{"id":957,"date":"2012-10-10T09:26:00","date_gmt":"2012-10-10T09:26:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2012\/10\/10\/el-nuevo-acto-de-compra-shopping-experience\/"},"modified":"2025-11-03T11:52:31","modified_gmt":"2025-11-03T11:52:31","slug":"el-nuevo-acto-de-compra-shopping-experience","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/el-nuevo-acto-de-compra-shopping-experience\/","title":{"rendered":"Le nouvel acte d&#039;achat : SHOPPING EXPERIENCE"},"content":{"rendered":"<p><!--[if !mso]><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><\/div>\n<p><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">Avec le boom d&#039;Internet et des boutiques en ligne, l&#039;exp\u00e9rience d&#039;achat en magasin physique devient un v\u00e9hicule fondamental pour cr\u00e9er un lien \u00e9motionnel avec le nouveau consommateur.<\/span><\/b><span style=\"font-family: Arial;\">.<b style=\"mso-bidi-font-weight: normal;\"> <\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Le comportement des consommateurs d\u2019aujourd\u2019hui n\u2019est m\u00eame plus proche de celui d\u2019avant. Nos anc\u00eatres ont pass\u00e9 de nombreuses heures \u00e0 se demander s\u2019ils devaient ou non satisfaire leur consommation. De nos jours, ce fait a perdu de sa force. Nous trouvons de plus en plus d\u2019alternatives psychologiques pour satisfaire ou justifier l\u2019impulsion compulsive d\u2019achat. On peut dire qu\u2019il y a une augmentation de la consommation mat\u00e9rielle dans les \u00e9conomies des consommateurs modernes, avides d\u2019exp\u00e9riences passionnantes. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Nous sommes face \u00e0 un nouveau consommateur, <b style=\"mso-bidi-font-weight: normal;\">cam\u00e9l\u00e9on<\/b>, <b style=\"mso-bidi-font-weight: normal;\">num\u00e9rique<\/b>,<b style=\"mso-bidi-font-weight: normal;\"> socialis\u00e9<\/b> au 100% avec l&#039;\u00e8re 2.0 et en continu <b style=\"mso-bidi-font-weight: normal;\">connect\u00e9 au monde en ligne<\/b>de qui il esp\u00e8re le meilleur pour ajouter aux exp\u00e9riences de sa r\u00e9alit\u00e9 hors ligne. Votre connexion transcende les fronti\u00e8res, elle n&#039;a plus de limites... smartphone, PC, tablettes ou autres appareils avec lesquels nous vivons aujourd&#039;hui... Le num\u00e9rique change les attentes des consommateurs. D\u00e9sormais, ce sont eux qui contr\u00f4lent l\u2019information.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Les consommateurs d\u2019aujourd\u2019hui n\u2019ach\u00e8tent pas de produits, mais recherchent plut\u00f4t l\u2019exp\u00e9rience. Son comportement n&#039;est plus aussi physique, mais varie en fonction de son environnement, de ce qu&#039;il dit et de ce qu&#039;il observe. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Les marques doivent projeter ces valeurs qui identifient une image claire de leur magasin physique. Une image capable de cr\u00e9er une exp\u00e9rience d&#039;achat m\u00e9morable pour le consommateur\u00a0; Si un consommateur est satisfait de son achat, la possibilit\u00e9 de rachat est bien plus \u00e9lev\u00e9e. Eh bien, il y en a d\u00e9j\u00e0 beaucoup<b style=\"mso-bidi-font-weight: normal;\"> des \u00e9tudes qui indiquent que 75% d&#039;actes d&#039;achat sont d\u00e9cid\u00e9s dans le m\u00eame point de vente<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">La valeur que nous, les services marketing, ajoutons \u00e0 la marque, plus que la valeur du v\u00eatement lui-m\u00eame, est souvent ce qui finit par r\u00e9ellement d\u00e9finir l&#039;exp\u00e9rience d&#039;achat. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Mais,\u2026 <b style=\"mso-bidi-font-weight: normal;\">Quoi<\/b><b style=\"mso-bidi-font-weight: normal;\">Est-ce vraiment une Exp\u00e9rience Shopping 3.0 ?<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">La possibilit\u00e9 de cr\u00e9er un environnement unique dans un environnement visuel surprenant, qu&#039;il soit physique ou virtuel. O\u00f9 le consommateur et\/ou l&#039;acheteur peut interagir avec la marque et recevoir des \u00e9motions gratifiantes capables de lui faire \u00e9voquer des souvenirs de sa vie afin de susciter le d\u00e9sir d&#039;achat. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">De nombreuses actions marketing entrent en jeu lorsqu\u2019il s\u2019agit d\u2019am\u00e9liorer le<b style=\"mso-bidi-font-weight: normal;\"> <\/b>Exp\u00e9rience d&#039;achat des consommateurs au point de vente ou comment transformer cette visite en visite exp\u00e9rimentale. Parmi eux, nous pouvons souligner les nouvelles applications de r\u00e9alit\u00e9 augment\u00e9e et le marketing olfactif.&nbsp;<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">&#8211; <u>R\u00e9alit\u00e9 augment\u00e9e<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> Ce sont de grandes avanc\u00e9es technologiques qui sont actuellement en cours de d\u00e9veloppement et appliqu\u00e9es au monde de la vente au d\u00e9tail de mode.