{"id":665789,"date":"2022-01-10T05:26:00","date_gmt":"2022-01-10T05:26:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=665789"},"modified":"2025-03-04T04:35:33","modified_gmt":"2025-03-04T03:35:33","slug":"ce-qui-compte-pour-le-consommateur-daujourdhui","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/ce-qui-compte-pour-le-consommateur-daujourdhui\/","title":{"rendered":"Ce qui compte pour le consommateur en 2022"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-blue-line header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/01\/2022-FR-CRI-CeQuiComptePourLeConsommateur.webp\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 46%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Ce qui compte pour le consommateur en 2022<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/CRI_What-matters-to-todays-consumer_Final-Web.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">6 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/CRI_What-matters-to-todays-consumer_Infographic_Final-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">1 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/ce-qui-compte-pour-le-consommateur-daujourdhui\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/ce-qui-compte-pour-le-consommateur-daujourdhui\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Les consommateurs souhaitent des produits de consommation et des marques plus durables et utiles.<\/h2><p class=\"intro-para-content\">Alors que plane encore la pand\u00e9mie, bon nombre des tendances et des changements dans les habitudes de consommation qu\u2019elle a suscit\u00e9 sont appel\u00e9s \u00e0 perdurer.\u00a0<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<figure class=\"wp-block-image alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"746\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Cover-What-Matters-to-today-consumer.jpg?w=746\" alt=\"\" class=\"wp-image-682524\" style=\"width:200px;height:300px\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Cover-What-Matters-to-today-consumer.jpg 758w, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Cover-What-Matters-to-today-consumer.jpg?resize=219,300 219w, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Cover-What-Matters-to-today-consumer.jpg?resize=746,1024 746w\" sizes=\"auto, (max-width: 746px) 100vw, 746px\" \/><\/figure>\n\n\n\n<p>Afin de rendre compte de ces changements sismiques et de les mesurer, le Capgemini Research Institute lance une nouvelle s\u00e9rie d\u2019\u00e9tudes annuelles consacr\u00e9e aux produits de consommation et de la vente au d\u00e9tail.<br>Dans le premier volet de cette s\u00e9rie, intitul\u00e9 \u00ab&nbsp;Ce qui compte pour le consommateur d\u2019aujourd\u2019hui&nbsp;\u00bb, nous avons interrog\u00e9 plus de 10 000 consommateurs dans 10 pays pour savoir ce que les acheteurs recherchent vraiment dans les produits et chez les d\u00e9taillants et ce qu\u2019ils pensent des tendances g\u00e9n\u00e9rales.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nous avons constat\u00e9 que les consommateurs reviennent lentement vers les magasins physiques, mais que les achats en ligne sont plus populaires que jamais.<\/li>\n\n\n\n<li>Dans les cat\u00e9gories telles que l\u2019\u00e9picerie ou la sant\u00e9 \u2013 beaut\u00e9, l\u2019efficacit\u00e9 des services de livraison et de traitement des commandes est plus importante que l\u2019exp\u00e9rience en magasin.<\/li>\n\n\n\n<li>Cela est d\u2019autant plus vrai que les acheteurs commandent de plus en plus directement aupr\u00e8s des marques.<\/li>\n\n\n\n<li>Enfin, les consommateurs privil\u00e9gient un mode de vie sain et durable, et leurs achats en tiennent compte.<\/li>\n<\/ul>\n\n\n\n<p>Pour les marques et les d\u00e9taillants, ces tendances exigent une forte transformation de leur strat\u00e9gie : au niveau du d\u00e9veloppement des produits, du num\u00e9rique, de l\u2019analytique, des op\u00e9rations commercial et du marketing. Mais elles offrent \u00e9galement des opportunit\u00e9s lucratives et des b\u00e9n\u00e9fices profitables.<\/p>\n\n\n\n<p>Pour en tirer parti, les acteurs du secteur devraient analyser les donn\u00e9es de premi\u00e8re main sur les consommateurs afin de personnaliser de nouveaux produits et services sur des segments de client\u00e8le sp\u00e9cifiques. <\/p>\n\n\n\n<p>Ce faisant, ils doivent d\u00e9velopper une strat\u00e9gie omnicanale qui int\u00e8gre tous les canaux de vente (magasin, e-commerce, vente directe au consommateur, marketplaces) et les points de contacts (email, r\u00e9seaux sociaux, t\u00e9l\u00e9phone, chat\u2026). Enfin, ils devraient positionner les services de livraison et le traitement des commandes comme un moteur de croissance et fixer des prix plus comp\u00e9titifs pour les produits durables. <a href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/CRI_What-matters-to-todays-consumer_Final-Web.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">T\u00e9l\u00e9chargez le rapport<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ecoutez-notre-podcast\">\u00c9coutez notre podcast<\/h2>\n\n\n\n<iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"Objectif TECH : L&#039;impact des pr\u00e9f\u00e9rences d&#039;achat des consommateurs sur les marques et d\u00e9taillants\" width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" src=\"https:\/\/share.transistor.fm\/e\/82280b0c#?secret=6Bv68oejZ8\" data-secret=\"6Bv68oejZ8\"><\/iframe>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Alors que plane encore la pand\u00e9mie, bon nombre des tendances et des changements dans les habitudes de consommation qu\u2019elle a suscit\u00e9 sont appel\u00e9s \u00e0 perdurer.\u00a0<\/p>\n","protected":false},"author":103,"featured_media":682532,"template":"","meta":{"cg_dt_proposed_to":[21],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"efa06bbd-8311-4279-8421-7921556bfcd6\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"39abff08-4350-41a5-a54b-f279eb917bd4\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"","featured_focal_points":"{\"x\":\"0.93\",\"y\":\"0.55\"}"},"tags":[],"research-and-insight-type":[41],"theme":[],"brand":[30],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-665789","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-cri-report","brand-capgemini"],"yoast_head":"<!-- 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