{"id":20818,"date":"2021-06-03T18:03:28","date_gmt":"2021-06-03T16:03:28","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=20818"},"modified":"2021-06-03T18:03:28","modified_gmt":"2021-06-03T16:03:28","slug":"les-choses-bougent-en-suisse-connected-retail-de-zalando-et-la-marketplace-de-manor","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/les-choses-bougent-en-suisse-connected-retail-de-zalando-et-la-marketplace-de-manor\/","title":{"rendered":"Les choses bougent en Suisse : Connected Retail de Zalando et la marketplace de Manor"},"content":{"rendered":"<p>Ces derniers jours, deux grands d\u00e9taillants ont d\u00e9voil\u00e9 leur mod\u00e8le de plateforme de vente en ligne pour la Suisse : <a href=\"https:\/\/www.manor.ch\/de\/u\/marketplace-partner-program\">Manor<\/a> et <a href=\"https:\/\/www.connectedretail.ch\/?lang_switch=1\">Zalando<\/a>. \u00c0 premi\u00e8re vue, on pourrait penser que les plateformes de ventes fonctionnent en principe de la m\u00eame fa\u00e7on, mais si l&#8217;on y regarde de plus pr\u00e8s, on constate que ces deux mod\u00e8les de marketplace sont tr\u00e8s diff\u00e9rents dans leur objectif :<\/p>\n<ul>\n<li>Alors que la marketplace de Manor est susceptible d&#8217;attirer les commer\u00e7ants en ligne \u00ab classiques \u00bb, Connected Retail de Zalando s&#8217;adresse aux d\u00e9taillants locaux qui souhaitent une pr\u00e9sence en ligne.<\/li>\n<li>Manor int\u00e9grera une large gamme de produits sur sa marketplace, tandis que Zalando se concentrera uniquement sur le secteur de la mode.<\/li>\n<li>Avec le lancement de Connected Retail, Zalando proposera un \u00ab filtre Suisse \u00bb, permettant aux consommateurs de faire des achats aupr\u00e8s de d\u00e9taillants suisses et de commander des marchandises situ\u00e9es \u00e0 proximit\u00e9. Manor int\u00e8gre \u00e9galement des fournisseurs \u00e9trangers et op\u00e8re ainsi \u00ab sans fronti\u00e8res \u00bb.<\/li>\n<li>Avec Connected Retail, les d\u00e9taillants ont la possibilit\u00e9 d&#8217;accepter les retours dans leur magasin (= fr\u00e9quence des clients). Avec la plateforme de vente classique de Manor, un tel service n&#8217;est probablement pas pr\u00e9vu (sauf pour les produits Manor).<\/li>\n<\/ul>\n<p><strong>Une pr\u00e9sence sur une plateforme de vente en ligne a-t-elle du sens ?<\/strong><\/p>\n<p>On nous pose r\u00e9guli\u00e8rement cette question et notre r\u00e9ponse est toujours : \u00ab Oui, non ou peut-\u00eatre &#8230; \u00bb. Cette question comporte de nombreuses facettes et il est presque impossible d&#8217;y r\u00e9pondre sans avoir essay\u00e9 de vendre des produits sur une plateforme de vente.<\/p>\n<p><strong>La strat\u00e9gie \u00ab marketplace \u00bb<\/strong><\/p>\n<p>Pour commencer, y a deux d\u00e9fis \u00e0 relever : les donn\u00e9es et la strat\u00e9gie. Une strat\u00e9gie \u00ab marketplace \u00bb est la base. Sans elle, cela ne fonctionnera pas, car la pr\u00e9sence sur une plateforme de vente en ligne signifie aussi comparabilit\u00e9 et transparence. \u00cates-vous pr\u00eat \u00e0 soumettre vos produits \u00e0 une comparaison permanente des prix avec les produits d&#8217;autres fournisseurs ? Et si votre objectif n&#8217;est pas le meilleur prix, quels arguments utilisez-vous pour vous faire remarquer sur la marketplace ? Livraison ultra-rapide, aspects r\u00e9gionaux (filtre Suisse) ou peut-\u00eatre un produit que l&#8217;on trouve \u00e0 nulle part ailleurs ? Voulez-vous pr\u00e9senter seulement une partie de votre assortiment sur la marketplace ? Ou est-ce que la marketplace sera votre \u00ab unique \u00bb pr\u00e9sence en ligne ?<br \/>\nIl existe de nombreux arguments pour ou contre une pr\u00e9sence sur une plateforme de vente en ligne et il est important que vous examiniez\u00a0tous ces arguments.<\/p>\n<p><strong>L&#8217;importance des donn\u00e9es<\/strong><\/p>\n<p>Alors vous voulez aller de l&#8217;avant ? La condition pr\u00e9alable la plus importante pour \u00eatre pr\u00e9sent sur une marketplace reste la qualit\u00e9 des donn\u00e9es. Vos donn\u00e9es et vos stocks doivent \u00eatre proprement document\u00e9s, facilement disponibles et accessibles dans les structures prescrites par la plateforme. Sinon, la pr\u00e9sence sur une marketplace n&#8217;a aucun sens, car vous devrez faire face \u00e0 des clients d\u00e9\u00e7us, \u00e0 des employ\u00e9s frustr\u00e9s et \u00e9galement \u00e0 la frustration de l&#8217;op\u00e9rateur de la marketplace.<\/p>\n<p><strong>Tester, tester, tester<\/strong><\/p>\n<p>Nous recommandons de tester la vente sur des marketplaces. Il n&#8217;est pas toujours n\u00e9cessaire de proposer l&#8217;ensemble de la gamme de produits. Pourquoi ne pas commencer par une seule gamme de produit qui n&#8217;est pas en guerre de prix avec d&#8217;autres concurrents ? Observez si les clients qui ont achet\u00e9 via un \u00ab filtre local \u00bb se rendent \u00e9galement dans votre magasin &#8211; que ce soit pour un retour de marchandise ou parce que l&#8217;article recherch\u00e9 est \u00e9galement disponible dans le magasin situ\u00e9 \u00e0 proximit\u00e9. Pourquoi ne pas concurrencer les d\u00e9taillants \u00e9trangers avec des d\u00e9lais de livraison tr\u00e8s courts ?<\/p>\n<p>Il n&#8217;y a certainement pas de bonne ou de mauvaise r\u00e9ponse \u00e0 la question \u00ab marketplace oui ou non \u00bb. Nous sommes surs que les plateformes de vente, tels que Manor, Galaxus, Microspot, etc., mais \u00e9galement Connected Retail de Zalando, offrent des opportunit\u00e9s face \u00e0 de nombreux d\u00e9fis &#8230; mais des opportunit\u00e9s qui doivent d&#8217;abord \u00eatre minutieusement test\u00e9. Testez et d\u00e9cidez ensuite si vous optez pour \u00ab marketplace forever \u00bb ou \u00ab marketplace plus jamais \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ces derniers jours, deux grands<\/p>\n","protected":false},"author":4578,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-20818","post","type-post","status-publish","format-standard","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les choses bougent en Suisse : Connected Retail de Zalando et la marketplace de Manor - HANDELSVERBAND. swiss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les choses bougent en Suisse : Connected Retail de Zalando et la marketplace de Manor - 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