Physical trade is slowly falling, it is a fundamental trend, and the era of omnicality is put forward to unite the best of both worlds (offline and online). Nevertheless, more than 90% of sales still take place in real life, but perennial uses are being pushed by pure Player like Amazon giants Alibaba. Logistics efforts, notably on the delivery of “J +” but “H +”, are pushing traditional commercial players to innovate in order to avoid the sneaky disruption that sets in slowly but surely in recent years.
A trade without fracture
From comfort to fluidity : innovation, eliminating friction zones, promoting physical and connected proximity, with this time-saving goal that leads to innovation and testing of service processes like increased delivery: paying with license plate, doing the analysis of the caddy (computer vision technology) without checkout. In China, we work on a 24-hour shop, with RFID, contactless payment, no cash. To favor a delivery available to the customer in relay points, to deliver the person and not a physical address with the concept of human address (delivery to the person where it is located, already in place with carriers from elsewhere). Reduce time, be there at the right time,
From site to messaging : ecommerce has lived, we move on to social commerce with the massive use of messageries (disappearance of traditional retail by a social ecosystem merchant: dixit D. Mangeon). 400% increase in social networking, messaging included since 2015! Some examples of adoption:
- Place de Marché Facebook located since this summer (frontal with leboncoin)
- Pinterest and buy it button
- Snap: shoppable ads with direct links on the product sheet
- Amazon: social network Spark social sales
- Chabtots: transactional but also conversational (30000 on Facebook)
Some figures of the observatory:
- 45% of French would like to buy on social networks
- 65% of 18-24 year olds trust their friends, family when buying
- 49% of -35 years old do everything on the Internet since their smartphone
An omniscient trade
From cognitive to emotional : the age of big data, better understanding of the consumer, but with artificial intelligence inserted during the act of purchase: 72% are afraid that trade is dehumanizing but deep technologies learning are precisely to take the opposite of this fear, with the era of assistance with connected speakers (Alexa, Google home), learning natural language for more humanization of the relationship.
Initiatives such as the “Zenta” banners, based on the biometric bracelet, or Apple with the purchase of an “emotion” start up that decrypts the faces, these advances in wearables and technos have been observed by these major retailers. Wallmart, the biggest chain store in the US, tests a customer flow analysis at the cash registers to feel the intensity of stress experienced by its customers!
Wallmart, the American crossroads, in california for the most geeks offers delivery ..in the fridge! Of course all this connected
A committed trade
From the offer to the employees : give back time and a role in the sales outlets of the sellers, good there is work because the study shows that 60% believes that the staff at the places of sale are incompetent. Efforts have to be made on Hosting, user-friendliness and expertise, 3 dimensions that employees can bring to clients (examples: ibm, Starbucks, LVMH who work with their team on programs, applications that link employees and networks social, etc. One word of passion is selling (eg Wegman or Starbucks with its empathy-based servers, using customized orders.
An Attractive Trade
Hard selling at soft selling : Experiment takes the place of the product, 44% feels less and less pleasure in the shops, more than 70% are frustrated by the product offer, lack of scripting and experience of purchase. The millennials bear this tendency. The live shows, are the future with services available (music, catering, community presence we find ourselves among enthusiasts around the event). Signs like Rapha with its club house, or concepts stores like “the found” in Geneva (a mashup of activities that goes from the start up to the barber shop). Another example is in France, with the Micromania brand, which is directing its concept of selling games to a place turned on pop culture, esport, gaming. This fusion attracts the communities of enthusiasts where events, meetings,
A militant trade
Militantism announced : social and societal commitment of brands: 79% believe that companies must act for society, and 1/3 find it normal that companies talk about politics. The Corporate Social Network (CSR) at Solveg focuses on the global protection of its employees, where the same maternity leave for everyone at keering. But it’s also Ben and Jerry, or Urban Outfiters in his opposition to D.Trump. Finally, Ikea and his Syrian house and Biocoop in its fight against pesticides, Monsanto are partisan speech that pleases their public.
A business .. simply
From one supermodel to another : the convergence of physical retail and the pure Player. Digital is not the ideal model, yes everyone loves the real life of retail but almost everyone, would like to 70%, find online what is found in the physical trade. Ldlc, Spartoo, Amazon these pure Player, open physical shops where the acquisition costs remain cheaper than those online.
So here is a broad picture, a picture of consumption trends, we will see in a next article, the parades used by traders to connect online and offline world. For those who want to review the entirety of this plenary: