00e9seaux sociaux, assistance online\u2026), r\u00e9duction du temps (et des co\u00fbts) consacr\u00e9 \u00e0 l\u2019emailing et meilleur impact des campagnes gr\u00e2ce \u00e0 des envois automatiques de contenus personnalis\u00e9s<\/a>, recommandations de produits dans la boutique en ligne contr\u00f4l\u00e9es par des experts en bijouterie et bas\u00e9es sur des tendances, options click & reserve et click & collect en plus de la livraison, boutique en ligne 100% compatible mobile\u2026 D\u00e9but 2008, le digital \u00e9tait g\u00e9r\u00e9 par une \u00e9quipe d\u00e9di\u00e9e de 6 personnes. En 2018, le si\u00e8ge de THOMAS SABO employait 27 personnes au total, tous domaines confondus. Efficacit\u00e9 ! <\/p>\n\n\n\n

Peaufiner les parcours clients, quel que soit le support<\/b><\/h2>\n\n\n\n

Rituals Cosmetics<\/a> : la cr\u00e8me du service client unifi\u00e9 <\/b> Sp\u00e9cialiste du bien-\u00eatre, Rituals Cosmetics a \u00e9t\u00e9 fond\u00e9 \u00e0 Amsterdam en 2000 sur une id\u00e9e : vendre des exp\u00e9riences plus que des produits, avec une grande coh\u00e9rence entre le on-line et le off-line. En boutique, la marque offre des massages, une tasse de th\u00e9, des \u00e9chantillons\u2026 Et sur le web, Rituals Cosm\u00e9tiques continue de jouer sur les \u00e9motions (et l\u2019effet waouh<\/a>) en proposant un parcours personnalis\u00e9 d\u2019une fluidit\u00e9 exemplaire. Une qualit\u00e9 de service rendue possible gr\u00e2ce \u00e0 la plateforme Salesforce.<\/p>\n\n\n\n

En suivant les requ\u00eates des clients dans Service Cloud, Rituals peut, par exemple, identifier si une description de produit ou une FAQ en ligne doit \u00eatre mise \u00e0 jour. Hi\u00e9rarchis\u00e9es dans Service Cloud, les demandes clients sont trait\u00e9es dans des d\u00e9lais tr\u00e8s brefs par un service client multilingue et quel que soit le canal (web, mail, r\u00e9seaux sociaux\u2026). Pour les propositions de produits compl\u00e9mentaires, c\u2019est l\u2019IA d\u2019Einstein qui permet de s\u00e9lectionner les offres les plus pertinentes parmi les 800 produits de la marque. Avec Commerce Cloud, Ritual Cosmetics peut m\u00eame lancer un nouveau site web national en deux semaines avec des fonctionnalit\u00e9s locales. Livraison le lendemain, possibilit\u00e9 de click & collect, options de paiements adapt\u00e9s aux pays, tout est fait pour faciliter la vie du client. Jusqu\u2019\u00e0 lui proposer un parcours d\u2019achat 100 % r\u00e9seaux sociaux via un robot conversationnel. Exemplaire ! <\/p>\n\n\n\n

Cr\u00e9er une exp\u00e9rience client vraiment unifi\u00e9e<\/b><\/h2>\n\n\n\n

Puma<\/u><\/b><\/a>, un langage universel pour une relation client sur mesure <\/b> Entre le premier mod\u00e8le de chaussure de foot de 1948 et la basket Rise<\/i> port\u00e9e par Cara Delevingne en 2020, l\u2019univers de Puma a radicalement \u00e9volu\u00e9. La marque ne s\u2019est jamais repos\u00e9e sur ses lauriers et a n\u00e9goci\u00e9 un virage tr\u00e8s serr\u00e9 en 2016 avec la reconfiguration de ses sites sur Salesforce. Objectif : unifier son image \u00e0 l\u2019\u00e9chelle internationale et cr\u00e9er une exp\u00e9rience unifi\u00e9e entre le online et le offline.<\/b> Le d\u00e9fi : proposer des exp\u00e9riences r\u00e9pondant aux attentes de chaque pays en utilisant un seul et m\u00eame langage ! Si la Tour de Babel de Puma ne s\u2019est pas \u00e9croul\u00e9e c\u2019est justement gr\u00e2ce \u00e0 Salesforce qui a permis d\u2019automatiser l\u2019homog\u00e9n\u00e9isation des sites en tenant compte des sp\u00e9cificit\u00e9s nationales (langue, moyens de paiement\u2026). De quoi laisser du temps aux \u00e9quipes pour \u00ab peaufiner la personnalisation des produits sp\u00e9cifiques \u00e0 certaines r\u00e9gions. <\/i>\u00bb (Ken Kralick, Head of Global Ecommerce). Avec cette nouvelle organisation, Puma est proche de remporter la coupe de l\u2019omnicanalit\u00e9. \u00c0 savoir : proposer une exp\u00e9rience unique \u00e0 chaque client de la plan\u00e8te.<\/a> Cr\u00e9er une exp\u00e9rience client vraiment unifi\u00e9e, en peaufinant chaque parcours client gr\u00e2ce \u00e0 l\u2019IA et en cassant les silos marketing de ses \u00e9quipes, voil\u00e0 quelques bonnes pratiques omnicanales pour faire gagner vos \u00e9quipes ! <\/p>\n\n\n\n

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Focus sur le client connect\u00e9<\/h2>\n\t\t\t\t\t\t\t

Quelles sont les attentes des clients ? Comment les entreprises peuvent-elles mettre en \u0153uvre l\u2019IA de confiance ?<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tJe d\u00e9couvre les attentes des clients<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Focus\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Voici trois exemples de best practices de parcours client omnicanal venus de l\u2019e-commerce.<\/p>\n","protected":false},"author":1,"featured_media":182,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"78653560bb374108b5501b2e8490b0c4","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15],"sf_content_type":[],"blog":[347],"coauthors":[27],"class_list":["post-180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","blog-commerce"],"yoast_head":"\nParcours client omnicanal : 3 exemples de l\u2019e-commerce \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Voici trois exemples de best practices de parcours client omnicanal venus de l\u2019e-commerce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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