Optimiser les distributeurs automatiques
La filiale japonaise de Coca Cola dotera son application Coke ON lancée en 2016 , d’une solution de paiement sans contact via smartphone , le « Coke ON Pay » qui sera acceptée par 300 000 distributeurs automatiques sur 880 000 que possède la marque d’ici fin 2019. Les utilisateurs gagneront des points à chaque achat effectué avec cette solution qui stockera les données des informations de cartes bancaires. Le choix des boissons se fera directement sur l’application. L’utilisateur devra seulement valider le choix sur son écran et approcher son smartphone au distributeur pour que celui-ci débloque le produit commandé. Les points cumulés permettront entre autres avantages d’obtenir une boisson gratuite tous les quinze achats ou des rabais sur les prix durant les promotions spéciales ponctuelles.
Le vrai but de la firme est d’optimiser les ventes de ses distributeurs au Japon dont la rentabilité diminue à cause de la concurrence des konbinis (supérettes de proximité). En équipant les distributeurs automatiques de capteurs, ceux-ci collecteront toutes les données relatives aux produits achetés en fonction du profil des acheteurs renseigné sur l’application. Les données recueillies sont ensuite analysées par l’intelligence artificielle (IA) ce qui permettra d’affiner la stratégie marketing adaptée à chaque distributeur automatique. Ce système permet de ne laisser passer aucune information à la trappe, et l’application fait déjà ses preuves. Selon les résultats de ventes disponibles à l’heure actuelle, le chiffre d’affaires d’un distributeur équipé de capteur est 4 à 5% supérieur à un appareil standard. L’application Coke ON a déjà été téléchargée 10 millions de fois, il reste plus qu’à la firme Coca Cola Japon de renforcer sa capacité de collecte des données des utilisateurs.
Un modèle suivi par d’autres firmes
La firme Kirin Beverage (CA 1.99 milliards EUR) , autre géant du marché des boissons fraiches mais loin derrière son concurrent avec seulement 270 000 distributeurs dans l’archipel, riposte avec un service d’alerte qui signale à l’utilisateur de son application la présence d’un distributeur de sa marque qui se trouve à proximité. L’application appelée Tappiness est disponible en partenariat avec LINE, le géant de service de messagerie. Actuellement 30 000 distributeurs de sa marque sont compatibles avec le service de paiement sans contact LINE PAY.
Enfin, Itoen (CA 2.9 milliards EUR) dispose de 80 distributeurs automatiques de sa marque qui sont compatibles avec l’application de paiement WeChat Pay en vue d’attirer les touristes chinois. La firme projette d’équiper d’ici fin 2018 un total de 100 distributeurs de son réseau.
Stratégie des données
Selon une société d’étude de marché spécialisée dans la distribution des boissons, sur les 2,45 millions de distributeurs automatiques de boissons que compte le Japon, le volume annuel de ventes par appareil a diminué de 1% en 2017 par rapport à l’année précédente avec 223 caisses de cannettes de boissons écoulées en moyenne. Sur cinq ans la baisse a été de 6%. Les machines sont concurrencées par de nombreux commerces parmi lesquels les konbini mais aussi des pharmacies qui cassent les prix.
Toutefois le nombre d’appareils répartis sur tout le Japon reste largement supérieur au nombre de konbini. Seven Eleven qui possède le plus grand réseau avec 20 000 konbini reste loin derrière les 880 000 appareils dont dispose Coca Cola. Ce n’est plus qu’une question de temps pour que les marques de boissons se repositionnent en de véritables stratèges des données.
(Source NIKKEI 08/11/2018 日本コカ、自販機30万台スマホ決済 アプリで購買デ－タ)
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