{"id":200496,"date":"2026-08-06T23:38:58","date_gmt":"2026-08-06T23:38:58","guid":{"rendered":"https:\/\/sinch.com\/engage\/customer-stories\/reseau-de-fleuristes-petals\/"},"modified":"2026-08-06T23:38:58","modified_gmt":"2026-08-06T23:38:58","slug":"reseau-de-fleuristes-petals","status":"publish","type":"engage_cust_stories","link":"https:\/\/sinch.com\/fr\/engage\/temoignages-de-clients\/reseau-de-fleuristes-petals\/","title":{"rendered":"Comment Petals a utilis\u00e9 les SMS pour susciter un engagement plus fort lors des campagnes saisonni\u00e8res"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Le r\u00e9seau de fleuristes en ligne Petals op\u00e8re sur un march\u00e9 num\u00e9rique hautement concurrentiel, o\u00f9 les clients peuvent parcourir et commander des fleurs de presque n&rsquo;importe o\u00f9. Alors que l&rsquo;utilisation du mobile continuait de cro\u00eetre, l&rsquo;\u00e9quipe a vu un besoin clair d&rsquo;\u00eatre pr\u00e9sente plus efficacement sur les t\u00e9l\u00e9phones des clients \u2014 non seulement par email et sur le web mobile, mais aussi par messagerie texte. Gene Nubla, directeur g\u00e9n\u00e9ral de Teleflora International\/Petals Network, a d\u00e9clar\u00e9 que le mobile \u00e9tait devenu trop important pour \u00eatre ignor\u00e9, d&rsquo;autant plus que davantage de clients naviguaient sur leurs appareils. Dans cette optique, Petals a \u00e9largi son approche de marketing mobile avec <strong>Sinch Engage (anciennement MessageMedia)<\/strong> pour offrir un meilleur support aux campagnes saisonni\u00e8res cl\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cr\u00e9er une exp\u00e9rience de campagne mobile plus forte<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Petals avait d\u00e9j\u00e0 utilis\u00e9 les SMS et MMS pour des campagnes majeures telles que la f\u00eate des M\u00e8res, mais pour sa campagne de No\u00ebl, l&rsquo;entreprise souhaitait cr\u00e9er une exp\u00e9rience mobile plus engageante. En utilisant des landing pages mobiles via Sinch Engage, l&rsquo;\u00e9quipe a pu envoyer du contenu de campagne de marque sans avoir besoin du support de d\u00e9veloppeurs ni de modifications du site web. Les landing pages comprenaient des appels \u00e0 l&rsquo;action qui menaient les clients directement aux pages pertinentes du site web de Petals, tout en donnant \u00e9galement aux destinataires la possibilit\u00e9 d&rsquo;appeler d&rsquo;un simple clic.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette approche a donn\u00e9 \u00e0 Petals un moyen plus flexible de fournir un support \u00e0 sa strat\u00e9gie num\u00e9rique globale lors des pics de vente au d\u00e9tail. Au lieu de s&rsquo;appuyer uniquement sur un SMS standard, l&rsquo;\u00e9quipe pouvait cr\u00e9er une exp\u00e9rience mobile plus riche, plus adapt\u00e9e \u00e0 la campagne et sur laquelle il \u00e9tait plus facile pour les clients d&rsquo;agir. Selon Nubla, les SMS sont devenus un autre canal important pour atteindre les consommateurs alors qu&rsquo;ils \u00e9taient d\u00e9j\u00e0 sur mobile.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Stimuler un engagement r\u00e9p\u00e9t\u00e9 pendant les campagnes saisonni\u00e8res<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La campagne de No\u00ebl a \u00e9t\u00e9 envoy\u00e9e \u00e0\u00a0<strong>18 000 destinataires<\/strong>\u00a0et a g\u00e9n\u00e9r\u00e9 un engagement plus fort que des campagnes comparables, selon l&rsquo;\u00e9tude de cas. Petals a enregistr\u00e9\u00a0<strong>1 000 visiteurs uniques<\/strong>, avec une moyenne de\u00a0<strong>deux visites par utilisateur<\/strong>. L&rsquo;engagement r\u00e9p\u00e9t\u00e9 \u00e9tait particuli\u00e8rement notable :\u00a0<strong>50 consommateurs ont visit\u00e9 cinq fois ou plus<\/strong>, et\u00a0<strong>150 ont visit\u00e9 entre quatre et 17 fois<\/strong>. Pour Petals, ce type de comportement a montr\u00e9 que les clients ne se contentaient pas de jeter un coup d&rsquo;\u0153il au message avant de passer \u00e0 autre chose \u2014 ils revenaient pour envisager un achat.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;\u00e9quipe a \u00e9galement constat\u00e9 des taux d&rsquo;opt-out plus faibles avec les landing pages mobiles, ce qui sugg\u00e8re que les clients ont bien r\u00e9agi au format plus visuel. Bien que Petals ait d\u00e9crit sa strat\u00e9gie de marketing par SMS comme \u00e9tant encore \u00e0 ses d\u00e9buts, l&rsquo;entreprise a vu suffisamment de valeur pour faire des SMS et des landing pages mobiles une composante continue de son mix marketing saisonnier, en particulier autour des moments de vente majeurs comme la Saint-Valentin, la f\u00eate des M\u00e8res et No\u00ebl.<\/p>\n","protected":false},"author":75,"featured_media":181986,"template":"","meta":{"_acf_changed":true},"customer_stories_industry":[],"customer_stories_products":[],"class_list":["post-200496","engage_cust_stories","type-engage_cust_stories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Petals a utilis\u00e9 les SMS pour susciter un engagement plus fort lors des campagnes saisonni\u00e8res<\/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:\/\/sinch.com\/fr\/engage\/temoignages-de-clients\/reseau-de-fleuristes-petals\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Petals a utilis\u00e9 les SMS pour susciter un engagement plus fort lors des campagnes saisonni\u00e8res\" \/>\n<meta property=\"og:description\" content=\"Le r\u00e9seau de fleuristes en ligne Petals op\u00e8re sur un march\u00e9 num\u00e9rique hautement concurrentiel, o\u00f9 les clients peuvent parcourir et commander des fleurs de presque n&rsquo;importe o\u00f9. 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