{"id":681854,"date":"2022-03-25T13:29:00","date_gmt":"2022-03-25T13:29:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=681854"},"modified":"2025-03-04T04:26:32","modified_gmt":"2025-03-04T03:26:32","slug":"perspective-de-capgemini-les-consommateurs-sont-impregnes-de-nouvelles-technologies","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/perspective-de-capgemini-les-consommateurs-sont-impregnes-de-nouvelles-technologies\/","title":{"rendered":"Perspective de Capgemini : Les consommateurs sont impr\u00e9gn\u00e9s de nouvelles technologies &#8211; mais les CMOs sont-ils d\u00e9pass\u00e9s ?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?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\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 52%\" 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\"> Exp\u00e9rience client <\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Les consommateurs sont impr\u00e9gn\u00e9s de nouvelles technologies &#8211; mais les CMOs sont-ils d\u00e9pass\u00e9s ?<\/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\/07\/Conversations-for-Tomorrow-4-nouvelles-technologies.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Perspective<\/span><span class=\"type\">12 Mo  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\/07\/Rapport-Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">12 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\/07\/Final-Infographic-Conversations-Edition-4.pdf\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">1 Mo  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\/conversations-for-tomorrow-4\/perspective-de-capgemini-les-consommateurs-sont-impregnes-de-nouvelles-technologies\/\" 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\/conversations-for-tomorrow-4\/perspective-de-capgemini-les-consommateurs-sont-impregnes-de-nouvelles-technologies\/\" 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\">Cr\u00e9er de nouveaux mondes pour le client. <\/h2><p class=\"intro-para-content\">Perspective de Capgemini : Sarah Thomas, Alex Smith-Bingham et Thomas Dmoch.<\/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<p>Lorsque l&#8217;application de r\u00e9alit\u00e9 augment\u00e9e (RA) d&#8217;IKEA, Ikea Place, a \u00e9t\u00e9 lanc\u00e9e en 2017, les utilisateurs ont pu voir \u00e0 quoi ressemblerait la chaise ou le canap\u00e9 qu&#8217;ils envisageaient dans leur propre maison. L&#8217;application \u00e9tait capable de restituer de mani\u00e8re r\u00e9aliste des produits en 3D \u00e0 l&#8217;\u00e9chelle r\u00e9elle avec une pr\u00e9cision de 98 %, ce qui signifie moins de doutes de la part de l&#8217;acheteur et moins de risques de d\u00e9ception (et potentiellement de retour) lorsque le vrai meuble arrive <a href=\"https:\/\/www.architectmagazine.com\/technology\/ikea-launches-augmented-reality-application\">[1]<\/a>  D\u00e9sormais, les clients d&#8217;Ikea peuvent concevoir des pi\u00e8ces enti\u00e8res avec des meubles et du d\u00e9cor Ikea gr\u00e2ce \u00e0 son application de RA, IKEA Studio <a href=\"https:\/\/www.wired.co.uk\/article\/ikea-studio-ar-app\">[2]<\/a> .<\/p>\n\n\n\n<p>Aussi impressionnants soient-ils, ces outils n&#8217;effleurent cependant pas la totalit\u00e9 des possibilit\u00e9s imagin\u00e9es par la prochaine g\u00e9n\u00e9ration de technologies d&#8217;exp\u00e9rience immersive.<\/p>\n\n\n\n<p>De nombreuses marques investissent dans des technologies qui cr\u00e9eront un monde immersif que le consommateur pourra explorer. Les exp\u00e9riences immersives ne doivent pas se limiter \u00e0 la RA ; elles peuvent \u00eatre utilis\u00e9es pour attirer le consommateur dans un autre monde &#8211; r\u00e9el ou imaginaire, familier et rassurant ou nouveau et stimulant &#8211; lui permettant de manipuler et d&#8217;interagir avec son environnement, en le configurant \u00e0 son go\u00fbt. Le voyage doit \u00eatre sensoriellement passionnant et engageant, favorisant l&#8217;interaction avec la marque \u00e0 un niveau personnel.