{"id":910,"date":"2020-11-02T12:34:00","date_gmt":"2020-11-02T11:34:00","guid":{"rendered":"https:\/\/www.markson.fr\/blog-marketing-digital\/?p=910"},"modified":"2020-11-20T13:42:45","modified_gmt":"2020-11-20T12:42:45","slug":"social-shopping-comment-integrer-les-reseaux-sociaux-au-coeur-de-sa-strategie-e-commerce","status":"publish","type":"post","link":"https:\/\/www.markson.fr\/blog-marketing-digital\/social-shopping-comment-integrer-les-reseaux-sociaux-au-coeur-de-sa-strategie-e-commerce\/","title":{"rendered":"Social shopping : comment int\u00e9grer les r\u00e9seaux sociaux au c\u0153ur de sa strat\u00e9gie e-commerce ?"},"content":{"rendered":"\n

Les r\u00e9seaux sociaux deviennent de plus en plus pr\u00e9sents dans les habitudes de consommation. Outre la relation de proximit\u00e9 qui s\u2019installe entre la marque et le client gr\u00e2ce aux m\u00e9dias sociaux, la possibilit\u00e9 d\u2019acheter en ligne am\u00e9liore la perception de l\u2019exp\u00e9rience d\u2019achat<\/strong> chez le consommateur. <\/p>\n\n\n\n

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Ce changement de comportement et de perception est directement li\u00e9 \u00e0 la transformation digitale qui s\u2019est install\u00e9e depuis plusieurs ann\u00e9es d\u00e9j\u00e0 dans nos modes de consommation, et qui tend \u00e0 s\u2019y d\u00e9velopper de plus en plus. Le social selling<\/strong> y prend alors une dimension importante. <\/p>\n\n\n\n

Dans cet article, nous allons faire un tour d\u2019horizon de l\u2019un des aspects du social selling<\/a> : le social shopping<\/strong>. Mais pourquoi est-ce int\u00e9ressant d\u2019exploiter le social shopping pour votre strat\u00e9gie ?<\/p>\n\n\n\n\n\n\n\n

L\u2019image : utliser le besoin d\u2019inspiration des utilisateurs<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n
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Selon une \u00e9tude men\u00e9e par Instagram<\/a>, 70% des \u201cshopping enthusiasts\u201d utilisent Instagram pour leurs recherches produits.<\/strong><\/p>\n\n\n\n

Si vos clients cherchent de l\u2019inspiration sur Instagram et qu\u2019ils trouvent ce qu\u2019ils cherchent en vos produits, pourquoi ne pas aller au bout de l\u2019exp\u00e9rience et leur permettre d\u2019acheter directement<\/strong> ?<\/p>\n\n\n\n

Depuis plusieurs ann\u00e9es d\u00e9j\u00e0, Instagram permet de compl\u00e9ter la phase de recherche produit par la possibilit\u00e9 d\u2019achat int\u00e9gr\u00e9e directement \u00e0 l\u2019application. Une v\u00e9ritable opportunit\u00e9<\/strong> pour les marques ! <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Avec cette fonctionnalit\u00e9, l\u2019exp\u00e9rience d\u2019achat est diff\u00e9rente<\/strong>. En effet, le produit est propos\u00e9 de mani\u00e8re native<\/strong>, l\u2019utilisateur ne se sent pas agress\u00e9 par une publicit\u00e9. En cherchant de l\u2019inspiration, c\u2019est lui qui vient \u00e0 votre produit, et non pas l\u2019inverse ! <\/p>\n\n\n\n

Il s\u2019agit alors en r\u00e9alit\u00e9 d\u2019une forme d\u2019inbound marketing<\/strong>, avec une strat\u00e9gie bas\u00e9e sur le contenu ; ici du contenu photo ou vid\u00e9o adapt\u00e9 \u00e0 Instagram. Un contenu naturel, qui attire l\u2019\u0153il de votre cible bien s\u00fbr, mais pas trop \u201cclich\u00e9 marketing\u201d, en mettant le produit en situation… Comme un post Instagram classique ! De telles mani\u00e8res, le produit se glisse dans le fil d\u2019actualit\u00e9 Instagram de l\u2019utilisateur sans l\u2019agresser : il est alors mieux per\u00e7u<\/strong>, ce qui supprime des freins \u00e0 la d\u00e9cision d\u2019achat et optimise les ventes !<\/p>\n\n\n\n

De plus, le consommateur a la possibilit\u00e9 d’acheter en quelques clics : le processus est simplifi\u00e9, l\u2019exp\u00e9rience de vente est facilit\u00e9e. Tout est plus fluide, plus naturel<\/strong>.  <\/p>\n<\/div>\n\n\n\n

