{"id":47451,"date":"2017-09-14T15:31:31","date_gmt":"2017-09-14T19:31:31","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=47451"},"modified":"2017-09-14T19:19:32","modified_gmt":"2017-09-14T23:19:32","slug":"ecom-mtl-la-transformation-dentreprise-a-lere-numerique-un-changement-au-modele-daffaires-quebecois","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/ecom-mtl-la-transformation-dentreprise-a-lere-numerique-un-changement-au-modele-daffaires-quebecois\/","title":{"rendered":"La transformation d’entreprise \u00e0 l’\u00e8re num\u00e9rique – un changement au mod\u00e8le d’affaires qu\u00e9b\u00e9cois (eCOM MTL)"},"content":{"rendered":"

Jean B\u00e9dard (Groupe Sportscene), Manon Brouillette (Vid\u00e9otron), Nicolas Duvernois (PUR Vodka & Romeo’s Gin) et Lionel Pimpin (Banque Nationale du Canada) r\u00e9v\u00e9laient leurs strat\u00e9gies sur<\/span>\u00a0le sujet lors des<\/span> \u00c9v\u00e9nements eCOM<\/a><\/span> ce 13\u00a0septembre. Le panel anim\u00e9 par St\u00e9phane Ricoul (pr\u00e9sident d’eCOM) a m\u00eame pu interagir avec la ministre Anglade, gr\u00e2ce \u00e0 la magie du num\u00e9rique.<\/span>\u00a0<\/span><\/p>\n

<\/p>\n

14 septembre 2017<\/span><\/p>\n

J’ai remarqu\u00e9 que les meilleures discussions sur la transformation num\u00e9rique se d\u00e9roulaient souvent autour d’une table de cuisine<\/strong>\u00bb, soulignait d’entr\u00e9e de jeu St\u00e9phane Ricoul.<\/strong><\/span><\/p><\/blockquote>\n

Il nous recevait donc \u00ab\u00e0 la bonne franquette\u00bb dans un d\u00e9cor intime.<\/strong> Cette mise en sc\u00e8ne sympathique illustrait \u00e0 merveille le message principal de la conf\u00e9rence: simplicit\u00e9.<\/strong><\/p>\n

La spirale \u00e9tourdissante de la modernit\u00e9<\/span><\/strong><\/span><\/h2>\n

Pour survivre, toutes les entreprises devront \u00e9voluer.<\/strong> Le virage num\u00e9rique n’est plus optionnel. Il est obligatoire<\/strong>.<\/p>\n

M\u00eame si les nouvelles technologies visent \u00e0 faciliter<\/strong> le quotidien des entrepreneurs, plusieurs s’y perdent actuellement.<\/p>\n

Nicolas Duvernois,<\/strong> qui a fond\u00e9 une start-up \u00e0 l’\u00e8re des m\u00e9dias sociaux, se consid\u00e8re tout de m\u00eame \u00abvictime du num\u00e9rique\u00bb:<\/p>\n

Notre start-up est n\u00e9e avec le num\u00e9rique. Nous sommes des victimes<\/strong> du num\u00e9rique. Il nous a \u00e9t\u00e9 impos\u00e9. On n’a pas d\u00e9cid\u00e9 d’aller sur les r\u00e9seaux sociaux, je suis d’une g\u00e9n\u00e9ration o\u00f9 si tu n’es pas sur Facebook, tu es mort.\u00bb<\/span><\/p><\/blockquote>\n

La difficult\u00e9, selon l’homme d’affaires, avec la modernit\u00e9 vient du fait qu’on doit s’adapter<\/strong> vite et tout le temps.<\/p>\n

Il y a peu de temps, tout se jouait sur Facebook.<\/strong> Cette ann\u00e9e, \u00e7a se passe sur Instagram<\/strong> dans la restauration. Dans 1\u00a0an, ce sera fini, ce sera autre chose.<\/strong>\u00bb<\/span><\/p><\/blockquote>\n

Au d\u00e9but, son \u00e9quipe et lui ressentaient l’excitation li\u00e9e \u00e0 la multitude<\/strong> de canaux o\u00f9 diffuser leur message.<\/p>\n

Toutefois, ils ont vite compris qu’il fallait s’arr\u00eater et se recentrer sur le client<\/strong>.<\/p>\n

Choisir pour repenser sa marque<\/span><\/strong><\/span><\/h2>\n

Les sp\u00e9cialistes sur le plateau se montraient unanimes: on ne peut pas \u00eatre bon dans tout et on ne peut pas tout faire! Il faut se concentrer,<\/strong> choisir ce qu’on souhaite r\u00e9aliser. On gagne a en accomplir moins,<\/strong> mais mieux. On doit alors accepter de d\u00e9plaire<\/strong> \u00e0 certaines personnes qui seront d\u00e9\u00e7ues de ne pas nous retrouver sur un m\u00e9dia en particulier.<\/p>\n

L’important demeure toutefois de rester en mouvement<\/strong> et de ne pas s’asseoir sur ses lauriers.<\/p>\n

