{"id":25665,"date":"2018-02-02T17:35:45","date_gmt":"2018-02-02T17:35:45","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25665"},"modified":"2018-02-02T17:35:45","modified_gmt":"2018-02-02T17:35:45","slug":"magasin-digital-tres-complique","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/magasin-digital-tres-complique\/","title":{"rendered":"Magasin et Digital, pas tr\u00e8s compliqu\u00e9 !"},"content":{"rendered":"<p><em>Petite m\u00e9saventure arriv\u00e9e \u00e0 mon copain Jean-F\u00e9lix\u00a0 Biosse Duplan, \u00e0 qui je c\u00e8de la parole \u2013 fa\u00e7on de parler, puisque nous somme sur un blog\u00a0!<\/em><\/p>\n<p>Enonc\u00e9 : Je voyage beaucoup et j\u2019aime \u00e7a. Pour pr\u00e9parer mes voyages, j\u2019aime bien organiser les \u00e9tapes, le calendrier g\u00e9n\u00e9ral et pour cela, j\u2019ai besoin d\u2019une carte routi\u00e8re en papier. Oui, je sais il y a Google Maps mais ce n\u2019est pas tr\u00e8s pratique de tracer un s\u00e9jour sur un petit \u00e9cran ou de risquer la panne de batterie au milieu d\u2019un gu\u00e9 !<\/p>\n<p>Bref, je vais \u00e0 la Fnac Forum pour acheter une carte (Michelin, IGN) de la Gr\u00e8ce. Pas du Yunnan ou du Kazakhstan ! De la Gr\u00e8ce qui est un des pays les plus visit\u00e9s au monde. Le pr\u00e9sentoir \u00e0 cartes est en d\u00e9sordre complet et le choix d\u2019une pauvret\u00e9 affligeante. Pourquoi ce laisser-aller ? Pourquoi la Fnac fait-elle semblant de vendre des cartes routi\u00e8res au milieu d\u2019un rayon guides tr\u00e8s fourni ?<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg\"><img data-attachment-id=\"25666\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/magasin-digital-tres-complique\/claudius_ptolemy-_the_world\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?fit=628%2C450\" data-orig-size=\"628,450\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;Picasa 2.6&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Claudius_Ptolemy-_The_World\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?fit=300%2C215\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?fit=628%2C450\" loading=\"lazy\" class=\"size-medium wp-image-25666 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?resize=300%2C215\" alt=\"\" width=\"300\" height=\"215\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?resize=300%2C215 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?resize=600%2C430 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?w=628 628w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>R\u00e9flexion : une carte \u00e0 6,55 euros ce n\u2019est pas un actif strat\u00e9gique de la Fnac, je le con\u00e7ois. En plus il y a Google Maps (cf. plus haut). Et comment faire pour proposer toutes les cartes de 194 pays ? Ou comment \u00e9tablir une s\u00e9lection ? Bon, on laisse les clients, non les visiteurs, acheter leur carte sur Amazon, ce que j\u2019ai fait alors que ce n\u2019\u00e9tait pas mon premier choix. Et apr\u00e8s avoir constat\u00e9 que Michelin ne vend pas ses cartes en ligne !<\/p>\n<p>Proposition : est- ce qu\u2019il ne serait pas possible de supprimer toutes les cartes du magasin, de les remplacer par une tablette reli\u00e9e \u00e0 Fnac.com o\u00f9 on puisse commander TOUTES les cartes disponibles. Les recevoir soit dans le magasin (pour les fanas de l\u2019endroit) ou chez soi ? D\u2019un c\u00f4t\u00e9, on s\u00e9curise une vente, voire on l\u2019augmente gr\u00e2ce au choix propos\u00e9, on conserve un client. De l\u2019autre on perd le client, on le laisse aller chez l\u2019ogre qui fera de son mieux, lui, pour le conserver.<\/p>\n<p>On pourrait aussi agr\u00e9ger les conseils des sites de r\u00e9servation de logement, de voitures, achat de billets de monuments, etc\u2026 mais n\u2019allons pas trop vite !<\/p>\n<p>Ami lecteur, amie lectrice, si vous savez pourquoi une solution aussi simple n\u2019est pas mise en place, dites-le-moi. Quant \u00e0 moi, j\u2019h\u00e9siterai encore \u00e0 aller \u00e9couter les gourous du digital expliquer la convergence in\u00e9vitable et\u00a0 sublime entre le magasin et le commerce on-line !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Petite m\u00e9saventure arriv\u00e9e \u00e0 mon copain Jean-F\u00e9lix\u00a0 Biosse Duplan, \u00e0 qui je c\u00e8de la parole \u2013 fa\u00e7on de parler, puisque nous somme sur un blog\u00a0! Enonc\u00e9 : Je voyage beaucoup et j\u2019aime \u00e7a. Pour pr\u00e9parer mes voyages, j\u2019aime bien organiser les \u00e9tapes, le calendrier g\u00e9n\u00e9ral&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[158],"tags":[201,325,324],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Magasin et Digital, pas tr\u00e8s compliqu\u00e9 ! - 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\/magasin-digital-tres-complique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Magasin et Digital, pas tr\u00e8s compliqu\u00e9 ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Petite m\u00e9saventure arriv\u00e9e \u00e0 mon copain Jean-F\u00e9lix\u00a0 Biosse Duplan, \u00e0 qui je c\u00e8de la parole \u2013 fa\u00e7on de parler, puisque nous somme sur un blog\u00a0! 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Question cruciale \u00e0 laquelle tout voyageur prudent tente de trouver une r\u00e9ponse avant de partir visiter un pays exotique, notamment en feuilletant les guides de voyage. Prenons un pays comme Taiwan\u00a0: certains ne se montrent pas tr\u00e8s rassurants\u00a0:\u00ab\u00a0Changer de\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/Avis-versus-Fut\u00e9.jpg?fit=448%2C299&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26379,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/lart-de-se-la-raconter\/","url_meta":{"origin":25665,"position":4},"title":"L&rsquo;art de se (la) raconter","date":"18 mars 2021","format":"gallery","excerpt":"Georges Lewi, qui nous a longtemps inspir\u00e9 le Comit\u00e9 Scientifique de l\u2019Adetem \u2013 sans parler de nombreux annonceurs \u2013 revient au marketing avec L'art de se (la) raconter. 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