{"id":49531,"date":"2022-10-28T10:54:15","date_gmt":"2022-10-28T08:54:15","guid":{"rendered":"https:\/\/click2buy.com\/\/?p=49531"},"modified":"2023-10-09T17:54:05","modified_gmt":"2023-10-09T15:54:05","slug":"digital-shelf-analytics-de-quoi-sagit-il","status":"publish","type":"post","link":"https:\/\/click2buy.com\/fr\/digital-shelf-analytics-de-quoi-sagit-il\/","title":{"rendered":"Digital Shelf Analytics : de quoi s’agit-il ?"},"content":{"rendered":"

\u00c9tag\u00e8res num\u00e9riques et gestion des stocks : zoom sur le ph\u00e9nom\u00e8ne Digital Shelf Analytics !<\/span><\/strong><\/h1>\n

Certaines id\u00e9es re\u00e7ues estiment que la <\/span>gestion d\u2019un e-commerce<\/b> est un jeu d\u2019enfant, en particulier lorsqu\u2019il s\u2019agit de ce que l\u2019on appelle les <\/span>\u00e9tag\u00e8res num\u00e9riques<\/b>. Sous pr\u00e9texte que tout est digital, leur surveillance et leur gestion couleraient de source. Mais il n\u2019en est rien. C\u2019est m\u00eame tout l\u2019inverse.\u00a0<\/span><\/p>\n

Le concept de <\/span>Digital Shelf Analytics<\/b> est alors le concept par excellence \u00e0 conna\u00eetre. Nous vous disons tout. <\/span><\/p>\n

Digital Shelf Analytics : quelle d\u00e9finition ?<\/span><\/strong><\/h2>\n

Le concept de Digital Shelf Analytics peut \u00eatre traduit en fran\u00e7ais par\u00a0<\/span>analyse des donn\u00e9es des \u00e9tag\u00e8res num\u00e9riques<\/b>. On entend par l\u00e0 qu\u2019un tel processus permet d\u2019analyser les d\u00e9tails de vos produits et de vos ventes sur vos marketplaces, afin d\u2019en <\/span>am\u00e9liorer la gestion<\/b> et surtout d\u2019en<\/span> optimiser les <\/b>performances<\/b><\/a>. Parmi les facteurs analys\u00e9s, on rel\u00e8ve par exemple la perception des consommateurs, la \u00ab\u00a0d\u00e9couvrabilit\u00e9\u00a0\u00bb des produits, la r\u00e9putation de la marque ou encore les opportunit\u00e9s concurrentielles.\u00a0<\/span><\/p>\n

Or, parvenir \u00e0 une telle op\u00e9ration s\u2019av\u00e8re d\u2019autant plus difficile si votre e-commerce est de grande \u00e9chelle. Les m\u00e9thodes traditionnelles telles que la tenue d\u2019un tableur ou d\u2019une feuille de calcul sont compl\u00e8tement obsol\u00e8tes, et surtout inadapt\u00e9es \u00e0 l\u2019intensit\u00e9 du e-commerce moderne.\u00a0<\/span><\/p>\n

Les analyses port\u00e9es sur les \u00e9tag\u00e8res num\u00e9riques fournissent une importante quantit\u00e9 d\u2019informations cruciales. Et ces derni\u00e8res permettent pr\u00e9cis\u00e9ment de r\u00e9soudre le moindre probl\u00e8me entravant les <\/span>r\u00e9sultats de vos pages produits<\/b>, ainsi que de compl\u00e9ter le peu qu\u2019il vous manque parfois pour acqu\u00e9rir un v\u00e9ritable <\/span>avantage concurrentiel<\/b>. Int\u00e9ressant ? Focus maintenant sur les techniques d\u2019analyse de vos \u00e9tag\u00e8res digitales.<\/span><\/p>\n

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Les m\u00e9thodes d\u2019analyse des \u00e9tag\u00e8res num\u00e9riques<\/span><\/h2>\n

En mati\u00e8re de <\/span>e-commerce<\/span>, l\u2019une des plus grandes erreurs consiste \u00e0 collecte de <\/span>grandes quantit\u00e9s de donn\u00e9es<\/b>, mais sans savoir comment les <\/span>exploiter<\/b>. Or, une fois correctement exploit\u00e9es, ces donn\u00e9es seront en mesure de vous fournir des montagnes d\u2019informations utiles. De l\u2019or en barre.\u00a0<\/span><\/p>\n

La premi\u00e8re \u00e9tape est donc de <\/span>trier vos donn\u00e9es<\/b>, de les <\/span>classer<\/b>, puis de les <\/span>analyser<\/b>. Le fait de trier et de classer vos donn\u00e9es vous permettra de pouvoir leur appliquer des <\/span>filtres<\/b> d\u00e8s que n\u00e9cessaire, et donc d\u2019analyser chaque facteur que vous jugerez utile en quelques clics. Par exemple, vous pouvez filtrer les notes de vos clients par p\u00e9riodes de temps, en s\u00e9lectionnant le dernier trimestre ou encore l\u2019ann\u00e9e pass\u00e9e toute enti\u00e8re. Autre exemple avec l\u2019analyse du ROI de vos campagnes marketings et publicitaires, dont vous pourrez observer les r\u00e9sultats sur le chiffre de vos ventes de la p\u00e9riode qui suit.\u00a0<\/span><\/p>\n

