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Quel bilan la marque en tire-t-elle ?",{"metadata":252,"sys":255,"fields":263},{"tags":253,"concepts":254},[],[],{"space":256,"id":258,"type":182,"createdAt":259,"updatedAt":259,"environment":260,"publishedVersion":187,"revision":262,"locale":29},{"sys":257},{"type":13,"linkType":14,"id":15},"2OcGurF090uO33KVSfez74","2022-03-24T09:28:15.944Z",{"sys":261},{"id":22,"type":13,"linkType":23},1,{"title":264,"description":54,"file":265},"Yse Paiement Fractionne",{"url":266,"details":267,"fileName":272,"contentType":198},"//images.ctfassets.net/b76knntgaaiu/2OcGurF090uO33KVSfez74/1c7e960343637292f8560d615963ef5d/Yse_Paiement_Fractionne.png",{"size":268,"image":269},20557,{"width":270,"height":271},550,400,"Yse_Paiement_Fractionne.png",{"data":274,"content":275,"nodeType":37},{},[276,293,336,344,351,406,413,420,427,434,442,449,456,463,476,496,503,514,521,529,545,552,567,574,585,592,599,610,617,624,631,696,700,707],{"data":277,"content":278,"nodeType":50},{},[279,283,289],{"data":280,"marks":281,"value":282,"nodeType":45},{},[],"Dans votre quotidien d’entrepreneur·e, vous devez prendre des décisions rapidement. Il n’est cependant pas toujours simple d’appréhender un sujet dans sa globalité en peu de temps, avant de décider de s’y lancer ou non. Par où débuter ? Quelles sont les bonnes pratiques et les points d’attention ? Que font les autres entreprises ? ",{"data":284,"marks":285,"value":288,"nodeType":45},{},[286],{"type":287},"bold","Dans cette rubrique, découvrez, deux fois par mois, le retour d’expérience d’une entreprise sur l’un de ces sujets de gestion pour vous aider à prendre les bonnes décisions",{"data":290,"marks":291,"value":292,"nodeType":45},{},[],". ",{"data":294,"content":295,"nodeType":50},{},[296,300,311,315,324,328,333],{"data":297,"marks":298,"value":299,"nodeType":45},{},[],"Pour l’inaugurer, nous avons échangé avec ",{"data":301,"content":303,"nodeType":310},{"uri":302},"https://www.linkedin.com/in/claragervais/",[304],{"data":305,"marks":306,"value":309,"nodeType":45},{},[307],{"type":308},"underline","Clara Gervais","hyperlink",{"data":312,"marks":313,"value":314,"nodeType":45},{},[],", directrice générale adjointe d’",{"data":316,"content":318,"nodeType":310},{"uri":317},"https://yse-paris.com/",[319],{"data":320,"marks":321,"value":323,"nodeType":45},{},[322],{"type":308},"Ysé",{"data":325,"marks":326,"value":327,"nodeType":45},{},[],", au sujet du ",{"data":329,"marks":330,"value":332,"nodeType":45},{},[331],{"type":287},"paiement fractionné",{"data":334,"marks":335,"value":292,"nodeType":45},{},[],{"data":337,"content":338,"nodeType":343},{},[339],{"data":340,"marks":341,"value":342,"nodeType":45},{},[],"Quelques mots sur le paiement fractionné","heading-2",{"data":345,"content":346,"nodeType":50},{},[347],{"data":348,"marks":349,"value":350,"nodeType":45},{},[],"Avant de partager avec vous le retour d’expérience de la marque, faisons un point rapide sur le paiement fractionné, encore appelé “paiement en plusieurs fois” ou “paiement échelonné”. Comme son nom l’indique, il s’agit de proposer un nouveau mode de paiement à vos client·es : au lieu de payer l’intégralité de son panier en une fois, une personne peut le régler en plusieurs échéances (la plupart du temps mensuelles). ",{"data":352,"content":353,"nodeType":50},{},[354,358,363,367,376,380,389,393,402],{"data":355,"marks":356,"value":357,"nodeType":45},{},[],"À savoir : ",{"data":359,"marks":360,"value":362,"nodeType":45},{},[361],{"type":287},"beaucoup de paiements fractionnés sont proposés en 3 ou 4 fois car s’ils sont inférieurs à 90 jours, ils ne sont pas soumis aux règles du crédit à la consommation",{"data":364,"marks":365,"value":366,"nodeType":45},{},[],". Cela facilite leur mise en place. Il est cependant possible de proposer des paiements en 10 ou 12 échéances également, mais il s’agira dans ce cas de crédit à la consommation. Plusieurs plateformes proposent leur solution pour intégrer le paiement