21 research outputs found
Comment gĂ©rer les senteurs dâambiance ?
Il y a maintenant plus de 20 ans, je dĂ©butais une thĂšse en marketing sur la diffusion de senteurs dâambiance sur le point de vente. CĂŽtĂ© entreprise, cette pratique, encore confidentielle, se rĂ©sumait Ă quelques opĂ©rations ponctuelles. Faute de matĂ©riel adaptĂ©, il Ă©tait difficile dâenvisager son dĂ©veloppement et sâil nây avait pas eu les encouragements de pionniers comme Michael Moisseff, infatigable passeur avec son association Asquali, ou Laurent Moy qui mâapporta son soutien, jâaurais eu maintes raisons dâabandonner cette recherche. Est-ce la faiblesse de mes arguments ou le pragmatisme exagĂ©rĂ© des entreprises que je rencontrais, jâavais beaucoup de difficultĂ©s Ă convaincre une entreprise dâaccepter de mâaccueillir quelques semaines en son sein pour mener lâexpĂ©rimentation que je souhaitais rĂ©aliser pour Ă©tudier lâinfluence de la diffusion de senteurs dâambiance sur le comportement du consommateur. Finalement, câest la marque de prĂȘt Ă porter Caroll, que je nâaurai de cesse de remercier, qui mâapporta son soutien pour cette expĂ©rience. Dans la foulĂ©e, elle crĂ©a sa signature olfactive et Ă©quipa pendant 4 ans 80 magasins de diffuseurs de senteurs. Nous Ă©tions au dĂ©but des annĂ©es 2000 et il sâagit, Ă ma connaissance, de la premiĂšre opĂ©ration de cette ampleur au sein dâun rĂ©seau de distribution.
Aujourdâhui, tout a changĂ©. Le scepticisme de lâĂ©poque a presque disparu. On parle dĂ©sormais dâexpĂ©rience client, de marketing sensoriel, et le pragmatisme des professionnels ne peut ignorer le bĂ©nĂ©fice que lâon peut retirer de telles pratiques. La presse professionnelle se fait rĂ©guliĂšrement lâĂ©cho de ces pratiques qui concernent dĂ©sormais tous les secteurs : la banque, le prĂȘt-Ă -porter, le transport passager, les spectacles ou encore la grande distribution. Si cette pratique fait dĂ©sormais partie de la boĂźte Ă outils des professionnels du marketing, il nâen demeure pas moins important de comprendre ce monde des odeurs et ce quâil est possible dâattendre dâune telle utilisation des odeurs. En effet, il ne faudrait pas que le scepticisme de la fin des annĂ©es 90 se transforme en pratique dĂ©raisonnĂ©e. Câest pourquoi la premiĂšre partie de ce chapitre nous permettra de revenir sur les spĂ©cificitĂ©s associĂ©es aux senteurs dâambiance Ă travers les pouvoirs attachĂ©s aux odeurs et Ă ce que les chercheurs appellent « le syndrome de Proust ». Nous examinerons Ă©galement les conclusions que nous pouvons tirer des recherches menĂ©es sur lâinfluence des senteurs dâambiance et les spĂ©cificitĂ©s de la diffusion de senteurs dâambiance. Dans une seconde partie, nous proposerons un ensemble de recommandations managĂ©riales quant Ă lâutilisation de senteurs dâambiance dans le cadre de lâamĂ©nagement dâun magasin
Le Marketing sensoriel des points de vente : des résultats des recherches aux pratiques des distributeurs
The aim of this paper is to compare the knowledge, acquired in the academic environment, of the influence of the different factors of atmosphere on the customers\u27 reactions with the distributors\u27 practices in order to make a synthesis of a specific and emergent marketing : the sensory marketing of the store
Le magasin du futur : le phygital au service du smart shop
LâactualitĂ© nous conduit Ă nous interroger sur le devenir du magasin physique. En effet, ce modĂšle, qui semblait immuable, apparaĂźt malmenĂ© par la montĂ©e du commerce en ligne fruit de la troisiĂšme rĂ©volution industrielle. Ainsi, les « Department Stores » amĂ©ricains ont vu leur nombre de magasins diminuĂ©s de 20 % depuis 2013 (RBC Capital Markets - 2017). Ce mouvement touche Ă©galement les grandes enseignes de la distribution française. En 2012, Casino avait dĂ©jĂ annoncĂ© sa volontĂ© de rĂ©duire la taille moyenne de ses magasins Ă 7 000 mÂČ alors que certaines enseignes proposent des magasins avec plus de 20 000 mÂČ de surface de vente. Aujourdâhui, câest au tour de Carrefour, pionnier des hypermarchĂ©s, de constater que la bataille du non alimentaire est peut-ĂȘtre perdue et quâil est prĂ©fĂ©rable de porter ses efforts sur lâalimentaire en rĂ©affectant les surfaces de ses magasins.
