{"id":862649,"date":"2025-08-13T17:49:43","date_gmt":"2025-08-13T16:49:43","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=862649"},"modified":"2025-09-09T17:31:47","modified_gmt":"2025-09-09T16:31:47","slug":"from-retail-cost-to-competitive-advantage-9-metrics-that-drive-loyalty","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/fr\/blog\/from-retail-cost-to-competitive-advantage-9-metrics-that-drive-loyalty\/","title":{"rendered":"Du co\u00fbt de la vente au d\u00e9tail \u00e0 l'avantage concurrentiel : 9 mesures pour fid\u00e9liser les clients"},"content":{"rendered":"<p><strong>Les d\u00e9taillants sont assis sur une mine d'or de clients data<\/strong>, La connaissance du client est un \u00e9l\u00e9ment essentiel de l'\u00e9conomie, mais elle est trop souvent trait\u00e9e comme un co\u00fbt plut\u00f4t que comme un atout strat\u00e9gique. Les d\u00e9taillants qui exploitent les connaissances des clients data surpassent leurs concurrents par :<\/p>\n<ul>\n<li>85% dans la croissance des ventes<\/li>\n<li>25% de marge brute<\/li>\n<\/ul>\n<p>Le secret est\u00a0<strong>un \u00e9cosyst\u00e8me client Data (CDE), un syst\u00e8me connect\u00e9 qui transforme les data fragment\u00e9es en informations g\u00e9n\u00e9ratrices de revenus<\/strong>.<\/p>\n<h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>Qu'est-ce que l'\u00e9cosyst\u00e8me du client Data (CDE) ?<\/b><\/h2>\n<p>Un CDE capture, connecte et active les data des clients dans l'ensemble de l'entreprise, transformant les data fragment\u00e9es en informations exploitables et g\u00e9n\u00e9ratrices de revenus.<\/p>\n<ol>\n<li><b>Capture<\/b>: Recueillez les donn\u00e9es des clients data \u00e0 partir de tous les canaux, y compris les interactions en ligne, en magasin, avec le CRM et les services.<\/li>\n<li><b>Connecter<\/b>: Unifiez data dans une vue unique du client pour obtenir des informations pr\u00e9cises et une personnalisation.<\/li>\n<li><b>Activer<\/b>: Utilisez data pour proposer des campagnes cibl\u00e9es, des exp\u00e9riences plus intelligentes et une plus grande fid\u00e9lit\u00e9 des clients.<\/li>\n<\/ol>\n<div class=\"fusion-title title fusion-title-12 fusion-sep-none fusion-title-text fusion-title-size-two\">\n<h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\">9 Indicateurs cl\u00e9s du commerce de d\u00e9tail am\u00e9lior\u00e9s par un environnement Data pour le client<\/h2>\n<p>Un \u00e9cosyst\u00e8me client Data fort (CDE) entra\u00eene des am\u00e9liorations mesurables des indicateurs qui alimentent la croissance, la fid\u00e9lit\u00e9 et la rentabilit\u00e9 du secteur de la vente au d\u00e9tail. Les 9 indicateurs cl\u00e9s de performance ayant un impact mesurable sont les suivants :<\/p>\n<\/div>\n<div class=\"fusion-title title fusion-title-13 fusion-sep-none fusion-title-text fusion-title-size-three\">\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>1. Co\u00fbt d'acquisition des clients (CAC)<\/b><\/h3>\n<\/div>\n<div class=\"fusion-text fusion-text-5\">\n<p><b>D\u00e9finition<\/b>: d\u00e9penses de marketing et de vente par nouveau client.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE permet des campagnes targeting pr\u00e9cises et personnalis\u00e9es, en utilisant les data clients existants. Il r\u00e9duit les d\u00e9penses inutiles et diminue le CAC jusqu'\u00e0 50%.<\/p>\n<p><span class=\"fusion-imageframe imageframe-none imageframe-9 hover-type-none\"><img decoding=\"async\" class=\"img-responsive wp-image-862789 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition du co\u00fbt d&#039;acquisition d&#039;un client\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost.jpg 900w\" alt=\"Infographic - Definition of the Customer Acquisition Cost\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-acquisition-cost.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/span><\/p>\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>2. Taux d'abandon du panier<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>: le pourcentage d'acheteurs qui quittent le site apr\u00e8s avoir ajout\u00e9 des articles au panier.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE permet de reconna\u00eetre les acheteurs, de simplifier le passage \u00e0 la caisse et d'engager un dialogue personnalis\u00e9 pour r\u00e9cup\u00e9rer les paniers abandonn\u00e9s. Le taux moyen d'abandon de panier en ligne est de 87,4%.<\/p>\n<p><span class=\"fusion-imageframe imageframe-none imageframe-10 hover-type-none\"><img decoding=\"async\" class=\"img-responsive wp-image-862788 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition du taux d&#039;abandon de panier\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate.jpg 900w\" alt=\"Infographic - Definition of the Cart Abandonment Rate\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-cart-abandonment-rate.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/span><\/p>\n<\/div>\n<div class=\"fusion-title title fusion-title-15 fusion-sep-none fusion-title-text fusion-title-size-three\">\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>3. Taux d'ajout au panier (ATC)<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>: la proportion de sessions avec au moins un article ajout\u00e9 au panier.