{"id":6144,"date":"2021-08-02T15:40:04","date_gmt":"2021-08-02T15:40:04","guid":{"rendered":"https:\/\/ad4screen.com\/drive-to-store-x-way2go-groupe-de-travail-de-la-mma-use-case-cote-seine\/"},"modified":"2021-08-26T14:05:57","modified_gmt":"2021-08-26T14:05:57","slug":"drive-to-store-x-way2go-groupe-de-travail-de-la-mma-use-case-cote-seine","status":"publish","type":"post","link":"https:\/\/ad4screen.com\/en\/blog\/drivetostore","title":{"rendered":"Drive to store x Way2Go : groupe de travail de la MMA &#038; use case C\u00f4t\u00e9 Seine"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6144\" class=\"elementor elementor-6144 elementor-4531\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-50ab899c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"50ab899c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5b620cc\" data-id=\"5b620cc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-272c1ae8 elementor-widget elementor-widget-text-editor\" data-id=\"272c1ae8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Ces derniers mois, le Drive to Store a pris une place de plus en plus importante au sein de la strat\u00e9gie media des annonceurs. Avec la r\u00e9ouverture des points de vente suite au covid-19, de nombreux commerces ont d\u00fb s\u2019\u00e9quiper d\u2019outils et technologies afin d\u2019acc\u00e9l\u00e9rer la reprise du trafic au sein de leurs magasins.<\/p><p>Lors des matin\u00e9es du digital, nous avons eu la chance de recevoir Fabien Dutrieux leader du groupe de travail Drive to Store de la MMAF, Thomas Talbi, responsable marketing chez Wereldhave pour le centre commercial c\u00f4t\u00e9 Seine et Sung-Min CHOE business developer chez Way2Go \u2013 agence de drive to store \u2013 qui accompagne le centre commercial dans ses enjeux de trafic en point de vente pour \u00e9changer sur les opportunit\u00e9s et enjeux suite \u00e0 la pand\u00e9mie mondiale.<\/p><p style=\"text-align: center;\"><a href=\"https:\/\/ad4screen.com\/livres-blancs\/livre-drive-to-store\"><span style=\"text-decoration: underline; color: #33cccc;\">Demandez notre livre blanc d\u00e9di\u00e9 au drive to store<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-187d99b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"187d99b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f081b4e\" data-id=\"f081b4e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c98550 elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"6c98550\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/livres-blancs\/livre-drive-to-store\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">DEMANDER LE LIVRE BLANC<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39a891a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39a891a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c423f2d\" data-id=\"c423f2d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7441ad1 elementor-widget elementor-widget-text-editor\" data-id=\"7441ad1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Chez c\u00f4t\u00e9 Seine, l\u2019ann\u00e9e 2020 a \u00e9t\u00e9 particuli\u00e8rement difficile, \u00e9tant en premi\u00e8re ligne des acteurs les plus impact\u00e9s par le covid. En effet, le centre commercial a vu son trafic diminuer de 70% quand les magasins non essentiels ont ferm\u00e9.<\/p><p>Afin de minimiser les impacts li\u00e9s au covid, l\u2019\u00e9quipe marketing a mis en place tr\u00e8s t\u00f4t un plan d\u2019action pour la r\u00e9ouverture de ses magasins. Le digital et en particulier le Drive to Store ont alors jou\u00e9 un r\u00f4le cl\u00e9\u00a0: ils ont \u00e9t\u00e9 accompagn\u00e9s par Way2Go, agence sp\u00e9cialis\u00e9e dans le drive-to-store.<\/p><p>Le centre n\u2019a pas attendu la pand\u00e9mie pour se digitaliser. Avec Way2Go, ils ont lanc\u00e9 du display en fil rouge, Social media, publicit\u00e9s sur Spotify, Waze, Push\u2026 Cela lui a permis de faire preuve d\u2019agilit\u00e9 et d\u2019\u00eatre particuli\u00e8rement r\u00e9actif lorsqu\u2019il a fallu s\u2019adapter aux contraintes li\u00e9es \u00e0 la crise et aux \u00e9volutions dans les modes de consommation des fran\u00e7ais.<\/p><p>En effet, c\u00f4t\u00e9 MMAF, on a constat\u00e9 un changement de comportements importants chez les consommateurs. 46% d\u2019entre eux ont chang\u00e9 la mani\u00e8re dont ils faisaient leurs achats.<\/p><p>Selon Fabien, le Drive to Store est un levier qui permet en ce sens de nombreuses opportunit\u00e9s. Il est d\u2019autant plus pertinent dans le contexte d\u2019une grande enseigne car il permet une g\u00e9olocalisation et une personnalisation des messages \u00e0 une p\u00e9riode o\u00f9 86% des acheteurs sont pr\u00eats \u00e0 payer plus pour une exp\u00e9rience client exceptionnelle.