{"id":169,"date":"2014-07-12T14:53:10","date_gmt":"2014-07-12T13:53:10","guid":{"rendered":"http:\/\/www.mercadoc.org\/cms\/?page_id=169"},"modified":"2016-12-29T15:56:05","modified_gmt":"2016-12-29T14:56:05","slug":"marketing-experientiel","status":"publish","type":"page","link":"http:\/\/www.mercadoc.org\/cms\/marketing-experientiel\/","title":{"rendered":"R\u00e9enchanter la consommation avec le marketing exp\u00e9rientiel"},"content":{"rendered":"<p><a href=\"http:\/\/www.mercadoc.org\/cms\/wp-content\/uploads\/2014\/05\/Photo-125-Shopping.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-696\" src=\"http:\/\/www.mercadoc.org\/cms\/wp-content\/uploads\/2014\/05\/Photo-125-Shopping-300x229.jpg\" alt=\"R\u00e9enchanter le shopping\" width=\"450\" height=\"345\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">Finie la banalit\u00e9 ! Il faut r\u00e9enchanter la consommation. Des entreprises de tous secteurs veulent redonner au consommateur le plaisir d&#8217;acheter. A cette fin, elles sont nombreuses \u00e0 s&#8217;int\u00e9resser aujourd&#8217;hui au marketing exp\u00e9rientiel. Nouveau leitmotiv des professionnels du marketing, il postule que les consommateurs veulent vivre des exp\u00e9riences de consommation capables de leur procurer des sensations et des \u00e9motions.<\/p>\n<p style=\"text-align: justify;\">On savait que les produits n&#8217;\u00e9taient pas seulement achet\u00e9s pour ce qu&#8217;ils \u00e9taient mais \u00e9galement pour ce qu&#8217;ils communiquaient \u00e0 celui qui en faisait l&#8217;acquisition. Aujourd&#8217;hui, les entreprises doivent \u00e9galement proposer une exp\u00e9rience de consommation. Pour ce faire, elles r\u00e9interpr\u00e8tent leur offre en prenant en compte son impact sur les \u00e9motions du consommateur.<\/p>\n<p style=\"text-align: justify;\">Pourtant, lorsque les professionnels parlent d&#8217;exp\u00e9rience de consommation, il n&#8217;est pas toujours affaire d&#8217;\u00e9motion et l&#8217;on est parfois plus proche de notions comme celle d&#8217;utilisabilit\u00e9 quand on parle de produits. Ainsi, il est parfois difficile de cerner ce que recouvre aujourd&#8217;hui le marketing exp\u00e9rientiel. Initi\u00e9e dans le secteur du tourisme et de la culture, des auteurs comme Pine et Gilmore ont estim\u00e9 que nous entrions dans une nouvelle \u00e8re, celle de <a title=\"Bienvenue dans l\u2019\u00e9conomie exp\u00e9rientielle\" href=\"http:\/\/www.mercadoc.org\/marketing-experientiel\/economie-experientielle\/\">l&#8217;\u00e9conomie exp\u00e9rientielle<\/a>. C&#8217;est ce th\u00e8me que d\u00e9velopperons dans un premier temps. Ensuite, nous dresserons les contours du marketing exp\u00e9rientiel en montrant comment il s&#8217;articule par rapport \u00e0 d&#8217;autres concepts.<\/p>\n<ul>\n<li><a title=\"Bienvenue dans l\u2019\u00e9conomie exp\u00e9rientielle\" href=\"http:\/\/www.mercadoc.org\/marketing-experientiel\/economie-experientielle\/\"> L&#8217;\u00e9conomie exp\u00e9rientielle<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Finie la banalit\u00e9 ! Il faut r\u00e9enchanter la consommation. Des entreprises de tous secteurs veulent redonner au consommateur le plaisir d&#8217;acheter. A cette fin, elles sont nombreuses \u00e0 s&#8217;int\u00e9resser aujourd&#8217;hui au marketing exp\u00e9rientiel. Nouveau leitmotiv des professionnels du marketing, il postule que les consommateurs veulent vivre des exp\u00e9riences de consommation capables de leur procurer des [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_cbd_carousel_blocks":"[]","footnotes":""},"class_list":["post-169","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>R\u00e9enchanter la consommation avec le marketing exp\u00e9rientiel - Mercadoc<\/title>\n<meta name=\"description\" content=\"Le marketing exp\u00e9rientiel, nouveau leitmotiv des entreprises entr\u00e9es dans l&#039;\u00e9conomie exp\u00e9rientielle. 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