{"id":9360,"date":"2018-11-16T12:44:49","date_gmt":"2018-11-16T11:44:49","guid":{"rendered":"https:\/\/www.fbf-bff.be\/la-fidelite-des-clients-ca-se-paye\/"},"modified":"2018-11-16T12:44:49","modified_gmt":"2018-11-16T11:44:49","slug":"la-fidelite-des-clients-ca-se-paye","status":"publish","type":"post","link":"https:\/\/www.fbf-bff.be\/fr\/la-fidelite-des-clients-ca-se-paye\/","title":{"rendered":"La fid\u00e9lit\u00e9 des clients, \u00e7a se paye\u00a0!"},"content":{"rendered":"La fid\u00e9lit\u00e9 d\u2019un consommateur refl\u00e8terait-elle l’amour d’un client pour une marque\u00a0? Pas si s\u00fbr. Un programme de fid\u00e9lit\u00e9 n\u2019est r\u00e9ellement efficace que s\u2019il est avantageux et orient\u00e9 omnicanal. Autant le savoir lorsqu\u2019on g\u00e8re un commerce franchis\u00e9. Explications.\r\n\r\nDe nombreuses sources s\u2019accordent \u00e0 dire qu\u2019un client est fid\u00e8le tant qu\u2019il n\u2019a pas trouv\u00e9 mieux ! Ou encore, que nous serions fid\u00e8les par simple habitude. C\u2019est d\u2019ailleurs ce que r\u00e9v\u00e8le l\u2019\u00e9tude Global Web Index\u00a0: 65 % des sond\u00e9s d\u00e9clarent continuer \u00e0 acheter une marque tant qu\u2019ils en sont satisfaits.\r\n\r\nToujours selon la m\u00eame \u00e9tude, 31% des consommateurs en ligne belges de 16 \u00e0 64 ans consid\u00e8rent les programmes de fid\u00e9lisation comme un facteur d\u00e9terminant. Ils permettent en effet d\u2019influencer leur choix d\u2019achat d\u2019un produit plut\u00f4t qu\u2019un autre, m\u00eame si pour 53% le prix d\u2019un article reste plus important que la marque.\r\n\r\nQu\u2019attendre d\u00e8s lors d\u2019un programme de fid\u00e9lit\u00e9 lorsqu\u2019on est responsable d\u2019une cha\u00eene de magasin ou juste d\u2019une boutique franchis\u00e9e ou pas? \u00ab Un programme de fid\u00e9lit\u00e9 ne sera s\u00e9duisant et efficace que s\u2019il est r\u00e9ellement avantageux et omnicanal. Il doit donc se servir de l\u2019online pour g\u00e9n\u00e9rer des ventes en point de vente, et inversement. \u00bb, explique Sven Bally, Chief Digital Officer chez Reprise, une agence sp\u00e9cialis\u00e9e dans le marketing digital.\r\n\r\nAutrement dit, un programme de fid\u00e9lit\u00e9 classique ne fid\u00e9lise plus. C\u2019est d\u00e9sormais l\u2019exp\u00e9rience client qui permet de garantir la fid\u00e9lisation.\r\n\r\nConcr\u00e8tement, l\u2019exp\u00e9rience client passe par la connaissance du client et cette derni\u00e8re passe inconditionnellement par une bonne analyse et exploitation des donn\u00e9es data en temps r\u00e9el.\r\n\r\n ","protected":false},"excerpt":{"rendered":"

La fid\u00e9lit\u00e9 d\u2019un consommateur refl\u00e8terait-elle l’amour d’un client pour une marque\u00a0? Pas si s\u00fbr. Un programme de fid\u00e9lit\u00e9 n\u2019est r\u00e9ellement efficace que s\u2019il est avantageux et orient\u00e9 omnicanal. Autant le savoir lorsqu\u2019on g\u00e8re un commerce franchis\u00e9. Explications.<\/p>\n","protected":false},"author":1,"featured_media":5396,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[37],"tags":[],"acf":[],"yoast_head":"\nLa fid\u00e9lit\u00e9 des clients, \u00e7a se paye\u00a0! - F\u00e9d\u00e9ration Belge de la Franchise<\/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.fbf-bff.be\/fr\/la-fidelite-des-clients-ca-se-paye\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La fid\u00e9lit\u00e9 des clients, \u00e7a se paye\u00a0! - F\u00e9d\u00e9ration Belge de la Franchise\" \/>\n<meta property=\"og:description\" content=\"La fid\u00e9lit\u00e9 d\u2019un consommateur refl\u00e8terait-elle l'amour d'un client pour une marque\u00a0? 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