{"id":54116,"date":"2021-04-14T09:18:48","date_gmt":"2021-04-14T07:18:48","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=54116"},"modified":"2026-10-21T11:56:06","modified_gmt":"2026-10-21T09:56:06","slug":"iligo-et-marketingscan-demultiplient-les-possibilites-de-tests-de-pack-en-ligne-grace-aux-donnees-transactionnelles","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/iligo-et-marketingscan-demultiplient-les-possibilites-de-tests-de-pack-en-ligne-grace-aux-donnees-transactionnelles\/","title":{"rendered":"iligo et MarketingScan d\u00e9multiplient les possibilit\u00e9s de tests de Pack en ligne gr\u00e2ce aux donn\u00e9es transactionnelles"},"content":{"rendered":"<h4>Pack Impact Online, <u>outil agile<\/u> aidant les marques \u00e0 identifier la piste de packaging la plus impactante aupr\u00e8s <u>des v\u00e9ritables acheteurs de la marque ou la cat\u00e9gorie permet d\u00e9sormais de s\u2019affranchir des limites des taux de p\u00e9n\u00e9tration des marques\/produits.<\/u><\/h4>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Pour prolonger les succ\u00e8s des protocoles Pack Impact (en point de vente ou online), MarketingScan, soci\u00e9t\u00e9 d\u2019\u00e9tudes experte du \u00ab&nbsp;product testing&nbsp;\u00bb, et iligo, agence sp\u00e9cialis\u00e9e dans l\u2019\u00e9tude des comportements shoppers continuent d\u2019innover et offrent la possibilit\u00e9 d\u2019interroger des acheteurs av\u00e9r\u00e9s d\u2019une marque \u00e0 faible taux de p\u00e9n\u00e9tration, d\u2019une r\u00e9f\u00e9rence sp\u00e9cifique ou de la toute derni\u00e8re innovation.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Ces acheteurs av\u00e9r\u00e9s sont s\u00e9lectionn\u00e9s par MarketingScan \u00e0 partir de leur comportement d\u2019achat r\u00e9el scann\u00e9 au moment de leur passage en caisse parmi plusieurs millions de porteurs de carte de fid\u00e9lit\u00e9.&nbsp;<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>L\u2018outil Pack Impact Online permet de <strong>mesurer et comparer l\u2019efficacit\u00e9 de plusieurs pistes de packaging<\/strong> et de d\u00e9finir la meilleure option \u00e0 privil\u00e9gier selon les <strong>acheteurs av\u00e9r\u00e9s de la marque ou de la cat\u00e9gorie, ce qui en fait sa vraie force et diff\u00e9renciation.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>L\u2018outil Pack Impact Online permet ainsi aux marques de s\u2019adresser avec certitude \u00e0 leur c\u0153ur de cible identifi\u00e9 de mani\u00e8re passive \u00e9vitant de fait les biais d\u2019un ciblage bas\u00e9 sur du d\u00e9claratif.<\/p>\n<p>&nbsp;<\/p>\n<p>Concr\u00e8tement, le protocole Pack Impact Online repose sur&nbsp;:<\/p>\n<ul>\n<li>Interrogation d\u2019acheteurs av\u00e9r\u00e9s de la marque, de marques concurrentes ou de la cat\u00e9gorie<\/li>\n<li>Plusieurs groupes d\u2019acheteurs sont form\u00e9s, chacun testant un packaging (actuel ou envisag\u00e9s). Ces groupes sont \u00e9videmment similaires en termes socio d\u00e9mographiques et de comportements d\u2019achat pour assurer une parfaite comparabilit\u00e9.<\/li>\n<li>Les groupes d\u2019acheteurs sont alors confront\u00e9s \u00e0 un v\u00e9ritable rayon de magasin dans lequel est ins\u00e9r\u00e9 le packaging \u00e0 \u00e9valuer (montage photo de haute qualit\u00e9 r\u00e9alis\u00e9 par une agence de web design). Le packaging est ensuite montr\u00e9 en gros plan.<\/li>\n<li>Apr\u00e8s exposition, les groupes d\u2019acheteurs r\u00e9pondent au m\u00eame questionnaire en ligne visant \u00e0 mesurer l\u2019efficacit\u00e9 de chaque pack&nbsp;: m\u00e9morisation, attractivit\u00e9 visuelle, compr\u00e9hension, diff\u00e9renciation, incitation \u00e0 l\u2019achat \u2026<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Le protocole Pack Impact Online est une solution efficace et appr\u00e9ci\u00e9e des clients. Pour preuve, le t\u00e9moignage de la marque St Michel&nbsp;:<\/p>\n<blockquote><p>\u00ab&nbsp;Dans le cadre d\u2019un changement de packaging pour une marque majeure de notre portefeuille, nous h\u00e9sitions entre plusieurs hypoth\u00e8ses de design et nous avions besoin de fonder notre d\u00e9cision \u00e0 partir de l\u2019avis des shoppers.