{"id":24695,"date":"2018-11-09T18:35:35","date_gmt":"2018-11-09T15:35:35","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=17409"},"modified":"2024-01-03T14:14:51","modified_gmt":"2024-01-03T14:14:51","slug":"nespresso-d2c","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/ecommerce\/retail-insights\/nespresso-d2c\/","title":{"rendered":"Infographie : Nespresso, la voie de la r\u00e9ussite du \u00ab direct au consommateur \u00bb"},"content":{"rendered":"

Partenaire et concurrent\u00a0: trouver l\u2019\u00e9quilibre avec des capsules de caf\u00e9<\/strong>
\nNous avons d\u00e9j\u00e0 abord\u00e9 le fait que les marques cherchent en permanence un \u00e9quilibre entre vendre leurs produits directement aux consommateurs en ligne gr\u00e2ce \u00e0 une exp\u00e9rience de vente propre \u00e0 la marque, et cr\u00e9er des partenariats avec les plus grands noms de d\u00e9taillants en ligne afin de maximiser la visibilit\u00e9 de leurs produits aupr\u00e8s du plus grand nombre d\u2019utilisateurs possible.
\nComprendre comment g\u00e9rer ces deux modes de ventes sans en cannibaliser aucun requiert une perception pr\u00e9cise des performances de son produit sur chacune des plateformes et une compr\u00e9hension approfondie de l\u2019investissement n\u00e9cessaire pour accro\u00eetre les ventes dans les deux cas.
\nLa derni\u00e8re infographie de Similarweb que vous pouvez consulter ci-dessous, pr\u00e9sente les cinq \u00e9tapes que les marques devraient prendre en compte pour r\u00e9ussir directement aupr\u00e8s des consommateurs. En prenant Nespresso comme exemple et en tra\u00e7ant l\u2019int\u00e9r\u00eat des consommateurs pour les produits Nespresso \u00e0 la fois sur nespresso.com<\/a> et sur amazon.com<\/a>, nous d\u00e9couvrons des insights pr\u00e9cieux qui peuvent \u00eatre appliqu\u00e9s \u00e0 une large gamme de cat\u00e9gories de produits.<\/p>\n

\"Infographie

Cliquer pour agrandir<\/p><\/div>\n

Pour en savoir plus sur la mani\u00e8re dont les marques s\u2019associent et rivalisent avec les plus grands acteurs de la vente en ligne, consultez notre livre blanc\u00a0: Partenaire et concurrent : Comment Nike et Adidas tirent parti du succ\u00e8s du g\u00e9ant Amazon<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Partenaire et concurrent\u00a0: trouver l\u2019\u00e9quilibre avec des capsules de caf\u00e9 Nous avons d\u00e9j\u00e0 abord\u00e9 le fait que les marques cherchent en permanence un \u00e9quilibre entre vendre leurs produits directement aux consommateurs en ligne gr\u00e2ce \u00e0 une exp\u00e9rience de vente propre \u00e0 la marque, et cr\u00e9er des partenariats avec les plus grands noms de d\u00e9taillants en […]<\/p>\n","protected":false},"author":78,"featured_media":29836,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6271,6592],"tags":[],"class_list":["post-24695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-retail-insights"],"acf":[],"yoast_head":"\nInfographie: Nespresso & le direct au consommateur | Similarweb<\/title>\n<meta name=\"description\" content=\"Nouvelle 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