{"id":14727,"date":"2025-06-17T10:24:35","date_gmt":"2025-06-17T10:24:35","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&p=14727"},"modified":"2025-06-17T10:24:37","modified_gmt":"2025-06-17T10:24:37","slug":"the-growth-blueprint-critical-moves-every-cpg-brand-must-make-today","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/fr\/blog\/the-growth-blueprint-critical-moves-every-cpg-brand-must-make-today\/","title":{"rendered":"Le plan de croissance\u00a0: les mesures cruciales que chaque marque de biens de consommation courante doit prendre aujourd'hui"},"content":{"rendered":"

\u00c0 l'aube de 2025, un optimisme prudent r\u00e8gne sur l'\u00e9conomie, mais l'incertitude quant au comportement des consommateurs demeure. Si le secteur des biens de consommation (BGC) poursuit sa croissance r\u00e9guli\u00e8re, son maintien s'av\u00e8re de plus en plus complexe face \u00e0 l'\u00e9volution de la dynamique du march\u00e9 et aux d\u00e9fis \u00e9mergents. Historiquement, 93%<\/a> Des entreprises peinent \u00e0 accro\u00eetre leurs marges et \u00e0 stimuler la croissance simultan\u00e9ment, m\u00eame dans des environnements stables. Pourtant, la plupart des d\u00e9cideurs en communication visuelle restent d\u00e9termin\u00e9s \u00e0 atteindre ces deux objectifs d'ici 2025. Pour y parvenir, les marques doivent \u00eatre plus agiles que jamais et pr\u00eates \u00e0 s'adapter rapidement \u00e0 un paysage de consommation en constante \u00e9volution.<\/p>\n\n\n\n

Pr\u00e9parez vos donn\u00e9es pour l'IA g\u00e9n\u00e9rative<\/h3>\n\n\n\n

Intelligence artificielle<\/a> L'IA continue de dominer le d\u00e9bat, promettant de transformer tous les aspects du secteur de l'infographie. Cependant, le potentiel de l'IA d\u00e9pend des donn\u00e9es sur lesquelles elle repose.<\/p>\n\n\n\n

Dans les organisations, les sources de donn\u00e9es se multiplient rapidement. Du marketing et des ventes au service client, les diff\u00e9rents services collectent et stockent les informations de mani\u00e8re fragment\u00e9e. Pour que l'IA apporte une r\u00e9elle valeur ajout\u00e9e, en r\u00e9digeant des textes marketing adapt\u00e9s \u00e0 votre marque, en g\u00e9n\u00e9rant des descriptions de produits percutantes ou en cr\u00e9ant des visuels pertinents, vos donn\u00e9es doivent \u00eatre unifi\u00e9es, pr\u00e9cises, impartiales et s\u00e9curis\u00e9es.<\/p>\n\n\n\n

Il est essentiel d'int\u00e9grer les donn\u00e9es de toute l'organisation sur une plateforme unique tout en garantissant la protection des informations clients. Le nettoyage des donn\u00e9es n'est pas un effort ponctuel\u00a0; c'est un processus continu. Commencez d\u00e8s maintenant \u00e0 collecter et \u00e0 organiser vos donn\u00e9es, identifiez les lacunes et faites \u00e9voluer votre strat\u00e9gie de donn\u00e9es en continu pour \u00eatre pr\u00eat \u00e0 dynamiser vos initiatives d'IA.<\/p>\n\n\n\n

Conseils d'experts :<\/em><\/strong> N'attendez pas que vos donn\u00e9es soient parfaites pour commencer. Lancez des projets d'IA tout en continuant \u00e0 peaufiner et \u00e0 am\u00e9liorer votre \u00e9cosyst\u00e8me de donn\u00e9es.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Utiliser l'IA et l'automatisation pour favoriser l'hyper-personnalisation<\/h2>\n\n\n\n

La personnalisation est devenue un \u00e9l\u00e9ment cl\u00e9 des attentes des consommateurs. Aujourd'hui, ils souhaitent que les marques reconnaissent et r\u00e9pondent \u00e0 leurs besoins et pr\u00e9f\u00e9rences uniques. Pour r\u00e9pondre \u00e0 ces attentes, les marques de CG doivent proposer des exp\u00e9riences commerciales et marketing hautement personnalis\u00e9es, optimis\u00e9es par l'IA et les donn\u00e9es.<\/p>\n\n\n\n

Pour les clients B2B, analyse pr\u00e9dictive<\/a> peut permettre aux marques de pr\u00e9voir la demande avec plus de pr\u00e9cision, d'adapter les prix et les devis et de fournir des informations sp\u00e9cifiques aux comptes pour stimuler la croissance de l'entreprise.<\/p>\n\n\n\n

Conseils d'experts :<\/em><\/strong> Assurez-vous que les outils d'IA que vous choisissez prot\u00e8gent vos donn\u00e9es clients propri\u00e9taires. Privil\u00e9giez des solutions qui prot\u00e8gent la confidentialit\u00e9 en masquant les donn\u00e9es et en \u00e9liminant le stockage d'informations sensibles en dehors de vos syst\u00e8mes.<\/em><\/p>\n\n\n\n

Renforcez la vente guid\u00e9e gr\u00e2ce aux donn\u00e9es et \u00e0 l'IA<\/h3>\n\n\n\n

