{"id":7208,"date":"2020-03-27T13:57:47","date_gmt":"2020-03-27T17:57:47","guid":{"rendered":"https:\/\/go.trader.ca\/?p=7208"},"modified":"2022-06-28T05:40:06","modified_gmt":"2022-06-28T09:40:06","slug":"la-covid-19-accelerera-t-elle-ladoption-de-la-vente-au-detail-en-ligne-a-court-ou-a-long-terme","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/la-covid-19-accelerera-t-elle-ladoption-de-la-vente-au-detail-en-ligne-a-court-ou-a-long-terme\/","title":{"rendered":"La COVID-19 acc\u00e9l\u00e9rera-t-elle l\u2019adoption de la vente au d\u00e9tail en ligne, \u00e0 court ou \u00e0 long terme?"},"content":{"rendered":"<p>Alors que se poursuit la flamb\u00e9e de COVID-19, les consommateurs ne quittent plus leur maison en r\u00e9ponse aux consignes des autorit\u00e9s. Par cons\u00e9quent, le statut du commerce en ligne est pass\u00e9 de commodit\u00e9 \u00e0 n\u00e9cessit\u00e9. Afin de r\u00e9pondre aux besoins des consommateurs, les commer\u00e7ants automobiles ont d\u00e9j\u00e0 mis en place ou cherchent fr\u00e9n\u00e9tiquement \u00e0 int\u00e9grer des fonctions partielles ou des solutions compl\u00e8tes de vente au d\u00e9tail en ligne \u00e0 leurs activit\u00e9s. Cette int\u00e9gration va de mesures simples, comme la r\u00e9alisation des essais routiers au domicile du consommateur, \u00e0 la discussion par vid\u00e9o en ligne, \u00e0 la conversion de la paperasse au format \u00e9lectronique, jusqu\u2019\u00e0 des solutions compl\u00e8tes de commerce en ligne, qui permettraient \u00e0 un consommateur de se procurer un v\u00e9hicule sans quitter la maison!<\/p>\n<p>Mais aussi, les commer\u00e7ants automobiles se demandent si l\u2019int\u00e9r\u00eat des consommateurs envers la vente au d\u00e9tail en ligne persistera au fil du temps. En d\u2019autres mots: vaut-il la peine d\u2019investir? Les consommateurs adopteront-ils vraiment ce nouveau service?<\/p>\n<p>En nous basant sur nos connaissances des habitudes de magasinage des consommateurs et sur ce que nous avons observ\u00e9 dans d\u2019autres r\u00e9gions du monde (notamment en Chine), la r\u00e9ponse r\u00e9side dans la qualit\u00e9 d\u2019ex\u00e9cution de sa strat\u00e9gie de vente au d\u00e9tail en ligne.<\/p>\n<p>Aussi longtemps que les gens resteront \u00e0 la maison, ils iront en ligne et effectueront des recherches li\u00e9es \u00e0 l\u2019automobile, que ce soit pour acheter ou \u00e9changer un v\u00e9hicule, ou pour renouveler une location. On peut diviser les consommateurs en deux groupes: (i) ceux qui ach\u00e8teront un v\u00e9hicule d\u00e8s que les choses reviendront \u00e0 la normale, et (ii) ceux qui souhaitent r\u00e9aliser une transaction le plus rapidement possible. Ce 2e groupe passera assur\u00e9ment par la vente au d\u00e9tail en ligne, tandis que le 1er groupe est fort probablement plus ouvert que jamais \u00e0 ce concept.<\/p>\n<p><a href=\"https:\/\/www.autocar.co.uk\/car-news\/industry\/coronavirus-and-chinese-car-industry-what-we-can-learn\">Un grand d\u00e9taillant automobile de Chine<\/a> rapporte qu\u2019apr\u00e8s avoir int\u00e9gr\u00e9 un syst\u00e8me de commerce au d\u00e9tail en ligne \u00e0 ses activit\u00e9s, en r\u00e9ponse aux appels de distanciation physique qui poussent les consommateurs \u00e0 s\u2019isoler chez eux, <strong>ses ventes en ligne sont pass\u00e9es de quelques centaines \u00e0 des milliers, en rythme annuel<\/strong>. En ce qui concerne les acheteurs canadiens, on sait d\u00e9j\u00e0 qu\u2019ils sont pr\u00eats \u00e0 essayer d\u2019autres processus d\u2019achat automobile, puisque la visite physique chez le commer\u00e7ant constitue pour plusieurs l\u2019\u00e9tape la plus stressante et compliqu\u00e9e, en raison du rythme tr\u00e9pidant de la vie moderne. On dirait bien que la vente au d\u00e9tail en ligne est l\u00e0 pour rester.<\/p>\n<p>Selon une enqu\u00eate men\u00e9e par DIG Insights en 2019, les consommateurs n\u2019effectuent plus que 2 ou 3 visites chez un commer\u00e7ant automobile avant d\u2019acheter un v\u00e9hicule, et plus de la moiti\u00e9 des acheteurs savent d\u00e9j\u00e0 quel v\u00e9hicule ils ach\u00e8teront avant m\u00eame de visiter le commerce. Dans cette m\u00eame \u00e9tude, les consommateurs ont d\u00e9crit les principales activit\u00e9s qu\u2019ils pr\u00e9f\u00e9raient r\u00e9aliser en ligne:<\/p>\n<ul>\n<li>Calculer le co\u00fbt total d\u2019utilisation d\u2019un v\u00e9hicule;<\/li>\n<li>Obtenir du financement;<\/li>\n<li>Prendre un rendez-vous d\u2019essai routier \u00e0 domicile;<\/li>\n<li>Calculer le meilleur moment pour acheter ou vendre un v\u00e9hicule d\u2019occasion avec une calculatrice de la d\u00e9pr\u00e9ciation.