{"id":6569,"date":"2021-10-26T15:16:06","date_gmt":"2021-10-26T20:16:06","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=6569"},"modified":"2025-08-20T10:55:28","modified_gmt":"2025-08-20T14:55:28","slug":"5-donnees-demographiques-a-ne-pas-negliger-pour-le-quatrieme-trimestre","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/5-not-to-be-ignored-shopper-demographics-for-q4\/","title":{"rendered":"5 donn\u00e9es d\u00e9mographiques des acheteurs \u00e0 ne pas n\u00e9gliger pour le quatri\u00e8me trimestre"},"content":{"rendered":"

Le quatri\u00e8me trimestre est la saison de vente la plus charg\u00e9e pour les d\u00e9taillants. Cela signifie plus de consommateurs dans vos magasins et restaurants. Il s'agit d'une opportunit\u00e9 de vendre et de cr\u00e9er une notori\u00e9t\u00e9 aupr\u00e8s de groupes de consommateurs avec lesquels vous n'interagissez pas normalement \u00e0 d'autres moments de l'ann\u00e9e. Profitez de cette chance pour augmenter votre r\u00e9sultat net. Nous avons 5 groupes de consommateurs auxquels vous devriez pr\u00eater attention au cours du quatri\u00e8me trimestre.<\/p>\n\n\n\n

G\u00e9n\u00e9ration X<\/strong><\/h2>\n\n\n\n

Situ\u00e9e entre les baby-boomers et les millennials, la g\u00e9n\u00e9ration X est souvent ignor\u00e9e. Aujourd'hui, la g\u00e9n\u00e9ration X a entre 40 et 50 ans, une carri\u00e8re avanc\u00e9e et des enfants vides. d\u00e9penser le plus<\/a> cette saison des f\u00eates. Bien que la g\u00e9n\u00e9ration X n'aime pas la vente forc\u00e9e, elle aime les bonnes affaires et comprend comment un produit va faciliter la vie.<\/p>\n\n\n

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Cr\u00e9dit photo : Shutterstock<\/figcaption><\/figure>\n<\/div>\n\n\n

La g\u00e9n\u00e9ration X pr\u00e9f\u00e8re le physique\u00a0: coupons papier, parler avec une vraie personne en magasin et faire des achats physiques. Ils aiment aussi la connexion et Programmes de fid\u00e9lit\u00e9<\/a>. Captez leur attention pendant les f\u00eates de fin d'ann\u00e9e avec une bonne affaire et fid\u00e9lisez-les tout au long de l'ann\u00e9e avec un service client attentionn\u00e9 et des r\u00e9compenses de fid\u00e9lit\u00e9 dont ils peuvent profiter en magasin. Assurez ensuite une exp\u00e9rience coh\u00e9rente en v\u00e9rifiant que vos programmes en magasin sont ex\u00e9cut\u00e9s avec audits de vente au d\u00e9tail<\/a>. <\/p>\n\n\n\n

Propri\u00e9taires d'animaux domestiques<\/strong><\/h2>\n\n\n\n

Les animaux de compagnie font d\u00e9sormais partie de la famille, ce qui signifie qu'ils sont inclus dans les f\u00eates. Selon NRF, les propri\u00e9taires d'animaux d\u00e9boursent $700 millions<\/a> sur les d\u00e9guisements d'Halloween. 95% des propri\u00e9taires d'animaux ach\u00e8tent des cadeaux de No\u00ebl pour leurs animaux. Au-del\u00e0 des n\u00e9cessit\u00e9s, les propri\u00e9taires sont heureux de faire des folies sur les v\u00eatements, les accessoires de voyage et les services de toilettage.<\/p>\n\n\n\n

Lorsqu'il s'agit de certains articles comme literie, friandises et v\u00eatements<\/a>, les acheteurs pr\u00e9f\u00e8rent acheter en magasin. Pour profiter de cette pr\u00e9f\u00e9rence en magasin pour certains produits, des e-commer\u00e7ants comme Wild One ont ouvert des boutiques \u00e9ph\u00e9m\u00e8res.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Les d\u00e9monstrations de produits ou l'offre d'un service simple comme la coupe des ongles sont un excellent moyen d'attirer l'attention des propri\u00e9taires d'animaux et de les amener en magasin. Une fois en magasin, assurez-vous que vos produits pour animaux de compagnie des f\u00eates sont bien en \u00e9vidence dans votre points chauds<\/a>.<\/p>\n\n\n\n

