{"id":16408,"date":"2022-08-09T14:44:13","date_gmt":"2022-08-09T09:14:13","guid":{"rendered":"https:\/\/nearintelligence.kinsta.cloud\/?p=16408"},"modified":"2024-11-06T20:16:55","modified_gmt":"2024-11-06T14:46:55","slug":"podcast-comment-near-a-accompagne-maxi-zoo-dans-sa-transition-digitale","status":"publish","type":"post","link":"https:\/\/azira.dev\/fr\/blogs\/podcast-comment-near-a-accompagne-maxi-zoo-dans-sa-transition-digitale\/","title":{"rendered":"Podcast : Comment Azira a accompagn\u00e9 Maxi Zoo dans sa transition digitale?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16408\" class=\"elementor elementor-16408 elementor-9589\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7db3577 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7db3577\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6128ebb\" data-id=\"6128ebb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b110266 elementor-widget elementor-widget-text-editor\" data-id=\"b110266\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le 29 juin dernier, Pierre Fontaine, responsable du marketing digital chez Maxi Zoo pour toute la partie France, \u00e9tait l\u2019invit\u00e9 d\u2019E-Commerce Nation pour r\u00e9aliser un podcast <a href=\"https:\/\/business.azira.com\/en-us\/landingpage-casestudy-maxizoo\" target=\"_blank\" rel=\"noopener\">\u00e0 propos du partenariat entre l\u2019enseigne et Azira.\u00a0<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4397a4c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4397a4c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-66e52c64\" data-id=\"66e52c64\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-735aac23 custom-podcast elementor-widget elementor-widget-ucaddon_audio_player_mejs\" data-id=\"735aac23\" 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.mejs__mute>button::before { \n\tcontent: \"\\f028\";\n    font-size:16px !important;\n    line-height:16px;\n}\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__unmute>button::before { \n\tcontent: \"\\f6a9\";\n    font-size:16px !important;\n    line-height:16px;\n}\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__replay>button::before { \n\tcontent: \"\\f01e\";\n    font-size:16px !important;\n    line-height:16px;\n}\n\n\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__time-total, \n#uc_audio_player_mejs_elementor_735aac23 .mejs__time-loaded, \n#uc_audio_player_mejs_elementor_735aac23 .mejs__time-current,\n#uc_audio_player_mejs_elementor_735aac23 .mejs__horizontal-volume-total,\n#uc_audio_player_mejs_elementor_735aac23 .mejs__horizontal-volume-current{\n  border-radius: 0px;\n}\n\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__time-loaded {\n  background: #363636;\n}\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__time-current {\n  background: #000000;\n}\n\n#uc_audio_player_mejs_elementor_735aac23 .mejs__time\n{\n  flex-grow:0;\n  flex-shrink:0;\n}\n\n#uc_audio_player_mejs_elementor_735aac23download\n{\n  display:block;\n  text-align:center;\n  transition:0.3s;\n}\n\n<\/style>\n\n\n\n<div id=\"uc_audio_player_mejs_elementor_735aac23\" class=\"ue-audio-player\">\n  <div class=\"ue-audio-player__wrapper\">\n    <div class=\"ue-audio-player__container ue-audio-player__container--content\">\n            \t\t<img decoding=\"async\" class=\"ue-audio-player__element ue-audio-player__element__thumbnail\" src=\"https:\/\/azira.dev\/wp-content\/uploads\/2023\/07\/Maxizoo-podcast-thumb-1.jpg\" >\n    \t                  <div class=\"ue-audio-player__element ue-audio-player__element--audio-title\">Comment Azira a accompagn\u00e9 Maxi Zoo dans sa transition digitale ?<\/div>\n      \t      \t          <div class=\"ue-audio-player__element ue-audio-player__element--audio-description\">Pierre Fontaine, Digital Marketing Manager at Maxi Zoo France<\/div>\n            <\/div>\n    \n    <div class=\"ue-audio-controls\">\n      <div class=\"ue-audio-player__container ue-audio-player__container--controls\">\n        <audio class=\"ue-audio-player-element ue-audio-player-element__controls\" >\n          <source src=\"https:\/\/azira.dev\/wp-content\/uploads\/2023\/04\/podcast-near-maxizoo.mp3\" type=\"audio\/mp3\" >\n        <\/audio>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<!-- end Audio Player -->\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7741a642\" data-id=\"7741a642\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-63807b26 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"63807b26\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-728c6e70\" data-id=\"728c6e70\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3f3f3076 elementor-widget elementor-widget-text-editor\" data-id=\"3f3f3076\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Maxi Zoo, leader en France de la vente de produits pour animaux, est en pleine croissance. D\u00e9j\u00e0 pr\u00e9sente dans 11 pays d\u2019Europe, l\u2019enseigne a initi\u00e9 une politique d\u2019expansion se traduisant en France par l\u2019ouverture de 30 \u00e0 40 magasins en moyenne chaque ann\u00e9e.