{"id":23310,"date":"2021-08-31T00:00:00","date_gmt":"2021-08-31T00:00:00","guid":{"rendered":"https:\/\/www.emballagedigest.fr\/?p=23310"},"modified":"2021-09-06T13:56:19","modified_gmt":"2021-09-06T13:56:19","slug":"bouteille-connectee-le-numerique-renforce-le-marketing-experientiel","status":"publish","type":"post","link":"https:\/\/www.emballagedigest.fr\/en\/bouteille-connectee-le-numerique-renforce-le-marketing-experientiel\/","title":{"rendered":"Bouteille connect\u00e9e : le num\u00e9rique renforce le marketing exp\u00e9rientiel"},"content":{"rendered":"<p>Les technologies, telles que la r\u00e9alit\u00e9 augment\u00e9e ou les tags RFID \/ NFC, offrent un panel tr\u00e8s vaste d\u2019exp\u00e9riences consommateurs. En France, le secteur des vins et spiritueux commencent \u00e0 en percevoir le potentiel. Les prestataires sont pr\u00eats \u00e0 les accompagner pour aller plus loin.<\/p>\n<p>Des marques \u00e9trang\u00e8res ont r\u00e9cemment bluff\u00e9 les consommateurs en proposant sur leurs bouteilles des animations tr\u00e8s qualitatives en r\u00e9alit\u00e9 augment\u00e9e (RA), visibles sur leur smartphone en t\u00e9l\u00e9chargeant une application. Ils ont ainsi pu d\u00e9couvrir sur la bouteille Jack Daniel\u2019s Tennessee Whiskeyla distillerie \u00e0 la fa\u00e7on d\u2019un livre pop-up. <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.emballagedigest.fr\/dotclear\/images\/2021\/REVUE\/aout\/08_21_bouteille2.jpg\" alt=\"Texte Alternatif\" style=\"float:right; margin: 0 0 1em 1em;\" \/>Le producteur australien Treasury Wine Estate a audacieusement fait parler les personnages imprim\u00e9s sur les \u00e9tiquettes de sa gamme de vins 19Crimes, racontant une page d\u2019histoire de l\u2019Empire britannique. Moins spectaculaire, mais int\u00e9ressante sur le plan marketing, la bouteille Remy Martin Club connected, d\u2019abord distribu\u00e9e dans des discoth\u00e8ques en Chine, permet via une application et la technologie NFC de rejoindre le programme de fid\u00e9lit\u00e9 de la marque.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.emballagedigest.fr\/dotclear\/images\/2021\/REVUE\/aout\/08_21_bouteille3.jpg\" alt=\"Texte Alternatif\" style=\"float:left; margin: 0 1em 1em 0;\" \/>Le march\u00e9 fran\u00e7ais exploite encore peu les technologies num\u00e9riques \u00e0 des fins marketing. En 2020, le CIVB (Conseil interprofessionnel du Vin de Bordeaux) a \u00e9quip\u00e9 4 millions de bouteilles d\u2019une collerette imprim\u00e9e d\u2019un QR code, donnant acc\u00e8s \u00e0 des vid\u00e9os en ligne d\u2019un e-sommelier pr\u00e9sentant des typicit\u00e9s aromatiques et des accords mets et vins. Le groupe Ramondin a particip\u00e9 au d\u00e9veloppement de la coiffe Clo\u00e9, cr\u00e9\u00e9e par le SGV (Syndicat G\u00e9n\u00e9ral des Vignerons) sp\u00e9cifiquement pour les champagnes. Cette solution, bas\u00e9e sur un QR code, permet avant tout d\u2019assurer la tra\u00e7abilit\u00e9 des bouteilles et de prot\u00e9ger l\u2019appellation des contrefa\u00e7ons. Mais elle peut \u00e9galement apporter des compl\u00e9ments d\u2019informations aux consommateurs.<\/p>\n<p><em>Extrait de la revue n\u00b0 660 &#8211; Juillet\/Ao\u00fbt 2021. Reproduction interdite sauf accord \u00e9crit d&rsquo;Emballage Digest ou mention du support<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Les technologies, telles que la r\u00e9alit\u00e9 augment\u00e9e ou les tags RFID \/ NFC, offrent un panel tr\u00e8s vaste d\u2019exp\u00e9riences consommateurs. En France, le secteur des vins et spiritueux commencent \u00e0 en percevoir le potentiel. Les prestataires sont pr\u00eats \u00e0 les accompagner pour aller plus loin.<\/p>","protected":false},"author":1,"featured_media":33310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":0,"footnotes":""},"categories":[5,28],"tags":[],"class_list":["post-23310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentaire","category-article-entier"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bouteille connect\u00e9e : le num\u00e9rique renforce le marketing exp\u00e9rientiel - Emballage Digest<\/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:\/\/www.emballagedigest.fr\/en\/bouteille-connectee-le-numerique-renforce-le-marketing-experientiel\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bouteille connect\u00e9e : le num\u00e9rique renforce le marketing exp\u00e9rientiel - Emballage Digest\" \/>\n<meta property=\"og:description\" content=\"Les technologies, telles que la r\u00e9alit\u00e9 augment\u00e9e ou les tags RFID \/ NFC, offrent un panel tr\u00e8s vaste d\u2019exp\u00e9riences consommateurs. 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