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-pourquoi-tout-cet-interet-pour-les-experiences-immersives\">Pourquoi tout cet int\u00e9r\u00eat pour les exp\u00e9riences immersives ?<\/h4>\n\n\n\n<p>La technologie immersive, en particulier la RA et la r\u00e9alit\u00e9 virtuelle (RV), existe depuis un temps \u00e9tonnamment long ; le premier syst\u00e8me d&#8217;affichage int\u00e9gr\u00e9 \u00e0 un casque de RV a \u00e9t\u00e9 invent\u00e9 il y a plus de 50 ans, en 1968. \u00c0 mesure que la technologie a progress\u00e9, l&#8217;int\u00e9r\u00eat qu&#8217;elle suscite en tant qu&#8217;outil commercial s&#8217;est accru.<\/p>\n\n\n\n<p>Expansion de l&#8217;industrie du jeu : Le jeu a \u00e9t\u00e9 une industrie phare de l&#8217;int\u00e9r\u00eat des consommateurs pour les exp\u00e9riences immersives. En 2021, on estime que 77 % des millennials et 81 % des membres de la g\u00e9n\u00e9ration Z se consid\u00e8rent comme des &#8220;joueurs&#8221; <a href=\"https:\/\/newzoo.com\/custom-consumer-research\" target=\"_blank\" rel=\"noreferrer noopener\">[3]<\/a>.<\/p>\n\n\n\n<p>La g\u00e9n\u00e9ration Z, dont le pouvoir d&#8217;achat est estim\u00e9 \u00e0 plus de 300 milliards de dollars, est particuli\u00e8rement dispos\u00e9e \u00e0 essayer de nouvelles technologies et de nouvelles fa\u00e7ons d&#8217;acheter en ligne, comme le shopping en livestream (o\u00f9 l&#8217;h\u00f4te interagit avec les clients en temps r\u00e9el, pr\u00e9f\u00e9r\u00e9 par 40 % de la g\u00e9n\u00e9ration Z) et l&#8217;essayage de v\u00eatements avec la r\u00e9alit\u00e9 virtuelle (pr\u00e9f\u00e9r\u00e9 par 24 %) <a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref4\" target=\"_blank\" rel=\"noreferrer noopener\">[4]<\/a>.<\/p>\n\n\n\n<p>Un engagement accru envers la marque : la technologie immersive et le m\u00e9tavers permettront aux marques de toucher des millions de personnes avec des co\u00fbts moindres. Par exemple, les concerts pop virtuels mis en sc\u00e8ne dans Fortnite, un jeu en ligne, peuvent attirer plus de 10 millions de spectateurs, un chiffre impensable dans le monde physique. En mars 2022, la premi\u00e8re semaine de la mode dans un m\u00e9tavers a \u00e9t\u00e9 organis\u00e9e par la plateforme Decentraland, avec des marques de renom telles que Forever 21, DKNY et Est\u00e9e Lauder <a href=\"https:\/\/www.wsj.com\/articles\/metaverse-fashion-week-draws-big-brands-startups-11648166916\" target=\"_blank\" rel=\"noreferrer noopener\">[5]<\/a> . De m\u00eame, Hyundai Motors a lanc\u00e9 Mobility Adventure, un espace m\u00e9tavers sur la plateforme de jeu Roblox, o\u00f9 les utilisateurs peuvent voir les produits Hyundai, interagir avec d&#8217;autres joueurs et d\u00e9couvrir les futures solutions de mobilit\u00e9 de Hyundai <a href=\"https:\/\/www.hyundai.com\/worldwide\/en\/company\/newsroom\/hyundai-motor-vitalizes-future-mobility-in-roblox-metaverse-space%252C-hyundai-mobility-adventure-0000016713\" target=\"_blank\" rel=\"noreferrer noopener\">[6]<\/a>.<\/p>\n\n\n\n<p>Mon\u00e9tiser l&#8217;immersif : En 2020, les consommateurs ont d\u00e9pens\u00e9 pr\u00e8s de 54 milliards de dollars en biens virtuels, en skins pour leurs avatars et en vies de personnages suppl\u00e9mentaires dans le cadre du jeu <a href=\"https:\/\/www.matthewball.vc\/all\/metaversepayments\" target=\"_blank\" rel=\"noreferrer noopener\">[7]<\/a> , soit plus que le total d\u00e9pens\u00e9 au box-office pour les films ou pour l&#8217;achat de musique enregistr\u00e9e. Les joueurs constituent un groupe d\u00e9mographique de consommateurs pr\u00eats \u00e0 acheter sur des plateformes immersives. Aux \u00c9tats-Unis, 19 % des joueurs adultes sur PC ach\u00e8tent des biens virtuels quotidiennement et 38 % des joueurs sur console en ach\u00e8tent au moins une fois par semaine <a href=\"https:\/\/www.statista.com\/statistics\/274132\/forecast-of-us-social-gaming-goods\/\" target=\"_blank\" rel=\"noreferrer noopener\">[8]<\/a>.