De plus, vous n'avez pas besoin de vendre de vrais produits pour animaux de compagnie pour puiser dans ce groupe d\u00e9mographique de consommateurs. Les produits sur le th\u00e8me des animaux de compagnie (calendriers, v\u00eatements, tasses, etc.) sont un excellent moyen d'interagir avec ces consommateurs. Ou r\u00e9fl\u00e9chissez \u00e0 la fa\u00e7on dont votre produit pourrait aider les propri\u00e9taires d'animaux de mani\u00e8re inattendue.<\/p>\n\n\n\n

Par exemple, le SmartThings Item Tracker de Samsung a de nombreuses utilisations. Pour pr\u00e9senter le produit aux propri\u00e9taires d'animaux, Samsung a lanc\u00e9 le Bark-n-Browse<\/a> Pop-up o\u00f9 les chiens pouvaient jouer dans un parc ou avoir des friandises fra\u00eechement pr\u00e9par\u00e9es pendant que leurs propri\u00e9taires apprenaient comment le SmartThings Tracker pourrait \u00eatre b\u00e9n\u00e9fique pour eux et leurs animaux de compagnie.<\/p>\n\n\n\n

Donneurs de cartes-cadeaux<\/strong><\/h2>\n\n\n\n

Selon Sujets explosifs<\/a>64% des femmes et 48% des hommes pr\u00e9f\u00e8rent les cartes cadeaux comme cadeau de fin d'ann\u00e9e. Les consommateurs aiment les cartes cadeaux car elles ont un c\u00f4t\u00e9 plus personnel que l'argent liquide. Pour les d\u00e9taillants, les avantages des cartes cadeaux sont nombreux.<\/p>\n\n\n\n

Les d\u00e9tenteurs de cartes-cadeaux d\u00e9pensent plus. Ils sont plus dispos\u00e9s \u00e0 payer le prix fort pour les articles car ils consid\u00e8rent les cartes-cadeaux comme de \u00ab l\u2019argent gratuit \u00bb et une occasion de se faire plaisir. De plus, Capitol One<\/a> Les statistiques de vente montrent que \u00ab 61% des consommateurs d\u00e9pensent plus que la valeur d'une carte-cadeau lors de l'\u00e9change, soit en moyenne $31,75 de plus que la valeur de la carte \u00bb. Les d\u00e9tenteurs de cartes-cadeaux sont \u00e9galement plus susceptibles d'effectuer des achats impulsifs et d'\u00eatre ouverts \u00e0 la vente incitative : 25%<\/a> ach\u00e8tera par impulsion un article suppl\u00e9mentaire, et 8% ach\u00e8tera la version la plus ch\u00e8re de l'article qu'il avait initialement pr\u00e9vu d'acheter.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Les cartes-cadeaux donnent aux marques la possibilit\u00e9 d'interagir avec les donn\u00e9es d\u00e9mographiques des consommateurs qui seraient autrement hors de leur port\u00e9e. Toutes les personnes qui offrent vos cartes-cadeaux ne connaissent pas votre marque\u00a0; ils savent seulement que quelqu'un qu'ils connaissent est int\u00e9ress\u00e9 par votre marque. Au cours du quatri\u00e8me trimestre, formez vos employ\u00e9s \u00e0 rep\u00e9rer ces clients et \u00e0 interagir avec eux d'une mani\u00e8re \u00e0 la fois utile et pr\u00e9sentant votre marque.<\/p>\n\n\n\n

Les cartes-cadeaux encouragent les achats impulsifs et compl\u00e9mentaires. Alors que vous devriez toujours avoir des enveloppes compl\u00e9mentaires pr\u00eates pour les acheteurs de cartes-cadeaux, inspirez-vous des marques comme Starbucks qui vendent leurs cartes-cadeaux avec des cartes de v\u0153ux m\u00e9morables et des porte-cartes-cadeaux am\u00e9lior\u00e9s.<\/p>\n\n\n\n