fractionné à votre site e-commerce, que ce soit des start-up comme ",{"data":368,"content":370,"nodeType":310},{"uri":369},"https://getalma.eu/",[371],{"data":372,"marks":373,"value":375,"nodeType":45},{},[374],{"type":308},"Alma",{"data":377,"marks":378,"value":379,"nodeType":45},{},[]," ou ",{"data":381,"content":383,"nodeType":310},{"uri":382},"https://pledg.co/",[384],{"data":385,"marks":386,"value":388,"nodeType":45},{},[387],{"type":308},"Pledg",{"data":390,"marks":391,"value":392,"nodeType":45},{},[]," ou des acteurs bancaires traditionnels comme ",{"data":394,"content":396,"nodeType":310},{"uri":395},"https://www.oney.fr/",[397],{"data":398,"marks":399,"value":401,"nodeType":45},{},[400],{"type":308},"Oney",{"data":403,"marks":404,"value":405,"nodeType":45},{},[]," par exemple. Certaines vous règlent directement l’intégralité des paniers, puis remboursent leur avance sur les paiements clients et se chargent du recouvrement si besoin est. ",{"data":407,"content":408,"nodeType":50},{},[409],{"data":410,"marks":411,"value":412,"nodeType":45},{},[],"Le paiement fractionné dispose de plusieurs avantages pour les marques, notamment en e-commerce. Comment l’utiliser à bon escient ? Voici l’exemple d’Ysé, bonne lecture ! ",{"data":414,"content":415,"nodeType":343},{},[416],{"data":417,"marks":418,"value":419,"nodeType":45},{},[],"Ysé, marque pionnière du digital",{"data":421,"content":422,"nodeType":50},{},[423],{"data":424,"marks":425,"value":426,"nodeType":45},{},[],"Ysé a été créée il y a 10 ans, en 2012. C’est l’une des premières marques à se lancer avec un modèle 100% digital dans la mode. Au départ, Ysé est une marque de lingerie, qui s’adresse aux femmes ayant des petits bonnets. Peu à peu, l’offre de sous-vêtements s’enrichit et d’autres catégories univers sont proposées : désormais, la marque propose également des collections bain, homewear et nuit. ",{"data":428,"content":429,"nodeType":50},{},[430],{"data":431,"marks":432,"value":433,"nodeType":45},{},[],"Si l’histoire a débuté sur internet, elle se poursuit aujourd’hui aussi en magasin : Ysé a ouvert 6 boutiques (d'autres devraient suivre rapidement) et dispose également d’un corner au Bon Marché. ",{"data":435,"content":436,"nodeType":50},{},[437],{"data":438,"marks":439,"value":441,"nodeType":45},{},[440],{"type":287},"La marque est donc de celles qui sont “omnicanales”, comprendre à la fois digitales et retail. Aujourd’hui, 65% de son chiffre d’affaires est réalisé en ligne et 30% en points de vente Ysé (les 5% restants relèvent des partenariats BtoB avec des marques comme Monoprix ou Sézane).",{"data":443,"content":444,"nodeType":50},{},[445],{"data":446,"marks":447,"value":448,"nodeType":45},{},[],"Les deux canaux de distribution sont complémentaires, pour proposer une expérience unifiée aux clientes. C’est un vrai facteur clé de succès pour l’entreprise (spoiler : cela va nous intéresser pour le paiement fractionné, nous vous en reparlons très vite). ",{"data":450,"content":451,"nodeType":50},{},[452],{"data":453,"marks":454,"value":455,"nodeType":45},{},[],"Début 2022, Ysé est une entreprise 100% féminine (ce n’est pourtant pas un critère de recrutement !), avec 40 salariées entre 20 et 40 ans. Les produits sont dessinés à Paris dans le studio de la marque et ensuite mis au point entre Lille et Biarritz. Et pour la production des pièces, l'équipe a à cœur de choisir des matières dans un périmètre proche (ateliers français et européens en majorité) et de travailler avec les mêmes façonniers depuis début 2012, toujours dans un circuit proche (Portugal, Bulgarie, Tunisie ou Maroc). ",{"data":457,"content":458,"nodeType":343},{},[459],{"data":460,"marks":461,"value":462,"nodeType":45},{},[],"Pourquoi avoir mis en place le paiement fractionné chez Ysé ? ",{"data":464,"content":465,"nodeType":475},{},[466],{"data":467,"content":468,"nodeType":50},{},[469],{"data":470,"marks":471,"value":474,"nodeType":45},{},[472],{"type":473},"italic","“Je vais être honnête : au