{"id":111664,"date":"2019-03-30T20:00:00","date_gmt":"2019-03-31T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/instagram-annonce-un-pas-en-avant-significatif-vers-le-futur-du-shopping\/"},"modified":"2024-12-31T05:37:49","modified_gmt":"2024-12-31T10:37:49","slug":"instagram-annonce-un-pas-en-avant-significatif-vers-le-futur-du-shopping","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/instagram-annonce-un-pas-en-avant-significatif-vers-le-futur-du-shopping\/","title":{"rendered":"Instagram annonce un pas en avant significatif vers le futur du shopping"},"content":{"rendered":"<p>Instagram a annonc\u00e9 le 19 mars 2019 une nouvelle fonctionnalit\u00e9 qui permet aux utilisateurs d\u2019acheter directement les produits qu\u2019ils d\u00e9couvrent sur l\u2019application. Les utilisateurs am\u00e9ricains pourront donc acheter des produits de plus de 20 marques diff\u00e9rentes (dont Zara, H&amp;M, Outdoor Voices and Uniqlo) directement via Instagram. Avec le syst\u00e8me de paiement int\u00e9gr\u00e9, Instagram permettra aux utilisateurs de pouvoir faire leurs achats sans avoir \u00e0 lancer un navigateur, et sans devoir remplir leurs informations personnelles plusieurs fois.<\/p>\n<p>Ces derni\u00e8res annonces s\u2019inscrivent dans la lign\u00e9e des annonces de l\u2019ann\u00e9e derni\u00e8re qui visaient \u00e0 faciliter les achats sur instagram (les stickers de produits dans les stories, l\u2019identification des produits sur les descriptions, et les lieux de \u00ab shopping \u00bb dans l\u2019onglet explore).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-39540 aligncenter\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Instagram-shopping-update-1.jpg\" alt=\"Screenshots of Instagram's new in-app shopping feature.\" width=\"860\" height=\"430\" \/><\/p>\n<h2>Une \u00e9volution probable de l\u2019univers du shopping sur mobile<\/h2>\n<p>Il est clair qu\u2019Instagram pense que le shopping en ligne repr\u00e9sente une opportunit\u00e9 d\u2019affaires immense. D\u2019apr\u00e8s <a href=\"https:\/\/www.recode.net\/2019\/3\/19\/18271705\/instagram-shopping-retail-direct-checkout-commerce\" target=\"_blank\" rel=\"noopener\">Ashley Yuki<\/a>, directeur produit chez Instagram, 130 millions de personnes regardent chaque mois les identifications produits sur l\u2019application, contre 90 millions en septembre 2018. <a href=\"https:\/\/www.theverge.com\/2018\/9\/4\/17819766\/instagram-shopping-app-e-commerce\" target=\"_blank\" rel=\"noopener\">The Verge<\/a> a aussi rapport\u00e9 l\u2019an dernier que la soci\u00e9t\u00e9 instagram \u00e9t\u00e9 en train de cr\u00e9er une nouvelle application ind\u00e9pendante qui sera sp\u00e9cialis\u00e9e sur le shopping.<\/p>\n<p>Le paiement direct a le potentiel de faire baisser drastiquement les frictions de l\u2019exp\u00e9rience shopping sur mobile, et de diminuer le temps n\u00e9cessaire \u00e0 l\u2019achat. Depuis que les utilisateurs ont la possibilit\u00e9 de stocker leurs cartes de cr\u00e9dit et leurs adresses de livraison sur l\u2019application, le processus d\u2019achat ne se fera qu\u2019en quelques \u00ab taps \u00bb. Moins il y a d\u2019\u00e9tapes n\u00e9cessaires \u00e0 l\u2019achat, plus les utilisateurs seront tent\u00e9s d\u2019achever le process d\u2019achat.<\/p>\n<p>En tant que sp\u00e9cialistes du marketing nous avons besoin de r\u00e9fl\u00e9chir au parcours de l\u2019acheteur, et d\u2019identifier le r\u00f4le de chaque partie prenante du digital mix. Nous ne sommes plus en mani\u00e8re de totalement contr\u00f4ler le parcours de l\u2019acheteur, et nous avons donc besoin de rencontrer ces acheteurs o\u00f9 ils sont ainsi que de suivre leur \u00e9volution de parcours.<\/p>\n<h2>Quels impacts sur les marques et les annonceurs<\/h2>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d068ec9ce12'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d068ec9ce12');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '94901490-bbd4-411e-b605-43504b151185';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/94901490-bbd4-411e-b605-43504b151185', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '94901490-bbd4-411e-b605-43504b151185'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>La fonctionnalit\u00e9 de paiement pourrait impacter les ventes des petits vendeurs et des marques ind\u00e9pendantes sur le long terme, mais pour l\u2019instant, la mise \u00e0 jour semble viser les entreprises d\u00e9j\u00e0 \u00e9tablies. Adidas, Nike, Burberry et Prada sont quelques marques qui pourront utiliser la fonctionnalit\u00e9 de paiement.