{"id":199522,"date":"2026-07-30T03:24:27","date_gmt":"2026-07-30T03:24:27","guid":{"rendered":"https:\/\/sinch.com\/engage\/customer-stories\/metro-deutschland-2\/"},"modified":"2026-07-30T14:41:47","modified_gmt":"2026-07-30T14:41:47","slug":"metro-deutschland","status":"publish","type":"engage_cust_stories","link":"https:\/\/sinch.com\/fr\/engage\/temoignages-de-clients\/metro-deutschland\/","title":{"rendered":"Comment METRO utilise WhatsApp pour stimuler l&rsquo;engagement client"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dans le paysage allemand de l&rsquo;alimentation et de la vente en gros, METRO Deutschland GmbH a grav\u00e9 son h\u00e9ritage dans la pierre, avec 102 magasins de gros et 11 d\u00e9p\u00f4ts de livraison. Environ trois millions de clients accordent leur confiance \u00e0 la gamme de produits et aux services de l&rsquo;entreprise.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">METRO Allemagne fait partie de METRO, un grossiste alimentaire international de premier plan sp\u00e9cialis\u00e9 dans les besoins des h\u00f4tels, restaurants et traiteurs (HoReCa) ainsi que des d\u00e9taillants ind\u00e9pendants (Trader). Les plus de 17 millions de clients METRO dans le monde b\u00e9n\u00e9ficient du mix multicanal unique du grossiste : les clients peuvent se procurer leurs marchandises dans l&rsquo;un des magasins \u00e0 grande \u00e9chelle sur place, via la livraison (Food Service Distribution, FSD)\u00a0et sur l&rsquo;une des plus grandes places de march\u00e9 eCommerce B2B\u00a0&#8211; le tout num\u00e9riquement pris en charge et en r\u00e9seau.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9fi : atteindre tous les d\u00e9taillants pertinents au milieu du bruit num\u00e9rique<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Imaginez un propri\u00e9taire de restaurant tr\u00e8s occup\u00e9 qui est \u00e9galement le chef, ach\u00e8te lui-m\u00eame les ingr\u00e9dients n\u00e9cessaires et s&rsquo;occupe de ses invit\u00e9s. Comment devriez-vous atteindre quelqu&rsquo;un qui est toujours en mouvement ? Comment pouvez-vous vous assurer que votre message se d\u00e9marque dans le bruit num\u00e9rique ?\u00a0Les principaux groupes cibles de METRO sont les restaurateurs, les h\u00f4tels et les traiteurs, ainsi que les kiosques, les stations-service ind\u00e9pendantes et les d\u00e9taillants de produits alimentaires.<br>\nCes clients sont tr\u00e8s au fait du num\u00e9rique et de grands utilisateurs de smartphones, mais utilisent de moins en moins l&#8217;email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">METRO visait \u00e0 atteindre deux objectifs principaux : atteindre les clients avec des offres hebdomadaires et augmenter les points de contact num\u00e9riques pour proposer des promotions num\u00e9riques pertinentes. Pour s&rsquo;aligner sur le comportement des clients, METRO a d\u00e9cid\u00e9 tr\u00e8s t\u00f4t de tester WhatsApp en tant que canal de marketing num\u00e9rique. L&rsquo;objectif \u00e9tait de pr\u00e9senter les offres hebdomadaires dans un format adapt\u00e9 au public cible, tout en garantissant des taux d&rsquo;ouverture et un taux de clics \u00e9lev\u00e9s. Cependant, la nature de grossiste de METRO posait un d\u00e9fi unique, n\u00e9cessitant que seuls les clients METRO inscrits re\u00e7oivent ces messages.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Solution : Une solution WhatsApp int\u00e9gr\u00e9e utilisant la plateforme SaaS Sinch Engage pour des op\u00e9rations \u00e9volutives<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">METRO a relev\u00e9 le d\u00e9fi d&rsquo;informer les clients des offres en cours en introduisant WhatsApp comme nouveau canal de communication. Pour ce faire, METRO a choisi la solution SaaS de Sinch Engage, qui a permis \u00e0 l&rsquo;entreprise de mener des campagnes de marketing cibl\u00e9es et d&rsquo;utiliser les fonctionnalit\u00e9s d&rsquo;automatisation et de chatbot pour des initiatives de marketing conversationnel. En Allemagne, r\u00e9pondre \u00e0 l&rsquo;exigence de double opt-in pour les messages de marketing signifie \u00e9laborer une strat\u00e9gie publicitaire convaincante pour encourager les clients \u00e0 s&rsquo;inscrire \u00e0 la newsletter WhatsApp et \u00e0 recevoir des offres hebdomadaires de METRO directement sur leur \u00e9cran de verrouillage. METRO a utilis\u00e9 diverses m\u00e9thodes promotionnelles, telles que des annonces dans des brochures imprim\u00e9es, des