{"id":16435,"date":"2022-05-05T23:08:51","date_gmt":"2022-05-05T17:38:51","guid":{"rendered":"https:\/\/nearintelligence.kinsta.cloud\/?p=16435"},"modified":"2025-05-29T14:44:18","modified_gmt":"2025-05-29T09:14:18","slug":"retailers-pourquoi-drive-to-store-essentiel-plan-communication","status":"publish","type":"post","link":"https:\/\/azira.dev\/fr\/blogs\/retailers-pourquoi-drive-to-store-essentiel-plan-communication\/","title":{"rendered":"Retailers : en quoi le Drive to Store est-il une brique essentielle de votre plan de communication?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16435\" class=\"elementor elementor-16435 elementor-7209\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c922588 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c922588\" 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-72f25d84\" data-id=\"72f25d84\" 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-1ada2e34 elementor-widget elementor-widget-text-editor\" data-id=\"1ada2e34\" 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<h2>Le Drive to Store, un atout cl\u00e9 pour optimiser l\u2019efficacit\u00e9 de votre strat\u00e9gie m\u00e9dia<\/h2>\n<p><span style=\"font-weight: 400;\">Chaque retailer cherche \u00e0 mettre en place le plan d\u2019action marketing le plus impactant possible. Pour cela, il doit trouver le \u201cmix m\u00e9dia\u201d id\u00e9al pour rendre compl\u00e9mentaires les leviers de communication traditionnels et digitaux. L\u2019objectif \u00e9tant d\u2019avoir une vision sur les leviers les plus \u00e0-m\u00eames de r\u00e9pondre aux objectifs qu\u2019il s\u2019est fix\u00e9s, pour pouvoir mieux r\u00e9partir son budget de communication par la suite. <\/span><\/p>\n<h2>Quel est le r\u00f4le du Drive to Store dans le plan de communication ?<\/h2>\n<p>Si les leviers traditionnels, comme l\u2019affichage ou la radio, servent \u00e0 atteindre la cible la plus large possible, leur couverture ne permettra pas d&rsquo;acqu\u00e9rir une connaissance granulaire des audiences et limitera la capacit\u00e9 \u00e0 personnaliser le message.<\/p>\n<p>Cela constitue un v\u00e9ritable enjeu pour les retailers qui doivent r\u00e9pondre \u00e0 des probl\u00e9matiques de communication locale propres \u00e0 chaque point de vente. Le Drive to Store propose d\u2019aller plus loin dans la strat\u00e9gie marketing en optimisant la segmentation des audiences gr\u00e2ce \u00e0 un croisement entre :<\/p>\n<ul>\n<li><b>Les donn\u00e9es g\u00e9ographiques des consommateurs :<\/b> qui permettent de d\u00e9finir leurs lieux de vie (r\u00e9sidence, travail..) pour construire des zones de chalandise dynamiques autour de chaque point de vente.<\/li>\n<li><b>Les donn\u00e9es sociod\u00e9mographiques et affinitaires :<\/b> afin de mieux conna\u00eetre le comportement en ligne des utilisateurs, leurs pr\u00e9f\u00e9rences et leur profil.<\/li>\n<\/ul>\n<p>Cette combinaison entre les donn\u00e9es online et offline optimise l\u2019identification des audiences les plus pertinentes pour chaque campagne, permettant ainsi \u00e0 toute strat\u00e9gie marketing d\u2019\u00eatre plus efficace dans la port\u00e9e de ses actions.<\/p>\n<h2>En quoi le Drive to Store permet-il de r\u00e9pondre aux enjeux locaux de diffusion ?<\/h2>\n<p><a href=\"https:\/\/business.azira.com\/fr-fr\/landingpage-livreblanc-digitalisation-prospectus\/fr\" target=\"_blank\" rel=\"noopener\">Chaque point de vente fait face \u00e0 des sp\u00e9cificit\u00e9s locales qui lui sont propres.