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Après avoir mis en place une série de services visant à améliorer l’expérience d’achat, Celio poursuit sa stratégie multi-canal.

Depuis septembre 2010, les clients Celio peuvent acheter un produit dans l’ensemble du réseau (retail et e-commerce) et effectuer un échange dans le magasin de leur choix.

Les clients Celio ont également la possibilité d’effectuer des retouches en magasin en présentant le bon de livraison de leur commande effectuée en ligne.

15 novembre 2010, Celio innove encore avec la mise en place d’une borne  d’accès au site marchand dans la boutique du centre commercial Rosny 2. Les clients peuvent ainsi parcourir le catalogue et commander en ligne les produits indisponibles en magasin.

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Rrencement, Design et Cie

Aller au contenu | Aller au menu | Aller à la recherche

Yahoo Search Academy : des statistiques sur l'usage des moteurs de recherche

Par Sstien Billard, 4/05/2010 :: Rrencement et moteurs :: #606 :: rss

L'enqu Yahoo Search Academy menen fier dernier apporte des donn intssantes sur les usages et la perception des moteurs de recherche par les internautes.

Un moteur, sert uoi tout d'abord ? Selon les utilisateurs, les moteurs servent echercher des informations pratiques (94%), rouver des sites de marques (93%), ccr es sites d connus (92%), echercher des contenus multimas (91%). Viennent ensuite la prration d'achats (87%), la recherche d'informations sur des films et jeux (86%), la prration de voyages et nements (85%), la recherche de documents spfiques dans un cadre professionnel ou universitaire (82%), la recherche d'information sur des personnes (81%).

L'enqu confirme d'autre part (si cela it encore nssaire) la place centrale des moteurs de recherche dans l'utilisation d'internet. 74% des internautes estimeraient ainsi ne pas pouvoir bficier du meilleur d'internet sans moteurs de recherche. Ces internautes sont globalement satisfaits des moteurs, mais 9%, ce qui montre qu'il y a encore de la place pour des amorations.

Commentaires

1. Le 4/05/2010, par Moufff

Article trintssant! Merci pour les statistiques!

2. Le 11/05/2010, par Jeux de moto :: site

C'est un peu la ddence chez Yahoo en ce moment, non ? Ils perdent des parts de marchetit etit, un ver se balade tranquillement via la biais de la messagerie instantan... J'ai du mal roire que la suite ira mieux pour eux.

3. Le 6/06/2010, par video :: site

merci boku le' article.

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E-business/E-commerce management > online > news

June 09, 2010

Search advertising migrates to Twitter

Brand and product ads infest social network

By Nancy Gohring ShareThis

Search marketing isn't all about Google these days. Marketers are starting to get savvy about using Twitter search to promote their websites and brands, experts at the Search Engine Expo in Seattle said on Monday.

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They aren't simply searching Twitter for users that mention their company and then responding to them. "That's easy to do and very effective," but it misses out on some greater opportunities, said Danny Sullivan, editor of the blog Search Engine Land.

The smart way to use Twitter is to search for more generic words or phrases, he said. For instance, a company such as Domino's could search for "anyone know pizza" and find queries from people asking their friends for pizza recommendations in their area. The company could reply to that customer with a nearby shop and include a coupon code, potentially winning a new customer.

Sullivan conducted a small experiment and found that people respond well to such replies on Twitter. He searched for people who were asking questions about Google and Bing. Using a new Twitter account rather than his "dannysullivan" account, he responded with links to articles on his blog that could address their questions.

He answered 42 questions. "Not a single person complained. Ten came back to say thanks," he said. "Can you imagine someone coming to you from Google and saying thank you when they clicked on your ad?"

That process doesn't have to be totally manual. A new service called Replyz, still in beta, aims to make it easy for marketers to find relevant questions that Twitter users are asking. With Replyz, a company doesn't have to think of the exact questions that people might be asking, Sullivan said.

Marketers can use other tools as well, said Chris Silver Smith, director of optimisation strategy at Key Relevance. Using Twitter APIs (application programming interfaces), marketers can build tools to monitor Twitter queries and automatically send direct responses to people, he said. "A human doesn't have to have a hand in it, but it's still a good idea to monitor it in case someone sends back a question," he said.

There are other ways to leverage Twitter search too. Mint.com, a personal finance service, constantly monitors trending topics, looking for matches with keywords important to the company, said Stew Langille, vice president of marketing at Mint.com.

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For instance, it recently found the term "one trillion" trending up. "We're not out there saying 'Oh, well, one trillion is trending, let's go out and tweet about it,'" he said. "But we'll go out and make great content about it and put it out there, and the community grabs it and becomes an advocate for us."

"One trillion" was trending up because of news coverage about the government bailouts. Mint.com developed articles and a video using the term "one trillion" and posted them to its finance publication. The content drove several thousand visitors to its site over a couple months, he said.

