{"id":46966,"date":"2024-05-16T21:18:00","date_gmt":"2024-05-16T21:18:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/commerce-experience-episode-79"},"modified":"2024-08-05T08:13:18","modified_gmt":"2024-08-05T08:13:18","slug":"commerce-experience-episode-79","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/fr\/bibliotheque\/podcasts\/commerce-experience-episode-79","title":{"rendered":"\u00c9pisode 79 : Utiliser l&rsquo;approche de Hershey pour r\u00e9ussir dans le commerce digital"},"content":{"rendered":"<p>Les \u00e9quipes marketing fonctionnent \u00e0 cent \u00e0 l&rsquo;heure, mais celles qui gagnent ont un point commun : un travail d&rsquo;\u00e9quipe imp\u00e9n\u00e9trable et une approche centr\u00e9e sur le client, qui se concentre sur la cr\u00e9ation d&rsquo;exp\u00e9riences d&rsquo;achat qui ont du sens pour lui. Ce d\u00e9vouement in\u00e9branlable \u00e0 la compr\u00e9hension et \u00e0 la satisfaction des besoins en constante \u00e9volution de leurs clients ouvre la voie \u00e0 des strat\u00e9gies r\u00e9volutionnaires et \u00e0 un succ\u00e8s commercial in\u00e9gal\u00e9.<\/p>\n<p>Aujourd&rsquo;hui, Elena s&rsquo;entretient avec <a href=\"https:\/\/www.linkedin.com\/in\/mark-frenette-56257832\/\" target=\"_blank\" rel=\"noopener\">Mark Frenette<\/a>, responsable du commerce digital B2B chez <a href=\"https:\/\/www.linkedin.com\/company\/the-hershey-company\/\" target=\"_blank\" rel=\"noopener\">Hershey<\/a>, pour discuter de la transformation digitale B2B, des comparaisons B2C qui affectent le B2B, et de la puissance de la coh\u00e9rence cr\u00e9ative et de la strat\u00e9gie digitale. Mark partage sa vaste sagesse en mati\u00e8re de marketing et souligne la n\u00e9cessit\u00e9 de d\u00e9passer les limites pour atteindre un v\u00e9ritable succ\u00e8s.<\/p>\n<p>TLDR ;<\/p>\n<ul>\n<li aria-level=\"1\">Pourquoi les entreprises B2B sont souvent \u00e0 la tra\u00eene des entreprises B2C en mati\u00e8re de transformation num\u00e9rique malgr\u00e9 la n\u00e9cessit\u00e9 de r\u00e9pondre aux attentes des clients.<\/li>\n<li aria-level=\"1\">\u00ab\u00a0La coh\u00e9rence, la patience et la cr\u00e9ativit\u00e9 comme valeurs fondamentales de la transformation num\u00e9rique B2B (et B2C) et pour surmonter les r\u00e9sistances internes que nous ressentons en tant qu&rsquo;\u00eatres humains.<\/li>\n<li aria-level=\"1\">L&rsquo;importance d&rsquo;aligner la technologie sur votre strat\u00e9gie et vos objectifs en tant qu&rsquo;organisation<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Les \u00e9quipes marketing fonctionnent \u00e0 cent \u00e0 l&rsquo;heure, mais celles qui gagnent ont un point commun : un travail d&rsquo;\u00e9quipe imp\u00e9n\u00e9trable et une approche centr\u00e9e sur le client, qui se concentre sur la cr\u00e9ation d&rsquo;exp\u00e9riences d&rsquo;achat qui ont du sens pour lui. Ce d\u00e9vouement in\u00e9branlable \u00e0 la compr\u00e9hension et \u00e0 la satisfaction des besoins en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35460,"template":"","ew-regions":[],"ew-solutions":[],"library_type":[809],"library_blog_tag":[],"industry":[],"channel":[],"topic":[688],"class_list":["post-46966","library","type-library","status-publish","has-post-thumbnail","hentry","library_type-podcasts","topic-commerce-experience"],"acf":{"library_blog_banner_content":"","library_blog_banner_cta1_text":"","library_blog_banner_cta1_href":"","library_blog_banner_cta1_new_tab":false,"library_blog_banner_cta2_text":"","library_blog_banner_cta2_href":"","library_blog_banner_cta2_new_tab":false,"library_blog_banner_bg_color":"#EAF7FE","library_blog_banner_cta_text_color":"#FFF","library_blog_banner_cta_bg_color":"#019ACE","library_blog_banner_cta2_text_color":"#000","library_blog_banner_cta2_bg_color":"#FFF","library_blog_chatgpt_content":"","library_blog_chatgpt_cta_href":"","library_blog_chatgpt_cta_text":"Ask ChatGPT"},"_links":{"self":[{"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library\/46966","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library"}],"about":[{"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/types\/library"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library\/46966\/revisions"}],"predecessor-version":[{"id":46976,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library\/46966\/revisions\/46976"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/media\/35460"}],"wp:attachment":[{"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/media?parent=46966"}],"wp:term":[{"taxonomy":"ew_regions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/ew-regions?post=46966"},{"taxonomy":"ew_solutions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/ew-solutions?post=46966"},{"taxonomy":"library_type","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library_type?post=46966"},{"taxonomy":"library_blog_tag","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/library_blog_tag?post=46966"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/industry?post=46966"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/channel?post=46966"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/www.bloomreach.com\/fr\/wp-json\/wp\/v2\/topic?post=46966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}