&nbsp;L\u2019\u00e9tude Pack Impact Online propos\u00e9e par MarketingScan et iligo permet de mesurer tr\u00e8s pr\u00e9cis\u00e9ment l\u2019\u00e9mergence, la m\u00e9morisation, l\u2019attractivit\u00e9, l\u2019agr\u00e9ment, la compr\u00e9hension, l\u2019image et l\u2019intention d\u2019achat de chaque alternative compar\u00e9e au pack actuel.&nbsp;L\u2019avantage de l\u2019approche r\u00e9side dans la possibilit\u00e9 unique d\u2019interroger de v\u00e9ritables acheteurs de la cat\u00e9gorie ou de notre marque identifi\u00e9e \u00e0 partir de leur comportement d\u2019achat r\u00e9el scann\u00e9 au moment de leur passage en caisse. Nous avons \u00e9galement \u00e9t\u00e9 s\u00e9duits par le volet immersion de nos visuels de pack \u00e0 l\u2019int\u00e9rieur d\u2019un rayon gr\u00e2ce \u00e0 l\u2019incrustation tr\u00e8s r\u00e9aliste r\u00e9alis\u00e9e \u00e0 partir de photos prises en magasin.&nbsp;Au final, le rendu est fluide, rapide et les r\u00e9sultats de l\u2019\u00e9tude nous ont permis de statuer en toutes connaissance de cause sur le design de pack le plus adapt\u00e9 aux acheteurs du pack actuel. \u00bb<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h4>Outil Pack Impact Online&nbsp;: la souplesse d\u2019une \u00e9tude en ligne conjugu\u00e9e \u00e0 la fiabilit\u00e9 d\u2019une enqu\u00eate r\u00e9alis\u00e9e aupr\u00e8s d\u2019une cible d\u2019acheteurs av\u00e9r\u00e9s, sans contrainte de taux de p\u00e9n\u00e9tration de la marque\/du produit !<\/h4>\n<p>&nbsp;<\/p>\n<p>La m\u00e9thodologie Pack Impact Online a <strong>5 b\u00e9n\u00e9fices majeurs&nbsp;: <\/strong><\/p>\n<ul>\n<li><strong>Son ciblage, <\/strong>alliant pr\u00e9cision (achats r\u00e9els) et puissance des donn\u00e9es transactionnelles issues de plusieurs millions de porteurs de carte de fid\u00e9lit\u00e9.<\/li>\n<li><strong>Sa solution online<\/strong>, qui permet de pallier certaines difficult\u00e9s de la r\u00e9alisation en magasin et d\u2019\u00e9viter \u00e0 la marque de devoir disposer de prototypes physiques.<\/li>\n<li><strong>La qualit\u00e9 de son montage photo <\/strong>r\u00e9alis\u00e9 par une agence de web design afin de parfaitement int\u00e9grer les prototypes \u00e0 une vraie photo d\u2019un lin\u00e9aire de magasin.<\/li>\n<li><strong>Son tarif <\/strong>unique quelle que soit le taux de p\u00e9n\u00e9tration de la marque\/ du produit et donc l\u2019incidence de la cible \u00e0 interroger (forte ou faible p\u00e9n\u00e9tration de la marque), permettant des lectures sur cibles impossibles en magasins r\u00e9els ou simul\u00e9s<\/li>\n<li>Des recommandations solides sur la ou les pistes \u00e0 privil\u00e9gier, obtenues <strong>en 2 semaines<\/strong>.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Vous \u00eates int\u00e9ress\u00e9(e) par la solution Pack Impact Online ? N\u2019h\u00e9sitez pas \u00e0 nous contacter&nbsp;:<\/p>\n<p><strong>C\u00e9line Pasquier \u2013 iligo &#8211; <\/strong>&nbsp;<a href=\"mailto:celine.pasquier@iligo.fr\">celine.pasquier@iligo.fr<\/a><\/p>\n<p><strong>Fabien Vital \u2013 MarketingScan &#8211; <\/strong><a href=\"mailto:fabienvital@marketingscan.com\">fabienvital@marketingscan.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Pack Impact Online, outil agile aidant les marques \u00e0 identifier la piste de packaging la plus impactante aupr\u00e8s des v\u00e9ritables acheteurs de la marque ou la cat\u00e9gorie<\/p>","protected":false},"author":2,"featured_media":54117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,400],"tags":[],"class_list":["post-54116","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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