{"id":209919,"date":"2026-09-15T04:32:30","date_gmt":"2026-09-15T04:32:30","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/but-whatsapp-2\/"},"modified":"2026-09-15T04:32:30","modified_gmt":"2026-09-15T04:32:30","slug":"but-whatsapp","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/but-whatsapp\/","title":{"rendered":"Comment BUT acc\u00e9l\u00e8re sa transformation num\u00e9rique avec les catalogues WhatsApp"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.but.fr\/\" target=\"_blank\" rel=\"noopener\">BUT<\/a> est une enseigne leader de l&rsquo;\u00e9quipement de la maison avec plus de 330\u00a0magasins en France. Environ 80\u00a0% des Fran\u00e7ais vivent \u00e0 moins de 20\u00a0minutes d&rsquo;un magasin BUT\u00a0! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sa mission\u00a0? Offrir \u00e0 tout le monde la possibilit\u00e9 de cr\u00e9er l&rsquo;int\u00e9rieur de ses r\u00eaves, peu importe l&rsquo;endroit ou le budget, et sans aucun compromis sur la qualit\u00e9. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le d\u00e9fi\u00a0: r\u00e9duire l&rsquo;utilisation des catalogues papier tout en stimulant l&rsquo;engagement client<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque BUT a d\u00e9cid\u00e9 d&rsquo;optimiser son mix m\u00e9dia en num\u00e9risant ses catalogues papier, l&rsquo;enseigne avait trois objectifs principaux en t\u00eate\u00a0: g\u00e9n\u00e9rer davantage de trafic et de conversions, r\u00e9duire l&rsquo;utilisation du papier pour faire baisser les co\u00fbts d&rsquo;impression et r\u00e9pondre aux enjeux RSE, et bien s\u00fbr, r\u00e9pondre \u00e0 la demande croissante des clients pour les catalogues num\u00e9riques. Selon une r\u00e9cente \u00e9tude Ipsos pour Meta, 70\u00a0% des Fran\u00e7ais pr\u00e9f\u00e8rent les prospectus num\u00e9riques au papier. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De plus, avec l&rsquo;introduction du programme pilote \u00ab\u00a0Oui Pub\u00a0\u00bb en France, la distribution de promotions papier aux consommateurs n&rsquo;ayant pas explicitement donn\u00e9 leur consentement est d\u00e9sormais interdite dans plusieurs villes fran\u00e7aises, ce qui renforce le besoin d&rsquo;une alternative num\u00e9rique. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais comment abandonner les catalogues papier apr\u00e8s 50\u00a0ans d&rsquo;utilisation, tout en respectant les pr\u00e9f\u00e9rences de communication de chacun et en maintenant un niveau \u00e9lev\u00e9 d&rsquo;engagement client\u00a0? <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La solution\u00a0: permettre d&rsquo;acc\u00e9der aux catalogues num\u00e9riques de BUT en un clic avec WhatsApp<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">BUT s&rsquo;est tourn\u00e9 vers Sinch pour l&rsquo;aider \u00e0 p\u00e9renniser et am\u00e9liorer son mix m\u00e9dia. Avec sa port\u00e9e massive et ses fonctionnalit\u00e9s enrichies, qui incluent non seulement des catalogues, mais aussi la diffusion de messages, des boutons de r\u00e9ponse rapide, des notifications de panier e-commerce et bien plus encore, <a href=\"https:\/\/sinch.com\/fr\/messages\/api-whatsapp-business\/\">WhatsApp<\/a> c&rsquo;\u00e9tait un choix \u00e9vident pour engager la client\u00e8le de BUT avec une exp\u00e9rience de navigation fluide. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0WhatsApp est un canal innovant qui nous permet de communiquer de mani\u00e8re tr\u00e8s fluide et interactive. Notre client\u00e8le peut acc\u00e9der aux promotions hebdomadaires de BUT sur son application pr\u00e9f\u00e9r\u00e9e en un seul clic\u00a0\u00bb, explique Sonia DAHECH, directrice omnicanal, trafic et data chez BUT. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La client\u00e8le re\u00e7oit d\u00e9sormais le dernier catalogue de BUT chaque semaine via WhatsApp, ce qui lui permet de parcourir les nouveaux produits \u00e0 son propre rythme avec un acc\u00e8s facile \u00e0 son historique. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp Business donne \u00e9galement \u00e0 l&rsquo;\u00e9quipe BUT acc\u00e8s \u00e0 de pr\u00e9cieuses donn\u00e9es sur le comportement de la client\u00e8le, comme les taux de lecture des messages et les taux de clics. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-17111\" width=\"630\" height=\"657\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Group-10783-3.png\" alt=\"But handset\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Group-10783-3.png 630w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Group-10783-3-288x300.png 288w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Les r\u00e9sultats\u00a0: un engagement client in\u00e9gal\u00e9, pour aujourd&rsquo;hui et pour demain<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le passage aux catalogues WhatsApp a permis \u00e0 l&rsquo;\u00e9quipe BUT de suivre et d&rsquo;optimiser plus efficacement les performances de chaque catalogue. Les r\u00e9sultats obtenus jusqu&rsquo;\u00e0 pr\u00e9sent sont pour le moins prometteurs\u00a0: 70\u00a0% de taux de transformation pour les campagnes entrantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0L&rsquo;engagement sur chaque envoi est impressionnant\u00a0\u00bb, a d\u00e9clar\u00e9 Sonia DAHECH. \u00ab\u00a0Nous sommes ravis de ces premiers r\u00e9sultats\u00a0! Nous avons d\u00e9j\u00e0 commenc\u00e9 \u00e0 l&rsquo;utiliser pour des op\u00e9rations commerciales et nous pr\u00e9voyons de tester des cas d&rsquo;usage de marketing conversationnel plus avanc\u00e9s \u00e0 l&rsquo;avenir.\u00a0\u00bb <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apprenez-en plus sur <a href=\"https:\/\/sinch.com\/fr\/messages\/api-whatsapp-business\/\">WhatsApp ici<\/a>.<\/p>\n","protected":false},"author":6,"featured_media":60206,"template":"","meta":{"_acf_changed":false},"class_list":["post-209919","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9couvrez comment BUT acc\u00e9l\u00e8re sa transformation num\u00e9rique - Sinch<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment les catalogues WhatsApp acc\u00e9l\u00e8rent la transformation num\u00e9rique. 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