{"id":51147,"date":"2023-10-27T17:08:07","date_gmt":"2023-10-27T11:38:07","guid":{"rendered":"https:\/\/azira.com\/?p=51147"},"modified":"2025-01-24T18:59:24","modified_gmt":"2025-01-24T13:29:24","slug":"intermarche-zenith-et-near-remportent-les-cas-dor-de-la-publicite-locale-aux-digilocales-2023","status":"publish","type":"post","link":"https:\/\/azira.dev\/fr\/blogs\/intermarche-zenith-et-near-remportent-les-cas-dor-de-la-publicite-locale-aux-digilocales-2023\/","title":{"rendered":"Intermarch\u00e9, Zenith et Azira remportent les Cas d\u2019Or de la publicit\u00e9 locale aux Digilocales 2023"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"51147\" class=\"elementor elementor-51147\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-afd7e5b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"afd7e5b\" 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-f752991\" data-id=\"f752991\" 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-0e7992c elementor-widget elementor-widget-text-editor\" data-id=\"0e7992c\" 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>En octobre dernier, Intermarch\u00e9 en collaboration avec la r\u00e9gie Azira et l\u2019agence Zenith recevait les Cas d\u2019Or de la publicit\u00e9 locale et du marketing g\u00e9olocalis\u00e9 apr\u00e8s avoir pr\u00e9sent\u00e9 la solution de digitalisation des catalogues que la r\u00e9gie a mis en place depuis plusieurs ann\u00e9es avec l\u2019enseigne pour initier sa transition digitale.<\/p><h2>Les challenges auxquels devaient r\u00e9pondre la transformation digitale<\/h2><p>Afin de trouver une solution compl\u00e9mentaire aux prospectus et catalogues papier d\u2019Intermarch\u00e9, Azira, en partenariat avec Zenith, devait proposer une solution de digitalisation des catalogues qui r\u00e9pondait aux crit\u00e8res suivants :<\/p><ul><li>Conserver une diffusion locale et garantie par magasin<\/li><li>Proposer un ciblage dynamique, granulaire et \u201cuser-centric\u201d<\/li><li>Permettre une mesure simple de la performance \u00e0 l\u2019\u00e9chelle du magasin<\/li><li>D\u00e9velopper des visuels interactifs mettant en valeur toutes les promotions<\/li><\/ul><h2>La strat\u00e9gie gagnante d\u2019Intermarch\u00e9<\/h2><p>Afin de r\u00e9pondre \u00e0 ces diff\u00e9rents enjeux, Azira, en collaboration avec Zenith, a donc d\u00e9velopp\u00e9 une solution proposant la promotion digitale des produits Intermarch\u00e9, diffus\u00e9s sur les sites et applications r\u00e9gionaux phares du territoire.<\/p><p><strong>Une solution sur laquelle Azira accompagnait Intermarch\u00e9 \u00e0 chaque \u00e9tape :<\/strong><\/p><ol><li>D\u00e9finition des crit\u00e8res de ciblage et construction du l\u2019audience<\/li><li>Identification du cadre de diffusion : whitelist\/blacklist<\/li><li>Optimisation de la campagne en temps r\u00e9el (visuels, ciblage etc..)<\/li><li>Analyse des r\u00e9sultats et pr\u00e9sentation de bilans personnalis\u00e9s avec KPIs cl\u00e9s*<\/li><\/ol><p><i>* Des bilans envoy\u00e9s \u00e0 pr\u00e8s de 1750 points de vente de l\u2019enseigne au premier semestre 2023, soit 94% du parc Intermarch\u00e9<\/i><\/p><p>Une solution permettant \u00e0 Intermarch\u00e9 une ma\u00eetrise des co\u00fbts par magasin, les co\u00fbts par contact \u00e9tant jusqu\u2019\u00e0 11 fois moins on\u00e9reux qu\u2019avec une communication papier.<\/p><h2>Des zones de diffusion propres \u00e0 chaque magasin participant<\/h2><p>Aujourd\u2019hui, Azira collecte de la donn\u00e9e relative \u00e0 pr\u00e8s de 40 millions de profils en France. L\u2019analyse de leurs d\u00e9placements permet de conna\u00eetre les habitudes de consommation des clients Intermarch\u00e9.<\/p><p>Ainsi, gr\u00e2ce \u00e0 ces <a href=\"https:\/\/azira.dev\/fr\/blogs\/le-geomarketing-pour-optimiser-performances-point-de-vente\/\">analyses g\u00e9omarketing<\/a>, Azira est en mesure de <a href=\"https:\/\/azira.dev\/fr\/blogs\/zone-de-chalandise-le-guide-complet\/\">construire des zones de chalandise<\/a> dynamiques en suivant plusieurs \u00e9tapes sp\u00e9cifiques :<\/p><ol><li>L\u2019analyse des zones de vie (travail, r\u00e9sidence..) des clients Intermarch\u00e9 permet \u00e0 Azira de d\u00e9terminer une zone de communication par magasin, en fonction de sa vocation, de son emplacement, sa client\u00e8le, et l\u2019intensit\u00e9 de la concurrence dans la zone.