{"id":17033,"date":"2022-09-23T09:01:10","date_gmt":"2022-09-23T07:01:10","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=186866"},"modified":"2024-11-21T10:38:28","modified_gmt":"2024-11-21T09:38:28","slug":"massives-ueberangebot-an-kaufmoeglichkeiten-zwingt-haendler-zum-umdenken","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-09-23\/massives-ueberangebot-an-kaufmoeglichkeiten-zwingt-haendler-zum-umdenken\/","title":{"rendered":"La surabondance massive de possibilit\u00e9s d'achat oblige les commer\u00e7ants \u00e0 repenser leur activit\u00e9"},"content":{"rendered":"<p>&nbsp;<\/p>\r\n<p><img class=\"image-only--image alignnone\" src=\"https:\/\/www.datatrans.ch\/media\/filer_public_thumbnails\/filer_public\/ae\/79\/ae79aa56-7aca-42f8-b1aa-78689858e4ee\/grafik_1_uberdistribution_und_suche_nach_differenzierungsmerkmalen.jpg__1212x0_q85_crop_subsampling-2_upscale.jpg\" alt=\"Croissance du commerce \u00e9lectronique\" width=\"1212\" height=\"872\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>Les fournisseurs cherchent maintenant d\u00e9sesp\u00e9r\u00e9ment \u00e0 se diff\u00e9rencier. L'orientation accrue des clients vers les valeurs ainsi qu'une grande ouverture aux services fournissent des points d'appui. Dans l'ensemble, le commerce en ligne pr\u00e9voit une augmentation du chiffre d'affaires de 50 % d'ici 2030.<\/p>\r\n<p>\"25 magasins stationnaires avec la m\u00eame offre r\u00e9partis dans toute la Suisse, cela a du sens. En revanche, 25 boutiques en ligne identiques ne le sont pas. Si le m\u00eame produit est en vente \u00e0 trop d'endroits, seul le prix compte\", r\u00e9sume le professeur Ralf W\u00f6lfle, responsable de l'\u00e9tude, en pr\u00e9sentant les r\u00e9sultats de son enqu\u00eate. \"En mati\u00e8re de prix, seuls les plus grands fournisseurs peuvent toutefois rivaliser. C'est pourquoi les commer\u00e7ants veulent d\u00e9sormais cr\u00e9er pour leurs clients des valeurs ajout\u00e9es attrayantes qui vont au-del\u00e0 du produit interchangeable\".<\/p>\r\n<h3><strong>Diversit\u00e9 croissante de l'offre, notamment gr\u00e2ce aux m\u00e9dias sociaux<\/strong><\/h3>\r\n<p>En se diff\u00e9renciant par des valeurs et des services, le commerce doit \u00e9galement continuer \u00e0 augmenter la diversit\u00e9 de l'offre. Les ventes directes des marques aux clients finaux ainsi que la distribution croissante via les canaux de m\u00e9dias sociaux jouent en faveur de cette \u00e9volution. Par rapport aux places de march\u00e9 en ligne habituelles, les m\u00e9dias sociaux prennent de plus en plus d'importance, car ils permettent de mieux v\u00e9hiculer des offres ax\u00e9es sur les valeurs.<\/p>\r\n<h3><strong>Grande disponibilit\u00e9 de service dans le Quick Commerce<\/strong><\/h3>\r\n<p>Les services de livraison en ligne marquent des points gr\u00e2ce \u00e0 leur grande disponibilit\u00e9. Ils profitent du fait que pr\u00e8s de la moiti\u00e9 des achats en supermarch\u00e9 ne sont pas planifi\u00e9s. En cas d'oubli spontan\u00e9, les clients ne veulent pas se pr\u00e9cipiter \u00e0 nouveau dans le magasin, mais se faire livrer les produits. Chez le fournisseur zurichois le plus rapide, cela peut se faire en moins de 15 minutes. Les tests effectu\u00e9s par diff\u00e9rentes cha\u00eenes de supermarch\u00e9s pour livrer directement depuis le magasin sont \u00e9galement un exemple de segments \u00e9mergents dans l'e-commerce alimentaire.