{"id":14780,"date":"2019-02-15T09:15:08","date_gmt":"2019-02-15T14:15:08","guid":{"rendered":"https:\/\/live-pmp-vitrine-1.pantheonsite.io\/2024\/03\/11\/en-francois-cousi-partage-son-avis-dexpert-sur-lavenement-du-v-commerce\/"},"modified":"2024-04-10T15:42:30","modified_gmt":"2024-04-10T19:42:30","slug":"francois-cousi-partage-son-avis-d-expert-sur-l-avenement-du-v-commerce","status":"publish","type":"post","link":"https:\/\/pmpstrategy.com\/en\/2019\/02\/15\/francois-cousi-partage-son-avis-d-expert-sur-l-avenement-du-v-commerce\/","title":{"rendered":"[EN] Fran\u00e7ois Cousi partage son avis d\u2019expert sur l\u2019av\u00e8nement du v-commerce"},"content":{"rendered":"

Fran\u00e7ois Cousi, associ\u00e9 en charge du p\u00f4le digital et e-commerce chez PMP partage son avis d\u2019expert sur l\u2019av\u00e8nement du v-commerce (voice-commerce\/commerce vocal)<\/em><\/p>\n

Du c-commerce\u2026<\/strong><\/h2>\n

2017 a vu l\u2019\u00e9mergence du commerce conversationnel (c-commerce), et des chatbots dans le quotidien de la relation on-line avec le client : aide \u00e0 l\u2019achat personnalis\u00e9, assistance en temps r\u00e9el en cas de difficult\u00e9, etc. Les Phil Welcome d\u2019Accorhotels, ShopBot d\u2019Ebay, et autres chatbots de Blablacar font d\u00e9sormais partie du parcours clients.<\/p>\n

Mais ce sont surtout via les applications de messagerie (Facebook Messenger, Viber, WeChat, SnapChat) que le c- commerce a pris son envol, en permettant aux marques de vendre leurs produits directement sur celles-ci. \u00c0 tel point qu\u2019en Chine, WeChat, avec son milliard d\u2019utilisateurs, dont 83% ach\u00e8tent des produits en ligne, est devenu le passage oblig\u00e9 de tout l\u2019\u00e9cosyst\u00e8me du commerce chinois. 2017 a \u00e9galement vu l\u2019\u00e9mergence de nouveaux acteurs qui se positionnent sur les r\u00e9seaux sociaux, comme l\u2019e-commer\u00e7ant am\u00e9ricain Wish au 2,5 millions de produits vendus chaque jour, et d\u2019autres qui promeuvent une nouvelle forme de e-commerce bas\u00e9e sur le communautaire, comme Teeps en France.<\/p>\n

Nous n\u2019en sommes qu\u2019aux pr\u00e9mices de ces outils conversationnels et 2018 devrait voir le d\u00e9ploiement de ces outils qui restent, pour l\u2019instant, bas\u00e9s sur des logiques d\u2019arbres de d\u00e9cisions, o\u00f9 les cas d\u2019usages sont pr\u00e9configur\u00e9s et donc sans r\u00e9elle possibilit\u00e9 d\u2019adaptation ni de personnalisation.<\/p>\n

Que manque-t-il donc pour un vrai d\u00e9collage du commerce conversationnel ?<\/strong><\/h2>\n

Pr\u00e9cis\u00e9ment une capacit\u00e9 r\u00e9elle de converser de mani\u00e8re personnalis\u00e9e avec chaque internaute, en s\u2019adaptant en temps r\u00e9el au contenu de la conversation, ce qui repose sur l\u2019intelligence artificielle, ou encore parfois, le machine learning, et sur l\u2019analyse s\u00e9mantique. 2017 a certes \u00e9t\u00e9 l\u2019ann\u00e9e de l\u2019intelligence artificielle, mais davantage comme sujet de discussion que comme outil ma\u00eetris\u00e9.<\/p>\n

Les tests en cours permettent une acc\u00e9l\u00e9ration de l\u2019apprentissage de ce commerce conversationnel en mode intuitif. L\u2019enjeu pour les e-commer\u00e7ants est de s\u2019inscrire d\u00e8s maintenant dans cette approche test and learn<\/em> afin d\u2019acqu\u00e9rir suffisamment t\u00f4t l\u2019expertise technologique IA et la ma\u00eetrise de ces nouveaux parcours clients intuitifs pour pr\u00e9parer l\u2019\u00e9tape suivante qui se profile d\u00e9j\u00e0 : le v-commerce (voice-commerce ou commerce vocal).<\/p>\n

\u2026au v-commerce<\/strong><\/h2>\n

M\u00eame si la technologie supportant le v-commerce est encore au stade pr\u00e9liminaire, les outils Alexa d\u2019Amazon et Google Home ont d\u00e9j\u00e0 mobilis\u00e9 les retailers et sites de travel. Apr\u00e8s easyjet, qui utilise Alexa pour permettre \u00e0 ses passagers d\u2019acc\u00e9der au statut de leur vol depuis l\u2019\u00e9t\u00e9 2017, la Fnac Darty, Sephora et oui.sncf ont franchi le pas du commerce vocal via Google Assistant en mars 2018 <\/strong>\u2013 en mode test dans un premier temps, mais avec la volont\u00e9 affich\u00e9e par Google de d\u00e9ployer son module \u00ab Transactions \u00bb d\u2019ici fin 2018. Avec le d\u00e9veloppement de son concierge virtuel Chlo\u00e9, Fnac-Darty vise \u00e0 r\u00e9aliser 10% de son chiffre d\u2019affaires via le canal vocal.<\/p>\n