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<\/p>\n<\/div>\n<\/div>\n\n\n\n

Des fonctionnalit\u00e9s d\u00e9velopp\u00e9es pour une exp\u00e9rience d\u2019achat compl\u00e8te<\/strong><\/h2>\n\n\n\n

Comme le montre l\u2019exemple d\u2019Instagram shopping, nous sommes face \u00e0 la cr\u00e9ation d\u2019une exp\u00e9rience d\u2019achat simplifi\u00e9e et fluidifi\u00e9e pour l\u2019utilisateur. Tout est \u00e0 port\u00e9e de main et tout est fait pour faciliter la conversion. <\/strong>Pinterest l\u2019a \u00e9galement compris et propose des fonctionnalit\u00e9s similaires sur Pinterest shopping : plateforme intuitive, proposition de produits pertinents selon le profil de l\u2019utilisateur, boutons d\u2019appel \u00e0 l\u2019action… et Pinterest va encore plus loin avec des outils tr\u00e8s pr\u00e9cis :<\/p>\n\n\n\n

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Reconnaissance visuelle :<\/strong><\/p>\n\n\n\n

Pinterest utilise la puissance de l\u2019intelligence artificielle pour proposer des produits compl\u00e9mentaires. D\u2019un simple clic sur l\u2019\u00e9l\u00e9ment qui l\u2019int\u00e9resse, l\u2019utilisateur voit une multitude de produits similaires lui \u00eatre propos\u00e9s.<\/p>\n\n\n\n

Un outil \u00e0 la fois int\u00e9ressant mais pervers ! En effet, vous voil\u00e0 directement confront\u00e9s \u00e0 vos concurrents avec des propositions de produits similaires au v\u00f4tre, ce qui vous oblige \u00e0 vous d\u00e9marquer encore plus.  <\/p>\n<\/div>\n\n\n\n

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Lenses :<\/strong><\/p>\n\n\n\n

<\/p>\n<\/div>\n\n\n\n

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Pour aller plus loin, Pinterest propose \u00e9galement un syst\u00e8me de Lens en r\u00e9alit\u00e9 virtuelle pour visualiser les produits en condition r\u00e9elle, \u00e0 travers la cam\u00e9ra d\u2019un appareil photo. <\/p>\n\n\n\n

Une exp\u00e9rience encore plus immersive, qui change compl\u00e8tement l\u2019exp\u00e9rience d\u2019achat.<\/p>\n<\/div>\n<\/div>\n\n\n\n

En conclusion, si apr\u00e8s \u00e9tude de votre cible, vous vous rendez compte qu\u2019elle est en demande de contenu inspirant<\/strong> et que c\u2019est gr\u00e2ce \u00e0 celui-ci qu\u2019elle prend, en partie, sa d\u00e9cision d\u2019achat,<\/strong>  il est int\u00e9ressant pour vous d\u2019utiliser ces fonctionnalit\u00e9s ! Elles vous permettront de compl\u00e9ter votre strat\u00e9gie pour la rendre plus engageante<\/strong> et plus propice \u00e0 la conversion<\/strong>.<\/p>\n\n\n\n

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R\u00e9dig\u00e9 par Ma\u00ebva<\/a>, Social Media Manager chez Markson.<\/p>\n\n\n\n

ON EN DISCUTE ENSEMBLE ?<\/a><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Les r\u00e9seaux sociaux deviennent de plus en plus pr\u00e9sents dans les habitudes de consommation. Outre la relation de proximit\u00e9 qui s\u2019installe entre la marque et le client gr\u00e2ce aux m\u00e9dias sociaux, la possibilit\u00e9 d\u2019acheter en…<\/p>\n","protected":false},"author":2,"featured_media":911,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32,29],"tags":[],"class_list":["post-910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","category-strategie"],"yoast_head":"\nSocial shopping : comment int\u00e9grer les r\u00e9seaux sociaux au c\u0153ur de sa strat\u00e9gie e-commerce ? - Blog Business Better MARKSON B2B<\/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.markson.fr\/blog-marketing-digital\/social-shopping-comment-integrer-les-reseaux-sociaux-au-coeur-de-sa-strategie-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social shopping : comment int\u00e9grer les r\u00e9seaux sociaux au c\u0153ur de sa strat\u00e9gie e-commerce ? - Blog Business Better MARKSON B2B\" \/>\n<meta property=\"og:description\" content=\"Les r\u00e9seaux sociaux deviennent de plus en plus pr\u00e9sents dans les habitudes de consommation. 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