{"id":3477,"date":"2025-04-15T20:01:30","date_gmt":"2025-04-15T20:01:30","guid":{"rendered":"https:\/\/stcr.com\/?p=3477"},"modified":"2025-04-15T20:01:32","modified_gmt":"2025-04-15T20:01:32","slug":"beyond-the-ailes-retail-media-networks","status":"publish","type":"post","link":"https:\/\/ravyx.com\/fr_ca\/beyond-the-ailes-retail-media-networks\/","title":{"rendered":"Au-del\u00e0 des all\u00e9es : Comment les r\u00e9seaux de m\u00e9dias de vente au d\u00e9tail transforment l'exp\u00e9rience d'achat en \u00e9picerie\u00a0"},"content":{"rendered":"<p>Les r\u00e9seaux de m\u00e9dias de d\u00e9tail (RMN) modifient la fa\u00e7on dont les d\u00e9taillants en alimentation interagissent avec les consommateurs, en combinant la publicit\u00e9 num\u00e9rique avec les exp\u00e9riences en magasin et en ligne. Autrefois limit\u00e9s aux emplacements traditionnels dans les rayons et aux annonces circulaires, <a href=\"https:\/\/ravyx.com\/fr_ca\/solutions\/grocery-technology\/\">\u00e9piciers<\/a> disposent d\u00e9sormais d'outils puissants pour atteindre les consommateurs avec des messages hypercibl\u00e9s \u00e0 chaque \u00e9tape de leur parcours d'achat.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L'essor des r\u00e9seaux de m\u00e9dias de d\u00e9tail dans l'\u00e9picerie&nbsp;<\/h2>\n\n\n\n<p>Avec l'essor du commerce \u00e9lectronique et des achats omnicanaux, les d\u00e9taillants en alimentation tirent parti des RMN pour <a href=\"https:\/\/www.instacart.com\/company\/instacart-retail\/how-to-set-up-a-retail-media-network-for-grocery-in-three-steps\/\" target=\"_blank\" rel=\"noreferrer noopener\">cr\u00e9er de nouvelles recettes<\/a> tout en am\u00e9liorant l'exp\u00e9rience client. En exploitant les donn\u00e9es de premi\u00e8re main, ils peuvent proposer des promotions personnalis\u00e9es, des recommandations de produits pertinentes et un contenu attrayant en magasin et en ligne.&nbsp;<\/p>\n\n\n\n<p>Selon le <a href=\"https:\/\/www.alpha-sense.com\/blog\/trends\/retail-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">les analystes du secteur<\/a>Selon les pr\u00e9visions, les d\u00e9penses en m\u00e9dias de d\u00e9tail devraient d\u00e9passer les $100 milliards dans les ann\u00e9es \u00e0 venir, les d\u00e9taillants en alimentation jouant un r\u00f4le important dans cette croissance. Les supermarch\u00e9s, les \u00e9piciers et les magasins de proximit\u00e9 sont particuli\u00e8rement bien plac\u00e9s pour tirer parti des r\u00e9seaux de m\u00e9dias de d\u00e9tail en raison de leur mod\u00e8le d'achats fr\u00e9quents et de la grande quantit\u00e9 de donn\u00e9es qu'ils poss\u00e8dent sur leurs clients.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Am\u00e9liorer l'exp\u00e9rience des clients&nbsp;<\/h2>\n\n\n\n<p>L'un des principaux avantages des RMN est leur capacit\u00e9 \u00e0 personnaliser l'exp\u00e9rience d'achat. Les d\u00e9taillants en alimentation peuvent utiliser les donn\u00e9es des :&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Programmes de fid\u00e9lisation\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Achats ant\u00e9rieurs\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comportement d'achat en temps r\u00e9el\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Adapter les promotions \u00e0 chaque acheteur. Par exemple, un client qui ach\u00e8te fr\u00e9quemment des produits biologiques pourrait recevoir un coupon num\u00e9rique pour un nouveau produit biologique ou se voir recommander un produit sponsoris\u00e9 dans son application d'\u00e9picerie. Ce niveau de personnalisation augmente l'engagement des acheteurs et g\u00e9n\u00e8re des ventes suppl\u00e9mentaires pour les marques et les d\u00e9taillants.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Recommandations bas\u00e9es sur l'IA&nbsp;<\/h3>\n\n\n\n<p>En outre, les RMN permettent aux d\u00e9taillants en alimentation de fournir des recommandations de produits bas\u00e9es sur l'intelligence artificielle. En analysant l'historique des achats des clients et leur comportement de navigation en temps r\u00e9el, l'IA peut sugg\u00e9rer des articles compl\u00e9mentaires. Un client qui ach\u00e8te de la sauce pour p\u00e2tes en ligne peut \u00eatre invit\u00e9 \u00e0 ajouter des p\u00e2tes, du fromage ou du basilic frais \u00e0 son panier. Ces recommandations intelligentes am\u00e9liorent non seulement la commodit\u00e9 pour les clients, mais augmentent \u00e9galement la taille du panier et le chiffre d'affaires global.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Options de personnalisation&nbsp;<\/h3>\n\n\n\n<p>Les exp\u00e9riences en magasin b\u00e9n\u00e9ficient \u00e9galement de la personnalisation. <a href=\"https:\/\/www.vusion.