<\/li>\n<\/ul>\n<p>Ces r\u00e9sultats nous indiquent que les consommateurs cherchent \u00e0 minimiser le temps qu\u2019ils passent chez les commer\u00e7ants automobiles. Ils souhaitent que la plus grande partie possible du parcours d\u2019achat se r\u00e9alise en ligne. Ils pr\u00e9f\u00e8rent arriver chez le commer\u00e7ant bien inform\u00e9 et passer le plus rapidement possible \u00e0 l\u2019\u00e9tape de conclusion de la transaction. Au fil du temps, plusieurs commer\u00e7ants ont commenc\u00e9 \u00e0 int\u00e9grer des outils d\u2019achat en ligne, justement pour r\u00e9duire la dur\u00e9e des interactions en personne, que ce soit avec le chat (clavardage), les solutions d\u2019\u00e9change en ligne, les calculatrices de financement et la r\u00e9servation d\u2019un v\u00e9hicule. Il s\u2019agit d\u2019un excellent pas dans la bonne direction, qui satisfait les pr\u00e9f\u00e9rences de magasinage des consommateurs.<\/p>\n<p>Maintenant, imaginons-nous dans les souliers d\u2019un consommateur. Les outils de vente au d\u00e9tail en ligne permettent d\u2019effectuer toutes ses recherches en ligne, de communiquer avec le commer\u00e7ant en un seul clic, de prendre rendez-vous pour effectuer un essai routier \u00e0 domicile, d\u2019effectuer une demande de cr\u00e9dit en ligne, de signer tous les documents d\u2019achat en ligne, et de se faire livrer le v\u00e9hicule directement chez soi. Pris ensemble, ces processus \u00e9liminent compl\u00e8tement la n\u00e9cessit\u00e9 de se rendre chez le commer\u00e7ant, d\u2019attendre qu\u2019un vendeur se lib\u00e8re, de contourner le va et vient des n\u00e9gociations, ce qui se traduit par un processus d\u2019achat continu, fluide et sans pression.<\/p>\n<p>Plus les commer\u00e7ants offriront une exp\u00e9rience d\u2019achat en ligne de qualit\u00e9, plus il y aura de consommateurs pr\u00eats \u00e0 acheter leur prochain v\u00e9hicule en ligne. Les consommateurs sont r\u00e9ceptifs \u00e0 ces changements et comme toujours, les commer\u00e7ants s\u2019adapteront \u00e0 ces nouvelles habitudes de magasinage. Malgr\u00e9 l\u2019incertitude et les d\u00e9fis de planifier m\u00eame \u00e0 court terme dans les pr\u00e9sentes circonstances, nous assistons peut-\u00eatre \u00e0 l\u2019\u00e9mergence d\u2019une nouvelle \u00e8re, qui verra les consommateurs acheter en suivant un processus qu\u2019ils n\u2019ont jamais utilis\u00e9 auparavant, ou qu\u2019ils ont jusqu\u2019ici h\u00e9sit\u00e9 \u00e0 utiliser.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que se poursuit la flamb\u00e9e de COVID-19, les consommateurs ne quittent plus leur maison en r\u00e9ponse aux consignes des autorit\u00e9s. Par cons\u00e9quent, le statut du commerce en ligne est pass\u00e9 de commodit\u00e9 \u00e0 n\u00e9cessit\u00e9. Afin de r\u00e9pondre aux besoins des consommateurs, les commer\u00e7ants automobiles ont d\u00e9j\u00e0 mis en place ou cherchent fr\u00e9n\u00e9tiquement \u00e0 int\u00e9grer<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","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":"","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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","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":"","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":""}},"ast-content-background-meta":{"desktop":{"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":""},"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":[239,727,732],"class_list":["post-7208","post","type-post","status-publish","format-standard","hentry","category-articles","tag-automobile","tag-consommateurs","tag-formation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La COVID-19 acc\u00e9l\u00e9rera-t-elle l\u2019adoption de la vente au d\u00e9tail en ligne, \u00e0 court ou \u00e0 long terme? | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/go.trader.ca\/fr\/la-covid-19-accelerera-t-elle-ladoption-de-la-vente-au-detail-en-ligne-a-court-ou-a-long-terme\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La COVID-19 acc\u00e9l\u00e9rera-t-elle l\u2019adoption de la vente au d\u00e9tail en ligne, \u00e0 court ou \u00e0 long terme? | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"Alors que se poursuit la flamb\u00e9e de COVID-19, les consommateurs ne quittent plus leur maison en r\u00e9ponse aux consignes des autorit\u00e9s. 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