{"id":14600,"date":"2020-01-03T11:50:03","date_gmt":"2020-01-03T10:50:03","guid":{"rendered":"https:\/\/convertize.blog\/fr\/?p=14600"},"modified":"2021-08-02T16:54:27","modified_gmt":"2021-08-02T14:54:27","slug":"nudge-marketing","status":"publish","type":"post","link":"https:\/\/www.convertize.com\/fr\/nudge-marketing\/","title":{"rendered":"Nudge Marketing : D\u00e9finition et Exemples d&rsquo;applications"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><div class=\"snippet-container\" > \n<h2>Nudge Marketing<\/h2>\n<p>Le Nudge Marketing\u00a0est une technique qui permet d&rsquo;influencer les d\u00e9cisions des consommateurs sans les contraindre, simplement <strong>en leur sugg\u00e9rant une id\u00e9e<\/strong>\u00a0ou une action. Certains le d\u00e9crivent comme <strong>\u00ab\u00a0un coup de pouce\u00a0\u00bb<\/strong>,\u00a0 on parle aussi de <strong>marketing d\u2019incitation<\/strong>.<\/p>\n <\/div>\n<p><strong>Richard Thaler<\/strong> &#8211;\u00a0professeur d\u2019\u00e9conomie comportementale\u00a0\u00e0 l\u2019Universit\u00e9 de Chicago &#8211; est l&rsquo;un des premiers \u00e0 avoir \u00e9crit sur le Nudge Marketing (ou Nudging) avec l&rsquo;ouvrage\u00a0<a href=\"https:\/\/www.amazon.fr\/Nudge-habitudes-comportements-d\u00e9cisions-best-seller\/dp\/2311001051\/\" target=\"_blank\" rel=\"noopener\">Nudge : la m\u00e9thode douce pour inspirer la bonne d\u00e9cision<sup id=\"cite_ref-:0_3-0\" class=\"reference\"><\/sup>.<\/a><\/p>\n<p>En France,\u00a0<strong>Eric Singler<\/strong> a <a href=\"https:\/\/www.amazon.fr\/Nudge-marketing-Comment-efficacement-comportements\/dp\/2744065951\">publi\u00e9 chez Amazon<\/a> : Nudge Marketing &#8211;\u00a0Neurosciences et marketing gagnant &#8211; Comment changer efficacement les comportements<\/p>\n<h2>D\u00e9finition : Qu&rsquo;est-ce que le Nudge Marketing<\/h2>\n<p>Voici la d\u00e9finition de <a href=\"https:\/\/fr.wikipedia.org\/wiki\/Nudge_marketing\" target=\"_blank\" rel=\"noopener\">Wikipedia<\/a> sur le Nudge Marketing :<\/p>\n<blockquote><p>Le\u00a0<i><b>nudge marketing<\/b><\/i>, ou\u00a0<b>marketing incitatif<\/b>, est une discipline \u00e9mergente qui s&rsquo;int\u00e9resse au\u00a0comportement du consommateur.<\/p>\n<p>Le but de cette discipline est d\u2019inciter un individu \u00e0 agir d\u2019une certaine mani\u00e8re, sans jamais chercher \u00e0 le contraindre, \u00ab\u00a0nudge\u00a0\u00bb signifiant \u00ab\u00a0coup de pouce\u00a0\u00bb en anglais. Pour l\u2019instigateur de cette d\u00e9marche, l&rsquo;int\u00e9r\u00eat est de pouvoir agir sur diff\u00e9rents leviers relatifs au\u00a0processus d\u00e9cisionnel\u00a0d&rsquo;un consommateur, dans le but de le faire changer de comportement pour un co\u00fbt tr\u00e8s faible, tout en incitant l&rsquo;individu \u00e0 effectuer un choix avantageux pour lui.<\/p>\n<p>Le concept renvoie \u00e9galement \u00e0 l\u2019\u00e9tude des m\u00e9canismes d\u00e9cisionnels d\u2019un consommateur lorsque diff\u00e9rents choix de comportement s\u2019offrent \u00e0 lui.<\/p><\/blockquote>\n<h2>Ce que les m\u00e9dias disent du Nudge Marketing<\/h2>\n<p>En France, les m\u00e9dias s&rsquo;int\u00e9ressent r\u00e9guli\u00e8rement au Nudge Marketing\u00a0 ou Nudging :<\/p>\n<ul>\n<li><a href=\"https:\/\/lentreprise.lexpress.fr\/marketing-vente\/le-nudge-marketing-ou-comment-vendre-sans-contraindre_1520522.html\" target=\"_blank\" rel=\"noopener\">l&rsquo;Express a r\u00e9cemment publi\u00e9 un article<\/a> sur le sujet : \u00ab\u00a0Le nudge marketing ou comment vendre sans contraindre\u00a0\u00bb,<\/li>\n<li><a href=\"https:\/\/www.marketing-professionnel.fr\/tribune-libre\/etudes-marketing-nudge-201803.html\" target=\"_blank\" rel=\"noopener\">Marketing Professionnel<\/a> a tent\u00e9 d&rsquo;analyser le ph\u00e9nom\u00e8ne : \u00ab\u00a0Le nudge, effet de mode ou tendance lourde ?