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u00c9tiquettes num\u00e9riques pour rayonnages<\/a> et les paniers d'achat intelligents peuvent afficher des promotions personnalis\u00e9es en fonction des pr\u00e9f\u00e9rences de l'acheteur ou du contenu de son panier. Par exemple, lorsqu'un client place un produit dans son panier, un affichage num\u00e9rique peut mettre en \u00e9vidence une r\u00e9duction sur un article connexe, encourageant ainsi les achats suppl\u00e9mentaires sans se sentir intrusif.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le r\u00f4le des \u00e9crans num\u00e9riques en magasin et du commerce \u00e9lectronique&nbsp;<\/h2>\n\n\n\n<p>Les r\u00e9seaux de m\u00e9dias de d\u00e9tail comblent le foss\u00e9 entre <a href=\"https:\/\/www.quad.com\/insights\/retail-media-networks-how-regional-grocers-and-other-new-players-are-transforming-the-landscape?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noreferrer noopener\">achats num\u00e9riques et physiques<\/a> Les enseignes num\u00e9riques en magasin jouent un r\u00f4le crucial dans l'engagement des clients en pr\u00e9sentant des promotions en temps r\u00e9el, du contenu sponsoris\u00e9 par les marques et m\u00eame des suggestions de recettes qui int\u00e8grent les produits vedettes. L'affichage num\u00e9rique en magasin, par exemple, joue un r\u00f4le crucial dans l'engagement des clients en pr\u00e9sentant des promotions en temps r\u00e9el, du contenu sponsoris\u00e9 par des marques et m\u00eame des suggestions de recettes qui int\u00e8grent des produits vedettes. Ces \u00e9crans interactifs ne se contentent pas de capter l'attention des acheteurs, ils influencent \u00e9galement leurs d\u00e9cisions d'achat sur le lieu de vente.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.caper.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Paniers d'achat intelligents<\/a> am\u00e9liorent encore cette exp\u00e9rience. \u00c9quip\u00e9s d'\u00e9crans tactiles num\u00e9riques, ces chariots peuvent afficher des listes de courses, sugg\u00e9rer des offres en fonction des articles scann\u00e9s et m\u00eame fournir une navigation guid\u00e9e pour aider les clients \u00e0 localiser les produits de mani\u00e8re efficace. Cette technologie cr\u00e9e une exp\u00e9rience d'achat en magasin plus pratique et plus attrayante, tout en offrant aux marques une excellente occasion d'entrer en contact avec les consommateurs en temps r\u00e9el.&nbsp;<\/p>\n\n\n\n<p>En ce qui concerne le commerce \u00e9lectronique, les RMN permettent aux marques d'ench\u00e9rir pour des emplacements publicitaires de premier ordre sur les sites web et les applications des \u00e9piceries. Les listes de produits sponsoris\u00e9s, les banni\u00e8res publicitaires et les campagnes d'emailing personnalis\u00e9es permettent aux marques d'atteindre les acheteurs \u00e0 fort potentiel au moment o\u00f9 ils prennent leurs d\u00e9cisions d'achat. Gr\u00e2ce \u00e0 la publicit\u00e9 programmatique, les marques peuvent s'assurer que leurs messages apparaissent devant le bon public en fonction des habitudes d'achat et des pr\u00e9f\u00e9rences.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Regarder vers l'avenir : L'avenir des RMN dans l'alimentation&nbsp;<\/h2>\n\n\n\n<p>Au fur et \u00e0 mesure de l'\u00e9volution des RMN, les d\u00e9taillants en alimentation \u00e9tendront leurs capacit\u00e9s gr\u00e2ce \u00e0 l'IA, \u00e0 l'automatisation et \u00e0 des exp\u00e9riences publicitaires plus immersives. Les r\u00e9seaux de m\u00e9dias de d\u00e9tail ne sont plus seulement un canal de publicit\u00e9, ils sont aussi une source d'information pour les consommateurs. <a href=\"https:\/\/ravyx.com\/fr_ca\/contact-us\/\">fa\u00e7onner l'avenir de l'\u00e9picerie de d\u00e9tail<\/a> en associant des informations fond\u00e9es sur des donn\u00e9es \u00e0 des exp\u00e9riences d'achat transparentes. Au fur et \u00e0 mesure de leur adoption, les d\u00e9taillants et les marques doivent consid\u00e9rer les RMN comme une strat\u00e9gie essentielle pour l'engagement des clients et la croissance des revenus.\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Retail Media Networks (RMNs) are changing the way grocery retailers interact with shoppers, blending digital advertising with in-store and online experiences. Once confined to traditional shelf placements and circular ads, grocers now have powerful tools to reach consumers with hyper-targeted messaging at every stage of their shopping journey.\u00a0 The Rise of Retail Media Networks in [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":3478,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3,1],"tags":[],"class_list":["post-3477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grocery","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media Networks in Grocery | Ravyx<\/title>\n<meta name=\"description\" content=\"Discover how Retail Media Networks (RMNs) are changing grocery shopping. 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