<\/li><li>Une fois la zone de communication par magasin \u00e9tablie, Azira identifie tous les internautes situ\u00e9s dans chacune de ces zones, et qui constituent l\u2019audience Intermarch\u00e9.<\/li><li>En fonction du nombre de contacts garantis par point de vente, Azira identifie les profils les plus app\u00e9tents pour les exposer \u00e0 la campagne. Ce proc\u00e9d\u00e9 de g\u00e9n\u00e9ration d\u2019audiences sophistiqu\u00e9 permet d\u2019exposer chaque utilisateur \u00e0 son magasin de r\u00e9f\u00e9rence, avec une fiabilit\u00e9 sup\u00e9rieure \u00e0 99%*.<\/li><\/ol><p><i>* Bas\u00e9 sur le nombre de retours terrains re\u00e7us.<\/i><\/p><h2>Conserver les codes du prospectus papier d\u2019Intermarch\u00e9<\/h2>\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-1415f4f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1415f4f\" 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-66 elementor-top-column elementor-element elementor-element-522a883a\" data-id=\"522a883a\" 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-1627bf08 elementor-widget elementor-widget-text-editor\" data-id=\"1627bf08\" 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>Dans le but de rendre le prospectus digital compl\u00e9mentaire du format papier originel, l\u2019id\u00e9e pour Azira \u00e9tait de reprendre les codes initiaux \u00e0 int\u00e9grer dans les visuels publicitaires.<\/p><p>Pour ce faire, le studio cr\u00e9atif d&rsquo;Azira a d\u00e9velopp\u00e9 des formats innovants qui mettent en avant une large s\u00e9lection de produits de mani\u00e8re interactive et ludique pour l\u2019utilisateur. Des formats sur lesquels les \u00e9quipes d&rsquo;Azira ont r\u00e9alis\u00e9 plus d\u2019une dizaine d\u2019AB tests pour d\u00e9terminer les meilleurs formats cr\u00e9atifs.<\/p><p>De plus, Azira s\u2019est charg\u00e9 de dynamiser les visuels afin que chaque utilisateur ait la possibilit\u00e9 d\u2019\u00eatre redirig\u00e9 vers le point de vente de r\u00e9f\u00e9rence pour g\u00e9n\u00e9rer du trafic qualifi\u00e9 en magasin.<\/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-33 elementor-top-column elementor-element elementor-element-24fad1c1\" data-id=\"24fad1c1\" 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-3e294d64 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"3e294d64\" 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\/2023\/10\/intermatche-jusqu.gif\" title=\"intermatche-jusqu.gif\" alt=\"intermatche-jusqu.gif\" 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-2e49eaf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e49eaf\" 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-d94e18f\" data-id=\"d94e18f\" 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-2d151a9 elementor-widget elementor-widget-text-editor\" data-id=\"2d151a9\" 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>Des r\u00e9sultats probants<\/h2><p>Azira, accompagn\u00e9 de Zenith, proposait \u00e0 Intermarch\u00e9 la possibilit\u00e9 de mesurer les performances des campagnes de l\u2019\u00e9chelon national \u00e0 celui du point de vente gr\u00e2ce \u00e0 des reportings personnalis\u00e9s complets, qui ont pu mettre en avant les r\u00e9sultats suivants :<\/p><ol><li>10,8 millions de personnes en moyenne expos\u00e9es au prospectus digital chaque semaine<\/li><li>+12% de hausse du retour sur investissement au premier semestre 2023 (vs. S1 2022), qui a permis de d\u00e9gager un chiffre d&rsquo;affaires incr\u00e9mental en forte hausse de +80% sur la m\u00eame p\u00e9riode<\/li><li>Un ROI en hausse de 5% par rapport aux ROI observ\u00e9s par Kairos sur la base sectorielle GSA, toutes th\u00e9matiques confondues au premier semestre 2023.<\/li><\/ol>\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>En octobre dernier, Intermarch\u00e9 en collaboration avec la r\u00e9gie Azira et l\u2019agence Zenith recevait les Cas d\u2019Or de la publicit\u00e9 locale et du marketing g\u00e9olocalis\u00e9 apr\u00e8s avoir pr\u00e9sent\u00e9 la solution de digitalisation des catalogues que la r\u00e9gie a mis en place depuis plusieurs ann\u00e9es avec l\u2019enseigne pour initier sa transition digitale. Les challenges auxquels devaient [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":51148,"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-51147","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\/2023\/10\/intermarche-zenith-et-near-yoast.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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