{"id":182245,"date":"2023-08-24T00:00:00","date_gmt":"2023-08-23T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\/"},"modified":"2023-08-24T00:00:00","modified_gmt":"2023-08-23T22:00:00","slug":"faire-du-leche-vitrine-ca-ne-marche-pas-du-tout","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\/","title":{"rendered":"Faire du l\u00e8che-vitrine ? \u00c7a ne marche pas du tout"},"content":{"rendered":"<p>Rapport Konsider : par rap, 18.08.2023<\/p>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Comment les clients de demain feront-ils leurs achats ? Comment les personnes \u00e2g\u00e9es de 18 \u00e0 25 ans font-elles leurs achats - et que souhaitent-elles faire ? C&rsquo;est \u00e0 ces questions qu&rsquo;a tent\u00e9 de r\u00e9pondre une \u00e9tude men\u00e9e par l&rsquo;universit\u00e9 de Rostock et l&rsquo;association allemande de commerce \u00e9lectronique Bevh, en interrogeant 930 personnes n\u00e9es apr\u00e8s 1995.  <\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Il est clair que ce public a un penchant presque radical pour le shopping num\u00e9rique. Quatre personnes interrog\u00e9es sur cinq ont d\u00e9clar\u00e9 qu&rsquo;elles faisaient r\u00e9guli\u00e8rement leurs achats via leur t\u00e9l\u00e9phone portable (84%) ou leur ordinateur portable (75%). <\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Les consommateurs pr\u00e9f\u00e8rent acheter sur <strong>les places de march\u00e9 en ligne<\/strong> pour 75% d&rsquo;entre eux, 13% pr\u00e9f\u00e8rent <strong>les d\u00e9taillants en ligne classiques<\/strong> et 12% pr\u00e9f\u00e8rent <strong>acheter directement<\/strong> aupr\u00e8s des fabricants de marques.<\/div>\n<div class=\"css-ekzb34\" data-cy=\"draft-view__box-plugin\">\n<div class=\"css-li2em8\">\n<div>\n<ul class=\"css-bu2nd4\">\n<li class=\"css-1cqfkvg\"><strong>Universit\u00e9 de Rostock \/ BEVH<\/strong>: <a class=\"css-1mfpxvo\" href=\"https:\/\/bevh.org\/daten-studien\/next-generation-e-commerce\" target=\"_blank\" rel=\"noopener noreferrer\">\u00ab\u00a0Next Generation E-Commerce : Einblicke in das aktuelle und k\u00fcnftige Kaufverhalten junger Menschen\u00a0\u00bb,<\/a> ao\u00fbt 2023.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Il ne reste donc plus grand chose pour le lieu d&rsquo;achat \u00ab\u00a0magasin\u00a0\u00bb. Lorsqu&rsquo;on leur demande comment ils envisagent de faire leurs courses dans 25 ans, pr\u00e8s des trois quarts des personnes interrog\u00e9es d\u00e9clarent qu&rsquo;elles effectueront la majorit\u00e9 de leurs achats en ligne. Environ la moiti\u00e9 d&rsquo;entre eux ne se rendront dans un magasin qu&rsquo;en cas d&rsquo;urgence, et 57% uniquement si des produits int\u00e9ressants et adapt\u00e9s y sont disponibles.  <\/p>\n<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">L<strong>&lsquo;alimentation reste stationnaire<\/strong><br \/>\nLe l\u00e8che-vitrines n&rsquo;est gu\u00e8re appr\u00e9ci\u00e9 par les jeunes acheteurs : Une bonne moiti\u00e9 des personnes interrog\u00e9es (53%) ne s&rsquo;imagine pas faire des achats spontan\u00e9s en centre-ville dans un avenir lointain ; 25% suppl\u00e9mentaires sont ind\u00e9cis.<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Toutefois, cela d\u00e9pend aussi en partie de cela. Il y a quelques domaines de produits qui restent attractifs m\u00eame en stationnaire. Ainsi, 44% peuvent s&rsquo;imaginer commander r\u00e9guli\u00e8rement des produits alimentaires et de droguerie \u00e0 domicile - pour une fois, la valeur est donc inf\u00e9rieure \u00e0 50%.  <\/p>\n<\/div>\n<div class=\"css-190iwww\" data-cy=\"draft-view__image-plugin\">\n<div class=\"css-sffzb7\">\n<div class=\"css-1n51tvp\">\n<div class=\"\">\n<div data-rmiz-wrap=\"visible\"><picture class=\"draftViewImage css-8y44ga\"><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_2000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa\u0308r_gekauft_werden_treujw 2x\" media=\"(min-width: 2560px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_2000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa\u0308r_gekauft_werden_treujw 2x\" media=\"(min-width: 2000px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_1000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa\u0308r_gekauft_werden_treujw 2x\" media=\"(min-width: 1000px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_640,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa\u0308r_gekauft_werden_treujw 2x\" media=\"(min-width: 640px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_320,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa\u0308r_gekauft_werden_treujw 2x\" media=\"(min-width: 0px)\"><\/source><img decoding=\"async\" class=\"draftViewImage css-8y44ga\" src=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_640,dpr_1\/q_auto\/fl_progressive\/f_auto\/v1692349677\/konsider\/Welche_produkte_mehr_online_mehr_stationa%CC%88r_gekauft_werden_treujw\" alt=\"image\"><\/picture><button aria-label=\"Zoom image\" data-rmiz-btn-open=\"true\"><\/button><\/div>\n<div class=\"draftViewImageCaption css-9afa2x\">Ce que la g\u00e9n\u00e9ration Z pr\u00e9f\u00e8re acheter en ligne ou en magasin : Plus la valeur sur l&rsquo;axe des x est \u00e9lev\u00e9e, plus la cat\u00e9gorie de produits a tendance \u00e0 \u00eatre acquise via les canaux en ligne. | Graphique : Tir\u00e9 de l&rsquo;\u00e9tude. <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Un autre probl\u00e8me auquel le commerce est confront\u00e9 avec les <em>natifs du num\u00e9rique <\/em>est que cette client\u00e8le n&rsquo;est pas tr\u00e8s fid\u00e8le. Une personne interrog\u00e9e sur trois se d\u00e9crit comme pas ou peu \u00ab\u00a0engag\u00e9e\u00a0\u00bb (c&rsquo;est-\u00e0-dire peu int\u00e9ress\u00e9e par des activit\u00e9s allant au-del\u00e0 de la transaction elle-m\u00eame). Seuls 19% des personnes interrog\u00e9es ont un sentiment d&rsquo;appartenance \u00e0 un distributeur particulier.  <\/p>\n<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\"><strong>A quoi servent les influenceurs ?<\/strong><br \/>\nEn ce qui concerne l&rsquo;utilisation commerciale des m\u00e9dias sociaux, l&rsquo;enqu\u00eate en Allemagne confirme une image bien connue : les plateformes les plus populaires sont clairement YouTube et Instagram, avec respectivement 94% et 88% d&rsquo;utilisateurs actifs parmi les personnes interrog\u00e9es. Bien que 55 % des personnes interrog\u00e9es consid\u00e8rent les r\u00e9seaux sociaux comme une source d&rsquo;inspiration pour leurs achats, seuls 20 % d&rsquo;entre elles se laissent inspirer par les influenceurs pour leurs achats. <\/p>\n<\/div>\n<div class=\"css-190iwww\" data-cy=\"draft-view__image-plugin\">\n<div class=\"css-sffzb7\">\n<div class=\"css-1n51tvp\">\n<div class=\"\">\n<div data-rmiz-wrap=\"visible\"><picture class=\"draftViewImage css-8y44ga\"><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_2000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2 2x\" media=\"(min-width: 2560px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_2000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2 2x\" media=\"(min-width: 2000px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_1000,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2 2x\" media=\"(min-width: 