{"id":6201,"date":"2018-12-19T13:39:06","date_gmt":"2018-12-19T12:39:06","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6201"},"modified":"2019-08-01T12:52:04","modified_gmt":"2019-08-01T11:52:04","slug":"disparition-des-temps-forts-de-lannee","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/disparition-des-temps-forts-de-lannee","title":{"rendered":"Disparition des temps forts de l&#8217;ann\u00e9e"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/12\/Disparition-des-temps-forts-Article-1-1024x348.jpg\" alt=\"\" class=\"wp-image-6223\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/12\/Disparition-des-temps-forts-Article-1-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/12\/Disparition-des-temps-forts-Article-1-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/12\/Disparition-des-temps-forts-Article-1-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/12\/Disparition-des-temps-forts-Article-1-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Le Black Friday, un v\u00e9ritable succ\u00e8s en 2018&nbsp;!<\/strong><\/h2>\n\n\n\n<p>En 2018 encore, le <a href=\"https:\/\/www.keyade.com\/black-friday\">Black Friday<\/a> et le Cyber Monday (tout droit venus des US) se sont impos\u00e9s en France. Le 23 novembre, date du\u00ab\u00a0vendredi noir\u00a0\u00bb, 50 millions de transactions bancaires ont \u00e9t\u00e9 r\u00e9alis\u00e9es en 24h dans l\u2019Hexagone, en ligne et en magasin. Selon Google, le volume global des commandes en ligne a augment\u00e9 de 34% par rapport \u00e0 2017. Des chiffres \u2018Waouh\u2019 qui n\u2019ont pas \u00e9chapp\u00e9 aux annonceurs, largement positionn\u00e9s sur l\u2019\u00e9v\u00e9nement cette ann\u00e9e. Chez Keyade, le Black Friday et le Cyber Monday r\u00e9unis ont repr\u00e9sent\u00e9 19% des investissements SEA du mois de novembre.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un arbre qui cache la for\u00eat<\/strong><\/h2>\n\n\n\n<p>Le Black Friday est un \u00e9v\u00e9nement qui connait de plus en plus de succ\u00e8s chaque ann\u00e9e. Il y a 4 ans, 3% des commer\u00e7ants ont propos\u00e9 des offres, cette ann\u00e9e, c\u2019est plus de 60% des commer\u00e7ants qui se sont positionn\u00e9s sur l\u2019\u00e9v\u00e8nement. Mais, ce n\u2019est pas le seul \u00e9v\u00e9nement commercial \u00e0 conna\u00eetre du succ\u00e8s. <\/p>\n\n\n\n<p>Aujourd\u2019hui, la tendance semble \u00eatre \u00e0 l\u2019homog\u00e9n\u00e9isation des temps forts shopping de l\u2019ann\u00e9e&nbsp;: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>avec des \u00e9v\u00e9nements shopping propres \u00e0 un march\u00e9 mais rapidement r\u00e9pliqu\u00e9s \u00e0 l\u2019\u00e9chelle mondiale (le Black Friday mais aussi, depuis \u00a0cette ann\u00e9e, le <a href=\"https:\/\/www.keyade.com\/le-single-day-arrive-en-france\">Single\u2019s Day<\/a> chinois, qui fait sa perc\u00e9e en Europe).<\/li><li>avec des \u00e9v\u00e9nements organis\u00e9s collectivement ou individuellement par les annonceurs (<a href=\"https:\/\/www.keyade.com\/enench-days\">French Days<\/a> de juin et septembre, justement destin\u00e9s \u00e0 soutenir le \u2018creux commercial\u2019 entre deux p\u00e9riodes de soldes, ainsi que le Prime Day d\u2019Amazon).<\/li><li>et des \u00e9v\u00e9nements commerciaux traditionnels ou nouveaux (f\u00eate des m\u00e8res, des p\u00e8res, des grand-m\u00e8res, vente priv\u00e9es, jour en blanc, golden week, \u2026) et enfin les soldes\u00a0!<\/li><\/ul>\n\n\n\n<p>Bref,vous l\u2019aurez compris, la liste est longue et les offres se juxtaposent dans le paysage commercial. