{"id":8602,"date":"2018-03-14T12:35:42","date_gmt":"2018-03-14T12:35:42","guid":{"rendered":"https:\/\/winlocal.in\/toweb\/?p=8602"},"modified":"2025-03-05T13:55:58","modified_gmt":"2025-03-05T13:55:58","slug":"un-pionnier-multicanal-a-linternational-loccitane-en-provence","status":"publish","type":"post","link":"https:\/\/towebornottoweb.com\/fr\/un-pionnier-multicanal-a-linternational-loccitane-en-provence\/","title":{"rendered":"Un pionnier multicanal \u00e0 l’international : l’Occitane en Provence"},"content":{"rendered":"\t\t
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Un pionnier multicanal \u00e0 l'international : l'Occitane en Provence<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1977 : \u00ab\u00a0Le Relais Occitane\u00a0\u00bb, premier point de vente de l’entreprise, ouvre ses portes \u00e0 Manosque. Quarante ans plus tard, L’Occitane en Provence, qui compte aujourd’hui plus de 2300 magasins dans 90 pays, nous pr\u00e9sente comment la vente sur plusieurs canaux dans plusieurs pays est un relais de croissance aussi accessible aux PME et aux startups.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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March\u00e9s et s\u00e9lection des canaux : le \u00ab\u00a0o\u00f9\u00a0\u00bb et le \u00ab\u00a0comment\u00a0\u00bb sont les cl\u00e9s de la croissance multicanal \u00e0 l’international<\/strong><\/p>

C’est dans les ann\u00e9es 1990, avec l’arriv\u00e9e de Reinold Geiger, pr\u00e9sident et actionnaire majoritaire de L’Occitane depuis 1996, qu’un groupe de travail de strat\u00e9gie multicanal internationale s’articule autour de deux axes : un commercial et un\u00a0marketing. La soci\u00e9t\u00e9 d\u00e9ploie sa distribution sur plusieurs canaux, du B2C, B2B2C et B2B au num\u00e9rique, et ouvre trois magasins \u00e0 l’\u00e9tranger en 1996, d’abord \u00e0 New York, puis \u00e0 Hong Kong et Tokyo.<\/p>

En m\u00eame temps, pour souligner son origine, \u00ab\u00a0en Provence\u00a0\u00bb est ajout\u00e9 \u00e0 \u00ab\u00a0L’Occitane\u00a0\u00bb. Cette nouvelle enseigne a r\u00e9ussi \u00e0 s’imposer avec succ\u00e8s en France et \u00e0 l’international : en dix ans, l’entreprise se d\u00e9veloppe de 8 \u00e0 416 millions d’euros de chiffre d’affaires, de 10 \u00e0 2000 magasins et \u00e0 exporter 86 % de sa production.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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En adoptant une approche locale sur chaque march\u00e9, une entreprise peut s’ancrer dans le paysage et faire d\u00e9coller sa marque \u00e0 l’international.<\/strong><\/p>\n

L’Occitane en Provence a \u00e9galement d\u00e9montr\u00e9 l’innovation dans le marketing num\u00e9rique. A partir d’une base de donn\u00e9es clients \u00e0 360\u00b0, toutes les informations d’achat sont g\u00e9r\u00e9es de mani\u00e8re \u00e0 maintenir \u00e0 jour une parfaite connaissance du profil client. Gr\u00e2ce \u00e0 cette base de donn\u00e9es, l’entreprise peut promouvoir certains de ses produits avec une approche personnalis\u00e9e, par exemple par des mailings d\u00e9di\u00e9s, des campagnes relationnelles et des alertes avant la fin de la consommation d’un produit.<\/p>\n

C\u00f4t\u00e9 magasin, les vendeurs sont \u00e9quip\u00e9s de tablettes qui les aident \u00e0 obtenir des donn\u00e9es suppl\u00e9mentaires via la plateforme Web et \u00e0 fournir des r\u00e9ponses personnalis\u00e9es directement aux clients. Enfin, sur les r\u00e9seaux sociaux, L’Occitane en Provence utilise de belles images associ\u00e9es \u00e0 sa marque pour d\u00e9velopper ses communaut\u00e9s sur Instagram et Facebook, associ\u00e9es \u00e0 une strat\u00e9gie transg\u00e9n\u00e9rationnelle fond\u00e9e sur des partenariats avec des influenceurs et des youtubers.<\/p>\n

La strat\u00e9gie num\u00e9rique de L’Occitane en Provence vise \u00e0 faire en sorte que chaque client se sente plus proche de la marque, dans n’importe quel pays, \u00e0 n’importe quelle distance de son si\u00e8ge social.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Conclusion : le multicanal international (vs l’omnicanal mondial) est un catalyseur strat\u00e9gique de croissance<\/strong><\/p>

L’omnicanal global exige la pr\u00e9sence d’une marque dans tous les canaux de distribution et de communication. Et elle doit aussi \u00eatre optimis\u00e9e dans tous les pays. Toutefois, cette approche demeure lourde et co\u00fbteuse pour de nombreuses entreprises, inatteignable pour une PME ou une startup.<\/p>

Au contraire, l’Occitane en Provence montre que le multicanal \u00e0 l\u2019international est \u00e0 la port\u00e9e des entreprises de toute taille, par une expansion progressive, pays par pays, combin\u00e9e avec la mise en \u0153uvre d\u2019outils marketing pour guider et retenir les consommateurs dans chaque march\u00e9 sur les canaux pr\u00e9f\u00e9r\u00e9es.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Si vous souhaitez en savoir plus, contactez-nous !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tCliquez ici<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1977 : \u00ab\u00a0Le Relais Occitane\u00a0\u00bb, premier point de vente de l’entreprise, ouvre ses portes \u00e0 Manosque. Quarante ans plus tard, L’Occitane en Provence, qui compte aujourd’hui plus de 2300 magasins dans 90 pays, nous pr\u00e9sente comment la vente sur plusieurs canaux dans plusieurs pays est un relais de croissance aussi accessible aux PME et aux startups. Les strat\u00e9gies multicanales ne d\u00e9bordent pas le cadre des PMEs. Au contraire, l’Occitane en Provence montre que le multicanal \u00e0 l\u2019international est \u00e0 la port\u00e9e des entreprises de toute taille, par une expansion progressive, pays par pays, combin\u00e9e avec le mise en \u0153uvre d\u2019outils marketing pour guider et retenir les consommateurs dans chaque march\u00e9 sur les canaux pr\u00e9f\u00e9r\u00e9es.<\/p>\n","protected":false},"author":30,"featured_media":9966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[90],"tags":[],"class_list":["post-8602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nUn pionnier multicanal \u00e0 l'international : l'Occitane en Provence - ToWebOrNotToWeb<\/title>\n<meta name=\"description\" content=\"Avec plus de 2300 magasins dans 90 pays, l'Occitane nous pr\u00e9sente comment la vente multicanale est un relais de croissance aussi accessible aux PMEs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/towebornottoweb.com\/fr\/un-pionnier-multicanal-a-linternational-loccitane-en-provence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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