{"id":8485,"date":"2020-01-24T10:04:29","date_gmt":"2020-01-24T09:04:29","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8485"},"modified":"2020-01-24T10:04:29","modified_gmt":"2020-01-24T09:04:29","slug":"ces-marques-qui-claquent-la-porte-au-nez-damazon","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/ces-marques-qui-claquent-la-porte-au-nez-damazon\/","title":{"rendered":"Ces marques qui claquent la porte au nez d\u2019Amazon"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-1024x348.jpg\" alt=\"\" class=\"wp-image-8487\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-1536x522.jpg 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-2048x696.jpg 2048w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/amazon_site-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>La fin de l\u2019ann\u00e9e 2019 aura amen\u00e9 son lot de surprises \u00e0\nbien des \u00e9gards&nbsp;: en d\u00e9cembre dernier, c\u2019est chez Amazon qu\u2019on ne cachait\npas sa stupeur apr\u00e8s les annonces de deux retailers, Nike et Ikea, de quitter\nle navire du g\u00e9ant californien. Pour la petite histoire, les deux marques\navaient commenc\u00e9 \u00e0 distribuer leurs produits sur la plateforme en 2017, plus\npar capitulation sous la pression du march\u00e9 que par r\u00e9el enthousiasme de s\u2019associer\n\u00e0 ce nouveau partenaire. <\/p>\n\n\n\n<p>Mais pourquoi quitter le navire aujourd\u2019hui,&nbsp;alors que la\nplupart des marques sont lanc\u00e9es dans une course effr\u00e9n\u00e9e \u00e0\nl\u2019omnicanalit\u00e9&nbsp;(site, marketplace, magasin, concept store,\nclick&amp;collect&#8230;) ? Pourquoi abandonner la plateforme maintenant, alors qu\u2019elle\nest en train de se tailler une place de choix au sein des strat\u00e9gies de\ndistribution des marques et de leurs plans m\u00e9dia&nbsp;? Les d\u00e9cisions de Nike\net de Ikea ont fait l\u2019effet d\u2019une petite r\u00e9volution dans le monde du e-commerce&nbsp;:\nnous nous proposons d\u2019observer de plus pr\u00e8s les r\u00e9flexions par lesquelles elles\nont \u00e9t\u00e9 motiv\u00e9es.<\/p>\n\n\n\n<p><strong>Amazon ou\nl\u2019antagonisme entre partenariat et concurrence<\/strong><\/p>\n\n\n\n<p>Pour sa part, Nike explique vouloir \u00ab&nbsp;se concentrer sur\nses activit\u00e9s propres&nbsp;\u00bb et \u00ab&nbsp;faire de la vente directe au\nconsommateur son principal moteur de croissance&nbsp;\u00bb mais sa d\u00e9cision refl\u00e8te\navant tout un grand d\u00e9saveu du programme de lutte contre la contrefa\u00e7on promis\npar Amazon, programme jug\u00e9 inefficace puisqu\u2019un nombre consid\u00e9rable de copies des\nproduits de l\u2019\u00e9quipementier continuent de circuler sur la plateforme.<\/p>\n\n\n\n<p>C\u00f4t\u00e9 Ikea, aucune communication n\u2019a appuy\u00e9 les raisons d\u2019une\ntelle d\u00e9cision mais gageons que le lancement par Amazon, en f\u00e9vrier 2019, de\ndeux marques de mobilier en Europe (territoire historique d\u2019Ikea) a fortement d\u00e9termin\u00e9\nl\u2019enseigne su\u00e9doise \u00e0 \u00ab&nbsp;arr\u00eater les frais&nbsp;\u00bb avec le g\u00e9ant\ncalifornien.<\/p>\n\n\n\n<p><strong>Retrouver la ma\u00eetrise\nde sa data\u2026 <\/strong><\/p>\n\n\n\n<p>Les d\u00e9cisions de Nike et de Ikea de quitter Amazon pourraient\nbien relever de motivations plus larges&nbsp;: les GAFA se m\u00e8nent une guerre de\nl\u2019attention sans merci et con\u00e7oivent de plus en plus de formats et de services\ndestin\u00e9s \u00e0 retenir les internautes au sein de leur \u00e9cosyst\u00e8me&nbsp;\u2013 Facebook\nh\u00e9berge les articles des \u00e9diteurs sur sa plateforme, Instagram Checkout permet\nd\u2019acheter directement les produits pr\u00e9sent\u00e9s dans les posts et Google Shopping\nActions