{"id":11234,"date":"2019-10-31T17:45:38","date_gmt":"2019-10-31T17:45:38","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=11234"},"modified":"2025-12-28T21:46:39","modified_gmt":"2025-12-28T21:46:39","slug":"tour-dhorizon-des-festivites-dans-la-region-emea","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/tour-dhorizon-des-festivites-dans-la-region-emea\/","title":{"rendered":"Tour d&rsquo;horizon des festivit\u00e9s dans la r\u00e9gion EMEA"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>La saison des c\u00e9l\u00e9brations est celle des promotions sonnantes et tr\u00e9buchantes. Aussi euphorique que magique, le \u00ab Golden Quarter \u00bb (litt\u00e9ralement trimestre en or) d\u00e9cuple les occasions pour les marketers de toucher leurs shoppers avec des offres sp\u00e9ciales et des messages cibl\u00e9s.<\/p>\n<p>Mais pour exploiter pleinement le rush de l&rsquo;hiver 2019, les retailers en Europe, au Moyen-Orient et en Afrique (r\u00e9gion EMEA), devront identifier les bonnes opportunit\u00e9s en fonction :<\/p>\n<ul>\n<li>Des f\u00eates c\u00e9l\u00e9br\u00e9es<\/li>\n<li>De la strat\u00e9gie adopt\u00e9e<\/li>\n<li>De la diversit\u00e9 du march\u00e9<\/li>\n<li>Des profils de consommateurs<\/li>\n<\/ul>\n<p>Criteo explore ces tendances dans son dernier rapport pour \u00e9clairer au mieux les retailers dans leurs prises de d\u00e9cision strat\u00e9gique, et guider leurs campagnes de fin d\u2019ann\u00e9e vers la r\u00e9ussite.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11251 size-large\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-1-min-1024x716.png\" alt=\"\" width=\"640\" height=\"448\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-1-min-1024x716.png 1024w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-1-min-300x210.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-1-min-768x537.png 768w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-1-min.png 1291w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>Aper\u00e7u\u00a0:<\/p>\n<h3><strong>Festivit\u00e9s et opportunit\u00e9s\u00a0: le parfait mix pour une saison magique<\/strong><\/h3>\n<p>Des scintillantes vitrines londoniennes d&rsquo;Oxford Street au coup d\u2019envoi des illuminations sur les Champs-\u00c9lys\u00e9es, en passant par les march\u00e9s de No\u00ebl aux envo\u00fbtantes senteurs de vin chaud et l\u2019ensoleillement f\u00e9\u00e9rique de l\u2019opulente et faste Duba\u00ef\u2026 Aux quatre coins de la r\u00e9gion EMEA, r\u00e8gne l&rsquo;euphorie g\u00e9n\u00e9rale. La magie op\u00e8re et la publicit\u00e9 prosp\u00e8re, plus inventive et attractive que jamais.<\/p>\n<p>Enjou\u00e9s par les festivit\u00e9s, les shoppers se laissent tenter, dopant au passage les ventes des retailers. Des \u00e9v\u00e9nements culturels (Reyes Magos en Espagne ou encore Wigilia en Pologne) aux rendez-vous shopping les plus incontournables (Halloween, Singles Day, Boxing Day\u2026), d\u00e9cryptage des f\u00eates de fin d&rsquo;ann\u00e9e dans la r\u00e9gion EMEA :<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11274\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/seasonal-shopping-graph-FR-1-min.png\" alt=\"\" width=\"1629\" height=\"749\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/seasonal-shopping-graph-FR-1-min.png 1629w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/seasonal-shopping-graph-FR-1-min-300x138.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/seasonal-shopping-graph-FR-1-min-768x353.png 768w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/seasonal-shopping-graph-FR-1-min-1024x471.png 1024w\" sizes=\"auto, (max-width: 1629px) 100vw, 1629px\" \/><\/p>\n<h3><strong>Golden Quarter 2019 : une occasion en or \u00e0 ne pas manquer<\/strong><\/h3>\n<p>La popularit\u00e9 du Black Friday et des autres \u00e9v\u00e9nements promotionnels font des f\u00eates de fin d&rsquo;ann\u00e9e une p\u00e9riode hautement strat\u00e9gique pour le retail. Pr\u00eats \u00e0 d\u00e9penser, les consommateurs sont plus que jamais \u00e0 l\u2019\u00e9coute des marques qui leur proposent des offres exclusives et voient dans ce trimestre en or une occasion unique de booster leurs chiffres d&rsquo;affaires.<\/p>\n<p>Toujours plus pr\u00e9sent dans la zone EMEA, Black Friday culmine \u00e0 117\u00a0% de croissance ann\u00e9e apr\u00e8s ann\u00e9e sur les cinq derni\u00e8res saisons. L&rsquo;optimisme est aussi au rendez-vous, alors que 67 % des retailers interrog\u00e9s par Criteo anticipent une forte hausse des ventes.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11253\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-3-min.png\" alt=\"\" width=\"548\" height=\"450\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-3-min.png 793w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-3-min-300x246.