<\/p>\n\n\n\n<p>Dans tous les groupes de consommateurs, les premi\u00e8res recherches ont montr\u00e9 que 70 % des consommateurs ayant visit\u00e9 un magasin virtuel ont effectu\u00e9 un achat <a href=\"https:\/\/www.obsessar.com\/metaverse-consumer-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">[9]<\/a>. Dans le m\u00e9tavers, les marques peuvent soit vendre des objets num\u00e9riques \u00e0 porter, soit convertir leurs articles physiques en jetons non fongibles (NFT ; unit\u00e9s de donn\u00e9es non reproductibles stock\u00e9es sur une blockchain, une forme de registre num\u00e9rique, qui peuvent \u00eatre vendues et \u00e9chang\u00e9es). Les CMO peuvent consid\u00e9rer les exp\u00e9riences immersives comme un moyen de diversifier les sources de revenus existantes, le m\u00e9tavers ouvrant de nouveaux canaux aux marques.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Les premiers adoptants mettent d\u00e9j\u00e0 la main au porte-monnaie<\/h4>\n\n\n\n<p>Il serait n\u00e9gligeable de ne pas mentionner le changement de nom de Facebook en Meta, qui a stimul\u00e9 l&#8217;int\u00e9r\u00eat pour le m\u00e9tavers et les mondes virtuels qu&#8217;il contient. Alors que plusieurs r\u00e9alit\u00e9s virtuelles sont apparues au fil des ans, notamment le populaire Second Life, qui compte encore plus d&#8217;un million d&#8217;utilisateurs actifs chaque mois, la perspective qu&#8217;un g\u00e9ant mondial comme Facebook plonge dans l&#8217;immersif fait in\u00e9vitablement grimper les niveaux d&#8217;int\u00e9r\u00eat <a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref10\" target=\"_blank\" rel=\"noreferrer noopener\">[<\/a><a href=\"https:\/\/arstechnica.com\/gaming\/2022\/03\/even-in-the-metaverse-you-cant-escape-the-taxman\/\" target=\"_blank\" rel=\"noreferrer noopener\">10<\/a><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref10\" target=\"_blank\" rel=\"noreferrer noopener\">]<\/a>.<\/p>\n\n\n\n<p>Si ce genre d&#8217;engouement autour du m\u00e9tavers a naturellement pouss\u00e9 de nombreuses marques \u00e0 s&#8217;y int\u00e9resser, quelques-unes ont vraiment pris le concept immersif \u00e0 c\u0153ur. Forever 21 et Nike ont d\u00e9j\u00e0 cr\u00e9\u00e9 des magasins virtuels \u00e0 part enti\u00e8re <a href=\"https:\/\/www.ft.com\/content\/ed66a2a0-dfe6-41e9-9d09-64b71acc5e50\">[<\/a><a href=\"https:\/\/www.ft.com\/content\/ed66a2a0-dfe6-41e9-9d09-64b71acc5e50\" target=\"_blank\" rel=\"noreferrer noopener\">11]<\/a>. D\u00e9voil\u00e9 lors de la Decentraland Fashion Week, le magasin de Forever 21 s&#8217;\u00e9tend sur 450 000 m\u00e8tres carr\u00e9s &#8220;virtuels&#8221;, avec des avatars num\u00e9riques faisant office d&#8217;employ\u00e9s <a href=\"https:\/\/www.businesswire.com\/news\/home\/20220324005260\/en\/Tokens.com-Partners-with-Forever-21-for-Metaverse-Storefront\" target=\"_blank\" rel=\"noreferrer noopener\">[12]<\/a>. Depuis son ouverture il y a moins de six mois, le magasin m\u00e9tavers de Nike, Nikeland, a \u00e9t\u00e9 visit\u00e9 par pr\u00e8s de 7 millions de personnes de plus de 200 pays. Construit sur la plateforme Roblox, les utilisateurs peuvent essayer des produits virtuels, jouer \u00e0 des jeux comme la balle au prisonnier et m\u00eame interagir avec des c\u00e9l\u00e9brit\u00e9s comme la star du basket-ball LeBron James <a href=\"https:\/\/www.thedrum.com\/news\/2022\/03\/22\/nearly-7-million-people-have-visited-nike-s-metaverse-store\">[13]<\/a>.<\/p>\n\n\n\n<p>Certaines organisations ont d\u00e9j\u00e0 commenc\u00e9 \u00e0 voir l&#8217;impact r\u00e9el de leurs initiatives dans le m\u00e9tavers. Forever 21 vend un bonnet noir virtuel qui peut \u00eatre achet\u00e9 avec des &#8220;robux&#8221;, une monnaie de jeu de la plateforme Roblox. L&#8217;int\u00e9r\u00eat suscit\u00e9 par ce produit a conduit au lancement d&#8217;une version physique, jouant sur le concept de &#8220;jumelage&#8221; des consommateurs avec leurs avatars <a href=\"https:\/\/enterprise.press\/stories\/2022\/02\/28\/fancy-shopping-in-the-metaverse-forever21-and-nike-have-you-covered-65978\/\" target=\"_blank\" rel=\"noreferrer noopener\">[14]<\/a>.