{"id":1207,"date":"2024-03-13T08:05:19","date_gmt":"2024-03-13T08:05:19","guid":{"rendered":"https:\/\/dividuals.be\/?p=1207"},"modified":"2024-03-13T08:07:44","modified_gmt":"2024-03-13T08:07:44","slug":"maniet-dividuals-pour-mieux-comprendre-nos-clients","status":"publish","type":"post","link":"https:\/\/dividuals.be\/fr\/client-cases\/maniet-dividuals-pour-mieux-comprendre-nos-clients\/","title":{"rendered":"Maniet : Dividuals\u00ae pour mieux comprendre nos clients"},"content":{"rendered":"\n<p><strong>Trouver chaussure au pied de chaque client est le point d\u2019excellence de Maniet depuis 1903. Le retailer belge a d\u00e9velopp\u00e9 au fil des ann\u00e9es un r\u00e9seau de points de vente solide comprenant 30 magasins r\u00e9partis en 2 enseignes. Allison Vanderplancke, CEO de Maniet nous explique comment la segmentation des consommateurs Dividuals\u00ae les a aid\u00e9s \u00e0 mieux comprendre leurs clients et \u00e0 d\u00e9terminer la strat\u00e9gie de d\u00e9veloppement de la cha\u00eene.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un pas plus loin<\/h2>\n\n\n\n<p>Le march\u00e9 des chaussures est soumis \u00e0 rude concurrence. Tant le nombre que le type de concurrents (magasins et online) sont \u00e9lev\u00e9s et poussent Maniet \u00e0 se remettre continuellement en question. Allison Vanderplancke nous explique sa philosophie\u2009: \u201c\u2009notre client\u00e8le est particuli\u00e8rement fid\u00e8le et nous faisons tout pour la maintenir. Collecte de donn\u00e9es, hyper personnalisation des offres, actions de fid\u00e9lit\u00e9,\u2026 nos actions visent \u00e0 toujours renforcer notre positionnement au sein de notre march\u00e9 dynamique.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c0 toute allure, un segment \u00e0 haut potentiel<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Profil de la client\u00e8le de Maniet-Luxus<\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/siriusinsight.be\/wp-content\/uploads\/2023\/01\/PROFIL-DIVIDUALS-MANIET.jpg\" alt=\"\" class=\"wp-image-4835\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/siriusinsight.be\/wp-content\/uploads\/2023\/01\/PROFIL-DIVIDUALS-MANIET-2.jpg\" alt=\"\" class=\"wp-image-4838\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Dividuals\u00ae est repr\u00e9sentatif pour l\u2019ensemble des m\u00e9nages belges et permet d\u2019explorer les nombreuses nuances du march\u00e9. \u201c\u2009Le croisement de nos donn\u00e9es clients avec la segmentation Dividuals\u00ae a permis de mieux identifier notre groupe cible et d\u2019objectiver nos ressentis.\u201d t\u00e9moigne Allison Vanderplancke. <strong>\u201c\u2009Nous avions l\u2019impression que notre client\u00e8le vieillit et cela s\u2019est clairement av\u00e9r\u00e9 dans le profil de notre client\u00e8le.\u201d L\u2019analyse r\u00e9v\u00e8le que Maniet s\u2019adresse \u00e0 la fois \u00e0 des m\u00e9nages avec enfants avec un revenu sup\u00e9rieur \u00e0 la moyenne (F. \u00c0 tout allure) mais aussi \u00e0 une population plus \u00e2g\u00e9e et fid\u00e8le depuis de nombreuses ann\u00e9es (H. Le temps de profiter). <\/strong>Gr\u00e2ce \u00e0 Dividuals\u00ae nous connaissons leurs pr\u00e9f\u00e9rences m\u00e9dias et leur sensibilit\u00e9 face au retail, online,\u2026 Avec ces \u00e9l\u00e9ments en main nous pouvons d\u00e9sormais d\u00e9ployer des actions marketing pour renouveler notre client\u00e8le.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ouvrir des magasins l\u00e0 o\u00f9 se trouve sa cible<\/h2>\n\n\n\n<p>L\u2019utilisation des donn\u00e9es Dividuals\u00ae permet aussi d\u2019identifier des look-a-like, de savoir combien ils sont et o\u00f9 ils sont. <strong>Ces informations pr\u00e9cieuses ont \u00e9t\u00e9 utilis\u00e9es par SIRIUS Insight dans un balayage du territoire afin de d\u00e9terminer des hotspots.<\/strong> Maniet s\u2019assure ainsi de s\u2019installer uniquement aux meilleures localisations et o\u00f9 sa cible est pr\u00e9sente en volume suffisant. \u201c\u2009Dans la situation \u00e9conomique actuelle nous ne pouvons pas nous permettre de faire des erreurs\u201d explique Allison Vanderplancke.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/siriusinsight.be\/wp-content\/uploads\/2023\/01\/DEVELOPMENT-MANIET-1.jpg\" alt=\"\" class=\"wp-image-4844\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Le levier de l\u2019online sur l\u2019offline<\/h2>\n\n\n\n<p>Maniet est convaincu qu\u2019une approche omnicanal est la seule et unique voie \u00e0 suivre pour servir ses clients. L\u2019analyse men\u00e9e avec SIRIUS insight met clairement en avant les interactions entre le webshop et les magasins physiques. Les ventes online sont plus \u00e9lev\u00e9es au pied des magasins. L\u2019un renforce l\u2019autre.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c\u2009Collecte de donn\u00e9es, hyper personnalisation des offres, actions de fid\u00e9lit\u00e9,\u2026 nos actions visent \u00e0 toujours renforcer notre positionnement au sein de notre march\u00e9 dynamique.&nbsp;\u201d<strong>Allison Vanderplancke, CEO de Maniet<\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Cibler et personnaliser, pistes d\u2019\u00e9volution<\/h2>\n\n\n\n<p>A l\u2019avenir, Maniet d\u00e9sire s\u2019appuyer davantage sur Dividuals\u00ae pour sa strat\u00e9gie marketing. L\u2019enrichissement de son CRM permettrait de cibler \u00e0 tout moment des groupes de clients sur base de leur position socio-\u00e9conomique, leur app\u00e9tence pour certains produits, leur potentiel,\u2026\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dividuals\u00ae<\/h2>\n\n\n\n<p>La segmentation des consommateurs Dividuals\u00ae est la seule base de donn\u00e9es \u00e9volutive, respectueuse de la vie priv\u00e9e et issue de sources hautement qualifi\u00e9es qui permet de localiser avec pr\u00e9cision l\u2019ensemble des m\u00e9nages belges et de les isoler\/cibler sur base de leurs habitudes et comportements, et ce pour une infinit\u00e9 d\u2019applications.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Maniet Luxus<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>2 enseignes : Maniet &amp; Luxus<\/li>\n\n\n\n<li>30 magasins<\/li>\n\n\n\n<li>300 collaborateurs<\/li>\n\n\n\n<li>1 million de paires par an<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Trouver chaussure au pied de chaque client est le point d\u2019&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[42,45],"class_list":["post-1207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-cases","tag-expansion-fr","tag-profiling-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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