{"id":58809,"date":"2025-10-16T10:31:28","date_gmt":"2025-10-16T08:31:28","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=58809"},"modified":"2025-10-16T10:31:28","modified_gmt":"2025-10-16T08:31:28","slug":"helvesko-fait-oeuvre-de-pionnier-dans-lhyperpersonnalisation","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/helvesko-fait-oeuvre-de-pionnier-dans-lhyperpersonnalisation\/","title":{"rendered":"HELVESKO fait \u0153uvre de pionnier dans l\u2019hyperpersonnalisation"},"content":{"rendered":"<p><em>Article de\u00a0Christine Lauter-Erpenbeck, <a href=\"https:\/\/www.smartcom.de\/\" target=\"_blank\" rel=\"noopener\">SmartCom GmbH<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Une tendance venue d\u2019Allemagne prend d\u00e9sormais son essor en Suisse : la communication client personnalis\u00e9e dans la bo\u00eete aux lettres. Au lieu d\u2019envoyer en masse des mailings uniformes selon le principe de l\u2019arrosoir, de plus en plus d\u2019entreprises reconnaissent qu\u2019avec la publicit\u00e9 imprim\u00e9e assist\u00e9e par l\u2019IA, elles peuvent r\u00e9pondre aux besoins individuels de chaque destinataire \u2013 avec une pertinence maximale et des pertes de diffusion minimales. Membre de l\u2019ASSOCIATION DE COMMERCE.swiss et expert de chaussures confortables \u00e0 la mode, <a href=\"https:\/\/www.helvesko.ch\/\" target=\"_blank\" rel=\"noopener\">HELVESKO<\/a> mise depuis plus d\u2019un an sur l\u2019hyperpersonnalisation gr\u00e2ce au Programmatic Printing &amp; E-Mailing, et enregistre des indicateurs de performance remarquables dans ses campagnes.<\/strong><\/p>\n<p>La possibilit\u00e9 d\u2019optimiser la communication \u00e0 la fois sur le plan du contenu et du destinataire, tout en adaptant le message, le moment et le canal \u00e0 chaque client existant, a \u00e9veill\u00e9 l\u2019int\u00e9r\u00eat de HELVESKO pour le th\u00e8me de l\u2019hyperpersonnalisation. Le conseil personnalis\u00e9 joue un r\u00f4le central pour cette entreprise bas\u00e9e \u00e0 Reiden, dans le canton de Lucerne \u2013 et l\u2019hyperpersonnalisation pousse cette approche encore plus loin. Avec le sp\u00e9cialiste des processus SmartCom GmbH, HELVESKO a trouv\u00e9 un prestataire disposant d\u2019une longue exp\u00e9rience et d\u2019un grand nombre de campagnes hautement performantes. Lors d\u2019un atelier commun, le potentiel de la communication d\u2019offres bas\u00e9e sur les donn\u00e9es a \u00e9t\u00e9 analys\u00e9 et les premiers cas d\u2019usage d\u00e9finis. Particularit\u00e9 : ces cas d\u2019usage reposent exclusivement sur les <strong>donn\u00e9es propri\u00e9taires (First-Party-Data)<\/strong>\u00a0issues des historiques d\u2019achat des clients existants. Des r\u00e8gles et automatisations calculent ensuite les <strong>Next Best Offers<\/strong>, qui atteignent chaque individu sous forme de recommandations d\u2019achat dans le cadre d\u2019un projet omnicanal.<\/p>\n<p>Les mailings imprim\u00e9s hyperpersonnalis\u00e9s se sont r\u00e9v\u00e9l\u00e9s particuli\u00e8rement efficaces : le sp\u00e9cialiste de la chaussure, fort de plus de 40 ans d\u2019expertise, a enregistr\u00e9 une <strong>hausse de 12 % de l\u2019activation client<\/strong>, chaque mailing envoy\u00e9 \u00e9tant une pi\u00e8ce unique. Autre r\u00e9sultat impressionnant : un <strong>taux de retour r\u00e9duit de 35 %<\/strong>, \u00e0 une \u00e9poque o\u00f9 la vente en ligne est confront\u00e9e \u00e0 la probl\u00e9matique massive des retours. Toutefois, l\u2019int\u00e9r\u00eat de HELVESKO pour l\u2019hyperpersonnalisation ne se limite pas au succ\u00e8s individuel des campagnes, mais s\u2019\u00e9tend \u00e0 la mise en place de <strong>processus durables<\/strong> et \u00e0 une <strong>r\u00e9orientation strat\u00e9gique \u00e0 long terme<\/strong>.