<\/p>\n\n\n\n<p>Vous trouverez ci-dessous quelques-uns des exemples les plus frappants de l&#8217;adoption pr\u00e9coce de l&#8217;immersivit\u00e9 :<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"233\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Conversation-for-Tomorrow-4-Image-Explicative.jpg\" alt=\"\" class=\"wp-image-681861\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Conversation-for-Tomorrow-4-Image-Explicative.jpg 654w, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Conversation-for-Tomorrow-4-Image-Explicative.jpg?resize=300,107 300w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Automobile :<\/strong> Le Virtual Viewer de BMW offre aux amateurs de voitures une exp\u00e9rience immersive dans une salle d&#8217;exposition. Les utilisateurs peuvent construire la voiture de leurs r\u00eaves, en ajustant l&#8217;\u00e9chelle et les couleurs et en s\u00e9lectionnant l&#8217;int\u00e9rieur et les jantes de leur choix. Ils peuvent m\u00eame se mettre \u00e0 la place du conducteur, en ouvrant les portes, en allumant les lumi\u00e8res et en \u00e9coutant des chansons sur le syst\u00e8me audio<a href=\"https:\/\/next.reality.news\/news\/bmw-opens-augmented-reality-showroom-for-plug-hybrids-web-via-8th-wall-0384551\/\" target=\"_blank\" rel=\"noreferrer noopener\">[15]<\/a>.<\/li>\n\n\n\n<li><strong>Produits de consommation et distribution :<\/strong> Les marques de cosm\u00e9tiques telles que L&#8217;Or\u00e9al, MAC Cosmetics et Chanel permettent aux utilisateurs de s&#8217;embellir \u00e0 souhait, sans avoir \u00e0 se salir les mains (ou le visage)<a href=\"https:\/\/www.harpersbazaar.com\/uk\/beauty\/make-up-nails\/g32470461\/best-virtual-makeover-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">[16]<\/a>.<\/li>\n\n\n\n<li><strong>Services financiers :<\/strong> Bien qu&#8217;il ne s&#8217;agisse pas d&#8217;un domaine associ\u00e9 \u00e0 l&#8217;interaction virtuelle dynamique, les assureurs utilisent des technologies immersives dans des domaines tels que le r\u00e8glement des sinistres, la souscription et l&#8217;\u00e9ducation des clients. AXA en Belgique, par exemple, utilise la RA pour d\u00e9montrer les cons\u00e9quences des accidents de voiture<a href=\"https:\/\/aite-novarica.com\/blogs\/aite-novarica-media\/rise-augmented-reality-insurance\" target=\"_blank\" rel=\"noreferrer noopener\">[17]<\/a>. De m\u00eame, le conVRse de MetLife offre aux assur\u00e9s une exp\u00e9rience de service personnalis\u00e9e en RV<a href=\"https:\/\/www.the-digital-insurer.com\/dia\/convrse-a-virtual-reality-enabled-customer-service-platform-by-pnb-metlife\/\" target=\"_blank\" rel=\"noreferrer noopener\">[18]<\/a>.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">La coh\u00e9rence est essentielle<\/h4>\n\n\n\n<p>Si les marques souhaitent que leurs \u00e9toiles brillent dans le m\u00e9tavers, elles doivent garder les pieds sur terre pour rester en phase avec leurs offres dans le monde r\u00e9el. Il est important pour les marques de s&#8217;assurer qu&#8217;elles ont un ton et une identit\u00e9 coh\u00e9rents sur toutes les plateformes. Les clients consid\u00e8rent inconsciemment cette coh\u00e9rence comme un indicateur de qualit\u00e9, ce qui en fait un facteur cl\u00e9 de la confiance, un facteur d\u00e9cisif pour la plupart (81 %) lorsqu&#8217;ils envisagent un achat<a href=\"https:\/\/www.edelman.com\/news-awards\/only-one-third-of-consumers-trust-most-of-the-brands-they-buy\" target=\"_blank\" rel=\"noreferrer noopener\">[19]<\/a>.<\/p>\n\n\n\n<p>La confiance est \u00e9galement un facteur d\u00e9terminant de la fid\u00e9lit\u00e9 des clients<a href=\"https:\/\/www.capgemini.com\/it-it\/resources\/loyalty-deciphered-how-emotions-drive-genuine-engagement\/#:~:text=Our%20research%20shows%20that%20emotions,more%20about%20driving%20emotional%20engagement.