{"id":8733,"date":"2020-05-27T17:27:53","date_gmt":"2020-05-27T16:27:53","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8733"},"modified":"2020-06-11T16:39:14","modified_gmt":"2020-06-11T15:39:14","slug":"interview-claire-verbrugge-directrice-marketing-chez-boulanger-boulanger-a-ete-la-premiere-enseigne-non-alimentaire-a-ouvrir-des-services-drive-sans-contact","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/interview-claire-verbrugge-directrice-marketing-chez-boulanger-boulanger-a-ete-la-premiere-enseigne-non-alimentaire-a-ouvrir-des-services-drive-sans-contact\/","title":{"rendered":"[INTERVIEW] Claire Verbrugge, Directrice Marketing chez Boulanger"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"221\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-1024x221.png\" alt=\"\" class=\"wp-image-8847\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-1024x221.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-300x65.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-768x165.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-1536x331.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB-464x100.png 464w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/CVB.png 1773w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. Fort de ses 170 magasins et 9 000 collaborateurs, Boulanger offre \u00e0 ses clients le meilleur des nouvelles technologies dans l&rsquo;univers du divertissement et de la maison avec pr\u00e8s de 25 000 r\u00e9f\u00e9rences disponibles dans ses magasins, sur l&rsquo;application Boulanger et sur son site<\/span><\/em><a rel=\"noreferrer noopener\" href=\"http:\/\/boulanger.com\/\" target=\"_blank\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em> boulanger.com<\/em><\/span><\/a><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">. La mission de Boulanger est d\u2019aider chacun \u00e0 profiter pleinement des objets et services connect\u00e9s de la maison en r\u00e9pondant aux usages de ses habitants et en transformant chaque instant du quotidien en moment de convivialit\u00e9.<\/span><\/em><\/p>\n\n\n\n<p><strong>Comment avez-vous r\u00e9agi chez Boulanger \u00e0 l\u2019annonce du confinement national&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;L\u2019annonce du confinement nous a demand\u00e9 de nous r\u00e9organiser tr\u00e8s rapidement. Du jour au lendemain, nous avons d\u00fb fermer l\u2019ensemble de nos magasins et avons d\u00fb nous mettre en ordre de marche pour poursuivre notre activit\u00e9 en mode pure-player. Nous avons continu\u00e9 d\u2019assurer les livraisons depuis nos entrep\u00f4ts et magasins, dans des conditions de s\u00e9curit\u00e9 tr\u00e8s strictes, afin de maintenir l\u2019activit\u00e9 qui nous permet de r\u00e9pondre aux besoins de premi\u00e8re n\u00e9cessit\u00e9 de nos clients (r\u00e9frig\u00e9rateur, lave-linge, ordinateurs\u2026).<\/p>\n\n\n\n<p>Nous avons \u00e9galement repens\u00e9 nos services de livraison, d\u2019installation et de reprise \u00e0 domicile pour les transformer en service de livraison sans contact. Boulanger a \u00e9t\u00e9 la premi\u00e8re enseigne non alimentaire \u00e0 ouvrir des services drive voiture \/ drive pi\u00e9ton sans contact (d\u00e8s le 7 avril). Nous avons imm\u00e9diatement adapt\u00e9 l\u2019ensemble des informations figurant sur notre site pour communiquer sur ces possibilit\u00e9s.&nbsp;\u00bb<\/p>\n\n\n\n<p><strong>Quels enseignements marketing et e-commerce en avez-vous tir\u00e9s&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;En termes de marketing, nous avons explor\u00e9 de nouveaux territoires de communication, que nous avons voulu plus ax\u00e9s sur \u2018la vie des gens\u2019. Nous avons r\u00e9orient\u00e9 nos messages autour de conseils d\u2019usage et de services pour mieux vivre le confinement avec les produits de nos univers.