s\u2019\u00e9rige en marketplace (comme son concurrent Amazon) en proposant un\npanier Shopping centralis\u00e9 et payable sur Google. <\/p>\n\n\n\n<p>Si on comprend bien le besoin des marques de diversifier\nleur strat\u00e9gie de distribution, la cannibalisation par les GAFA du trafic sur leur\nsite vient pourtant les priver d\u2019une partie cons\u00e9quente de leur \u2018data\nl\u00e9gitime\u2019. Sur Amazon, c\u2019est d\u2019autant plus vrai que la plateforme transmet tr\u00e8s\npeu de donn\u00e9es m\u00e9dia aux e-commer\u00e7ants. Sans la data, s\u00e9same du marketing, il\ndevient compliqu\u00e9 pour les marques de conna\u00eetre leurs clients, analyser leurs\ncomportements, adapter les produits, optimiser la publicit\u00e9\u2026 In fine, c\u2019est\nl\u2019ensemble de la strat\u00e9gie digitale qui s\u2019en trouve impact\u00e9e. Une conclusion\nqui n\u2019aura pas \u00e9chapp\u00e9 \u00e0 Nike, qui revendique justement de quitter le g\u00e9ant\npour reprendre la main sur sa strat\u00e9gie marketing et commerciale.<\/p>\n\n\n\n<p><strong>\u2026et de l\u2019exp\u00e9rience\nclient.<\/strong><\/p>\n\n\n\n<p>Et le client dans tout \u00e7a&nbsp;? A l\u2019heure o\u00f9 le nombre de <em>touchpoints<\/em> avec les consommateurs\nexplose et o\u00f9 le concept d\u2019exp\u00e9rience client n\u2019a jamais \u00e9t\u00e9 aussi prot\u00e9iforme, les\nd\u00e9cisions de Nike et de Ikea semblent augurer une \u00e8re de repli. Le d\u00e9bat n\u2019est\npas nouveau&nbsp;: comment ma\u00eetriser et personnaliser l\u2019exp\u00e9rience client quand\ndes plateformes qui interviennent au d\u00e9but du parcours consommateur s\u2019en\napproprient progressivement le milieu et la fin&nbsp;? Comment travailler et\nd\u00e9velopper une identit\u00e9 de marque si la majorit\u00e9 des <em>touchpoints<\/em> sont ma\u00eetris\u00e9s par des influenceurs ou des\ndistributeurs&nbsp;? Si l\u2019on commence \u00e0 mettre le doigt dans cet engrenage, nul\ndoute que l\u2019on questionnera t\u00f4t ou tard l\u2019utilit\u00e9 d\u2019un site internet (puisque\nles GAFA semblent s\u2019\u00eatre ligu\u00e9s pour emp\u00eacher les internautes de le visiter).<\/p>\n\n\n\n<p>Loin de c\u00e9der \u00e0 cette vision parano\u00efaque, Nike et Ikea\nsemblent avoir opt\u00e9 en toute conscience pour le choix risqu\u00e9 mais int\u00e8gre de\nreprendre le contr\u00f4le non seulement de leur strat\u00e9gie de distribution mais\naussi de leur strat\u00e9gie de relation clients. Certes ces marques jouissent d\u2019une\nforte influence qui les conforte peut-\u00eatre dans leurs exigences mais nous\nsommes curieux de voir les r\u00e9percussions que pourront avoir sur d\u2019autres\nacteurs ces d\u00e9cisions de claquer une premi\u00e8re porte au nez d\u2019Amazon.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La fin de l\u2019ann\u00e9e 2019 aura amen\u00e9 son lot de surprises \u00e0 bien des \u00e9gards&nbsp;: en d\u00e9cembre dernier, c\u2019est chez Amazon qu\u2019on ne cachait pas sa stupeur apr\u00e8s les annonces de deux retailers, Nike et Ikea, de quitter le navire du g\u00e9ant californien. Pour la petite histoire, les deux marques avaient commenc\u00e9 \u00e0 distribuer leurs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8489,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,81,295],"tags":[173],"class_list":["post-8485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-lactu-digitale","category-fil-actualite","tag-amazon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ces marques qui claquent la porte au nez d\u2019Amazon - Keyade<\/title>\n<meta name=\"description\" content=\"Clac ! D\u00e9cision sans appel : Nike et Ikea quittent Amazon. On se demande pourquoi. 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