\" target=\"_blank\" rel=\"noreferrer noopener\">[20]<\/a>. Par exemple, la marque californienne de chaussures Vans est sp\u00e9cialis\u00e9e dans les chaussures et les v\u00eatements de skateboard et sponsorise des \u00e9quipes de surf, de snowboard et de motocross. Son skatepark californien r\u00e9el a \u00e9t\u00e9 transpos\u00e9 dans le m\u00e9tavers Vans World, o\u00f9 les skateurs peuvent s&#8217;entra\u00eener, essayer et acheter des \u00e9quipements Vans<a href=\"https:\/\/www.thedrum.com\/news\/2021\/09\/01\/vans-channels-metaverse-trend-build-skateboarding-world-roblox\" target=\"_blank\" rel=\"noreferrer noopener\">[21]<\/a>. Ce type d&#8217;engagement (r\u00e9el et virtuel) envers le march\u00e9 cible encourage la relation, l&#8217;identification et la confiance entre la marque et sa base de consommateurs.<\/p>\n\n\n\n<p>De m\u00eame, il est important &#8211; et potentiellement tr\u00e8s gratifiant &#8211; pour les marques de s&#8217;approprier leur identit\u00e9 dans le m\u00e9tavers \u00e9mergent. Le restaurant \u00e0 service rapide Wendy&#8217;s a men\u00e9 une campagne intitul\u00e9e &#8220;Keep Fortnite Fresh&#8221;, dans laquelle il a envoy\u00e9 une mascotte dans un jeu vid\u00e9o Fortnite pour &#8220;tuer&#8221; tous les cong\u00e9lateurs dans le mode &#8220;Food Fight&#8221; du jeu, renfor\u00e7ant ainsi le positionnement de Wendy&#8217;s &#8220;frais, jamais congel\u00e9&#8221;. La destruction des cong\u00e9lateurs a \u00e9t\u00e9 diffus\u00e9e en direct sur Twitch, qui, \u00e0 son tour, a mobilis\u00e9 des milliers de joueurs pour participer \u00e0 la destruction. Les effets publicitaires ont \u00e9t\u00e9 surprenants : le flux a \u00e9t\u00e9 visionn\u00e9 pendant plus de 1,5 million de minutes, tandis que les mentions de Wendy&#8217;s ont augment\u00e9 de 119 % sur les r\u00e9seaux sociaux<a href=\"https:\/\/www.thedrum.com\/news\/2019\/11\/28\/how-wendy-s-and-vmlyr-reached-the-adblock-generation-smashing-freezers-fortnite#:~:text=The%20results,by%20119%25%20across%20social%20platforms.\" target=\"_blank\" rel=\"noreferrer noopener\">[22]<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-que-doivent-faire-les-cmo\">Que doivent faire les CMO ?<\/h4>\n\n\n\n<p>Les exp\u00e9riences immersives et le m\u00e9tavers offrent aux sp\u00e9cialistes du marketing une occasion unique d&#8217;entrer en contact avec les clients &#8211; actuels, pass\u00e9s et futurs &#8211; de mani\u00e8re directe et personnelle. Ces technologies permettent \u00e0 la marque d&#8217;entrer en relation directe avec le client d&#8217;une mani\u00e8re que les autres plateformes ne peuvent tout simplement pas offrir. Toutefois, avant de se lancer dans cette aventure de cr\u00e9ation de liens, il est important que les responsables marketing aient une vision claire de qui sont leurs clients et des r\u00e9sultats \u00e9motionnels qu&#8217;ils souhaitent obtenir.<\/p>\n\n\n\n<p>Plus pr\u00e9cis\u00e9ment, les CMO doivent :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u00e9finir une exp\u00e9rience immersive qui s&#8217;inscrit dans la strat\u00e9gie marketing globale ; l&#8217;alignement et la coh\u00e9rence entre les diff\u00e9rents canaux sont essentiels pour \u00e9tablir une relation de confiance ;<\/li>\n\n\n\n<li>Planifier une pr\u00e9sence dans le m\u00e9tavers ; si les premiers utilisateurs ont lanc\u00e9 des magasins ou des jeux virtuels, les d\u00e9butants peuvent commencer par participer \u00e0 des \u00e9v\u00e9nements du m\u00e9tavers ou \u00e9tablir des partenariats avec des acteurs du m\u00e9tavers tels que Roblox et Decentraland ;<\/li>\n\n\n\n<li>Mettre en place une organisation marketing qui comprend les concepts \u00e9volutifs du metaverse ; les comp\u00e9tences requises pour le commercialiser vont \u00e9voluer et se pr\u00e9ciser et les CMO doivent \u00eatre pr\u00eats \u00e0 constituer et \u00e0 faire \u00e9voluer les diverses \u00e9quipes dont ils auront besoin ;<\/li>\n\n\n\n<li>D\u00e9velopper des personas et des parcours adapt\u00e9s aux caract\u00e9ristiques d\u00e9mographiques sp\u00e9cifiques de la client\u00e8le ; vous devez vraiment comprendre qui sont vos clients, leurs comportements et la fa\u00e7on dont ils veulent s&#8217;engager avec la marque.