\u00a0\u00bb<\/li>\n<li>Et plus r\u00e9cemment <a href=\"https:\/\/www.ladn.eu\/entreprises-innovantes\/parole-expert\/nudge-technique-marketing-influence-nos-comportements\/\" target=\"_blank\" rel=\"noopener\">l&rsquo;ADN<\/a> adressait le sujet avec un titre controvers\u00e9 : \u00ab\u00a0Le nudge : la technique marketing qui nous fait agir comme des moutons\u00a0\u00bb.<\/li>\n<\/ul>\n<h2>Exemples d&rsquo;application du Nudging et Nudge Marketing<\/h2>\n<p>Voici quelques exemples d&rsquo;utilisation du Nudging et Nudge Marketing par des organismes ou des et sites e-commerce :<\/p>\n<h3>1. L&rsquo;a\u00e9roport d&rsquo;Amsterdam utilise le Nudging<\/h3>\n<p>L&rsquo;a\u00e9roport de\u00a0Schiphol \u00e0 Amsterdam souhaitait r\u00e9duire les \u00ab\u00a0fuites\u00a0\u00bb dans les urinoirs des toilettes de l&rsquo;a\u00e9roport et ainsi r\u00e9duire les frais de nettoyage.<\/p>\n<p>L&rsquo;image d&rsquo;une\u00a0<strong>mouche<\/strong> a \u00e9t\u00e9 ajout\u00e9e dans chaque urinoir pour donner envie aux hommes de \u00ab\u00a0viser la mouche\u00a0\u00bb et donc de \u00ab\u00a0faire pipi dans l&rsquo;urinoir, plut\u00f4t qu&rsquo;\u00e0 c\u00f4t\u00e9\u00a0\u00bb.<\/p>\n<p>Pas d&rsquo;amende, pas de message, juste une mouche pour \u00ab\u00a0Nudger\u00a0\u00bb les visiteurs. R\u00e9sultat : une r\u00e9duction de 80% des fuites d&rsquo;urines.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14603 size-full\" src=\" https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2018\/09\/nudge-urinoirs-amsterdam.jpg\" alt=\"A\u00e9roport Amsterdam Nudge Marketing\" width=\"780\" height=\"425\" \/><\/p>\n<h3>2. Une Ville en Californie utilise le Nudging<\/h3>\n<p>Pour faire une exp\u00e9rience sur le recyclage de d\u00e9chets, la ville de LaVerne en Californie \u00e0 utilis\u00e9 des notes persuasives pour encourager les gens \u00e0 recycler.<\/p>\n<p>Pendant quatre semaines, une note a \u00e9t\u00e9 appos\u00e9e \u00e0 la porte de 120 maisons dans la ville. La note informait le m\u00e9nage du nombre des voisins participant au recyclage des ordures m\u00e9nag\u00e8res\u00a0<span>et de la quantit\u00e9 totale recycl\u00e9e.<\/span><\/p>\n<p>La r\u00e9sultat? Une <strong>augmentation du volume de recyclage de 19 %<\/strong>.<\/p>\n<h3><strong>3. Google utilise le Nudging<\/strong><\/h3>\n<p><strong>Google<\/strong> est connu\u00a0 pour sa politique de \u00ab\u00a0Free Food\u00a0\u00bb, \u00ab\u00a0Yeahh, repas \u00e0 volont\u00e9 pour tout le monde !\u00a0\u00bb<\/p>\n<p>Mais pour que ses employ\u00e9s restent en bonne sant\u00e9 et prennent <strong>un lunch plus l\u00e9ger<\/strong>, Google a simplement r\u00e9duit la taille des assiettes dans ses cantines, ce qui incite les employ\u00e9s \u00e0 r\u00e9duire leurs portions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14601 size-full\" src=\" https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2018\/09\/nudging-food.jpg\" alt=\"Google Nudge Markerting\" width=\"780\" height=\"425\" \/><\/p>\n<h3>4. Des Nudges dans le m\u00e9tro<\/h3>\n<p>Pour encourager les usagers \u00e0 utiliser les escaliers plut\u00f4t que l&rsquo;escalator, plusieurs villes ont utilis\u00e9 des techniques de Nudging :<\/p>\n<p><strong>Le m\u00e9tro de Stockholm<\/strong> a transform\u00e9 les escaliers d&rsquo;une station en <strong>piano g\u00e9ant<\/strong>. Ce qui a r\u00e9sult\u00e9 en une augmentation de 70% de l&rsquo;utilisation des escaliers :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14604 size-full\" src=\" https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2018\/09\/nudge-escalier-piano.jpg\" alt=\"Nudge Marketing - Escalier Piano\" width=\"780\" height=\"425\" \/><\/p>\n<p>Autre exemple: <strong>le m\u00e9tro de Hambourg<\/strong> a peint les escaliers dans le style d&rsquo;une <strong>piste d&rsquo;athl\u00e9tisme<\/strong> :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14607 