{"id":24936,"date":"2016-01-03T22:53:11","date_gmt":"2016-01-03T22:53:11","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2016\/01\/03\/habitat-pour-7-euros-sebastien-prefere-perdre-ses-clients-3063501.html"},"modified":"2016-04-09T16:51:27","modified_gmt":"2016-04-09T16:51:27","slug":"habitat-pour-7-euros-sebastien-prefere-perdre-ses-clients","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/habitat-pour-7-euros-sebastien-prefere-perdre-ses-clients\/","title":{"rendered":"Habitat : pour 7 euros, S\u00e9bastien pr\u00e9f\u00e8re perdre ses clients !"},"content":{"rendered":"

Quand on effectue une recherche sur Habitat sur le Web, on ne trouve que des interrogations sur la sant\u00e9 financi\u00e8re de l\u2019entreprise et sa capacit\u00e9 \u00e0 remonter la pente \u2026 et \u00e7a dure depuis le d\u00e9part de son fondateur\u00a0: depuis Habitat semble incapable de prendre un positionnement coh\u00e9rent, comme le souligne par exemple LSA.<\/span><\/p>\n

M\u00eame recherche sur les forums, et l\u00e0, ce sont les d\u00e9lais de livraisons qui chargent la barque\u00a0: il suffit de parcourir le forum de 60 millions de consommateurs pour ne plus jamais avoir envie de commander le moindre meuble\u00a0!<\/span><\/p>\n

Il suffit de tenter de r\u00e9pondre aux offres promotionnelles de l\u2019enseigne pour s\u2019en convaincre\u00a0: elle souffre d\u2019un grave probl\u00e8me d\u2019incoh\u00e9rence entre un marketing qui t\u00e2tonne et des responsables magasins \u00e0 la douce mentalit\u00e9 de caporals de r\u00e9serve.<\/span><\/p>\n

Je re\u00e7ois par voie postale et en double exemplaire (bonjour la d\u00e9duplication) une invitation pour des ventes priv\u00e9es\u00a0(de quel fichier opt in sort mon adresse\u00a0? Je ne me souviens pas d\u2019avoir deux fois donn\u00e9 quelque autorisation \u2026).<\/span><\/p>\n

De 20% \u00e0 50% sur des centaines de produits\u00a0; je me rends donc \u00e0 Habitat Pont Neuf, chez monsieur S\u00e9bastien (le patron ne semble pas avoir de nom de famille, un peu comme les chefs de rayons de GMS).<\/span><\/p>\n

Dans le magasin, c\u2019est pas clair\u00a0: le cadre que je souhaite acheter b\u00e9n\u00e9ficie-t-il d\u2019une remise, et laquelle\u00a0? Comme je n\u2019ai pas les lunettes pour d\u00e9chiffrer les petites lignes du carton promotionnel, j\u2019avise donc une vendeuse, qui me r\u00e9ponds qu\u2019il suffit de regarder la pastille de couleur pos\u00e9 sur les objets. Et quand il n\u2019y en a pas\u00a0? Alors l\u00e0, \u00ab\u00a0c\u2019est 20%).<\/span><\/p>\n

Super, j\u2019arrive \u00e0 la caisse o\u00f9 je patiente 10 minutes car les vendeuses semblent s\u00e9rieusement d\u00e9pass\u00e9es par les \u2026 trois clients qui sont devant mois\u00a0: rat\u00e9, je n\u2019ai pas droit \u00e0 20%, je n\u2019avais qu\u2019\u00e0 lire les petites lignes du carton \u2013 quel imb\u00e9cile je suis de ne pas avoir pris mes lunettes\u00a0!<\/span><\/p>\n

M\u00e9content, je remonte voir la vendeuse qui m\u2019avoue s\u2019\u00eatre tromp\u00e9e\u00a0: les 20%, ce n\u2019est que pour les porteurs de la carte du magasin.<\/span><\/p>\n

