{"id":839,"date":"2016-09-15T17:19:11","date_gmt":"2016-09-15T15:19:11","guid":{"rendered":"http:\/\/sensoblog.com\/?p=839"},"modified":"2021-01-26T21:43:56","modified_gmt":"2021-01-26T20:43:56","slug":"paris-retail-week-2016-le-bilan","status":"publish","type":"post","link":"https:\/\/www.mediavea.com\/blog\/2016\/09\/15\/paris-retail-week-2016-le-bilan\/","title":{"rendered":"Paris Retail Week 2016 : le bilan"},"content":{"rendered":"<p style=\"text-align: justify;\">Du 12 au 14 septembre avait lieu la seconde \u00e9dition de la <strong><em>Paris Retail Week<\/em><\/strong>, \u00e9v\u00e9nement de r\u00e9f\u00e9rence pour les professionnels du retail et du e-commerce.\u00a0L&rsquo;occasion pour nous de faire le point sur les grandes tendances du commerce de demain, qu&rsquo;il faut envisager comme\u00a0r\u00e9solument connect\u00e9.<\/p>\n<p style=\"text-align: justify;\">Force est de constater, en effet, que\u00a0les probl\u00e9matiques du marketing exp\u00e9rientiel et des synergies entre commerce physique et digital sont au c\u0153ur du d\u00e9bat. La pl\u00e9ni\u00e8re d&rsquo;ouverture \u00e9tait d&rsquo;ailleurs consacr\u00e9e au commerce augment\u00e9,\u00a0fil rouge du salon.<\/p>\n<p style=\"text-align: justify;\">Les raisons de cet engouement ? Avant tout la n\u00e9cessit\u00e9 pour les retailers de se r\u00e9inventer, et de r\u00e9pondre \u00e0 un consommateur de plus en plus connect\u00e9, notamment via\u00a0les supports mobiles. L&rsquo;interaction entre la marque et ses clients est aujourd&rsquo;hui plus que jamais une n\u00e9cessit\u00e9, et influence amplement la qualit\u00e9 de l&rsquo;exp\u00e9rience de consommation.<\/p>\n<p style=\"text-align: justify;\">Des vitrines interactives aux cabines d&rsquo;essayages virtuelles, la r\u00e9alit\u00e9 augment\u00e9e appara\u00eet comme la technologie la plus porteuse de promesses sur ce plan. Elle se positionne en fait comme la forme concr\u00e8te du commerce omnicanal, et permet d&rsquo;envisager un parcours d&rsquo;achat fluidifi\u00e9&#8230; mais aussi plus ludique.<\/p>\n<p style=\"text-align: justify;\">Une autre tendance se d\u00e9gage effectivement : celle de la gamification. De la m\u00eame mani\u00e8re que l&rsquo;on a attrap\u00e9 des Pok\u00e9mon tout l&rsquo;\u00e9t\u00e9, nous pourrons donc attraper des coupons promotionnels sous forme de papillons, ou de petits objets \u00e0 d\u00e9nicher dans les rayons. Qui a dit que faire les courses \u00e9tait une corv\u00e9e ?<\/p>\n<p style=\"text-align: justify;\">Enfin, l&rsquo;exp\u00e9rience en magasin s&rsquo;enrichit \u00e9galement\u00a0par la personnalisation. Eram a par exemple pr\u00e9sent\u00e9, en collaboration avec Unistudio, un concept de talon imprimable en 3D directement en magasin, qui permettra aux clientes de cr\u00e9er une chaussure unique, qui leur ressemble.<\/p>\n<p style=\"text-align: justify;\">Un regret, en revanche, \u00e0 l&rsquo;issue de cette \u00e9dition 2016 : le faible nombre d&rsquo;exposants d\u00e9di\u00e9s au marketing sensoriel. Car, pour donner encore plus d&rsquo;ampleur \u00e0 cette exp\u00e9rience virtuelle, quoi de mieux finalement que de mobiliser les sens du consommateur ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Du 12 au 14 septembre avait lieu la seconde \u00e9dition de la Paris Retail Week, \u00e9v\u00e9nement de r\u00e9f\u00e9rence pour les professionnels du retail et du&hellip; <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,2],"tags":[16,29,30,25],"class_list":["post-839","post","type-post","status-publish","format-standard","hentry","category-marketing-multisensoriel","category-merchandising-ambiances-magasins","tag-ambiance-magasin","tag-magasin","tag-marketing-multisensoriel","tag-marketing-sensoriel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Paris Retail Week 2016 : le bilan - 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