{"id":12262,"date":"2025-12-16T10:43:51","date_gmt":"2025-12-16T10:43:51","guid":{"rendered":"https:\/\/in-storemedia.com\/?p=12262"},"modified":"2025-12-16T10:45:44","modified_gmt":"2025-12-16T10:45:44","slug":"nescafe-dolce-gusto-succes-strategie-off-site","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/nescafe-dolce-gusto-succes-strategie-off-site\/","title":{"rendered":"Nescaf\u00e9 Dolce Gusto et le succ\u00e8s d&#8217;une strat\u00e9gie Off-site full-funnel en Retail Media"},"content":{"rendered":"<p><strong>Vous voulez savoir comment Nescaf\u00e9 Dolce Gusto a r\u00e9ussi \u00e0 multiplier sa visibilit\u00e9, attirer du trafic qualifi\u00e9 et augmenter ses ventes ?<\/strong><br \/>\nDans cet article, nous analysons la strat\u00e9gie de <strong>Retail Media Off-site<\/strong> qui a permis de stimuler les ventes de ses machines \u00e0 caf\u00e9 <strong>Nescaf\u00e9 Dolce Gusto Neo.<\/strong><\/p>\n<h2><strong>Le d\u00e9fi de la campagne : Renforcer la pr\u00e9sence de la marque dans la cat\u00e9gorie des machines \u00e0 caf\u00e9<\/strong><\/h2>\n<p>L&#8217;objectif principal de l&#8217;action \u00e9tait de r<strong>enforcer la pr\u00e9sence de Nescaf\u00e9 Dolce Gusto dans la cat\u00e9gorie des machines \u00e0 caf\u00e9<\/strong>, en exploitant les audiences d&#8217;Auchan et le potentiel d&#8217;optimisation de Performance Max.<\/p>\n<p>L&#8217;activation sur <strong>Auchan.pt<\/strong>, con\u00e7ue avec une approche<strong> full-funnel<\/strong> combinant Display, Vid\u00e9o et Search, a maximis\u00e9 la port\u00e9e de la marque, attir\u00e9 de nouveaux acheteurs et g\u00e9n\u00e9r\u00e9 des r\u00e9sultats mesurables \u00e0 chaque \u00e9tape du parcours de l&#8217;acheteur.<\/p>\n<h2><strong>Comment la strat\u00e9gie de Retail Media Off-site a-t-elle \u00e9t\u00e9 activ\u00e9e ?<\/strong><\/h2>\n<p>Nous avons d\u00e9velopp\u00e9 une strat\u00e9gie Off-site <strong>full-funnel<\/strong>, combinant des audiences first-party, un mix multicanal et des cr\u00e9ations con\u00e7ues pour maximiser les performances dans chaque environnement.<\/p>\n<ol>\n<li>\n<h3><strong> Activation des audiences first-party et lookalike<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Pour maximiser la port\u00e9e et la pr\u00e9cision :<\/p>\n<ul>\n<li>Des<strong> audiences first-party d&#8217;Auchan<\/strong> li\u00e9es au produit et \u00e0 la cat\u00e9gorie ont \u00e9t\u00e9 activ\u00e9es.<\/li>\n<li>Nous avons \u00e9largi leur potentiel avec des <strong>audiences lookalike de Google Ads,<\/strong> en ciblant des profils avec des comportements similaires \u00e0 ceux des acheteurs actuels.<\/li>\n<\/ul>\n<p>Cette approche a permis de combiner pr\u00e9cision et \u00e9volutivit\u00e9, atteignant \u00e0 la fois des utilisateurs ayant une forte affinit\u00e9 et de nouveaux segments \u00e0 fort potentiel de conversion.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> D\u00e9finition des canaux id\u00e9aux pour une strat\u00e9gie full-funnel<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Nous avons s\u00e9lectionn\u00e9 les canaux les plus appropri\u00e9s pour couvrir l&#8217;ensemble du funnel \u2014 de la consid\u00e9ration \u00e0 la conversion \u2014 en redirigeant toujours vers la page produit sur Auchan.pt :<\/p>\n<ul>\n<li><strong>Display Ads (Google Display Network) <\/strong>: pour atteindre les utilisateurs passionn\u00e9s de caf\u00e9 et de lifestyle.<\/li>\n<li><strong>YouTube Vid\u00e9o Ads :<\/strong> pour \u00e9duquer sur les bienfaits de <strong>Nescaf\u00e9 Dolce Gusto Neo<\/strong> et montrer l&#8217;exp\u00e9rience d&#8217;utilisation.<\/li>\n<li><strong>Search Ads : <\/strong>pour capter la <strong>demande active<\/strong>, en ciblant des recherches \u00e0 forte intention comme \u00ab machines \u00e0 caf\u00e9 \u00bb, \u00ab cafeti\u00e8re Dolce Gusto \u00bb ou \u00ab Dolce Gusto Neo \u00bb.<\/li>\n<\/ul>\n<p>Ce mix a garanti une pr\u00e9sence constante \u00e0 diff\u00e9rents moments du processus de d\u00e9cision.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> D\u00e9veloppement d&#8217;un portfolio de cr\u00e9ations optimis\u00e9es pour Performance Max<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Nous avons adapt\u00e9 des cr\u00e9ations dynamiques et statiques pour chaque canal et format.<br \/>\nCette diversit\u00e9 cr\u00e9ative a permis \u00e0 <strong>Performance Max <\/strong>de tester des combinaisons, d&#8217;optimiser automatiquement et de mettre \u00e0 l&#8217;\u00e9chelle celles g\u00e9n\u00e9rant les meilleurs taux de conversion.