{"id":45713,"date":"2025-10-07T08:09:14","date_gmt":"2025-10-07T06:09:14","guid":{"rendered":"https:\/\/www.emballagedigest.fr\/?p=45713"},"modified":"2025-10-08T07:15:14","modified_gmt":"2025-10-08T05:15:14","slug":"la-capsule-influence-lacte-dachat-du-vin","status":"publish","type":"post","link":"https:\/\/www.emballagedigest.fr\/en\/la-capsule-influence-lacte-dachat-du-vin\/","title":{"rendered":"La capsule influence l\u2019acte d\u2019achat du vin"},"content":{"rendered":"

Outre leur r\u00f4le en termes d\u2019hygi\u00e8ne et de protection, la capsule et la coiffe se r\u00e9v\u00e8lent comme de puissants stimuli\u00a0et des leviers \u00e9motionnels d\u00e9terminants de l\u2019acte d\u2019achat. C\u2019est la conclusion d\u2019une \u00e9tude neuromarketing in\u00e9dite men\u00e9e par le cabinet SenseCatch pour le groupe Crealis, fabricant de capsules pour vins tranquilles et effervescents.<\/strong><\/p>\n\n\n\n

Si son r\u00f4le fonctionnel est bien \u00e9tabli, la capsule restait\u00a0jusqu\u2019ici un angle mort du marketing vin. Le groupe Crealis a\u00a0souhait\u00e9 mesurer, au-del\u00e0 des fonctions de s\u00e9curit\u00e9, l\u2019impact\u00a0de la capsule sur la perception du consommateur : valeur\u00a0per\u00e7ue, attractivit\u00e9 en rayon, influence sur l\u2019achat. L\u2019\u00e9tude,\u00a0men\u00e9e par SenseCatch, allie technologies de pointe (eyetracking,\u00a0bio-tracking) et entretiens qualitatifs.<\/p>\n\n\n\n

Trente consommateurs r\u00e9guliers de vin (25-50 ans, tous\u00a0d\u00e9cideurs d\u2019achat) ont \u00e9t\u00e9 suivis dans un parcours d\u2019achat\u00a0reconstitu\u00e9 sous forme d\u2019un rayon de vin, avec des bouteilles\u00a0de vins rouges (marque fictive) avec et sans capsule, des\u00a0effervescents (marque fictive) avec et sans coiffes. Puis\u00a0un entretien et une d\u00e9gustation ont \u00e9valu\u00e9 leur rapport\u00a0avec les bouteilles encapsul\u00e9es afin d\u2019\u00e9tablir une analyse\u00a0s\u00e9mantique du vocabulaire exprim\u00e9 pour d\u00e9crire les vins\u00a0avec et sans capsules.<\/p>\n\n\n\n

L\u2019un des premiers enseignements de cette \u00e9tude est le r\u00f4le d\u00e9cisif\u00a0de la capsule dans l\u2019acte d\u2019achat r\u00e9v\u00e8le le r\u00f4le d\u00e9cisif de celle-ci\u00a0ans l\u2019acte d\u2019achat d\u2019une bouteille de vin, qu\u2019il soit tranquille ou\u00a0effervescent. Dans 9 cas sur 10, les consommateurs privil\u00e9gient les bouteilles coiff\u00e9es d\u2019une capsule, un choix syst\u00e9matique pour\u00a0les effervescents.<\/p>\n\n\n\n

Dans les rayons de vin, les bouteilles capsul\u00e9s ou coiff\u00e9s attirent\u00a0l\u2019attention compar\u00e9e \u00e0 une bouteille sans capsule. Son design\u00a0renforce la perception de qualit\u00e9 de la bouteille. En effet, selon SenseCatch, cet impact se refl\u00e8te sur la valeur per\u00e7ue de la bouteille et son positionnement prix. Une bouteille avec capsule b\u00e9n\u00e9ficie en moyenne d\u2019un positionnement sup\u00e9rieur, avec un prix attendu plus \u00e9lev\u00e9 que le prix moyen de r\u00e9f\u00e9rence, Les participants l\u2019associent \u00e0 un produit \u00ab plus prestigieux \u00bb, \u00ab plus s\u00fbr \u00bb et \u00ab de qualit\u00e9 sup\u00e9rieure \u00bb. \u00ab Sans elle, la bouteille semble inachev\u00e9e, voire n\u00e9glig\u00e9e \u00bb, r\u00e9sume un consommateur. Plus qu\u2019un d\u00e9tail esth\u00e9tique, la capsule influence aussi l\u2019exp\u00e9rience de d\u00e9gustation. En effet, le vin coiff\u00e9 d\u2019une capsule est jug\u00e9 plus agr\u00e9able et persistant.<\/p>\n\n\n\n

