{"id":207261,"date":"2023-06-16T12:06:22","date_gmt":"2023-06-16T10:06:22","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=207261"},"modified":"2023-06-16T13:14:20","modified_gmt":"2023-06-16T11:14:20","slug":"comment-le-retail-media-peut-faire-decoller-le-pass-fast-lane-de-brussels-airport","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/comment-le-retail-media-peut-faire-decoller-le-pass-fast-lane-de-brussels-airport\/","title":{"rendered":"Comment le retail m\u00e9dia peut faire d\u00e9coller le Pass Fast Lane de Brussels Airport ?"},"content":{"rendered":"

D\u00e9couvrez la campagne propos\u00e9e par <\/strong>Carrefour Links<\/strong><\/a> \u00e0 Brussels Airport pour mettre en avant leur produit \u00ab Pass Fast Lane \u00bb. Le \u00ab Pass Fast Lane \u00bb permet un passage rapide au contr\u00f4le de s\u00e9curit\u00e9 de Brussels Airport et d\u2019ainsi gagner du temps et se relaxer en attendant son vol.<\/strong><\/p>\n

Comment informer massivement les voyageurs potentiels de l\u2019existence de ce pass et les inciter \u00e0 l\u2019acheter ?<\/strong><\/p>\n

Bien qu\u2019il soit disponible en ligne<\/a> sur le site de Brussels Airport \u2013 et non dans les grands magasins \u2013, une pr\u00e9sence bien pens\u00e9e dans les m\u00e9dias retail pourrait faire litt\u00e9ralement d\u00e9coller les ventes\u2026 Un exercice auquel s\u2019est livr\u00e9e l\u2019\u00e9quipe de Carrefour Links<\/a>.<\/p>\n

D\u00e9finir la cible<\/h3>\n

Pour proposer une campagne retail media sur mesure \u00e0 Brussels Airport visant \u00e0 promouvoir son \u00ab Pass Fast Lane \u00bb, l\u2019\u00e9quipe de Carrefour Links<\/a> d\u00e9termine tout d\u2019abord le groupe-cible auquel s\u2019adresser, en croisant les donn\u00e9es<\/strong> partenaires\u00a0 de Brussels Airport avec les donn\u00e9es first party data de Carrefour, dans une data clean-room enti\u00e8rement s\u00e9curis\u00e9e et anonymis\u00e9e de Liveramp. L\u2019objectif ? Retenir uniquement les personnes susceptibles de voyager prochainement et d\u2019\u00eatre sensibles \u00e0 la promesse du \u00ab Pass Fast Lane \u00bb : gagner du temps gr\u00e2ce \u00e0 une automatisation du passage au contr\u00f4le. Carrefour Links<\/a> s\u00e9lectionne donc les clients de Carrefour qui utilisent le self scan<\/strong>, ach\u00e8tent r\u00e9guli\u00e8rement des services<\/strong>, et ont achet\u00e9 des articles de voyage<\/strong> r\u00e9cemment (bagages, cr\u00e8mes solaires, etc.). Le r\u00e9sultat ? Un public-cible de 335.000 personnes.<\/p>\n

Une palette compl\u00e8te de solutions<\/h3>\n

La campagne imagin\u00e9e par l\u2019\u00e9quipe de Carrefour Links<\/a> pour Brussels Airport est compos\u00e9e de solutions \u00e0 la fois offline<\/strong> \u2013 une page de publicit\u00e9 dans le Carrefour Magazine par exemple \u2013, online<\/strong> avec de la newsletter, du bannering et des campagnes cibl\u00e9es sur les r\u00e9seaux sociaux et en magasin via le branding des tapis de caisses et des zones self checkout.<\/p>\n

