{"id":5794,"date":"2015-11-13T10:06:26","date_gmt":"2015-11-13T09:06:26","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=5794"},"modified":"2025-03-05T13:08:54","modified_gmt":"2025-03-05T12:08:54","slug":"les-tendances-cles-du-e-commerce-pour-les-fetes-de-fin-dannee","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/les-tendances-cles-du-e-commerce-pour-les-fetes-de-fin-dannee\/","title":{"rendered":"Les tendances cl\u00e9s du e-commerce pour les f\u00eates de fin d&rsquo;ann\u00e9e"},"content":{"rendered":"<p>Si la p\u00e9riode des f\u00eates de fin d&rsquo;ann\u00e9e sont pour beaucoup l&rsquo;occasion de se retrouver entre proches, elles sont aussi une \u00e9preuve de rush pour les marques qui jouent des coudes afin de se disputer une place sous les sapins.<\/p>\n<p>Alors que d\u00e9cembre approche, Facebook IQ, le centre d&rsquo;insight du r\u00e9seau social, a mis au point une infographie r\u00e9capitulant les tendances cl\u00e9s de consommation \u00e0 l&rsquo;arriv\u00e9e\u00a0des f\u00eates.<\/p>\n<p>R\u00e9alis\u00e9e \u00e0 partir de donn\u00e9es recueillies dans 34 pays, les r\u00e9sultats sont particuli\u00e8rement int\u00e9ressants et d\u00e9montrent notamment comment le <strong>e-commerce<\/strong> s&rsquo;introduit de plus en plus dans le parcours d&rsquo;achat et donnent des pistes aux marques pour\u00a0s&rsquo;adapter \u00e0 cette nouvelle donne.<\/p>\n<p>&nbsp;<\/p>\n<h2>Des modes de consommations boulevers\u00e9s par le mobile et le e-commerce<\/h2>\n<p>L&rsquo;infographie permet notamment de saisir l&rsquo;impact qu&rsquo;a pu avoir l&rsquo;\u00e9mergence des nouvelles technologies sur la fa\u00e7on d&rsquo;aborder les f\u00eates de fin d&rsquo;ann\u00e9e :<\/p>\n<ul>\n<li>1 achat en ligne sur 4 s&rsquo;est effectu\u00e9 via un <strong>mobile<\/strong> lors de la p\u00e9riode de f\u00eates en 2014<\/li>\n<li>59 % des personnes interrog\u00e9es compte faire leur shopping diff\u00e9remment cette ann\u00e9e et <strong>53 %<\/strong> ont l&rsquo;intention d&rsquo;avoir recours \u00e0 <strong>plusieurs canaux<\/strong><\/li>\n<li><strong>40 %<\/strong> des personnes interrog\u00e9es d\u00e9clarent avoir l&rsquo;intention d&rsquo;<strong>acheter davantage en ligne<\/strong> que l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente<\/li>\n<\/ul>\n<p>Par ailleurs, <a href=\"https:\/\/www.facebook.com\/business\/foresight\" target=\"_blank\" rel=\"noopener\">Facebook IQ<\/a> r\u00e9v\u00e8le\u00a0une augmentation de 28 % des partages de photos et de vid\u00e9os durant la p\u00e9riode des f\u00eates.<\/p>\n<p>&nbsp;<\/p>\n<h2>Les conseils de Facebook IQ pour s&rsquo;adapter \u00e0 cette nouvelle\u00a0donne<\/h2>\n<p>Afin de s&rsquo;adapter \u00e0 ces nouvelles attentes et \u00e0 ces <a href=\"https:\/\/www.odw.fr\/blog\/webmarketing\/infographie-les-tendances-du-web-to-store-pour-les-consommateurs\/\">nouveaux modes de consommation<\/a>, Facebook IQ d\u00e9livre 5 conseils :<\/p>\n<ul>\n<li>Mettre en place une <strong>strat\u00e9gie multicanale<\/strong> qui apporte une <strong>valeur ajout\u00e9e \u00e0 l&rsquo;exp\u00e9rience client<\/strong> et qui permet de <strong>fid\u00e9liser<\/strong> les acheteurs<\/li>\n<\/ul>\n<ul>\n<li>Miser sur le c\u00f4t\u00e9 \u00ab\u00a0<strong>exp\u00e9rientiel<\/strong> \u00a0\u00bb du cadeau : plus d&rsquo;un quart des r\u00e9pondant consid\u00e8rent une \u00ab\u00a0<strong>exp\u00e9rience partag\u00e9e<\/strong>\u00a0\u00bb comme le cadeau id\u00e9al. Ce c\u00f4t\u00e9 \u00ab\u00a0exp\u00e9rientiel\u00a0\u00bb est \u00e9galement partag\u00e9 par 44% des r\u00e9pondants qui souhaitent avoir l&rsquo;occasion de passer davantage de <strong>moments de qualit\u00e9<\/strong> et 41% qui souhaitent avoir l&rsquo;occasion de <strong>voyager.<\/strong><\/li>\n<\/ul>\n<ul>\n<li>Ne pas n\u00e9gliger l&rsquo;<strong>importance des images<\/strong> afin de se distinguer de la masse des offres promotionnelles qui caract\u00e9risent la p\u00e9riode. D&rsquo;ailleurs, 63 % des instagrammers utilisent le r\u00e9seau social afin de trouver le cadeau id\u00e9al.<\/li>\n<\/ul>\n<ul>\n<li>Les f\u00eates de fin d&rsquo;ann\u00e9e sont l&rsquo;occasion de nombreuses r\u00e9jouissances, mais aussi de quelques moments de <strong>stress<\/strong>\u00a0: 47% des r\u00e9pondants ressentent une\u00a0pression financi\u00e8re, 40% un stress li\u00e9 au shopping et 21% un stress li\u00e9\u00a0\u00e0\u00a0la pr\u00e9paration des repas. Autant de challenges que Facebook IQ identifie comme des <strong>opportunit\u00e9s de services \u00e0 d\u00e9velopper<\/strong> afin de faire face \u00e0 ces\u00a0\u00e9preuves.<\/li>\n<\/ul>\n<ul>\n<li>Placer le <a href=\"https:\/\/www.odw.fr\/expertises\/agence-developpement-web\/\" target=\"_blank\" rel=\"noopener\">mobile<\/a> au coeur de sa strat\u00e9gie afin d&rsquo;\u00eatre en phase avec les attentes des acheteurs d&rsquo;aujourd&rsquo;hui<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-5795 size-full\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/holiday_trends_fnl_lr.jpg\" alt=\"Infographie Facebook IQ \" width=\"100%\" height=\"auto\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/holiday_trends_fnl_lr.jpg 750w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/holiday_trends_fnl_lr-214x1024.jpg 214w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si la p\u00e9riode des f\u00eates de fin d&rsquo;ann\u00e9e sont pour beaucoup l&rsquo;occasion de se retrouver entre proches, elles sont aussi une \u00e9preuve de rush pour [&#8230;]<\/p>\n","protected":false},"author":15,"featured_media":5801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[134,1034,1036,184,71,666,1035,708,878],"class_list":["post-5794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-e-marketing","tag-facebook-iq","tag-fetes-de-fin-dannee","tag-infographie","tag-marketing","tag-mobile","tag-multicanal","tag-noel","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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