{"id":11224,"date":"2025-05-20T09:00:09","date_gmt":"2025-05-20T09:00:09","guid":{"rendered":"https:\/\/in-storemedia.com\/introduction-au-retail-media-on-site\/"},"modified":"2025-05-20T09:07:00","modified_gmt":"2025-05-20T09:07:00","slug":"introduction-au-retail-media-on-site","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/introduction-au-retail-media-on-site\/","title":{"rendered":"Introduction au Retail Media On-Site"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

\u00ab Parlez du On-site en connaissance de cause \u00bb<\/span><\/h3>\n

Depuis plus de 25 ans, nous d\u00e9veloppons des solutions de Retail Media qui connectent les marques aux shoppers sur le point de vente physique. Aujourd\u2019hui, le monde physique coexiste avec l\u2019environnement digital : les distributeurs ne vendent plus seulement en magasin, mais aussi via leurs sites e-commerce.
\nUne question se pose alors : peut-on aussi connecter les marques et les shoppers dans l\u2019univers digital ?
\nLa r\u00e9ponse est oui \u2013 gr\u00e2ce au Retail Media On-Site. <\/span><\/p>\n

D\u00e9finition du On-Site par Bel\u00e9n Escolano <\/span><\/span><\/strong><\/p>\n

\u00ab Le Retail Media On-Site d\u00e9signe l\u2019ensemble des actions publicitaires mises en \u0153uvre dans les environnements digitaux propres au distributeur, tels que son site web, son application mobile ou sa plateforme e-commerce. Son objectif principal est d\u2019augmenter la visibilit\u00e9 des produits ou des marques pr\u00e9sents sur ce m\u00eame point de vente digital, d\u2019influencer le comportement d\u2019achat du shopper tout au long de son parcours, et de stimuler la conversion au sein de l\u2019\u00e9cosyst\u00e8me du retailer. \u00bb <\/span><\/p>\n

Bel\u00e9n Escolano, Directrice Corporate Nouveaux Business<\/span><\/strong><\/p>\n

Pourquoi le On-Site est-il une solution publicitaire essentielle pour les marques ?<\/span><\/h2>\n

\"\"<\/p>\n

D\u00e9couvrez nos formats de Retail Media On-Site<\/span><\/h2>\n

La publicit\u00e9 On-Site peut se d\u00e9cliner sous diff\u00e9rents formats et s\u2019int\u00e9grer \u00e0 divers emplacements dans l\u2019environnement digital du distributeur. Chez in-Store Media, nous adaptons chaque solution aux sp\u00e9cificit\u00e9s du retailer et aux objectifs de la marque. Voici les 4 emplacements les plus strat\u00e9giques pour maximiser l\u2019impact publicitaire : <\/span>Page d\u2019accueil (Home Page),<\/span> page cat\u00e9gorie (Category Page)<\/span>, page de r\u00e9sultats de recherche (Search Page), <\/span>page de paiement (Check Out)<\/span><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”-50″ column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”11154″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][image_with_animation image_url=”11160″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”250″][vc_column_text]\n

In-Grid Banner<\/strong><\/h3>\n

Un format \u00e0 fort potentiel de conversion,<\/span> plac\u00e9<\/span><\/em>directement dans la grille de produits sur les pages de cat\u00e9gorie ou de recherche. Parfait pour g\u00e9n\u00e9rer de la visibilit\u00e9 au moment le plus d\u00e9cisif du parcours d\u2019achat, lorsque le shopper s\u2019appr\u00eate \u00e0 ajouter un produit au panier. <\/span>[\/vc_column_text][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

Banni\u00e8res<\/strong><\/h3>\n

Gr\u00e2ce \u00e0 leur format visuel impactant et leur position strat\u00e9gique, les banni\u00e8res offrent une excellente visibilit\u00e9. Elles sont id\u00e9ales pour capter l\u2019attention et renforcer<\/span> la notori\u00e9t\u00e9 de la marque<\/span><\/em>.<\/span><\/p>\n

Sponsored Brand<\/span><\/strong><\/h3>\n

Ce format peut appara\u00eetre sur la page d\u2019accueil et met en avant la marque avec ses produits et des options d\u2019achat direct. Sa position premium garantit une forte visibilit\u00e9 et contribue \u00e0 la fois \u00e0 l\u2019image et \u00e0 la conversion.<\/em> <\/span><\/p>\n

