{"id":63616,"date":"2025-08-18T07:34:00","date_gmt":"2025-08-18T07:34:00","guid":{"rendered":"https:\/\/www.akeneo.com\/blog\/brands-back-to-school\/"},"modified":"2025-08-19T13:20:04","modified_gmt":"2025-08-19T13:20:04","slug":"experience-client-omnicanale-rentree-2025","status":"publish","type":"post","link":"https:\/\/www.akeneo.com\/fr\/blog\/experience-client-omnicanale-rentree-2025\/","title":{"rendered":"Rentr\u00e9e 2025 : le secret d\u2019une exp\u00e9rience client omnicanale r\u00e9ussie"},"content":{"rendered":"\n  \n<section id=\"hero-block_530d25fb13f714fb84b9eae1b9ccc01e\" class=\"hero  py-0\">\n            <div class=\"container\">\n            <div class=\"row\">\n                <div class=\"col-12\">\n                    <div class=\"hero-inner hero-inner-blue\">\n                        <div class=\"row align-items-center g-3\">\n                            <div class=\"col-lg-6\">\n                                <div class=\"hero-content\">\n                                                                            <div class=\"hero-tags\">\n                                            <span class=\"tag tag-white\">Tendances Retail<\/span>\n                                        <\/div>\n                                                                        <h1 class=\"hero-title\">Rentr\u00e9e 2025 : le secret d\u2019une exp\u00e9rience client omnicanale r\u00e9ussie<\/h1>\n                                    <div class=\"hero-text\">\n\n                                        <p>\u00c0 l\u2019approche de la rentr\u00e9e 2025, nous explorons l\u2019\u00e9quilibre entre interactions en magasin et exp\u00e9riences en ligne, et le facteur cl\u00e9 qui permet d\u2019offrir une v\u00e9ritable exp\u00e9rience omnicanale.<\/p>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                                                            <div class=\"col-lg-6\">\n                                    <div class=\"hero-image\">\n                                        <img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2023\/08\/AdobeStock_634995109-scaled.jpeg\" class=\"attachment-full size-full wp-post-image\" alt=\"\" \/>                                    <\/div>\n                                                                <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n  \n\n\n<div class=\"mb-2\">\n<div class=\"press-copy\">\n<p data-start=\"848\" data-end=\"1188\">La saison des achats de rentr\u00e9e d\u00e9bute chaque ann\u00e9e un peu plus t\u00f4t. Si vous \u00eates une marque ou un distributeur et que vous n\u2019avez pas encore commenc\u00e9 \u00e0 vous pr\u00e9parer, vous risquez d\u00e9j\u00e0 d\u2019\u00eatre en retard.<\/p>\n<p data-start=\"1190\" data-end=\"1342\">Contrairement \u00e0 d\u2019autres p\u00e9riodes commerciales, les achats de rentr\u00e9e ont toujours eu une particularit\u00e9 :<strong> ils se font en grande partie en magasin.<\/strong><\/p>\n<p data-start=\"1344\" data-end=\"1878\">Certes, beaucoup de parents commencent par parcourir Amazon ou v\u00e9rifier quelles marques sont disponibles dans leur magasin de fournitures scolaires. Mais <a href=\"https:\/\/capitaloneshopping.com\/research\/back-to-school-shopping-statistics\/#:~:text=Most%20consumers%20start%20their%20K,shoppers%20shop%20at%20department%20stores\">pr\u00e8s de la moiti\u00e9 des acheteurs de rentr\u00e9e se rendent dans un grand magasin chaque ann\u00e9e<\/a>. Aussi essentielle que soit l\u2019exp\u00e9rience produit digitale (et elle l\u2019est ind\u00e9niablement), vos clients attendent une exp\u00e9rience tout aussi convaincante en point de vente. Les d\u00e9cevoir sur ce point, c\u2019est risquer des ventes perdues, des retours suppl\u00e9mentaires et une baisse de satisfaction.