<\/p>\n\n\n\n<p>Nous poursuivrons \u00e9galement les actions et engagements initi\u00e9s par la Fondation Boulanger, en particulier l\u2019initiative <em>Un monde de liens<\/em>, en partenariat avec la Fondation H\u00f4pitaux de Paris \u2013 H\u00f4pitaux de France. Depuis le 23 mars, ce sont plus de 28&nbsp;000 tablettes num\u00e9riques qui ont \u00e9t\u00e9 offertes \u00e0 3&nbsp;000 h\u00f4pitaux ou EHPAD pour permettre \u00e0 tous de maintenir le lien avec leur famille et leurs proches confin\u00e9s.<\/p>\n\n\n\n<p>C\u00f4t\u00e9 e-commerce, le service Drive est plus que jamais une r\u00e9elle attente de nos clients, nous continuerons de l\u2019enrichir et de le proposer au-del\u00e0 de cette p\u00e9riode de crise sanitaire.&nbsp;\u00bb<\/p>\n\n\n\n<p><strong>Avez-vous constat\u00e9 une variation de la client\u00e8le ou de la consommation pendant la p\u00e9riode&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;La p\u00e9riode a naturellement \u00e9t\u00e9 propice \u00e0 l\u2019acquisition de clients, nous avons recrut\u00e9 davantage de nouveaux clients par rapport aux tendances habituelles.<\/p>\n\n\n\n<p>Parall\u00e8lement \u00e0 cela, la nature des produits vendus pendant le confinement a beaucoup \u00e9volu\u00e9, de mani\u00e8re tr\u00e8s li\u00e9e \u00e0 la situation. Nous avons observ\u00e9 une forte hausse des recherches et du trafic SEO sur des cat\u00e9gories de produits comme les ordinateurs, imprimantes &amp; consommables ou encore sur les lave-linges, r\u00e9frig\u00e9rateurs, cong\u00e9lateurs, robots de cuisine, machines \u00e0 coudre, tondeuses \u00e0 cheveux, TV, consoles de jeu\u2026 Ces tendances sont bien s\u00fbr li\u00e9es au t\u00e9l\u00e9travail, \u00e0 l\u2019\u00e9cole \u00e0 la maison, au d\u00e9sir de se divertir, d\u2019am\u00e9liorer le \u2018chez-soi\u2019 ou \u00e0 un retour \u00e0 l\u2019authentique comme faire plus de cuisine saine et home-made ou coudre masques et v\u00eatements \u00e0 la maison.<\/p>\n\n\n\n<p>Depuis ces deux derni\u00e8res semaines, on observe aussi une tr\u00e8s forte progression des produits de mobilit\u00e9 \u00e9lectrique. Le d\u00e9confinement incite les gens \u00e0 trouver de nouveaux moyens de se d\u00e9placer, d\u2019une part en respectant les r\u00e8gles de distanciation sociale mais aussi avec une attention port\u00e9e \u00e0 la pr\u00e9servation de l\u2019environnement.<\/p>\n\n\n\n<p>Fin avril, nous avons r\u00e9alis\u00e9 aupr\u00e8s de nos clients une enqu\u00eate interne portant sur plusieurs volets tels que leurs habitudes de consommation, leurs attentes en termes de produits et services ainsi que le regard qu\u2019ils portent sur notre marque. Plus de 8000 clients ont r\u00e9pondu \u00e0 cette \u00e9tude, ce qui nous permettra de mieux cerner leurs nouvelles habitudes de consommation et de r\u00e9pondre efficacement \u00e0 leurs attentes.&nbsp;\u00bb<\/p>\n\n\n\n<p><em>Propos recueillis le 25 mai 2020<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. Fort de ses 170 magasins et 9 000 collaborateurs, Boulanger offre \u00e0 ses clients le meilleur des nouvelles technologies dans l&rsquo;univers du divertissement et de la maison avec pr\u00e8s de 25 000 r\u00e9f\u00e9rences disponibles dans ses magasins, sur l&rsquo;application Boulanger et sur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8757,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93,295],"tags":[307,577],"class_list":["post-8733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nos-interviews","category-fil-actualite","tag-interview","tag-post-covid"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[INTERVIEW] Claire Verbrugge, Directrice Marketing chez Boulanger - 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\/interview-claire-verbrugge-directrice-marketing-chez-boulanger-boulanger-a-ete-la-premiere-enseigne-non-alimentaire-a-ouvrir-des-services-drive-sans-contact\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[INTERVIEW] Claire Verbrugge, Directrice Marketing chez Boulanger - Keyade\" \/>\n<meta property=\"og:description\" content=\"Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. 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