{"id":10617,"date":"2021-01-13T23:05:00","date_gmt":"2021-01-13T22:05:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=10617"},"modified":"2021-01-20T16:13:02","modified_gmt":"2021-01-20T15:13:02","slug":"grand-prix-de-linnovation-2020-norauto-sea-business-omnicanal","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/grand-prix-de-linnovation-2020-norauto-sea-business-omnicanal\/","title":{"rendered":"[PRIX DE L\u2019INNOVATION & Prix Search et Data 2020] NORAUTO : SEA & Business omnicanal"},"content":{"rendered":"\n

Comment Norauto int\u00e8gre le SEA dans une logique omnicanale de long terme<\/strong><\/h2>\n\n\n\n

Contexte<\/h2>\n\n\n\n

Leader europ\u00e9en de l\u2019entretien et de l\u2019\u00e9quipement automobile, Norauto accompagne les automobilistes depuis 50 ans. L\u2019enseigne compte 404 centres en France et 640 dans le reste de l\u2019Europe. Les centres sont compos\u00e9s d\u2019une partie marchande en libre-service et d\u2019une partie atelier pour les r\u00e9parations m\u00e9caniques.<\/p>\n\n\n\n

Le media digital n\u2019est pas l\u2019ADN premier de Norauto mais la marque pr\u00e9sente un fort potentiel business \u2018online-to-offline\u2019 (la mesure Google Store Visit met en \u00e9vidence que 25% des clics sur une annonce SEA g\u00e9n\u00e8rent une visite en point de vente au cours du mois qui suit). La dynamique entre le r\u00e9seau physique et le digital est donc essentielle pour l\u2019acc\u00e9l\u00e9ration globale et omnicanale du business de Norauto.<\/p>\n\n\n\n

Challenge<\/h2>\n\n\n\n

En SEA, Keyade identifie deux challenges pour int\u00e9grer les campagnes digitales de Norauto dans une logique omnicanale de long terme :<\/p>\n\n\n\n

  • Comprendre et valoriser l\u2019impact du digital sur les centres (trafic et ventes)<\/li>
  • Piloter le digital pour soutenir l\u2019activit\u00e9 en points de vente<\/li><\/ul>\n\n\n\n

    La data et son activation constituent la pierre angulaire de ces challenges.<\/p>\n\n\n\n

    Solution<\/h2>\n\n\n\n

    Keyade met en place une strat\u00e9gie online\/offline int\u00e9gr\u00e9e pour connecter la data CRM offline de Norauto au pilotage SEA.<\/p>\n\n\n\n

    Tirer parti de la data 1st-party<\/strong><\/p>\n\n\n\n

    Les ventes en centre repr\u00e9sentent une source importante de data 1st-party. Outre l\u2019important volume d\u2019informations clients d\u00e9tenu par les centres, Norauto propose \u00e9galement \u00e0 ses clients un programme de fid\u00e9lit\u00e9 permettant d\u2019acc\u00e9der \u00e0 un compte client et de b\u00e9n\u00e9ficier de promotions exclusives. Pour faire partie de ce programme de fid\u00e9lit\u00e9, les clients renseignent leurs informations de contact (nom, pr\u00e9nom, adresse email, t\u00e9l\u00e9phone, etc.).<\/p>\n\n\n\n

    Mesurer les conversions g\u00e9n\u00e9r\u00e9es par le SEA dans les points de vente<\/strong><\/p>\n\n\n\n

    Gr\u00e2ce \u00e0 la mesure Google Store Visit, on sait que 25% des clics sur une annonce SEA g\u00e9n\u00e8rent une visite au cours du mois suivant. Mais ces visites g\u00e9n\u00e8rent-elles des ventes et si oui, lesquelles (r\u00e9visions en atelier, vente de produits\u2026) ? Keyade met en place Store Sales Direct, la solution de Google qui permet d\u2019\u00e9valuer l\u2019impact des campagnes SEA sur le business omnicanal \u00e0 partir de donn\u00e9es CRM.<\/p>\n\n\n\n

    Concr\u00e8tement, un internaute clique sur une annonce SEA Norauto (via un navigateur connect\u00e9 par email) puis se rend en centre pour faire son achat. L\u2019acheteur peut \u00eatre d\u00e9j\u00e0 client chez Norauto ou se voir proposer la souscription au programme de fid\u00e9lit\u00e9 (Norauto collecte ainsi l\u2019adresse email). Par la suite, Norauto importe chaque mois ses donn\u00e9es CRM dans Google Ads. La solution Store Sales Direct fait correspondre les adresses email du CRM avec les adresses emails des navigateurs connect\u00e9s, permettant ainsi d\u2019identifier les annonces SEA qui ont g\u00e9n\u00e9r\u00e9 non seulement une visite mais aussi un achat dans un centre Norauto.<\/p>\n\n\n\n