<\/p>\n<p data-start=\"1880\" data-end=\"2121\">Que vous cherchiez \u00e0 s\u00e9duire les parents qui s\u2019y prennent \u00e0 la derni\u00e8re minute ou que vous pr\u00e9pariez d\u00e9j\u00e0 les f\u00eates et le Black Friday, voici trois leviers pour offrir une exp\u00e9rience produit coh\u00e9rente et engageante, quel que soit le canal.<\/p>\n<h2>3 conseils pour optimiser l\u2019exp\u00e9rience produit en magasin<\/h2>\n<h3>1. Donner aux vendeurs en magasin un acc\u00e8s \u00e0 des informations produits fiables<\/h3>\n<p data-start=\"149\" data-end=\"215\">\u00ab Quand ces stylos \u00e0 bille seront-ils de nouveau disponibles ? \u00bb<\/p>\n<p data-start=\"149\" data-end=\"215\">\u00ab O\u00f9 puis-je trouver un cartable r\u00e9sistant et imperm\u00e9able ? \u00bb<\/p>\n<p data-start=\"284\" data-end=\"346\">\u00ab Quelle calculatrice est autoris\u00e9e pour le baccalaur\u00e9at ? \u00bb<\/p>\n<p data-start=\"2408\" data-end=\"2685\">Les vendeurs en magasin r\u00e9pondent \u00e0 ce type de questions en permanence. Leur meilleur outil, au-del\u00e0 de leur sens du service, reste l\u2019acc\u00e8s \u00e0 des informations produits fiables : disponibilit\u00e9, mat\u00e9riaux, prix, promotions, d\u00e9clinaisons, impact environnemental, garanties, etc.<\/p>\n<p data-start=\"2687\" data-end=\"2725\">Des vendeurs bien inform\u00e9s peuvent :<\/p>\n<ul data-start=\"2726\" data-end=\"3031\">\n<li data-start=\"2726\" data-end=\"2802\">\n<p data-start=\"2728\" data-end=\"2802\">Identifier des opportunit\u00e9s de vente additionnelle (cross-sell, upsell).<\/p>\n<\/li>\n<li data-start=\"2803\" data-end=\"2885\">\n<p data-start=\"2805\" data-end=\"2885\">Proposer une assistance personnalis\u00e9e, cr\u00e9ant une exp\u00e9rience d\u2019achat positive.<\/p>\n<\/li>\n<li data-start=\"2886\" data-end=\"2938\">\n<p data-start=\"2888\" data-end=\"2938\"><a href=\"https:\/\/www.akeneo.com\/blog\/post-holiday-returns\/\">R\u00e9duire les retours<\/a> gr\u00e2ce \u00e0 des conseils pr\u00e9cis.<\/p>\n<\/li>\n<li data-start=\"2939\" data-end=\"3031\">\n<p data-start=\"2941\" data-end=\"3031\">Renforcer la confiance et la fid\u00e9lit\u00e9, en repr\u00e9sentant la marque avec professionnalisme.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3033\" data-end=\"3273\">Mais fournir ce niveau d\u2019information n\u2019est possible qu\u2019avec une base de donn\u00e9es centralis\u00e9e et \u00e0 jour, capable d\u2019alimenter en temps r\u00e9el les partenaires et magasins physiques.\u00a0<\/p>\n<p data-start=\"3275\" data-end=\"3428\">Un <strong data-start=\"3278\" data-end=\"3332\">flux continu et centralis\u00e9 d\u2019informations produits<\/strong> est essentiel pour \u00e9quiper les \u00e9quipes en magasin et garantir une exp\u00e9rience client homog\u00e8ne.<\/p>\n<h3><b>2. Communiquer vos valeurs de marque partout<\/b><\/h3>\n<p data-start=\"3486\" data-end=\"3653\">Qu\u2019un client visite votre site E-Commerce, tombe sur vos produits sur Amazon ou les d\u00e9couvre en rayon, vos valeurs de marque doivent \u00eatre visibles et coh\u00e9rentes.