{"id":3688,"date":"2019-04-21T12:16:47","date_gmt":"2019-04-21T10:16:47","guid":{"rendered":"https:\/\/www.bs-conseils.fr\/?p=3688"},"modified":"2019-04-21T15:30:17","modified_gmt":"2019-04-21T13:30:17","slug":"la-livraison-e-commerce-plus-quun-service-un-argument-marketing","status":"publish","type":"post","link":"https:\/\/www.bs-conseils.fr\/index.php\/2019\/04\/21\/la-livraison-e-commerce-plus-quun-service-un-argument-marketing\/","title":{"rendered":"La livraison e-commerce, plus qu’un service un argument marketing"},"content":{"rendered":"

SprintProject<\/a> et GS1 France<\/a> ont pr\u00e9sent\u00e9 la deuxi\u00e8me \u00e9dition de leur barom\u00e8tre \u00ab Services \u00e0 la livraison : r\u00e9alit\u00e9s sur les attentes des Fran\u00e7ais<\/em> \u00bb, men\u00e9 par OpinionWay.<\/p>\n

2000 personnes interrog\u00e9es et les r\u00e9sultats d\u00e9montrent que ces services doivent s\u2019am\u00e9liorer dans leur ex\u00e9cution mais aussi dans leur volet marketing.<\/p>\n

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La livraison fait plus que jamais partie du mix marketing aujourd\u2019hui<\/span><\/em><\/h4>\n<\/blockquote>\n
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1- Le magasin domine toujours les achats mais peu d\u2019offres autour de la livraison<\/span><\/h3>\n

54% des Fran\u00e7ais ach\u00e8tent en ligne au moins une fois par moi. Si on raisonne en acte d\u2019achat, le consommateur en fait 5 en ligne contre 19 en magasin<\/span>. En revanche, bien souvent le client repart avec son produit faute d\u2019avoir eu une proposition de livraison. Et le potentiel est pourtant l\u00e0. Par exemple dans la cat\u00e9gorie des jouets<\/a> ou encore de l\u2019habillement<\/a>, 52% et 54% des sond\u00e9s ne se font pas livr\u00e9s et le service n\u2019est pas propos\u00e9.<\/p>\n

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2 – Le prix d\u00e9cisif mais des attentes fortes sur le volet des retours<\/span><\/h3>\n

Que l\u2019achat se passe en magasin ou sur internet, les crit\u00e8res le plus d\u00e9terminant dans la livraison reste le prix de la prestation<\/span> autour de 30%. Mais la gestion des retours se place en deuxi\u00e8me position, devant la rapidit\u00e9 de livraison. Sur ce sujet, les consommateurs attendent d\u2019ailleurs une vraie omnicanalit\u00e9 et veulent retourner comme cela les arrange les articles non d\u00e9sir\u00e9s.<\/p>\n

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3 – Livraison \u00e0 domicile et en point relais pl\u00e9biscit\u00e9s mais m\u00e9connaissance des autres services<\/span><\/h3>\n

Malgr\u00e9 une grande cr\u00e9ativit\u00e9 des distributeurs pour proposer de multiples solutions de livraison, l\u2019\u00e9tude r\u00e9v\u00e8le que les clients connaissent et pl\u00e9biscitent surtout la livraison \u00e0 domicile et le point relais. Les livraisons express restent mal connues et donc logiquement peu utilis\u00e9es.<\/p>\n

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4 – Des Fran\u00e7ais pr\u00e8s pour d\u2019autres services<\/span><\/h3>\n

Le barom\u00e8tre a interrog\u00e9 les clients sur les intentions d\u2019usage des diff\u00e9rents modes de livraison. Et les r\u00e9sultats d\u00e9montrent qu\u2019ils sont pr\u00eats \u00e0 changer leurs habitudes et ils se montrent r\u00e9ceptifs \u00e0 l\u2019ajout de valeur autour de la livraison.<\/span> Citons par exemple la livraison chez un tiers (famille ou voisin) qui r\u00e9colte 39% d\u2019intention ou encore la livraison en consigne \u00e0 27%, la livraison en mobilit\u00e9 (24%) ou sur le lieu de travail (24%). Les clients attendent aussi \u00e0 79% le suivi en temps r\u00e9el de l\u2019acheminement de leur colis, 64% \u00a0voudraient avoir la possibilit\u00e9 de d\u00e9baller le colis devant le livreur pour v\u00e9rifier le contenu.<\/p>\n

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5- Des services d\u00e9j\u00e0 propos\u00e9s mais mal valoris\u00e9s<\/span><\/h3>\n

Livraison sur rendez-vous, installation du produit livr\u00e9, abonnement de livraison\u2026 beaucoup de ces services existent d\u00e9j\u00e0 mais les usages restent peu d\u00e9velopp\u00e9s alors que les intentions d\u2019usage sont l\u00e0<\/span>. Par exemple environ 50% des sond\u00e9s affirment avoir l\u2019intention d\u2019utiliser un service de livraison sur rendez-vous dans un cr\u00e9neau de 2 heures mais dans l\u2019usage, ce taux tourne autour de 25%.<\/p>\n