<\/a> Les magasins d\u2019une enseigne n\u2019appliquant pas tous les m\u00eames tarifs sur les produits, ou les m\u00eames promotions pendant les temps forts, le message \u00e0 diffuser n&rsquo;est pas toujours uniforme \u00e0 l&rsquo;\u00e9chelle d&rsquo;un parc de points de vente.<\/p>\n<p>Le Drive to Store permet aujourd\u2019hui une diffusion des messages sur <b>un large panel de sites et applications locaux\/r\u00e9gionaux,<\/b> pour mieux adresser les profils de chaque zone de chalandise en optimisant :<\/p>\n<ul>\n<li><b>La personnalisation des messages :<\/b> mettre en avant des offres propres au magasin de la zone de vie du mobinaute.<\/li>\n<li><b>La r\u00e9p\u00e9tition du message :<\/b> gr\u00e2ce \u00e0 l\u2019utilisation accrue des t\u00e9l\u00e9phones mobiles.<\/li>\n<\/ul>\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-030e528 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"030e528\" 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-bd71d63\" data-id=\"bd71d63\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-cb753ce elementor-widget elementor-widget-image\" data-id=\"cb753ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/azira.dev\/wp-content\/uploads\/2022\/05\/retailers-why-drive-to-store-advertising-should-be-an-essential-part-chart.webp\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\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-8309671 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8309671\" 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-51b2cb7\" data-id=\"51b2cb7\" 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-07a542f elementor-widget elementor-widget-text-editor\" data-id=\"07a542f\" 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>Afin d\u2019accro\u00eetre l\u2019engagement des utilisateurs et de renforcer l\u2019hyperpersonnalisation des messages publicitaires, il est primordial de g\u00e9ocontextualiser les visuels diffus\u00e9s en int\u00e9grant des Call to Actions. Ces boutons renvoient sur une application de guidage qui indique \u00e0 l\u2019utilisateur le point de vente le plus proche.<\/p>\n<p><b>Les CTAs permettent une progression de 11% \u00e0 22% en moyenne du CTR (taux de clic).<\/b><\/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-30c8be6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"30c8be6\" 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-9efd685\" data-id=\"9efd685\" 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-44c9f0b elementor-widget elementor-widget-spacer\" data-id=\"44c9f0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-abd0390 elementor-widget elementor-widget-text-editor\" data-id=\"abd0390\" 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><strong>Quelques exemples de CTAs :<\/strong><\/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<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-66ba1ed\" data-id=\"66ba1ed\" 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-f4ddb4e elementor-widget elementor-widget-spacer\" data-id=\"f4ddb4e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b39f464 elementor-widget elementor-widget-text-editor\" data-id=\"b39f464\" 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><strong>Ou encore : <\/strong><\/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-ebc0182 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ebc0182\" 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-5caea1b\" data-id=\"5caea1b\" 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-c45dff1 elementor-align-left elementor-widget elementor-widget-button\" data-id=\"c45dff1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"512\" viewBox=\"0 0 64 64\" width=\"512\"><g id=\"Pin\"><path d=\"m32 0a24.0319 24.0319 0 0 0 -24 24c0 17.23 22.36 38.81 23.31 39.72a.99.99 0 0 0 1.38 0c.95-.91 23.31-22.49 23.31-39.72a24.0319 24.0319 0 0 0 -24-24zm0 35a11 11 0 1 1 11-11 11.0066 11.0066 0 0 1 -11 11z\"><\/path><\/g><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">  J'Y vais !