{"id":27338,"date":"2026-02-04T18:30:36","date_gmt":"2026-02-04T23:30:36","guid":{"rendered":"https:\/\/leger360.com\/?p=27338"},"modified":"2026-02-04T18:30:37","modified_gmt":"2026-02-04T23:30:37","slug":"conseils-experts-pression-economique-volatilite-et-ia-le-parcours-dachat-change-de-nature","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-experts-pression-economique-volatilite-et-ia-le-parcours-dachat-change-de-nature\/","title":{"rendered":"Pression \u00e9conomique, volatilit\u00e9 et IA : le parcours d\u2019achat change de nature\u00a0"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4&Prime; theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">La pression \u00e9conomique, la volatilit\u00e9 des comportements et les d\u00e9cisions de plus en plus assist\u00e9es par l\u2019intelligence artificielle red\u00e9finissent profond\u00e9ment\u00a0<\/span><b><span data-contrast=\"auto\">comment<\/span><\/b><span data-contrast=\"auto\">,\u00a0<\/span><b><span data-contrast=\"auto\">o\u00f9<\/span><\/b><span data-contrast=\"auto\">\u00a0et\u00a0<\/span><b><span data-contrast=\"auto\">par qui<\/span><\/b><span data-contrast=\"auto\">\u00a0les d\u00e9cisions d\u2019achat sont prises.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Ce constat s\u2019est impos\u00e9 avec force au NRF Big\u00a0Retail\u00a0Show 2026. Le message est clair : le parcours d\u2019achat tel que nous l\u2019avons historiquement mod\u00e9lis\u00e9 \u2014 lin\u00e9aire, pr\u00e9visible et centr\u00e9 uniquement sur l\u2019humain \u2014 ne refl\u00e8te plus la r\u00e9alit\u00e9 v\u00e9cue aujourd\u2019hui par les\u00a0shoppers, ni celle \u00e0 laquelle font face les d\u00e9taillants et les entreprises de produits de consommation (CPG).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbUn consommateur sous pression, des d\u00e9cisions plus instables \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Dans un contexte de pression \u00e9conomique durable, les comportements d\u2019achat deviennent plus volatils. Les consommateurs comparent davantage, arbitrent plus souvent, changent plus facilement de marque ou de banni\u00e8re, et attendent une valeur claire, imm\u00e9diate et cr\u00e9dible \u00e0 chaque point de contact.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les d\u00e9taillants et les CPG, cela se traduit par des parcours d\u2019achat\u00a0<\/span><b><span data-contrast=\"auto\">moins lin\u00e9aires<\/span><\/b><span data-contrast=\"auto\">, plus fragment\u00e9s et fortement contextuels. Les mod\u00e8les classiques de\u00a0funnel\u00a0ou de parcours \u00ab moyen \u00bb peinent d\u00e9sormais \u00e0 expliquer des d\u00e9cisions prises sous contrainte, dans l\u2019urgence ou selon des missions tr\u00e8s sp\u00e9cifiques.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2026\/02\/AdobeStock_1786549740-scaled.jpeg\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb alt=\u00a0\u00bbShopping Cart\u00a0\u00bb title_text=\u00a0\u00bbColorful blocks with percentage signs stacked to resemble a graph with a shopping cart on top\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime; border_radii=\u00a0\u00bbon|10px|10px|10px|10px\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbQuand l\u2019IA devient un acteur du parcours d\u2019achat \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime; custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">\u00c0 cette complexit\u00e9 s\u2019ajoute une transformation majeure :\u00a0<\/span><b><span data-contrast=\"auto\">l\u2019intelligence artificielle n\u2019est plus seulement un outil d\u2019optimisation, elle devient un acteur actif du parcours d\u2019achat<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Des agents IA recherchent, filtrent, comparent et recommandent des produits avant m\u00eame que le consommateur humain n\u2019intervienne pleinement. Une part croissante des d\u00e9cisions se structure ainsi\u00a0<\/span><b><span data-contrast=\"auto\">en amont du contact direct avec la marque, le produit ou le magasin<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les d\u00e9taillants et les CPG, les implications sont tr\u00e8s concr\u00e8tes :<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">la\u00a0visibilit\u00e9 d\u2019un produit d\u00e9pend autant de sa pertinence pour l\u2019humain que de sa capacit\u00e9 \u00e0 \u00eatre comprise et prioris\u00e9e par l\u2019IA ;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">la\u00a0d\u00e9cision finale du\u00a0shopper\u00a0est souvent la validation d\u2019options d\u00e9j\u00e0 pr\u00e9s\u00e9lectionn\u00e9es ;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">ne\u00a0pas \u00eatre \u00ab choisi \u00bb par l\u2019agent, c\u2019est parfois ne pas exister dans la d\u00e9cision.