{"id":17710,"date":"2018-10-09T18:04:34","date_gmt":"2018-10-09T16:04:34","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=17710"},"modified":"2018-10-10T12:01:54","modified_gmt":"2018-10-10T10:01:54","slug":"une-page-magazine-un-rayon-retail","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/","title":{"rendered":"Une page magazine ? Un rayon retail !"},"content":{"rendered":"

Des consommateurs qui, apr\u00e8s avoir vu votre campagne, proc\u00e8dent imm\u00e9diatement \u00e0 un achat : rares doivent \u00eatre les annonceurs pour qui ce n\u2019est pas l\u00e0 un sc\u00e9nario id\u00e9al. L\u2019\u2018accountability\u2019 \u00e0 l\u2019\u00e9tat pur (et la raison pour laquelle, par le pass\u00e9, on a souvent opt\u00e9 pour le digital). Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes-apr\u00e8s-campagne\u2019 ayant d\u00e9fil\u00e9s dans la presse professionnelle internationale ces derniers mois. Avec des marques magazines en vedette, bien entendu.<\/em><\/p>\n

Amazon Smile<\/h3>\n

Il est clair qu\u2019\u00e9diteurs et marques magazines s\u2019\u00e9chinent actuellement pour que la distance entre le magazine et la caisse s\u2019\u00e9courte fortement. Au d\u00e9but de l\u2019ann\u00e9e, Hearst avait d\u00e9j\u00e0 fait un grand pas en concluant un march\u00e9 avec Amazon afin d\u2019ins\u00e9rer des SmileCodes dans Cosmopolitan et Hearst (lisez plus ici<\/a>).<\/p>\n

Aujourd\u2019hui, InStyle (Meredith) aussi s\u2019allie au d\u00e9taillant en ligne en vue d\u2019offrir de l\u2019automated e-commerce, justement parce que leurs lecteurs s\u2019attendent \u00e0 pouvoir b\u00e9n\u00e9ficier d\u2019une telle exp\u00e9rience de shopping contemporaine. Les Reader\u2019s Choice Awards annuels d\u2019InStyle (mode et beaut\u00e9) ont servi de d\u00e9clencheur pour mettre sur pied cette collaboration, Amazon r\u00e9servant une offre pour tous les produits montr\u00e9s dans InStyle.<\/p>\n

Direct vers la caisse<\/h3>\n

Entre-temps, Cosmopolitan et le grand magasin Macy\u2019s ont lanc\u00e9 une application de r\u00e9alit\u00e9 augment\u00e9e permettant aux lecteurs de virtuellement tester les produits du \u2018Cosmo beauty look\u2019. Au moyen de cette \u2018YouCam Makeup facial-mapping technology\u2019, les produits qui plaisent peuvent aussi \u00eatre achet\u00e9s dans la foul\u00e9e.<\/p>\n

Le fait d\u2019emprunter le chemin le plus direct vers la caisse ne vaut cependant pas uniquement pour les produits cosm\u00e9tiques et la mode. Les magazines de d\u00e9coration d\u2019int\u00e9rieur ne se contentent plus non plus d\u2019inspirer. En Belgique, il y a bien s\u00fbr VT Wonen<\/a>, qui a \u00e9t\u00e9 lanc\u00e9 comme magazine de d\u00e9coration d\u2019int\u00e9rieur batave, mais qui aujourd\u2019hui se positionne comme \u2018le magasin d\u2019habitation le plus sympa de Belgique\u2019, balayant par la m\u00eame occasion toute distinction entre la marque magazine et le retail.<\/p>\n

Convertir la page en un achat<\/h3>\n

De l\u2019autre c\u00f4t\u00e9 de la Manche, TI Media (anciennement Time Inc. UK) a r\u00e9cemment d\u00e9velopp\u00e9 une appli permettant aux lecteurs de tous ses titres de d\u00e9coration d\u2019int\u00e9rieur* d\u2019imm\u00e9diatement convertir un int\u00e9rieur qui les inspire sur la page en un achat. Chaque titre individuel garde son ton r\u00e9dactionnel et son ind\u00e9pendance. Dans l\u2019appli, les lecteurs peuvent s\u00e9lectionner leur magazine, introduire le num\u00e9ro de page et le produit et directement passer \u00e0 l\u2019achat, ou encore sauver le produit ou demander plus d\u2019infos. Les \u00e9diteurs obtiennent ainsi encore plus de data sur le comportement de lecture.<\/p>\n

*Livingetc, Ideal Home, Style at Home, Homes & Gardens, Country Homes & Interiors.<\/em><\/p>\n

