{"id":7588,"date":"2021-10-26T15:16:12","date_gmt":"2021-10-26T20:16:12","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=7588"},"modified":"2024-11-29T08:35:04","modified_gmt":"2024-11-29T13:35:04","slug":"comment-interagir-avec-vos-clients","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/fr\/how-to-engage-with-your-customers\/","title":{"rendered":"Comment interagir avec vos clients"},"content":{"rendered":"

Les d\u00e9taillants mettent en place des processus pour les aider \u00e0 atteindre leurs objectifs de vente et \u00e0 se connecter avec leur march\u00e9 et leur public. \u00c0 l'avenir, rien ne ressort plus que l'engagement, l'interaction et l'attention des clients comme moyen de stimuler les ventes.<\/p>\n\n\n\n

Pourquoi? Parce qu'un client engag\u00e9 repr\u00e9sente 23%<\/a> plus de revenus que la moyenne. Les entreprises qui am\u00e9liorent l\u2019engagement client voient souvent leurs revenus de ventes incitatives augmenter de 13% \u00e0 51%<\/a> et une augmentation de la taille des commandes de 5% \u00e0 85%. En termes simples, les clients engag\u00e9s ach\u00e8tent plus et d\u00e9pensent plus.<\/p>\n\n\n\n

Alors, comment pouvez-vous am\u00e9liorer l'engagement de vos clients ? Consultez les conseils ci-dessous.<\/p>\n\n\n\n

Comment engager vos clients<\/strong><\/h2>\n\n\n\n

Parce que la concurrence est rude, les clients peuvent exiger plus d'engagement de la part des marques et des d\u00e9taillants. Si les clients n'obtiennent pas ce qu'ils veulent d'un d\u00e9taillant, ils vont l'obtenir ailleurs. Les d\u00e9taillants doivent identifier ce l'engagement des clients<\/a> les opportunit\u00e9s les plus logiques pour capter et conserver l'attention des clients.<\/p>\n\n\n\n

Voici 3 propositions :<\/p>\n\n\n\n

Vendre des exp\u00e9riences, pas seulement des choses<\/strong><\/h2>\n\n\n\n

En tant que contributeur Forbes Blake Morgan explique<\/a>, "cr\u00e9er des concept stores exp\u00e9rientiels, informer les clients, fournir un service personnalis\u00e9 en faisant du bien dans la communaut\u00e9 et bien plus encore" sont tous d'excellents moyens d'attirer l'attention des clients. Tenez compte de votre entreprise unique ainsi que des donn\u00e9es d\u00e9mographiques uniques de vos clients, puis identifiez les exp\u00e9riences qui pourraient leur convenir le mieux.<\/p>\n\n\n

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

Offrir des opportunit\u00e9s interactives en magasin<\/strong><\/h2>\n\n\n\n

Les d\u00e9taillants qui cherchent \u00e0 capter l'attention des clients doivent identifier des moyens au-del\u00e0 de l'inventaire qui stimuleront l'engagement des clients. Des pr\u00e9sentoirs de merchandising interactifs (comme S\u00e9phora<\/a>'s Digital Mirrors), \u00e0 la signalisation num\u00e9rique, \u00e0 la cr\u00e9ation de stations de selfie dans les magasins, \u00e0 l'offre d'exp\u00e9riences d'apprentissage pratiques et plus encore, les commer\u00e7ants doivent se rappeler que les clients veulent \u00eatre engag\u00e9s et divertis. Par cons\u00e9quent, vos strat\u00e9gies de magasin doivent s'aligner sur cela.<\/p>\n\n\n\n

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

Offrir de la facilit\u00e9 dans l'exp\u00e9rience d'achat<\/strong><\/h2>\n\n\n\n

Autant les clients appr\u00e9cient de se divertir pendant qu'ils font leurs courses, autant ils appr\u00e9cient la facilit\u00e9. Tr\u00e8s simplement, cela signifie offrir des exp\u00e9riences d'achat qui r\u00e9pondent aux pr\u00e9f\u00e9rences des clients avis\u00e9s d'aujourd'hui. Cela peut inclure des proc\u00e9dures de paiement sans caissier, offrant de nouvelles options de paiement telles que le paiement \u00e9chelonn\u00e9 et le BOPIS.<\/p>\n\n\n\n

La cl\u00e9 \u00e0 retenir est celle-ci\u2026 rendre facile<\/strong>. \u00c9vitez les frictions ou les obstacles \u00e0 tout moment au cours des exp\u00e9riences d'achat de vos clients.<\/p>\n\n\n\n

\n

Le commerce de d\u00e9tail reste centr\u00e9 sur le client et ax\u00e9 sur l'humain. Consid\u00e9rez toujours qui est votre public et comment vous pouvez le soutenir au mieux avec des opportunit\u00e9s d'engagement am\u00e9lior\u00e9es.<\/p>\n<\/blockquote>\n\n\n\n

Que vous g\u00e9n\u00e9riez un million de dollars par an ou plus de cent millions, il y a toujours des opportunit\u00e9s de croissance. Prenez le l\u00e9gendaire d\u00e9taillant Nordstrom, par exemple, qui a r\u00e9cemment d\u00e9voil\u00e9 un nouveau magasin phare \u00e0 New York dont la conception ne ressemble \u00e0 aucun de ses anciens agencements de magasin.<\/p>\n\n\n\n

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

Comme le PDG de Nordstrom, Erik Nordstrom, l'a partag\u00e9 lors du BIG Show de la National Retail Federation en janvier dernier, "les magasins doivent \u00eatre plus exp\u00e9rientiels" et pas seulement un endroit pour acheter des articles.<\/p>\n\n\n\n