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Baisse continue de l\u2019engouement pour les soldes<\/strong><\/h2>\n\n\n\n<p>Parmi cette pl\u00e9thore d\u2019offres, les soldes sont les premiers impact\u00e9s par ce ph\u00e9nom\u00e8ne d\u2019homog\u00e9n\u00e9isation. En 2017, 43,8% des consommateurs avaient d\u00e9j\u00e0 b\u00e9n\u00e9fici\u00e9 de rabais en ligne avant m\u00eame le d\u00e9but des soldes d\u2019hiver. Avec des offres qui se suivent et se ressemblent, les soldes perdent de leur int\u00e9r\u00eat et de leur audience, notamment en magasin. Les soldes d\u2019hiver 2017 se sont conclus par une fr\u00e9quentation en baisse par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente et un recul du panier moyen de 6,8&nbsp;%<a href=\"#_ftn1\">[1]<\/a>. Aujourd\u2019hui 56% des Fran\u00e7ais pensent que les soldes deviennent inutiles face aux promotions qu\u2019ils peuvent d\u00e9sormais trouver en ligne, d\u2019apr\u00e8s l\u2019Observatoire des Comportements de Consommation<a href=\"#_ftn2\">[2]<\/a>.<\/p>\n\n\n\n<p><em>&nbsp;\u00ab&nbsp;Le succ\u00e8s des soldes se limite au premier jour, \u00e9ventuellement la premi\u00e8re semaine, apr\u00e8s c\u2019est fini&nbsp;! \u00bb <\/em>se d\u00e9sole Didier Kling, \u00e0 la t\u00eate de la Chambre de Commerce et d\u2019Industrie.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>S\u2019adapter \u00e0 un nouveau calendrier commercial<\/strong><\/h3>\n\n\n\n<p>Et les excuses pleuvent pour justifier cette pente glissante&nbsp;: succ\u00e8s des Ventes Priv\u00e9es, m\u00e9t\u00e9o trop froide, trop chaude,manifestations publiques et m\u00eame Mondial de football. Pour r\u00e9veiller l\u2019int\u00e9r\u00eat des fran\u00e7ais pour les soldes, le ministre de l\u2019Economie a pr\u00e9vu de r\u00e9duire la dur\u00e9e de ces derniers, qui passeront de six semaines \u00e0 quatre \u00e0 partir de l\u2019hiver 2019.<\/p>\n\n\n\n<p>Quand on met en perspective le succ\u00e8s du Black Friday avec la baisse continue de l\u2019engouement pour les soldes, la prise de conscience est l\u00e0&nbsp;: les traditionnels temps forts shopping se d\u00e9placent et, finalement, redessinent le calendrier commercial. Le mod\u00e8le \u00e9conomique tend davantage vers des offres courtes et plut\u00f4t online. Face \u00e0 ce constat annonceurs et agences peuvent r\u00e9agir en r\u00e9int\u00e9grant cette nouvelle saisonnalit\u00e9 dans leurs strat\u00e9gie et objectifs de performance.<br><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a href=\"#_ftnref1\">[1]<\/a> Le Monde<\/p>\n\n\n\n<p><a href=\"#_ftnref2\">[2]<\/a> Comarketing-news<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Black Friday, un v\u00e9ritable succ\u00e8s en 2018&nbsp;! En 2018 encore, le Black Friday et le Cyber Monday (tout droit venus des US) se sont impos\u00e9s en France. Le 23 novembre, date du\u00ab\u00a0vendredi noir\u00a0\u00bb, 50 millions de transactions bancaires ont \u00e9t\u00e9 r\u00e9alis\u00e9es en 24h dans l\u2019Hexagone, en ligne et en magasin. Selon Google, le volume [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6225,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,295],"tags":[147],"class_list":["post-6201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-fil-actualite","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disparition des temps forts de l&#039;ann\u00e9e - Keyade<\/title>\n<meta name=\"description\" content=\"Avec des offres qui se suivent et se ressemblent et \u00e0 l\u2019homog\u00e9n\u00e9isation des temps shopping, comment s&#039;adapter \u00e0 ce nouveau paysage commercial ?\" \/>\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.keyade.com\/en\/disparition-des-temps-forts-de-lannee\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disparition des temps forts de l&#039;ann\u00e9e - 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