Activation Commerciale

(Auteur : Bertrand Leseigneur)
On parle tout le temps d’expérience client dans les magasins, mais les espaces de restauration et les bars aussi essayent d’innover.

Réinventer l’expérience client dans un bar

Nous avons déjà parlé ici du cas Eatsa pour la restauration rapide, voici maintenant le cas d’un bar de Brooklyn: le Randolph Beer Bar et son Beer ATM. Qui n’a jamais eu à attendre 15mn que le barman daigne vous jeter un coup d’oeil pour prendre votre commande dans un bar bondée. C’est le problème auquel s’attache Randolph Beer Bar avec son nouveau système de service par le client.

Dans ce bar, 24 bières sont proposées en self-service. Pour utiliser ce système il suffit simplement d’aller au bar pour échanger sa carte bancaire contre une carte RFID du bar… un verre à bière. Vous pouvez alors aller au mur de bières. Les 24 bières sont toutes équipées d’un mini-écran sur lequel vous pouvez découvrir des informations.

Une fois que vous avez décidé de la bière que vous dégusterez, il suffit simplement de placer la carte RFID du bar sur le petit réceptacle devant l’écran afin de vous servir en bière. Énorme avantage, vous ne payez que pour la quantité que vous verserez dans votre verre. Vous pouvez ainsi tester des bières sans avoir à remplir un verre entier. Vous pouvez aussi bien sur comme vous le voyez, remplir un verre entier et payer le prix en fonction de la quantité.

Le barman reste présent bien sur pour toutes les commandes de bières un peu plus sophistiquées ou pour les alcools forts et cocktails. La technologie et l’expérience client permettent ainsi de répondre à plusieurs problèmes des clients tout en permettant au barman de montrer ses vraies compétences. Quand vous souhaitez quitter le bar, il vous suffit de présenter votre carte RFID au barman qui pourra alors lire le contenu de votre commande et vous faire payer avec votre carte bancaire. Intelligent et novateur.

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(Author : Daphne Howland)
Walmart’s latest e-commerce acquisition will be a takeover of menswear site Bonobos for $310 million in cash, a deal that’s been rumored for months, the brick-and-mortar retail giant announced Friday.

Walmart buys Bonobos for $310 million

Unlike many startups, Bonobos, founded in 2007 by co-founders Andy Dunn (who in 2015 returned as CEO) and Brian Spaly (who founded Trunk Club and this year left the concierge service, now owned by Nordstrom) generates a profit and enjoys $150 million in annual sales, raising about $127 million to date from investors including Accel Partners, Lightspeed Venture Partners and Nordstrom.

Dunn will remain to oversee the Walmart’s collection of digitally-native vertical brands, reporting to U.S. e-commerce chief Marc Lore, according to a Walmart press release. The startup joins online shoe retailer Shoebuy (a challenge to Amazon’s Zappos), online outdoor retailer Moosejaw, and vintage-inspired online women’s apparel seller Modcloth in a string of acquisitions by the brick-and-mortar retail giant under Lore since its $3.3 billion purchase of Lore’s last year.

The payoff from Walmart’s recent acquisitions, starting with Jet, has been swift: In its most recent quarter, Walmart’s e-commerce sales ballooned 63% with an attendant 69% rise in digital gross merchandise volume. But the new numbers that Wal-Mart is delivering in the digital space aren’t just thanks to Jet or its widely heralded pricing algorithm. The brick-and-mortar stalwart, with Jet founder Marc Lore at the helm as its new U.S. e-commerce chief, has also been gobbling up pure-play specialty retailers at a rapid clip.

These new brands help Walmart improve the experience for existing customers and extend its reach to new customers, Ravi Jariwala, senior director of public relations at, told Retail Dive last month. Bonobos in particular has branched into brick and mortar, devising Bonobos Guideshops that provide opportunities to see, feel and try on clothes; Bonobos now has 35 Guideshops across the United States and in 118 Nordstrom stores and on 

“We’re seeing momentum in the business as we expand our value proposition with customers and it’s incredible to see how fast we’re moving,” Lore said in a statement Friday. “Adding innovators like Andy will continue to help us shape the future of Walmart, and the future of retail. I’m thrilled to welcome Andy and the entire Bonobos team. They’ve created an amazing product and customer experience, and that will not change. In fact, Andy will be a great influence on the company, especially in leading our collection of exclusive brands offered online.”