<\/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\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-a280b09\" data-id=\"a280b09\" 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-d43435f elementor-align-left elementor-widget elementor-widget-button\" data-id=\"d43435f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/business.azira.com\/fr-fr\/landingpage-livreblanc-digitalisation-prospectus\/fr\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Guide: Digitalisation des op\u00e9rations prospectus<\/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\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-2573fd5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2573fd5\" 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-3745775\" data-id=\"3745775\" 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-489dcab elementor-align-left elementor-widget elementor-widget-button\" data-id=\"489dcab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">En savoir plus<\/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\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-e464733\" data-id=\"e464733\" 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-aa9ff01 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aa9ff01\" 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-be133fc\" data-id=\"be133fc\" 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-4b089ab elementor-align-left elementor-widget elementor-widget-button\" data-id=\"4b089ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Voir nos offres<\/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\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-4db2283\" data-id=\"4db2283\" 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-18e137e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"18e137e\" 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-7994965\" data-id=\"7994965\" 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-f9b6a3f elementor-widget elementor-widget-text-editor\" data-id=\"f9b6a3f\" 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<h2>Quels indicateurs pour mesurer le ROI d\u2019une campagne Drive to Store ?<\/h2>\n<p>Le Drive to Store est un atout majeur pour g\u00e9n\u00e9rer du trafic en magasin, d&rsquo;autant plus que contrairement \u00e0 certains m\u00e9dias traditionnels, <b>il permet une r\u00e9elle mesure des actions men\u00e9es.<\/b><\/p>\n<p>Il est plus facile d&rsquo;arbitrer les actions marketing en fonction de leur ROI. Pour ce faire, il est donc essentiel <b>d&rsquo;identifier les indicateurs de performance propres au Drive to Store.