{"id":354018,"date":"2022-01-24T05:00:41","date_gmt":"2022-01-24T10:00:41","guid":{"rendered":"https:\/\/autosphere.ca\/?p=354018"},"modified":"2022-02-06T10:37:16","modified_gmt":"2022-02-06T15:37:16","slug":"sapproprier-les-ventes-en-ligne","status":"publish","type":"post","link":"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/","title":{"rendered":"S\u2019approprier les ventes en ligne"},"content":{"rendered":"<section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p><strong>\u00c0 l\u2019origine b\u00eate noire des marchands de pneus, les sites de vente en ligne sont devenus un outil de promotion tout \u00e0 leur avantage.<\/strong><\/p>\n<p>Le ph\u00e9nom\u00e8ne n\u2019est pas nouveau. Des r\u00e9seaux de vente de pneus sur la toile offrant aux consommateurs des pneus \u00e0 prix avantageux livr\u00e9s \u00e0 la maison. Ce ph\u00e9nom\u00e8ne commercial avait brouill\u00e9 les cartes pour les distributeurs et marchands qui ont d\u00fb s\u2019adapter \u00e0 cette concurrence.<\/p>\n<p>Aujourd\u2019hui, les r\u00e9seaux de marchands de pneus ont construit des sites permettant aux consommateurs de magasiner leurs pneus, mais aussi, de trouver un atelier o\u00f9 les faire installer. Car si tout le monde veut payer le meilleur prix possible pour ses pneus, qui veut se les faire livrer \u00e0 la maison des pneus, quand on habite dans un condo ou un appartement ?<\/p>\n<p>Ceci \u00e9tant dit, la pand\u00e9mie a pouss\u00e9 plusieurs consommateurs \u00e0 se tourner vers le web pour faire l\u2019achat des pneus dont ils ont besoin. C\u2019est ce que constate Yannick Plante, copropri\u00e9taire de PMC Tire, un site de vente en ligne en activit\u00e9 depuis 13 ans au Qu\u00e9bec. \u00ab\u00a0La pand\u00e9mie a fait monter la demande, souligne-t-il. La vaste majorit\u00e9 de nos clients, \u00e0 travers le Canada, demandent une livraison \u00e0 domicile. Nous offrons aussi le service de montage quand le client ach\u00e8te des jantes avec ses nouveaux pneus.\u00a0\u00bb<\/p>\n<p>PMC Tire compte 350 ateliers partenaires o\u00f9 les clients peuvent prendre rendez-vous pour l\u2019installation. Toutefois, selon M. Plante, moins de 10\u00a0% des consommateurs qui passent par le site pour trouver leurs pneus vont s\u2019en pr\u00e9valoir.<\/p>\n<p>\u00ab\u00a0Nous voulons n\u00e9anmoins trouver de nouveaux ateliers qui r\u00e9pondent \u00e0 nos crit\u00e8res de qualit\u00e9 pour bonifier notre offre, pr\u00e9cise-t-il. Nous cherchons des ateliers de pneus et m\u00e9canique ind\u00e9pendants, comptant quatre \u00e0 cinq baies de service dot\u00e9s d\u2019\u00e9quipement moderne. L\u2019objectif est de pouvoir offrir les services complets.\u00a0\u00bb<\/p>\n<h2><strong>Rendez-vous chez le marchand<\/strong><\/h2>\n<p>Autre strat\u00e9gie du c\u00f4t\u00e9 du r\u00e9seau Point S. Il poss\u00e8de depuis 2016 un site o\u00f9 le consommateur peut trouver exactement le pneu qui correspond \u00e0 son v\u00e9hicule, mais d\u2019entr\u00e9e de jeu, la recherche est arrim\u00e9e \u00e0 un marchand de la r\u00e9gion o\u00f9 est situ\u00e9 l\u2019internaute. Ce dernier pourra ajouter des services compl\u00e9mentaires parmi ceux offerts par son centre pneu, que ce soit une vidange d\u2019huile ou un alignement, par exemple. Le client sera contact\u00e9 par le marchand lors de la confirmation de la commande. \u00ab\u00a0C\u2019est pour s\u2019assurer que les pneus choisis correspondent bien au v\u00e9hicule, explique Patrick Lavoie, vice-pr\u00e9sident marketing et communications chez Point S. Il n\u2019y a aucune livraison de pneus directement chez le consommateur.\u00a0\u00bb<br \/>La facilit\u00e9 de consultation du site de Point S et le lien \u00e9tabli avec le marchand local a comme r\u00e9sultat de faire sonner le t\u00e9l\u00e9phone chez ce dernier. \u00ab\u00a0Notre site permet au consommateur de faire ses recherches, mais cela r\u00e9sulte en beaucoup d\u2019appels chez nos marchands pour obtenir plus d\u2019information et conclure la transaction. Et comme organisation, c\u2019est l\u2019objectif que nous visons.\u00a0\u00bb<\/p>\n<p>L\u2019achat en ligne de pneus livr\u00e9s en atelier permet aussi de coordonner l\u2019arriv\u00e9e des pneus chez l\u2019installateur avec le rendez-vous du client.<\/p>\n<h2><strong>Une relation de proximit\u00e9<\/strong><\/h2>\n<p>Les consommateurs sont de plus en plus \u00e0 l\u2019aise d\u2019effectuer des achats en ligne par le truchement de plateformes commerciales impersonnelles. Pour le r\u00e9seau OK Pneus, l\u2019approche est de favoriser l\u2019achat local et l\u2019interaction avec un marchand de proximit\u00e9.