Consommateurs conscients<\/strong><\/h2>\n\n\n\n

La consommation consciente est une tendance cl\u00e9. Des probl\u00e8mes tels que le changement climatique, l'\u00e9galit\u00e9 de r\u00e9mun\u00e9ration et le d\u00e9sir de transparence de la cha\u00eene d'approvisionnement influencent tous les choix des consommateurs pour d\u00e9penser leur argent. Les consommateurs conscients ne sont pas un groupe de niche\u00a0: 62%<\/a> des consommateurs cherchent \u00e0 acheter des produits durables.<\/p>\n\n\n\n

Les Am\u00e9ricains jettent 25%<\/a> plus de d\u00e9chets dans les semaines entre Thanksgiving et le Nouvel An. Les consommateurs conscients sont conscients des d\u00e9chets qui accompagnent la p\u00e9riode des f\u00eates et recherchent des marques qui refl\u00e8tent leurs valeurs et leur d\u00e9sir d'att\u00e9nuer leur impact. <\/p>\n\n\n\n

Vous n'avez pas besoin de revoir votre gamme de produits pour plaire \u00e0 ces consommateurs. Prenez simplement le temps de mettre en avant ce que vous proposez d\u00e9j\u00e0 : emballages cadeaux r\u00e9utilisables, produits fabriqu\u00e9s localement, cosm\u00e9tiques sans cruaut\u00e9 et tout ce qui est emball\u00e9 ou fabriqu\u00e9 avec des mat\u00e9riaux recycl\u00e9s.<\/p>\n\n\n\n

Vous pouvez m\u00eame int\u00e9grer la durabilit\u00e9 dans vos pr\u00e9sentoirs de vacances en utilisant des mat\u00e9riaux non traditionnels. Anthropologie est connue pour attirer les acheteurs avec ses magnifiques pr\u00e9sentoirs qui incluent des mat\u00e9riaux non conventionnels. <\/p>\n\n\n\n

Quelles que soient vos pratiques en mati\u00e8re de d\u00e9veloppement durable, assurez-vous d'en informer vos clients. Comme Zara qui r\u00e9cup\u00e8re les v\u00eatements usag\u00e9s en magasin et annonce leur utilisation de mat\u00e9riaux recycl\u00e9s directement sur leurs coffrets cadeaux.<\/p>\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n

Le client devant vous<\/strong><\/h2>\n\n\n\n

Le \u00ab don de soi \u00bb devient une tendance. Les acheteurs d\u00e9penseront plus $100<\/a> sur eux-m\u00eames pendant la p\u00e9riode des f\u00eates. Mettez populaire objets offerts par soi-m\u00eame <\/a>(\u00e9lectronique, v\u00eatements d'hiver, v\u00eatements de sport, cosm\u00e9tiques d'autosoin) aux c\u00f4t\u00e9s de coffrets cadeaux et d'articles plus traditionnels pour encourager le client devant vous \u00e0 se faire plaisir pendant qu'il fait plaisir aux autres.<\/p>\n\n\n\n

Derni\u00e8res pens\u00e9es\u2026<\/h3>\n\n\n\n

Quel que soit le groupe d\u00e9mographique que vous choisissez de cibler, tous les clients s'attendent \u00e0 faire leurs achats dans un magasin propre et bien ordonn\u00e9 avec un personnel comp\u00e9tent. N'oubliez pas de proc\u00e9der audits de vente au d\u00e9tail<\/a> tout au long de ce trimestre cl\u00e9 pour que vos magasins restent pr\u00e9sentables, vos \u00e9tag\u00e8res bien garnies et votre personnel engag\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"

Le quatri\u00e8me trimestre est la saison de vente la plus charg\u00e9e pour les d\u00e9taillants. Cela signifie plus de consommateurs dans vos magasins et restaurants. Il s'agit d'une opportunit\u00e9 de vendre et de cr\u00e9er une notori\u00e9t\u00e9 aupr\u00e8s de groupes de consommateurs avec lesquels vous n'interagissez pas normalement \u00e0 d'autres moments de l'ann\u00e9e. Profitez de cette chance pour augmenter votre r\u00e9sultat net. Nous avons 5 \u2026 Lire la suite 5 donn\u00e9es d\u00e9mographiques des acheteurs \u00e0 ne pas n\u00e9gliger pour le quatri\u00e8me trimestre<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174196,677174197],"tags":[677173917,914202,95739,677173893,6877],"class_list":["post-6569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seasonal-retail","category-pet-care","tag-gen-x","tag-q4","tag-retail-marketing","tag-retail-sales","tag-sustainability"],"yoast_head":"\n5 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