{"id":1741,"date":"2017-08-28T14:21:05","date_gmt":"2017-08-28T13:21:05","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=1741"},"modified":"2017-10-20T11:58:56","modified_gmt":"2017-10-20T10:58:56","slug":"nikon-creation-dun-flux-produits-google-shopping","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/nikon-creation-dun-flux-produits-google-shopping","title":{"rendered":"[ETUDE DE CAS] NIKON : Cr\u00e9ation d&#8217;un flux produits pour Google Shopping"},"content":{"rendered":"<h2><span style=\"color: #00aae3;\"><strong>CONTEXTE<\/strong><\/span><\/h2>\n<h3><strong>Am\u00e9liorer la transformation\u00a0globale<\/strong><\/h3>\n<p style=\"text-align: justify;\">Nikon est un fabricant japonais d\u2019appareils photographiques. En France, la marque est majoritairement distribu\u00e9e par de nombreux revendeurs (Fnac-Darty, Boulanger, Rue du Commerce\u2026) mais vend \u00e9galement ses produits via une boutique en ligne (Nikon Store). A l\u2019\u00e9t\u00e9 2017, Nikon ambitionne de booster la visibilit\u00e9 de ses produits sur les moteurs de recherche et se tourne vers l\u2019incontournable Google Shopping, format jusqu\u2019alors laiss\u00e9 \u00e0 l\u2019utilisation des revendeurs. La marque souhaite avant tout faire un test afin de savoir si l\u2019activation du format Shopping serait profitable pour sa boutique en ligne.<\/p>\n<p style=\"text-align: justify;\"><strong>\u00a0<\/strong><\/p>\n<h2><span style=\"color: #00aae3;\"><strong>PROBL\u00c8ME<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Le flux produits du Nikon Store n\u2019existe pas<\/strong><\/h3>\n<p style=\"text-align: justify;\">Les approches test &amp; learn ne peuvent qu\u2019\u00eatre encourag\u00e9es en digital marketing. Toutefois, Google Shopping est un format qui utilise les informations produits de l\u2019annonceur et Nikon ne dispose d\u2019aucun flux produits pour sa boutique en ligne. Un dilemme se pose pour la marque\u00a0: est-il vraiment avantageux d\u2019investir le temps et les moyens de ses \u00e9quipes dans la cr\u00e9ation d\u2019un flux produits pour un test qui peut \u00e9ventuellement ne pas s\u2019av\u00e9rer concluant\u00a0?<\/p>\n<p style=\"text-align: justify;\"><strong>\u00a0<\/strong><\/p>\n<h2><span style=\"color: #00aae3;\"><strong>SOLUTION<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Cr\u00e9er un flux produits \u00e0 partir des informations du site<\/strong><\/h3>\n<p style=\"text-align: justify;\">Keyade propose une solution simple et efficace pour construire un flux\u00a0: utiliser les informations produits du site marchand. Pour cela, les sp\u00e9cialistes flux de l\u2019agence cr\u00e9ent un programme permettant d\u2019identifier les informations produits contenues dans le code du site (description du produit, prix, url\u2026) puis de les collecter dynamiquement au sein d\u2019un fichier flux. Le flux nouvellement cr\u00e9\u00e9 est ensuite adapt\u00e9 aux sp\u00e9cifications de Google Shopping et les consultants SEA reprennent ensuite la main pour param\u00e9trer et g\u00e9rer les premi\u00e8res campagnes Shopping.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1753 size-full\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade.png\" alt=\"Nikon-ads-Keyade\" width=\"1384\" height=\"647\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade.png 1384w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade-300x140.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade-768x359.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade-1024x479.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-ads-Keyade-214x100.png 214w\" sizes=\"auto, (max-width: 1384px) 100vw, 1384px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Les \u00e9quipes Keyade collectent gr\u00e2ce \u00e0 un script (programme d\u2019ex\u00e9cution)<br \/>\nles informations produits contenues dans le code du site Nikon Store.<\/em><\/p>\n<p style=\"text-align: justify;\"><strong>\u00a0<\/strong><\/p>\n<h2><span style=\"color: #00aae3;\"><strong>R<\/strong><strong>\u00c9<\/strong><strong><span style=\"color: #00aae3;\">S<\/span>ULTATS<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Un flux rapidement op\u00e9rationnel et de nouvelles ventes<\/strong><\/h3>\n<p style=\"text-align: justify;\">En moins de deux semaines, l\u2019\u00e9quipe Keyade a mis \u00e0 disposition de Nikon un flux produits utilisable pour mener ses premi\u00e8res campagnes sur Google Shopping.