Le digital au sein du marché des obsèques.
«Le funéraire, un e-business comme les autres ?» semble être une interrogation importante de nos jours. En effet, plusieurs récentes initiatives nous montrent que le marché des obsèques est en plein boom, notamment dans le secteur du digital. L’exemple le plus représentatif est le phénomène des QR codes sur les pierres tombales qui met l’accent sur la volonté et le besoin des clients de personnaliser d’avantages leurs funérailles.
L’entreprise Epitag.com propose ainsi sur son site e-commerce la personnalisation de plaques QR codes pour les proches d’un défunt.
Le marché du funéraire devient donc aujourd’hui de plus en plus « connecté ». D’après une récente enquête, les français sont séduits par l’idée d’organiser eux-mêmes les funérailles de leurs proches défunts via Internet.
Et si on restait connecté après la mort ?
La pratique du digital, dans le secteur des obsèques, se développe de plus en plus et on voit notamment apparaître des « sites du souvenir » comme « www.alloleciel.fr », où les internautes peuvent à la fois poster des hommages à leurs proches défunts dans la rubrique « Une pensée pour ceux qui nous manquent » et éditer des devis de services funéraires dans l’onglet « Services ».
Il devient également de plus en plus fréquent que les membres d’une même famille prennent souvent l’initiative de créer des interfaces web à accès privés afin de partager des témoignages de la vie des défunts (photos, vidéos etc.) ainsi que des souvenirs avec ces derniers.
« C’est du moins la promesse du marché funéraire, en pleine révolution, où relooking, marketing et management nouvelle génération, diplôme universitaire et approche psycho sociétale inédits bouleversent tous les codes du métier, aux prises avec des clichés immémoriaux. », Delphine de Mallevoüe
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