Au-del\u00e0 du filtre des donn\u00e9es, <\/span>l\u2019analyse du contenu de vos pages produits<\/b> est primordial. Cela vous donnera une vision d\u2019ensemble sur les performances des mots-cl\u00e9s que vous avez choisi, ainsi que sur l\u2019\u00e9volution de votre positionnement dans les r\u00e9sultats de recherche suivant un mot-cl\u00e9 pr\u00e9cis ou encore une cat\u00e9gorie de produits.<\/span><\/p>\n

Enfin, ce type d\u2019analyse vous permet d\u2019appr\u00e9cier votre <\/span>comp\u00e9titivit\u00e9<\/b>, et votre force de vente compar\u00e9 \u00e0 vos concurrents directs. Vous pourrez ainsi mieux vous rendre compte de vos points forts mais \u00e9galement de vos points faibles, et identifier le principal concurrent que vous devez surpasser.\u00a0\u00a0<\/span><\/p>\n

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Astuces pour assurer le suivi et la gestion des digital shelves<\/span><\/strong><\/h2>\n

Ici, il est important de diff\u00e9rencier le suivi lambda d\u2019une page produit de son analyse digitale pouss\u00e9e. Oui, en seulement quelques clics vous pouvez v\u00e9rifier le prix, le stock, les notes et l\u2019offre concurrentielle d\u2019un produit donn\u00e9. Toutefois, ce ne sont pas ces techniques qui vont vous permettre de booster leur efficacit\u00e9.\u00a0<\/span><\/p>\n

Lorsqu\u2019on parle de surveillance et de gestion de vos \u00e9tag\u00e8res num\u00e9riques, il s\u2019agit d\u2019aller jusqu\u2019\u00e0 <\/span>l\u2019analyse d\u00e9taill\u00e9e du moindre produit de votre catalogue<\/b>, sur <\/span>chaque marketplace<\/b>, sur <\/span>chaque site internet le vendant<\/b>. Or, les prix ainsi que les stocks peuvent ais\u00e9ment varier entre diff\u00e9rentes plateformes, et \u00e0 diff\u00e9rentes p\u00e9riodes. D\u2019o\u00f9 la n\u00e9cessit\u00e9 d\u2019acc\u00e9der \u00e0 un suivi en temps r\u00e9el automatis\u00e9.\u00a0<\/span><\/p>\n

Cela est rendu possible par des <\/span>logiciels<\/b> sp\u00e9cialement pens\u00e9s pour cette fonction. Ce type de logiciel est capable de <\/span>rep\u00e9rer en temps r\u00e9el la moindre variation<\/b> relative \u00e0 l\u2019un de vos produits, sur n\u2019importe quel site vendeur. En pratique, cela peut se traduire par une notification d\u2019alerte lorsque le stock de l\u2019un de vos produits ou de celui d’un concurrent subit une variation, vous permettant de d\u00e9sactiver des publicit\u00e9s et d\u00e9penses inutiles. Ou au contraire, de mettre le paquet en publicit\u00e9 si votre concurrent est en rupture de stock.\u00a0<\/span><\/p>\n

Ce qu\u2019il faut retenir, c\u2019est que les \u00e9tag\u00e8res num\u00e9riques sont source de tr\u00e8s belles opportunit\u00e9s financi\u00e8res \u00e0 condition d\u2019\u00eatre soumises \u00e0 un <\/span>suivi minutieux<\/b>. Elles sont <\/span>constamment en mouvement<\/b>. Surveiller la disponibilit\u00e9 des produits, leurs prix, les positionnements dans les r\u00e9sultats de recherche ou encore les avis clients sont donc autant d\u2019analyses indispensables.\u00a0<\/span><\/p>\n

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\u00c9tag\u00e8res num\u00e9riques et gestion des stocks : zoom sur le ph\u00e9nom\u00e8ne Digital Shelf Analytics ! Certaines id\u00e9es re\u00e7ues estiment que la gestion d\u2019un e-commerce est un jeu d\u2019enfant, en particulier lorsqu\u2019il s\u2019agit de ce que l\u2019on appelle les \u00e9tag\u00e8res num\u00e9riques. Sous pr\u00e9texte que tout est digital, leur surveillance et leur gestion couleraient de source. Mais […]<\/p>\n","protected":false},"author":23,"featured_media":49748,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97],"tags":[],"class_list":["post-49531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils"],"acf":[],"yoast_head":"\nDigital Shelf Analytics : de quoi s'agit-il ? - Click2Buy<\/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:\/\/click2buy.com\/fr\/digital-shelf-analytics-de-quoi-sagit-il\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Shelf Analytics : de quoi s'agit-il ? - Click2Buy\" \/>\n<meta property=\"og:description\" content=\"\u00c9tag\u00e8res num\u00e9riques et gestion des stocks : zoom sur le ph\u00e9nom\u00e8ne Digital Shelf Analytics ! 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