{"id":66058,"date":"2025-10-20T04:36:00","date_gmt":"2025-10-20T04:36:00","guid":{"rendered":"https:\/\/www.akeneo.com\/blog\/5-ways-ai-impacts-hybrid-shopping\/"},"modified":"2026-02-16T13:14:44","modified_gmt":"2026-02-16T13:14:44","slug":"impact-ia-shopping-hybride","status":"publish","type":"post","link":"https:\/\/www.akeneo.com\/fr\/blog\/impact-ia-shopping-hybride\/","title":{"rendered":"Comment l\u2019IA transforme l\u2019exp\u00e9rience d\u2019achat entre digital et magasin"},"content":{"rendered":"\n \n
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\n Intelligence Artificielle<\/span>\n <\/div>\n

Comment l\u2019IA transforme l\u2019exp\u00e9rience d\u2019achat entre digital et magasin<\/h1>\n
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Le shopping hybride red\u00e9finit les parcours d\u2019achat en combinant digital et magasin. De la recherche visuelle \u00e0 la personnalisation, en passant par le checkout conversationnel et l\u2019optimisation des stocks, l\u2019intelligence artificielle transforme chaque \u00e9tape du parcours. \u00c0 condition de s\u2019appuyer sur des donn\u00e9es produits optimis\u00e9es et coh\u00e9rentes.<\/p>\n <\/div>\n <\/div>\n <\/div>\n

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Un m\u00eame acheteur peut comparer des prix sur son mobile, consulter des avis en magasin via un QR code, puis retrouver le produit plus tard dans son fil social. Ce parcours hybride, m\u00ealant digital et point de vente, est devenu la norme.<\/span><\/p>\n

Si 51% des consommateurs achetent via des marketplaces en ligne<\/a>, pr\u00e8s de la moiti\u00e9 effectuent \u00e9galement des achats en magasin, aupr\u00e8s d\u2019enseignes nationales ou locales. La capacit\u00e9 \u00e0 naviguer sans friction entre ces points de contact est d\u00e9sormais une attente standard.<\/span><\/p>\n

Derri\u00e8re cette fluidit\u00e9, un moteur joue un r\u00f4le central : l\u2019intelligence artificielle<\/a>.<\/span><\/p>\n

Qu\u2019est-ce que le shopping hybride?
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Le shopping hybride combine exp\u00e9riences en ligne et en magasin, permettant aux consommateurs de passer naturellement d\u2019un canal \u00e0 l\u2019autre.<\/a><\/span><\/p>\n

Un client peut rechercher un produit en ligne, l\u2019essayer en magasin, puis finaliser son achat via une application mobile. Ou l\u2019inverse. Des mod\u00e8les comme le Click & Collect<\/a> illustrent cette convergence entre simplicit\u00e9 digitale et rapidit\u00e9 physique.<\/span><\/p>\n

Pour les marques, cela suppose une coh\u00e9rence parfaite des informations produits et une exp\u00e9rience connect\u00e9e sur chaque point de contact. C\u2019est pr\u00e9cis\u00e9ment l\u00e0 que l\u2019IA intervient.<\/span><\/p>\n

Comment l\u2019IA am\u00e9liore le shopping hybride<\/b><\/h2>\n

1. Une d\u00e9couverte de produits plus intelligente<\/h3>\n

Dans un environnement hybride, trouver le bon produit ne doit pas relever du parcours du combattant.<\/span><\/p>\n

La recherche visuelle et vocale, aliment\u00e9e par l\u2019IA, simplifie cette \u00e9tape. Un consommateur peut photographier un article, d\u00e9crire un produit \u00e0 voix haute ou utiliser un langage naturel pour obtenir des r\u00e9sultats pertinents.<\/span><\/p>\n

IKEA<\/a>, par exemple, permet via son application<\/a> d\u2019identifier un meuble \u00e0 partir d\u2019une image et de proposer des alternatives ou produits compl\u00e9mentaires. Amazon<\/a> int\u00e8gre \u00e9galement la recherche vocale<\/a> directement dans son application.<\/span><\/p>\n

Pour des consommateurs alternant entre digital et magasin, ces fonctionnalit\u00e9s r\u00e9duisent l\u2019incertitude et fluidifient la d\u00e9couverte.<\/span><\/p>\n

2. Des exp\u00e9riences plus personnalis\u00e9es<\/h3>\n

L\u2019IA red\u00e9finit la personnalisation.<\/span><\/p>\n

En analysant les comportements de navigation, l\u2019historique d\u2019achat et d\u2019autres signaux comportementaux, les syst\u00e8mes intelligents anticipent les attentes. L\u2019application Virtual Artist de Sephora<\/a> illustre cette approche en recommandant des produits adapt\u00e9s au profil et aux pr\u00e9f\u00e9rences de l\u2019utilisateur.<\/span><\/p>\n

Entre 40% et 45% des consommateurs<\/a> d\u00e9clarent \u00eatre int\u00e9ress\u00e9s par des assistants IA, des outils vocaux ou des exp\u00e9riences immersives pour explorer les caract\u00e9ristiques produits.<\/span><\/p>\n

Cette personnalisation influence directement l\u2019acte d\u2019achat : 49% des consommateurs indiquent que les recommandations bas\u00e9es sur l\u2019IA<\/a> impactent leurs d\u00e9cisions.<\/span><\/p>\n\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n\n

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The Next Chapter of Commerce<\/h4>\n
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3. Un passage en caisse acc\u00e9l\u00e9r\u00e9 gr\u00e2ce \u00e0 l\u2019IA<\/h3>\n