<\/p>\n<p>Johannes van de Loo, directeur g\u00e9n\u00e9ral de SmartCom, s\u2019exprime tr\u00e8s positivement sur la collaboration :\u00ab Ce qui distingue particuli\u00e8rement l\u2019\u00e9quipe d\u2019HELVESKO, c\u2019est son courage d\u2019exp\u00e9rimenter et de remettre en question les pratiques \u00e9tablies. La force d\u2019ex\u00e9cution d\u00e9montr\u00e9e est impressionnante \u2013 surtout pour une entreprise familiale. \u00bb Dans les petites et moyennes entreprises, les ressources humaines sont souvent limit\u00e9es, de sorte que quelques personnes doivent g\u00e9rer de nombreuses t\u00e2ches. \u00ab Le lancement des premi\u00e8res campagnes a montr\u00e9 l\u2019\u00e9norme potentiel de propulsion du Programmatic Printing pour HELVESKO \u2013 notre vision commune est ambitieuse, et nous la poursuivons avec d\u00e9termination, notamment en projetant de d\u00e9velopper la vente des invendus. \u00bb\u00a0Gr\u00e2ce \u00e0 la solution bas\u00e9e sur l\u2019IA, il devient possible d\u2019identifier pr\u00e9cis\u00e9ment les personnes susceptibles d\u2019avoir besoin de mod\u00e8les sp\u00e9ciaux ou de tailles marginales. Cela contribue non seulement \u00e0 <strong>optimiser les stocks<\/strong>, mais am\u00e9liore \u00e9galement la <strong>satisfaction client<\/strong>.<\/p>\n<p>Des objectifs de campagne tels que la <strong>saisonnalit\u00e9<\/strong> peuvent \u00e9galement \u00eatre atteints gr\u00e2ce \u00e0 des recommandations hyperpersonnalis\u00e9es, en indiquant \u00e0 l\u2019IA quels segments de produits doivent \u00eatre pris en compte. L\u2019astuce : l\u2019IA n\u2019utilise pas les donn\u00e9es personnelles (nom, genre, etc.) des clients, mais uniquement les achats effectu\u00e9s (et non retourn\u00e9s). Elle agit donc <strong>de mani\u00e8re neutre du point de vue du genre<\/strong>, sans se laisser influencer par la civilit\u00e9 choisie. Ainsi, un client enregistr\u00e9 comme \u00ab masculin \u00bb se voit souvent proposer des chaussures pour femmes ou enfants, si ces segments ont domin\u00e9 ses achats pass\u00e9s \u2013 garantissant ainsi une pertinence maximale. Une telle analyse manuelle serait pratiquement impossible, car elle n\u00e9cessiterait une \u00e9tude approfondie de chaque historique d\u2019achat individuel. L\u2019hyperpersonnalisation permet donc \u00e9galement un <strong>gain de temps consid\u00e9rable<\/strong> dans la cr\u00e9ation des campagnes.<\/p>\n<p>Pour son <strong>esprit pionnier<\/strong> et sa <strong>vision avant-gardiste<\/strong> dans la communication client, HELVESKO s\u2019est vu d\u00e9cerner le titre de <strong>\u00ab Programmatic Printing Champion 2025 B2C \u00bb<\/strong>. Cette distinction r\u00e9compense les entreprises qui, en tant qu\u2019utilisatrices du Programmatic Printing, r\u00e9alisent des campagnes de marketing relationnel sortant de l\u2019ordinaire et \u00e9tablissent ainsi de nouvelles r\u00e9f\u00e9rences dans le domaine de l\u2019exp\u00e9rience client. C\u2019est la premi\u00e8re fois que ce prix est attribu\u00e9 \u00e0 une entreprise dont le si\u00e8ge est situ\u00e9 en Suisse.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article de\u00a0Christine Lauter-Erpenbeck, SmartCom GmbH<\/p>\n","protected":false},"author":5186,"featured_media":58807,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-58809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HELVESKO fait \u0153uvre de pionnier dans l\u2019hyperpersonnalisation - 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=\"HELVESKO fait \u0153uvre de pionnier dans l\u2019hyperpersonnalisation - 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