Selon certaines \u00e9tudes, le v-commerce pourrait g\u00e9n\u00e9rer 40 milliards de dollars dans le monde en 2022. Emballement ? Pas s\u00fbr, quand on sait que 56% des Fran\u00e7ais poss\u00e8dent d\u00e9j\u00e0 un assistant vocal dans un de leurs appareils digitaux.<\/p>\n

Que doivent faire les e-commer\u00e7ants ?<\/strong><\/h2>\n

\u00c0 partir de l\u00e0, se pose d\u00e8s maintenant la question pour les e-commer\u00e7ants de la r\u00e9allocation de leurs investissements digitaux : faut-il continuer \u00e0 investir fortement sur l\u2019optimisation du parcours client de leurs sites ? Faut-il programmer la mort annonc\u00e9e des sites desktops et commencer \u00e0 transf\u00e9rer les investissements sur ces technologiques de vocal \u2013 et surtout d\u2019IA qui sont le pr\u00e9requis du d\u00e9veloppement du v-commerce ? Que nous apprennent finalement les pionniers Fnac-Darty, Sephora et oui.sncf ? Le d\u00e9veloppement du v-commerce, encore exp\u00e9rimental, prendra certainement encore quelques ann\u00e9es, le temps d\u2019arriver \u00e0 une double maturit\u00e9 de la technologie et du consommateur. Mais dans l\u2019apprentissage de cette nouvelle technologie \u2013 et de ses supports comme l\u2019IA qui la soutiennent  \u2013  les acteurs qui se positionnent d\u00e8s maintenant en mode test and learn <\/em>sur le long terme cherchent clairement \u00e0 prendre le coup d\u2019avance <\/strong>qui leur permettra d\u2019\u00eatre plus pr\u00eats et plus performants que leurs concurrents le jour o\u00f9 ce mode de commerce d\u00e9collera.<\/p>\n

Un petit coup d\u2019\u0153il dans le r\u00e9troviseur nous montre que ceux qui ont investi le plus t\u00f4t dans les technologies faisant bouger les lignes du e-commerce ont su capter le march\u00e9 : m-commerce (Booking), personnalisation (Amazon), recommandation (Tripadvisor), c-commerce (WeChat)\u2026<\/p>\n

La vitesse de passage au v-commerce est encore incertaine aujourd\u2019hui, de m\u00eame que son p\u00e9rim\u00e8tre pertinent d\u2019application. Arriver \u00e0 acqu\u00e9rir la ma\u00eetrise des technologies d\u2019IA et d\u2019analyse s\u00e9mantique qui le sous-tendent est, en revanche, un enjeu incontournable. La mise en place d\u00e8s maintenant d\u2019une approche test and learn<\/em> sur ces technologies, par la r\u00e9alisation de proof of concepts<\/em> et par un d\u00e9ploiement progressif de leur utilisation, est cl\u00e9 pour \u00eatre pr\u00eat au bon moment, dans le bon \u00ab time to market \u00bb.<\/p>\n

 <\/em><\/strong> Fran\u00e7ois COUSI, <\/em>Associ\u00e9 de PMP<\/em><\/p>\n

 <\/p>\n

\"francois<\/p>\n

Fran\u00e7ois Cousi a exerc\u00e9 des fonctions de management op\u00e9rationnel pendant 10 ans dans le retail. Notamment au sein de la Fnac o\u00f9 il a particip\u00e9 \u00e0 la refonte du concept magasin et au lancement d\u2019a<\/em><\/strong>ctivit\u00e9s digitales (fnacphoto.com\u2026). Il a \u00e9galement \u00e9t\u00e9 Directeur G\u00e9n\u00e9ral d\u2019une cha\u00eene de supermarch\u00e9s bio, Bio C\u2019Bon. Fran\u00e7ois Cousi a rejoint PMP en 2010 pour d\u00e9velopper l\u2019activit\u00e9 Digital et e-commerce. Il conseille des acteurs leaders du retail, du travel et de<\/em><\/strong><\/p>\n

s services dans la d\u00e9finition de leur strat\u00e9gie digitale\/omni-canal, la cr\u00e9ation de nouveaux business models digitaux (marketplaces, mod\u00e8les de pricing, nouveaux services digitaux, d\u00e9sinterm\u00e9diation, diversification\u2026) et l\u2019am\u00e9lioration de leur performance e-commerce (audit 360\u00b0 – acquisition, conversion, UX, repeat business, NPS, data management \/ IA). Il accompagne ses clients dans la transformation digitale de leur organisation. Il intervient \u00e9galement en tant qu\u2019expert sur les sujets de concept magasin et de marketing B2C.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Fran\u00e7ois Cousi, associ\u00e9 en charge du p\u00f4le digital et e-commerce chez PMP partage son avis d\u2019expert sur l\u2019av\u00e8nement du v-commerce (voice-commerce\/commerce vocal) Du c-commerce\u2026 2017 a vu l\u2019\u00e9mergence du commerce…<\/p>\n","protected":false},"author":13,"featured_media":18312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[101,1],"tags":[],"class_list":{"0":"post-14780","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-actu-en","8":"category-non-classifiee"},"yoast_head":"\n[EN] Fran\u00e7ois Cousi partage son avis d\u2019expert sur l\u2019av\u00e8nement du v-commerce - PMP Strategy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pmpstrategy.com\/en\/2019\/02\/15\/francois-cousi-partage-son-avis-d-expert-sur-l-avenement-du-v-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[EN] Fran\u00e7ois Cousi partage son avis d\u2019expert sur l\u2019av\u00e8nement du v-commerce - 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