{"id":43304,"date":"2023-10-26T06:57:00","date_gmt":"2023-10-26T06:57:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/blog\/but-accelere-sa-transition-numerique-avec-la-digitalisation-de-ses-catalogues\/"},"modified":"2025-12-18T15:53:48","modified_gmt":"2025-12-18T15:53:48","slug":"but-accelere-sa-transition-numerique-avec-la-digitalisation-de-ses-catalogues","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/but-accelere-sa-transition-numerique-avec-la-digitalisation-de-ses-catalogues\/","title":{"rendered":"BUT acc\u00e9l\u00e8re sa transition num\u00e9rique avec la digitalisation de ses catalogues"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>CONTEXTE<\/strong><\/h2>\n\n\n\n<p><em>Cela fait 50 ans que BUT a lanc\u00e9 son d\u00e9pliant, distribu\u00e9 en bo\u00eete aux lettres. Suite \u00e0 un projet de mesure de la performance et d\u2019optimisation de leur mix m\u00e9dia gr\u00e2ce \u00e0 un mod\u00e8le \u00e9conom\u00e9trique, BUT a constat\u00e9 que les leviers digitaux \u00e9taient plus contributeurs de trafic et de transactions. La digitalisation du catalogue \u00e9tait donc devenue une \u00e9vidence, m\u00eame si le papier ne peut pas dispara\u00eetre du jour au lendemain. L\u2019un des enjeux \u00e9tait de pouvoir s\u2019adapter aux sp\u00e9cificit\u00e9s locales, les clients n\u2019ayant pas la m\u00eame sensibilit\u00e9 aux canaux de communication en zone urbaine ou rural par exemple. Il fallait \u00e9galement palier au dispositif \u00ab Oui Pub \u00bb en phase d\u2019exp\u00e9rimentation, \u00e0 la hausse des co\u00fbts du papier mais aussi r\u00e9pondre aux enjeux RSE.<\/em><\/p>\n\n\n\n<p><em>D&rsquo;autre part, la digitalisation des prospectus r\u00e9pond \u00e9galement aux nouvelles attentes des consommateurs, avec 70% des Fran\u00e7ais qui pr\u00e9f\u00e8rent les prospectus num\u00e9riques au papier selon une r\u00e9cente \u00e9tude Ipsos pour Meta.<\/em><\/p>\n\n\n\n<p><strong>Le challenge \u00e9tait donc de trouver le meilleur canal pour r\u00e9duire de 40% les d\u00e9pliants papier et maintenir un taux d&rsquo;engagement client. <\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SOLUTION <\/strong><\/h2>\n\n\n\n<p><strong>Acc\u00e9der au catalogue interactif en 1 clic <\/strong><\/p>\n\n\n\n<p>Sinch a recommand\u00e9 \u00e0 BUT d\u2019utiliser le canal WhatsApp pour la digitalisation de leurs catalogues afin d\u2019offrir une exp\u00e9rience fluide client tout en \u00e9tant capable de mesurer les performances de chaque envoi de catalogue gr\u00e2ce aux donn\u00e9es comportementales disponibles sur ce canal. <\/p>\n\n\n\n<p>Les clients re\u00e7oivent dor\u00e9navant le catalogue du moment de fa\u00e7on hebdomadaire via WhatsApp. Ils peuvent le feuilleter tr\u00e8s facilement, revenir sur le catalogue quand ils le souhaitent et regarder leur historique pour trouver le produit qui les int\u00e9resse.<\/p>\n\n\n\n<p>WhatsApp a permis d\u2019accro\u00eetre et de mieux mesurer l\u2019efficacit\u00e9 des catalogues notamment gr\u00e2ce au taux de lecture d\u2019un message et des taux de clics. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>RESULTATS <\/strong><\/h2>\n\n\n\n<p>Des r\u00e9sultats tr\u00e8s prometteurs pour le lancement du catalogue sur WhatsApp !<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-11513\" width=\"1470\" height=\"313\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/chiffres_BUT_catalogue_0.png\" alt=\"Chiffres Catalogue WhatsApp BUT\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/chiffres_BUT_catalogue_0.png 1470w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/chiffres_BUT_catalogue_0-300x64.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/chiffres_BUT_catalogue_0-1024x218.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/chiffres_BUT_catalogue_0-768x164.png 768w\" sizes=\"(max-width: 1470px) 100vw, 1470px\" \/><\/figure>\n\n\n\n<p><em>\u00ab WhatsApp est un canal innovant qui nous permet de communiquer de mani\u00e8re tr\u00e8s fluide et interactive. Nos clients peuvent trouver des promotions hebdomadaires qui leur permettent d&rsquo;\u00e9conomiser de l&rsquo;argent dans leur magasin pr\u00e9f\u00e9r\u00e9, le tout d&rsquo;un simple clic sur leur t\u00e9l\u00e9phone. L\u2019engagement sur chaque push est impressionnant gr\u00e2ce \u00e0 la fluidit\u00e9 du parcours. Cela nous a permis de mieux monitorer les performances et nous souhaitions privil\u00e9gier l&rsquo;instantan\u00e9it\u00e9 avec un m\u00e9dia peu exploit\u00e9. <\/em><\/p>\n\n\n\n<p><em>Nous sommes ravis de ces premiers r\u00e9sultats, nous avons d\u00e9j\u00e0 commenc\u00e9 \u00e0 l&rsquo;utiliser pour des op\u00e9rations commerciales et on se projette sur l&rsquo;avenir en voulant tester d&rsquo;autres cas d\u2019usage comme des sc\u00e9narios marketing plus pouss\u00e9s et plus conversationnels&#8230; \u00bb<\/em> explique <strong>Sonia DAHECH, Directrice Omnicanal, Trafic et Data chez BUT.<\/strong><\/p>\n\n\n\n<p><strong>R\u00e9f\u00e9rences<\/strong><\/p>\n\n\n\n<p><em>Avec 42% des fran\u00e7ais qui consultent un e-catalogue au moins une fois par semaine, facebook anticipe la r\u00e9volution digitale des promotions<\/em> (2021) <em>Meta<\/em>. Available at: <a href=\"https:\/\/about.fb.com\/fr\/news\/2021\/10\/avec-42-des-francais-qui-consultent-un-e-catalogue-au-moins-une-fois-par-semaine-facebook-anticipe-la-revolution-digitale-des-promotions\/\" target=\"_blank\" rel=\"noopener\">https:\/\/about.fb.com\/fr\/news\/2021\/10\/avec-42-des-francais-qui-consultent-un-e-catalogue-au-moins-une-fois-par-semaine-facebook-anticipe-la-revolution-digitale-des-promotions\/<\/a> (Accessed: 26 October 2023).<\/p>\n","protected":false},"author":39,"featured_media":43306,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[],"class_list":["post-43304","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BUT Acc\u00e9l\u00e8re sa Digitalisation avec ses Catalogues | Sinch<\/title>\n<meta name=\"description\" content=\"Cela fait 50 ans que BUT a lanc\u00e9 son d\u00e9pliant, distribu\u00e9 en bo\u00eete aux lettres. 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