{"id":3585,"date":"2018-12-20T13:45:46","date_gmt":"2018-12-20T12:45:46","guid":{"rendered":"https:\/\/www.bs-conseils.fr\/?p=3585"},"modified":"2018-12-20T13:45:58","modified_gmt":"2018-12-20T12:45:58","slug":"la-gestion-des-retours-e-commerce","status":"publish","type":"post","link":"https:\/\/www.bs-conseils.fr\/index.php\/2018\/12\/20\/la-gestion-des-retours-e-commerce\/","title":{"rendered":"La gestion des retours e-commerce"},"content":{"rendered":"

[CONSEILS]<\/p>\n

EXPLIQUER ET OPTIMISER LES RETOURS<\/span><\/strong><\/h1>\n

\"Bruno<\/p>\n

La gestion des retours devient un argument commercial diff\u00e9renciant. Son optimisation requiert une organisation sp\u00e9cifique pour faciliter la r\u00e9exp\u00e9dition du produit et tracer le colis.<\/p>\n

Les e-marchands doivent apporter un soin identique aux flux \u201caller\u201d et \u201cretour.\u201d Faire appara\u00eetre de mani\u00e8re claire et visible es \u00e9l\u00e9ments constitutifs del\u00e0 politique des retours permet de rassurer les consommateurs et de renforcer la confiance. Ces derniers souhaitent \u00eatre autonomes et pouvoir renvoyer les produits qui ne leur conviennent pas, sans faire appel \u00e0 une assistance. Cet argument marketing et logistique a fait la renomm\u00e9e de certains pure players comme Zalando ou Sarenza pour les chaussures ou Asos pour les v\u00eatements. Dans un contexte march\u00e9 hyperconcurrentiel, de nouveaux modes de consommation imposent d\u2019ailleurs la gestion des retours. C’est le cas avec l’\u00e9mergence du ph\u00e9nom\u00e8ne \u00ab Personal Shopper\/Stylist\u00bb, un business model qui repose sur l’abonnement et l’essai des v\u00eatements \u00e0 domicile (Stitch Fix, Trunk Club ou encore Amazon avec Amazon Wardrobe aux USA, et Box31 ou Lookiero en France).<\/p>\n

 <\/p>\n

 <\/p>\n

\"1\"L’EXP\u00c9RIENCE CLIENT<\/span><\/h2>\n

Le premier kilom\u00e8tre doit b\u00e9n\u00e9ficier de la m\u00eame qualit\u00e9 de service que le dernier. L’ensemble du process doit \u00eatre expliqu\u00e9 au consommateur<\/p>\n

(O\u00f9 d\u00e9poser le colis ? Comment est-il ramass\u00e9 ? Dans quel d\u00e9lais ?) et con\u00e7u en coh\u00e9rence avec les us et coutures du march\u00e9, chaque pays ayant des usages diff\u00e9rents. En France, les acteurs de l’e-commerce peuvent s’appuyer sur les r\u00e9seaux de bureaux de poste et de points relais qui, par leur maillage territorial, offrent un r\u00e9el confort pour la gestion des retours des petits colis. Mais ce n’est pas le cos dans tous les pays europ\u00e9ens. Or, dans les faits, \u00e0 l’international, le consommateur attend un niveau de service \u00e9quivalent. Il faut donc pr\u00e9voir des partenariats avec des prestataires implant\u00e9s localement. La reverse n\u00e9cessite une organisation omnicanale, laissant au consommateur la libert\u00e9 de rapporter le produit dans un point de vente physique, que le syst\u00e8me d’information prend en compte.<\/p>\n

\"2\"OPTIMISER LES CO\u00dbTS DES RETOURS<\/span><\/h2>\n

Comme pour le flux aller, le prestataire\/transporteur doit \u00eatre capable de fournir un tarif sur les retours afin que le marchand puisse ma\u00eetriser ses co\u00fbts. Selon le niveau tarifaire et la valeur intrins\u00e8que de la marchandise, celui-ci d\u00e9cide, en effet, quel type de service (entr\u00e9e de gamme, premium) il souhaite apporter \u00e0 ses propres clients. Un produit \u00e0 forte valeur ajout\u00e9e s’accompagne d’un service haut de gamme, alors qu’un produit \u00e0 faible valeur ajout\u00e9e en a moins besoin. La solution des retours en points relais, par exemple, peu on\u00e9reuse et tr\u00e8s bien organis\u00e9e, convient parfaitement \u00e0 des produits de moindre valeur.<\/p>\n

\"3\"GARDER LA PLEINE VISIBILIT\u00c9 SUR LE COLIS <\/span><\/h2>\n

Les solutions IT ont ici toute leur place, car elles permettent de garder l’\u0153il sur le colis. Le marchand doit veiller \u00e0 ce que l’ensemble du process soit connect\u00e9 \u00e0 son back-office: d\u00e9claration de retour, suivi, analyse, lien avec le SAV de la marque et, par extension, le service qualit\u00e9, la plateforme logistique, etc. Les ressources internes de l’entreprise ont besoin d’une pleine visibilit\u00e9 sur le colis en temps r\u00e9el afin de pouvoir r\u00e9agir, r\u00e9pondre au client, r\u00e9orienter le produit vers le service ad\u00e9quat, etc. Les syst\u00e8mes d’information (WMS) du prestataire et du marchand doivent donc \u00eatre reli\u00e9s et align\u00e9s. Attention, les marchands utilisant les marketplaces risquent de devoir g\u00e9rer plusieurs flux d’informations.<\/p>\n

\"4\"<\/p>\n

MAITRISER LES DELAIS DES RETOURS<\/span><\/h2>\n

La reverse exige des d\u00e9lais les plus r\u00e9duits possible, car la marchandise est immobilis\u00e9e pendant le temps de son traitement. Plus t\u00f4t elle est r\u00e9cup\u00e9r\u00e9e, plus t\u00f4t elle est v\u00e9rifi\u00e9e et remise en stock pour \u00eatre vendue ou orient\u00e9e vers lA bonne fili\u00e8re. En point relais, il faut compter entre 48 et 72 heures pour le r\u00e9acheminement de lA marchandise. Avec l’enl\u00e8vement \u00e0 domicile du produit, la complexit\u00e9 du traitement augmente, cette solution n’est pas syst\u00e9matiquement recommand\u00e9e. L\u00e0 encore, il faut arbitrer en fonction del\u00e0 typologie du produit. La Poste met \u00e0 la disposition des consommateurs des solutions int\u00e9ressantes, comme le ramassage du colis dans la bo\u00eete aux lettres, le jour m\u00eame de l’enregistrement du retour sur le site.<\/p>\n

 <\/p>\n

Interview tir\u00e9e de E-commerce Magazine \/Novembre 2018 : www.ecommercemag.fr<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

La gestion des retours devient un argument commercial diff\u00e9renciant. Son optimisation requiert une organisation sp\u00e9cifique pour faciliter la r\u00e9exp\u00e9dition du produit et tracer le colis.<\/p>\n","protected":false},"author":1,"featured_media":3597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":"","jetpack_publicize_message":"La gestion des retours \ud83d\udce6 e-commerce devient un argument commercial diff\u00e9renciant. 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Le commerce \u00e9lectronique est d\u00e9sormais incontournable. Avec une croissance estim\u00e9e \u00e0 +15% en volume par an, les volumes devraient doubler d\u2019ici 5 ans. La cons\u00e9quence est une atomisation des flux avec de plus en plus de colis unitaires. 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