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Screenshot<\/figcaption><\/figure>\n\n\n\n

Gr\u00e2ce aux mesures biom\u00e9triques, l\u2019\u00e9tude r\u00e9v\u00e8le que la capsule suscite une r\u00e9ponse \u00e9motionnelle intense. Son toucher, sa brillance, sa couleur ou encore sa personnalisation d\u00e9clenchent un attachement sensoriel imm\u00e9diat. Ce lien se renforce lors de la manipulation. Au-del\u00e0 de l\u2019achat, la capsule valorise l\u2019exp\u00e9rience d\u2019ouverture et la d\u00e9gustation. Pour les vins rouges, o\u00f9 l\u2019ouverture n\u2019est pas prot\u00e9g\u00e9e par le bouchon \u00e0 fleur, la capsule influe \u00e9galement sur la perception d\u2019hygi\u00e8ne et de s\u00e9curit\u00e9. Pour les effervescents, en plus de cette question d\u2019hygi\u00e8ne elle renforce la perception de valeur et de prestige.<\/p>\n\n\n\n

L\u2019\u00e9tude souligne \u00e9galement l\u2019importance de la coh\u00e9rence graphique entre la capsule et l\u2019\u00e9tiquette, facteur cl\u00e9 de reconnaissance en rayon. Une capsule bien int\u00e9gr\u00e9e au design global renforce l\u2019identit\u00e9 de marque et am\u00e9liore la m\u00e9morisation. Les capsules personnalis\u00e9es augmentent sensiblement la perception de premiumisation, la diff\u00e9renciation et la d\u00e9sirabilit\u00e9. En rayon, les capsules color\u00e9es ou m\u00e9talliques attirent plus le regard, confirmant leur r\u00f4le d\u2019aimant visuel.<\/p>\n\n\n\n

Ces r\u00e9sultats confirment ce que les acteurs du packaging pressentaient : la capsule est bien plus qu\u2019un d\u00e9tail d\u2019habillage. C\u2019est un outil de s\u00e9lectivit\u00e9, de valeur per\u00e7ue et d\u2019engagement \u00e9motionnel. En contexte de mont\u00e9e en gamme des vins et de concurrence exacerb\u00e9e en rayon, cet \u00e9l\u00e9ment devient une pi\u00e8ce ma\u00eetresse du design et du storytelling. \u00ab Nous voulions objectiver ce que beaucoup ressentaient de mani\u00e8re intuitive \u00bb, explique Isabelle Gruard, Directrice marketing et communication du groupe Crealis. \u00ab Cette \u00e9tude montre qu\u2019en mati\u00e8re de vin, chaque d\u00e9tail compte, et que la capsule, en particulier, s\u2019int\u00e8gre au mix produit comme un v\u00e9ritable outil marketing \u00bb.<\/p>","protected":false},"excerpt":{"rendered":"

Outre leur r\u00f4le en termes d\u2019hygi\u00e8ne et de protection, la capsule et la coiffe se r\u00e9v\u00e8lent comme de puissants stimuli\u00a0et des leviers \u00e9motionnels d\u00e9terminants de l\u2019acte d\u2019achat. C\u2019est la conclusion d\u2019une \u00e9tude neuromarketing in\u00e9dite men\u00e9e par le cabinet SenseCatch pour le groupe Crealis, fabricant de capsules pour vins tranquilles et effervescents. Si son r\u00f4le fonctionnel […]<\/p>","protected":false},"author":3,"featured_media":45714,"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":[5,28,81],"tags":[],"class_list":["post-45713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentaire","category-article-entier","category-packaging"],"acf":[],"yoast_head":"\nLa capsule influence l\u2019acte d\u2019achat du vin - 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\/la-capsule-influence-lacte-dachat-du-vin\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La capsule influence l\u2019acte d\u2019achat du vin - Emballage Digest\" \/>\n<meta property=\"og:description\" content=\"Outre leur r\u00f4le en termes d\u2019hygi\u00e8ne et de protection, la capsule et la coiffe se r\u00e9v\u00e8lent comme de puissants stimuli\u00a0et des leviers \u00e9motionnels d\u00e9terminants de l\u2019acte d\u2019achat. C\u2019est la conclusion d\u2019une \u00e9tude neuromarketing in\u00e9dite men\u00e9e par le cabinet SenseCatch pour le groupe Crealis, fabricant de capsules pour vins tranquilles et effervescents. 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