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE utilise le comportement et les pr\u00e9f\u00e9rences du client pour faire appara\u00eetre le produit le plus pertinent, am\u00e9liorant ainsi la personnalisation et entra\u00eenant davantage d'actions d'ajout au panier.\u00a0<b>Cette d\u00e9couverte de produit peut augmenter l'ATC jusqu'\u00e0 35% des ventes totales.<\/b><\/p>\n<p><span class=\"fusion-imageframe imageframe-none imageframe-11 hover-type-none\"><img decoding=\"async\" class=\"img-responsive wp-image-862787 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition du taux d&#039;ajout au panier\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate.jpg 900w\" alt=\"Infographic - Definition of the Add-to-Cart Rate\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-add-to-cart-rate.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/span><\/p>\n<\/div>\n<div class=\"fusion-title title fusion-title-16 fusion-sep-none fusion-title-text fusion-title-size-three\">\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>4. Valeur moyenne de la commande (AOV)<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>: le montant moyen d\u00e9pens\u00e9 par transaction.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>Le CDE personnalise les recommandations de produits par le biais de ventes crois\u00e9es et de ventes incitatives, en fonction du client data, ce qui encourage les acheteurs \u00e0 acheter davantage et \u00e0 passer \u00e0 un niveau sup\u00e9rieur. Un CDE peut\u00a0<b>augmenter le chiffre d'affaires jusqu'\u00e0 26%, lorsque les clients s'engagent dans des recommandations de produits personnalis\u00e9es.<\/b><\/p>\n<p><span class=\"fusion-imageframe imageframe-none imageframe-12 hover-type-none\"><img decoding=\"async\" class=\"img-responsive wp-image-862786 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition de la valeur moyenne des commandes\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value.jpg 900w\" alt=\"Infographic - Definition of the Average Order Value\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-average-order-value.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/span><\/p>\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>5. Taux d'achat r\u00e9p\u00e9t\u00e9<br \/>\n<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>: la part des clients qui effectuent plus d'un achat.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE utilise le comportement du client et le moment choisi pour d\u00e9clencher des suivis personnalis\u00e9s, des offres et des r\u00e9compenses qui favorisent les achats r\u00e9p\u00e9t\u00e9s.<\/p>\n<p><span class=\"fusion-imageframe imageframe-none imageframe-13 hover-type-none\"><img decoding=\"async\" class=\"img-responsive wp-image-862781 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition du taux de r\u00e9achat\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate.jpg 900w\" alt=\"Infographic - Definition of the Repeat Purchase Rate\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-repeat-purchase-rate.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/span><\/p>\n<\/div>\n<div class=\"fusion-title title fusion-title-18 fusion-sep-none fusion-title-text fusion-title-size-three\">\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>6. Taux d'attrition des clients<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>: le pourcentage de clients qui cessent d'acheter\/de s'engager.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE identifie les clients \u00e0 risque en rep\u00e9rant les signes pr\u00e9curseurs tels que la r\u00e9duction de la fr\u00e9quence d'achat ou le d\u00e9sengagement. Il met ensuite en \u0153uvre des mesures personnalis\u00e9es de reconqu\u00eate et de fid\u00e9lisation pour les retenir avant qu'ils ne se d\u00e9sengagent.<\/p>\n<p><img decoding=\"async\" class=\"img-responsive wp-image-862782 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition du taux d&#039;attrition des clients\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate.jpg 900w\" alt=\"Infographic - Definition of the Customer Churn Rate\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-churn-rate.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/p>\n<\/div>\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>7. Valeur de la dur\u00e9e de vie du client (CLV)<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>Le revenu total attendu d'un client pendant toute la dur\u00e9e de la relation.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: La personnalisation par le CDE gr\u00e2ce \u00e0 la connaissance du cycle de vie permet de r\u00e9aliser 49% de b\u00e9n\u00e9fices en plus et 51% de fid\u00e9lisation en plus.<\/p>\n<p><img decoding=\"async\" class=\"img-responsive wp-image-862783 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition de la valeur \u00e0 vie du client\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value.jpg 900w\" alt=\"Infographic - Definition of the Customer Lifetime Value\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-customer-lifetime-value.