{"id":8773,"date":"2020-06-03T13:01:25","date_gmt":"2020-06-03T12:01:25","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8773"},"modified":"2020-06-15T18:09:43","modified_gmt":"2020-06-15T17:09:43","slug":"interview-olivier-servat-digital-marketing-manager-chez-kingfischer-france","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/interview-olivier-servat-digital-marketing-manager-chez-kingfischer-france\/","title":{"rendered":"[INTERVIEW] Olivier Servat, Digital Marketing Manager chez Kingfisher France"},"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\/OS-1024x221.png\" alt=\"\" class=\"wp-image-8873\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS-1024x221.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS-300x65.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS-768x166.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS-1536x331.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS-464x100.png 464w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/OS.png 1772w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Kingfisher est une entreprise internationale sp\u00e9cialis\u00e9e dans l\u2019am\u00e9lioration de la maison qui compte plus de 1300 points de vente dans 10 pays d\u2019Europe. En France, les enseignes Castorama et Brico-D\u00e9p\u00f4t comptent pr\u00e8s de 220 magasins r\u00e9partis sur le territoire national.<\/span><\/em><\/p>\n\n\n\n<p><strong>A l\u2019annonce du confinement national, le 17 mars 2020, quels sont les premiers challenges auxquels vous avez d\u00fb faire face&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;Notre premier challenge a \u00e9t\u00e9 d\u2019organiser la poursuite de notre activit\u00e9 malgr\u00e9 la fermeture de nos points de vente. Pendant une dizaine de jours, nous avons travaill\u00e9 sur les conditions de la r\u00e9ouverture, tant pour la s\u00e9curit\u00e9 de nos collaborateurs (sur la base du volontariat) que celle de nos clients. Nous avons aussi \u00e9t\u00e9 confront\u00e9s \u00e0 la n\u00e9cessit\u00e9 de faire \u00e9voluer l\u2019organisation en magasin pour nous adapter aux nouvelles conditions de vente puisqu\u2019il a fallu augmenter fortement notre capacit\u00e9 \u00e0 g\u00e9rer le Click and Collect par point de vente.<\/p>\n\n\n\n<p>Le mode d\u2019achat\/livraison est donc un sujet qui est ressorti tr\u00e8s fortement pendant cette p\u00e9riode. La crise a acc\u00e9l\u00e9r\u00e9 notre prise de conscience sur notre capacit\u00e9 \u00e0 offrir aux clients des moyens de livraison vari\u00e9s et \u00e0 un co\u00fbt abordable. Nous avons donc acc\u00e9l\u00e9r\u00e9 sur nos projets comme la livraison \u00e0 domicile depuis nos stocks magasins.&nbsp;\u00bb<\/p>\n\n\n\n<p><strong>Quelle a \u00e9t\u00e9 la place du digital pendant la p\u00e9riode&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;Le digital est apparu comme le canal privil\u00e9gi\u00e9 pour garder le lien avec nos clients. C\u2019\u00e9tait important pour Kingfisher de pouvoir r\u00e9pondre pr\u00e9sent \u00e0 un moment o\u00f9 ils avaient besoin de nous et de pouvoir continuer \u00e0 les accompagner sur l\u2019ensemble de leurs projets et sur leurs besoins en produits essentiels pendant cette p\u00e9riode. Nous avons \u00e9galement pris la parole sur nos actions solidaires en faveur des personnels soignants (dons de mat\u00e9riels, de masques).<\/p>\n\n\n\n<p>En dehors de la prise de commande, le digital a \u00e9t\u00e9 un canal privil\u00e9gi\u00e9 d\u2019information (via le site internet, nos fiches Google My Business, le CRM, les emails, les r\u00e9seaux sociaux\u2026). Dans un contexte anxiog\u00e8ne, Il \u00e9tait essentiel d\u2019expliquer \u00e0 nos clients les conditions li\u00e9es \u00e0 la r\u00e9ouverture des points de vente et les protocoles de mesures s\u00e9curitaires. Une fois nos d\u00e9p\u00f4ts\/magasins r\u00e9ouverts en libre-service, nous g\u00e9rions au quotidien nos sites web et nos fiches Google My Business afin d\u2019informer les clients en temps r\u00e9el sur la situation de chaque magasin.&nbsp;\u00bb<\/p>\n\n\n\n<p><strong>Pensez-vous que le digital repr\u00e9sentera durablement une part plus significative de votre mix de vente&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;C\u2019est notre ambition. Notre business model historique est li\u00e9 \u00e0 nos points de ventes physiques. N\u00e9anmoins, pendant plusieurs semaines, 100% de nos ventes ont \u00e9t\u00e9 g\u00e9n\u00e9r\u00e9es par le digital. Nous avons fait preuve de beaucoup d\u2019agilit\u00e9 pour adapter rapidement notre organisation et nos process. Cela montre que les clients et les collaborateurs peuvent \u00e9voluer rapidement dans leur mani\u00e8re de voir les choses. Cette p\u00e9riode a \u00e9t\u00e9 tr\u00e8s enrichissante et va nous aider \u00e0 avancer sur tous nos projets autour des parcours omnicanaux. Je pense \u00e9galement \u00e0 tous les nouveaux clients qui nous ont rejoint durant cette p\u00e9riode. A nous maintenant de les fid\u00e9liser.<\/p>\n\n\n\n<p>Toute crise offre des opportunit\u00e9s d&rsquo;une importance \u00e9quivalente aux menaces qu&rsquo;elle pr\u00e9sente. Kingfisher a le potentiel pour sortir renforc\u00e9e de la crise du Covid-19. Notre d\u00e9fi sera de comprendre et suivre les nouveaux usages des consommateurs sur les prochaines ann\u00e9es. Pour y parvenir, nous devrons concentrer nos investissements digital marketing sur l\u2019essentiel (Adwords, Affiliation, leads&#8230;), maximiser la fid\u00e9lisation et l\u2019activation de nos clients, am\u00e9liorer nos parcours de conversion gr\u00e2ce \u00e0 l\u2019exploitation de nos datas, et surtout, rester opportunistes. Les p\u00e9riodes de crise am\u00e8nent souvent des opportunit\u00e9s. A nous de les saisir.&nbsp;\u00bb<\/p>\n\n\n\n<p><em>Propos recueillis le 12 mai 2020<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kingfisher est une entreprise internationale sp\u00e9cialis\u00e9e dans l\u2019am\u00e9lioration de la maison qui compte plus de 1300 points de vente dans 10 pays d\u2019Europe. En France, les enseignes Castorama et Brico-D\u00e9p\u00f4t comptent pr\u00e8s de 220 magasins r\u00e9partis sur le territoire national. A l\u2019annonce du confinement national, le 17 mars 2020, quels sont les premiers challenges auxquels [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8777,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93,295],"tags":[307,577],"class_list":["post-8773","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] Olivier Servat, Digital Marketing Manager chez Kingfisher France - 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-olivier-servat-digital-marketing-manager-chez-kingfischer-france\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[INTERVIEW] Olivier Servat, Digital Marketing Manager chez Kingfisher France - Keyade\" \/>\n<meta property=\"og:description\" content=\"Kingfisher est une entreprise internationale sp\u00e9cialis\u00e9e dans l\u2019am\u00e9lioration de la maison qui compte plus de 1300 points de vente dans 10 pays d\u2019Europe. 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