<\/p>\n<p>\u00ab\u00a0Nous savons que la plupart des consommateurs qui magasinent en ligne vont voir acc\u00e9der \u00e0 un atelier proche de leur r\u00e9sidence, explique Joseph Wuest, directeur du marketing chez Ok Tire Stores. Il n\u2019y a qu\u2019un faible pourcentage de consommateurs qui veulent une livraison \u00e0 la maison. La vaste majorit\u00e9 souhaite combiner l\u2019achat avec l\u2019installation. C\u2019est pourquoi un centre de pneus sera sugg\u00e9r\u00e9 aux gens qui nous visitent en ligne selon leur localisation. Il leur est possible de r\u00e9server un rendez-vous en ligne, mais les consommateurs optent habituellement pour un appel t\u00e9l\u00e9phonique question de valider leurs choix ou encore de planifier un entretien m\u00e9canique lors de leur passage. Nous voulons vraiment faire comprendre aux internautes qu\u2019ils peuvent acc\u00e9der facilement \u00e0 l\u2019expertise des conseillers de nos franchis\u00e9s directement dans leur quartier.\u00a0\u00bb<\/p>\n<p>Selon M. Wuest, les repr\u00e9sentants de la g\u00e9n\u00e9ration montante, \u00e9lev\u00e9s avec les nouvelles technologies de communications, sont plus \u00e0 l\u2019aise pour effectuer toute la transaction sans s\u2019adresser \u00e0 personne. Ils n\u2019ont qu\u2019\u00e0 se pr\u00e9senter au rendez-vous et remettre les cl\u00e9s. La vaste majorit\u00e9 des clients aiment toutefois passer en atelier pour choisir leurs pneus en se faisant conseiller par des experts. \u00ab\u00a0Nous ne pouvons pas faire abstraction du nombre croissant de gens qui pr\u00e9f\u00e8rent, surtout dans un contexte de pand\u00e9mie, faire toutes les d\u00e9marches en ligne\u00a0\u00bb, conclut-il.<\/p>\n<p>\u00a0<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"\u00c0 l\u2019origine b\u00eate noire des marchands de pneus, les sites de vente en ligne sont devenus un outil de promotion tout \u00e0 leur avantage. Le ph\u00e9nom\u00e8ne n\u2019est pas nouveau. Des r\u00e9seaux de vente de pneus sur la toile offrant aux consommateurs des pneus \u00e0 prix avantageux livr\u00e9s \u00e0 la maison. Ce ph\u00e9nom\u00e8ne commercial avait brouill\u00e9...","protected":false},"author":41,"featured_media":354019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[821,599],"tags":[842],"class_list":["post-354018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pneus-editorial","category-pneus","tag-vente-et-marketing-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>S\u2019approprier les ventes en ligne - Autosphere<\/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:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"S\u2019approprier les ventes en ligne\" \/>\n<meta property=\"og:url\" content=\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\" \/>\n<meta property=\"og:site_name\" content=\"Autosphere\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/autosphere.ca\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-24T10:00:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-06T15:37:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/autosphere.ca\/wp-content\/uploads\/2022\/01\/shadrach-warid-gqb3xbGa5Y-unsplash-WP.png\" \/>\n\t<meta property=\"og:image:width\" content=\"758\" \/>\n\t<meta property=\"og:image:height\" content=\"585\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michel Beaunoyer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@autosphere_ca\" \/>\n<meta name=\"twitter:site\" content=\"@autosphere_ca\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michel Beaunoyer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\"},\"author\":{\"name\":\"Michel Beaunoyer\",\"@id\":\"https:\/\/autosphere.ca\/fr\/#\/schema\/person\/87fe5915939ed2a1ddda6f161fba645d\"},\"headline\":\"S\u2019approprier les ventes en ligne\",\"datePublished\":\"2022-01-24T10:00:41+00:00\",\"dateModified\":\"2022-02-06T15:37:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\"},\"wordCount\":855,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/autosphere.ca\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/autosphere.ca\/wp-content\/uploads\/2022\/01\/shadrach-warid-gqb3xbGa5Y-unsplash-WP.png\",\"keywords\":[\"Vente et marketing\"],\"articleSection\":[\"\u00c9ditorial\",\"Pneus\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/#respond\"]}],\"copyrightYear\":\"2022\",\"copyrightHolder\":{\"@id\":\"https:\/\/autosphere.ca\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\",\"url\":\"https:\/\/autosphere.ca\/fr\/pneus\/2022\/01\/24\/sapproprier-les-ventes-en-ligne\/\",\"name\":\"S\u2019approprier les ventes en ligne - 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