<\/p>\n<p data-start=\"3655\" data-end=\"3926\">Des packagings et supports marketing mettant en avant vos engagements (durabilit\u00e9, diversit\u00e9, inclusion) cr\u00e9ent un lien authentique avec les consommateurs. <a href=\"https:\/\/www.akeneo.com\/fr\/white-paper\/resultats-enquete-2023-b2c\/\">Deux cinqui\u00e8mes d\u2019entre eux se disent pr\u00eats \u00e0 payer plus cher pour une marque qui exprime clairement ses valeurs.<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Exemple : <a href=\"https:\/\/patagonia.com\">Patagonia<\/a>.<\/span><\/p>\n<p data-start=\"3928\" data-end=\"4042\">La marque int\u00e8gre ses engagements environnementaux et sociaux dans chaque interaction :<\/p>\n<ul data-start=\"4043\" data-end=\"4301\">\n<li data-start=\"4043\" data-end=\"4106\">\n<p data-start=\"4045\" data-end=\"4106\">Messages sur les \u00e9tiquettes incitant \u00e0 r\u00e9parer ou recycler.<\/p>\n<\/li>\n<li data-start=\"4107\" data-end=\"4196\">\n<p data-start=\"4109\" data-end=\"4196\">Site web d\u00e9taillant la cha\u00eene d\u2019approvisionnement et les campagnes environnementales.<\/p>\n<\/li>\n<li data-start=\"4197\" data-end=\"4301\">\n<p data-start=\"4199\" data-end=\"4301\">Outil \u00ab<a href=\"https:\/\/www.patagonia.com\/our-footprint\/\"> Footprint Chronicle<\/a><a href=\"https:\/\/www.patagonia.com\/our-footprint\/\">s<\/a> \u00bb permettant de suivre l\u2019impact environnemental et social d\u2019un produit.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4303\" data-end=\"4427\">R\u00e9sultat : chaque point de contact refl\u00e8te la mission et les valeurs de la marque, renfor\u00e7ant la confiance et la fid\u00e9lit\u00e9.<\/p>\n<div class=\"content-image\"><img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2023\/08\/pattag-scaled.jpg\" alt=\"Patagonia tag\" \/><\/div>\n<p><em>Source: https:\/\/thepuregear.com\/review\/light-and-variable-boardshorts\/<\/em><\/p>\n<div class=\"content-image\"><img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2023\/08\/Screenshot-2023-08-21-at-5.34.22-PM.png\" alt=\"Patagonia Footprint Chronicles\" \/><\/div>\n<h3>Cr\u00e9er des parcours hybrides coh\u00e9rents<\/h3>\n<p><span style=\"font-weight: 400;\">Les consommateurs ne veulent pas seulement du digital, ni uniquement du physique. En r\u00e9alit\u00e9, 73% <\/span>d\u2019entre eux utilisent plusieurs points de contact dans leur parcours d\u2019achat, et en moyenne, ils souhaitent<a href=\"https:\/\/www.uniformmarket.com\/statistics\/omnichannel-shopping-statistics\"> au moins six interactions avant d\u2019acheter<\/a>.<\/p>\n<p data-start=\"4734\" data-end=\"4961\">En combinant la praticit\u00e9 du digital et la proximit\u00e9 du magasin, les parcours hybrides renforcent la fid\u00e9lit\u00e9 et la confiance. Mais cela exige une gestion rigoureuse et coh\u00e9rente des informations produits sur tous les canaux.<\/p>\n<h2 data-start=\"4968\" data-end=\"5024\">La checklist pour une exp\u00e9rience omnicanale r\u00e9ussie<\/h2>\n<p data-start=\"5026\" data-end=\"5222\">Le socle de ces parcours hybrides est l\u2019information produit. Elle alimente l\u2019exp\u00e9rience digitale comme l\u2019exp\u00e9rience physique, et permet aux clients de prendre des d\u00e9cisions rapides et \u00e9clair\u00e9es.<\/p>\n<p data-start=\"5224\" data-end=\"5476\">Un <a style=\"font-size: revert; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\" href=\"https:\/\/www.akeneo.com\/fr\/what-is-a-pim\/\">PIM (Product Information Management)<\/a> regroupe toutes les donn\u00e9es produits (dimensions, couleurs, prix, disponibilit\u00e9, conformit\u00e9). Il garantit la coh\u00e9rence, limite les erreurs et facilite la diffusion multicanale.