<\/b><\/p>\n<p>Pour chaque op\u00e9ration, il convient donc d&rsquo;analyser en priorit\u00e9 :<\/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-dd69d67 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"dd69d67\" 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-33 elementor-top-column elementor-element elementor-element-2bcd3d6\" data-id=\"2bcd3d6\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-aa3402b ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"aa3402b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #d8cbf7;      }      .cls-1, .cls-2, .cls-3 {        stroke-width: 0px;      }      .cls-2 {        fill: #7d3bfd;      }      .cls-3 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-1\" d=\"M80,140V60c0-22,18-40,40-40h-60c-22,0-40,18-40,40v80c0,22,14,40,36,40s23.9-5.9,31.2-15.1c-4.7-6.8-7.2-15.5-7.2-24.9Z\"><\/path><g><path class=\"cls-2\" d=\"M492,229.1c-11,0-20,9-20,20v202.9c0,11-9,20-20,20H60c-11,0-20-9-20-20v-202.9c0-11-9-20-20-20S0,238.1,0,249.1v202.9c0,33.1,26.9,60,60,60h392c33.1,0,60-26.9,60-60v-202.9c0-11-9-20-20-20Z\"><\/path><path class=\"cls-2\" d=\"M216,432c11,0,20-9,20-20v-156c0-11-9-20-20-20h-120c-11,0-20,9-20,20v156c0,11,9,20,20,20s20-9,20-20v-136h80v136c0,11,9,20,20,20Z\"><\/path><path class=\"cls-2\" d=\"M452,0H60C26.9,0,0,26.9,0,60v80c0,34.2,24.1,60,56,60s29.4-5.8,40-15.3c10.6,9.5,24.6,15.3,40,15.3s29.4-5.8,40-15.3c10.6,9.5,24.6,15.3,40,15.3s29.4-5.8,40-15.3c10.6,9.5,24.6,15.3,40,15.3s29.4-5.8,40-15.3c10.6,9.5,24.6,15.3,40,15.3s29.4-5.8,40-15.3c10.6,9.5,24.6,15.3,40,15.3,31.9,0,56-25.8,56-60V60C512,26.9,485.1,0,452,0ZM472,140c0,9.2-4.2,20-16,20s-20-9-20-20-9-20-20-20-20,9-20,20-9,20-20,20-20-9-20-20-9-20-20-20-20,9-20,20-9,20-20,20-20-9-20-20-9-20-20-20-20,9-20,20-9,20-20,20-20-9-20-20-9-20-20-20-20,9-20,20-9,20-20,20-20-9-20-20-9-20-20-20-20,9-20,20-9,20-20,20-16-10.8-16-20V60c0-11,9-20,20-20h392c11,0,20,9,20,20v80Z\"><\/path><\/g><path class=\"cls-3\" d=\"M276,256v116c0,11,9,20,20,20h120c11,0,20-9,20-20v-116c0-11-9-20-20-20h-120c-11,0-20,9-20,20ZM316,276h80v76h-80v-76Z\"><\/path><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>Le nombre de visites en magasin<\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-33 elementor-top-column elementor-element elementor-element-77ee87e\" data-id=\"77ee87e\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-c855782 ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"c855782\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #7d3bfd;      }      .cls-1, .cls-2, .cls-3, .cls-4 {        stroke-width: 0px;      }      .cls-2 {        fill: #eb242a;      }      .cls-3 {        fill: #d6c7f9;      }      .cls-4 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-3\" d=\"M203,135c0-51.1,33.4-94.4,79.5-109.4-11.2-3.6-23.1-5.6-35.5-5.6-63.5,0-115,51.5-115,115s51.5,115,115,115,24.3-2,35.5-5.6c-46.1-15-79.5-58.3-79.5-109.4h0Z\"><\/path><g><path class=\"cls-1\" d=\"M256.1,270c74.4,0,135-60.6,135-135S330.5,0,256.1,0,121.1,60.6,121.1,135s60.6,135,135,135ZM256.1,40c52.4,0,95,42.6,95,95s-42.6,95-95,95-95-42.6-95-95,42.6-95,95-95Z\"><\/path><path class=\"cls-1\" d=\"M505.8,381.9c-13-25-42.7-35.9-70.4-25.5-19.3,7.3-42.8,16.3-68.5,23.3,2.4-11.4,1.2-23.4-3.5-34.9-6.9-16.7-21.1-29.2-38.9-34.1-9.1-2.5-19-3.1-29.4-1.7-68.5,9.3-109.3-13.9-145.3-34.3-24.2-13.7-47.1-26.7-73.8-26.7s-62,10.9-62,10.9c-10.5,3.3-16.4,14.5-13.1,25.1,3.3,10.5,14.5,16.4,25.1,13.1,0,0,24-9.1,50-9.1s32.9,9.5,54.1,21.5c31.7,18,73.3,41.6,135.1,41.6,11.1,0,22.9-.8,35.4-2.5,4.9-.7,9.5-.5,13.2.6,4.2,1.2,9.8,4,12.7,10.8,2.2,5.3,2.3,10.3.3,14.7-2.4,5.5-7.9,10.1-15.5,12.8-11,4-25.5,6.1-43.2,6.3-19,.1-38.6-2.1-54.9-6.3-10.7-2.8-21.6,3.6-24.4,14.3s3.6,21.6,14.3,24.4c19.1,5,42.1,7.7,64.1,7.7,76-.3,141.1-24.4,182.6-40.2,7-2.6,16.3-1.8,20.5,6.2,3.8,7.2,1.2,16.5-6,20.3-50.2,26.8-108.4,51.6-194,51.6s-146.4-29.4-191.8-54.1c-35-19-60.6-13-63.4-12.3h0C6.4,408,0,415.8,0,425s9,20,20,20,3.3-.2,4.8-.6c1.8-.3,14.7-2,34.4,8.7,49.5,26.9,126.3,58.9,210.9,58.9s178.6-38.1,212.9-56.4c26.4-14.1,36.6-47.2,22.8-73.8h0Z\"><\/path><path