Aussi, la pĂ©riode que nous vivons pourrait marquer une Ă©tape majeure pour le commerce de dĂ©tail physique. Certains posent la question de la survie du magasin physique face au commerce en ligne ; dâautres parient sur lâĂ©mergence dâun magasin phygital, fruit du mariage entre le physique et le digital. Quoi quâil en soit, câest sans doute la premiĂšre fois que semble mise en cause la nĂ©cessitĂ© de faire se rencontrer la marchandise au sein dâun espace physique. Cette transformation en cours nous amĂšne Ă nous interroger sur la maniĂšre dont les points de vente ont pu Ă©voluer au fil du temps. Ainsi, nous montrerons quâaprĂšs la RĂ©volution française se sont finalement deux voies quâont empruntĂ©es les commerçants de lâĂ©poque. La premiĂšre, directement liĂ©e Ă la premiĂšre rĂ©volution industrielle (celle du charbon et de la machine Ă vapeur), permit aux descendants des merciers de dĂ©velopper lâachat plaisir et trouva son apogĂ©e avec les Grands magasins. La seconde, qui trouve son origine dans la seconde rĂ©volution industrielle (celle de lâĂ©lectricitĂ© et de la production de masse), fut suivie par les descendants des Ă©piciers et trouvera son aboutissement avec le succĂšs des hypermarchĂ©s. Cette derniĂšre illustre la volontĂ© de maĂźtriser les flux, quâil sâagisse du flux marchandise ou du flux client. Ensuite, nous nous intĂ©resserons Ă la rĂ©volution en cours (celle de lâinformation et dâInternet) en montrant les innovations quâelle apporte au commerce physique et la maniĂšre dont elle transforme le point de vente et la nĂ©cessitĂ© quâil y a aujourdâhui Ă maĂźtriser cette masse dâinformations qui dĂ©ferle sur les commerçants. Dans un troisiĂšme temps, nous nous intĂ©resserons aux technologies disponibles. Tout dâabord, celles au service de lâatmosphĂšre du magasin. Ensuite, celles au service de lâergonomie avant de voir celles au service de la dimension symbolique du point de vente et celles au service de sa dimension relationnelle. Enfin, avant de conclure sur quelques questions opĂ©rationnelles, nous nous interrogerons sur les questions-clĂ©s Ă intĂ©grer dans la transformation digitale du point de vente. En effet, il est important de sâinterroger sur ce que souhaite le consommateur et sur la rentabilitĂ© des investissements rĂ©alisĂ©s dans la digitalisation du point de vente
L'influence de la musique d'ambiance sur le comportement du client : Revue de la littérature, défis méthodologiques et voies de recherches
International audienceL'étude de l'influence de la musique d'ambiance sur les réponses de l'acheteur en magasin est un champ de recherche en pleine émergence. Cet article résume l'ensemble des résultats obtenus par les chercheurs, révÚle les défis méthodologiques auxquels ils doivent faire face, et souligne les différentes voies de recherches qu'il reste à exploiter
Radioresistant laryngeal cancers upregulate type 1 IGF receptor and exhibit increased cellular dependence on IGF and EGF signalling
Objectives Patients failing radiotherapy for laryngeal squamous cell carcinoma (LSCC) often require salvage total laryngectomy which has major functional consequences, highlighting a need for biomarkers of radiotherapy resistance. In other tumour types, radioresistance has been linked to epidermal growth factor receptor (EGFR) and type 1 insulinâlike growth factor receptor (IGFâ1R). Here, we evaluated IGFâ1R and EGFR as predictors and mediators of LSCC radioresistance. Design We compared IGFâ1R and EGFR immunohistochemical scores in LSCC patients achieving longâterm remission postâradiotherapy (n=23), patients treated with primary