Tag / commerce
Direct to Consumers : La nouvelle génération des marques DtoC
Warby Parker, Glossier, Everlane, Bonobos, Ayr, Sezane, Cienne, Wellington, Ledbury, Maisons Standard, Tamara Mellon, Equinox Uniform Wares, ByChloé... De nouvelles marques insolentes, authentiques, inébranlables face à Amazon, dopées à la technologie et au réseaux sociaux font leur apparition sur le web et brouillent les frontières du monde digital et physique. Elles réinventent la manière de créer les marques et réécrivent les règles du business.
Plongée dans la nouvelle génération des marques Direct to consumer (DtoC).
De nouveaux codes Digital Native : A l’heure où 67% des millennials préfèrent acheter en ligne selon Big Commerce, la première rupture visible pour ces marques -souvent issues de l’univers de la mode et du luxe et portées par des designers de la mêle génération- repose sur une construction digitale et respectant les codes du lean luxe avant d’aller explorer les frontières du physique.
Abordables : Souvent moins chères en l’absence de réseau physique, elles constit..
How to Successfully Work Across Countries, Languages, and Cultures
Photo by Christine Roy According to a recent McKinsey Global Institute report, the number of people in the global labor force will reach 3.5 billion by 2030 — and yet there will still be a shortage of skilled workers. The result is likely to be intensified global competition for talent. Rather than assuming we’ll work in one location, in our native culture, we will need new skills, attitudes, and behaviors that help us work across cultures. Our ways of thinking about careers, colleagues, and collaboration will need to become more flexible and adaptable. My five-year study of the global workforce at Rakuten, the Japan-based e-commerce powerhouse, gave me a close-up look at what will drive success for this new type of global worker.
Prior to 2010, Rakuten had been a multilingual global company. The Japanese employees in the Tokyo headquarters communicated in Japanese, the Americans in the U.S. subsidiary spoke English, and the workers in Asia, Europe, and South America spoke a mixture o..
Editeurs : que vaut votre Data et comment la valoriser ?
TRIBUNE CROISEE
Sur un marché publicitaire en pleine mutation, avec notamment la croissance du mode d’achat programmatique et le renforcement de l’hégémonie des plateformes américaines, les éditeurs prennent progressivement conscience du potentiel de leur actif data. Il apparaît ainsi évident que les acteurs qui s’en sortent le mieux aujourd’hui ont construit leur succès sur une exploitation fine et volumique de la data. Mais quelle est la valeur de sa donnée ? Et comment en tirer profit ?
Pour y voir plus clair et comprendre comment les éditeurs peuvent et devraient valoriser leurs data, deux experts ont accepté de nous apporter un retour terrain. Eric Cholet, Président de Marketshot et expert des données intentionnistes et moments de vie, et Grégoire Fremiot, VP Sales & Marketing de mediarithmics et spécialiste du data marketing répondent à nos questions. Interview croisée.
1- Quels sont les enjeux de la data pour les éditeurs? Grégoire Frémiot : En animant un site en contact dir..
3 Ways Companies Are Building a Business Around AI
There is no argument about whether artificial intelligence (AI) is coming. It is here, in automobiles, smartphones, aircraft, and much else. Not least in the online search abilities, speech and translation features, and image recognition technology of my employer, Alphabet.
The question now moves to how broadly AI will be employed in industry and society, and by what means. Many other companies, including Microsoft and Amazon, also already offer AI tools which, like Google Cloud, where I work, will be sold online as cloud computing services. There are numerous other AI products available to business, like IBM’s Watson, or software from emerging vendors.
Whatever hype businesspeople read around AI — and there is a great deal — the intentions and actions of so many players should alert them to the fundamental importance of this new technology.
This is no simple matter, as AI is both familiar and strange. At heart, the algorithms and computation are dedicated to unearthing novel patter..
At CIFF 2017, a new generation of fashion designers is on the rise
On a sunny evening last week, a 100-plus people could be spotted grooving in an out of town car park at the Bella Center in Copenhagen. Bottles of beer and craft vodka cocktails in-hand, they were wearing a diverse smattering of styles – from Supreme X Louis Vuitton dungarees to boiler suits and floral dresses by the Danish label Ganni that recently posted annual revenues of nearly $59m. A giant pink cardboard installation featuring totemic symbols by London-based set designer Gary Card housed the DJ/designer, Charles Jeffrey Loverboy.