class=\"cls-2\" d=\"M267.1,434c-.3,0,.7,0,0,0Z\"><\/path><\/g><path class=\"cls-4\" d=\"M256,186c-11,0-20-9-20-20v-42c-11,0-20-9-20-20s9-20,20-20h20c11,0,20,9,20,20v62c0,11-9,20-20,20Z\"><\/path><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>Le co\u00fbt par visite <\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-33 elementor-top-column elementor-element elementor-element-8245ee7\" data-id=\"8245ee7\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-fa1e0d6 ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"fa1e0d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #7d3bfd;      }      .cls-1, .cls-2, .cls-3 {        stroke-width: 0px;      }      .cls-2 {        fill: #d6c7f9;      }      .cls-3 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-2\" d=\"M201.2,124.8c-59.5,17.9-179.5,1.1-180.7-48.9,1.2-50,121.2-66.8,180.7-48.9-160.3,2.9-160.2,94.9,0,97.8ZM307.9,254.5c0-26.9,54-48.7,120.9-48.9-59.5-17.9-179.5-1.1-180.7,48.9,1.2,50,121.2,66.8,180.7,48.9-66.8-.2-120.9-22-120.9-48.9h0Z\"><\/path><path class=\"cls-1\" d=\"M142.2,151.7c-55.4-.1-138.6-17.8-141.7-75.8,3.8-101.1,279.6-101.2,283.4,0-3.2,58.1-86.3,75.7-141.7,75.8ZM142.2,40c-63.1,0-101.8,23.3-101.8,35.9s38.6,35.9,101.8,35.9,101.8-23.3,101.8-35.9-38.6-35.9-101.8-35.9ZM176.1,239.9c26.2-3.6,22.5-41.4-3.9-39.7-9.8,1-19.9,1.4-29.9,1.4-42.7,0-82.7-8.8-112.4-24.6-9.7-5.2-21.8-1.5-27,8.3-5.2,9.7-1.5,21.8,8.3,27,35.4,18.8,82,29.2,131.1,29.3h.5c11.3,0,22.5-.5,33.4-1.6h0ZM186.8,330.5c10.9-1.4,18.6-11.5,17.2-22.4-1.4-10.9-11.5-18.6-22.4-17.2-12.7,1.7-25.9,2.5-39.3,2.5-42.7,0-82.7-8.8-112.4-24.6-9.7-5.2-21.8-1.5-27,8.3-5.2,9.7-1.5,21.8,8.3,27,35.4,18.8,82,29.2,131.1,29.3h.5c14.9,0,29.8-1,44.1-2.9h0ZM176.1,422.1c11-1.1,19-10.9,17.9-21.8-1.1-11-10.8-19-21.8-17.9-10.2,1-20.2,1.9-29.9,1.9-42.7,0-82.7-8.8-112.4-24.6-9.7-5.2-21.8-1.5-27,8.3-5.2,9.7-1.5,21.8,8.3,27,35.4,18.8,82,29.2,131.1,29.3h.3c11.5,0,22.5-1,33.6-2.1h0ZM176.1,508.9c11-1.1,19-10.9,17.9-21.8-1.1-11-10.8-19-21.8-17.9-10.2,1-20.2,1.9-29.9,1.9-42.7,0-82.7-8.8-112.4-24.6-9.7-5.2-21.8-1.5-27,8.3-5.2,9.7-1.5,21.8,8.3,27,35.4,18.8,82,29.2,131.1,29.3h.3c11.5,0,22.5-1,33.6-2.1h0ZM369.8,330.4c-55.4-.1-138.6-17.8-141.7-75.8,3.8-101.1,279.6-101.2,283.4,0-3.2,58.1-86.3,75.7-141.7,75.8ZM369.8,218.6c-63.1,0-101.8,23.3-101.8,35.9s38.6,35.9,101.8,35.9,101.8-23.3,101.8-35.9-38.6-35.9-101.8-35.9Z\"><\/path><path class=\"cls-3\" d=\"M370.3,420.2h-.5c-49.1,0-95.7-10.5-131.1-29.3-9.7-5.2-13.4-17.3-8.3-27,5.2-9.7,17.3-13.4,27-8.3,29.8,15.8,69.7,24.5,112.4,24.6,42.4,0,82.4-8.7,112.4-24.6,23.8-11.5,41.6,22,18.7,35.3-36.1,19.2-81.2,29.3-130.6,29.3h0ZM500.9,482.7c22.9-13.3,5.1-46.8-18.7-35.3-30,15.9-70,24.7-112.4,24.6-42.7,0-82.7-8.8-112.4-24.6-9.7-5.2-21.8-1.5-27,8.3-5.2,9.7-1.5,21.8,8.3,27,35.4,18.8,82,29.2,131.1,29.3h.5c49.4,0,94.6-10.1,130.6-29.3h0Z\"><\/path><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>Le chiffre d'affaire g\u00e9n\u00e9r\u00e9 <\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-84b8ff9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"84b8ff9\" 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-c4fc30a\" data-id=\"c4fc30a\" 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-2de9eed elementor-widget elementor-widget-text-editor\" data-id=\"2de9eed\" 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<div class=\"wp-block-columns btn-group1\">\n<div class=\"wp-block-column\">\n<div class=\"wp-block-columns btn-group1\">\n<div class=\"wp-block-column\"><b>En revanche pour aller plus loin