Sources : Mediapost<\/a>, FIPP<\/a>, Mediapost<\/a><\/p>\n

 <\/p>\n

MAGnify 2018: watch the video of the event here<\/a>!
\nAnd take a look at the pictures here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Des consommateurs qui, apr\u00e8s avoir vu votre campagne, proc\u00e8dent imm\u00e9diatement \u00e0 un achat : rares doivent \u00eatre les annonceurs pour qui ce n\u2019est pas l\u00e0 un sc\u00e9nario id\u00e9al. L\u2019\u2018accountability\u2019 \u00e0 l\u2019\u00e9tat pur (et la raison pour laquelle, par le pass\u00e9, on a souvent opt\u00e9 pour le digital). Nous ne sommes…<\/p>\n","protected":false},"author":2,"featured_media":17708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[1546],"class_list":["post-17710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-amazon-fr"],"acf":[],"yoast_head":"\nUne page magazine ? Un rayon retail ! - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Une page magazine ? Un rayon retail ! - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-09T16:04:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-10-10T10:01:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/10\/store-2209526_960_720.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Une page magazine ? Un rayon retail !\",\"datePublished\":\"2018-10-09T16:04:34+00:00\",\"dateModified\":\"2018-10-10T10:01:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\"},\"wordCount\":530,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"keywords\":[\"Amazon\"],\"articleSection\":[\"Cases & Inspiration\"],\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\",\"name\":\"Une page magazine ? Un rayon retail ! - WE MEDIA Magazine Media\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\"},\"datePublished\":\"2018-10-09T16:04:34+00:00\",\"dateModified\":\"2018-10-10T10:01:54+00:00\",\"description\":\"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle\",\"breadcrumb\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#breadcrumb\"},\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Une page magazine ? Un rayon retail !\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"name\":\"WE MEDIA Magazine Media\",\"description\":\"Meet, act, inspire\",\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"alternateName\":\"WM Magazine Media\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-BE\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\",\"name\":\"WE MEDIA Magazine Media\",\"alternateName\":\"WM Magazine Media\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-BE\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"contentUrl\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"caption\":\"WE MEDIA Magazine Media\"},\"image\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/wemediabe\/\",\"https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be\"]},{\"@type\":\"Person\",\"@id\":\"\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Une page magazine ? Un rayon retail ! - WE MEDIA Magazine Media","description":"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/","og_locale":"fr_FR","og_type":"article","og_title":"Une page magazine ? Un rayon retail ! - WE MEDIA Magazine Media","og_description":"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle","og_url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/","og_site_name":"WE MEDIA Magazine Media","article_publisher":"https:\/\/www.facebook.com\/wemediabe\/","article_published_time":"2018-10-09T16:04:34+00:00","article_modified_time":"2018-10-10T10:01:54+00:00","og_image":[{"width":960,"height":720,"url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/10\/store-2209526_960_720.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"","Dur\u00e9e de lecture est.":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#article","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/"},"author":{"name":"","@id":""},"headline":"Une page magazine ? Un rayon retail !","datePublished":"2018-10-09T16:04:34+00:00","dateModified":"2018-10-10T10:01:54+00:00","mainEntityOfPage":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/"},"wordCount":530,"commentCount":0,"publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"keywords":["Amazon"],"articleSection":["Cases & Inspiration"],"inLanguage":"fr-BE","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/","url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/","name":"Une page magazine ? Un rayon retail ! - WE MEDIA Magazine Media","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#website"},"datePublished":"2018-10-09T16:04:34+00:00","dateModified":"2018-10-10T10:01:54+00:00","description":"Retail. Nous ne sommes sans doute pas les seuls \u00e0 avoir \u00e9t\u00e9 frapp\u00e9s par le nombre d\u2019exemples de \u2018ventes-directes\u2019 d\u00e9filant dans la presse professionnelle","breadcrumb":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#breadcrumb"},"inLanguage":"fr-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/une-page-magazine-un-rayon-retail\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wemedia.be\/magazinemedia\/fr\/"},{"@type":"ListItem","position":2,"name":"Une page magazine ? Un rayon retail !"}]},{"@type":"WebSite","@id":"https:\/\/wemedia.be\/magazinemedia\/#website","url":"https:\/\/wemedia.be\/magazinemedia\/","name":"WE MEDIA Magazine Media","description":"Meet, act, inspire","publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"alternateName":"WM Magazine Media","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-BE"},{"@type":"Organization","@id":"https:\/\/wemedia.be\/magazinemedia\/#organization","name":"WE MEDIA Magazine Media","alternateName":"WM Magazine Media","url":"https:\/\/wemedia.be\/magazinemedia\/","logo":{"@type":"ImageObject","inLanguage":"fr-BE","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/","url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","contentUrl":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","caption":"WE MEDIA Magazine Media"},"image":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/wemediabe\/","https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be"]},{"@type":"Person","@id":""}]}},"_links":{"self":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/17710","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/comments?post=17710"}],"version-history":[{"count":0,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/17710\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media\/17708"}],"wp:attachment":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media?parent=17710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/categories?post=17710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/tags?post=17710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}