<\/li>\n<\/ul>\n\n\n\n<p>C&#8217;est au CMO de guider le marketing dans le processus de positionnement d&#8217;une marque \u00e0 l&#8217;aide des nouvelles technologies immersives. Ce faisant, il est important de ne pas perdre de vue la signification plus large de cette \u00e9volution vers de nouvelles r\u00e9alit\u00e9s technologiques. <a href=\"https:\/\/www.voguebusiness.com\/technology\/gucci-ceo-bizzarri-talks-metaverse-strategy-and-why-its-already-a-very-real-place-for-us\" target=\"_blank\" rel=\"noreferrer noopener\">[23]<\/a><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Quiconque affirme que le Web 3.0 est un pr\u00e9texte pour vendre des baskets num\u00e9riques passe \u00e0 c\u00f4t\u00e9 de l&#8217;essentiel&#8221;.<\/p>\n<cite>PDG de Gucci, Marco Bizzarri<\/cite><\/blockquote>\n\n\n\n<p>L&#8217;opportunit\u00e9 est de s&#8217;engager avec les clients d&#8217;une mani\u00e8re beaucoup plus intime, en leur permettant de cr\u00e9er leurs propres exp\u00e9riences de consommation en leur fournissant tous les outils dont ils ont besoin pour le faire &#8211; et, comme tout CMO digne de ce nom le sait, de prendre des notes en les observant.<\/p>\n\n\n\n<p><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Sarah-Thomas.png?w=500&amp;quality=90\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Sarah-Thomas.png?w=500&amp;quality=90 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Sarah-Thomas.png?w=1000&amp;quality=90 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h4>Sarah Thomas<\/h4><h5 class=\"box-position\">Group Chief Marketing Officer, Executive Vice President<br>Capgemini<\/h5><ul class=\"social-nav\" id=\"social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"https:\/\/www.linkedin.com\/in\/drsarahthomas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Alex-Smith-Bingham.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Alex-Smith-Bingham.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Alex-Smith-Bingham.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Alex Smith-Bingham<\/h3><p class=\"box-position\">Executive Vice President, Group Offer Lead for Customer Experience<br>frog, part of Capgemini Invent<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"http:\/\/uk.linkedin.com\/pub\/alex-smith-bingham\/0\/927\/b44\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Dr.-Thomas-Dmoch.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Dr.-Thomas-Dmoch.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Dr.-Thomas-Dmoch.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Dr. Thomas Dmoch<\/h3><p class=\"box-position\">Global Offer Lead Connected Marketing; Head of Marketing Consulting<br>Capgemini Invent<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"https:\/\/de.linkedin.com\/in\/thomas-dmoch-121423\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/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<p><a href=\"https:\/\/www.architectmagazine.com\/technology\/ikea-launches-augmented-reality-application\">[1]<\/a>&nbsp;Architect Magazine, \u201cIKEA launches Augmented Reality application,\u201d September 21, 2017.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.wired.co.uk\/article\/ikea-studio-ar-app\" target=\"_blank\" rel=\"noreferrer noopener\">[2]<\/a>&nbsp;Wired, \u201cIKEA\u2019s Revamped AR App Lets You Design Entire Rooms,\u201d April 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/newzoo.com\/custom-consumer-research\" target=\"_blank\" rel=\"noreferrer noopener\">[3]<\/a>&nbsp;Newzoo,&nbsp;<em>Gamer Consumer Research Study 2021<\/em>.