{"id":10610,"date":"2021-04-30T09:34:22","date_gmt":"2021-04-30T08:34:22","guid":{"rendered":"https:\/\/thisplays2.com\/wordt-de-winkel-de-media\/"},"modified":"2021-04-30T09:39:29","modified_gmt":"2021-04-30T08:39:29","slug":"wordt-de-winkel-de-media","status":"publish","type":"post","link":"http:\/\/thisplays2.com\/fr\/wordt-de-winkel-de-media\/","title":{"rendered":"Le magasin devient-il le m\u00e9dia?"},"content":{"rendered":"\n<p><strong>La pand\u00e9mie nous a probablement appris beaucoup de choses, mais une chose est une \u00e9vidence&nbsp;<\/strong><strong>in<\/strong><strong>contestable: la majorit\u00e9 de la population se r\u00e9jouit de faire \u00e0 nouveau du shopping, en toute libert\u00e9, en famille et entre amis, et de pr\u00e9f\u00e9rence associ\u00e9 \u00e0 prendre un verre en terrasse ou \u00e0 visiter une brasserie. Nous tirons notre \u00e9nergie de cette \u00ab\u00a0\u00e9conomie d&rsquo;exp\u00e9rience\u00a0\u00bb. Alors que pendant quelques ann\u00e9es, on disait encore que les magasins allaient dispara\u00eetre et que les ventes par Internet ne pourraient qu&rsquo;augmenter, on sait aujourd&rsquo;hui que le magasin, qu&rsquo;il soit en centre-ville ou&nbsp;<\/strong><strong>en dehors du centre-ville<\/strong><strong>, a bel et bien un avenir.&nbsp;<\/strong><strong>Mais quel avenir ?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Fin 2007, lorsque ThisPlays2 a \u00e9t\u00e9&nbsp;fond\u00e9, les&nbsp;initiateurs&nbsp;\u00e9taient \u00e0 la recherche d&rsquo;un bon slogan&nbsp;. Ils ont rapidement trouv\u00e9 la phrase \u00ab\u00a0Your store. Your media.\u00a0\u00bb. Soigneusement avec des points apr\u00e8s chaque 2 mots pour renforcer leur conviction&nbsp;. Le slogan peut \u00eatre interpr\u00e9t\u00e9 de deux fa\u00e7ons&nbsp;. Votre magasin, o\u00f9 l&rsquo;\u00e9quipe de ThisPlays2 vous aide \u00e0 utiliser les bons (multi)m\u00e9dias pour atteindre vos objectifs de vente et de communication&nbsp;. Mais aussi la conviction que le magasin ne serait pas seulement un lieu o\u00f9 l&rsquo;on vend des produits, mais qu&rsquo;il fonctionnerait aussi comme un v\u00e9ritable canal m\u00e9diatique&nbsp;.&nbsp;<\/p>\n\n\n\n<p><strong>Le magasin physique devient le m\u00e9dia.<\/strong>&nbsp;<\/p>\n\n\n\n<p>&nbsp;Il y a quelques ann\u00e9es, Doug Stephens, \u00ab\u00a0futurologue\u00a0\u00bb canadien et fondateur de la soci\u00e9t\u00e9 de conseil en commerce de d\u00e9tail Retail Prophet, a confirm\u00e9 cette conviction. Le magasin, un lieu o\u00f9 l&rsquo;on peut acheter des produits, devient de plus en plus un canal de marketing. Aujourd&rsquo;hui, les canaux m\u00e9diatiques (t\u00e9l\u00e9vision, m\u00e9dias sociaux, internet, etc.) deviennent de plus en plus le \u00ab\u00a0magasin\u00a0\u00bb, ou m\u00e8nent les gens&nbsp;en tout cas&nbsp;\u00e0&nbsp;plus d\u2019&nbsp;interactions en ligne. Il est facile d&rsquo;acheter des produits via un tweet, un message Facebook ou Instagram, une vid\u00e9o ou une \u00e9mission de t\u00e9l\u00e9vision en ligne. Et chaque jour, des int\u00e9grations intelligentes et de nouvelles applications nous permettent d&rsquo;effectuer des achats sans souci. Les m\u00e9dias sont devenus non seulement un support de message&nbsp;b\u00e9nin, mais aussi un canal de distribution instantan\u00e9. Ainsi, de plus en plus, le r\u00f4le principal du magasin ne sera pas seulement de vendre des produits, mais aussi d&rsquo;offrir l&rsquo;exp\u00e9rience la plus puissante et la plus stimulante possible sur le plan \u00e9motionnel, afin d\u2019\u00e9lever&nbsp;l&rsquo;affinit\u00e9, la confiance et la fid\u00e9lit\u00e9 \u00e0 la marque \u00e0 un niveau sup\u00e9rieur.&nbsp;<\/p>\n\n\n\n<p><strong>La double fonction du magasin : \u00ab\u00a0fun &amp; run shopping\u00a0\u00bb<\/strong>&nbsp;<\/p>\n\n\n\n<p>Bien s\u00fbr, il y a toujours des produits vendus par le magasin. Dans la plupart des cas, les consommateurs souhaitent emporter imm\u00e9diatement leurs achats, ce que l&rsquo;on appelle le \u00ab\u00a0run shopping\u00a0\u00bb. Mais si cela n&rsquo;est pas possible\u00a0de suite, vous pouvez facilement montrer la gamme compl\u00e8te avec des \u00e9crans digitaux intelligents. La communication par l&rsquo;\u00e9cran est le moyen le plus puissant de relier l&rsquo;histoire aux produits dans le magasin. Via les \u00e9crans de produits, les murs vid\u00e9o ou les \u00e9crans de collage de diff\u00e9rentes compositions, vous montrez, en tant que d\u00e9taillant, que vous connaissez le monde en ligne et en-dehors ligne de vos clients, vous stimulez l&rsquo;interaction avec les employ\u00e9s et vous cr\u00e9ez un lien \u00e9motionnel avec vos clients qui font du \u00ab\u00a0fun-shopping\u00a0\u00bb.\u00a0<br><br>Bruno Hanck\u00e9<br>Managing Director ThisPlays2<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pand\u00e9mie nous a probablement appris beaucoup de choses, mais une chose est une \u00e9vidence&nbsp;incontestable: la majorit\u00e9 de la population se r\u00e9jouit de faire \u00e0 nouveau du shopping, en toute libert\u00e9, en famille et entre amis, et de pr\u00e9f\u00e9rence associ\u00e9 \u00e0 prendre un verre en terrasse ou \u00e0 visiter une brasserie. Nous tirons notre \u00e9nergie [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-10610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le magasin devient-il le m\u00e9dia? - ThisPlays2<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/thisplays2.com\/fr\/wordt-de-winkel-de-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le magasin devient-il le m\u00e9dia? - ThisPlays2\" \/>\n<meta property=\"og:description\" content=\"La pand\u00e9mie nous a probablement appris beaucoup de choses, mais une chose est une \u00e9vidence&nbsp;incontestable: la majorit\u00e9 de la population se r\u00e9jouit de faire \u00e0 nouveau du shopping, en toute libert\u00e9, en famille et entre amis, et de pr\u00e9f\u00e9rence associ\u00e9 \u00e0 prendre un verre en terrasse ou \u00e0 visiter une brasserie. 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