<\/p>\r\n<h3><strong>Le chiffre d'affaires du commerce \u00e9lectronique devrait cro\u00eetre de 50 pour cent<\/strong><\/h3>\r\n<p>Malgr\u00e9 la red\u00e9couverte du commerce stationnaire apr\u00e8s Corona, la croissance en ligne reste ininterrompue selon les participants \u00e0 l'\u00e9tude : Deux tiers d'entre eux estiment que le chiffre d'affaires du commerce \u00e9lectronique de leur secteur aura augment\u00e9 de 50 % ou plus d'ici 2030. Les tendances qui influenceront le plus le secteur dans les ann\u00e9es \u00e0 venir sont, selon les participants, le d\u00e9veloppement durable et les bouleversements dans la logistique.<\/p>\r\n<h3><strong>Distributeurs et marques en crise relationnelle<\/strong><\/h3>\r\n<p>Ce qui pr\u00e9occupe actuellement les marques et les distributeurs, c'est un conflit qui progresse insidieusement : depuis que les magasins ont ferm\u00e9 \u00e0 cause du lockdown, les marques \u00e9tablies poussent leurs ventes directes aux consommateurs finaux. Les d\u00e9taillants se sentent de plus en plus concurrenc\u00e9s par leurs fournisseurs. De leur c\u00f4t\u00e9, les marques se plaignent de ne pas repr\u00e9senter assez bien les distributeurs et de ne pas obtenir suffisamment de donn\u00e9es sur le comportement des clients. Les positions sont fig\u00e9es - m\u00eame si les distributeurs et les marques continueront \u00e0 avoir besoin les uns des autres \u00e0 l'avenir.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"image-only--image\" src=\"https:\/\/www.datatrans.ch\/media\/filer_public_thumbnails\/filer_public\/fd\/7f\/fd7fca48-ac2b-42a8-b44b-9b28dbf60db3\/grafik_2_social_media_als_ausgangspunkt_von_bestellungen.jpg__1212x0_q85_crop_subsampling-2_upscale.jpg\" alt=\"\" \/><\/p>\r\n<p><img class=\"image-only--image\" src=\"https:\/\/www.datatrans.ch\/media\/filer_public_thumbnails\/filer_public\/09\/36\/09366c61-0a1c-43e3-b76b-7ebc6ecaad74\/grafik_3_erwartungen_zum_e-commerce-wachstum_bis_2030.jpg__1212x0_q85_crop_subsampling-2_upscale.jpg\" alt=\"\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<hr \/>\r\n<p><em>Plus d'informations sur\u00a0<a href=\"http:\/\/www.commerce-report.ch\/\" rel=\"noopener\">commerce-report.ch<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00a0 \u00a0 Nun suchen Anbieter h\u00e4nderingend nach Differenzierung. Ankn\u00fcpfungspunkte liefern die gestiegene Werteorientierung der Kunden sowie eine grosse Offenheit f\u00fcr Services. Insgesamt erwartet der Online-Handel bis 2030 ein Umsatzplus von 50 Prozent. \u00ab25 station\u00e4re Filialen mit dem gleichen Angebot \u00fcber die ganze Schweiz verteilt, ergeben Sinn. 25 gleiche Onlineshops hingegen nicht. Wenn das gleiche Produkt [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"E-Commerce Wachstum","_yoast_wpseo_metadesc":"E-Commerce w\u00e4chst bis 2030 um 50%. Differenzierung durch Werte und Services. Social Media und Quick Commerce im Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[3407],"class_list":["post-17033","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Massives \u00dcberangebot an Kaufm\u00f6glichkeiten zwingt H\u00e4ndler zum Umdenken - Organisator<\/title>\n<meta name=\"description\" content=\"E-Commerce w\u00e4chst bis 2030 um 50%. Differenzierung durch Werte und Services. 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