Il est important de noter que les clients se montrent tr\u00e8s sensibles \u00e0 la personnalisation<\/strong> d\u2019un message\u00a0: 86%<\/strong> d\u2019entre eux d\u00e9clarent qu\u2019elle joue un r\u00f4le majeur dans leurs d\u00e9cisions d\u2019achat. Ces derni\u00e8res sont \u00e9galement largement influenc\u00e9es par les m\u00e9dias sociaux<\/strong> (pour 89%<\/strong> des shoppers) et par les \u00e9motions <\/strong>(60% <\/strong>des achats sont driv\u00e9s par les \u00e9motions).<\/p>\n

Une pr\u00e9sence ludique et marquante<\/h3>\n

Il est \u00e9galement possible de soutenir le \u00ab Pass Fast Lane \u00bb au sein m\u00eame des magasins<\/strong> Carrefour. Comment\u00a0? Avec des floor stickers et des shelf dividers<\/strong> astucieusement plac\u00e9s dans le rayon parfumerie, pr\u00e9cis\u00e9ment l\u00e0 o\u00f9 l\u2019on trouve les cr\u00e8mes solaires par exemple. Il est m\u00eame possible d\u2019aller encore plus loin et de jouer r\u00e9ellement sur la \u2018reason why\u2019 qui inciterait les clients Carrefour \u00e0 se laisser s\u00e9duire par le \u00ab Pass Fast Lane \u00bb. Pour cela, les tapis aux caisses \u2013 rappelant les tapis roulants charriant les bagages \u00e0 l\u2019a\u00e9roport \u2013 seraient recouverts d\u2019un message rappelant l\u2019avantage premier du \u00ab Pass Fast Lane \u00bb (gagner du temps). Mieux encore\u00a0: toute la zone de self check-out pourrait faire l\u2019objet d\u2019un rebranding complet soulignant l\u2019int\u00e9r\u00eat d\u2019\u00e9viter les files \u2013 tant chez Carrefour qu\u2019\u00e0 Brussels Airport.<\/p>\n

Un lien et un impact puissants<\/h3>\n

Enfin, l\u2019\u00e9quipe de Carrefour Links<\/a> peut \u00e9galement proposer \u00e0 Brussels Airport de d\u00e9velopper une action sur la plateforme Bonusland.be<\/strong>\u00a0: un jeu qui permettrait de gagner un \u00ab Pass Fast Lane \u00bb. La gamification <\/strong>est en effet une strat\u00e9gie de promotion qui cr\u00e9e un lien \u00e9motionnel tr\u00e8s fort avec le produit et son impact sur les ventes est remarquable.<\/p>\n

Ce case, pour \u00eatre (momentan\u00e9ment ?) fictif, d\u00e9montre avec force que des marques qui n\u2019ont a priori rien en commun avec le retail peuvent intelligemment miser sur le retail media. C\u2019est en tout cas la conviction profonde de l\u2019\u00e9quipe de Carrefour Links<\/a> !<\/p>\n\"\"\n","protected":false},"excerpt":{"rendered":"

[Sponsored] D\u00e9couvrez la campagne propos\u00e9e par Carrefour Links \u00e0 Brussels Airport pour mettre en avant leur produit Pass Fast Lane. Ce Pass permet un passage rapide au contr\u00f4le de s\u00e9curit\u00e9. Comment informer massivement les voyageurs potentiels ?<\/p>\n","protected":false},"author":4,"featured_media":207265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6705],"tags":[9390,9473,19551],"class_list":["post-207261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsored-fr","tag-brussels-airport-fr","tag-carrefour-fr","tag-carrefour-links-fr"],"acf":[],"yoast_head":"\nComment le retail m\u00e9dia peut faire d\u00e9coller le Pass Fast Lane de Brussels Airport ?<\/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:\/\/www.mediaspecs.be\/fr\/comment-le-retail-media-peut-faire-decoller-le-pass-fast-lane-de-brussels-airport\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment le retail m\u00e9dia peut faire d\u00e9coller le Pass Fast Lane de Brussels Airport ?\" \/>\n<meta property=\"og:description\" content=\"[Sponsored] D\u00e9couvrez la campagne propos\u00e9e par Carrefour Links \u00e0 Brussels Airport pour mettre en avant leur produit Pass Fast Lane. 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