{"id":47182,"date":"2017-09-17T23:59:22","date_gmt":"2017-09-18T03:59:22","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=47182"},"modified":"2017-09-15T16:48:52","modified_gmt":"2017-09-15T20:48:52","slug":"fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\/","title":{"rendered":"Fid\u00e9liser les meilleurs clients ou miser sur le nombre?"},"content":{"rendered":"<p><span style=\"font-size: 20px; color: #000080;\">Les marques tendent en ce moment \u00e0 choyer leurs plus gros acheteurs et \u00e0 d\u00e9laisser les \u00abpetits consommateurs\u00bb. Toutefois, cette strat\u00e9gie s&rsquo;av\u00e8re-t-elle vraiment efficace?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-40044 size-full\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/02\/Marketing-relationnel-photo.jpg\" width=\"640\" height=\"358\" srcset=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/02\/Marketing-relationnel-photo.jpg 640w, https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/02\/Marketing-relationnel-photo-300x168.jpg 300w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #808080;\">18 septembre 2017<\/span><\/p>\n<p>Un r\u00e9cent manifeste \u00e9mis par <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/h2-agency.com\/fr\/brand-growth-manifesto\/\" target=\"_blank\">h2\\agency<\/a>\u00a0<\/span>montre les <strong>limites<\/strong> de ce mod\u00e8le. Selon le\u00a0<span style=\"color: #3366ff;\"><em style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/h2-agency.com\/fr\/brand-growth-manifesto\/\" target=\"_blank\">Brand Growth manifesto<\/a>,<\/em> <\/span>favoriser la <strong>\u00abfid\u00e9lit\u00e9 client\u00bb<\/strong> au d\u00e9triment de la <strong>p\u00e9n\u00e9tration<\/strong> (volume) ne rime \u00e0 rien.<\/p>\n<h2><span style=\"color: #000080;\"><strong><span style=\"font-size: 24px;\">Une loi d\u00e9pass\u00e9e?<\/span><\/strong><\/span><\/h2>\n<p><span style=\"font-size: 16px;\">\u00c0 la fin du XIX<sup>e<\/sup> si\u00e8cle, l&rsquo;\u00e9conomiste italien<span style=\"color: #3366ff;\"> <a style=\"color: #3366ff;\" href=\"https:\/\/fr.wikipedia.org\/wiki\/Vilfredo_Pareto\" target=\"_blank\">Vilfredo Pareto<\/a><\/span> \u00e9laborait un principe selon lequel <strong>20\u00a0%<\/strong> de la client\u00e8le d&rsquo;une marque (ses plus gros clients) repr\u00e9sente <strong>80\u00a0%<\/strong> de ses ventes.\u00a0<\/span>Les entreprises ont d\u00e8s lors \u00e9t\u00e9 encourag\u00e9es par ce concept, qui est m\u00eame devenu une <strong>loi.<\/strong><\/p>\n<p>Le manifeste d&rsquo;<strong>h2\\agency<\/strong> souligne une recrudescence de cette propension \u00e0 tout miser sur les\u00a0<strong>\u00abmeilleurs acheteurs\u00bb.<\/strong> Ainsi, le marketing <strong>d\u00e9laisse<\/strong> peu \u00e0 peu depuis quelques ann\u00e9es les simples <strong>consommateurs.<\/strong><\/p>\n<p>Les experts ayant contribu\u00e9 \u00e0 l&rsquo;\u00e9tude d&rsquo;h2\\agency ont d\u00e9montr\u00e9 que la loi du 80\/20 de Pareto s&rsquo;av\u00e9rait <strong>exag\u00e9r\u00e9e,<\/strong> voire erron\u00e9e.<\/p>\n<p>Le professeur <strong>Byron Sharp<\/strong> et le docteur <strong>Jenni Romaniek<\/strong> de l&rsquo;Ehrenberg-Bass Institute ont analys\u00e9 des donn\u00e9es dressant un tout autre portrait.<\/p>\n<p>Selon les statistiques recueillies par le biais de<strong> Nielsen BrandScan<\/strong> aux \u00c9tats-Unis, 20\u00a0% des clients (les plus gros acheteurs) ne repr\u00e9sentaient que <strong>51\u00a0%<\/strong> des ventes en volume d&rsquo;une marque moyenne d&rsquo;<strong>adoucisseur liquide.<\/strong><\/p>\n<p>Dans d&rsquo;autres secteurs, ils signifiaient:<\/p>\n<ul>\n<li><strong>54\u00a0%<\/strong> du volume d\u2019une marque moyenne de produits pour le <strong>petit-d\u00e9jeuner;<\/strong><\/li>\n<li><strong>53\u00a0%<\/strong> du volume d\u2019une marque moyenne de <strong>soupes en conserve;<\/strong><\/li>\n<li><strong>65\u00a0%<\/strong> du volume d\u2019une marque moyenne de<strong> boissons gazeuses.<\/strong><\/li>\n<\/ul>\n<h2><span style=\"color: #000080;\"><strong><span style=\"font-size: 24px;\">Pensez \u00e0 tous vos clients!<\/span><\/strong><\/span><\/h2>\n<p>En suivant \u00e0 la lettre la<strong> loi de Pareto,<\/strong> les entreprises risquent donc de nuire \u00e0 leur croissance. Elles se concentrent ainsi uniquement sur <strong>50\u00a0%<\/strong> de leur <strong>volume.<\/strong><\/p>\n<p>Toujours selon le manifeste, les gros clients finissent souvent par atteindre une <strong>limite d&rsquo;achat.<\/strong> De plus, ils mettent rarement tous leurs oeufs dans le m\u00eame panier. S&rsquo;ils sont vos bons clients, ils risquent fort d&rsquo;\u00eatre les bons clients de vos <strong>comp\u00e9titeurs<\/strong> aussi.