laryngectomy (n=22) or salvage laryngectomy following radiotherapy recurrence (n=18). To model radioresistance in vitro, two LSCC cell lines underwent clinicallyârelevant irradiation to 55 Gy in 2.75 Gy fractions. Results IGFâ1R expression was higher in preâtreatment biopsies of radiotherapyâfailures compared with those in longâterm remission, and was upregulated postâradiotherapy. Patients undergoing primary laryngectomy had more advanced T/N stage and greater tumour IGFâ1R content than those achieving longâterm remission. Preâtreatment EGFR did not associate with radiotherapy outcomes but showed a trend to upregulation postâirradiation. In vitro, radiosensitivity was enhanced by inhibition of EGFR but not IGF. Repeated irradiation upregulated IGFâ1R in BICR18 and SQ20B cells and EGFR in SQ20B, and enhanced SQ20B radioresistance. Repeatedlyâirradiated SQ20B_55 cells were not radiosensitised by inhibition of IGF and/or EGFR, but IGFâ1R:EGFR coâinhibition suppressed baseline cell survival more effectively than blockade of either pathway alone, and more effectively than in parental cells. Conclusions Radiation upregulates IGFâ1R and may enhance IGF/EGFR dependence, suggesting that IGF/EGFR blockade may have activity in LSCCs that recur postâradiotherapy.</p
Nuclear IGF1R interacts with regulatory regions of chromatin to promote RNA Polymerase II recruitment and gene expression associated with advanced tumor stage
Internalization of ligand-activated type I IGF receptor (IGF1R) is followed by recycling to the plasma membrane, degradation or nuclear translocation. Nuclear IGF1R reportedly associates with clinical response to IGF1R inhibitory drugs, yet its role in the nucleus is poorly characterized. Here, we investigated the significance of nuclear IGF1R in clinical cancers and cell line models. In prostate cancers, IGF1R was predominantly membrane localized in benign glands, while malignant epithelium contained prominent internalized (nuclear/cytoplasmic) IGF1R, and nuclear IGF1R associated significantly with advanced tumor stage. Using ChIP-seq to assess global chromatin occupancy, we identified IGF1R-binding sites at or near transcription start sites of genes including JUN and FAM21, most sites coinciding with occupancy by RNA polymerase II (RNAPol2) and histone marks of active enhancers/promoters. IGF1R was inducibly recruited to chromatin, directly binding DNA and interacting with RNAPol2 to upregulate expression of JUN and FAM21, shown to mediate tumor cell survival and IGF-induced migration. IGF1 also enriched RNAPol2 on promoters containing IGF1R-binding sites. These functions were inhibited by IGF1/II-neutralizing antibody xentuzumab (BI 836845), or by blocking receptor internalization. We detected IGF1R on JUN and FAM21 promoters in fresh prostate cancers that contained abundant nuclear IGF1R, with evidence of correlation between nuclear IGF1R content and JUN expression in malignant prostatic epithelium. Taken together, these data reveal previously unrecognized molecular mechanisms through which IGFs promote tumorigenesis, with implications for therapeutic evaluation of anti-IGF drugs.Significance: These findings reveal a noncanonical nuclear role for IGF1R in tumorigenesis, with implications for therapeutic evaluation of IGF inhibitory drugs. Cancer Res; 78(13); 3497-509. ©2018 AACR
Nuclear IGF1R interacts with regulatory regions of chromatin to promote RNA Polymerase II recruitment and gene expression associated with advanced tumor stage