<\/p>\n<p data-start=\"208\" data-end=\"538\">C\u2019est particuli\u00e8rement critique \u00e0 la rentr\u00e9e, une p\u00e9riode o\u00f9 les comparaisons sont rapides et les d\u00e9cisions d\u2019achat se prennent en quelques secondes. La moindre incoh\u00e9rence entre une description en ligne et le produit disponible en magasin peut semer la confusion, entra\u00eener une perte de ventes et g\u00e9n\u00e9rer des retours \u00e9vitables.<\/p>\n<p data-start=\"540\" data-end=\"621\">Un <strong data-start=\"543\" data-end=\"583\">r\u00e9f\u00e9rentiel central enrichi par l\u2019IA<\/strong> permet d\u2019aller beaucoup plus loin :<\/p>\n<ul data-start=\"622\" data-end=\"1233\">\n<li data-start=\"622\" data-end=\"715\">\n<p data-start=\"624\" data-end=\"715\"><strong data-start=\"624\" data-end=\"663\">Combler automatiquement les lacunes<\/strong> dans les donn\u00e9es produits, m\u00eame \u00e0 grande \u00e9chelle.<\/p>\n<\/li>\n<li data-start=\"716\" data-end=\"852\">\n<p data-start=\"718\" data-end=\"852\"><strong data-start=\"718\" data-end=\"775\">Adapter les contenus aux sp\u00e9cificit\u00e9s de chaque canal<\/strong> (site e-commerce, marketplace, magasin physique) sans retraitement manuel.<\/p>\n<\/li>\n<li data-start=\"853\" data-end=\"1018\">\n<p data-start=\"855\" data-end=\"1018\"><strong data-start=\"855\" data-end=\"893\">D\u00e9tecter et corriger les anomalies<\/strong> avant qu\u2019elles n\u2019affectent l\u2019exp\u00e9rience client (sp\u00e9cification manquante, erreur de cat\u00e9gorie, information contradictoire).<\/p>\n<\/li>\n<li data-start=\"1019\" data-end=\"1233\">\n<p data-start=\"1021\" data-end=\"1233\"><strong data-start=\"1021\" data-end=\"1058\">Optimiser en continu les contenus<\/strong> gr\u00e2ce \u00e0 l\u2019analyse des performances pass\u00e9es : mettre en avant la durabilit\u00e9 pour les cartables, valoriser les mat\u00e9riaux \u00e9co-responsables pour les fournitures scolaires, etc.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1235\" data-end=\"1574\">En combinant centralisation et intelligence artificielle, les marques et distributeurs disposent d\u2019informations produits fiables, homog\u00e8nes et toujours \u00e0 jour. Cela leur permet de r\u00e9duire les risques d\u2019erreurs, d\u2019acc\u00e9l\u00e9rer la mise en march\u00e9 et d\u2019offrir une exp\u00e9rience d\u2019achat coh\u00e9rente et convaincante, quel que soit le point de contact.<\/p>\n<\/div>\n<h2 data-start=\"116\" data-end=\"131\">Conclusion<\/h2>\n<p data-start=\"133\" data-end=\"444\">La rentr\u00e9e est une p\u00e9riode d\u00e9cisive pour les marques et distributeurs : les attentes des consommateurs sont \u00e9lev\u00e9es, les comparaisons rapides et les d\u00e9cisions imm\u00e9diates. Dans ce contexte, disposer d\u2019informations produits centralis\u00e9es, fiables et enrichies par l\u2019IA n\u2019est plus un avantage, mais une n\u00e9cessit\u00e9.<\/p>\n<p data-start=\"446\" data-end=\"772\">Un PIM associ\u00e9 \u00e0 l\u2019intelligence artificielle permet non seulement de garantir la coh\u00e9rence et la pr\u00e9cision des donn\u00e9es, mais aussi de gagner en agilit\u00e9 et en r\u00e9activit\u00e9. C\u2019est la cl\u00e9 pour r\u00e9duire les erreurs, fluidifier les parcours d\u2019achats et r\u00e9pondre aux exigences croissantes des consommateurs, en ligne comme en magasin.