<\/p>\n\n\t\t<style type=\"text\/css\">\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 50%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-12262 gallery-columns-2 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/in-storemedia.com\/fr\/nescafe-dolce-gusto-succes-strategie-off-site\/3-4-2\/'><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1920\" src=\"https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3.png 1920w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-300x300.png 300w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-1024x1024.png 1024w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-150x150.png 150w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-768x768.png 768w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-1536x1536.png 1536w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-100x100.png 100w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-140x140.png 140w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-500x500.png 500w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-350x350.png 350w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-1000x1000.png 1000w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/3-800x800.png 800w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/in-storemedia.com\/fr\/nescafe-dolce-gusto-succes-strategie-off-site\/4-3-2\/'><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1920\" src=\"https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4.png 1920w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-300x300.png 300w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-1024x1024.png 1024w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-150x150.png 150w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-768x768.png 768w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-1536x1536.png 1536w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-100x100.png 100w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-140x140.png 140w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-500x500.png 500w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-350x350.png 350w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-1000x1000.png 1000w, https:\/\/in-storemedia.com\/wp-content\/uploads\/2025\/12\/4-800x800.png 800w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h2><strong>Impact direct sur le trafic, les ventes et la part de march\u00e9<\/strong><\/h2>\n<p>La strat\u00e9gie Off-site full-funnel a permis \u00e0 Nescaf\u00e9 Dolce Gusto de d\u00e9passer les benchmarks et de g\u00e9n\u00e9rer une croissance soutenue des ventes et de la part de march\u00e9 sur le site eCommerce d&#8217;Auchan.<\/p>\n<ul>\n<li>Une <strong>forte interaction<\/strong> avec un CTR de 7,13 %, d\u00e9passant les benchmarks de Performance Max<\/li>\n<li>Une <strong>augmentation de 5 % de sa part de march\u00e9<\/strong> pendant la campagne.<\/li>\n<li><strong>Un trafic qualifi\u00e9 accru<\/strong>, g\u00e9n\u00e9rant des <strong>ventes suppl\u00e9mentaires<\/strong> sur le site eCommerce du d\u00e9taillant.<\/li>\n<li>Une <strong>augmentation de 87,5 % des ventes<\/strong> des machines Dolce Gusto Neo, stimul\u00e9e par la strat\u00e9gie Off-site.<\/li>\n<li>44 % des acheteurs \u00e9taient de <strong>nouveaux clients pour la marque.<\/strong><\/li>\n<\/ul>\n<p>Si vous souhaitez approfondir la mani\u00e8re de mesurer et d&#8217;optimiser ces KPIs dans vos campagnes, <a href=\"https:\/\/in-storemedia.com\/fr\/metriques-et-kpis-en-retail-media-comment-mesurer-le-succes-de-vos-campagnes-grace-a-la-data\/\" target=\"_blank\" rel=\"noopener\">nous vous invitons \u00e0 lire notre article sur les KPIs et les m\u00e9triques cl\u00e9s pour le Retail Media.<\/a><\/p>\n<h2><strong>Insights cl\u00e9s sur le potentiel du Retail Media Off-site<\/strong><\/h2>\n<p>Ce cas montre comment une strat\u00e9gie de Retail Media Off-site bien ex\u00e9cut\u00e9e peut transformer les r\u00e9sultats d&#8217;une marque :<\/p>\n<ul>\n<li>Elle amplifie la visibilit\u00e9 de la marque en dehors de l&#8217;environnement du d\u00e9taillant.<\/li>\n<li>Elle active des segments \u00e0 forte intention gr\u00e2ce aux<strong> audiences first-party.<\/strong><\/li>\n<li>Elle g\u00e9n\u00e8re un<strong> trafic qualifi\u00e9<\/strong> avec une plus grande probabilit\u00e9 de conversion.<\/li>\n<li>Elle augmente la p\u00e9n\u00e9tration dans des cat\u00e9gories comp\u00e9titives comme les machines \u00e0 caf\u00e9.<\/li>\n<\/ul>\n<p>L&#8217;int\u00e9gration de <strong>Display, Vid\u00e9o, Search et Performance Max<\/strong> renforce non seulement le positionnement de la marque, mais stimule \u00e9galement directement la conversion et la part de march\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous voulez savoir comment Nescaf\u00e9 Dolce Gusto a r\u00e9ussi \u00e0 multiplier sa visibilit\u00e9, attirer du trafic qualifi\u00e9 et augmenter ses ventes ? Dans cet article, nous analysons la strat\u00e9gie de&#8230;<\/p>\n","protected":false},"author":4,"featured_media":12257,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[275,274],"class_list":{"0":"post-12262","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cas-de-reussite","8":"tag-cas-detude","9":"tag-retail-media-off-site"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nescaf\u00e9 Dolce Gusto et le succ\u00e8s d&#039;une strat\u00e9gie Off-site - in-Store Media<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez dans cet article comment Nescaf\u00e9 Dolce Gusto a r\u00e9ussi \u00e0 multiplier sa visibilit\u00e9, attirer du trafic qualifi\u00e9 et augmenter ses ventes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/in-storemedia.com\/fr\/nescafe-dolce-gusto-succes-strategie-off-site\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nescaf\u00e9 Dolce Gusto et le succ\u00e8s d&#039;une strat\u00e9gie Off-site - 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