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Nous \u00e9voluons progressivement d\u2019une logique B2C vers une r\u00e9alit\u00e9\u00a0<\/span><b><span data-contrast=\"auto\">B2C enrichie par l\u2019IA<\/span><\/b><span data-contrast=\"auto\">, o\u00f9 l\u2019humain et la machine\u00a0co-construisent\u00a0la d\u00e9cision.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbLe \u201cquoi\u201d ne suffit plus : le \u201ccomment\u201d devient strat\u00e9gique \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Un autre enseignement fort du NRF : la performance ne repose plus uniquement sur\u00a0<\/span><b><span data-contrast=\"auto\">ce que l\u2019on offre<\/span><\/b><span data-contrast=\"auto\">, mais sur\u00a0<\/span><b><span data-contrast=\"auto\">la fa\u00e7on dont l\u2019offre est pr\u00e9sent\u00e9e, comprise et v\u00e9cue<\/span><\/b><span data-contrast=\"auto\">\u00a0tout au long du parcours.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les d\u00e9taillants, le merchandising, la clart\u00e9 de l\u2019assortiment, la fluidit\u00e9 du parcours et la coh\u00e9rence entre les canaux deviennent aussi strat\u00e9giques que le produit lui-m\u00eame.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les CPG, cela implique de penser l\u2019offre au-del\u00e0 du produit : comment est-elle d\u00e9couverte, compar\u00e9e et comprise dans des contextes d\u2019achat de plus en plus rapides, filtr\u00e9s et assist\u00e9s par la technologie ?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">M\u00eame dans des environnements ax\u00e9s sur la rapidit\u00e9 et la convenance, l\u2019exp\u00e9rience \u2014 simple, intuitive et sans friction \u2014 devient un facteur cl\u00e9 de diff\u00e9renciation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbPourquoi la compr\u00e9hension du parcours d\u2019achat doit \u00eatre mise \u00e0 jour \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Face \u00e0 ces transformations, une question s\u2019impose pour les leaders du\u00a0retail\u00a0et des CPG :<\/span><span>\u00a0<br \/><\/span><i><span data-contrast=\"auto\">Peut-on encore prendre de bonnes d\u00e9cisions strat\u00e9giques avec des mod\u00e8les de compr\u00e9hension du parcours d\u2019achat con\u00e7us pour un monde plus stable et pr\u00e9-IA ?<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Les approches traditionnelles atteignent leurs limites lorsqu\u2019il s\u2019agit de comprendre :<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">l\u2019influence\u00a0r\u00e9elle de l\u2019IA dans la d\u00e9cision,<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">des\u00a0parcours fragment\u00e9s et acc\u00e9l\u00e9r\u00e9s,<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">l\u2019interaction\u00a0entre contraintes \u00e9conomiques, \u00e9motions et automatisation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Aujourd\u2019hui,\u00a0<\/span><b><span data-contrast=\"auto\">il ne suffit plus de suivre les parcours<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2026\/02\/AdobeStock_1195495159.png\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb alt=\u00a0\u00bbAI hand  holding a cart\u00a0\u00bb title_text=\u00a0\u00bbAdobeStock_1195495159&Prime; hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime; border_radii=\u00a0\u00bbon|10px|10px|10px|10px\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbLes insights shoppers doivent \u00e9voluer : passer du suivi des parcours \u00e0 la compr\u00e9hension des d\u00e9cisions. \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime; custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW38262105 BCX8\"><span class=\"NormalTextRun SCXW38262105 BCX8\">C\u2019est cette capacit\u00e9 \u00e0 d\u00e9coder<span>\u00a0<\/span><\/span><\/span><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW38262105 BCX8\"><span class=\"NormalTextRun SCXW38262105 BCX8\">pourquoi<\/span><\/span><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW38262105 BCX8\"><span class=\"NormalTextRun SCXW38262105 BCX8\"><span>\u00a0<\/span>une option est retenue \u2014 par l\u2019humain, par l\u2019IA, ou par les deux \u2014 qui permet r\u00e9ellement d\u2019\u00e9clairer les choix d\u2019assortiment, de merchandising, d\u2019exp\u00e9rience et d\u2019investissement.<\/span><\/span><span class=\"EOP SCXW38262105 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbAnticiper la prochaine g\u00e9n\u00e9ration de compr\u00e9hension du shopper journey \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Chez L\u00e9ger, l\u2019\u00e9volution du\u00a0retail\u00a0et des comportements d\u2019achat nourrit une r\u00e9flexion continue sur la fa\u00e7on dont le parcours d\u2019achat doit \u00eatre \u00e9tudi\u00e9, interpr\u00e9t\u00e9 et activ\u00e9.