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-3-min-768x630.png 768w\" sizes=\"auto, (max-width: 548px) 100vw, 548px\" \/><\/p>\n<p><span lang=\"FR\">Dans la zone EMEA, Black Friday continue de battre des records de trafic et de ventes. Les shoppers britanniques investissent en moyenne 10,6 milliards de dollars pendant ce long week-end de soldes, les achats en ligne atteignant en moyenne 42,13 millions de dollars par heure. Outre-Rhin, les consommateurs d\u00e9pensent 7,35 milliards de dollars en ligne et en magasin, suivi de pr\u00e8s par les Fran\u00e7ais, avec 6 milliards de dollars de ventes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11275\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/more-than-just-a-normal-business-day-FR-min.png\" alt=\"\" width=\"526\" height=\"450\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/more-than-just-a-normal-business-day-FR-min.png 679w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/more-than-just-a-normal-business-day-FR-min-300x257.png 300w\" sizes=\"auto, (max-width: 526px) 100vw, 526px\" \/><\/p>\n<p><span lang=\"FR\">Pendant la saison des f\u00eates, les comportements d\u2019achat changent. Les consommateurs partent en qu\u00eate de bonnes affaires, de cadeaux et d&rsquo;articles de luxe, et du coup, ne sont plus dans une optique de besoin. High tech, beaut\u00e9, mode et sport\u2026 cette avalanche de promos leur permet avant tout de se faire plaisir.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11276\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/what-do-people-buy-FR-min.png\" alt=\"\" width=\"1073\" height=\"659\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/what-do-people-buy-FR-min.png 1073w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/what-do-people-buy-FR-min-300x184.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/what-do-people-buy-FR-min-768x472.png 768w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/what-do-people-buy-FR-min-1024x629.png 1024w\" sizes=\"auto, (max-width: 1073px) 100vw, 1073px\" \/><\/p>\n<h3><strong>Le march\u00e9 EMEA : une complexit\u00e9 \u00e0 surmonter, des attentes \u00e0 cerner <\/strong><\/h3>\n<p>La saison des f\u00eates dans la r\u00e9gion EMEA sonne le glas de l\u2019approche \u00ab one size fits all \u00bb : pour toucher des consommateurs europ\u00e9ens issus de cultures et de contextes socio\u00e9conomiques vari\u00e9s, un seul mot d\u2019ordre : l\u2019hyper-pertinence. Les facteurs tels que la stabilit\u00e9 de l&rsquo;\u00e9conomie et les diff\u00e9rences d\u00e9mographiques et culturelles sont essentiels pour permettre aux retailers de mieux comprendre les d\u00e9cisions d&rsquo;achat de leurs clients durant cette p\u00e9riode.<\/p>\n<p>Le rapport Criteo sur les f\u00eates de fin d\u2019ann\u00e9e explore en d\u00e9tail ce qui incite les shoppers de la r\u00e9gion EMEA \u00e0 acheter en ligne ou en magasin, d\u00e9crypte leur parcours omnicanal, et se penche sur leurs profils et principaux traits caract\u00e9ristiques, pays par pays.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11256\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-6-min.png\" alt=\"\" width=\"596\" height=\"699\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-6-min.png 596w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-6-min-256x300.png 256w\" sizes=\"auto, (max-width: 596px) 100vw, 596px\" \/><\/p>\n<h3><strong>L&rsquo;\u00e9mergence du \u00ab\u00a0conscious consumer\u00a0\u00bb<\/strong><\/h3>\n<p>Les \u00ab conscious consumers \u00bb fondent leurs d\u00e9cisions d&rsquo;achat sur les valeurs d&rsquo;une marque, se connectant \u00e9motionnellement aux produits qui refl\u00e9teront le plus leur \u00e9thique personnelle. Alors que la magie de No\u00ebl prend le pas sur le rationnel, le Golden Quarter repr\u00e9sente pour les retailers l\u2019opportunit\u00e9 de s\u00e9duire ces shoppers dont les d\u00e9cisions sont davantage dict\u00e9es par leurs \u00e9motions, et reposent sur une consommation engag\u00e9e.<\/p>\n<p>Avec trois mois pour agir, il est plus que jamais temps de mettre l&rsquo;accent sur ces nouvelles valeurs pour convaincre. Et il ne s&rsquo;agit pas de s&rsquo;arr\u00eater \u00e0 la fin d&rsquo;ann\u00e9e : pour rester \u00ab conscious \u00bb et fid\u00e9liser ces consommateurs responsables, les marques devront adapter leurs offres avant, pendant et apr\u00e8s la p\u00e9riode des f\u00eates.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11257\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-7-min.png\" alt=\"\" width=\"1165\" height=\"427\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-7-min.png 1165w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-7-min-300x110.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-7-min-768x281.png 768w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/10\/guide-to-festive-season-report-FR-7-min-1024x375.png 1024w\" sizes=\"auto, (max-width: 1165px) 100vw, 1165px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; La saison des c\u00e9l\u00e9brations est celle des promotions sonnantes et tr\u00e9buchantes. Aussi euphorique que magique, le \u00ab Golden Quarter \u00bb (litt\u00e9ralement trimestre en or) d\u00e9cuple les occasions pour les marketers de toucher leurs shoppers avec des offres sp\u00e9ciales et des messages cibl\u00e9s. Mais pour exploiter pleinement le rush de l&rsquo;hiver 2019, les retailers en [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":11250,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"coauthors":[556],"class_list":{"0":"post-11234","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","add_faq":false,"hide_post_from_listing":false,"remove_from_internal_search":false,"use_custom_cta":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tour d&#039;horizon des festivit\u00e9s dans la r\u00e9gion EMEA | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Dans son 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