Bon, une erreur, c\u2019est possible\u00a0: vous l\u2019assumez et me faites mes 20%\u00a0?<\/span><\/p>\n

Non, pas le pouvoir.<\/span><\/p>\n

Alors allez me chercher quelqu\u2019un qui a le pouvoir de d\u00e9cider.<\/span><\/p>\n

Elle va donc me chercher le directeur du magasin, en me disant que je \u00ab\u00a0cherche vraiment \u00e0 foutre la merde\u00a0\u00bb\u00a0: ambiance dans le magasin, il va y avoir du remontage de bretelles apr\u00e8s mon d\u00e9part.<\/span><\/p>\n

L\u00e0 \u00e7a devient surr\u00e9aliste\u00a0: il faut dire que l\u2019enjeu, pour monsieur S\u00e9bastien est immense\u00a0: 7,18 \u20ac.<\/span><\/p>\n

Soit il assume la b\u00eatise de sa vendeuse et accorde 7,18 \u20ac de remise \u00e0 un client qui n\u2019en est pas \u00e0 son premier achat dans le magasin (la preuve\u00a0: deux cartons d\u2019invitation aux ventes priv\u00e9es)\u00a0; soit il refuse et le perd d\u00e9finitivement.<\/span><\/p>\n

La choix caporalissime est \u00e9vident\u00a0: Habitat pr\u00e9sente ses excuses pour l\u2019erreur commise par une de ses employ\u00e9es \u2026 et circulez, il n\u2019y a plus rien \u00e0 dire.<\/span><\/p>\n

Bref, chez Habitat on en est \u00e0 7 euros pr\u00e8s\u00a0: les comptes doivent vraiment \u00eatre dans le rouge pour devenir aussi radin\u00a0!<\/span><\/p>\n

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

Quand on effectue une recherche sur Habitat sur le Web, on ne trouve que des interrogations sur la sant\u00e9 financi\u00e8re de l\u2019entreprise et sa capacit\u00e9 \u00e0 remonter la pente \u2026 et \u00e7a dure depuis le d\u00e9part de son fondateur\u00a0: depuis Habitat semble incapable de prendre…<\/p>\n","protected":false},"author":1,"featured_media":25000,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[154],"tags":[],"yoast_head":"\nHabitat : pour 7 euros, S\u00e9bastien pr\u00e9f\u00e8re perdre ses clients ! - Marketing is Dead<\/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:\/\/consumerinsight.eu\/marketingisdead\/habitat-pour-7-euros-sebastien-prefere-perdre-ses-clients\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Habitat : pour 7 euros, S\u00e9bastien pr\u00e9f\u00e8re perdre ses clients ! 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Le chiffre, et d\u2019autres statistiques pas beaucoup plus r\u00e9confortantes, est publi\u00e9 par le site 1001startups. Il traduit l\u2019\u00e9norme difficult\u00e9 qu\u2019ont ces\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/06\/Beauvieux.jpg?fit=1200%2C1128&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25249,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/laurent-ponthou-100-pages-ca-suffit\/","url_meta":{"origin":24936,"position":5},"title":"Laurent Ponthou : 100 pages, \u00e7a suffit !","date":"29 novembre 2016","format":"gallery","excerpt":"Mon ami Laurent Ponthou, Directeur de la transformation \u00e0 la Direction Innovation, Marketing et Technologies d'Orange, exprime son avis d\u2019expert sur la probl\u00e9matique de l\u2019innovation\u00a0dans Marketing : 100 pages, \u00e7a suffit ! Pour innover aujourd\u2019hui, il n\u2019est plus possible de partir d\u2019un cahier des charges dict\u00e9 par un service marketing\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?fit=287%2C286&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24936"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=24936"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24936\/revisions"}],"predecessor-version":[{"id":24998,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24936\/revisions\/24998"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25000"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=24936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=24936"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=24936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}