Alain Fortier

UNIVERSITÉ LAVALMarketing sur Internet

MRK-21098 novembre 2012

SHOWROOMING

Réalité du showroomeur Contexte du showroomé Portrait du showroomeur Meilleures pratiques

SHOWROOMING

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

Could ‘Showrooming’ Actually Be Good for Brick-and-Mortar Retailers?

Brad Tuttle, Time

The hyperconnected consumer —

with unprecedented levels of 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

http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Mobile-Web-Watch-Internet-Usage-Survey-2012.pdf#zoom=50

Forrester: 30% of online shoppers research Amazon before buying.

Why Amazon Matters Now More Than Ever

http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/

RÉALITÉ DU SHOWROOMEUR

Will 'showrooming' kill businesses?

Bob Greene, CNN

CONTEXTE DU SHOWROOMÉ

Until recently, retailers seemed content to ignore the mobile technology phenomenon as if it would slow down (or more ridiculously, reverse course).

Retailers must hop on the connected consumer bandwagon before it’s too late

http://pandodaily.com/2012/11/05/retailers-must-hop-on-the-connected-consumer-bandwagon-before-its-too-late/

Mobile technology is opening up endless possibilities for retailers, though they're still in the early stages.

A showrooming they will go!

http://www.dmnews.com/a-showrooming-they-will-go/article/265542/

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

PORTRAIT DU SHOWROOMEUR

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

Todd Wasserman, Mashable

MEILLEURES PRATIQUES

McKinsey&Company | Chief Marketing & Sales Officer

MEILLEURES PRATIQUES

In the past, online retailers definitely had the advantage of profiles, order histories and so forth, so they could 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 Showroomers Through Better Experience

http://www.marketingvox.com/organic-ceo-retailers-can-win-over-showroomers-through-better-experience-051699/

Retailers have always been customer-centric. But now they are trying to be customer-intimate.

How Brick-And-Mortar Retailers Can Beat 'Showrooming' And Amazon.com

http://www.zdnet.com/how-brick-and-mortar-retailers-can-beat-showrooming-and-amazon-com-7000004974/

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