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6- LE dernier kilom\u00e8tre toujours probl\u00e9matique<\/span><\/h3>\n

Au global, 62% des sond\u00e9s ont rencontr\u00e9s un probl\u00e8me de livraison au cours des derniers mois que cela soit un probl\u00e8me de livraison (dernier kilom\u00e8tre), de logistique<\/a> ou de produits<\/span>. Etonnant, le barom\u00e8tre pointe que 19% des sond\u00e9s n\u2019ont jamais re\u00e7u leur commande\u00a0! Pour 36%, l\u2019article \u00e9tait endommag\u00e9. 31% le livreur n\u2019a pas livr\u00e9 alors que le client \u00e9tait pr\u00e9sent. M\u00eame si le taux de probl\u00e8me rencontr\u00e9 baisse, il reste encore beaucoup de leviers \u00e0 activer pour am\u00e9liorer la qualit\u00e9. Et ce combat est de taille puisque la livraison est le dernier maillon dans le processus d\u2019achat et repr\u00e9sente donc un \u00e9l\u00e9ment cl\u00e9 de la fid\u00e9lit\u00e9.<\/p>\n

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7 \u2013 Pas de service livraison ad\u00e9quat, pas d\u2019achat<\/span><\/h3>\n

L\u2019abandon de l\u2019achat suite \u00e0 l\u2019absence de services porte surtout sur les clauses en lien avec la gestion des retours. Ainsi, pour pr\u00e8s d\u2019un sond\u00e9 sur deux, la transaction ne sera pas finalis\u00e9e si les conditions de retour ou de remboursement sont insatisfaisantes. Pour 20 \u00e0 30% des sond\u00e9s, c\u2019est l\u2019absence d\u2019un service d\u2019installation ou de livraison \u00e0 l\u2019\u00e9tage qui d\u00e9couragent.<\/p>\n

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8- Les retours surtout dans le textile<\/a><\/span><\/h3>\n

Les retours concernent particuli\u00e8rement le secteur des biens d\u2019\u00e9quipements de la personne (habillement, mode, sant\u00e9, beaut\u00e9<\/a>), avec 47% des sond\u00e9s qui indiquent avoir renvoy\u00e9s un produit. Pour toutes les autres cat\u00e9gories de produits, le taux chute sous les 30%. Les marques textiles ont donc un travail important \u00e0 mener pour faciliter les conditions de retour des produits et surtout mettre en place des proc\u00e9dures pour industrialiser ces op\u00e9rations pour limiter les co\u00fbts et rembourses rapidement le client. C\u2019est d\u2019ailleurs le principal grief qui est fait au SAV. Globalement, l\u2019\u00e9tude d\u00e9montre que 93% des sond\u00e9s sont satisfaits de la prise en charge de leur probl\u00e8me par le service client.<\/p>\n

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9- \u00a0Les moins de 25 ans gros consommateurs sur l\u2019e-commerce<\/span><\/h3>\n

Sur les 12 derniers mois, les jeunes de 25 ans ont r\u00e9alis\u00e9 32 commandes en ligne, dont 16 pour des courses alimentaires, 8 pour des plats pr\u00e9par\u00e9s et 8 pour des \u00e9quipements de la personne. Mais 54% ont rencontr\u00e9 des probl\u00e8mes de livraison. Heureusement que le service apr\u00e8s-vente assure, le taux de satisfaction atteint 96%.<\/p>\n

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10- Des jeunes pr\u00eats \u00e0 payer plus chers<\/span><\/h3>\n

Les principaux crit\u00e8res de choix de la livraison restent les m\u00eames que pour la population au global, \u00e0 savoir le prix, les retours et le d\u00e9lai de livraison. Mais 29% se disent pr\u00eats \u00e0 payer plus cher pour un abonnement et 25% pour que le mat\u00e9riel livr\u00e9 soit install\u00e9.<\/span><\/p>\n

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source<\/strong> : article LSA<\/a> \/\u00a0 CLOTILDE CHENEVOY \/ Publi\u00e9 le\u00a017\/04\/2019<\/div>\n<\/div>\n
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La livraison, plus qu’un service un argument marketing… encore mal ma\u00eetris\u00e9 [Etude @SprintProject_ @GS1France @opinionway] <\/p>\n","protected":false},"author":1,"featured_media":3551,"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 livraison, plus qu'un service un argument marketing... encore mal ma\u00eetris\u00e9 [Etude @SprintProject_ @GS1France @opinionway] ","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[7,4,117,120,105,24],"tags":[21,12,19,14,36,9,28,133,10,18,26,20,8,13,25,17,11,22,29],"class_list":["post-3688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-e-commerce","category-marketplace","category-omnicanal","category-retail","category-transport","tag-abonnement-de-livraison","tag-consignes","tag-cyberacheteurs","tag-delai-de-livraison","tag-dernier-kilometre","tag-e-commerce","tag-e-marchand","tag-etude","tag-express","tag-fevad","tag-frequence-dachat","tag-internet","tag-livraison","tag-livraison-a-domicile","tag-mobile","tag-mode-de-livraison","tag-points-relais","tag-premium","tag-site-internet"],"yoast_head":"\nLa livraison e-commerce, plus qu'un service un argument marketing - 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