{"id":85951,"date":"2021-02-24T18:40:00","date_gmt":"2021-02-24T17:40:00","guid":{"rendered":"https:\/\/actin-co.com\/?p=85951"},"modified":"2021-03-03T15:22:00","modified_gmt":"2021-03-03T14:22:00","slug":"demarche-eshopper-centric","status":"publish","type":"post","link":"https:\/\/actin-co.com\/fr\/demarche-eshopper-centric\/","title":{"rendered":"Comment construire une d\u00e9marche e-shopper centric ?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_height_percent=\u00a0\u00bb0&Prime; override_padding=\u00a0\u00bbyes\u00a0\u00bb h_padding=\u00a0\u00bb2&Prime; top_padding=\u00a0\u00bb5&Prime; bottom_padding=\u00a0\u00bb5&Prime; overlay_alpha=\u00a0\u00bb50&Prime; gutter_size=\u00a0\u00bb3&Prime; column_width_percent=\u00a0\u00bb100&Prime; shift_y=\u00a0\u00bb0&Prime; z_index=\u00a0\u00bb0&Prime;][vc_column column_width_percent=\u00a0\u00bb100&Prime; position_vertical=\u00a0\u00bbmiddle\u00a0\u00bb gutter_size=\u00a0\u00bb5&Prime; overlay_alpha=\u00a0\u00bb50&Prime; shift_x=\u00a0\u00bb0&Prime; shift_y=\u00a0\u00bb0&Prime; shift_y_down=\u00a0\u00bb0&Prime; z_index=\u00a0\u00bb0&Prime; medium_width=\u00a0\u00bb0&Prime; mobile_width=\u00a0\u00bb0&Prime; width=\u00a0\u00bb1\/1&Prime;][vc_row_inner row_inner_height_percent=\u00a0\u00bb0&Prime; overlay_alpha=\u00a0\u00bb50&Prime; gutter_size=\u00a0\u00bb4&Prime; shift_y=\u00a0\u00bb0&Prime; z_index=\u00a0\u00bb0&Prime; limit_content=\u00a0\u00bb\u00a0\u00bb][vc_column_inner column_width_percent=\u00a0\u00bb100&Prime; gutter_size=\u00a0\u00bb1&Prime; overlay_alpha=\u00a0\u00bb50&Prime; shift_x=\u00a0\u00bb0&Prime; shift_y=\u00a0\u00bb0&Prime; shift_y_down=\u00a0\u00bb0&Prime; z_index=\u00a0\u00bb0&Prime; medium_width=\u00a0\u00bb0&Prime; mobile_width=\u00a0\u00bb0&Prime; width=\u00a0\u00bb3\/12&Prime;][vc_empty_space empty_h=\u00a0\u00bb0&Prime;][vc_custom_heading heading_semantic=\u00a0\u00bbh5&Prime; text_font=\u00a0\u00bbfont-377884&Prime; text_size=\u00a0\u00bbfontsize-160000&Prime; text_weight=\u00a0\u00bb700&Prime; text_transform=\u00a0\u00bbuppercase\u00a0\u00bb text_space=\u00a0\u00bbfontspace-210350&Prime; text_color=\u00a0\u00bbcolor-wvjs\u00a0\u00bb css_animation=\u00a0\u00bbcurtain\u00a0\u00bb animation_delay=\u00a0\u00bb200&Prime;]Event[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=\u00a0\u00bb100&Prime; gutter_size=\u00a0\u00bb2&Prime; overlay_alpha=\u00a0\u00bb50&Prime; shift_x=\u00a0\u00bb0&Prime; shift_y=\u00a0\u00bb0&Prime; shift_y_down=\u00a0\u00bb0&Prime; z_index=\u00a0\u00bb0&Prime; medium_width=\u00a0\u00bb0&Prime; mobile_width=\u00a0\u00bb0&Prime; width=\u00a0\u00bb9\/12&Prime;][vc_custom_heading text_font=\u00a0\u00bbfont-762333&Prime; text_size=\u00a0\u00bbfontsize-155944&Prime; text_weight=\u00a0\u00bb600&Prime; text_space=\u00a0\u00bbfontspace-781688&Prime; css_animation=\u00a0\u00bbcurtain\u00a0\u00bb animation_delay=\u00a0\u00bb200&Prime; interval_animation=\u00a0\u00bb200&Prime;]Comment construire une d\u00e9marche e-shopper centric ?