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Dans un monde marqu\u00e9 par la pression \u00e9conomique, la volatilit\u00e9 et l\u2019IA, il devient essentiel de faire \u00e9voluer les cadres d\u2019analyse traditionnels afin de mieux refl\u00e9ter la r\u00e9alit\u00e9 d\u00e9cisionnelle actuelle \u2014 et celle qui s\u2019installe.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Cette posture d\u2019anticipation et d\u2019innovation vise \u00e0 aider les d\u00e9taillants et les CPG \u00e0 prendre des d\u00e9cisions plus \u00e9clair\u00e9es dans un environnement o\u00f9 les r\u00e8gles du jeu \u00e9voluent rapidement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbConclusion : mieux comprendre pour maintenir et d\u00e9velopper ses parts de march\u00e9 \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Le parcours d\u2019achat n\u2019a jamais \u00e9t\u00e9 aussi strat\u00e9gique. Sous l\u2019effet combin\u00e9 de la pression \u00e9conomique, de la volatilit\u00e9 des comportements et de l\u2019intelligence artificielle, il \u00e9volue plus vite que les mod\u00e8les utilis\u00e9s pour l\u2019analyser.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les d\u00e9taillants et les entreprises de produits de consommation, l\u2019enjeu est clair :\u00a0<\/span><b><span data-contrast=\"auto\">mieux comprendre comment les d\u00e9cisions se prennent aujourd\u2019hui n\u2019est plus un exercice th\u00e9orique, c\u2019est une condition pour maintenir sa pertinence, prot\u00e9ger ses parts de march\u00e9 et cr\u00e9er les conditions de la croissance.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Dans un environnement o\u00f9 les choix sont de plus en plus filtr\u00e9s et acc\u00e9l\u00e9r\u00e9s, s\u2019appuyer sur une lecture d\u00e9pass\u00e9e du parcours d\u2019achat revient \u00e0 accepter un d\u00e9salignement strat\u00e9gique.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00c0 l\u2019inverse, les organisations qui sauront mettre \u00e0 jour leur compr\u00e9hension des d\u00e9cisions, int\u00e9grer le r\u00f4le de l\u2019IA aux c\u00f4t\u00e9s de l\u2019humain et aligner strat\u00e9gie, exp\u00e9rience et ex\u00e9cution sur cette nouvelle r\u00e9alit\u00e9 se donneront un avantage durable.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Mieux comprendre le parcours d\u2019achat aujourd\u2019hui, c\u2019est se donner les moyens de rester \u2014 et de cro\u00eetre \u2014 demain.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pression \u00e9conomique, la volatilit\u00e9 des comportements et les d\u00e9cisions de plus en plus assist\u00e9es par l\u2019intelligence artificielle red\u00e9finissent profond\u00e9ment\u00a0comment,\u00a0o\u00f9\u00a0et\u00a0par qui\u00a0les d\u00e9cisions d\u2019achat sont prises.\u00a0 Ce constat s\u2019est impos\u00e9 avec force au NRF Big\u00a0Retail\u00a0Show 2026. Le message est clair : le parcours d\u2019achat tel que nous l\u2019avons historiquement mod\u00e9lis\u00e9 \u2014 lin\u00e9aire, pr\u00e9visible et centr\u00e9 uniquement sur l\u2019humain \u2014 ne refl\u00e8te plus la r\u00e9alit\u00e9 v\u00e9cue aujourd\u2019hui par les\u00a0shoppers, ni celle \u00e0 laquelle font face les d\u00e9taillants et les entreprises de produits de consommation (CPG).\u00a0Dans un contexte de pression \u00e9conomique durable, les comportements d\u2019achat deviennent plus volatils. Les consommateurs comparent davantage, arbitrent plus souvent, changent plus facilement de marque ou de banni\u00e8re, et attendent une valeur claire, imm\u00e9diate et cr\u00e9dible \u00e0 chaque point de contact.\u00a0 Pour les d\u00e9taillants et les CPG, cela se traduit par des parcours d\u2019achat\u00a0moins lin\u00e9aires, plus fragment\u00e9s et fortement contextuels. Les mod\u00e8les classiques de\u00a0funnel\u00a0ou de parcours \u00ab moyen \u00bb peinent d\u00e9sormais \u00e0 expliquer des d\u00e9cisions prises sous contrainte, dans l\u2019urgence ou selon des missions tr\u00e8s sp\u00e9cifiques.\u00a0\u00c0 cette complexit\u00e9 s\u2019ajoute une transformation majeure :\u00a0l\u2019intelligence artificielle n\u2019est plus seulement un outil d\u2019optimisation, elle devient un acteur actif du parcours d\u2019achat.\u00a0 Des agents IA recherchent, filtrent, comparent et recommandent des produits [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"post_language_cat":[],"class_list":["post-27338","post","type-post","status-publish","format-standard","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pression \u00e9conomique, volatilit\u00e9 et IA : le parcours d\u2019achat change de nature\u00a0 - Leger<\/title>\n<meta name=\"description\" content=\"Pression \u00e9conomique, volatilit\u00e9 et IA transforment le parcours d\u2019achat. 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