départ, nous n’étions pas du tout séduites à l’idée de proposer du paiement fractionné. Depuis sa création, Ysé s’attache à proposer de très belles pièces, avec des matières nobles et de qualité, à un prix abordable. Notre panier moyen était autour de 100€. Les services de paiement en plusieurs fois ne faisaient pas forcément sens pour nous.” ","blockquote",{"data":477,"content":478,"nodeType":50},{},[479,483,492],{"data":480,"marks":481,"value":482,"nodeType":45},{},[],"L’article aurait pu s’arrêter là… mais, en 2020, Ysé a fait peau neuve derrière les rideaux : passage de Prestashop à ",{"data":484,"content":486,"nodeType":310},{"uri":485},"https://apps.shopify.com/pennylane?locale=fr",[487],{"data":488,"marks":489,"value":491,"nodeType":45},{},[490],{"type":308},"Shopify",{"data":493,"marks":494,"value":495,"nodeType":45},{},[]," pour le site e-commerce, refonte de l’ERP et du CRM et nouveau logiciel de caisse. En back-office, les équipes disposent enfin d’une base client unifiée et en front-office, ces changements mettent mieux en valeur le catalogue de la marque.",{"data":497,"content":498,"nodeType":50},{},[499],{"data":500,"marks":501,"value":502,"nodeType":45},{},[],"C’est là que le paiement fractionné entre en jeu : ",{"data":504,"content":505,"nodeType":475},{},[506],{"data":507,"content":508,"nodeType":50},{},[509],{"data":510,"marks":511,"value":513,"nodeType":45},{},[512],{"type":473},"“Dans le cadre de notre refonte, nous avons souhaité proposer davantage de services. Le paiement en plusieurs fois en fait partie. Nous avons choisi de travailler avec Alma, une start-up française, qui est très robuste sur la partie technique.”",{"data":515,"content":516,"nodeType":50},{},[517],{"data":518,"marks":519,"value":520,"nodeType":45},{},[],"Avec une stratégie précise : un déploiement limité, pour les paniers de plus de 250€. Le but ? Lever l’hésitation chez les clientes qui souhaitent s’offrir plusieurs produits. ",{"data":522,"content":523,"nodeType":50},{},[524],{"data":525,"marks":526,"value":528,"nodeType":45},{},[527],{"type":287},"Aujourd’hui, le paiement fractionné représente 4% des commandes du site et concerne des paniers transversaux à plusieurs catégories dans la majorité des cas (lingerie, homewear …). ",{"data":530,"content":531,"nodeType":50},{},[532,536,541],{"data":533,"marks":534,"value":535,"nodeType":45},{},[],"Le choix s’avère payant, puisque le panier moyen est désormais passé à 130€-140€. Bien sûr, il faut noter qu’il s’agit du résultat de l’ensemble des actions menées, et non pas uniquement de l’impact du paiement en plusieurs fois. Cependant, il a trouvé sa clientèle et contribue à l’augmentation globale, en rendant les paniers premiums plus attractifs. Bonne nouvelle : ",{"data":537,"marks":538,"value":540,"nodeType":45},{},[539],{"type":287},"le taux de retour est le même que sur le reste des produits, ce mode de paiement convertit bien les ventes",{"data":542,"marks":543,"value":544,"nodeType":45},{},[],".",{"data":546,"content":547,"nodeType":343},{},[548],{"data":549,"marks":550,"value":551,"nodeType":45},{},[],"Payer en plusieurs fois, c’est possible aussi en boutique ! ",{"data":553,"content":554,"nodeType":50},{},[555,559,564],{"data":556,"marks":557,"value":558,"nodeType":45},{},[],"Peut-être ne le saviez-vous pas, mais ",{"data":560,"marks":561,"value":563,"nodeType":45},{},[562],{"type":287},"le paiement fractionné ne s’applique pas uniquement aux achats en ligne. Si votre entreprise est omnicanale, vous pouvez également le proposer en magasin",{"data":565,"marks":566,"value":544,"nodeType":45},{},[],{"data":568,"content":569,"nodeType":50},{},[570],{"data":571,"marks":572,"value":573,"nodeType":45},{},[],"C’est ce que fait Ysé depuis le mois de décembre 2021 et cela a du succès : sans avoir poussé le service pour le moment, la part de paiement fractionné parmi les achats globaux en boutique atteint la même que sur l’eshop.",{"data":575,"content":576,"nodeType":475},{},[577],{"data":578,"content":579,"nodeType":50},{},[580],{"data":581,"marks":582,"value":584,"nodeType":45},{},[583],{"type":473},"“Je suis convaincue que le paiement en plusieurs fois fonctionnera mieux en point de vente que sur notre site e-commerce dans peu de temps. En boutique, quand on touche les matières et qu’on essaie les pièces, on peut avoir plusieurs coups de cœur.