{"id":911,"date":"2016-10-25T15:05:10","date_gmt":"2016-10-25T14:05:10","guid":{"rendered":"http:\/\/sensoblog.com\/?p=911"},"modified":"2021-01-18T21:05:07","modified_gmt":"2021-01-18T20:05:07","slug":"ameliorer-le-bien-etre-des-consommateurs-en-magasin","status":"publish","type":"post","link":"https:\/\/www.mediavea.com\/blog\/2016\/10\/25\/ameliorer-le-bien-etre-des-consommateurs-en-magasin\/","title":{"rendered":"Am\u00e9liorer le bien-\u00eatre des consommateurs en magasin"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">On le sait, le shopping est aujourd\u2019hui devenu un loisir \u00e0 part enti\u00e8re, au m\u00eame titre que les activit\u00e9s sportives ou culturelles. \u00a0Au-del\u00e0 de l\u2019achat, le shopping procure un ensemble d\u2019exp\u00e9riences vari\u00e9es et compl\u00e9mentaires, allant de la socialisation au divertissement. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">En ce sens, il contribue \u00e0 la qualit\u00e9 de vie des consommateurs, et marketeurs comme retaileurs peuvent donc jouer, \u00e0 travers leur espace de vente, sur le bien-\u00eatre de leurs clients. Oui, mais comment ?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium\" src=\"https:\/\/images.unsplash.com\/photo-1462392246754-28dfa2df8e6b?ixid=MXwxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHw%3D&amp;ixlib=rb-1.2.1&amp;auto=format&amp;fit=crop&amp;w=1350&amp;q=80\" width=\"1350\" height=\"900\" \/><\/p>\n<p style=\"text-align: justify;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Il faut savoir, avant toute chose, que le shopping contribue \u00e0 la qualit\u00e9 de vie \u00e0 travers 4 domaines : <\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><b>La consommation<\/b><span style=\"font-weight: 400;\">, c\u2019est \u00e0 dire l\u2019acte d\u2019achat en tant que tel<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La vie sociale<\/b><span style=\"font-weight: 400;\">, qui renvoie aux interactions que le consommateur pourra avoir avec ses pairs, ou avec les vendeurs<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Le divertissement,<\/b><span style=\"font-weight: 400;\"> qui fait \u00e9cho \u00e0 la dimension r\u00e9cr\u00e9ationnelle de l\u2019achat d\u2019une part, mais aussi \u00e0 l\u2019offre de divertissements propos\u00e9e par le lieu de vente (cin\u00e9ma, restaurants, \u2026)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La vie de la communaut\u00e9<\/b><span style=\"font-weight: 400;\"> : le shopping permet de se sentir appartenir \u00e0 une communaut\u00e9 de consommateurs, et de manifester cette appartenance. <\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Tout l\u2019enjeu est donc de savoir quoi mettre en place pour atteindre efficacement le consommateur et se positionner comme une marque vecteur d\u2019\u00e9motions et de sensations agr\u00e9ables. L\u2019objectif g\u00e9n\u00e9ral \u00e9tant d\u2019affecter positivement la fa\u00e7on dont il\u00a0va percevoir le point de vente, \u00e0 la fois en terme de fonctionnalit\u00e9 et d\u2019affectif. <\/span><span style=\"font-weight: 400;\">On distingue en fait 6 points cl\u00e9s sur lesquels se concentrer : <\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><b>La fonctionnalit\u00e9, <\/b><span style=\"font-weight: 400;\">c\u2019est \u00e0 dire les aspects pratiques per\u00e7us d\u2019un point de vente<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La commodit\u00e9<\/b><span style=\"font-weight: 400;\">, ou encore la facilit\u00e9 avec laquelle on va trouver ce que l\u2019on cherche, sans avoir le sentiment de produire un effort. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La s\u00e9curit\u00e9<\/b><span style=\"font-weight: 400;\">, qui renvoie au fait de ne pas craindre un incendie, une agression ou des violences dans l\u2019enceinte du magasin. \u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Le niveau de loisir<\/b><span style=\"font-weight: 400;\"> : plus ils seront nombreux, plus le bien-\u00eatre des consommateurs augmentera. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>L\u2019atmosph\u00e8re g\u00e9n\u00e9rale<\/b><span style=\"font-weight: 400;\">, c\u2019est \u00e0 dire l\u2019ambiance g\u00e9n\u00e9rale des lieux. Le magasin est-il accueillant, stimulant, chaleureux, \u2026 ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>L\u2019identification <\/b><span style=\"font-weight: 400;\">: plus on s\u2019identifie au point de vente, mieux on se sent. Attention donc \u00e0 renvoyer une image en accord avec sa cible. <\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Des axes finalement simples, mais dot\u00e9s d\u2019un fort potentiel de conversion. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On le sait, le shopping est aujourd\u2019hui devenu un loisir \u00e0 part enti\u00e8re, au m\u00eame titre que les activit\u00e9s sportives ou culturelles. \u00a0Au-del\u00e0 de l\u2019achat,&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":[16,29,22],"class_list":["post-911","post","type-post","status-publish","format-standard","hentry","category-marketing-multisensoriel","category-merchandising-ambiances-magasins","tag-ambiance-magasin","tag-magasin","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - 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