Expérience client digitale : qui sont les meilleurs ?

Uptilab et Wavestone ont analysé et publié un baromètre qui évalue la qualité de l’écosystème digital et l’expérience client des entreprises du secteur du sport. 52 d’entre elles sont passées au microscope et certaines se démarquent.

Cette analyse de l’expérience client digitale a été réalisée avec 52 entreprises du secteur du sport parmi lesquelles des équipementiers, clubs et distributeurs. Au classement global, ce sont des équipementiers qui occupent les 3 premières marches du podium : Nike, Lacoste et Quiksilver.

etude-nike etude-lacoste etude-quiksilver

En termes de maturité digitale, Nike occupe la première place et est suivi d’Under Armour et de l’Olympique Lyonnais. La présence web, le multi-devices, l’optimisation du code, l’analyse de données et les réseaux sociaux sont analysés pour établir le classement.

Chez les équipementiers, 87 % des marques ont des sites web responsive, qui s’adaptent aux différents supports. Cette typologie d’entreprise est très présente sur les réseaux sociaux tout comme les clubs. C’est d’ailleurs le FC Barcelone qui possède le plus d’abonnés sur la plupart des plateformes sociales (Facebook, Twitter, Youtube, Google+), Nike est le grand vainqueur sur Twitter et Quiksilver sur Pinterest. Concernant la technique, les sites du secteur du sport présentent 50 % d’erreurs en moins que dans le milieu du luxe. Tous possèdent un outil d’analyse mais peu utilisent un système poussé (56 % utilisent le Tag management et 17 % l’AB testing).


Lacoste se place comme meilleure entité en termes d’user experience, la marque au croco est suivie par Nike et Décathlon. Les critères pris en compte dans l’analyse de l’user experience sont la proposition de valeur, la clarté de l’offre, la disponibilité, la friction et l’anxiété. Les marques ont bien compris l’enjeu de cette caractéristique digitale, 90 % d’entre elles n’hésitent plus à proposer du contenu et à partager des actualités sur leurs sites et sur les réseaux sociaux mais certaines ont encore beaucoup d’efforts à fournir. D’après l’étude, seulement 25 % des enseignes proposent aux internautes la possibilité de laisser un avis et parmi les équipementiers, moins de la moitié d’entre eux (42 %) montre ses produits portés. Concernant la personnalisation qui est très en vogue, 48 % des entreprises étudiées la proposent et parmi elles, les clubs sont 63 % à le faire.


Ces nombreux critères analysés mettent en lumière les points à améliorer pour les entreprises du secteur du sport. Les réseaux sociaux sont un sujet plutôt maitrisé à l’inverse des aspects plus techniques qui font défaut à certains acteurs du milieu. Ces derniers ne sont pas tous égaux car ils ne proposent pas les mêmes services et produits mais la production de contenu peut être faite par toutes les marques qu’elles soient distributeur, équipementier ou club.


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