{"id":16560,"date":"2022-12-09T19:04:33","date_gmt":"2022-12-09T19:04:33","guid":{"rendered":"https:\/\/nearintelligence.kinsta.cloud\/?p=16560"},"modified":"2024-11-06T20:04:15","modified_gmt":"2024-11-06T14:34:15","slug":"quels-facteurs-prendre-en-compte-lors-de-linterpretation-des-resultats-dune-campagne-drive-to-store","status":"publish","type":"post","link":"https:\/\/azira.dev\/fr\/blogs\/quels-facteurs-prendre-en-compte-lors-de-linterpretation-des-resultats-dune-campagne-drive-to-store\/","title":{"rendered":"Quels facteurs prendre en compte lors de l\u2019interpr\u00e9tation des r\u00e9sultats d\u2019une campagne drive to store ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16560\" class=\"elementor elementor-16560\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3176669d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3176669d\" 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-142358c8\" data-id=\"142358c8\" 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-48ef9579 elementor-widget elementor-widget-text-editor\" data-id=\"48ef9579\" 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 <a href=\"https:\/\/azira.dev\/fr\/blogs\/le-drive-to-store-comment-cela-fonctionne-definition-et-bonnes-pratiques\/\">drive to store <\/a>est un dispositif digital permettant aux annonceurs d\u2019inciter les individus \u00e0 se rendre dans leurs points de vente physiques. Il leur offre \u00e9galement l\u2019opportunit\u00e9 de mesurer l\u2019efficacit\u00e9 de chaque campagne publicitaire <a title=\"\" href=\"https:\/\/azira.dev\/fr\/blogs\/what-is-incrementality-in-drive-to-store-advertising\/\" target=\"_blank\" rel=\"noopener\">gr\u00e2ce \u00e0 des m\u00e9thodologies bien rod\u00e9es<\/a>. L\u2019analyse de ces r\u00e9sultats consiste \u00e0 v\u00e9rifier s\u2019il y a eu une variation du trafic suite \u00e0 l\u2019exposition au visuel.<\/p><p>Cependant, en parall\u00e8le de l\u2019exposition, de nombreux facteurs peuvent \u00eatre \u00e0 l\u2019origine d\u2019une baisse ou d\u2019une hausse des visites en magasin. Ces derniers sont des \u00e9l\u00e9ments majeurs \u00e0 int\u00e9grer dans l\u2019interpr\u00e9tation des r\u00e9sultats. Voici ci-dessous quelques exemples..<\/p><h2><em>Le facteur temporel<\/em><\/h2><p>Effectivement, en fonction du moment de la semaine, du mois, ou encore de l\u2019ann\u00e9e, le trafic en magasin peut \u00eatre influenc\u00e9 :<\/p><div class=\"wp-block-advgb-list\">\u00a0<\/div><h2><em><em>Le facteur concurrentiel\u00a0<\/em><\/em><\/h2><p>Si vous constatez une variation des visites dans un point de vente, cela peut \u00e9galement \u00eatre d\u00fb \u00e0 la concurrence qui se trouve dans la m\u00eame zone que vous, et qui peut par exemple :<\/p><div class=\"wp-block-advgb-list\">\u00a0<\/div><h2><em><em><em>Le facteur local hors concurrence<\/em><\/em><\/em><\/h2><p>En effet, la concurrence n\u2019est pas le seul facteur local \u00e0 prendre en compte lors de l\u2019analyse du trafic en magasin. De mani\u00e8re plus basique, il existe \u00e9galement d\u2019autres causes d\u2019une baisse ou d\u2019une augmentation du nombre de visiteurs, comme par exemple :<\/p><div class=\"wp-block-advgb-list\"><ul class=\"advgblist-b664c561-e21c-48c5-937e-f0d4f60043b1 advgb-list advgb-list-yes-alt\"><li><strong><strong>La m\u00e9t\u00e9o<\/strong>. <\/strong>Tout simplement ! Les conditions m\u00e9t\u00e9os, notamment extr\u00eames, ont un impact fort sur les visites en magasin.<\/li><li><strong><strong>Les travaux en cours \u00e0 proximit\u00e9. <\/strong><\/strong>Que ce soit proche d\u2019un point de vente, ou dans une rue y donnant acc\u00e8s, les travaux peuvent toujours influencer le trafic. S\u2019ils impactent l\u2019acc\u00e8s ou l\u2019exp\u00e9rience d\u2019achat du point de vente, le trafic pourrait potentiellement \u00eatre perturb\u00e9.<\/li><\/ul><\/div><h2><em><em><em><em>Les facteurs internes<\/em><\/em><\/em><\/em><\/h2><p>Et oui.. Par moment cela peut \u00e9galement venir des d\u00e9cisions strat\u00e9giques ou op\u00e9rationnelles ! La variation de trafic peut \u00e9galement s\u2019expliquer par les choix faits en amont lors de la mise en place du plan de communication. Il y aura alors plusieurs aspects \u00e0 \u00e9tudier comme :<\/p><div class=\"wp-block-advgb-list\"><ul class=\"advgblist-c5bb8fd6-33b5-44ae-ab52-1eb4122fdd09 advgb-list advgb-list-yes-alt\"><li><strong><strong><strong>Le choix des offres mises en avant<\/strong>.<\/strong><\/strong> En effet, certaines offres sont plus attrayantes que d\u2019autres, plus appr\u00e9ci\u00e9es (selon les r\u00e9gions par exemple). Une augmentation du trafic pourra donc confirmer qu\u2019une offre marche mieux \u00e0 un endroit qu\u2019un autre, une baisse du trafic pourra en revanche se traduire par un mauvais choix des offres s\u00e9lectionn\u00e9es.<\/li><li><strong>L\u2019attractivit\u00e9 des visuels<\/strong>.Car si le drive to store a pour objectif de g\u00e9n\u00e9rer des visites en magasin, cela d\u00e9pendra grandement des visuels expos\u00e9s et de leur esth\u00e9tisme. <a href=\"https:\/\/azira.dev\/fr\/blogs\/5-tips-creatifs-pour-le-drive-to-store\/\">Un visuel non attrayant et peu original su<\/a><a href=\"https:\/\/azira.dev\/fr\/blogs\/5-tips-creatifs-pour-le-drive-to-store\/\" target=\"_blank\" rel=\"noreferrer noopener\">scitera moins d\u2019int\u00e9r\u00eat qu\u2019un visuel r\u00e9ellement cr\u00e9atif.<\/a><\/li><\/ul><\/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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le drive to store est un dispositif digital permettant aux annonceurs d\u2019inciter les individus \u00e0 se rendre dans leurs points de vente physiques. Il leur offre \u00e9galement l\u2019opportunit\u00e9 de mesurer l\u2019efficacit\u00e9 de chaque campagne publicitaire gr\u00e2ce \u00e0 des m\u00e9thodologies bien rod\u00e9es. L\u2019analyse de ces r\u00e9sultats consiste \u00e0 v\u00e9rifier s\u2019il y a eu une variation du [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":46322,"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":[181,183],"tags":[],"class_list":["post-16560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-generer-du-trafic","category-strategie-multi-locale"],"acf":[],"featured_image_src":"https:\/\/azira.dev\/wp-content\/uploads\/2022\/10\/checklist-drive-to-store-campaign.webp","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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