{"id":1422,"date":"2015-05-27T16:17:31","date_gmt":"2015-05-27T15:17:31","guid":{"rendered":"http:\/\/www.kapitalis.com\/tunisie\/?p=1422"},"modified":"2015-05-27T16:17:31","modified_gmt":"2015-05-27T15:17:31","slug":"le-web-to-store-se-developpe-en-tunisie","status":"publish","type":"post","link":"https:\/\/kapitalis.com\/tunisie\/2015\/05\/27\/le-web-to-store-se-developpe-en-tunisie\/","title":{"rendered":"Le web-to-store se d\u00e9veloppe en Tunisie"},"content":{"rendered":"<p><a href=\"http:\/\/kapitalis.com\/tunisie\/wp-content\/uploads\/2015\/05\/Web-To-Store.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1423\" src=\"http:\/\/kapitalis.com\/tunisie\/wp-content\/uploads\/2015\/05\/Web-To-Store.jpg\" alt=\"Web-To-Store\" width=\"626\" height=\"380\" \/><\/a><em><strong>La plupart des Tunisiens se renseignent en ligne avant d\u2019aller au commerce de proximit\u00e9 pour concr\u00e9tiser leurs achats.<\/strong> <\/em><\/p>\n<p><!--more--><\/p>\n<p>Par cons\u00e9quent, les enseignes tunisiennes doivent investir davantage dans le web et y\u00a0 \u00e9lever le niveau et la qualit\u00e9 de leur communication quotidienne.<\/p>\n<p>C\u2019est ce que r\u00e9v\u00e8le la premi\u00e8re \u00e9tude de l&rsquo;Observatoire du Ropo (Research Online \/ Purchase offline) en Tunisie, r\u00e9alis\u00e9e par le cabinet Tunisie Sondage.<\/p>\n<p>L\u2019enseignement principal de cette \u00e9tude, r\u00e9alis\u00e9e en ligne entre le 5 et le 10 f\u00e9vrier 2015, sur un \u00e9chantillon de 1.600 personnes, repr\u00e9sentatif de la population tunisienne \u00e2g\u00e9e de 18 ans et plus, et qui vise \u00e0 quantifier les comportements d&rsquo;achat en ligne et en commerce classique de proximit\u00e9 des consommateurs tunisiens: la majorit\u00e9 des Tunisiens a adopt\u00e9 un comportement cross-canal dans la mesure o\u00f9 internet est devenu un passage oblig\u00e9 avant de se d\u00e9placer au magasin.<\/p>\n<p>Le sondage r\u00e9v\u00e8le que l\u2019\u00e9lectronique (68,7%), la t\u00e9l\u00e9phonie (65,7%), la sant\u00e9\/beaut\u00e9 (58,2%) et le tourisme (53,7%) sont les principaux produits dont les Tunisiens se renseignent le plus en ligne avant d\u2019aller au commerce de proximit\u00e9 pour concr\u00e9tiser l\u2019achat.<\/p>\n<p>La recherche d\u2019informations avant l\u2019achat en magasin\/boutique est effectu\u00e9e par 57% des internautes tunisiens entre 1 et 3 jours avant l\u2019acte de l\u2019achat.<\/p>\n<p>Les informations recherch\u00e9es sur le web portent principalement sur la consultation des catalogues des produits (73,1%), l\u2019identification des promotions (70,1%) et la comparaison des offres et des prix (64,2%).<\/p>\n<p>Par ailleurs, le processus d&rsquo;achat de certains produits commence \u00e0 se digitaliser et \u00e0 basculer vers le full online \u00e0 l&rsquo;instar de l&rsquo;achat des services des op\u00e9rateurs mobiles (55,2%) et des\u00a0 produits du tourisme (52,2%). D\u2019autres produits comme l&rsquo;agroalimentaire, l\u2019\u00e9lectronique, l\u2019\u00e9lectrom\u00e9nager et les bijoux restent de loin plus achet\u00e9s en commerce de proximit\u00e9.<\/p>\n<p>L\u2019achat en commerce de proximit\u00e9 reste principalement motiv\u00e9 par des questions li\u00e9s au produit: le voir en r\u00e9el (74,3%), l\u2019essayer et l\u2019obtenir imm\u00e9diatement (55,4%) alors que la praticit\u00e9 constitue le principal moteur des achats en ligne: gain du temps (63,5%) et la possibilit\u00e9 de ne pas avoir \u00e0 se d\u00e9placer (59,5%).<\/p>\n<p>Pour le Dr Wajdi Ben Rejeb, consultant associ\u00e9 chez Tunisie Sondage, les r\u00e9sultats du sondage montrent que les enseignes tunisiennes doivent investir dans le web et accroitre le niveau et la qualit\u00e9 de leur communication quotidienne notamment avec le nombre croissant des internautes en Tunisie et leur d\u00e9sir continue d&rsquo;\u00eatre inform\u00e9s en temps r\u00e9el.<\/p>\n<p>A cet \u00e9gard, Dr Ben Rejeb note que les chiffres du sondages montrent que les cat\u00e9gories qui sont en train de basculer vers le full digital sont principalement des services o\u00f9 le consommateur n&rsquo;a pas besoin de voir les produits en r\u00e9el et ne se soucie pas du r\u00e9sultat final.<\/p>\n<p>Il faut penser \u00e0 offrir plus d&rsquo;informations et de visuels constituant des garanties pour la satisfaction anticip\u00e9e du consommateur tunisien en ligne notamment avec les larges possibilit\u00e9s technologiques du web permettant aux entreprises tunisiennes de r\u00e9duire leur couts avec des transactions sur le web qui coutent beaucoup moins qu&rsquo;une transaction traditionnelle en commerce classique de proximit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plupart des Tunisiens se renseignent en ligne avant d\u2019aller au commerce de proximit\u00e9 pour concr\u00e9tiser leurs achats.<\/p>\n","protected":false},"author":1,"featured_media":1423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[996],"tags":[25,218,219,228,301,593,848,966],"class_list":["post-1422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-achat","tag-commerce","tag-communication","tag-consommateur","tag-economie","tag-medias","tag-sondage","tag-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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