For Dunn’s part, the acquisition is an opportunity to work with a mentor and “become the market leader in all of premium menswear,” Dunn wrote in a blog post. “Marc is the best in the world at building upstart third-party brand e-commerce properties. He and I will now leverage our combined know-how and, with the biggest company in the world behind us, take on creating the leading vertical e-commerce platform.”

Those new customers are in demographic groups that don’t generally frequent Wal-Mart stores; the average Wal-Mart customer is less wealthy and quite a bit older than those typically shopping at Target and Amazon. The company has had difficulty in the past moving beyond that core base.

In addition to more digital sales and an expanded customer base, the startups are providing talent and technology, Keith Anderson, VP of strategy and insights at retail intelligence firm Profitero, told Retail Dive. “They have access to brands, buying teams … they have merchants and software engineers that might not move to Bentonville or Silicon Valley,” he said. “It probably has as much to do with creating a safe landing for companies that didn’t have a path forward as independent entities, but had a nice search authority.”

Indeed, as with Dunn’s planned role at Walmart, Shoebuy CEO ​Mike Sorabella now heads up footwear for all of Wal-Mart’s e-commerce, including and, while Moosejaw CEO Eoin Comerford similarly runs the company’s outdoor e-commerce vertical. That means that brands that may want to sell through Wal-Mart have enhanced opportunities too, with options to sell through one site or another (or more), Jariwala said.

Walmart has made it clear that the brands will continue as standalone sites, and executives from those companies have sought to ensure loyal customers that little will change. And it’s not likely to, Kelly-Jo Sands, EVP of marketing technology at marketing firm Ansira, told Retail Dive. “If you tie [Wal-Mart and Modcloth] too closely together, you might see a fanatic backlash, but you might also see expectations of the prices to come down.”

The new brands are unlikely to take part in some of Lore’s e-commerce solutions. To combat high last-mile delivery costs, for example, Wal-Mart now provides discounts on items bought online but picked up store. While it’s very likely that many Bonobos or Modcloth customers live near a Wal-Mart store, however, offering in-store pick up could invite branding and pricing conundrums for the “always low prices” juggernaut.

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(Author : : Ellen Smith)
Grocery vending machines have taken over a Walmart parking lot in Oklahoma as the superstore chain experiments with alternative grocery shopping methods.

Walmart Has Implimented a Giant Grocery-Dispensing Self-Serve Kiosk

The giant self-serve kiosk allows customers to pick up their groceries without waiting in lines, or interacting with employees. Customers pick and pay for their groceries online, while store employees gather and pick the selected items, placing them in storage bins. When the customer arrives at the kiosk, they simply enter their pick-up code, and their groceries will appear within a minute.

This grocery vending machine is open 24/7 and can fulfill hundreds of orders a day. The kiosk provides convenience and efficiency, limiting a sometimes hours-long excursion to just a few minutes. Ideal for busy families, or lovers of efficiency, Walmart’s kiosk could revolutionize the grocery market, creating an experience with as little human interaction as possible.

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(Author : Deena M Amato-McCoy)
Walmart has a new delivery team dropping off customers’ online orders — but they don’t work for a major shipping company or third-party delivery venture.

Walmart leverages ‘employees’ for last-mile delivery initiative

The retail giant is testing a new delivery concept that leverages its own store employees to drop off online orders right at customers’ front doors. The new program is designed to solve the challenges associated with the last-mile of delivery, which include “cutting shipping costs and getting packages to their final destinations faster and more efficiently,” said Walmart’s U.S. digital chief Marc Lore.

The opt-in program, which is app-based, enables employees to set preferences, including how many packages they can deliver, the size and weight limits of those parcels, and which days they’re able to make deliveries after their work shift ends. The app also tries to minimize the collective distance associates need to travel off of their commute when making a delivery.