<\/p><p>La DCO peut \u00e9galement \u00eatre particuli\u00e8rement pertinente dans le cadre du drive to store permettant une personnalisation encore plus pouss\u00e9e. L\u2019agence Way2Go recommande d\u2019ailleurs vivement ces formats, notamment via des A\/B tests pour maximiser la performance des campagnes. Certaines questions restent quand m\u00eame importantes \u00e0 se poser avant de se lancer\u00a0:<\/p><ul><li>Comment alimente-t-on l\u2019algorithme, avec quels types de donn\u00e9es\u00a0(first party\u00a0? second party\u00a0?)<\/li><li>Comment redirige-t-on l\u2019internaute quand il a vu et cliqu\u00e9 sur la publicit\u00e9 DCO jusqu\u2019au point de vente\u00a0?<\/li><li>Comment opersonnalise-t-on la landing page pour s\u2019adapter au contenu auquel a \u00e9t\u00e9 r\u00e9ceptif l\u2019internaute ?<\/li><\/ul><p>En parall\u00e8le, sa mise en place peut s\u2019av\u00e9rer complexe. Elle n\u00e9cessite donc une certaine maturit\u00e9 en amont sur le sujet du drive to store ou un accompagnement par des experts. L\u2019agence Way2Go vous propose ainsi de vous accompagner sur la r\u00e9flexion et la mise en place de campagnes drive to store pour amener du trafic dans vos points de vente.<\/p><p><strong>Alors quels sont les do &amp; don\u2019t \u00e0 suivre dans le cadre de campagnes digitales et du drive to store ? <\/strong><\/p><p>Sung-Min, recommande dans le cadre du drive to store de bien travailler la partie cr\u00e9ative et de proposer des m\u00e9caniques et dispositifs engageants afin de cr\u00e9er un lien entre marque et consommateurs. Passer par un tiers mesureur permet aussi selon lui d\u2019\u00e9valuer de mani\u00e8re objective les impacts de ce type de campagne.<br \/>Combiner les diff\u00e9rents leviers media est \u00e9galement n\u00e9cessaire selon lui afin de toucher une cible plus large et g\u00e9n\u00e9rer plus de trafic en magasin.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-81810cf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"81810cf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0cba904\" data-id=\"0cba904\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f3b0a2 elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"9f3b0a2\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/lmdd-1\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">DEMANDEZ LE REPLAY DU WEBINAR<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6208b1a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6208b1a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7079a6e\" data-id=\"7079a6e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7e9e4a6 elementor-widget elementor-widget-text-editor\" data-id=\"7e9e4a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>De son c\u00f4t\u00e9 Fabien, recommande une bascule des investissements vers le digital \u00ab\u00a0intelligente\u00a0\u00bb, c\u2019est-\u00e0-dire qui soit continue et s\u2019inscrive dans une strat\u00e9gie de long terme.<\/p><p>Quant \u00e0 Thomas, le responsable marketing conseille de ne pas se contenter de leviers traditionnels et d\u2019aller constamment \u00e0 la recherche de nouvelles sources. Ne pas mettre tous ses \u0153ufs dans le m\u00eame panier restant la cl\u00e9 et savoir s\u2019entourer d\u2019experts pour activer les bons r\u00e9seaux et les bons outils de tracking.<\/p><p>Retrouvez l\u2019\u00e9change dans son int\u00e9gralit\u00e9 avec plus de d\u00e9tails sur la DCO, les prochaines initiatives pr\u00e9vues par la MMAF et bien plus encore en demandant le replay de la session Drive-to-Store : insights du groupe de travail de la MMAF \/ Opportunit\u00e9s et enjeux apr\u00e8s le COVID-19.<\/p><p style=\"text-align: center;\"><span style=\"text-decoration: underline; color: #33cccc;\">Des questions ? Besoin d\u2019\u00eatre accompagn\u00e9 ? <br \/>Faites appel \u00e0 nos experts !<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d2e2f37 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d2e2f37\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10efe02\" data-id=\"10efe02\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9b5d9cb elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"9b5d9cb\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">CONTACTEZ-NOUS<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le Drive to Store fait son retour, notamment avec la r\u00e9ouverture des points de vente&#8230;<\/p>\n","protected":false},"author":3,"featured_media":7989,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-6144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-drive-to-store-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Drive to store : groupe de travail de la MMA &amp; 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