{"id":242188,"date":"2016-05-26T00:00:00","date_gmt":"2016-05-25T23:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/sustainability-drives-sales\/"},"modified":"2021-11-05T18:31:23","modified_gmt":"2021-11-05T18:31:23","slug":"sustainability-drives-sales","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/fr\/sustainability-drives-sales\/","title":{"rendered":"Le d\u00e9veloppement durable stimule les ventes"},"content":{"rendered":"

Le d\u00e9veloppement durable g\u00e9n\u00e8re jusqu'\u00e0 13 % des ventes en termes de contenu explicatif. C'est ce que confirme une nouvelle \u00e9tude men\u00e9e par R\u00e9putation de l'entreprise Serviceplan<\/a> agence de communication en collaboration avec Biesalski & Company<\/a> conseil en gestion. Pro Carton s'est entretenu avec Joachim Sch\u00f6pfer, de Serviceplan, sur l'importance de l'emballage.<\/strong><\/p>\n

Plus de 8 100 acheteurs et clients de 104 entreprises couvrant 16 secteurs industriels ont \u00e9t\u00e9 interrog\u00e9s pour cette \u00e9tude. L'objectif \u00e9tait de montrer comment les marques peuvent accro\u00eetre leur valeur par le biais de la durabilit\u00e9 en apportant une contribution visible \u00e0 la satisfaction de besoins id\u00e9alistes - en d'autres termes, dans la mani\u00e8re dont elles sont per\u00e7ues par les clients.<\/p>\n

La r\u00e9putation fait la diff\u00e9rence<\/span>
\n\"Dans notre \u00e9tude, nous avons pu confirmer que la r\u00e9putation est un facteur d\u00e9cisif sur les march\u00e9s satur\u00e9s et indiff\u00e9renci\u00e9s\", explique Joachim Sch\u00f6pfer, de Serviceplan. \"Si les offres de produits deviennent plus similaires et interchangeables, c'est alors la r\u00e9putation qui assume le r\u00f4le de valeur ajout\u00e9e d'une marque : elle permet de s'orienter et de cr\u00e9er la confiance.\"<\/p>\n

La quantification de l'effet financier de la durabilit\u00e9 repose sur le principe de la comparaison entre la durabilit\u00e9 per\u00e7ue d'une entreprise et le comportement d'achat du point de vue du consommateur. Cela permet de r\u00e9pondre \u00e0 la question suivante : une plus grande disposition \u00e0 acheter ou une plus grande intensit\u00e9 d'achat li\u00e9e aux offres d'une entreprise peuvent-elles s'expliquer par le fait que les consommateurs per\u00e7oivent l'entreprise comme \u00e9tant plus \"orient\u00e9e vers la durabilit\u00e9\" ?<\/p>\n

 <\/p>\n

\"Classement_fr\"<\/p>\n

\u00a9 2016 Serviceplan \/ Biesalski & Company<\/p>\n

 <\/p>\n

Plus de ventes gr\u00e2ce \u00e0 la durabilit\u00e9<\/span>
\nAlexander Biesalski : \"L'\u00e9tude montre qu'une image de durabilit\u00e9 contribue d\u00e9j\u00e0 de mani\u00e8re significative aux ventes dans de nombreux secteurs d'activit\u00e9 et entreprises. Mais elle montre aussi qu'il y a encore beaucoup de retard \u00e0 rattraper et que tout le potentiel est loin d'avoir \u00e9t\u00e9 atteint.\"<\/p>\n

L'une des principales conclusions de l'\u00e9tude est que les ventes g\u00e9n\u00e9r\u00e9es par la durabilit\u00e9 sont toujours additives. Une durabilit\u00e9 per\u00e7ue positivement n'est donc pas obtenue au d\u00e9triment d'autre chose, mais cr\u00e9e toujours des ventes suppl\u00e9mentaires. Et c'est ce qui rend ce facteur de diff\u00e9renciation tr\u00e8s int\u00e9ressant.<\/p>\n