dans cette analyse et pour comprendre l&rsquo;impact du Drive to Store sur le ROI, il est int\u00e9ressant d\u2019y int\u00e9grer lorsque c\u2019est possible :<\/b><\/div>\n<\/div>\n<\/div>\n<\/div>\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-939acb3 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"939acb3\" 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-33 elementor-top-column elementor-element elementor-element-cc21ca3\" data-id=\"cc21ca3\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-c147bd3 ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"c147bd3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #7d3bfd;      }      .cls-1, .cls-2, .cls-3 {        stroke-width: 0px;      }      .cls-2 {        fill: #d6c7f9;      }      .cls-3 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-2\" d=\"M236,436c0-33.6,20.7-62.3,50-74.2-9.3-3.8-19.4-5.8-30-5.8-44.2,0-80,35.8-80,80s17.9,40,40,40h60c-22.1,0-40-17.9-40-40Z\"><\/path><g><path class=\"cls-1\" d=\"M316,276c0-33.1-26.9-60-60-60s-60,26.9-60,60,26.9,60,60,60,60-26.9,60-60ZM256,296c-11,0-20-9-20-20s9-20,20-20,20,9,20,20-9,20-20,20Z\"><\/path><path class=\"cls-1\" d=\"M412,176c-33.1,0-60,26.9-60,60s26.9,60,60,60,60-26.9,60-60-26.9-60-60-60ZM412,256c-11,0-20-9-20-20s9-20,20-20,20,9,20,20-9,20-20,20Z\"><\/path><path class=\"cls-1\" d=\"M100,296c33.1,0,60-26.9,60-60s-26.9-60-60-60-60,26.9-60,60,26.9,60,60,60ZM100,216c11,0,20,9,20,20s-9,20-20,20-20-9-20-20,9-20,20-20Z\"><\/path><path class=\"cls-1\" 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d=\"M96,16c-11,0-20,9-20,20v12.5l-11.9-3.9c-10.5-3.4-21.8,2.3-25.2,12.8-3.4,10.5,2.3,21.8,12.8,25.2l11.9,3.9-7.3,10.1c-6.5,8.9-4.5,21.4,4.4,27.9,8.9,6.5,21.4,4.6,27.9-4.4l7.3-10.1,7.3,10.1c6.5,9,19,10.9,27.9,4.4,8.9-6.5,10.9-19,4.4-27.9l-7.3-10.1,11.9-3.9c10.5-3.4,16.3-14.7,12.8-25.2-3.4-10.5-14.7-16.3-25.2-12.8l-11.9,3.9v-12.5c0-11-9-20-20-20Z\"><\/path><path class=\"cls-1\" d=\"M436,36c0-11-9-20-20-20s-20,9-20,20v12.5l-11.9-3.9c-10.5-3.4-21.8,2.3-25.2,12.8-3.4,10.5,2.3,21.8,12.8,25.2l11.9,3.9-7.3,10.1c-6.5,8.9-4.5,21.4,4.4,27.9,8.9,6.5,21.4,4.6,27.9-4.4l7.3-10.1,7.3,10.1c6.5,9,19,10.9,27.9,4.4,8.9-6.5,10.9-19,4.4-27.9l-7.3-10.1,11.9-3.9c10.5-3.4,16.3-14.7,12.8-25.2-3.4-10.5-14.7-16.3-25.2-12.8l-11.9,3.9v-12.5Z\"><\/path><\/g><path class=\"cls-3\" d=\"M313.1,57.5c-3.4-10.5-14.7-16.3-25.2-12.8l-11.9,3.9v-12.5c0-11-9-20-20-20s-20,9-20,20v12.5l-11.9-3.9c-10.5-3.4-21.8,2.3-25.2,12.8-3.4,10.5,2.3,21.8,12.8,25.2l11.9,3.9-7.3,10.1c-6.5,8.9-4.5,21.4,4.4,27.9,8.9,6.5,21.4,4.6,27.9-4.4l7.3-10.1,7.3,10.1c6.5,9,19,10.9,27.9,4.4,8.9-6.5,10.9-19,4.4-27.9l-7.3-10.1,11.9-3.9c10.5-3.4,16.3-14.7,12.8-25.2h0Z\"><\/path><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>Les visites incr\u00e9mentales*<\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-33 elementor-top-column elementor-element elementor-element-a0a9cf5\" data-id=\"a0a9cf5\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-6603380 ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"6603380\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #7d3bfd;      }      .cls-1, .cls-2 {        stroke-width: 0px;      }      .cls-2 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-2\" d=\"M476,376v-160c0-33.1-26.9-60-60-60s-60,26.9-60,60v160c0,33.1,26.9,60,60,60s60-26.9,60-60ZM396,376v-160c0-11,9-20,20-20s20,9,20,20v160c0,11-9,20-20,20s-20-9-20-20Z\"><\/path><g><path class=\"cls-1\" d=\"M36,376c0,33.1,26.9,60,60,60s60-26.9,60-60-26.9-60-60-60-60,26.9-60,60ZM116,376c0,11-9,20-20,20s-20-9-20-20,9-20,20-20,20,9,20,20Z\"><\/path><path