“Associates are fully in control of their experience. If they don’t want to participate, they don’t have to,” he said. “They can choose to opt in, and they can update those preferences at any time.” The program is a strategic way to combat Amazon’s signature same-day delivery services. Between a network of 4,700 Walmart stores across the U.S. and more than 1 million associates, “our stores put us within 10 miles of 90% of the U.S. population,” Lore said. “Now imagine all the routes our associates drive to and from work, and the houses they pass along the way,” he added. “It’s easy to see why this test could be a game-changer.” The test is currently available in two New Jersey stores, and one in northwest Arkansas. Many orders are being delivered the next day.

Walmart associates are being paid to participate in the program, however the chain did not reveal their compensation, “Associates love having the option to earn more cash while doing something that’s already part of their daily routine,” Lore reported. “An unexpected benefit is they’re finding quicker routes home, thanks to the GPS built into our proprietary app.”

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(Auteur :  Bertrand Leseigneur)
Dans le cadre de la rénovation d’un de ses magasins new yorkais, la marque Victoria’s Secret vient d’ouvrir les portes de son propre musée de lingerie.

Le musée secret de Victoria’s Secret

La lingerie selon Victoria’s Secret est un show. Le musée permet donc de découvrir les tenues célèbres ainsi que les secrets de fabrication de ses tenues. Dans ce magasin, vous pouvez donc faire votre shopping entre des sous-vêtements à $28 et un soutien-gorge à $3 millions.

L’exposition reprend tous les éléments du dernier show Victoria’s Secret à Paris. Pour bien comprendre la complexité de fabrication de la lingerie portée par les mannequins de la marque, un atelier de confection a été introduit dans le musée pour montrer les différentes étapes de création et de confection de ces “œuvres“. Et si, bien sur votre objectif final est de devenir une des fameuses “angels” de la marque, vous pourrez poser en photo pour votre compte Instagram avec une paire d’ailes Victoria’s Secret sur le dos.

Le musée secret de Victoria’s Secret1

Belle manière de montrer son histoire et de créer une image de marque encore plus envoûtante.

Source : soparticular

(Auteur : Matthieu JOLLY)
Après les heures fastes de General Motors, Eminem ou Motown Records, Detroit rayonne de nouveau grâce à la marque lifestyle Shinola. Au cœur de cette réussite, un positionnement Made in Detroit assumé et revendiqué.


Transformer une marque popularisée pendant la Seconde Guerre mondiale par les soldats américains grâce à l’expression « you don’t know shit about Shinola » en une marque tendance et branchée. Tel est le défi auquel s’est confronté Tom Kartsotis, le fondateur des montres Fossil, en rachetant Shinola en 2011. Et ça marche … la marque compte ainsi deux anciens présidents américains parmi ses clients : Bill Clinton et Barack Obama ! Elle doit son succès à un positionnement simple : le made in Detroit. Concrètement, tous les composants proviennent, dans leur très grande majorité des États-Unis et sont assemblés à Detroit.

Le choix de cette ville, sinistrée par la crise des subprimes, n’a rien d’innocent. En effet, l’industrie automobile a laissé un grand nombre d’employés sur le carreau offrant à Shinola une abondante main d’œuvre qualifiée. Depuis son installation dans l’ancien centre de recherche et développement de General Motors, la marque a créé plus de six cent emplois. Consciente de son impact positif sur le bassin d’emploi, Shinola affiche, au sein de ses quelques trente points de vente – dont un seul hors du continent américain (à Londres), les portraits de ses employés. Maroquinerie, vélo, montre ou encore article de papeterie … le client achète autant un impact social qu’un produit de qualité premium. De quoi doter la marque d’un ADN fort ainsi que de créer un attachement particulier des consommateurs.

Créer la montre de ses rêves
Vous rêvez de posséder un produit unique et de très belle facture. Choisissez votre cadran préféré, ajoutez-y le bracelet qui vous convient pour obtenir une montre unique qui ne ressemblera à aucune de celles portées par vos amis.

Rencontrer les artisans
La marque est fière de ses origines, de s‘être implantée à Detroit et de son rôle sociétal. Elle le démontre en affichant sur ses murs les portraits des employés ayant contribué à créer votre montre, votre vélo ou encore votre porte-clés.