1000px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_640,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2 2x\" media=\"(min-width: 640px)\"><\/source><source srcset=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_320,dpr_2\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2 2x\" media=\"(min-width: 0px)\"><\/source><img decoding=\"async\" class=\"draftViewImage css-8y44ga\" src=\"https:\/\/res.cloudinary.com\/deep-impact-ag\/image\/upload\/c_fill,w_640,dpr_1\/q_auto\/fl_progressive\/f_auto\/v1692350039\/konsider\/Social_Media_im_E_Commerce_ovzkn2\" alt=\"image\"><\/picture><button aria-label=\"Zoom image\" data-rmiz-btn-open=\"true\"><\/p>\n<p><\/button><\/div>\n<div class=\"draftViewImageCaption css-9afa2x\">Quels sont les m\u00e9dias sociaux utilis\u00e9s par les personnes interrog\u00e9es comme source d&rsquo;inspiration et d&rsquo;information ? Sur lesquels ont-ils d\u00e9j\u00e0 d\u00e9couvert puis achet\u00e9 des produits ? <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\">Le principal canal d&rsquo;inspiration, de d\u00e9couverte et d&rsquo;achat est Instagram. Pour la recherche d&rsquo;informations, c&rsquo;est YouTube qui est le plus souvent consult\u00e9. TikTok arrive en troisi\u00e8me position dans les trois disciplines, avec un petit \u00e9cart. Facebook, Pinterest et Twitch sont en revanche distanc\u00e9s.   <\/p>\n<\/div>\n<div class=\"css-ekzb34\" data-cy=\"draft-view__box-plugin\">\n<div class=\"css-li2em8\">\n<div class=\"css-uhcm3k\" data-cy=\"draft-view__paragraph\"><strong>L&rsquo;enqu\u00eate<\/strong><br \/>\nL&rsquo;enqu\u00eate, men\u00e9e \u00e0 l&rsquo;universit\u00e9 de Rostock sous la direction de Christian Brock, est bas\u00e9e sur un \u00e9chantillon de 930 personnes n\u00e9es apr\u00e8s 1995. L&rsquo;\u00e2ge moyen \u00e9tait de 22 ans. 54 % des personnes interrog\u00e9es \u00e9taient des \u00e9tudiants, 24 % des apprentis et 11 % avaient d\u00e9j\u00e0 un emploi salari\u00e9.  <\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les magasins sont d\u00e9pass\u00e9s, la fid\u00e9lit\u00e9 est inutile, les influenceurs sont superflus et le shopping en ligne est tout : une \u00e9tude a v\u00e9rifi\u00e9 le comportement d&rsquo;achat de la prochaine g\u00e9n\u00e9ration de clients.<\/p>\n","protected":false},"author":5,"featured_media":180669,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-182245","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Faire du l\u00e8che-vitrine ? \u00c7a ne marche pas du tout - Sportbiz<\/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:\/\/sportbiz.ch\/fr\/news\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Faire du l\u00e8che-vitrine ? \u00c7a ne marche pas du tout - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Les magasins sont d\u00e9pass\u00e9s, la fid\u00e9lit\u00e9 est inutile, les influenceurs sont superflus et le shopping en ligne est tout : une \u00e9tude a v\u00e9rifi\u00e9 le comportement d&#039;achat de la prochaine g\u00e9n\u00e9ration de clients.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportbiz.ch\/fr\/news\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\/\" \/>\n<meta property=\"og:site_name\" content=\"Sportbiz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sportbizbyasmas\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sportbiz.ch\/wp-content\/uploads\/2023\/08\/Shop_pexels-robin-1020370-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\\\/\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/faire-du-leche-vitrine-ca-ne-marche-pas-du-tout\\\/\",\"name\":\"Faire du l\u00e8che-vitrine ? 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