{"id":10433,"date":"2020-11-18T19:19:04","date_gmt":"2020-11-18T18:19:04","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=10433"},"modified":"2021-02-24T12:46:28","modified_gmt":"2021-02-24T11:46:28","slug":"etude-de-cas-castorama-le-digital-au-service-du-business-omnicanal","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/etude-de-cas-castorama-le-digital-au-service-du-business-omnicanal\/","title":{"rendered":"[GRAND PRIX DU SEARCH 2020] Castorama : le digital au service du business omnicanal"},"content":{"rendered":"\n<p><em>Grand Prix du Search &amp; Prix Or de la meilleure campagne de liens produits<\/em><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"862\" height=\"276\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image-casto.png\" alt=\"\" class=\"wp-image-10441\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image-casto.png 862w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image-casto-768x246.png 768w\" sizes=\"auto, (max-width: 862px) 100vw, 862px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Couverture du catalogue produits en ligne et promotion des nouveaux modes d\u2019achat.<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte<\/h2>\n\n\n\n<p>Enseigne du groupe Kingfisher, Castorama est un acteur leader de l\u2019am\u00e9lioration de la maison et du jardin en France. Avec un r\u00e9seau de distribution de 92 magasins en France, Castorama attire plus de 52 millions de clients par an. Castorama est un business essentiellement \u2018brick-and-mortar\u2019, mais (et en 2020 plus que jamais) le digital joue un r\u00f4le cl\u00e9 dans la strat\u00e9gie business omnicanale de l\u2019enseigne.<\/p>\n\n\n\n<p>Lors du premier confinement, le digital est apparu comme \u00ab&nbsp;le canal privil\u00e9gi\u00e9 pour garder le lien avec les clients&nbsp;\u00bb et l\u2019enseigne s\u2019est confront\u00e9e \u00e0 la n\u00e9cessit\u00e9 de \u00ab&nbsp;faire \u00e9voluer l\u2019organisation en magasin pour augmenter fortement sa capacit\u00e9 \u00e0 g\u00e9rer les nouveaux modes d\u2019achat, comme le click&amp;collect&nbsp;\u00bb. (<a href=\"https:\/\/www.keyade.com\/interview-olivier-servat-digital-marketing-manager-chez-kingfischer-france\">Interview avec Olivier Servat, Head of Media chez Castorama, Juin 2020<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<p>Pour faire du digital le prolongement parfait de l\u2019offre en magasins et maintenir un lien fort avec les clients, Castorama et Keyade ont travaill\u00e9 sur deux axes :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Augmenter la couverture produits en ligne (en dehors de Google Shopping)<\/li><li>R\u00e9pondre aux attentes des internautes en mati\u00e8re de click &amp; collect<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Dispositif<\/h2>\n\n\n\n<p><strong>Mise en place de Local Inventory Ads, en compl\u00e9ment de Google Shopping<\/strong><\/p>\n\n\n\n<p>Pour faire la promotion des produits sur Google Shopping, il est n\u00e9cessaire que ceux-ci puissent \u00eatre livr\u00e9s \u00e0 domicile. Or, une partie du catalogue de Castorama n\u2019est pas \u00e9ligible \u00e0 la livraison compte tenu de la particularit\u00e9 des produits vendus. Pour pallier ce manque de visibilit\u00e9 du catalogue en ligne, Castorama et Keyade mettent en place les Local Inventory Ads (LIA), un format de Google bas\u00e9 sur le catalogue produits et permettant de faire la promotion des produits disponibles en magasin.<\/p>\n\n\n\n<p><strong>Activation des fonctionnalit\u00e9s Pickup Today et Curbside Pickup<\/strong><\/p>\n\n\n\n<p>Uniquement activables au sein des campagnes LIA, Pickup Today et Curbside Pickup sont des fonctionnalit\u00e9s qui permettent de communiquer en SEA sur les modes de retrait disponibles dans chaque magasin. Elles permettent respectivement :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>d\u2019indiquer aux internautes que le produit qui leur est pr\u00e9sent\u00e9 est disponible au retrait en magasin le jour m\u00eame<\/li><li>de communiquer sur l\u2019existence d\u2019un mode de retrait \u2018drive\u2019 dans un magasin. <em>(Kingfisher a \u00e9t\u00e9 le premier annonceur \u00e0 activer Curbside Pickup en France, fonctionnalit\u00e9 disponible dans le pays sur whitelist depuis mai 2020).<\/em><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n\n\n<p>L\u2019activation des campagnes LIA et des fonctionnalit\u00e9s associ\u00e9es sont un succ\u00e8s&nbsp;et constituent une \u00e9tape importante dans la solidification de la strat\u00e9gie online de Castorama. Un mois apr\u00e8s leur mise en place, les campagnes LIA permettaient de diffuser +250% de produits sur Google (YoY) et repr\u00e9sentaient environ 80% du chiffre d\u2019affaires SEA de Castorama. Par ailleurs, les performances observ\u00e9es sont meilleures que sur Google Shopping puisque les campagnes LIA g\u00e9n\u00e8rent en moyenne +27% de visites en magasin et donc de conversions associ\u00e9es.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"147\" height=\"146\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/01\/OS.jpg\" alt=\"\" class=\"wp-image-10585\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/01\/OS.jpg 147w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/01\/OS-45x45.jpg 45w\" sizes=\"auto, (max-width: 147px) 100vw, 147px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>Olivier Servat, <br>Head of Media <br>chez Castorama<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><em>\u00ab&nbsp;Cette strat\u00e9gie bas\u00e9e sur le catalogue produits permet de connecter efficacement le SEA avec le c\u0153ur de business de Castorama&nbsp;: ses magasins. Du point de vue du business omnicanal, les objectifs sont \u00e9galement atteints&nbsp;: la couverture des produits Castorama en ligne est effective et optimis\u00e9e (car connect\u00e9e aux stocks) et Castorama b\u00e9n\u00e9ficie d\u2019une visibilit\u00e9 strat\u00e9gique sur les moteurs de recherche pour communiquer sur des options e-commerce attendues des consommateurs (pickup later, drive, etc.), permettant \u00e0 la marque d\u2019\u00e9merger face \u00e0 ses concurrents d\u00e8s la phase de recherche.&nbsp;\u00bb<\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Grand Prix du Search &amp; Prix Or de la meilleure campagne de liens produits Couverture du catalogue produits en ligne et promotion des nouveaux modes d\u2019achat. Contexte Enseigne du groupe Kingfisher, Castorama est un acteur leader de l\u2019am\u00e9lioration de la maison et du jardin en France. Avec un r\u00e9seau de distribution de 92 magasins en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10437,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[87,133,295],"tags":[599,5],"class_list":["post-10433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nos-etudes","category-sea","category-fil-actualite","tag-omnicanal","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[GRAND PRIX DU SEARCH 2020] Castorama : le digital au service du business omnicanal - Keyade<\/title>\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\/fr\/blog\/etude-de-cas-castorama-le-digital-au-service-du-business-omnicanal\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[GRAND PRIX DU SEARCH 2020] Castorama : le digital au service du business omnicanal - Keyade\" \/>\n<meta property=\"og:description\" content=\"Grand Prix du Search &amp; Prix Or de la meilleure campagne de liens produits Couverture du catalogue produits en ligne et promotion des nouveaux modes d\u2019achat. Contexte Enseigne du groupe Kingfisher, Castorama est un acteur leader de l\u2019am\u00e9lioration de la maison et du jardin en France. 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Contexte Enseigne du groupe Kingfisher, Castorama est un acteur leader de l\u2019am\u00e9lioration de la maison et du jardin en France. 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