Boire un cola made in Detroit
Pourquoi devoir boire une boisson en provenance d’Atlanta ? Sans relancer la guerre Nord-Sud, Shinola vous offrir son propre Coca-Cola, made in Detroit !

Personnaliser vos articles
Un beau produit peut encore être magnifié ! Il vous suffit de demander à le personnaliser directement en boutique en y faisant inscrire, par exemple, votre monogramme.

Profiter de la garantie à vie
Achetez une montre Shinola et bénéficiez d’une garantie à vie avec remplacement des composants ou voire même de la montre par un autre modèle de la même valeur.

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(Author : Jessica)
Citibank decided to test the use of Beacon technology in some of its Smart Banking branches in New York City. By making use of this technology, the company wants to provide their customers to make use of smartphones to access the branch ATMs 24h a day.

Citibank test the use of beacons

The use of Beacons lets the customer choose to receive location based customized messaging. This includes messages about special promotions or specific events of the branch/region.

By integrating this new technology, the company is aiming to enhance the appeal of branch banking. In the past years, this industry has been declining in popularity. According to a survey conducted by the BI Intelligence Digital Banking, 75% of millennials either never visit branches or do so once a month or less. However, the survey also showed that 62% of millennials sees value in branches. This means banks need to find a way to create a better balance between digital and in-branch services. Beacons can provide a good solution for this need of integration between the digital and offline environment.Citibank has created an infographic on how this technology will be used.

The banking industry is becoming more popular to tech-savvy customers due to the introduction of beacons, cardless ATMs, and other mobile technology. Smartphones are becoming a foundational banking channel. This offers a great opportunity for the expansion of the use of Beacons in this industry. By making use of Beacons the bank is able to collect data about the user and on its purchases. This is more reliable due to the fact that the smartphones go everywhere the user goes.

Beacons are a good technology to respond to the increasing needs of the millennial user. This user is more tech-savvy and is focused on the easiness of the use of the banking system. With the use of Beacon, technology banks are able to collect more information on their users and do better targeting.

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(Author : Jana Pijak)
This Ray Ban popup shop is both compact and chic, spotlighting the luxury eyewear brand’s latest collection. Located in the heart of The Grove — one of LA’s most popular outdoor shopping districts — the temporary boutique is built to resemble an industrial shipping container and spans 200 square feet in size.

The Grove’s Ray Ban Popup Resembles a Revamped Shipping Container

While this Ray Ban popup boasts a metal-clad exterior that is showcased in a black shade, its interior features a bold red color scheme, reflective of its signature branding. Despite its portable size, this temporary retail space showcases Ray Ban’s covetable eyewear accessories on stacked display shelves that are wall hung, and even leaves room for a sculptural cash register and additional, free-standing units that are used for project merchandising and storage.

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(Author : Riley von Niessen)
In order to spread the story of Run Signature, a campaign that celebrates individual athletic needs, Brooks Running created a mobile store that allows consumers from all over to get a look at its various sneaker styles, and even take part in physical tests to determine which is best for them.

Brooks Running Created a Mobile Space to Promote Its Offerings

The pop-up was able to be easily transported throughout the United States as it was built within a trailer, which was covered in Brooks Running’s branding, as well as a series of vivid colors to attract attention to it. As Run Signature’s intention is to match consumers with their perfect Brooks Running shoes, all of the models were clearly marked within the pop-up to designate the type of support they would offer.

In addition to the useful tests and the expansive range of shoes to choose from, the pop-up featured interactive games and giveaways to increase consumer engagement.

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(Author : Katherine Pendrill)
Earlier this year, Taco Bell announced the opening of its first shipping container outpost in South Gate, California.

Taco Bell Has Opened Its First Permanent Shipping Container Outpost

While the brand originally came up with the idea back in 2015 with a shipping container pop-up at SXSW, the newest store is meant to be a permanent location. Taco Bell’s new shipping container outpost is a 1080-square-foot retail space, housed inside a series of old cargo containers. Designed by SG Blocks, the new Tex-Mex restaurant consists of a kitchen, a walk-up service counter and outdoor seating. While the popular Tex-Mex chain is no stranger to creative retail concepts, the new shipping container store is meant to serve as part of a company-wide green initiative to create more sustainable spaces.

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