{"id":1069,"date":"2014-10-13T17:33:17","date_gmt":"2014-10-13T17:33:17","guid":{"rendered":"https:\/\/www.cartonajessalinas.com\/?p=1069"},"modified":"2018-09-06T15:36:26","modified_gmt":"2018-09-06T13:36:26","slug":"packaging-experimental","status":"publish","type":"post","link":"https:\/\/www.cartonajessalinas.com\/fr\/packaging-experimental\/","title":{"rendered":"PACKAGING EXP\u00c9RIENTIEL"},"content":{"rendered":"

Il y a quelques jours j\u2019\u00e9tais \u00e0 Paris. Chaque fois que je voyage j\u2019essaye de d\u00e9dier une matin\u00e9e \u00e0 la \u00ab\u00a0prospection\u00a0\u00bb. Ma t\u00e2che consiste uniquement \u00e0 entrer dans les magasins, regarder les produits, leur packaging bien \u00e9videmment, les personnes et leurs comportements.<\/p>\n

Au n\u00ba48 des Champs Elys\u00e9es se trouve le premier magasin Guerlain qui a ouvert ses portes en 1914. Le seul fait d\u2019\u00eatre face \u00e0 ses vitrines, nous appr\u00e9cions le luxe extr\u00eame et classique comme seul les fran\u00e7ais savent l\u2019offrir. En avan\u00e7ant au n\u00ba70, nous nous retrouvons face au Megastore Sephora, joyeux, moderne et anim\u00e9. Un tapis rouge arrive jusque dans la rue et il vous crie d\u2019y mettre les pieds et d\u2019entrer comme s\u2019il s\u2019agissait d\u2019une extension de votre ballade sur les Champs Elys\u00e9es.<\/p>\n

Ce que je trouve curieux et qui ne cesse de me surprendre, c\u2019est que je peux choisir d\u2019acheter des produits Guerlain dans la boutique centenaire du n\u00ba68 ou chez sa voisine avant-gardiste Sephora.<\/p>\n

Dans la premi\u00e8re boutique, ils mettront 25 \u00e0 30 minutes pour emballer l\u2019achat\u00a0: un premier papier, un coffret parfaitement r\u00e9alis\u00e9, un deuxi\u00e8me papier soie parfum\u00e9 dans le sac, un ruban qui joint les deux poign\u00e9es, un stick pour que rien n\u2019entre dans le sac etc. et le tout r\u00e9alis\u00e9 avec une d\u00e9licatesse, une chor\u00e9graphie ex\u00e9cut\u00e9e par la vendeuse qui vous tient \u00e9bahit pendant tout le processus. Dans la deuxi\u00e8me boutique, ces 25-30 minutes vous les passez \u00e0 faire la queue \u00e0 la caisse pour payer, un aimable bonjour, un \u00ab\u00a0taxfree\u00a0\u00bb et c\u2019est tout.<\/p>\n

\u00a0MARKETING EXP\u00c9RIENTIEL<\/h3>\n

Guerlain construit tout son univers au n\u00ba68 des Champs Elys\u00e9es. Elle r\u00e9ussit \u00e0 cohabiter sereinement avec sa voisine du n\u00ba70 et la vente online sans enlever du sens \u00e0 la philosophie de sa marque<\/a> gr\u00e2ce \u00e0 une vision holistique selon laquelle le tout est sup\u00e9rieur \u00e0 la somme de ses parties.<\/p>\n

\u00a0SOCIAL MARKETING<\/h3>\n

Le social marketing est arriv\u00e9 pour rester. Qui sait comment il \u00e9voluera \u2013 car il le fera et rapidement \u2013 mais \u00e0 pr\u00e9sent les mots ENGAGEMENT, EVERYPLACE ET EVANGELISM sont ceux que nous devons avoir pr\u00e9sents au moment de construire toutes nos strat\u00e9gies de marque.<\/p>\n

M\u00eame le packaging doit s\u2019impr\u00e9gner de tout ceci. Si dans nos processus d\u2019achats nous sommes devenus plus sensibles aux exp\u00e9riences, aux messages et \u00e0 parler de ceux-ci\u2026 un coffret doit \u00e9galement tenir compte de ces variables.<\/strong><\/p>\n

Un packaging bien con\u00e7u continu d\u2019\u00eatre un v\u00e9hicule fantastique pour attirer, cr\u00e9er de l\u2019exp\u00e9rience d\u2019achat et communiquer la marque.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019exp\u00e9rience d\u2019achat et le social marketing permettent aux produits de s\u2019int\u00e9grer dans l\u2019espace o\u00f9 ils sont pr\u00e9sent\u00e9s sans que les marques perdent leur personnalit\u00e9.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[166,172],"tags":[178,186,180,223,183],"class_list":["post-1069","post","type-post","status-publish","format-standard","hentry","category-evenements-fr","category-marketing-fr","tag-design-emballage-fr","tag-emballage-mode","tag-marketing-fr","tag-marketing-experiencial-fr","tag-packaging-fr"],"yoast_head":"\nPACKAGING EXP\u00c9RIENTIEL - Cartonajes Salinas<\/title>\n<meta name=\"description\" content=\"Chaque fois que je voyage j\u2019essaye de d\u00e9dier une matin\u00e9e \u00e0 la \u00abprospection\u00bb: entrer dans les magasins, regarder les produits et leur packaging.\" \/>\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.cartonajessalinas.com\/fr\/packaging-experimental\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PACKAGING EXP\u00c9RIENTIEL - 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