<\/p>\n<p style=\"text-align: justify;\">Les campagnes Shopping se sont rapidement positionn\u00e9es comme top campagnes\u00a0(en un mois, elles repr\u00e9sentaient d\u00e9j\u00e0 26% des impressions SEA) et Nikon a pu faire l\u2019exp\u00e9rience de leur efficacit\u00e9 et de leur rentabilit\u00e9. En effet, deux mois apr\u00e8s le lancement, les campagnes Shopping repr\u00e9sentent pr\u00e8s de 30% des ventes du Nikon Store via AdWords et g\u00e9n\u00e8rent un tiers du chiffre d\u2019affaires, avec une rentabilit\u00e9 positive.<\/p>\n<p style=\"text-align: justify;\">Ainsi, la cr\u00e9ation d\u2019un flux produits \u00e0 partir des informations du site Nikon a permis de donner aux \u00e9quipes de l\u2019annonceur les moyens de tester rapidement leur projet, et ce de mani\u00e8re peu co\u00fbteuse. Apr\u00e8s que l\u2019objectif initial de visibilit\u00e9 des produits a \u00e9t\u00e9 atteint (avec une rentabilit\u00e9 positive), Nikon et Keyade ont enrichi le flux avec de nouveaux produits afin d\u2019\u00e9largir la port\u00e9e des campagnes.<\/p>\n<p style=\"text-align: justify;\"><strong><em>Eric Bois, Responsable e-Store chez Nikon\u00a0:<\/em><\/strong><em> \u00ab\u00a0Le dispositif est encore en test mais donne de premiers dispositifs encourageants. J\u2019ai appr\u00e9ci\u00e9 la r\u00e9activit\u00e9 des \u00e9quipes pour mettre en place une solution pratique op\u00e9rationnelle dans des d\u00e9lais courts. Ainsi les campagnes ont \u00e9t\u00e9 mises en ligne sans impl\u00e9mentation technique cons\u00e9quente dans une optique de test &amp; learn.\u00a0\u00bb<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1757\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade.png\" alt=\"Nikon-Google-Shopping-Keyade\" width=\"1384\" height=\"714\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade.png 1384w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-300x155.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-768x396.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-1024x528.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-194x100.png 194w\" sizes=\"auto, (max-width: 1384px) 100vw, 1384px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1759\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2.png\" alt=\"Nikon-Google-Shopping-Keyade-2\" width=\"1385\" height=\"713\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2.png 1385w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2-300x154.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2-768x395.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2-1024x527.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/08\/Nikon-Google-Shopping-Keyade-2-194x100.png 194w\" sizes=\"auto, (max-width: 1385px) 100vw, 1385px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Annonces Google Shopping<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Am\u00e9liorer la transformation\u00a0globale Nikon est un fabricant japonais d\u2019appareils photographiques. En France, la marque est majoritairement distribu\u00e9e par de nombreux revendeurs (Fnac-Darty, Boulanger, Rue du Commerce\u2026) mais vend \u00e9galement ses produits via une boutique en ligne (Nikon Store). A l\u2019\u00e9t\u00e9 2017, Nikon ambitionne de booster la visibilit\u00e9 de ses produits sur les moteurs de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1765,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[139,113,5,147],"class_list":["post-1741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-flux","tag-google","tag-sea","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cr\u00e9ation d&#039;un flux Google Shopping pour Nikon | Keyade<\/title>\n<meta name=\"description\" content=\"En moins de deux semaines, Keyade cr\u00e9e un flux fiable et p\u00e9renne pour faire la promotion des produits du Nikon store au sein de campagnes Google Shopping\" \/>\n<meta name=\"robots\" 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