It’s not what you might expect from a fashion trade show but then CIFF (the Copenhagen International Fashion Fair that runs in parallel to Copenhagen Fashion Week) is smoothly re-inventing itself as a destination for buyers, creatives and emerging talent alike. The Loverboy pop-up was conceived by Lulu Kennedy MBE, founder of London’s Fashion East not-for-profit platform, one element of a curated programme of shows and stands through which Kennedy intro..
How Consumer Brands Can Connect with Customers in a Changing Retail Landscape
When news broke earlier this year about Amazon’s courtship of some of the world’s biggest consumer packaged goods (CPG) brands, it touched off a wave of speculation. Was the e-commerce giant engaged in a long game to alter the relationships between consumer goods makers and their brick-and-mortar retail partners?
However it plays out, Amazon’s outreach exposed a digital divide in the consumer products world. On one side is the growing interest of brands in direct-to-consumer (D2C) models. On the other side are persistent worries about conflict — not just with traditional distribution channels but also with retailers carrying the brand. To bridge this gap, we’ve identified seven tactics that pioneering brands have used to arrive at an effective digital strategy:
Understand how digital serves different consumer segments. Brands can deepen engagement by bringing people together for shared experiences. Kimberly-Clark, for example, specifically designed its Huggies rewards club to attract..
Leading Digital Transformation Is Like Urban Planning
Most companies want their businesses to keep pace with digital startups, but end up bogged down by the need to fix the daily challenges that their decades-old IT systems create. How do you redesign and rebuild major infrastructure while keeping the day-to-day work going? This kind of challenge is often referred to as “repairing the airplane while you’re flying it.” But a more instructive analogy might be the redesign of a major city’s infrastructure.
Specifically, there are three urban planning strategies, commonly followed by major metropolises, that leaders can use for inspiration in the race to keep up with digital competition. They include building glistening landmarks that anchor their digital strategy (as Dubai has done), removing roadblocks and bottlenecks to improve their underlying speed and agility (Boston), or changing course altogether to construct an entirely new city (Shanghai).
Dubai: Erecting Modern Landmarks Targeted investments in striking new sights, like Dubai’s E..
Great Digital Companies Build Great Recommendation Engines
Laura Schneider for HBR Perhaps the single most important algorithmic distinction between “born digital” enterprises and legacy companies is not their people, data sets, or computational resources, but a clear real-time commitment to delivering accurate, actionable customer recommendations. Recommendation engines (or recommenders) force organizations to fundamentally rethink how to get greater value from their data while creating greater value for their customers. In other words, they’re a terrific medium and mechanism for transitioning traditional managements to platform perspectives.
“Build real recommendation engines fast” is my mission-critical recommendation to companies aspiring — or struggling — to creatively cross the digital divide. Use recommenders to make it easier to gain better insight into customers while they’re getting better information about you. Making recommendation an organizing principle for digital design distinguishes leaders from laggards.
Recommenders’ true ..
Admission post-bac, cas d’école des algorithmes publics ?
Admission Post-Bac (APB) est chaque année le passage obligé pour près de 800 000 lycéens qui souhaitent poursuivre des études supérieures. Ce dispositif national qui distribue les élèves dans les formations supérieures qu’ils ont sélectionnées génère chaque année auprès des futurs étudiants et de leurs familles inquiétudes et angoisses légitimes, tant la formation supérieure concentre les attentes de réussite dans un monde devenu toujours plus compétitif. Force est pourtant de reconnaître que, malgré les critiques nourries que le système rencontre, l’infrastructure robuste d’APB fait relativement bien ce qu’on lui demande de faire (ne vous énervez pas tout de suite !).
Par son ampleur, par le nombre de personnes calculées par ce traitement algorithmique annuel, APB fait figure de cas d’école des défis que les algorithmes posent à la conduite de l’action publique. Reste que s’il est un modèle, il est aussi perfectible. Comment rendre le système plus compréhensible à l’ensemble des ac..
Your Customers Still Want to Talk to a Human Being
The rise of the internet has opened up new possibilities for communicating, from emailing and blogging to mobile video chatting and exchanging GIFs over messaging apps. This digitization has not been limited to consumer interactions. Most businesses now communicate with their customers through multiple online channels, and invest in software to track, personalize, and optimize every step of the consumer’s digital journey.
As brands prioritize this digital experience, they often overlook a simple fact: communicating by voice is faster, easier, and more effective than typing messages back and forth.
Humans generally speak at 125-175 words per minute and can listen at a rate of up to 450 words per minute. In contrast, the average typist does 38-40 words per minute — and that’s on a full-fledged keyboard, not on a mobile phone. A consumer may prefer to make plans with friends over text message, or to order a pizza online, but when faced with a complex purchase, these preferences often ch..