Les interfaces conversationnelles \u00e9voluent vers de v\u00e9ritables canaux transactionnels.<\/span><\/p>\n

Des solutions comme Instant Checkout<\/a> permettent d\u2019int\u00e9grer la recommandation et l\u2019achat dans une m\u00eame interaction. Un consommateur peut obtenir un conseil produit et finaliser son achat sans quitter l\u2019interface conversationnelle.<\/span><\/p>\n

27% des consommateurs<\/a> d\u00e9clarent avoir d\u00e9j\u00e0 utilis\u00e9 ChatGPT pour effectuer un achat et seraient pr\u00eats \u00e0 renouveler l\u2019exp\u00e9rience. 30% suppl\u00e9mentaires se disent ouverts \u00e0 cette option si la protection des donn\u00e9es et des paiements est clairement garantie.<\/span><\/p>\n

Ce mod\u00e8le red\u00e9finit le r\u00f4le du canal conversationnel, mais pose \u00e9galement des enjeux strat\u00e9giques : ma\u00eetrise de l\u2019exp\u00e9rience de marque, gestion des retours et contr\u00f4le des parcours d\u2019upsell.<\/span><\/p>\n

4. Une gestion des stocks et de la supply chain optimis\u00e9e<\/h3>\n

L\u2019IA am\u00e9liore \u00e9galement la performance op\u00e9rationnelle.<\/span><\/p>\n

En analysant les donn\u00e9es de vente et les signaux en temps r\u00e9el, elle permet d\u2019anticiper la demande, de limiter les ruptures et de r\u00e9duire les surstocks. Cette synchronisation est essentielle dans un mod\u00e8le hybride o\u00f9 disponibilit\u00e9 produit et coh\u00e9rence omnicanale sont indissociables.<\/span><\/p>\n

Des groupes comme Unilever<\/a> utilisent l\u2019IA pour optimiser leur cha\u00eene d\u2019approvisionnement, ajuster leurs formulations et renforcer la durabilit\u00e9 sans compromettre la qualit\u00e9.<\/span><\/p>\n

L\u2019alignement entre marketing, logistique et merchandising devient plus pr\u00e9cis et r\u00e9actif.<\/span><\/p>\n

5. Des donn\u00e9es produits plus pr\u00e9cises et coh\u00e9rentes<\/h3>\n

La confiance repose sur la qualit\u00e9 des informations produits.<\/span><\/p>\n

77% des consommateurs d\u00e9clarent quitter un site si les d\u00e9tails produits, les prix ou les sp\u00e9cifications sont incomplets.<\/a> Dans un contexte hybride, toute incoh\u00e9rence entre les canaux fragilise l\u2019exp\u00e9rience.<\/span><\/p>\n

L\u2019IA contribue \u00e0 am\u00e9liorer la fiabilit\u00e9 des donn\u00e9es produits en d\u00e9tectant les erreurs, en compl\u00e9tant les attributs manquants et en harmonisant les informations issues de sources multiples.<\/span><\/p>\n

Des mod\u00e8les de machine learning peuvent analyser des catalogues fournisseurs, des avis clients ou des listings marketplace afin d\u2019identifier des \u00e9carts et d\u2019am\u00e9liorer la qualit\u00e9 des donn\u00e9es produits \u00e0 grande \u00e9chelle.<\/span><\/p>\n

Cette coh\u00e9rence renforce la confiance et facilite la d\u00e9cision d\u2019achat, qu\u2019elle ait lieu en ligne ou en magasin.<\/span><\/p>\n

L\u2019avenir du shopping hybride est pilot\u00e9 par l\u2019Intelligence Artificielle<\/h2>\n

\u00c0 mesure que le commerce digital et physique convergent, l\u2019IA devient un levier structurant de l\u2019exp\u00e9rience client.<\/span><\/p>\n

D\u00e9couverte enrichie, personnalisation avanc\u00e9e, checkout fluide, gestion optimis\u00e9e des stocks et fiabilit\u00e9 des donn\u00e9es produits : l\u2019IA soutient chaque \u00e9tape du parcours hybride.<\/span><\/p>\n

Cependant, sa performance d\u00e9pend directement de la qualit\u00e9 des donn\u00e9es produits sous-jacentes.<\/span><\/p>\n

Avec Akeneo PIM<\/a>, int\u00e9gr\u00e9 \u00e0 Akeneo Product Cloud<\/a>, les entreprises peuvent construire une fondation solide de donn\u00e9es produits structur\u00e9es, enrichies et gouvern\u00e9es. C\u2019est cette base qui permet \u00e0 l\u2019IA de cr\u00e9er des exp\u00e9riences coh\u00e9rentes, pertinentes et g\u00e9n\u00e9ratrices de valeur sur l\u2019ensemble des canaux.<\/span><\/p>\n\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n\n

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The Next Chapter of Commerce is Here.<\/h2>\n
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Discover how AI is transforming shopping, search, and product experiences, and why clean, structured data is the key to staying competitive in the next era of commerce.<\/p>\n <\/div>\n

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\n Learn More<\/span>Learn More<\/span>Learn More<\/span><\/a> <\/div>\n <\/div>\n <\/div>\n
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\n Venus Kamara<\/strong>, Content Marketing Intern <\/p>\n Akeneo<\/strong>\n <\/div>\n <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Le shopping hybride red\u00e9finit les parcours d\u2019achat en combinant digital et magasin. 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