[\/vc_custom_heading][vc_column_text]Ce Lundi 22 F\u00e9vrier 2021, Fran\u00e7oise Acca a organis\u00e9 via l&rsquo;Institut du Commerce le webinar \u00ab\u00a01h pour comprendre comment construire une d\u00e9marche <strong>e-shopper centric<\/strong>\u00ab\u00a0. Il s&rsquo;agit de la 3e session consacr\u00e9e au Category Management apr\u00e8s \u00ab\u00a0Comment le Category Management cr\u00e9\u00e9 de la valeur\u00a0\u00bb et \u00ab\u00a0Comment appliquer les leviers du Category Management au e-commerce\u00a0\u00bb. A cette occasion, l&rsquo;Institut du Commerce a accueilli :<\/p>\n<ul>\n<li>Patrick Tellouck, General Manager chez Dunnhumby<\/li>\n<li>M\u00e9lanie Seveno, Digital Acceleration Manager chez Lactalis Nestl\u00e9<\/li>\n<li>Audrey Richardin, Responsable E-commerce chez Lactalis Nestl\u00e9<\/li>\n<\/ul>\n<p>Patrick Tellouck a partag\u00e9 son exp\u00e9rience avec Tesco, le premier client de Dunnhumby. Ainsi, la r\u00e9ussite de <a href=\"http:\/\/tesco.com\">tesco.com<\/a> provient de :<\/p>\n<ul>\n<li>L&rsquo;utilisation des donn\u00e9es clickstream et <strong>valeur omnicanale<\/strong><\/li>\n<li>L&rsquo;usage de la data science pour proposer aux consommateurs des articles mieux cibl\u00e9s<\/li>\n<\/ul>\n<p>Lactalis a \u00e9voqu\u00e9 3 priorit\u00e9s concernant le <strong>parcours shopper<\/strong>.<\/p>\n<p>La premi\u00e8re porte sur l&rsquo;ajout de nouveaux filtres pertinents (par marque, parfum, ou cat\u00e9gorie).<\/p>\n<p>La deuxi\u00e8me, concerne le <strong>search<\/strong> avec la s\u00e9lection d&rsquo;une centaine de mots cl\u00e9s les plus utilis\u00e9s (tout en prenant en compte les fautes d&rsquo;orthographe et les synonymes).<\/p>\n<p>Enfin, le dernier point \u00e0 traiter porte sur les images optimis\u00e9es pour le web : il faut faire ressortir les sp\u00e9cificit\u00e9s de chaque produit gr\u00e2ce aux hero images.<\/p>\n<p>Si vous \u00eates adh\u00e9rent \u00e0 l&rsquo;Institut du Commerce, vous pouvez acc\u00e9der au compte rendu du webinar en cliquant sur le lien ci-dessous :[\/vc_column_text][vc_button radius=\u00a0\u00bbbtn-circle\u00a0\u00bb border_width=\u00a0\u00bb0&Prime; link=\u00a0\u00bburl:https%3A%2F%2Finstitutducommerce.org%2Fpage%2Fcopie-de-les-enjeux-et-les-risques-lies-a-la-monetisation-des-donnees-a-caractere-personnel|title:Acc%C3%A9der%20au%20compte%20rendu|target:_blank\u00a0\u00bb]Acc\u00e9der au compte rendu[\/vc_button][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Just the other day I happened to wake up early. That is unusual for an engineering student. After a long time I could witness the sunrise. I could feel the sun rays falling on my body. Usual morning is followed by hustle to make it to college on time. This morning was just another morning yet seemed different.<\/p>\n","protected":false},"author":2,"featured_media":85974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[168,108,103,109],"tags":[174,175,176],"class_list":["post-85951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-category-management","category-e-commerce","category-events","category-retail-omnichannel","tag-e-shopper-centric","tag-parcours-shopper","tag-search"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment construire une d\u00e9marche e-shopper centric ?<\/title>\n<meta name=\"description\" content=\"Assistez au replay de du webinar &quot;1h pour comprendre comment construire une d\u00e9marche e-shopper centric&quot; organis\u00e9 par l&#039;Institut du Commerce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/actin-co.com\/demarche-eshopper-centric\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment construire une d\u00e9marche e-shopper centric ?\" \/>\n<meta property=\"og:description\" content=\"Assistez au replay de du webinar &quot;1h pour comprendre comment construire une d\u00e9marche e-shopper centric&quot; 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