{"id":7967,"date":"2019-09-17T10:20:15","date_gmt":"2019-09-17T09:20:15","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7967"},"modified":"2019-09-25T09:29:50","modified_gmt":"2019-09-25T08:29:50","slug":"google-store-sales-direct-mesurer-vos-conversions-offline","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/google-store-sales-direct-mesurer-vos-conversions-offline\/","title":{"rendered":"Google Store Sales Direct : mesurer vos conversions offline"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Le cas de Norauto<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/store-sales-direct-1024x348.jpg\" alt=\"\" class=\"wp-image-7969\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/store-sales-direct-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/store-sales-direct-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/store-sales-direct-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/store-sales-direct-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Norauto est leader Europ\u00e9en de l\u2019entretien et de\nl\u2019\u00e9quipement automobile, et accompagne depuis pr\u00e8s de 50 ans les\nautomobilistes. Pour la marque, la majorit\u00e9 des parcours d\u2019achat d\u00e9bute sur le\nsite, mais de nombreux clients finalisent l\u2019achat de leur \u00e9quipement automobile\nen atelier ou en magasin. <\/p>\n\n\n\n<p>Dans ce contexte, Keyade propose la mise en place\nde la solution Store Sales Direct de Google sur les campagnes Norauto\npermettant d\u2019\u00e9valuer l\u2019impact des campagnes SEA sur le business omnicanal.<\/p>\n\n\n\n<p>Tout d\u2019abord, \u00e0 la diff\u00e9rence de Google Store\nVisite qui se base sur les donn\u00e9es de g\u00e9olocalisation des internautes, Store\nSales Direct repose sur un programme de fid\u00e9lit\u00e9. Il est donc n\u00e9cessaire que\ntout annonceur souhaitant mettre en place Store Sales Direct ait mis en place\nen point de vente, un dispositif permettant de collecter l\u2019email du client.<\/p>\n\n\n\n<p>Norauto a un programme de fid\u00e9lit\u00e9 permettant\nd\u2019observer le d\u00e9veloppement de sa base client. Pour acc\u00e9der \u00e0 ce service et aux\npromotions associ\u00e9es, les clients renseignent leurs informations de contact\n(nom, pr\u00e9nom, adresse email, t\u00e9l\u00e9phone, etc.).<\/p>\n\n\n\n<p>Store Sales Direct fonctionne de la mani\u00e8re\nsuivante&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Un\nutilisateur, connect\u00e9 \u00e0 son navigateur Google via son adresse mail, clique sur\nune annonce SEA Norauto. Pendant son parcours sur le site de la marque, il se\nrenseigne sur ce produit mais ne finalise pas son achat. <\/li><li>Plus\ntard, ce m\u00eame utilisateur d\u00e9cide de se rendre dans un point de vente Norauto\npour acheter ce produit. Au moment de l\u2019achat en point de vente, le client renseigne\nses identifiants pour profiter d\u2019un programme de fid\u00e9lit\u00e9 propos\u00e9 par Norauto.\nIl est alors int\u00e9gr\u00e9 \u00e0 la base CRM de la marque (si ce n\u2019\u00e9tait pas d\u00e9j\u00e0 le cas).<\/li><li>Tous\nles mois, Norauto importe les donn\u00e9es des transactions offline, depuis son CRM\ndans Google Ads. <\/li><li>Store\nSales Direct fait correspondre les adresses email et permet d\u2019identifier les\nannonces SEA cliqu\u00e9es qui ont g\u00e9n\u00e9r\u00e9 une vente en magasin. <\/li><\/ol>\n\n\n\n<p>Ainsi, chaque transaction en magasin effectu\u00e9e,\navec le programme de fid\u00e9lit\u00e9 Norauto, est reli\u00e9e \u00e0 un clic SEA. Les r\u00e9sultats\nsont pr\u00e9sent\u00e9s de mani\u00e8re agr\u00e9g\u00e9e et anonymis\u00e9e dans Google Ads 24 \u00e0 48 heures\napr\u00e8s l\u2019import.<\/p>\n\n\n\n<p>En image&nbsp;?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"386\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image1-1024x386.png\" alt=\"\" class=\"wp-image-7971\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image1-1024x386.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image1-300x113.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image1-768x289.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image1-266x100.png 266w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Fr\u00e9d\u00e9ric Sleiman, Consultant SEA chez Keyade partage les r\u00e9sultats\u00a0: \u00ab\u00a0Apr\u00e8s 5 mois d\u2019utilisation de Store Sales Direct, on observe que\u00a0la r\u00e9attribution des ventes en magasins au SEA, multiplie par 6,5 la rentabilit\u00e9 du SEA, confirmant le poids de ce levier dans le revenu global de la marque. Enfin, le mobile est un vrai moteur pour le business en magasin. Sur l\u2019ensemble des ventes offline, 57% ont \u00e9t\u00e9 g\u00e9n\u00e9r\u00e9es par le mobile. Les r\u00e9sultats sont tr\u00e8s encourageants et s\u2019expliquent notamment par l\u2019important r\u00e9seau de points de vente Norauto. Je recommande donc Store Sales Direct aux annonceurs qui poss\u00e8dent de nombreux magasins et qui ont un dispositif CRM abouti et fiable. Les conditions d\u2019\u00e9ligibilit\u00e9\u00a0sont lourdes : il est n\u00e9cessaire d\u2019avoir\u00a0750k clics sur 90 jours, un minimum de 6 000 identifiants collect\u00e9s par mois. \u00bb\u00a0 <\/p>\n\n\n\n<p>Alexandre Douchez, Digital Marketing Director chez\nNorauto commente&nbsp;: \u00ab Cette solution nous permet d\u2019obtenir une meilleure\nvisibilit\u00e9 sur les performances globales et d\u2019anticiper les parcours d\u2019achat des\ninternautes. Avec l\u2019accompagnement de Keyade, nous souhaitons consolider notre\nvision omnicanale sur le long terme afin de mieux comprendre toutes ces donn\u00e9es\net d\u2019orchestrer le pilotage budg\u00e9taire.&nbsp;\u00bb <\/p>\n\n\n\n<p>A lire&nbsp;: <a href=\"https:\/\/www.keyade.com\/attribution-et-reintegration-sea\">autre exemple de r\u00e9attribution offline gr\u00e2ce aux donn\u00e9es CRM pour Comptoir des Voyages avec la solution MadMetrics<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le cas de Norauto Norauto est leader Europ\u00e9en de l\u2019entretien et de l\u2019\u00e9quipement automobile, et accompagne depuis pr\u00e8s de 50 ans les automobilistes. Pour la marque, la majorit\u00e9 des parcours d\u2019achat d\u00e9bute sur le site, mais de nombreux clients finalisent l\u2019achat de leur \u00e9quipement automobile en atelier ou en magasin. Dans ce contexte, Keyade propose [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7973,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[5,521],"class_list":["post-7967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-sea","tag-store-sales-direct"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Store Sales Direct dans le pilotage SEA - Le cas de Norauto | Keyade<\/title>\n<meta name=\"description\" content=\"La fonctionnalit\u00e9 Store Sales Direct de Google, mise en place sur les campagnes Norauto, offre une solution de r\u00e9-attribution des ventes en magasins au SEA.\" \/>\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\/google-store-sales-direct-mesurer-vos-conversions-offline\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Store Sales Direct dans le pilotage SEA - 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