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/p>\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>8. Engagement dans le programme de fid\u00e9lisation<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>le niveau d'activit\u00e9 des membres du programme de fid\u00e9lisation (\u00e9changes, utilisation, r\u00e9ponses).<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE utilise les data des clients pour personnaliser les r\u00e9compenses, les offres et les exp\u00e9riences qui permettent aux programmes de fid\u00e9lisation de rester pertinents et attrayants. 71% des consommateurs attendent des exp\u00e9riences de fid\u00e9lit\u00e9 personnalis\u00e9es.<\/p>\n<p><img decoding=\"async\" class=\"img-responsive wp-image-862784 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition de l&#039;engagement dans un programme de fid\u00e9lisation\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement.jpg 900w\" alt=\"Infographic - Definition of the Loyalty Program Engagement\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-loyalty-program-engagement.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/p>\n<h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\"><b>9. Services d'\u00e9conomie circulaire<br \/>\n<\/b><\/h3>\n<p><b>D\u00e9finition<\/b>les activit\u00e9s telles que la r\u00e9paration, la remise \u00e0 neuf, l'\u00e9change ou la revente li\u00e9es \u00e0 la durabilit\u00e9.<\/p>\n<p><b>Am\u00e9lioration avec l'\u00e9cosyst\u00e8me Data du client<\/b>: Un CDE identifie les personnes \u00e0 qui offrir ces avantages, personnalise les incitations, favorise la loyaut\u00e9 et la valeur durable.\u00a0<b>64% des clients d\u00e9clarent r\u00e9parer les articles lorsqu'ils sont cass\u00e9s<\/b>, Les d\u00e9taillants intelligents peuvent combler cette lacune gr\u00e2ce \u00e0 data - par exemple, Currys a g\u00e9n\u00e9r\u00e9 676 millions de livres sterling gr\u00e2ce \u00e0 ces services en 2022-2023.<\/p>\n<p><img decoding=\"async\" class=\"img-responsive wp-image-862785 lazyautosizes lazyloaded aligncenter\" title=\"Infographie - D\u00e9finition des services de l&#039;\u00e9conomie circulaire\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services.jpg\" sizes=\"770px\" srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services.jpg 900w\" alt=\"Infographic - Definition of the Circular Economy Services\" width=\"900\" height=\"555\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services.jpg\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-200x123.jpg 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-400x247.jpg 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-600x370.jpg 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services-800x493.jpg 800w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2025\/08\/definition-circular-economy-services.jpg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 900px\" \/><\/p>\n<h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\">Pour conclure<\/h2>\n<p>Le client data n'est pas un co\u00fbt. C'est votre actif le plus sous-utilis\u00e9.<\/p>\n<p>Tous les indicateurs de ce rapport montrent que\u00a0<b>l'investissement dans l'\u00e9cosyst\u00e8me Data du client a un impact r\u00e9el sur l'activit\u00e9 de l'entreprise<\/b>. De l'acquisition et de la conversion du panier \u00e0 la r\u00e9tention, \u00e0 la fid\u00e9lit\u00e9 et \u00e0 la valeur \u00e0 vie, les b\u00e9n\u00e9fices sont clairs et mesurables. Un CDE aide les d\u00e9taillants \u00e0 agir plus rapidement, \u00e0 cibler plus intelligemment et \u00e0 \u00e9tablir des relations plus solides et durables avec leurs clients.<\/p>\n<p><b>Les d\u00e9taillants qui ignorent cette opportunit\u00e9 continueront \u00e0 d\u00e9penser plus pour obtenir moins.<\/b>. Ils manqueront l'occasion de transformer les id\u00e9es en actions et continueront \u00e0 perdre des clients qu'ils auraient pu conserver.<\/p>\n<p>Ceux qui consid\u00e8rent le client data comme un avantage strat\u00e9gique gagneront.\u00a0<b>Ils cr\u00e9eront des exp\u00e9riences plus riches, g\u00e9n\u00e9reront plus de valeur pour chaque client.<\/b>, et de jeter les bases d'une croissance durable. Ils feront en sorte que chaque interaction compte et transformeront data en un avantage concurrentiel.<\/p>","protected":false},"excerpt":{"rendered":"<p>Les d\u00e9taillants sont assis sur une mine d'or de data sur les clients, mais trop souvent, cette information est trait\u00e9e comme un co\u00fbt plut\u00f4t que comme un atout strat\u00e9gique. Les d\u00e9taillants qui exploitent les informations data des clients surpassent leurs concurrents de 85% en termes de croissance des ventes et de 25% en termes de marge brute.<\/p>","protected":false},"featured_media":862790,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[22052,22035],"blog-language":[2991],"class_list":["post-862649","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-retail","blog-category-data-ai-consulting","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/blog\/862649","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media\/862790"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media?parent=862649"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/blog-category?post=862649"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/blog-language?post=862649"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}