Internalization of ligand-activated type I IGF receptor (IGF1R) is followed by recycling to the plasma membrane, degradation or nuclear translocation. Nuclear IGF1R reportedly associates with clinical response to IGF1R inhibitory drugs, yet its role in the nucleus is poorly characterized. Here, we investigated the significance of nuclear IGF1R in clinical cancers and cell line models. In prostate cancers, IGF1R was predominantly membrane localized in benign glands, while malignant epithelium contained prominent internalized (nuclear/cytoplasmic) IGF1R, and nuclear IGF1R associated significantly with advanced tumor stage. Using ChIP-seq to assess global chromatin occupancy, we identified IGF1R-binding sites at or near transcription start sites of genes including JUN and FAM21, most sites coinciding with occupancy by RNA polymerase II (RNAPol2) and histone marks of active enhancers/promoters. IGF1R was inducibly recruited to chromatin, directly binding DNA and interacting with RNAPol2 to upregulate expression of JUN and FAM21, shown to mediate tumor cell survival and IGF-induced migration. IGF1 also enriched RNAPol2 on promoters containing IGF1R-binding sites. These functions were inhibited by IGF1/II-neutralizing antibody xentuzumab (BI 836845), or by blocking receptor internalization. We detected IGF1R on JUN and FAM21 promoters in fresh prostate cancers that contained abundant nuclear IGF1R, with evidence of correlation between nuclear IGF1R content and JUN expression in malignant prostatic epithelium. Taken together, these data reveal previously unrecognized molecular mechanisms through which IGFs promote tumorigenesis, with implications for therapeutic evaluation of anti-IGF drugs.Significance: These findings reveal a noncanonical nuclear role for IGF1R in tumorigenesis, with implications for therapeutic evaluation of IGF inhibitory drugs. Cancer Res; 78(13); 3497-509. ©2018 AACR
The pleiotropic movement disorders phenotype of adult ataxia-telangiectasia
International audienceOBJECTIVE:To assess the clinical spectrum of ataxia-telangiectasia (A-T) in adults, with a focus on movement disorders.METHODS:A total of 14 consecutive adults with A-T were included at 2 tertiary adult movement disorders centers and compared to 53 typical patients with A-T. Clinical evaluation, neurophysiologic and video-oculographic recording, imaging, laboratory investigations, and ATM analysis were performed.RESULTS:In comparison with typical A-T cases, our patients demonstrated later mean age at onset (6.1 vs 2.5 years, p < 0.0001), later loss of walking ability (p = 0.003), and longer survival (p = 0.0039). The presenting feature was ataxia in 71% and dysarthria and dystonia in 14% each. All patients displayed movement disorders, among which dystonia and subcortical myoclonus were the most common (86%), followed by tremor (43%). Video-oculographic recordings revealed mostly dysmetric saccades and 46% of patients had normal latencies (i.e., no oculomotor apraxia) and velocities. The α-fetoprotein (AFP) level was normal in 7%, chromosomal instability was found in 29% (vs 100% of typical patients, p = 0.0006), and immunoglobulin deficiency was found in 29% (vs 69%, p = 0.057). All patients exhibited 2 ATM mutations, including at least 1 missense mutation in 79% of them (vs 36%, p = 0.0067).CONCLUSION:There is great variability of phenotype and severity in A-T, including a wide spectrum of movement disorders. Karyotype and repeated AFP level assessments should be performed in adults with unexplained movement disorders as valuable clues towards the diagnosis. In case of a compatible phenotype, A-T should be considered even if age at onset is late and progression is slo