{"id":1323,"date":"2016-05-17T18:41:00","date_gmt":"2016-05-17T22:41:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1323"},"modified":"2022-05-24T18:41:18","modified_gmt":"2022-05-24T22:41:18","slug":"wherever-you-are","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/fr\/wherever-you-are\/","title":{"rendered":"WHEREVER YOU ARE!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">L\u2019un des principaux apprentissages de l\u2019\u00e9conomie comportementale, cette science qui s\u2019appuie sur les recherches du psychologue et r\u00e9cipiendaire du prix Nobel&nbsp;<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Daniel_Kahneman\" target=\"_blank\" rel=\"noreferrer noopener\">Daniel Kanheman<\/a>, est l\u2019importance de l\u2019environnement et du contexte dans la prise de d\u00e9cisions.&nbsp; &nbsp;Pour engager un consommateur, il est primordial de communiquer le bon message. Mais il l\u2019est tout autant de le communiquer&nbsp;<strong>au bon moment et au bon endroit<\/strong>. Les technologies de microlocalisation et de \u00ab&nbsp;geofencing&nbsp;\u00bb constituent des outils hors du commun pour atteindre cet objectif, et ce pour les quatre raisons suivantes&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>Leur utilisation est d\u2019une grande simplicit\u00e9<\/strong>&nbsp;pour les consommateurs puisqu\u2019il suffit d\u2019avoir un t\u00e9l\u00e9phone intelligent et de t\u00e9l\u00e9charger une de ses applications. Ainsi, lorsqu\u2019une application compatible avec \u00ab&nbsp;iBeacon&nbsp;\u00bb est install\u00e9e sur le t\u00e9l\u00e9phone intelligent d\u2019un consommateur, celui-ci devient r\u00e9ceptif aux bornes de transmission install\u00e9es en magasin d\u00e8s qu\u2019il passe \u00e0 proximit\u00e9 de l\u2019une d\u2019entre elles. L\u2019appareil re\u00e7oit alors des donn\u00e9es qui ont \u00e9t\u00e9 pr\u00e9alablement programm\u00e9es (promotions, informations produits,\u2026).<\/li><li><strong>Elles permettent d\u2019atteindre les consommateurs au moment o\u00f9 ils sont le plus r\u00e9ceptifs<\/strong>, soit quand ils sont \u00e0 proximit\u00e9 ou, encore mieux, d\u00e9j\u00e0 en magasin.<\/li><li><strong>Elles donnent acc\u00e8s aux clients \u00e0 des rabais&nbsp;<\/strong>auxquels les clients \u00ab&nbsp;non-connect\u00e9s&nbsp;\u00bb n\u2019ont pas acc\u00e8s, sur la base du principe de r\u00e9ciprocit\u00e9 essentiel \u00e0 l\u2019adoption d\u2019une application.<\/li><li>Enfin,&nbsp;<strong>le prix des bornes est en constante diminution et est aujourd\u2019hui tr\u00e8s accessible&nbsp;<\/strong>pour les entreprises.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Imaginons, par exemple, que je me rende en magasin pour acheter un chemisier. Une fois arriv\u00e9e dans la section du magasin o\u00f9 ils se trouvent, mon t\u00e9l\u00e9phone re\u00e7oit le signal \u00e9mis par les bornes situ\u00e9es \u00e0 cet endroit. Mon t\u00e9l\u00e9phone affiche alors une notification du type&nbsp; \u00ab Compl\u00e9tez votre look avec une paire de chaussure. 20 % sur la plupart des articles! \u00bb. Clairement, cette technologie peut \u00eatre tr\u00e8s avantageuse pour les commer\u00e7ants. Elle leur permet d\u2019augmenter le niveau de personnalisation de leurs communications, au bon moment et alors que la client\u00e8le est en magasin, ce qui pourrait, possiblement, augmenter le panier moyen d\u2019achat et \/ou permettre de mousser la vente de certains produits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Cet outil pr\u00e9sente aussi une immense utilit\u00e9 pour les chercheurs puisque nous sommes alors en mesure de\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>\u2026\u00e9valuer une exp\u00e9rience au moment (ou presque) o\u00f9 elle se produit;<\/li><li>\u2026suivre avec exactitude le parcours client en magasin;<\/li><li>\u2026d\u00e9terminer l\u2019impact des promotions crois\u00e9es;<\/li><li>\u2026permettre aux marchands d\u2019ajuster leurs approches rapidement.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">\u00c0 l\u2019heure actuelle, l\u2019adoption des applications compatibles iBeacon par les consommateurs est plut\u00f4t lente. Il est donc difficile de rejoindre un vaste \u00e9chantillon. Il est aussi probable que l\u2019\u00e9chantillon obtenu ne refl\u00e8te pas le profil des consommateurs, mais plut\u00f4t la niche des \u00ab early adopters \u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">On disait la m\u00eame chose il y a 10 ans de la g\u00e9olocalisation. Depuis, Google Map, Tinder, Uber et autres sont pass\u00e9s par l\u00e0! On s\u2019en reparle dans cinq ans?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019un des principaux apprentissages de l\u2019\u00e9conomie comportementale, cette science qui s\u2019appuie sur les recherches du psychologue et r\u00e9cipiendaire du prix Nobel Daniel Kanheman, est l\u2019importance de l\u2019environnement et du contexte dans la prise de d\u00e9cisions.   Pour engager un consommateur, il est primordial de communiquer le bon message. Mais il l\u2019est tout autant de le communiquer au bon moment et au bon endroit. Les technologies de microlocalisation et de \u00ab geofencing \u00bb constituent des outils hors du commun pour atteindre cet objectif, et ce pour les quatre raisons suivantes :<\/p>\n","protected":false},"author":18,"featured_media":1324,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-1323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WHEREVER YOU ARE! - Ad Hoc Recherche<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adhoc-recherche.com\/fr\/wherever-you-are\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHEREVER YOU ARE! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"L\u2019un des principaux apprentissages de l\u2019\u00e9conomie comportementale, cette science qui s\u2019appuie sur les recherches du psychologue et r\u00e9cipiendaire du prix Nobel Daniel Kanheman, est l\u2019importance de l\u2019environnement et du contexte dans la prise de d\u00e9cisions.  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