Vid\u00e9o<\/span><\/strong><\/h3>\n

Le format vid\u00e9o peut \u00eatre int\u00e9gr\u00e9 dans diff\u00e9rents espaces du site pour maximiser la visibilit\u00e9 et l\u2019impact \u00e9motionnel de la campagne. Il est particuli\u00e8rement utile pour expliquer les b\u00e9n\u00e9fices produit ou transmettre l\u2019univers de marque. <\/span>[\/vc_column_text][vc_column_text]\n

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Header Banner<\/strong><\/h3>\n

Plac\u00e9e en haut des pages de cat\u00e9gories ou de r\u00e9sultats de recherche, cette banni\u00e8re intervient juste au moment o\u00f9 le client est sur le point de prendre une d\u00e9cision d\u2019achat.
\nSa position privil\u00e9gi\u00e9e en fait un levier puissant pour renforcer la conversion tout en construisant l\u2019image de marque. <\/span>[\/vc_column_text][image_with_animation image_url=”11166″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”80″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

In-Grid + Header Banner : deux formats compl\u00e9mentaires<\/span><\/strong><\/h3>\n

Sur les pages Cat\u00e9gorie, les deux <\/em>formats <\/em>peuvent mettre en avant n\u2019importe quel produit, m\u00eame s\u2019il appartient \u00e0 une autre cat\u00e9gorie. Cela permet d\u2019\u00e9largir la port\u00e9e et d\u2019intervenir d\u00e8s les premi\u00e8res \u00e9tapes du parcours d\u2019achat. <\/span><\/p>\n

Sur les pages de Recherche, les produits affich\u00e9s sont en g\u00e9n\u00e9ral li\u00e9s directement \u00e0 la requ\u00eate de l\u2019utilisateur. \u00c0 ce stade, son intention d\u2019achat est claire : la pertinence de l\u2019annonce est donc cruciale. <\/span>[\/vc_column_text][vc_column_text]I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”-30″ column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

Exemple<\/span><\/strong><\/p>\n

Sur la page cat\u00e9gorie “Produits laitiers”, on peut afficher une publicit\u00e9 pour du caf\u00e9, m\u00eame si celui-ci n\u2019appartient pas \u00e0 cette cat\u00e9gorie.
\nEn revanche, si l\u2019utilisateur cherche “lait”, le Header Banner (ou le In-Grid) peut montrer une marque de lait, ce qui r\u00e9pond pr\u00e9cis\u00e9ment \u00e0 son intention d\u2019achat. <\/span>[\/vc_column_text][image_with_animation animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][image_with_animation image_url=”11172″ animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”30″][vc_column_text]\n

Sponsored Brand<\/span><\/strong><\/h3>\n

Ce format occupe une ligne enti\u00e8re dans la grille des produits, ce qui permet de pr\u00e9senter un portefeuille plus large \u00e0 un moment strat\u00e9gique.
\nIl maximise la visibilit\u00e9 et les chances de conversion gr\u00e2ce \u00e0 une occupation plus importante de l\u2019espace visuel. <\/span><\/p>\n[\/vc_column_text][image_with_animation image_url=”11184″ animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”30″][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”-30″ column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

Une exception strat\u00e9gique : le cross-selling<\/span><\/strong><\/p>\n

Lorsqu\u2019on vise \u00e0 augmenter le panier moyen,<\/span> proposer un article d\u2019une autre cat\u00e9gorie <\/span><\/em>peut \u00eatre pertinent. Par exemple, si le shopper recherche “caf\u00e9”, un banner mettant en avant des biscuits ou des \u00e9dulcorants peut \u00eatre tr\u00e8s efficace. <\/span><\/p>\n[\/vc_column_text][vc_column_text]\n

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Sponsored Products<\/span><\/strong><\/h3>\n

Les produits sponsoris\u00e9s sont positionn\u00e9s en t\u00eate de liste dans la grille, pr\u00eats \u00e0 \u00eatre ajout\u00e9s au panier.
\nCe format tr\u00e8s orient\u00e9 conversion assure une forte visibilit\u00e9 tout en s\u2019int\u00e9grant naturellement dans l\u2019exp\u00e9rience d\u2019achat. <\/span><\/p>\n[\/vc_column_text][image_with_animation image_url=”11178″ animation=”Fade In” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”190″][vc_column_text]\n

<\/h3>\n

Sponsored Products<\/span><\/strong><\/h3>\n

Sur la page de paiement, les Sponsored Products sont parfaits pour augmenter la conversion et le panier moyen, en pla\u00e7ant les produits de la marque juste avant la finalisation de l\u2019achat.<\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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