La cr\u00e9dibilit\u00e9 compte<\/span>
\nL'\u00e9tude d\u00e9termine \u00e9galement de mani\u00e8re tr\u00e8s d\u00e9taill\u00e9e ce que les consommateurs comprennent par le terme \"durabilit\u00e9\". Gr\u00e2ce \u00e0 l'analyse factorielle, les d\u00e9clarations des r\u00e9pondants ont \u00e9t\u00e9 regroup\u00e9es autour de th\u00e8mes. Le r\u00e9sultat du graphique est donc davantage une \"carte de la durabilit\u00e9\" dans la t\u00eate des consommateurs qu'une simple liste de questions pos\u00e9es.<\/p>\n

Il a \u00e9galement \u00e9t\u00e9 d\u00e9montr\u00e9 que le seuil de r\u00e9ussite du marketing durable est relativement bas. Les consommateurs n'attendent pas la marque durable parfaite ou l'entreprise durable parfaite. Cependant, il doit \u00eatre clair que l'entreprise est sur la bonne voie et cela doit \u00eatre communiqu\u00e9 de mani\u00e8re cr\u00e9dible.<\/p>\n

Le r\u00f4le de l'emballage<\/span>
\nCela passe \u00e9galement par un emballage harmonieux. \"\u00c0 mon avis, l'emballage joue un r\u00f4le majeur, mais cette fonction doit \u00eatre communiqu\u00e9e\", d\u00e9clare Joachim Sch\u00f6pfer. \"Avec l'un de nos clients, nous avons pu constater que son emballage \u00e9tait per\u00e7u comme \u00e9tant nettement meilleur qu'avant gr\u00e2ce \u00e0 la communication.\"<\/p>\n

L'emballage est un sujet tr\u00e8s critique car il doit \u00eatre \u00e9limin\u00e9 t\u00f4t ou tard. \"Dans la perception du client, un emballage vert est toujours per\u00e7u comme \u00e9tant compostable. Et le carton, en raison de sa mati\u00e8re premi\u00e8re naturelle, est le mat\u00e9riau qui r\u00e9pond le mieux \u00e0 cette perception. Si quelque chose peut \u00eatre renvoy\u00e9 dans un cycle naturel, alors cela favorise un meilleur sentiment.\"<\/p>\n

Conclusion : si les clients sont inform\u00e9s de mani\u00e8re appropri\u00e9e sur les progr\u00e8s accomplis - quels mat\u00e9riaux sont utilis\u00e9s et pourquoi, ainsi que sur le fait que les emballages sont devenus beaucoup plus respectueux de l'environnement -, cela constitue un moyen tr\u00e8s efficace de se distinguer par la marque. \"Des avantages concurrentiels concrets par rapport \u00e0 la concurrence sont ici possibles. Dans de nombreux secteurs, les \u00e9normes possibilit\u00e9s de l'emballage et de la communication correspondante n'ont pas encore \u00e9t\u00e9 reconnues. Il serait certainement utile de r\u00e9fl\u00e9chir au r\u00f4le de l'emballage dans le cadre d'un concept global.\"<\/p>\n

Source :<\/em>
\nInterview : Joachim Sch\u00f6pfer, Plan de service<\/a><\/em>
\n\u00c9tude : www.serviceplan.com\/de\/presse-detail\/sustainability-value-score.html<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Le d\u00e9veloppement durable g\u00e9n\u00e8re jusqu'\u00e0 13 % des ventes en termes de contenu explicatif. C'est ce que confirme une nouvelle \u00e9tude men\u00e9e par l'agence de communication Serviceplan Corporate Reputation.<\/p>","protected":false},"author":1,"featured_media":242190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[44,52],"tags":[51],"class_list":["post-242188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","category-sustainability","tag-studies"],"yoast_head":"\nSustainability drives sales - Pro Carton<\/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.procarton.com\/fr\/sustainability-drives-sales\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability drives sales - Pro Carton\" \/>\n<meta property=\"og:description\" content=\"Sustainability generates up to 13 per cent of sales in terms of explanatory content. 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