    R\u00e9sultats<\/h2>\n\n\n\n

    1er<\/sup> r\u00e9sultat : valorisation du r\u00f4le du SEA sur les conversions offline<\/strong><\/p>\n\n\n\n

    • La mesure Store Sales Direct a mis en \u00e9vidence que les annonces SEA ont g\u00e9n\u00e9r\u00e9 6,7 fois plus de transactions dans les centres qu\u2019en ligne (88% de ventes, 12% de passages en atelier).<\/li>
    • En r\u00e9int\u00e9grant ces conversions offline, le ROI total attribuable au SEA est multipli\u00e9 par 7,3, confirmant le poids de ce levier dans le revenu global de Norauto.<\/li><\/ul>\n\n\n\n

      2nd<\/sup> r\u00e9sultat : int\u00e9gration des insights du offline dans le pilotage SEA<\/strong><\/p>\n\n\n\n

      • Revalorisation du mobile \u2013 L\u2019approche data avec Store Sales Direct a montr\u00e9 que le mobile \u00e9tait un vrai moteur pour le business en magasin : 57% des ventes dans les centres Norauto sont g\u00e9n\u00e9r\u00e9es par ce device. Norauto et Keyade ont donc adapt\u00e9 la r\u00e9partition budg\u00e9taire des campagnes SEA en confirmant une place de choix pour le mobile.<\/li>
      • Revalorisation de toutes les cat\u00e9gories de produits dans le pilotage \u2013 Pour le pilotage du SEA, Keyade revalorise les cat\u00e9gories de produits qui pr\u00e9sentaient peu de conversions en ligne mais montraient un fort volume de conversion dans les centres, attribuables au SEA. Il s\u2019agit en particulier de produits pour lesquels la demande de conseil en direct est encore forte (produits de mobilit\u00e9, v\u00e9los \u00e9lectriques notamment).<\/li><\/ul>\n\n\n\n
        \"\"<\/figure><\/div>\n\n\n\n

        —<\/p>\n\n\n\n

        \n
        \n
        \"\"<\/figure><\/div>\n\n\n\n

        Alexandre Douchez,
        Digital Marketing Director
        chez Norauto International <\/strong><\/p>\n<\/div>\n\n\n\n

        \n

        \u00ab Chez Norauto, notre ADN est aussi bien centr\u00e9 sur notre r\u00e9seau physique de centres et d\u2019ateliers, que sur des strat\u00e9gies d\u2019acquisition marketing tr\u00e8s ROIstes. Nos attentes sur le digital sont donc tr\u00e8s fortes pour alimenter une dynamique business omnicanale et soutenir l\u2019activit\u00e9 dans nos centres.<\/em><\/p>\n\n\n\n

        La campagne Search & Data men\u00e9e avec Keyade et Store Sales Direct est une \u00e9tape importante du d\u00e9veloppement de notre enseigne sur le digital. D\u2019une part parce que le SEA nous a permis de r\u00e9concilier la data digitale avec la data CRM offline (l\u00e0 o\u00f9 beaucoup d\u2019acteurs brick-and-mortar \u00e9chouent encore \u00e0 mettre en place une strat\u00e9gie int\u00e9gr\u00e9e et efficace) ; d\u2019autre part parce que cela nous a permis de valoriser le r\u00f4le du digital aupr\u00e8s de l\u2019ensemble des collaborateurs Marketing & Sales (pas uniquement ceux qui sont concern\u00e9s par le digital !), et qu\u2019aujourd\u2019hui encore, nous utilisons ces data et insights pour faire grandir le business omnicanal. \u00bb<\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Comment Norauto int\u00e8gre le SEA dans une logique omnicanale de long terme Contexte Leader europ\u00e9en de l\u2019entretien et de l\u2019\u00e9quipement automobile, Norauto accompagne les automobilistes depuis 50 ans. L\u2019enseigne compte 404 centres en France et 640 dans le reste de l\u2019Europe. Les centres sont compos\u00e9s d\u2019une partie marchande en libre-service et d\u2019une partie atelier pour […]<\/p>\n","protected":false},"author":1,"featured_media":10655,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[],"class_list":["post-10617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite"],"yoast_head":"\n[PRIX DE L\u2019INNOVATION & Prix Search et Data 2020] NORAUTO : SEA & 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\/grand-prix-de-linnovation-2020-norauto-sea-business-omnicanal\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[PRIX DE L\u2019INNOVATION & Prix Search et Data 2020] NORAUTO : SEA & Business omnicanal - Keyade\" \/>\n<meta property=\"og:description\" content=\"Comment Norauto int\u00e8gre le SEA dans une logique omnicanale de long terme Contexte Leader europ\u00e9en de l\u2019entretien et de l\u2019\u00e9quipement automobile, Norauto accompagne les automobilistes depuis 50 ans. L\u2019enseigne compte 404 centres en France et 640 dans le reste de l\u2019Europe. 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