{"id":1408,"date":"2021-06-30T19:46:56","date_gmt":"2021-06-30T19:46:56","guid":{"rendered":"https:\/\/company.boxoffice.com\/?p=1408"},"modified":"2021-06-30T19:47:18","modified_gmt":"2021-06-30T19:47:18","slug":"online-sales-growth-accelerates-post-pandemic","status":"publish","type":"post","link":"https:\/\/company.boxoffice.com\/fr\/2021\/06\/30\/online-sales-growth-accelerates-post-pandemic\/","title":{"rendered":"La croissance des ventes en ligne s'acc\u00e9l\u00e8re apr\u00e8s la pand\u00e9mie"},"content":{"rendered":"

Les r\u00e9sultats du F9 sont d\u00e9sormais connus, avec un box-office encourageant pour ce week-end : $70M. On constate enfin un retour massif des cin\u00e9philes dans les salles, ce qui insuffle \u00e0 l'industrie espoir et enthousiasme pour les mois \u00e0 venir.\u00a0<\/span><\/p>\n

Chez The Boxoffice Company, nous avons cr\u00e9\u00e9 un rapport de r\u00e9f\u00e9rence pour dix grands r\u00e9seaux de cin\u00e9mas aux \u00c9tats-Unis et au Royaume-Uni en utilisant Google Analytics pour \u00e9valuer les performances en ligne actuelles par rapport aux pr\u00e9c\u00e9dentes et les mesurer par rapport \u00e0 une gamme de mesures.<\/span><\/p>\n

Bien que la pand\u00e9mie ait rendu les comparaisons significatives plus complexes pour certaines mesures, nous observons des changements spectaculaires dans le comportement des clients en ligne, en particulier la tendance \u00e0 l'achat de billets de cin\u00e9ma sur Internet. Bien que les volumes de visites sur les sites Web et de ventes de billets soient compr\u00e9hensiblement plus faibles, la pand\u00e9mie a acc\u00e9l\u00e9r\u00e9 la transition vers l'achat en ligne. Cette augmentation est \u00e9vidente dans les sauts statistiquement significatifs du taux de conversion (la proportion de personnes qui ach\u00e8tent lorsqu'elles visitent votre site Web). On assiste \u00e9galement \u00e0 une hausse g\u00e9n\u00e9ralis\u00e9e des valeurs moyennes des commandes en ligne, bien que nous croyions que plusieurs facteurs entrent ici en jeu.<\/span><\/p>\n

F9 contre Avengers : Endgame<\/b><\/p>\n

Pour replacer ces indicateurs dans leur contexte, nous avons compar\u00e9 les performances du week-end de lancement de F9 \u2013 le film le plus performant de la p\u00e9riode post-pand\u00e9mie \u2013 \u00e0 celles du week-end de sortie d'Avengers: Endgame, le film qui a \u2018 cass\u00e9 \u2019 Internet et explos\u00e9 le box-office pour devenir le film le plus rentable de tous les temps. Et voici ce que nous avons d\u00e9couvert :<\/span><\/p>\n

Taux de conversion<\/b><\/p>\n

L'\u00e9tude comparative a r\u00e9v\u00e9l\u00e9 un taux de conversion moyen de 8,21 TP3T pour le week-end de sortie de \u00ab F9 \u00bb, soit une augmentation de 201 TP3T par rapport au taux de conversion de \u00ab Avengers \u00bb. \u00c0 titre de comparaison, le taux de conversion moyen dans le secteur du commerce \u00e9lectronique s'\u00e9l\u00e8ve \u00e0 environ 31 TP3T, m\u00eame si les marques du secteur du divertissement affichent g\u00e9n\u00e9ralement des r\u00e9sultats l\u00e9g\u00e8rement sup\u00e9rieurs.<\/span><\/p>\n

Les films phares g\u00e9n\u00e8rent toujours un nombre important de r\u00e9servations anticip\u00e9es ; ainsi, une augmentation de 20% du taux de conversion est significative, car nous la comparons \u00e0 *Avengers* \u2013 le plus grand succ\u00e8s cin\u00e9matographique de tous les temps \u2013, et ce malgr\u00e9 un volume global de ventes en baisse.<\/span><\/p>\n

Cette hausse a \u00e9galement \u00e9t\u00e9 observ\u00e9e sur les appareils mobiles, pr\u00e8s de 85% de TOUTES les transactions ayant \u00e9t\u00e9 effectu\u00e9es \u00e0 partir d'un appareil mobile. En 2019, le taux moyen de conversion des transactions mobiles avoisinait les 78%.\u00a0\u00a0<\/span><\/p>\n