<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">En r\u00e9alit\u00e9, vos acheteurs sont des acheteurs d\u2019une <strong>autre marque<\/strong> qui, de temps en temps, viennent acheter chez vous\u00bb, disait\u00a0<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/en.wikipedia.org\/wiki\/Andrew_S._C._Ehrenberg\" target=\"_blank\">Ehrenberg.<\/a><\/span><\/span><\/p><\/blockquote>\n<p><span style=\"font-size: 16px;\">Les <strong>petits<\/strong> utilisateurs de vos produits et services constitueraient ainsi un <strong>vecteur de croissance.<\/strong> Ils ach\u00e8tent moins souvent, mais cette fr\u00e9quence d&rsquo;achat relativement faible se voudrait<\/span><span style=\"font-size: 16px;\">\u00a0compens\u00e9e par leur <strong>nombre.<\/strong><\/span><\/p>\n<p>L&rsquo;objectif premier d&rsquo;une marque devrait donc impliquer d&rsquo;atteindre <strong>le plus de clients<\/strong> possible durant le plus de moments d&rsquo;achats possible. Alors, la <strong>croissance<\/strong> repose largement sur la capacit\u00e9 d&rsquo;une compagnie \u00e0 recruter de nouveaux consommateurs.<\/p>\n<h2><span style=\"color: #000080;\"><strong><span style=\"font-size: 24px;\">Deux r\u00e9sultats par la m\u00eame action<\/span><\/strong><\/span><\/h2>\n<p><span style=\"font-size: 16px;\">La <strong>p\u00e9n\u00e9tration<\/strong> devrait donc primer sur la fid\u00e9lisation.<\/span><\/p>\n<p>De toute fa\u00e7on, \u00e0 la lumi\u00e8re de la\u00a0<strong><em>Double Jeopardy Law<\/em><\/strong>\u00a0(ou loi de la double peine) rappel\u00e9e par le manifeste d&rsquo;h2 agency, une meilleure p\u00e9n\u00e9tration entra\u00eene une plus grande <strong>fid\u00e9lisation.<\/strong> Les marques ayant un taux de p\u00e9n\u00e9tration plus \u00e9lev\u00e9 r\u00e9coltent une <strong>double r\u00e9compense.<\/strong> Elles comptent plus de clients, et ceux-ci ach\u00e8tent plus <strong>souvent<\/strong> chez eux.<\/p>\n<p>\u00c0 l&rsquo;oppos\u00e9, les enseignes dont les<strong> parts de march\u00e9<\/strong> restent plus petites ont \u00e0 la fois moins d\u2019<strong>acheteurs<\/strong> sur une p\u00e9riode donn\u00e9e et une <strong>fid\u00e9lit\u00e9<\/strong> <strong>client<\/strong> plus faible.<\/p>\n<hr class=\"isarta-divider\" \/>\n","protected":false},"excerpt":{"rendered":"<p>Les marques tendent en ce moment \u00e0 choyer leurs plus gros acheteurs et \u00e0 d\u00e9laisser les \u00abpetits consommateurs\u00bb. Toutefois, cette strat\u00e9gie s&rsquo;av\u00e8re-t-elle vraiment efficace?<\/p>\n","protected":false},"author":53,"featured_media":40044,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[215],"class_list":["post-47182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articlesmarketing-communications","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La loi de Pareto revisit\u00e9e<\/title>\n<meta name=\"description\" content=\"Le manifeste d&#039;h2agency revoit la r\u00e8gle du 80\/20 selon laquelle 20% de la client\u00e8le d&#039;une marque (les plus gros clients) correspond \u00e0 80% de ses ventes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isarta.fr\/infos\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La loi de Pareto revisit\u00e9e\" \/>\n<meta property=\"og:description\" content=\"Le manifeste d&#039;h2agency revoit la r\u00e8gle du 80\/20 selon laquelle 20% de la client\u00e8le d&#039;une marque (les plus gros clients) correspond \u00e0 80% de ses ventes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/isarta.fr\/infos\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\/\" \/>\n<meta property=\"og:site_name\" content=\"Isarta Infos\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-18T03:59:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/02\/Marketing-relationnel-photo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"358\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mireille Levesque\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mireille Levesque\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\\\/\"},\"author\":{\"name\":\"Mireille Levesque\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/04c22dc42ebf2b884a863a55d0935b8a\"},\"headline\":\"Fid\u00e9liser les meilleurs clients ou miser sur le nombre?\",\"datePublished\":\"2017-09-18T03:59:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\\\/\"},\"wordCount\":573,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/fideliser-les-meilleurs-clients-ou-miser-sur-le-nombre\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2017\\\/02\\\/Marketing-relationnel-photo.jpg\",\"keywords\":[\"marketing\"],\"articleSection\":[\"Marketing &amp; 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