{"id":10406,"date":"2024-11-14T13:25:32","date_gmt":"2024-11-14T13:25:32","guid":{"rendered":"https:\/\/in-storemedia.com\/analyse-du-shopper-argentin-resultats-ose-2024\/"},"modified":"2024-11-14T14:59:44","modified_gmt":"2024-11-14T14:59:44","slug":"analyse-du-shopper-argentin-resultats-ose-2024","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/analyse-du-shopper-argentin-resultats-ose-2024\/","title":{"rendered":"Analyse du shopper argentin: R\u00e9sultats OSE 2024"},"content":{"rendered":"
Le 16 octobre, en collaboration avec la Chambre des Annonceurs d’Argentine, a eu lieu la pr\u00e9sentation de l\u2019Observatoire Shopper Experience (OSE) Argentine 2024. Cet \u00e9v\u00e9nement a r\u00e9uni 80 partenaires exclusifs, principalement issus du secteur de la grande consommation.<\/h5>\n

Principaux enseignements de l\u2019\u00e9tude<\/strong><\/h2>\n

Optimisme face \u00e0 la prudence dans les d\u00e9cisions d\u2019achat<\/strong><\/h3>\n

Bien que 68 % des personnes interrog\u00e9es consid\u00e8rent la situation \u00e9conomique actuelle comme \u00abmauvaise\u00bb, l\u2019\u00e9tude r\u00e9v\u00e8le un changement positif<\/strong> dans la perception: 60 % des shoppers argentins estiment que le pays va dans la bonne direction, et 40 % se montrent confiants quant \u00e0 une am\u00e9lioration au cours de l\u2019ann\u00e9e prochaine. Cependant, cet optimisme n\u2019a pas encore att\u00e9nu\u00e9 la prudence dans leurs d\u00e9cisions d\u2019achat: 100 % des r\u00e9pondants ont ajust\u00e9 leurs habitudes <\/strong>pour s\u2019adapter \u00e0 la situation \u00e9conomique, 69 %<\/strong> portant une attention particuli\u00e8re aux promotions en magasin et 45 %<\/strong> limitant les achats de plaisir.<\/p>\n

Pr\u00e9f\u00e9rence pour le lieu<\/span><\/span> physique et adaptabilit\u00e9 omnicanale<\/strong><\/h3>\n

93 % des shoppers argentins continuent de privil\u00e9gier les magasins comme lieu<\/span><\/span> d\u2019achat habituel<\/strong>, et la fr\u00e9quence des visites au supermarch\u00e9 a augment\u00e9 ces derni\u00e8res ann\u00e9es, confirmant ces lieux comme l\u2019espace d\u2019interaction pr\u00e9f\u00e9r\u00e9 des marques. En outre, l\u2019\u00e9tude souligne que 41 % des acheteurs argentins adoptent une approche mixte qui combine achats en ligne et en magasin<\/strong>, montrant ainsi leur volont\u00e9 d\u2019explorer diff\u00e9rentes options d\u2019achat selon leurs besoins.<\/p>\n

\"\"<\/p>\n

    \n
  • Tableau 1: Fr\u00e9quence d’achat<\/li>\n<\/ul>\n

    Le magasin comme support publicitaire influent<\/strong><\/h3>\n

    Le supermarch\u00e9 se confirme comme le support publicitaire le plus influent <\/strong>dans la d\u00e9cision d’achat et le changement de marque, avec 84 % des consommateurs d\u00e9cidant partiellement ou totalement de leurs achats sur le lieu de vente. Ce chiffre souligne l’importance de la communication en magasin pour capter l’attention des consommateurs au moment<\/strong> de la d\u00e9cision, \u00e0 travers des promotions et la disponibilit\u00e9 des produits en stock.<\/p>\n

    \"\"<\/p>\n

      \n
    • Tableau 2: Utilisation de la liste de courses<\/li>\n<\/ul>\n

      Augmentation de l\u2019int\u00e9r\u00eat pour la durabilit\u00e9 et la sant\u00e9<\/strong><\/h3>\n

      Bien que 60 % des consommateurs s\u2019efforcent de choisir des produits sains et 50 %<\/strong> soient pr\u00eats \u00e0 payer plus pour ceux-ci, la pr\u00e9f\u00e9rence pour les marques responsables sur le plan environnemental reste mod\u00e9r\u00e9e<\/strong>. Cela repr\u00e9sente une opportunit\u00e9 pour les marques, \u00e0 condition qu\u2019elles r\u00e9ussissent \u00e0 lier durabilit\u00e9 et valeur tangible et accessible pour le consommateur.<\/p>\n

      R\u00e9flexions sur le shopper argentin<\/strong><\/h2>\n

      Les r\u00e9sultats de l\u2019OSE Argentine 2024 montrent un consommateur conscient des d\u00e9fis socio-\u00e9conomiques, mais optimiste pour l\u2019avenir. Bien qu’ils soient prudents, les consommateurs argentins appr\u00e9cient l\u2019opportunit\u00e9 de r\u00e9aliser des \u00e9conomies en magasin et maintiennent leurs visites en magasin comme lieu<\/span><\/span> principal. Le retail media<\/strong> reste un levier cl\u00e9 pour impacter un march\u00e9 en transformation, en connectant les marques \u00e0 un consommateur pr\u00eat \u00e0 s\u2019adapter \u00e0 de nouvelles options d\u2019achat.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Le 16 octobre, en collaboration avec la Chambre des Annonceurs d’Argentine, a eu lieu la pr\u00e9sentation de l\u2019Observatoire Shopper Experience (OSE) Argentine 2024. Cet \u00e9v\u00e9nement a r\u00e9uni 80 partenaires exclusifs,…<\/p>\n","protected":false},"author":3,"featured_media":10385,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[81,79,80],"class_list":{"0":"post-10406","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tendances-et-insights","8":"tag-argentina-fr","9":"tag-ose-argentina-fr","10":"tag-shoppers-fr"},"yoast_head":"\nAnalyse de l'OSE Argentine 2024 - in-Store Media<\/title>\n<meta name=\"description\" content=\"Les donn\u00e9es de l'OSE Argentine 2024 nous r\u00e9v\u00e8lent \u00e0 quoi ressemble le consommateur argentin. 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