{"id":4421,"date":"2022-07-22T09:36:20","date_gmt":"2022-07-22T09:36:20","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=4421"},"modified":"2023-01-03T15:50:29","modified_gmt":"2023-01-03T15:50:29","slug":"le-drive-to-store-explose-depuis-que-la-pandemie-recule","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/le-drive-to-store-explose-depuis-que-la-pandemie-recule\/","title":{"rendered":"Le Drive-to-Store explose depuis que la pand\u00e9mie recule"},"content":{"rendered":"<p>Il n\u2019y a pas que le shopping en ligne dans la vie. Les enseignes ne m\u00e9nagent pas leurs efforts, depuis la fin des restrictions sanitaires, pour faire revenir les clients dans leurs magasins physiques. C&rsquo;est ce que confirme notre \u00e9tude r\u00e9alis\u00e9e en avril 2022 et r\u00e9v\u00e9l\u00e9e en exclusivit\u00e9 par <a href=\"https:\/\/www.influencia.net\/\">INfluencia.<\/a><\/p>\n<p>Le\u00a0Drive-to-Store\u00a0est en plein essor depuis que la pand\u00e9mie recule. Ces actions marketing qui visent \u00e0\u00a0attirer les consommateurs dans les points de vente \u00ab\u00a0en dur\u00a0\u00bb\u00a0et \u00e0 g\u00e9n\u00e9rer du trafic dans les boutiques sont en plus en plus utilis\u00e9es par les marques. <strong>77% des annonceurs d\u00e9clarent ainsi avoir lanc\u00e9 des campagnes de ce type l\u2019ann\u00e9e derni\u00e8re et ils sont 72% \u00e0 vouloir accro\u00eetre leurs d\u00e9penses dans ce secteur en 2022. <\/strong>\u00ab\u00a0Le Drive-to-Store explose depuis que les magasins ont rouvert leurs portes, constate\u00a0Geoffrey Fossier, VP Marketing &amp; Communication de Hawk.\u00a0La fin des restrictions a provoqu\u00e9 un r\u00e9el regain d\u2019int\u00e9r\u00eat pour ce format.\u00a0\u00bb<\/p>\n<h5>Des outils divers et vari\u00e9s<\/h5>\n<p>Les outils utilis\u00e9s par les distributeurs ont beaucoup \u00e9volu\u00e9 ces derni\u00e8res ann\u00e9es.\u00a0\u00ab Historiquement le Drive-to-Store est tr\u00e8s li\u00e9 aux \u00e9crans num\u00e9riques mais les marques combinent aujourd\u2019hui diff\u00e9rents m\u00e9dias pour \u00eatre plus efficaces et toucher leurs clients tout au long de leur parcours d\u2019achat \u00bb, ajoute\u00a0Geoffrey Fossier.<\/p>\n<p>Les campagnes d\u2019affichage ext\u00e9rieur et les supports d\u2019affichage digitaux sont de plus en plus populaires aupr\u00e8s des annonceurs, surtout depuis l\u2019essor du DOOH programmatique qui leur permet de diffuser les bons messages, aux bons endroits et aux bons moments. \u00ab Ce m\u00e9dia repr\u00e9sente l\u2019entr\u00e9e du tunnel d\u2019achat des consommateurs.\u00a0L\u2019affichage permet en effet d\u2019int\u00e9grer la marque dans l\u2019esprit des consommateurs. L\u2019audio digital a, lui aussi, pris un tournant drastique durant la pand\u00e9mie. La diffusion de messages publicitaires durant des podcasts, sur des web-radios ou lors de streaming est tr\u00e8s efficace. Les messages envoy\u00e9s sur les smartphones cherchent, eux, \u00e0 amener l\u2019audience directement dans les magasins. Ces trois m\u00e9dias sont donc tr\u00e8s compl\u00e9mentaires. \u00bb<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4430 size-full\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR.png\" alt=\"\" width=\"1600\" height=\"5631\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR.png 1600w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR-85x300.png 85w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR-582x2048.png 582w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR-43x150.png 43w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR-768x2703.png 768w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/Hawk-Barometre-Drive-to-Store-FR-1080x3801.png 1080w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h5><\/h5>\n<h5>Des diff\u00e9rences notables<\/h5>\n<p>Les activations Drive-to-Store ont un impact diff\u00e9rent selon les enseignes et selon les industries. <strong>Le taux d\u2019uplift moyen, qui \u00e9value le nombre de mobinautes visiteurs du point de vente qui ne s\u2019y seraient pas rendus s\u2019ils n\u2019avaient pas vu la publicit\u00e9, atteint ainsi +84% dans l\u2019automobile, +61% dans la mode &amp; beaut\u00e9, +44% dans la banque &amp; assurance, +43% dans le B2B, et 11% dans la grande distribution.<\/strong><\/p>\n<p>Ces diff\u00e9rences s\u2019expliquent\u00a0facilement : tandis que les Fran\u00e7ais se rendent occasionnellement en concession automobile, ils fr\u00e9quentent les supermarch\u00e9s et grandes surfaces de fa\u00e7on quasi \u00ab\u00a0automatique\u00a0\u00bb. L\u2019impact d\u2019une campagne Drive-to-store sera donc naturellement plus important pour une concession qui verra une r\u00e9elle diff\u00e9rence. Le Drive-to-store peut, par contre, aider \u00e0 am\u00e9liorer l\u2019image des enseignes sur le long-terme.\u00a0La fid\u00e9lisation passe aussi par l\u00e0\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il n\u2019y a pas que le shopping en ligne dans la vie. Les enseignes ne m\u00e9nagent pas leurs efforts, depuis la fin des restrictions sanitaires, pour faire revenir les clients dans leurs magasins physiques. C&rsquo;est ce que confirme notre \u00e9tude r\u00e9alis\u00e9e en avril 2022 et r\u00e9v\u00e9l\u00e9e en exclusivit\u00e9 par INfluencia. Le\u00a0Drive-to-Store\u00a0est en plein essor depuis [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":4427,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[112],"tags":[],"class_list":["post-4421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hawk-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Drive-to-Store explose depuis que la pand\u00e9mie recule - Hawk<\/title>\n<meta name=\"description\" content=\"77% des annonceurs d\u00e9clarent avoir lanc\u00e9 des campagnes drive-to-store l\u2019ann\u00e9e derni\u00e8re et ils sont 72% \u00e0 vouloir accro\u00eetre leurs d\u00e9penses dans ce secteur en 2022.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hawk-tech.io\/fr\/le-drive-to-store-explose-depuis-que-la-pandemie-recule\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le Drive-to-Store explose depuis que la pand\u00e9mie recule - 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