« Votre boulanger est aussi bon que votre dernière baguette »
Il aura beau vous dire que c’est un mauvais jour, que vous avez récupéré la dernière de la fournée, votre déception de consommateur reste là.
En effet, s’il y a bien quelque chose que la société moderne nous a fourni, c’est le choix : à tout moment je peux choisir entre 4 restaurants, 2 pharmacies et 24 produits de dentifrice au supermarché. Même si parfois on se retrouve un peu perdu face à tout ça, cela questionne notre rapport de loyauté aux marques.
D’ailleurs si vous n’êtes pas d’accord avec l’exemple du boulanger, l’économiste Albert Hirschman considère que vous avez plutôt un profil de « loyauté de marque ».
En effet, selon Hirschman, il existe 3 façons de réagir lorsqu’un produit vous a déçu.
Exit et la course au meilleur produit :
C’est la catastrophe, vous aviez acheté tous vos cadeaux de Noël sur Amazon et votre boite aux lettres est encore vide le 24 décembre … Vous diriez même que votre Noël est gâché et que plus jamais vous ne passerez par eux. Capri c’est fini, vous avez tranché et vous changez de marques.
Voice et le pouvoir des commentaires sur les réseaux sociaux :
S’il y a bien une chose que les community managers ont bien compris, c’est que les consommateurs ont des choses à dire. Que ce soit pour dénoncer une arnaque sur Airbnb ou pour essayer de gratter des compensations sur votre site de livraison préféré, vous avez décidé de dénoncer. Comme dirait Émile Zola, « J’accuse » que la pizza n’était pas fraiche quand je l’ai reçu.
Loyalty, la confiance et les habitudes forment notre monde
Vous allez chez le coiffeur sauf qu’il n’a pas bien dormi la veille et vous voilà avec un look « chaussé aux moines ». Sauf que c’est votre coiffeur, il s’occupe de toute la famille depuis toujours et vous l’aimez bien. Donc vous lui pardonnez, en jetant un œil à sa tête au prochain RDV…
Et les marques qu’on ne choisit pas vraiment dans tout ça ?
Tout cela c’est bien sympathique mais qu’en est-il des marques que l’on consomme tous, même si au fond de nous on les déteste ? Il y a tant de produits de notre quotidien que l’on regrette d’acheter, mais au fond on les adore.
Petit tour d’horizon de deux marques que l’on adore détester
Facebook c’est 1,5 milliards d’utilisateurs actifs, vous l’utilisez tout le temps, je vous fais même le pari que vous êtes sur cet article via le fameux réseaux social (Comme j’ai gagné, allez donc checker ce lien avec mon dernier article, pour vous et pour moi ça vaut le détour : https://gnitekram.fr/8-musees-connectes-experiences-digitales/).
Et en même temps on a tellement de raisons de détester Facebook :
– Parce qu’on sait quand on commence à scroller mais pas quand on va s’arrêter
– Parce que son utilisation est obsolète face aux photos et aux tweets d’Instagram et Twitter
– Parce que l’on sait que nos données sont exploitées à des fins commerciales,
– Etcetera, etcetera …
Apple
Apple, c’est le géant qui a révolutionné le monde de l’informatique grand public : un design simple et élégant, des produits ergonomiques et compréhensibles par tous (même les plus petits).
Très rapidement, malgré ses prix prohibitifs, Apple s’est imposé comme un champion, mais à quel prix ?
Et pourtant Apple c’est aussi :
– Des produits à l’obsolescence programmée qui créent d’énormes déchets non recyclables pour l’environnement
– Des conditions de travail dégradantes dans les usines de production de Shanghai qui se rapproche de l’esclavagisme moderne
– Une fuite fiscale organisée qui permet au groupe de ne payer qu’environ 2% d’impôts sur ces bénéfices (malgré les sanctions prises par la Commission Européenne).
Qu’est ce qui nous pousse tant à utiliser ces marques que l’on déteste :
Pourquoi est-ce que le boycott se brise là où notre confort et nos habitudes se forment et surtout quel est le ou les élément(s) déterminant(s) qui nous pousse à enfin changer notre consommation ?
C’est surement la question que tout bon marketeur se pose un jour, et la réponse, s’il en existe une, nous permettra peut-être de résoudre les enjeux les plus problématiques de notre joyeux 21-ème siècle.
Paul R.
N’hésitez pas à aller voir mon autre article : https://gnitekram.fr/8-musees-connectes-experiences-digitales/
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