Les r\u00e9sultats confirment la tendance aux r\u00e9servations \u00e0 l'avance accentu\u00e9e par la pand\u00e9mie. La r\u00e9duction de la capacit\u00e9 d'accueil et la distanciation sociale ont rendu indispensable la r\u00e9servation pr\u00e9alable des places et la diminution des points de contact. De plus, de nombreux th\u00e9\u00e2tres sont pass\u00e9s \u00e0 un syst\u00e8me de places enti\u00e8rement r\u00e9serv\u00e9es, ce qui constituait d\u00e9j\u00e0 un facteur av\u00e9r\u00e9 de ventes en ligne.<\/span><\/p>\n

Panier moyen<\/b><\/p>\n

\u00c9galement appel\u00e9es \u2019 per-cap \u00bb, les valeurs moyennes des commandes ont \u00e9t\u00e9 sup\u00e9rieures de 15% lors du week-end de sortie de F9. Le \u00ab per-cap \u00bb est un indicateur fondamental pour les exploitants de salles de cin\u00e9ma : plus les recettes sont garanties \u00e0 l'avance, mieux c'est.\u00a0<\/span><\/p>\n

Il y a ici plusieurs facteurs contributifs : la croissance des exp\u00e9riences haut de gamme, qu'il s'agisse d'une exp\u00e9rience PLF ou d'options de si\u00e8ges haut de gamme telles que VIP, fauteuils inclinables ou si\u00e8ges chauffants, entra\u00eenent toutes un prix sup\u00e9rieur.\u00a0<\/span><\/p>\n

Nous avons \u00e9galement assist\u00e9 \u00e0 l'\u00e9mergence et \u00e0 l'adoption par les consommateurs de la restauration en ligne pendant la pand\u00e9mie, certains exposants int\u00e9grant d\u00e9sormais cette offre dans leur parcours de vente en ligne.\u00a0<\/span><\/p>\n

R\u00e9sum\u00e9<\/b><\/p>\n

Permettre aux cin\u00e9philes d'acheter en ligne facilement et en toute s\u00e9curit\u00e9 n'est qu'une partie du week-end r\u00e9ussi de l'industrie. Nous f\u00e9licitons les studios et les exploitants pour leurs efforts marketing visant \u00e0 ramener les cin\u00e9philes dans les salles. Nous vous souhaitons beaucoup de succ\u00e8s pour les mois et les ann\u00e9es \u00e0 venir, et nous avons h\u00e2te de voir encore plus de cin\u00e9philes remplir les salles pour des films tels que Black Widow, Space Jam, Suicide Squad et, osons le dire, No Time to Die.\u00a0\u00a0<\/span><\/p>\n

Contactez-nous si vous souhaitez obtenir de plus amples informations sur notre rapport comparatif et sur vos performances.<\/span><\/p>\n

 <\/p>\n

*D\u00e9finitions :<\/b><\/p>\n

Taux de conversion<\/b><\/p>\n

La proportion de transactions par rapport au nombre de sessions sur votre site web ou votre application mobile, exprim\u00e9e en pourcentage ; par exemple, 1 transaction pour 100 sessions correspond \u00e0 un taux de conversion e-commerce de 1%. Cet indicateur peut vous aider \u00e0 \u00e9valuer l'efficacit\u00e9 de vos actions marketing et de la conception de votre site. Pour toute entreprise de commerce en ligne, la valeur de r\u00e9f\u00e9rence se situe autour de 3%.<\/span><\/p>\n

Panier moyen<\/b><\/p>\n

La valeur financi\u00e8re moyenne de toutes les commandes sur une p\u00e9riode donn\u00e9e, incluant la valeur des ventes de billets, de la restauration, des cartes-cadeaux et des frais de service.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Les r\u00e9sultats du F9 sont d\u00e9sormais connus, avec un box-office encourageant pour le week-end : $70M. On constate enfin que les cin\u00e9philes<\/p>","protected":false},"author":10,"featured_media":1409,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[18,17,1],"tags":[],"class_list":["post-1408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-boost","category-digital-marketing","category-uncategorized"],"yoast_head":"\nOnline Sales Growth Accelerates Post Pandemic - The Boxoffice Company<\/title>\n<meta name=\"description\" content=\"The F9 results has an encouraging weekend Box Office of $70M. 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