L'ouverture r\u00e9cente de leur magasin phare \u00e0 Manhattan fait \u00e9cho \u00e0 ce sentiment, avec un bar strat\u00e9giquement situ\u00e9 dans le rayon chaussures<\/a> o\u00f9 les acheteurs peuvent faire une pause et se d\u00e9tendre avec un verre. Il existe m\u00eame un niveau entier d\u00e9di\u00e9 aux soins de beaut\u00e9 \u2013 et pas seulement aux produits de beaut\u00e9.<\/p>\n\n\n\n

Au-del\u00e0 des exp\u00e9riences et de l'engagement, qu'est-ce qui importe d'autre pour les clients\u00a0? Il s'av\u00e8re qu'il s'agit d'un service client, mais pas du genre que les d\u00e9taillants ont toujours offert.<\/p>\n\n\n\n

Service \u00e0 la client\u00e8le\u2026 Litt\u00e9ralement <\/strong><\/h2>\n\n\n\n

Les clients ne se souciaient que de la fa\u00e7on dont vous les traitiez leur<\/strong>, le service client \u00e9tant au c\u0153ur de leurs d\u00e9cisions d'achat. Maintenant, les clients se soucient du service client et<\/strong> les actions des d\u00e9taillants qui ont un impact direct sur ce qui les int\u00e9resse personnellement (durabilit\u00e9, salaires \u00e9quitables, justice sociale, etc.).<\/p>\n\n\n\n

Dans un rapport r\u00e9cent, Accenture<\/a> explique, \u00ab les consommateurs aux \u00c9tats-Unis ne prennent plus de d\u00e9cisions bas\u00e9es uniquement sur la s\u00e9lection ou le prix des produits ; ils \u00e9valuent ce qu'une marque dit, ce qu'elle fait et ce qu'elle repr\u00e9sente. Ils soutiennent les entreprises dont l'objectif de marque correspond \u00e0 leurs convictions. Et ils rejettent ceux qui ne le font pas, avec un sur cinq qui s'en va pour toujours.<\/p>\n\n\n\n

\n

Les d\u00e9taillants risquent de perdre des clients en raison de ce que leurs marques font ou ne le faites pas<\/em> fais. Maintenant plus que jamais, il est vital pour les d\u00e9taillants de communiquer ce en quoi ils croient et comment ils s'engagent dans la responsabilit\u00e9 sociale afin qu'ils puissent capter et conserver l'attention des consommateurs et les ventes.<\/p>\n<\/blockquote>\n\n\n\n

\"\u00c0<\/a><\/figure>\n\n\n\n

Accenture pr\u00e9cise que \u00ab\u00a0alors que les chefs d'entreprise, les investisseurs et les employ\u00e9s apportent tous des perspectives et des capacit\u00e9s essentielles \u00e0 l'identit\u00e9 d'une marque, les clients fournissent des informations \u00e0 travers leurs paroles et leurs actions qui permettent aux entreprises ax\u00e9es sur les objectifs d'affiner leur agilit\u00e9 concurrentielle\u00a0\u00bb. <\/span><\/p>\n\n\n\n

Avec un rapport 42% de clients<\/a> pr\u00eats \u00e0 s'\u00e9loigner des marques qui ne correspondent pas \u00e0 leurs valeurs, et 1 client sur 5 admettant ne jamais revenir une fois d\u00e9\u00e7u par une marque, il n'y a aucune excuse pour que les d\u00e9taillants ne reconnaissent pas l'importance de ce qui int\u00e9resse les clients.<\/p>\n\n\n\n

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

Plus que jamais, les clients montrent leur confiance, s'ouvrent sur ce qui les int\u00e9resse et d\u00e9montrent de v\u00e9ritables pr\u00e9f\u00e9rences par les dollars qu'ils d\u00e9pensent. En gardant cela \u00e0 l'esprit, l'avenir s'annonce prometteur pour les d\u00e9taillants qui sont pr\u00eats \u00e0 tenir compte de ce que les clients leur disent et \u00e0 am\u00e9liorer leur engagement client.<\/p>\n\n\n\n

A propos de l'auteur:<\/strong><\/p>\n\n\n

\n
\"RM-NLReyhle_Headshot_2019<\/figure>\n<\/div>\n\n\n

Nicole Leinbach Reyhle est la fondatrice de RetailMinded<\/a> et l'auteur de Commerce de d\u00e9tail 101<\/a>Elle collabore r\u00e9guli\u00e8rement au Today Show et \u00e0 Forbes et est la porte-parole du Small Business Saturday d'American Express. Reyhle est reconnue comme l'une des 10 meilleures leaders d'opinion du commerce de d\u00e9tail par Vend et comme une \u00ab futuriste \u00bb du commerce de d\u00e9tail pour IBM. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

Les d\u00e9taillants mettent en place des processus pour les aider \u00e0 atteindre leurs objectifs de vente et \u00e0 se connecter avec leur march\u00e9 et leur public. \u00c0 l'avenir, rien ne ressort plus que l'engagement, l'interaction et l'attention des clients comme moyen de stimuler les ventes. Pourquoi? Parce qu'un client engag\u00e9 repr\u00e9sente 23% de revenus en plus que la moyenne. Les entreprises qui am\u00e9liorent la client\u00e8le\u2026 Lire la suite Comment interagir avec vos clients<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":[677174005],"tags":[677173963,677174058,2692566,88195,677173970,677173891],"class_list":["post-7588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to","tag-customer-buying-decisions","tag-customer-engagement","tag-customer-expectations","tag-customer-experience","tag-customer-insights","tag-retail-trends"],"yoast_head":"\nHow to Engage with Your Customers<\/title>\n<meta name=\"description\" content=\"If boosting sales is a goal, level-up your customer engagement strategy. 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