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref4\" target=\"_blank\" rel=\"noreferrer noopener\">[4]<\/a>&nbsp;CGS, \u201cGen Z leads changing consumer shopping habits, motivations,\u201d August 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.wsj.com\/articles\/metaverse-fashion-week-draws-big-brands-startups-11648166916\" target=\"_blank\" rel=\"noreferrer noopener\">[5]<\/a>&nbsp;The Wall Street Journal, \u201cMetaverse fashion week draws big brands, start-ups,\u201d March 24, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.hyundai.com\/worldwide\/en\/company\/newsroom\/hyundai-motor-vitalizes-future-mobility-in-roblox-metaverse-space%252C-hyundai-mobility-adventure-0000016713\" target=\"_blank\" rel=\"noreferrer noopener\">[6]<\/a>&nbsp;Hyundai, \u201cHyundai motor vitalizes future mobility in Roblox metaverse space, Hyundai Mobility Adventure,\u201d September 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.matthewball.vc\/all\/metaversepayments\" target=\"_blank\" rel=\"noreferrer noopener\">[7]<\/a>&nbsp;MatthewBall.vc, \u201cPayments, payment rails, and blockchains, and the metaverse,\u201d June 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.statista.com\/statistics\/274132\/forecast-of-us-social-gaming-goods\/\" target=\"_blank\" rel=\"noreferrer noopener\">[8]<\/a>&nbsp;Statista, \u201cFrequency of purchasing virtual or digital goods among gamers in the United States as of April 2021.\u201d<\/p>\n\n\n\n<p><a href=\"https:\/\/www.obsessar.com\/metaverse-consumer-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">[9]<\/a>&nbsp;Obsessar, \u201cThe metaverse mindset: Consumer shopping insights.\u201d&nbsp;https:\/\/obsessar.com\/metaverse-consumer-survey\/&nbsp;accessed on March 25, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref10\" target=\"_blank\" rel=\"noreferrer noopener\">[<\/a><a href=\"https:\/\/arstechnica.com\/gaming\/2022\/03\/even-in-the-metaverse-you-cant-escape-the-taxman\/\" target=\"_blank\" rel=\"noreferrer noopener\">10<\/a><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-sarah-thomas-alex-smith-bingham-and-thomas-dmoch\/#_ftnref10\" target=\"_blank\" rel=\"noreferrer noopener\">]<\/a>&nbsp;Ars Technica, \u201cEven in the metaverse, you can\u2019t escape the taxman,\u201d March 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ft.com\/content\/ed66a2a0-dfe6-41e9-9d09-64b71acc5e50\">[<\/a><a href=\"https:\/\/www.ft.com\/content\/ed66a2a0-dfe6-41e9-9d09-64b71acc5e50\" target=\"_blank\" rel=\"noreferrer noopener\">11]<\/a>&nbsp;<em>FT<\/em>, \u201cRetailers seek real-world profits in the metaverse,\u201d February 23, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.businesswire.com\/news\/home\/20220324005260\/en\/Tokens.com-Partners-with-Forever-21-for-Metaverse-Storefront\" target=\"_blank\" rel=\"noreferrer noopener\">[12]<\/a>&nbsp;Business Wire, \u201cTokens.com partners with Forever 21 for metaverse storefront,\u201d March 24, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2022\/03\/22\/nearly-7-million-people-have-visited-nike-s-metaverse-store\">[13]<\/a>&nbsp;The Drum, \u201cNearly 7 million people have visited Nike\u2019s metaverse store,\u201d March 22, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/enterprise.press\/stories\/2022\/02\/28\/fancy-shopping-in-the-metaverse-forever21-and-nike-have-you-covered-65978\/\" target=\"_blank\" rel=\"noreferrer noopener\">[14]<\/a>&nbsp;OI Canadian, \u201cMetaverse: the Nike and Forever 21 method to earn real money in the virtual world,\u201d February 15, 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/next.reality.news\/news\/bmw-opens-augmented-reality-showroom-for-plug-hybrids-web-via-8th-wall-0384551\/\" target=\"_blank\" rel=\"noreferrer noopener\">[15]<\/a>&nbsp;Next Reality, \u201cBMW opens augmented reality showroom for plug-in hybrids on the web via 8th Wall,\u201d April 2022.