Twitter search offers a unique opportunity for marketers, Sullivan said. "You know exactly who's asking," he said. That's compared to search engines. "Imagine if everyone who clicked on a link, you got a picture of them and their name as well. That doesn't happen on Google but it happens all the time on Twitter."

While it's hard to quantify how important it is to target Twitter, Sullivan says marketers should pay attention to it. Twitter recently reported that it fields 18 billion searches per month. "That's a huge market you should pay attention to," he said, although he noted that a significant portion of those searches could be automated or done by people monitoring retweets. "My advice remains that you should participate on Twitter and build a reputation, and that should pay off for you as relevancy starts to change down the line," he said.

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Search marketing isn\'t all about Google these days. Marketers are starting to get savvy about using Twitter search to promote their websites and brands, experts at the Search Engine Expo in Seattle said on Monday.

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Moxsie.com uses Twitter to raise awareness of its brand and products among its target demographic of women ages 18 to 25. What Moxsie does not do is ask its followers to buy, Julia Kung, director of marketing, explained this week at the 2010 Internet Retailer Conference and Exhibition.

Since its January 2009 launch, Moxsie has built its business on social media. As a result, more than 50% of its traffic comes from sources other than paid search, Kung said. The company has more than 50,000 Twitter followers and relies on the micro-blogging network to turn conversations into conversions, Kung said.

 Retailers wanting to tap into social media can stay connected to their shoppers through various means. The point, Kung said, is to stay in touch. “We don’t stay on topic all the time as we develop our brand personality,” she said. Tweets have to do with the popular TV series “Glee,” for example, and Moxsie can turn on a dime to match its followers’ interests. “If you cultivate relationships, brand ‘evangelizers’ will result.” Those evangelizers in turn have significant influence on other Moxsie shoppers.

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Finding the right measure

 Co-presenter Bob Pearson, chief technology and media officer at communications services company WeisComm Group, told attendees their web sites are just the beginning point for getting a brand message. It should not be the focus of their marketing efforts, however. “You have to build a content syndication network,” he said, by tapping social media.

 Pearson was responsible for developing the use of social media at Dell Inc., before joining WeisComm Group. One of the benefits of using, and monitoring, social media such as Facebook, Twitter and blogs is that a retailer can read and react to consumer comments. “You can reach customers directly online in decision-making mode or information-seeking mode by scraping conversations occurring in real time,” Pearson said. “At Dell we were looking at reaching out in real time to help them.”

Online Sales: Growth: See More

succès du test de l'appli de paiement par l'iphone chez starbucks

55% des personnes qui se rendent dans un magasin en ressortent avec un achat ! Et le web…

Posted on mar 31, 2010 under Analyse marketing | 8 commentaires

55% des personnes qui se rendent dans un magasin en ressortent en ayant effectué un achat. Sur Internet, ce taux de « conversion » est inférieur à 2%…

Cette donnée m’a fait réfléchir suite à l’article d’hier sur « Les petits détails qui font la différence « Creative Contagion » » car à mon sens il est encore compliqué sur le web de faire passer tous ces petits détail au premier plan. Quand on rentre dans une boutique Vuitton et qu’on va acheter quelque chose il y a un cérémonielle de vente et entre le moment où on a décidé de son achat et la sortie de la boutique il faut compter environ 13-14 minutes car le vendeur doit vous faire vivre une expérience avec la marque. C’est cette expérience qui peut à la fois être réalisée par un vendeur avec ses différents arguments ou l’expérience qu’on peut avoir avec le design-architecture d’une boutique sans oublier le « parcours client » qui reste la meilleure arme pour faire acheter et l’excellent exemple est sans aucun doute Ikea.

Pour revenir aux donnée de 55% et 2%, elles peuvent vraiment faire réfléchir les annonceurs sur le boulot qu’il reste à faire en terme de conversion sur le web car la différence est tout simplement énorme. Même si 24,4 millions de Français ont déjà acheté sur Internet soit 2 millions de plus en un an il y a un gros travail pour les faire passer à l’achat sur le web et je pense que c’est cette expérience avec la marque qui manque même si ce n’est pas l’unique point. Il manque donc tous ces petits détails qui vont permettre à l’internaute d’être en parfaite relation avec sa marque et de s’imaginer dans la boutique des Champs Elysées. Je parle de luxe car à mon sens c’est un secteur très particulier qui peuvent avoir de l’avance comme Louis Vuitton ou un wagon de retard.

J’avais la connaissance de ce pourcentage de 55% depuis quelque temps mais à en discuter avec un ami, nous nous posions vraiment la question de savoir comment va évoluer ce taux de conversion sur le web et surtout dans l’univers du luxe. Est-ce que les spécialistes du retail peuvent confirmer ce chiffre de 55% ?

Tags: Conversion, e-commerce, louis vuitton, luxe

bien résumé