size-full\" src=\" https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2018\/09\/nudge-metro-hamburg.jpg\" alt=\"Nudge Marketing - Piste d'athl\u00e9tisme\" width=\"780\" height=\"425\" \/><\/p>\n<h3>5. Booking.com utilise des notifications de Nudge Marketing<\/h3>\n<p>Le site de r\u00e9servation d&rsquo;h\u00f4tels en ligne Booking.com utilise des <a href=\" https:\/\/www.convertize.com\/fr\/notifications-nudge-marketing\/\">notifications de Nudge Marketing<\/a> pour cr\u00e9er de la raret\u00e9, de l&rsquo;urgence, ou afficher la popularit\u00e9 des h\u00f4tels (Social proof)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14608 size-full\" src=\" https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2018\/09\/booking-com-urgence-notifications.jpg\" alt=\"Nudge Marketing - Booking.com\" width=\"780\" height=\"375\" \/><\/p>\n<h2>Nudging et Nudge Marketing<\/h2>\n<p>Le moyen le plus simple de commencer \u00e0 exp\u00e9rimenter avec le marketing Nudge est d&rsquo;installer une application comme <a href=\"https:\/\/www.nudgify.com\/fr\/\"><strong>Nudgify<\/strong><\/a>. L&rsquo;application\u00a0utilise de petites notifications pour engager les visiteurs du votre site Web.<\/p>\n<p>Ou, pour en savoir plus et d\u00e9couvrir d&rsquo;autres exemples de Nudging sur les sites de e-commerce, consultez les <a href=\" https:\/\/www.convertize.com\/fr\/notifications-nudge-marketing\/\"><strong>5 Bonnes Raisons d&rsquo;Utiliser des Notifications de Nudge Marketing<\/strong><\/a><strong> sur votre Site e-Commerce.<\/strong><\/p>\n<p>Enfin, si vous \u00eates curieux d&rsquo;en savoir plus sur ce sujet, je vous conseille <a href=\" https:\/\/www.convertize.com\/fr\/13-livres-de-neuromarketing\/\">13 livres sur le Neuromarketing<\/a>.<\/p>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Nudge%20Marketing%20:%20D\u00e9finition%20et%20Exemples%20d&rsquo;applications&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fnudge-marketing%2F&amp;via=convertize','Twitter Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Twitter<\/span><\/a><a class=\"col-1 sbtn s-facebook\" onclick=\"popupwindow('https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fnudge-marketing%2F','Facebook Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Facebook<\/span><\/a><a class=\"col-1 sbtn s-linkedin\" onclick=\"popupwindow('https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fnudge-marketing%2F&amp;title=Nudge%20Marketing%20:%20D\u00e9finition%20et%20Exemples%20d&rsquo;applications&amp;description=Le%20Nudge%20Marketing\u00a0ou%20Nudging%20est%20une%20forme%20de%20coup%20de%20pouce%20Marketing.%20Comment%20changer%20efficacement%20les%20comportements%20?%20Voici%20quelques%20exemples...','Linkedin Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Linkedin<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Richard Thaler &#8211;\u00a0professeur d\u2019\u00e9conomie comportementale\u00a0\u00e0 l\u2019Universit\u00e9 de Chicago &#8211; est l&rsquo;un des premiers \u00e0 avoir \u00e9crit sur le Nudge Marketing (ou Nudging) avec l&rsquo;ouvrage\u00a0Nudge : la m\u00e9thode douce pour inspirer la bonne d\u00e9cision. En France,\u00a0Eric Singler a publi\u00e9 chez Amazon : Nudge Marketing &#8211;\u00a0Neurosciences et marketing gagnant &#8211; Comment changer efficacement les comportements D\u00e9finition : [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":20317,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[374],"tags":[423,400],"class_list":{"0":"post-14600","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-psychologie-consommateur","8":"tag-definitions","9":"tag-nudge-marketing","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nudge Marketing : D\u00e9finition et Exemples d&#039;applications<\/title>\n<meta name=\"description\" content=\"Le Nudge Marketing\u00a0ou Nudging est une forme de coup de pouce Marketing. 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