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.harpersbazaar.com\/uk\/beauty\/make-up-nails\/g32470461\/best-virtual-makeover-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">[16]<\/a>&nbsp;Harper\u2019s Bazaar, \u201cThe 7 best virtual makeover tools,\u201d February 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/aite-novarica.com\/blogs\/aite-novarica-media\/rise-augmented-reality-insurance\" target=\"_blank\" rel=\"noreferrer noopener\">[17]<\/a>&nbsp;Aite Novarica, \u201cThe rise of Augmented Reality in insurance,\u201d February 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.the-digital-insurer.com\/dia\/convrse-a-virtual-reality-enabled-customer-service-platform-by-pnb-metlife\/\" target=\"_blank\" rel=\"noreferrer noopener\">[18]<\/a>&nbsp;The Digital Insurer, \u201cconVRse \u2013 A Virtual Reality enabled customer service platform by PNB Metlife,\u201d May 2017.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.edelman.com\/news-awards\/only-one-third-of-consumers-trust-most-of-the-brands-they-buy\" target=\"_blank\" rel=\"noreferrer noopener\">[19]<\/a>&nbsp;Edelman, \u201cOnly one-third of consumers trust most of the brands they buy,\u201d June 2019.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/it-it\/resources\/loyalty-deciphered-how-emotions-drive-genuine-engagement\/#:~:text=Our%20research%20shows%20that%20emotions,more%20about%20driving%20emotional%20engagement.\" target=\"_blank\" rel=\"noreferrer noopener\">[20]<\/a>&nbsp;Capgemini Research Institute, \u201cLoyalty deciphered: How emotions drive genuine engagement,\u201d December 2017.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2021\/09\/01\/vans-channels-metaverse-trend-build-skateboarding-world-roblox\" target=\"_blank\" rel=\"noreferrer noopener\">[21]<\/a>&nbsp;The Drum, \u201cVans channels metaverse trend to build skateboarding world in Roblox,\u201d September 21, 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2019\/11\/28\/how-wendy-s-and-vmlyr-reached-the-adblock-generation-smashing-freezers-fortnite#:~:text=The%20results,by%20119%25%20across%20social%20platforms.\" target=\"_blank\" rel=\"noreferrer noopener\">[22]<\/a>&nbsp;The Drum, \u201cHow Wendy\u2019s and VMLY&amp;R reached the adblock generation by smashing freezers in Fortnite,\u201d November 2019.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.voguebusiness.com\/technology\/gucci-ceo-bizzarri-talks-metaverse-strategy-and-why-its-already-a-very-real-place-for-us\" target=\"_blank\" rel=\"noreferrer noopener\">[23]<\/a>&nbsp;Vogue Business, \u201cGucci CEO Bizzarri talks metaverse strategy and why it\u2019s \u2018already a real place for us,\u2019 \u201d March 28, 2022.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Cr\u00e9er de nouveaux mondes pour le client. Perspective de Capgemini : Sarah Thomas, Alex Smith-Bingham et Thomas Dmoch.<\/p>\n","protected":false},"author":251,"featured_media":681794,"template":"","meta":{"cg_dt_proposed_to":[21],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"33e56ea9-4836-4793-b390-b13bf7709f3a\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"70077003-2dff-401f-adce-3e1eb17b0e3f\",\"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":""},"tags":[193],"research-and-insight-type":[42],"theme":[],"brand":[368],"service":[45],"industry":[],"partners":[],"content-group":[],"class_list":["post-681854","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-customer-experience","research-and-insight-type-conversations-for-tomorrow","brand-capgemini-research-institute","service-customer-experience-customer-first"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Perspective de Capgemini : Les consommateurs sont impr\u00e9gn\u00e9s de nouvelles technologies - mais les CMOs sont-ils d\u00e9pass\u00e9s ? - Capgemini France<\/title>\n<meta name=\"description\" content=\"Cr\u00e9er de nouveaux mondes pour le client. 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