{"id":99129,"date":"2026-01-22T19:04:48","date_gmt":"2026-01-22T19:04:48","guid":{"rendered":"https:\/\/apgsolutions.com\/customer-data-usage-retail\/"},"modified":"2026-01-27T16:05:13","modified_gmt":"2026-01-27T16:05:13","slug":"customer-data-usage-retail","status":"publish","type":"post","link":"https:\/\/apgsolutions.com\/fr\/customer-data-usage-retail\/","title":{"rendered":"Personnalisation : Les acheteurs partageront leurs donn\u00e9es, mais la confiance est essentielle"},"content":{"rendered":"\n<p><\/p>\n\n<p>Lorsque les d\u00e9taillants se lancent dans des strat\u00e9gies de personnalisation, ils doivent prouver qu&rsquo;ils sont dignes de confiance. Les acheteurs sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles s&rsquo;ils sont convaincus que les d\u00e9taillants les prot\u00e9geront et les utiliseront pour les bonnes raisons. <\/p>\n\n<p>Les strat\u00e9gies de personnalisation sont essentielles pour rendre le marketing de d\u00e9tail plus opportun et plus pertinent, mais les d\u00e9taillants doivent d\u00e9montrer des avantages clairs pour les clients s&rsquo;ils veulent avoir acc\u00e8s aux donn\u00e9es. Si les clients appr\u00e9cient les coupons personnalis\u00e9s, les r\u00e9compenses de fid\u00e9lit\u00e9 et les exp\u00e9riences d&rsquo;achat plus rapides et plus gratifiantes, ils ne veulent pas partager leurs donn\u00e9es avec des d\u00e9taillants qui ne les collectent que pour leur propre b\u00e9n\u00e9fice. C&rsquo;est ce qui ressort clairement des conclusions de plusieurs \u00e9tudes r\u00e9centes.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-data-exchange-for-retailer-value\">L&rsquo;\u00e9change de donn\u00e9es au service de la valeur ajout\u00e9e pour les d\u00e9taillants<\/h2>\n\n<p><\/p>\n\n<p>Par exemple, une \u00e9tude men\u00e9e par la Retail Industry Leaders Association (RILA) a r\u00e9v\u00e9l\u00e9 qu&rsquo;une majorit\u00e9 de consommateurs (63 %) ne voient pas d&rsquo;inconv\u00e9nient \u00e0 partager leurs donn\u00e9es personnelles avec les d\u00e9taillants \u00ab\u00a0en \u00e9change d&rsquo;avantages tels que des cr\u00e9dits automatiques pour des coupons et des points de fid\u00e9lit\u00e9 (64 % des personnes interrog\u00e9es), l&rsquo;acc\u00e8s \u00e0 des offres exclusives (60 %), la possibilit\u00e9 de gagner des points et des r\u00e9compenses (56 %) ou des offres sp\u00e9ciales pour des articles qui les int\u00e9ressent (53 %)\u00a0\u00bb, comme l&rsquo;a rapport\u00e9 Retail Dive.<\/p>\n\n<p>Ce r\u00e9sultat correspond \u00e0 celui de l&rsquo;\u00e9tude RIS \u00ab\u00a0Retail 2025 Shopper Study\u00a0\u00bb, qui a r\u00e9v\u00e9l\u00e9 que l&rsquo;int\u00e9r\u00eat des consommateurs pour permettre aux d\u00e9taillants d&rsquo;utiliser l&rsquo;identification num\u00e9rique des acheteurs a augment\u00e9 \u00e0 73 % en 2018, contre 57 % un an plus t\u00f4t. \u00ab\u00a0Cependant, ils recherchent avant tout un avantage, comme le rappel d&rsquo;une r\u00e9compense \u00e0 \u00e9changer (65 %) ou la r\u00e9ception d&rsquo;offres au sein du magasin (59 %)\u00a0\u00bb, pr\u00e9cise l&rsquo;\u00e9tude. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-trustworthy-retailers-define-purpose\">Les d\u00e9taillants dignes de confiance d\u00e9finissent leur objectif<\/h2>\n\n<p>La confiance joue un r\u00f4le majeur dans les transactions de donn\u00e9es entre les clients et les d\u00e9taillants. Une \u00e9tude men\u00e9e par Accenture pour le compte de RILA r\u00e9v\u00e8le que les clients attendent des d\u00e9taillants qu&rsquo;ils deviennent des conseillers de confiance. \u00ab\u00a0\u00catre un conseiller de confiance est un \u00e9l\u00e9ment essentiel de la raison d&rsquo;\u00eatre d&rsquo;une marque. En exprimant clairement cette raison d&rsquo;\u00eatre, les consommateurs conna\u00eetront vraiment la marque, ce qu&rsquo;elle repr\u00e9sente, ce qu&rsquo;elle peut offrir et comment elle peut am\u00e9liorer leur vie quotidienne\u00a0\u00bb, indique l&rsquo;\u00e9tude.  <\/p>\n\n<p>Mais l&rsquo;instauration de la confiance ne s&rsquo;arr\u00eate pas l\u00e0. Les consommateurs s&rsquo;inqui\u00e8tent de la <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">cybers\u00e9curit\u00e9<\/a>, comme le r\u00e9v\u00e8le une \u00e9tude r\u00e9alis\u00e9e par Longitude pour Verizon. Dans un blog consacr\u00e9 aux conclusions de l&rsquo;\u00e9tude, Verizon affirme : \u00ab\u00a0Si vous violez la confiance des consommateurs, pr\u00e9parez-vous \u00e0 en subir les cons\u00e9quences. L&rsquo;\u00e9tude r\u00e9v\u00e8le que 92 % des personnes interrog\u00e9es changeraient leur relation avec une marque et que nombre d&rsquo;entre elles \u00ab\u00a0iraient tout simplement faire affaire ailleurs\u00a0\u00bb.   <\/p>\n\n<p>L&rsquo;\u00e9tude r\u00e9v\u00e8le que les d\u00e9taillants doivent \u00eatre transparents sur les raisons pour lesquelles ils collectent des <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">donn\u00e9es sur les clients<\/a> et indiquer \u00e0 ces derniers comment ils utiliseront ces donn\u00e9es.<\/p>\n\n<p>En outre, les clients recherchent l&rsquo;honn\u00eatet\u00e9 et l&rsquo;int\u00e9grit\u00e9, qui, dans l&rsquo;\u00e9tude du SIF, sont apparues comme \u00ab\u00a0les principaux facteurs qui influencent les achats, au-del\u00e0 du prix, de la qualit\u00e9 et de la commodit\u00e9, pour une grande majorit\u00e9 d&rsquo;acheteurs (67 %)\u00a0\u00bb.<\/p>\n\n<p>En d\u00e9finitive, les consommateurs sont pr\u00eats \u00e0 adopter une exp\u00e9rience d&rsquo;achat personnalis\u00e9e et \u00e0 partager volontiers les donn\u00e9es qui la rendent possible. La s\u00e9curit\u00e9 et l&rsquo;utilisation des donn\u00e9es suscitent encore de vives inqui\u00e9tudes. Les d\u00e9taillants ne doivent pas abuser de leur confiance s&rsquo;ils veulent que leurs programmes de personnalisation soient couronn\u00e9s de succ\u00e8s.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-want-to-learn-more-about-data-security-in-retail-download-our-white-paper\">Vous souhaitez en savoir plus sur la s\u00e9curit\u00e9 des donn\u00e9es dans le commerce de d\u00e9tail ?  <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">T\u00e9l\u00e9chargez notre livre blanc :<\/a><\/h2>\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\" target=\"_blank\" rel=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices noopener\"><img decoding=\"async\" src=\"https:\/\/apgsolutions.com\/wp-content\/uploads\/Security-White-Paper-2.jpg\" alt=\"Fond bleu avec un rectangle de papier blanc portant la l&#xE9;gende &quot;prot&#xE9;gez-vous&quot;.\" class=\"wp-image-42950\"\/><\/a><\/figure>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lorsque les d\u00e9taillants se lancent dans des strat\u00e9gies de personnalisation, ils doivent prouver qu&rsquo;ils sont dignes de confiance. Les acheteurs sont pr\u00eats \u00e0 partager leurs donn\u00e9es personnelles s&rsquo;ils sont convaincus que les d\u00e9taillants les prot\u00e9geront et les utiliseront pour les bonnes raisons. Les strat\u00e9gies de personnalisation sont essentielles pour rendre le marketing de d\u00e9tail plus [&hellip;]<\/p>\n","protected":false},"author":1110,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[618,690,652],"tags":[715,720,721,716,719,718,658,717],"category_press":[],"class_list":{"0":"post-99129","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-fidelisation-de-la-clientele","7":"category-paiements-sans-contact","8":"category-traitement-des-paiements","9":"tag-clients","10":"tag-commerces","11":"tag-cybersecurite","12":"tag-detaillants","13":"tag-mpos","14":"tag-point-de-vente-mobile","15":"tag-pos","16":"tag-pos-sur-ipad"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Personnalisation : Les acheteurs partageront leurs donn\u00e9es, mais la confiance est essentielle - 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