\" ",{"data":586,"content":587,"nodeType":343},{},[588],{"data":589,"marks":590,"value":591,"nodeType":45},{},[],"Quels sont les avantages du paiement fractionné pour Ysé ? ",{"data":593,"content":594,"nodeType":50},{},[595],{"data":596,"marks":597,"value":598,"nodeType":45},{},[],"Si Ysé a décidé de mettre en place le paiement échelonné, c’est pour offrir de nouveaux services à ses clientes. Cela leur permet de s’offrir instantanément des paniers d’un montant important, en étant plus souple sur le paiement. Cela s’adapte d’ailleurs bien au fonctionnement de l’entreprise : ",{"data":600,"content":601,"nodeType":475},{},[602],{"data":603,"content":604,"nodeType":50},{},[605],{"data":606,"marks":607,"value":609,"nodeType":45},{},[608],{"type":473},"“Nous construisons une entreprise avec une croissance saine, des emplois durables et une production raisonnée. Nous lançons nos achats très en amont des ventes, nous faisons donc toujours le pari de la prudence. Cela veut dire que les quantités de chaque pièce sont limitées. Nos clientes savent que nos produits peuvent être rares, d’où l’envie potentielle d’acheter les pièces qui les séduisent immédiatement, afin de ne pas les louper.”",{"data":611,"content":612,"nodeType":50},{},[613],{"data":614,"marks":615,"value":616,"nodeType":45},{},[],"Par ailleurs, comme nous l’avons évoqué, ce service a participé à l’augmentation du panier moyen des clientes. ",{"data":618,"content":619,"nodeType":343},{},[620],{"data":621,"marks":622,"value":623,"nodeType":45},{},[],"Quelles sont les questions à se poser avant de proposer le paiement en plusieurs fois ?",{"data":625,"content":626,"nodeType":50},{},[627],{"data":628,"marks":629,"value":630,"nodeType":45},{},[],"Voici les quatre conseils de Clara Gervais sur le paiement fractionné : ",{"data":632,"content":633,"nodeType":695},{},[634,650,665,680],{"data":635,"content":636,"nodeType":649},{},[637],{"data":638,"content":639,"nodeType":50},{},[640,645],{"data":641,"marks":642,"value":644,"nodeType":45},{},[643],{"type":287},"Faites vos calculs. \n",{"data":646,"marks":647,"value":648,"nodeType":45},{},[],"Bien sûr, mettre en place un nouveau mode de paiement sur son site e-commerce ou dans ses boutiques a un coût. Les plateformes comme Alma prennent une commission. Renseignez-vous et faites des calculs précis. C’est comme cela qu’Ysé a notamment choisi le seuil des 250€, afin que cela reste rentable pour la marque une fois la commission retirée.","list-item",{"data":651,"content":652,"nodeType":649},{},[653],{"data":654,"content":655,"nodeType":50},{},[656,661],{"data":657,"marks":658,"value":660,"nodeType":45},{},[659],{"type":287},"Définissez vos avantages. \n",{"data":662,"marks":663,"value":664,"nodeType":45},{},[],"En lien avec le point précédent, Clara conseille de bien réfléchir aux avantages proposés en fonction des niveaux de paniers. Par exemple : ne pas forcément offrir à la fois la livraison et le paiement en plusieurs fois, pour que les clientes comprennent la valeur du service.",{"data":666,"content":667,"nodeType":649},{},[668],{"data":669,"content":670,"nodeType":50},{},[671,676],{"data":672,"marks":673,"value":675,"nodeType":45},{},[674],{"type":287},"Suivez les paniers. \n",{"data":677,"marks":678,"value":679,"nodeType":45},{},[],"Une fois que vous avez mis en place le paiement échelonné, intéressez-vous de près aux statistiques afin d’en tirer des leçons et, éventuellement, d’adapter votre stratégie. Pour quels paniers l’option est-elle utilisée ? S’agit-il de nouveaux clients ou de clients récurrents ? Le taux de retour augmente-t-il ? 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