{"id":902,"date":"2016-12-01T12:33:00","date_gmt":"2016-12-01T12:33:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/12\/01\/black-friday-el-exito-total\/"},"modified":"2025-12-02T09:42:16","modified_gmt":"2025-12-02T09:42:16","slug":"black-friday-el-exito-total","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/black-friday-el-exito-total\/","title":{"rendered":"Black Friday, la r\u00e9ussite totale !"},"content":{"rendered":"
Depuis des ann\u00e9es, je r\u00e9fl\u00e9chis, dans le cadre d'une strat\u00e9gie de \u00ab vente au d\u00e9tail \u00bb, \u00e0 la mani\u00e8re dont il serait possible qu'il y ait des soldes apr\u00e8s la p\u00e9riode de No\u00ebl et qu'il n'y ait pas de p\u00e9riode de soldes sp\u00e9cifique un mois ou un mois et demi avant No\u00ebl.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
J'ai \u00e9t\u00e9 surpris qu'un concept comme Halloween ait \u00e9t\u00e9 import\u00e9 mais qu'un concept comme Black Friday n'ait pas encore p\u00e9n\u00e9tr\u00e9 une soci\u00e9t\u00e9 comme la n\u00f4tre.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Et voil\u00e0, c\u2019est d\u00e9sormais une r\u00e9alit\u00e9 qui chaque ann\u00e9e d\u00e9passe de loin la pr\u00e9c\u00e9dente et o\u00f9 2016 a \u00e9t\u00e9 la consolidation d\u00e9finitive.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Selon les donn\u00e9es publi\u00e9es, le site Amazon en Espagne a vendu plus de 940 000 produits lors du Black Friday, avec une vente de plus de 10 articles par seconde. Devenant le jour avec le plus de ventes de l\u2019histoire de l\u2019entreprise en Espagne.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Les effets secondaires positifs sont qu'El Corte Ingl\u00e9s a vendu un 30% de plus le premier jour du Black Friday par rapport \u00e0 2015. Il a re\u00e7u plus de 3 millions de visites sur son site Web.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
O\u00f9 se situe le succ\u00e8s du commerce ?<\/b><\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Dans la dilatation temporelle des achats, si l'on compte du 25 novembre au 25 janvier, il y a deux mois d'achats continus, avant No\u00ebl (Black Friday et Cyber Monday), No\u00ebl \u00ab core \u00bb, du 10 d\u00e9cembre au 5 janvier et soldes d'apr\u00e8s No\u00ebl (\u00e0 partir du 7 janvier).<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
L'intelligence de l'affaire est que les consommateurs attendent leurs achats pendant deux mois cons\u00e9cutifs, non seulement pour des raisons de cadeaux de No\u00ebl, mais en \u00e9largissant le sc\u00e9nario \u00e0 des aspects de la maison et m\u00eame de l'industrie automobile.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Si l\u2019on consid\u00e8re les situations d\u2019achat comme des \u00ab \u00e9lans \u00bb on peut exprimer que l\u2019on est pass\u00e9 de 2 \u00ab \u00e9lans \u00bb \u00e0 3 et m\u00eame 4 si l\u2019on ajoute le Cyber Monday.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Quelles implications cela a-t-il ?<\/b><\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
L'expansion des \u00ab \u00e9lans \u00bb rompt avec le sch\u00e9ma budg\u00e9taire du consommateur, en l'\u00e9tendant de 20% \u00e0 30% par rapport \u00e0 ce qui \u00e9tait pr\u00e9vu. Un consommateur qui pr\u00e9voyait de d\u00e9penser 100 euros pendant la p\u00e9riode de No\u00ebl, gr\u00e2ce au Black Friday et au Cyber Monday, en d\u00e9pensera entre 120 et 130, du Black Friday \u00e0 No\u00ebl il reste un mois, 4 semaines de communication continue sur les achats, plus les r\u00e9ductions pr\u00e9c\u00e9dentes et les cadeaux de derni\u00e8re minute, tr\u00e8s tentants, non ?<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Est-ce que quelqu'un va r\u00e9sister \u00e0 ne rien acheter d'autre pendant 4 semaines ? C'est le succ\u00e8s commercial, l'instant, le temps marque tout. Si nous l\u2019entourons de facilit\u00e9 d\u2019achat, de paiement, de livraison et d\u2019une exp\u00e9rience extraordinaire, nous g\u00e9n\u00e9rons le cercle vertueux parfait.<\/o:p><\/span><\/div>\n

\n<\/span><\/div>\n
Et en 2017, nous battrons davantage de records et nos cartes de cr\u00e9dit les plus us\u00e9es.<\/span><\/o:p>
\n
\n<\/span>
\n<\/span>
\n<\/span>
\n<\/span>Jordi Crespo<\/span><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

Pendant des ann\u00e9es, je me suis demand\u00e9, dans le cadre d'une strat\u00e9gie de vente au d\u00e9tail, comment il \u00e9tait possible d'organiser des soldes apr\u00e8s No\u00ebl et de ne pas avoir de p\u00e9riode de soldes sp\u00e9cifique un mois ou un mois et demi avant No\u00ebl. J'ai \u00e9t\u00e9 surpris qu'un concept comme Halloween ait \u00e9t\u00e9 import\u00e9, mais pas un concept comme Black [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nBlack Friday, el \u00e9xito total! -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday, el \u00e9xito total! -\" \/>\n<meta property=\"og:description\" content=\"Desde hace a\u00f1os me planteaba dentro una estrategia de \u201cretail\u201d como pod\u00eda ser posible que hubiera rebajas despu\u00e9s del periodo navide\u00f1o y que no hubiera un periodo de ofertas concreto un mes o mes y medio antes de Navidad. 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