codes QR personnalis\u00e9s sur des cartes postales et des concours, pour stimuler les inscriptions des clients \u00e0 leur offre de newsletter WhatsApp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une avanc\u00e9e d\u00e9cisive pour METRO a \u00e9t\u00e9 la rationalisation du processus d&rsquo;inscription et de v\u00e9rification pour la newsletter WhatsApp. L&rsquo;\u00e9quipe de support pouvait effectuer l&rsquo;opt-in des clients directement et utiliser des codes QR personnalis\u00e9s pour v\u00e9rifier instantan\u00e9ment leur identit\u00e9. De plus, les clients pouvaient s&rsquo;inscrire \u00e0 la newsletter via un opt-in g\u00e9n\u00e9ral en envoyant une photo de leur carte de membre METRO via WhatsApp, o\u00f9 le num\u00e9ro de client \u00e9tait v\u00e9rifi\u00e9 \u00e0 l&rsquo;aide de la reconnaissance d&rsquo;image. Ces processus ont \u00e9t\u00e9 encore am\u00e9lior\u00e9s par l&rsquo;offre d&rsquo;automatisation de Sinch Engage.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s leur inscription, les clients ont re\u00e7u des offres adapt\u00e9es dans la newsletter WhatsApp hebdomadaire en fonction de leurs int\u00e9r\u00eats. Pendant les p\u00e9riodes de pointe, six newsletters diff\u00e9rentes ont \u00e9t\u00e9 distribu\u00e9es, toutes g\u00e9r\u00e9es sans effort gr\u00e2ce au Configurateur de groupes cibles de Sinch Engage. Pour booster les performances, l&rsquo;\u00e9quipe Metro a optimis\u00e9 ses envois de newsletter WhatsApp en cr\u00e9ant un aper\u00e7u hebdomadaire des offres adapt\u00e9 aux smartphones (envoy\u00e9 sous forme d&rsquo;image dans un message WhatsApp 1:1), int\u00e9grant les retours des clients dans le processus de conception.\u00a0<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-58125\" width=\"743\" height=\"1167\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/Metro-Deutschland-handset.png\" alt=\"Metro Deutschland handset\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/Metro-Deutschland-handset.png 743w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/Metro-Deutschland-handset-191x300.png 191w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/Metro-Deutschland-handset-652x1024.png 652w\" sizes=\"(max-width: 743px) 100vw, 743px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats : engager plus de clients semaine apr\u00e8s semaine gr\u00e2ce au marketing WhatsApp<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;\u00e9quipe a mis en place la newsletter WhatsApp en quelques semaines seulement, et en l&rsquo;espace de six mois, ils ont constat\u00e9 une augmentation impressionnante, multipliant par cinq le nombre d&rsquo;abonn\u00e9s.\u00a0Avec un taux de r\u00e9tention de 99,7 % (taux de d\u00e9sabonnement de 0,3 %), ce qui est agr\u00e9ablement bas pour l&rsquo;industrie, METRO a prouv\u00e9 la valeur ajout\u00e9e du canal pour les clients. Et ce n&rsquo;est pas tout : les promotions par tirage au sort sont un formidable levier pour augmenter consid\u00e9rablement les inscriptions \u00e0 la newsletter WhatsApp et stimuler l&rsquo;engagement avec les clients. Avec un taux d&rsquo;engagement moyen \u00e0 deux chiffres, ces concours sont vraiment amusants et rapprochent les clients de la marque. Ils montrent comment METRO marque des points gr\u00e2ce \u00e0 des strat\u00e9gies d&rsquo;interaction client innovantes.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Il s&rsquo;agit d&rsquo;interagir avec nos clients m\u00eame lorsque leur comportement de communication \u00e9volue. Nous l&rsquo;avons accompli avec succ\u00e8s gr\u00e2ce \u00e0 notre newsletter WhatsApp via Sinch,\u00a0\u00bb\u00a0d\u00e9clare Michael Baumann, responsable du d\u00e9veloppement commercial num\u00e9rique chez METRO Allemagne.\u00a0 \u00a0<\/p>\n","protected":false},"author":70,"featured_media":60302,"template":"","meta":{"_acf_changed":false},"customer_stories_industry":[599],"customer_stories_products":[644,647],"class_list":["post-199522","engage_cust_stories","type-engage_cust_stories","status-publish","has-post-thumbnail","hentry","customer_stories_industry-vente-au-detail","customer_stories_products-chatbot-builder","customer_stories_products-engage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>METRO Deutschland d\u00e9veloppe l&#039;engagement des abonn\u00e9s avec WhatsApp dans Sinch Engage<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment Metro a accru 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