class=\"cls-1\" d=\"M196,296v80c0,33.1,26.9,60,60,60s60-26.9,60-60v-80c0-33.1-26.9-60-60-60s-60,26.9-60,60ZM276,296v80c0,11-9,20-20,20s-20-9-20-20v-80c0-11,9-20,20-20s20,9,20,20Z\"><\/path><path class=\"cls-1\" d=\"M492,472H20c-11,0-20,9-20,20s9,20,20,20h472c11,0,20-9,20-20s-9-20-20-20Z\"><\/path><path class=\"cls-1\" d=\"M261.9,117.6l-3.4-3.4c-11.3-11.3-26.4-17.6-42.4-17.6s0,0,0,0c-16,0-31.1,6.2-42.4,17.6L41.9,245.9c-7.8,7.8-7.8,20.5,0,28.3,7.8,7.8,20.5,7.8,28.3,0l131.7-131.7c3.8-3.8,8.8-5.9,14.1-5.9s10.4,2.1,14.1,5.9l3.4,3.4c23.4,23.4,61.5,23.4,84.9,0l77.6-77.6v31.7c0,11,9,20,20,20s20-9,20-20v-40C436,27,409.1,0,376,0h-40C325,0,316,9,316,20s9,20,20,20h31.7l-77.6,77.6c-7.8,7.8-20.5,7.8-28.3,0Z\"><\/path><\/g><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>L'uplift**<\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-33 elementor-top-column elementor-element elementor-element-6c93f15\" data-id=\"6c93f15\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-fbdf6fe ekit-equal-height-disable elementor-widget elementor-widget-elementskit-icon-box\" data-id=\"fbdf6fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >        <!-- link opening -->\n                <!-- end link opening -->\n\n        <div class=\"elementskit-infobox text-left text-left icon-top-align elementor-animation-   \">\n                    <div class=\"elementskit-box-header elementor-animation-\">\n                <div class=\"elementskit-info-box-icon  \">\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:svgjs=\"http:\/\/svgjs.com\/svgjs\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 512 512\"><defs><style>      .cls-1 {        fill: #7d3bfd;      }      .cls-1, .cls-2, .cls-3 {        stroke-width: 0px;      }      .cls-2 {        fill: #d6c7f9;      }      .cls-3 {        fill: #301f5c;      }    <\/style><\/defs><path class=\"cls-2\" d=\"M80,276V116c0-44.2,35.8-80,80-80h-60c-44.2,0-80,35.8-80,80v160c0,44.2,35.8,80,80,80h60c-44.2,0-80-35.8-80-80Z\"><\/path><g><path class=\"cls-1\" d=\"M100,376h312c55.1,0,100-44.9,100-100V116c0-55.1-44.9-100-100-100H100C44.9,16,0,60.9,0,116v160c0,55.1,44.9,100,100,100ZM40,116c0-33.1,26.9-60,60-60h312c33.1,0,60,26.9,60,60v160c0,33.1-26.9,60-60,60H100c-33.1,0-60-26.9-60-60V116Z\"><\/path><path class=\"cls-1\" d=\"M336,456h-60v-20c0-11-9-20-20-20s-20,9-20,20v20h-60c-11,0-20,9-20,20s9,20,20,20h160c11,0,20-9,20-20s-9-20-20-20Z\"><\/path><path class=\"cls-1\" d=\"M140,296h120c11,0,20-9,20-20s-9-20-20-20h-120c-8.6,0-15.9-5.4-18.7-13l52.9-52.9c2.1-2.1,4.6-2.4,5.9-2.4s3.7.3,5.9,2.4c9.1,9.1,21.2,14.1,34.1,14.1s25-5,34.1-14.1l20-20c7.8-7.8,7.8-20.5,0-28.3s-20.5-7.8-28.3,0l-20,20c-2.1,2.1-4.6,2.4-5.9,2.4s-3.7-.3-5.9-2.4c-9.1-9.1-21.2-14.1-34.1-14.1s-25,5-34.1,14.1l-25.9,25.9v-71.7c0-11-9-20-20-20s-20,9-20,20v120c0,33.1,26.9,60,60,60Z\"><\/path><path class=\"cls-1\" d=\"M336,136h80c11,0,20-9,20-20s-9-20-20-20h-80c-11,0-20,9-20,20s9,20,20,20Z\"><\/path><path class=\"cls-1\" d=\"M336,296h80c11,0,20-9,20-20s-9-20-20-20h-80c-11,0-20,9-20,20s9,20,20,20Z\"><\/path><\/g><path class=\"cls-3\" d=\"M416,176h-80c-11,0-20,9-20,20s9,20,20,20h80c11,0,20-9,20-20s-9-20-20-20Z\"><\/path><\/svg>\n                <\/div>\n          <\/div>\n                        <div class=\"box-body\">\n                        \t\t  \t<p>Le chiffre d'affaire incr\u00e9mental<\/p>\n                                <\/div>\n        \n        \n                <\/div>\n        <\/div>\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-958d1a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"958d1a7\" 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-dfc69a9\" data-id=\"dfc69a9\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-176379e elementor-widget elementor-widget-text-editor\" data-id=\"176379e\" 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>Afin de garantir l\u2019agnosticisme des r\u00e9gies, il est recommand\u00e9 de faire appel \u00e0 des tiers mesureurs ind\u00e9pendants pour avoir des r\u00e9sultats non biais\u00e9s.