{"id":6437,"date":"2019-09-18T14:54:58","date_gmt":"2019-09-18T18:54:58","guid":{"rendered":"https:\/\/go.trader.ca\/?p=6437"},"modified":"2022-06-28T05:46:04","modified_gmt":"2022-06-28T09:46:04","slug":"les-places-daffaires-en-ligne-la-principale-source-dinformation-des-acheteurs-automobiles-canadiens","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/les-places-daffaires-en-ligne-la-principale-source-dinformation-des-acheteurs-automobiles-canadiens\/","title":{"rendered":"Les places d\u2019affaires en ligne: la principale source d\u2019information des acheteurs automobiles canadiens"},"content":{"rendered":"<p>L\u2019\u00e9tude approfondie des pr\u00e9f\u00e9rences et des actions des acheteurs de v\u00e9hicules nous permet d\u2019optimiser l\u2019exp\u00e9rience que nous offrons aux consommateurs et de d\u00e9velopper les outils qui permettent \u00e0 nos commer\u00e7ants-partenaires d\u2019int\u00e9resser et d\u2019interagir avec ces m\u00eames consommateurs. Les conclusions tir\u00e9es de nos activit\u00e9s de recherche constituent l\u2019une des principales sources d\u2019innovation et de valeur que nous partageons avec nos annonceurs et les consommateurs.<\/p>\n<p>Bien que la r\u00e9alisation de sondages en ligne nous en apprend quand m\u00eame pas mal sur les habitudes d\u2019achat automobiles des Canadiens, la rencontre en personne avec des consommateurs qui sont sur le point de conclure un achat, chez les commer\u00e7ants, nous r\u00e9v\u00e8le souvent des d\u00e9tails insoup\u00e7onn\u00e9s.<\/p>\n<p>En collaboration avec le cabinet d\u2019\u00e9tude Dig Insights, nous avons cherch\u00e9 \u00e0 analyser de bout en bout le parcours d\u2019achat des consommateurs, afin de mieux comprendre les raisons motivant une visite chez un commer\u00e7ant automobile et afin d\u2019\u00e9ventuellement faire le lien entre les comportements en ligne et les actions entreprises hors ligne.<\/p>\n<p>Ainsi, l\u2019\u00e9quipe de Dig a men\u00e9 une \u00ab\u00a0\u00e9tude d\u2019interception\u00a0\u00bb sur le terrain aupr\u00e8s d\u2019environ 500 consommateurs chez 30 commer\u00e7ants automobiles au Canada, pour leur poser des questions sur leur parcours d\u2019achat. L\u2019\u00e9quipe a une fois de plus prouv\u00e9 que le parcours d\u2019achat automobile est loin d\u2019\u00eatre un processus lin\u00e9aire. Il en ressort aussi que les places d\u2019affaires automobiles en ligne constituent la principale ressource d\u2019information des consommateurs, autant avant la visite chez un commer\u00e7ant, qu\u2019apr\u00e8s. Cette \u00e9tude a aussi confirm\u00e9 que la majorit\u00e9 des consommateurs se pr\u00e9sentent sans s\u2019annoncer \u00e0 l\u2019avance (ex.: soumission d\u2019une demande d\u2019information par formulaire en ligne).<\/p>\n<p>Depuis un certain temps, notre industrie semble avoir d\u00e9velopp\u00e9 une obsession sur le nombre de \u00ab\u00a0demandes d\u2019informations\u00a0\u00bb (prospects) g\u00e9n\u00e9r\u00e9es par les places d\u2019affaires en ligne ou les sites web des constructeurs et commer\u00e7ants, alors que dans la r\u00e9alit\u00e9, la grande majorit\u00e9 des consommateurs se pr\u00e9sentent sans rendez-vous, au moment qui leur convient le mieux.<\/p>\n<p>Nous vous invitons \u00e0 examiner plus en d\u00e9tail les r\u00e9sultats pour voir ce qui convainc les consommateurs \u00e0 utiliser les places d\u2019affaires automobiles en ligne comme principale source d\u2019information lorsqu\u2019ils s\u2019appr\u00eatent \u00e0 acheter. Tous les marchands et concessionnaires automobiles du Canada sont invit\u00e9s \u00e0 passer en revue les conclusions de cette \u00e9tude, en communiquant avec leur repr\u00e9sentant TRADER.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6434\" src=\"https:\/\/go.trader.ca\/wp-content\/uploads\/2019\/09\/AutoTrader_Infographic_Aug22_MartketplacesTopSource_long_final_FR.png\" alt=\"\" width=\"1755\" height=\"6530\" srcset=\"https:\/\/go.trader.ca\/wp-content\/uploads\/2019\/09\/AutoTrader_Infographic_Aug22_MartketplacesTopSource_long_final_FR.png 1755w, https:\/\/go.trader.ca\/wp-content\/uploads\/2019\/09\/AutoTrader_Infographic_Aug22_MartketplacesTopSource_long_final_FR-81x300.png 81w, https:\/\/go.trader.ca\/wp-content\/uploads\/2019\/09\/AutoTrader_Infographic_Aug22_MartketplacesTopSource_long_final_FR-768x2858.png 768w, https:\/\/go.trader.ca\/wp-content\/uploads\/2019\/09\/AutoTrader_Infographic_Aug22_MartketplacesTopSource_long_final_FR-275x1024.png 275w\" sizes=\"auto, (max-width: 1755px) 100vw, 1755px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019\u00e9tude approfondie des pr\u00e9f\u00e9rences et des actions des acheteurs de v\u00e9hicules nous permet d\u2019optimiser l\u2019exp\u00e9rience que nous offrons aux consommateurs et de d\u00e9velopper les outils qui permettent \u00e0 nos commer\u00e7ants-partenaires d\u2019int\u00e9resser et d\u2019interagir avec ces m\u00eames consommateurs. Les conclusions tir\u00e9es de nos activit\u00e9s de recherche constituent l\u2019une des principales sources d\u2019innovation et de valeur que<\/p>\n","protected":false},"author":35,"featured_media":9673,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[749],"tags":[39,239,41],"class_list":["post-6437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-autohebdo-net","tag-automobile","tag-place-daffaires"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les places d\u2019affaires en ligne: la principale source d\u2019information des acheteurs automobiles canadiens | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"description\" content=\"L\u2019\u00e9tude approfondie des pr\u00e9f\u00e9rences et des actions des acheteurs de v\u00e9hicules nous permet d\u2019optimiser l\u2019exp\u00e9rience que nous offrons aux consommateurs et de d\u00e9velopper les outils qui 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