<\/p>\n<p>Il est important de souligner que cette fonctionnalit\u00e9 sera seulement disponible aux USA, et seulement pour les posts organiques, donc indisponible pour les publicit\u00e9s. Les vendeurs au d\u00e9tail vont devoir changer leur strat\u00e9gie organique et vont devoir commencer \u00e0 penser \u00e0 leur contenu en termes d&#8217;influence sur la prise de d\u00e9cision, en plus d&#8217;inspirer et de diffuser la notori\u00e9t\u00e9 de la marque, car le chemin de l&#8217;achat sera beaucoup plus court avec le moyen de paiement int\u00e9gr\u00e9.<\/p>\n<p>Une fois que les publicit\u00e9s seront \u00e9quip\u00e9es du syst\u00e8me de paiement int\u00e9gr\u00e9, Instagram gagnera gros sur le long terme, surtout avec la r\u00e9cente rumeur comme quoi <a href=\"https:\/\/www.recode.net\/2018\/10\/9\/17938356\/facebook-instagram-future-revenue-growth-kevin-systrom\" target=\"_blank\" rel=\"noopener\">Facebook comptera bient\u00f4t sur Instagram pour la majorit\u00e9 de ses revenus publicitaires<\/a> (en mati\u00e8re de croissance des revenus publicitaires). Avec la possibilit\u00e9 de payer sans quitter l\u2019application, Instagram pourra collecter la donn\u00e9e des utilisateurs qui ach\u00e8tent, au lieu de ceux qui semblent juste int\u00e9ress\u00e9s \u00e0 l\u2019achat.<\/p>\n<p>Instagram se lance donc dans la course de la vente au d\u00e9tail de mani\u00e8re s\u00e9rieuse, nous serons donc en veille sur l\u2019\u00e9volution et l\u2019impact de la fonctionnalit\u00e9 au fur et \u00e0 mesure de son expansion.<\/p>\n<p>Pour plus de nouvelles sur les mises \u00e0 jour d\u2019Instagram, lisez les <a href=\"https:\/\/business.instagram.com\/blog\/new-to-instagram-shopping-checkout\" target=\"_blank\" rel=\"noopener\">annonces officielles<\/a>.<\/p>\n<p>Vous aimeriez savoir comment nous pouvons vous aider avec votre contenu et votre strat\u00e9gie sociale au fur et \u00e0 mesure que vous d\u00e9veloppez votre activit\u00e9 ? <a href=\"\/fr\/contactez-nous\/\">Contactez-nous<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Instagram a annonc\u00e9 le 19 mars 2019 une nouvelle fonctionnalit\u00e9 qui permet aux utilisateurs d\u2019acheter directement les produits qu\u2019ils d\u00e9couvrent sur l\u2019application. Les utilisateurs am\u00e9ricains pourront donc acheter des produits de plus de 20 marques diff\u00e9rentes (dont Zara, H&amp;M, Outdoor Voices and Uniqlo) directement via Instagram. Avec le syst\u00e8me de paiement int\u00e9gr\u00e9, Instagram permettra aux [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":111637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2905],"tags":[970,2546,2557,930,979,987],"class_list":["post-111664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-digital-marketing-5","tag-instagram-3","tag-retail-6","tag-social-media-3","tag-social-media-marketing-2","tag-strategy-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Instagram annonce un pas en avant significatif vers le futur du shopping | DAC<\/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.dacgroup.com\/fr\/perspectives\/blog\/strategy\/instagram-annonce-un-pas-en-avant-significatif-vers-le-futur-du-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Instagram annonce un pas en avant significatif vers le futur du shopping | DAC\" \/>\n<meta property=\"og:description\" content=\"Instagram a annonc\u00e9 le 19 mars 2019 une nouvelle fonctionnalit\u00e9 qui permet aux utilisateurs d\u2019acheter directement les produits qu\u2019ils d\u00e9couvrent sur l\u2019application. Les utilisateurs am\u00e9ricains pourront donc acheter des produits de plus de 20 marques diff\u00e9rentes (dont Zara, H&amp;M, Outdoor Voices and Uniqlo) directement via Instagram. Avec le syst\u00e8me de paiement int\u00e9gr\u00e9, Instagram permettra aux [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/instagram-annonce-un-pas-en-avant-significatif-vers-le-futur-du-shopping\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-31T01:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T10:37:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Instagram-Update-POV.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tzvi Grosman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\" \/>\n<meta name=\"twitter:creator\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:site\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tzvi Grosman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" 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