<\/p>\n<p><i>*L\u2019incr\u00e9mentalit\u00e9 consiste \u00e0 s\u00e9parer une population test, qui sera expos\u00e9e \u00e0 la campagne, d\u2019une population t\u00e9moin qui ne le sera pas, et de comparer les r\u00e9sultats pour conna\u00eetre l\u2019incr\u00e9ment g\u00e9n\u00e9r\u00e9.<br \/><\/i><\/p>\n<p><i>**L\u2019uplift correspond \u00e0 la variation du taux de visites des utilisateurs expos\u00e9s pendant l\u2019op\u00e9ration par rapport \u00e0 la moyenne. Il s\u2019agit de calculer le nombre de visites g\u00e9n\u00e9r\u00e9es sur l\u2019ensemble des personnes expos\u00e9es.<\/i><\/p>\n<p>Une telle opportunit\u00e9 de mesure permet aux retailers d\u2019adopter une strat\u00e9gie \u201cdata-driven\u201d, dont les d\u00e9cisions sont bas\u00e9es sur l\u2019interpr\u00e9tation des donn\u00e9es g\u00e9n\u00e9r\u00e9es par chaque op\u00e9ration. En \u00e9valuant les campagnes les plus performantes, et leur contribution au ROI, mais en ayant \u00e9galement une vision sur les offres, produits ou messages les plus impactants, les annonceurs peuvent par la suite optimiser leurs prochaines campagnes.<\/p>\n<p>Le Drive to Store est aujourd\u2019hui un atout majeur dans la strat\u00e9gie de communication des retailers. Sur un univers de points de vente, o\u00f9 chacun doit b\u00e9n\u00e9ficier d\u2019une communication personnalis\u00e9e, l\u2019opportunit\u00e9 de diffusion \u00e0 l\u2019\u00e9chelon local, la g\u00e9ocontextualisation des visuels et le croisement des donn\u00e9es online et offline sont primordiaux.<\/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 Drive to Store, un atout cl\u00e9 pour optimiser l\u2019efficacit\u00e9 de votre strat\u00e9gie m\u00e9dia Chaque retailer cherche \u00e0 mettre en place le plan d\u2019action marketing le plus impactant possible. Pour cela, il doit trouver le \u201cmix m\u00e9dia\u201d id\u00e9al pour rendre compl\u00e9mentaires les leviers de communication traditionnels et digitaux. L\u2019objectif \u00e9tant d\u2019avoir une vision sur les [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":15037,"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-16435","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\/05\/Retailers-1.jpg","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 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plan de communication des retailers : quelle place pour le DTS ?<\/title>\n<meta name=\"description\" content=\"V\u00e9ritable levier pour g\u00e9n\u00e9rer du trafic en point de vente, le Drive-to-Store est un \u00e9l\u00e9ment essentiel du plan de communication des retailers.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plan de communication des retailers : quelle place pour le DTS ?\" \/>\n<meta property=\"og:description\" content=\"V\u00e9ritable levier pour g\u00e9n\u00e9rer du trafic en point de vente, le Drive-to-Store est un \u00e9l\u00e9ment essentiel du plan de communication des retailers.\" \/>\n<meta property=\"og:url\" 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