<\/p>\n<p data-start=\"774\" data-end=\"992\">En investissant dans une gestion centralis\u00e9e et intelligente des informations produits, vous pr\u00e9parez votre marque \u00e0 r\u00e9ussir la rentr\u00e9e, et \u00e0 cr\u00e9er des exp\u00e9riences omnicanales durables, bien au-del\u00e0 de cette saison.<\/p>\n<\/div>\n\n\n<section class=\"py-3 py-md-6  \">\n        <div class=\"container\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <div class=\"cta px-lg-8 py-3 bg-secondary\">\n                    <div class=\"cta-content\">\n                                                    <h2 class=\"cta-title text-gray-100\">Are you ready to take the next step?<\/h2>\n                                                                            <div class=\"cta-text text-gray-100\">\n                                <p>Our Akeneo Experts are here to answer all the questions you might have about our products and help you to move forward on your PX journey.<\/p>\n                            <\/div>\n                                                                            <div class=\"cta-buttons\">\n                                                                    <div>\n                                        <a class=\"btn-lg btn btn-primary\" href=\"https:\/\/www.akeneo.com\/demo\/\"><span class=\"initial text\">Request a Demo<\/span><span class=\"background-text\">Request a Demo<\/span><span class=\"hovered text\">Request a Demo<\/span><\/a>                                    <\/div>\n                                                            <\/div>\n                                            <\/div>\n                                                                        <div class=\"cta-image\">\n                                <img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2022\/01\/Web-assets-Call-to-Action-large-get-in-contact@2x.png\" alt=\"\">\n                            <\/div>\n                                                            <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<div id=\"blog-author-block_28c0ce0dce784650f7725081c9af7f50\" class=\"blog-author\">\n  <div class=\"author mt-2 mt-md-5\">\n                  <div class=\"author-pic\">\n          <img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2022\/11\/IMG_9134-e1658429320534-150x150-1-e1670014639182.jpeg\" alt=\"\">\n        <\/div>\n                    <div class=\"author-info\">\n                  <p>\n            <strong>Casey Paxton<\/strong>, Content Marketing Manager          <\/p>\n                          <strong>Akeneo<\/strong>\n              <\/div>\n      <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>\u00c0 l\u2019approche de la rentr\u00e9e 2025, nous explorons l\u2019\u00e9quilibre entre interactions en magasin et exp\u00e9riences en ligne, et le facteur cl\u00e9 qui permet d\u2019offrir une v\u00e9ritable exp\u00e9rience omnicanale.<\/p>\n","protected":false},"author":17,"featured_media":37939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[1569],"tags":[1764,1371,1461,1765,1496],"class_list":["post-63616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rentr\u00e9e 2025 : le secret d\u2019une exp\u00e9rience client omnicanale r\u00e9ussie | Akeneo<\/title>\n<meta name=\"description\" content=\"Pr\u00e9parez la rentr\u00e9e 2025 avec des exp\u00e9riences produits omnicanales coh\u00e9rentes 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