\u00a0<\/p><p>Ces ouvertures r\u00e9guli\u00e8res de nouveaux points de vente ont amen\u00e9 l\u2019enseigne \u00e0 op\u00e9rer une transition sur le digital en termes de marketing. Le groupe a donc lanc\u00e9 en 2020 son propre site e-commerce ainsi qu\u2019une application mobile et le programme de fid\u00e9lit\u00e9 qui s\u2019y rattache cette ann\u00e9e.\u00a0<\/p><p>Maxi Zoo a \u00e9galement fait appel \u00e0 Azira pour r\u00e9pondre \u00e0 des enjeux bien sp\u00e9cifiques, que le podcast nous aide \u00e0 comprendre, tout en expliquant les actions d&rsquo;Azira pour y r\u00e9pondre.\u00a0<\/p><h4 class=\"wp-block-heading\">Quels \u00e9taient les enjeux de la transition vers le digital pour Maxi Zoo ?\u00a0<\/h4><p>Dans un premier temps, l\u2019aspect \u00e9cologique \u00e9tait une priorit\u00e9 pour le groupe, qui cherchait d\u00e9j\u00e0 \u00e0 limiter l\u2019utilisation du papier dans ses strat\u00e9gies de communication. La transition vers le digital permet en effet une baisse du recours au format papier au profit de templates digitaux diffusant une s\u00e9lection de produits tout aussi vari\u00e9e. D\u2019autant plus que certaines restrictions gouvernementales, comme le prochain dispositif \u201cOui Pub\u201d, viennent soutenir le contr\u00f4le de l\u2019impression de papier pour pallier aux enjeux environnementaux.\u00a0<\/p><p>Dans un second temps, l\u2019impression de catalogues papier repr\u00e9sente aujourd\u2019hui un co\u00fbt cons\u00e9quent pour les annonceurs dans leur budget marketing, <a href=\"https:\/\/www.insee.fr\/fr\/statistiques\/serie\/010534819\" target=\"_blank\" rel=\"noopener nofollow\">un co\u00fbt qui devrait malheureusement augmenter au fil du temps. <\/a>Le recours \u00e0 la publicit\u00e9 digitale offre de nombreuses opportunit\u00e9s d\u2019\u00e9conomie, puisque les impressions de publicit\u00e9 se font d\u00e9sormais sur les \u00e9crans de smartphone, et non sur un prospectus papier.\u00a0<\/p><p>Enfin, la transition digitale se doit d\u2019\u00eatre op\u00e9r\u00e9e d\u2019un point de vue \u201ccustomer-centric\u201d. C\u2019est-\u00e0-dire d\u2019accompagner les clients et prospects dont les usages \u00e9voluent (notamment dans le digital) dans leur parcours d\u2019achat, que ce soit \u00e0 l\u2019\u00e9chelle nationale, ou ultra-locale.<\/p><h4 class=\"wp-block-heading\">Comment Azira a-t-elle permis de r\u00e9pondre \u00e0 ces enjeux ?<\/h4><p><em>Pierre Fontaine : \u201cL\u2019objectif commun qui doit perdurer malgr\u00e9 ces enjeux, c\u2019est la g\u00e9n\u00e9ration de trafic en magasin.\u201d\u00a0\u00a0<\/em><\/p><p>Azira a apport\u00e9 une <a href=\"https:\/\/azira.dev\/fr\/blogs\/le-drive-to-store-comment-cela-fonctionne-definition-et-bonnes-pratiques\/\">solution drive to store<\/a> qui permet \u00e0 la fois d\u2019activer des campagnes nationales, tout en int\u00e9grant chaque point de vente au c\u0153ur du dispositif. Un atout de taille dans la strat\u00e9gie de communication de Maxi Zoo qui a fait appel \u00e0 Azira pour diff\u00e9rents types de campagnes :\u00a0<\/p><ul><li>Venir en renfort aupr\u00e8s d\u2019un groupe de magasin sp\u00e9cifique<\/li><li>Soutenir les ouvertures de nouveaux points de vente<\/li><li>Digitaliser les catalogues promotionnels\u00a0<\/li><\/ul><p>D\u00e9couvrez donc dans ce podcast comment Azira a r\u00e9pondu \u00e0 ces diff\u00e9rentes th\u00e9matiques tout en garantissant de g\u00e9n\u00e9rer du trafic dans les magasins de Maxi Zoo, en adressant les bons profils et en les redirigeant vers le magasin qui leur correspond.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le 29 juin dernier, Pierre Fontaine, responsable du marketing digital chez Maxi Zoo pour toute la partie France, \u00e9tait l\u2019invit\u00e9 d\u2019E-Commerce Nation pour r\u00e9aliser un podcast \u00e0 propos du partenariat entre l\u2019enseigne et Azira.\u00a0 Comment Azira a accompagn\u00e9 Maxi Zoo dans sa transition digitale ? Pierre Fontaine, Digital Marketing Manager at Maxi Zoo France Maxi [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":15239,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_eb_attr":"","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[182,181,183],"tags":[],"class_list":["post-16408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitaliser-votre-catalogue","category-generer-du-trafic","category-strategie-multi-locale"],"acf":[],"featured_image_src":"https:\/\/azira.dev\/wp-content\/uploads\/2022\/08\/Maxi-zoo-Podcast-Article-banner.png","author_info":{"display_name":"The Azira Team","author_link":"https:\/\/azira.dev\/fr\/author\/the-near-team\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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