On attend de plus en plus des \u00e9quipes commerciales qu'elles agissent comme des conseillers strat\u00e9giques. Mais avec des syst\u00e8mes fragment\u00e9s et des processus manuels, les commerciaux passent souvent plus de temps \u00e0 collecter des informations qu'\u00e0 interagir avec les clients.<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 des donn\u00e9es unifi\u00e9es et \u00e0 des outils d'IA, les \u00e9quipes commerciales acc\u00e8dent \u00e0 des informations exploitables, des pr\u00e9visions de ventes \u00e0 l'aide \u00e0 la planification des comptes, en un clin d'\u0153il. L'IA automatise la g\u00e9n\u00e9ration de rapports, facilite les analyses d'activit\u00e9 et facilite la comparaison de sc\u00e9narios pour une prise de d\u00e9cision plus \u00e9clair\u00e9e et plus rapide.<\/p>\n\n\n\n

\u00c0 l'avenir, les \u00e9quipes commerciales exploiteront leurs donn\u00e9es via des requ\u00eates en langage naturel, obtenant ainsi des informations en temps r\u00e9el sur les promotions, les stocks et les performances des comptes. L'IA permettra de g\u00e9n\u00e9rer des argumentaires et des plans de vente personnalis\u00e9s, lib\u00e9rant ainsi les commerciaux des calculs manuels et permettant des interactions clients plus personnalis\u00e9es.<\/p>\n\n\n\n

Conseils d'experts :<\/em><\/strong> La cr\u00e9ation d'une biblioth\u00e8que d'invites, un ensemble organis\u00e9 de mod\u00e8les et de requ\u00eates pr\u00e9-approuv\u00e9s, peut am\u00e9liorer consid\u00e9rablement la coh\u00e9rence et la rapidit\u00e9 au sein de l'\u00e9quipe commerciale. Pour aller plus loin, des solutions comme <\/em>Recommandateur de lierre<\/em><\/a> peut dynamiser vos efforts gr\u00e2ce \u00e0 des conseils de vente intelligents, bas\u00e9s sur l'IA, con\u00e7us pour le march\u00e9 en \u00e9volution rapide d'aujourd'hui.<\/em><\/p>\n\n\n\n

D\u00e9velopper les comp\u00e9tences et l'\u00e9volutivit\u00e9 des centres de contact<\/h3>\n\n\n\n

Le service omnicanal demeure une opportunit\u00e9 inexploit\u00e9e pour de nombreuses marques de communication visuelle. Am\u00e9liorer le service client \u00e0 tous les points de contact peut transformer les interactions en moments g\u00e9n\u00e9rateurs de revenus. L'IA joue un r\u00f4le essentiel dans cette transformation en am\u00e9liorant l'efficacit\u00e9 op\u00e9rationnelle et en cr\u00e9ant des exp\u00e9riences client personnalis\u00e9es.<\/p>\n\n\n\n

Commencez par \u00e9quiper vos \u00e9quipes de service de chatbots comme Chatbot Ivy<\/a> et des assistants virtuels pour g\u00e9rer les demandes courantes. L'IA peut \u00e9galement automatiser les r\u00e9sum\u00e9s d'appels, g\u00e9n\u00e9rer des plans d'action, r\u00e9diger des e-mails de suivi et sugg\u00e9rer des recommandations de produits, permettant ainsi aux agents humains de se concentrer sur les interactions \u00e0 forte valeur ajout\u00e9e.<\/p>\n\n\n\n

Les repr\u00e9sentants sur le terrain peuvent \u00e9galement b\u00e9n\u00e9ficier d'informations bas\u00e9es sur l'IA qui pr\u00e9disent les probl\u00e8mes de service avant qu'ils ne surviennent, contribuant ainsi \u00e0 entretenir des relations clients solides. Une vue unifi\u00e9e des donn\u00e9es clients garantit aux agents et aux commerciaux une exp\u00e9rience de service fluide et de haute qualit\u00e9.<\/p>\n\n\n\n

Conseils d'experts :<\/em><\/strong> Connectez les \u00e9quipes de service et de vente sur une plateforme de donn\u00e9es partag\u00e9e pour favoriser un engagement client omnicanal coh\u00e9rent, que ce soit en magasin, en ligne ou au centre d'appels.<\/em><\/p>\n\n\n\n

Une feuille de route vers une croissance rentable<\/h3>\n\n\n\n

Pour les marques de biens de consommation, la croissance rentable en 2025 reposera sur l'utilisation intelligente des donn\u00e9es, la personnalisation \u00e0 grande \u00e9chelle et l'adoption de l'IA et de l'automatisation. La r\u00e9ussite passera par l'identification des points de friction au sein de l'entreprise et par l'application des technologies et strat\u00e9gies ad\u00e9quates pour d\u00e9bloquer de nouvelles opportunit\u00e9s. En se pr\u00e9parant d\u00e8s maintenant, les marques peuvent gagner en agilit\u00e9, en pertinence et en r\u00e9silience pour l'ann\u00e9e \u00e0 venir et au-del\u00e0. Les solutions intelligentes d'Ivy Mobility, bas\u00e9es sur l'IA, sont con\u00e7ues pour aider les entreprises de biens de consommation \u00e0 optimiser leurs donn\u00e9es, \u00e0 am\u00e9liorer la personnalisation et \u00e0 optimiser l'ex\u00e9cution des ventes. D\u00e9couvrez comment Ivy Mobility peut \u00e9quiper votre marque pour affronter 2025 et au-del\u00e0. Parlez \u00e0 notre expert<\/a> \u00e9quipe aujourd'hui.<\/p>","protected":false},"featured_media":14730,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[],"class_list":["post-14727","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nThe Growth Blueprint: Critical Moves Every CPG Brand Must Make Today - Ivy Mobility<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/fr\/blog\/the-growth-blueprint-critical-moves-every-cpg-brand-must-make-today\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Growth Blueprint: Critical Moves Every CPG Brand Must Make Today - Ivy Mobility\" \/>\n<meta property=\"og:description\" content=\"As we move through 2025, cautious optimism surrounds the economy, but uncertainty about consumer behavior remains. 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