Au fond, il faut continuer de bien faire ce qu’on ma\u00eetrise, mais saisir les opportunit\u00e9s<\/strong> de d\u00e9velopper des choses\u00bb, pr\u00e9cisait Manon Brouillette.<\/strong><\/span><\/p><\/blockquote>\n

Elle avoue que, chez Vid\u00e9otron, elle et ses coll\u00e8gues ont l’avantage d’\u00eatre au coeur de la technologie.<\/strong> Par contre, ils ont d\u00fb r\u00e9fl\u00e9chir \u00e0 leurs concepts en fonction du petit \u00e9cran du mobile<\/strong> (l’outil le plus utilis\u00e9 pour acc\u00e9der au Web).<\/p>\n

Les marques gagnent donc a rester elles-m\u00eames, mais en revoyant leurs produits et services \u00e0 travers les outils<\/strong> modernes.<\/p>\n

Que l’on soit une petite ou une grande entreprise, c’est la m\u00eame chose, il faut int\u00e9grer diff\u00e9rentes fonctionnalit\u00e9s<\/strong> de la mani\u00e8re la plus simple et agir de fa\u00e7on agile\u00bb, pr\u00e9cisait Lionel Pimpin.<\/strong><\/span><\/p><\/blockquote>\n

Parfois, il faut aussi oser changer<\/strong> les budgets de place, m\u00eame si on garde le m\u00eame objectif.<\/p>\n

Jean B\u00e9dard<\/strong> a pris de nombreuses d\u00e9cisions dans les quatre derni\u00e8res ann\u00e9es pour brancher<\/em><\/strong> les restaurants la Cage. Son budget marketing est rest\u00e9 le m\u00eame, mais il choisit d’accorder davantage aux r\u00e9seaux sociaux<\/strong> et au contenu num\u00e9rique. En contrepartie, il r\u00e9alise moins de pubs t\u00e9l\u00e9.<\/strong> Son dada du moment: les campagnes sur Facebook Live.<\/strong><\/p>\n

Au final, qu’est-ce qu’on y gagne?<\/span><\/strong><\/span><\/h2>\n

La ministre responsable de la Strat\u00e9gie num\u00e9rique, Dominique Anglade,<\/strong> soutenait qu’on r\u00e9colte surtout l’inclusion<\/strong> dans ce virage. Les nouveaux m\u00e9dias permettent de rejoindre tous les groupes simultan\u00e9ment.<\/p>\n

Nicolas Duvernois<\/strong> appuyait ses propos:<\/p>\n

C’est g\u00e9nial,\u00a0je peux m’adresser autant \u00e0 ma famille en Bourgogne qu’au Saguenay chaque jour. Dans la business aussi: je peux rejoindre en m\u00eame temps<\/strong> les consommateurs de partout au Qu\u00e9bec et \u00e0 travers le monde.\u00bb\u00a0<\/span><\/p><\/blockquote>\n

Pour Manon Brouillette<\/strong>, le virage num\u00e9rique lib\u00e8re<\/strong> les employ\u00e9s de certaines t\u00e2ches techniques. Par exemple, si on mise sur une bonne facture num\u00e9rique, plusieurs transactions s’effectuent en ligne. Le flot d’appels diminue, et le service \u00e0 la client\u00e8le se concentre sur des choses plus pointues.<\/strong><\/p>\n

Bref, la technologie vise \u00e0 nous faciliter<\/strong> la vie.<\/p>\n

Pensons \u00e0 la simplicit\u00e9<\/strong> au coeur de l’exp\u00e9rience num\u00e9rique,<\/strong> si c’est simple, \u00e7a rejoint tout le monde\u00bb, concluait M. Pimpin.<\/strong><\/span><\/p><\/blockquote>\n

\n","protected":false},"excerpt":{"rendered":"

Jean B\u00e9dard (Groupe Sportscene), Manon Brouillette (Vid\u00e9otron), Nicolas Duvernois (PUR Vodka & Romeo’s Gin) et Lionel Pimpin (Banque Nationale du Canada) r\u00e9v\u00e9laient leurs strat\u00e9gies sur le sujet lors des \u00c9v\u00e9nements eCOM ce 13 septembre. Le panel anim\u00e9 par St\u00e9phane Ricoul (pr\u00e9sident d’eCOM) a m\u00eame pu interagir avec la ministre Anglade, gr\u00e2ce \u00e0 la magie du num\u00e9rique. <\/p>\n","protected":false},"author":53,"featured_media":47453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[186,233,215,363],"class_list":["post-47451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articlesmarketing-communications","tag-facebook","tag-instagram","tag-marketing","tag-reseaux-sociaux"],"yoast_head":"\nNum\u00e9rique = simplicit\u00e9<\/title>\n<meta name=\"description\" content=\"Les \u00e9v\u00e9nements eCOM MTL abordaient la question de la transformation d'entreprise \u00e0 l'\u00e8re num\u00e9rique - un changement au mod\u00e8le d'affaires qu\u00e9b\u00e9cois. 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