&nbsp;<\/span><\/div>\n<p><span style=\"font-family: Arial;\">Cette innovation r\u00e9cente nous permet de mettre des v\u00eatements \u00e0 notre image r\u00e9elle pour nous aider \u00e0 compl\u00e9ter notre vision de la r\u00e9alit\u00e9 avant de les essayer r\u00e9ellement au vestiaire. <\/span>   <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">C&#039;est une fa\u00e7on d&#039;impressionner le client en g\u00e9n\u00e9rant l&#039;envie et l&#039;int\u00e9r\u00eat d&#039;acqu\u00e9rir ce qu&#039;il s&#039;\u00e9tait superpos\u00e9 virtuellement il y a quelques secondes. Certaines entreprises utilisent d\u00e9j\u00e0 ce syst\u00e8me dans leurs magasins physiques.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"clear: both; text-align: center;\"><object contentid=\"5f343cca8c35fa54\" height=\"266\" width=\"320\"><\/object><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">&nbsp;<\/span><b><span style=\"font-family: Arial;\">&nbsp;<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">&#8211; <u>Marketing olfactif<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> Ces derni\u00e8res ann\u00e9es, cela a \u00e9t\u00e9 tr\u00e8s important lorsqu&#039;il s&#039;agit d&#039;apporter de la valeur ajout\u00e9e et de cr\u00e9er des exp\u00e9riences d&#039;achat positives, car avoir une signature olfactive renforce l&#039;identit\u00e9 de l&#039;entreprise. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">En 1999, une recherche scientifique de l&#039;Universit\u00e9 Rockefeller de New York a r\u00e9v\u00e9l\u00e9 que les hommes et les femmes sont capables de se souvenir du 35% de ce que nous sentons.<\/span><\/b><span style=\"font-family: Arial;\">. <b style=\"mso-bidi-font-weight: normal;\">Mais le plus surprenant est que la m\u00e9moire peut retenir 10 000 ar\u00f4mes diff\u00e9rents (Richard Axel et Linda Back)<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s1600\/articuloeli.png\" style=\"margin-left: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"153\" src=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s640\/articuloeli.png\" width=\"640\" \/><\/a><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Parce que le pouvoir \u00e9vocateur de l\u2019odeur et la puissante force d\u2019association de l\u2019odorat avec la m\u00e9moire font que chaque fois que le consommateur ressent \u00e0 nouveau cet ar\u00f4me, il l\u2019associe \u00e0 votre marque. Et si l&#039;on ajoute \u00e0 cela que l&#039;ar\u00f4me affecte directement le cerveau et qu&#039;il a une relation directe avec les \u00e9motions et leurs cons\u00e9quences... <b style=\"mso-bidi-font-weight: normal;\">Le succ\u00e8s est assur\u00e9 !!!<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Mais nous ne pouvons pas nous arr\u00eater l\u00e0 : il existe de nombreuses fa\u00e7ons de renforcer le d\u00e9sir et d\u2019inciter le consommateur \u00e0 acheter. Le marketing tente d&#039;influencer le comportement des consommateurs \u00e0 travers ses canaux de perception...<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">Mais que voulons-nous cr\u00e9er ? : exp\u00e9rience, ambiance, communication ou image... \u00catre clair sur ce que nous voulons \u00e9voquer chez le client est essentiel pour garantir une Exp\u00e9rience Shopping unique.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">Faire passer les besoins du consommateur avant les v\u00f4tres peut garantir des r\u00e9percussions positives.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">\u00c9lisabeth Suarez<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b><span style=\"font-family: Arial;\"><\/span><\/b><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Avec l&#039;essor d&#039;Internet et des boutiques en ligne, l&#039;exp\u00e9rience d&#039;achat en magasin est devenue un vecteur essentiel de cr\u00e9ation de liens affectifs avec le nouveau consommateur. Le comportement des consommateurs d&#039;aujourd&#039;hui est bien loin de ce qu&#039;il \u00e9tait. Nos anc\u00eatres passaient de nombreuses heures \u00e0 se demander s&#039;ils devaient ou non [\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":[48,50,54,51,49,52,53],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El nuevo acto de compra: SHOPPING EXPERIENCE -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/el-nuevo-acto-de-compra-shopping-experience\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El nuevo acto de compra: SHOPPING EXPERIENCE -\" \/>\n<meta property=\"og:description\" content=\"Con el Boom de Internet y las tiendas online, la Shopping Experience en la tienda f\u00edsica se convierte en un veh\u00edculo fundamental para generar v\u00ednculos emocionales con el nuevo consumer. 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