{"id":2585,"date":"2017-10-05T10:36:01","date_gmt":"2017-10-05T09:36:01","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2585"},"modified":"2017-10-20T11:58:56","modified_gmt":"2017-10-20T10:58:56","slug":"adweek-nyc-i-futur-e-commerce","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/adweek-nyc-i-futur-e-commerce","title":{"rendered":"ADWEEK NYC I : Le Futur du E-Commerce"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points de vue.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Conf\u00e9rence : \u00ab\u00a0Le Futur du E-commerce\u00a0\u00bb<\/strong><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2589 size-medium alignleft\" style=\"letter-spacing: 0.2px;\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/10\/google-walmart-300x225.jpg\" alt=\"adweek-google-walmart\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart-300x225.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart-768x576.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart-1024x768.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart-720x540.jpg 720w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart-133x100.jpg 133w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/google-walmart.jpg 1440w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: justify;\">En pr\u00e9sence de\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/marclore\/\" target=\"_blank\" rel=\"noopener\"><strong>Marc Lore<\/strong><\/a>, Pr\u00e9sident et CEO de <strong>Walmart<\/strong> E-commerce aux Etats-Unis.\u00a0<em>(Walmart est le 1<sup>er<\/sup> groupe mondial de grande distribution g\u00e9n\u00e9raliste)<\/em><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/sridhar-ramaswamy-9722202\/\" target=\"_blank\" rel=\"noopener\"><strong>Sridhar Ramaswamy<\/strong><\/a>, Senior Vice President of E-commerce chez <strong>Google<\/strong>.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><strong>Walmart \/ Google, un partenariat in\u00e9dit<\/strong><\/h3>\n<p style=\"text-align: justify;\">Imaginez\u00a0: le n\u00b01 mondial de la distribution qui s\u2019allie avec le n\u00b01 mondial de la recherche en ligne. C\u2019est le partenariat in\u00e9dit annonc\u00e9 par Walmart et Google cet \u00e9t\u00e9. Au centre de ce rapprochement, la volont\u00e9 des deux acteurs d\u2019am\u00e9liorer l\u2019exp\u00e9rience utilisateur et proposer une exp\u00e9rience d\u2019achat plus intuitive. Walmart s\u2019appuie sur l\u2019exp\u00e9rience technologique de Google pour r\u00e9f\u00e9rencer ses produits, quand ce dernier b\u00e9n\u00e9ficie de la richesse d\u2019informations clients que poss\u00e8de Walmart. Google peut ainsi apporter une valeur ajout\u00e9e personnalis\u00e9e \u00e0 chacun de ses utilisateurs et donc mieux valoriser ses services.<\/p>\n<h3 style=\"text-align: justify;\"><strong>L\u2019\u00e8re de l\u2019assistance<\/strong><\/h3>\n<p style=\"text-align: justify;\">Pour am\u00e9liorer l\u2019exp\u00e9rience shopping, le premier projet commun des deux g\u00e9ants portera sur l\u2019assistance vocale. Google souhaite placer la voix au centre de ses innovations et projette que les recherches seront de plus en plus parl\u00e9es qu\u2019\u00e9crites, aussi bien sur smartphone que via les assistants personnels.<\/p>\n<p style=\"text-align: justify;\">En alliant la voix \u00e0 la data, Walmart et Google comptent apporter une r\u00e9ponse e-commerce enti\u00e8rement sur mesure. Aujourd\u2019hui, lorsqu\u2019un internaute recherche un produit, des dizaines de r\u00e9sultats s\u2019affichent. Demain, forts des donn\u00e9es personnelles et du <em>machine learning<\/em>, les deux partenaires pourront proposer <em>le<\/em> produit qui correspond exactement aux attentes.<\/p>\n<p style=\"text-align: justify;\">D\u2019autres projets sont \u00e9galement \u00e0 l\u2019\u00e9tude pour am\u00e9liorer l\u2019exp\u00e9rience d\u2019achat et d\u2019assistance aux e-shoppers, comme l\u2019utilisation de l\u2019image, la 3D ou m\u00eame la r\u00e9alit\u00e9 augment\u00e9e.<\/p>\n<h3 style=\"text-align: justify;\"><strong>Le futur du e-commerce\u00a0? L\u2019exp\u00e9rience utilisateur\u2026<\/strong><\/h3>\n<p style=\"text-align: justify;\">Fr\u00e9quemment montr\u00e9 en exemple au cours des conf\u00e9rences de l\u2019\u00e9v\u00e9nement, Amazon s\u2019est impos\u00e9 comme l\u2019acteur de r\u00e9f\u00e9rence en mati\u00e8re d\u2019exp\u00e9rience utilisateur. Si Walmart et Google s\u2019unissent, c\u2019est aussi pour apporter une alternative \u00e0 ce concurrent commun. Les deux partenaires disruptent leur propre mod\u00e8le pour bousculer les r\u00e8gles du e-commerce et apporter de nouvelles id\u00e9es. La guerre contre Amazon est bel et bien d\u00e9clar\u00e9e autour de l\u2019exp\u00e9rience utilisateur. Qui sera le gagnant\u00a0? Google\u00a0? Walmart\u00a0? Amazon\u00a0? Ou tout simplement les consommateurs\u00a0?<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>L\u2019avis Keyade<\/strong><\/span><\/h2>\n<p style=\"text-align: justify;\">Adrien Alioua, directeur du d\u00e9veloppement chez Keyade\u00a0: \u00ab\u00a0L\u2019am\u00e9lioration de l\u2019exp\u00e9rience utilisateur est un th\u00e8me r\u00e9current de l\u2019Advertising Week. UX, assistance vocale, assistance visuelle, contenus et nouveaux services sont au c\u0153ur des probl\u00e9matiques d\u2019innovation des annonceurs et des soci\u00e9t\u00e9s technologiques. Pour ma part, j\u2019ai \u00e9t\u00e9 particuli\u00e8rement impressionn\u00e9 par l\u2019influence d\u2019Amazon sur les marketers am\u00e9ricains\u00a0: son succ\u00e8s en mati\u00e8re d\u2019UX inspire de nombreux annonceurs qui y voient un levier de croissance en ligne.\u00a0 Sur ce sujet en particulier, c\u2019est aussi la premi\u00e8re fois que Google semble prendre une position de suiveur.<\/p>\n<p style=\"text-align: justify;\">Avec la data et l\u2019UX, Amazon est une porte d\u2019entr\u00e9e importante du e-commerce aux Etats-Unis, et des partenariats tels que celui de Google avec Walmart constituent une alternative solide et int\u00e9ressante. A suivre\u2026\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2589,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[233,235,55,113,231],"class_list":["post-2585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","tag-conference","tag-ecommerce","tag-event","tag-google","tag-walmart"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ADWEEK NYC I : Le Futur du E-commerce | Keyade<\/title>\n<meta name=\"description\" content=\"L&#039;alliance Walmart\/Google face au g\u00e9ant Amazon ouvre la r\u00e9flexion 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