{"id":12097,"date":"2016-02-09T14:46:40","date_gmt":"2016-02-09T14:46:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/le-magasin-comme-salle-de-classe-et-quatre-autres-tendances-retail\/"},"modified":"2016-02-09T14:46:40","modified_gmt":"2016-02-09T14:46:40","slug":"le-magasin-comme-salle-de-classe-et-quatre-autres-tendances-retail","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-magasin-comme-salle-de-classe-et-quatre-autres-tendances-retail\/","title":{"rendered":"Le magasin comme salle de classe \u2013 et quatre autres tendances retail"},"content":{"rendered":"

A quoi ressemblera le magasin de demain ? Une nouvelle \u00e9tude r\u00e9alis\u00e9e \u00e0 la demande de Westfield<\/strong>, l\u2019un des plus grands propri\u00e9taires de centres commerciaux au monde, \u00e9bauche l\u2019avenir du retail physique au travers de 5 tendances cl\u00e9s.<\/p>\n

<\/p>\n

Radicalement diff\u00e9rent<\/h2>\n

Les chercheurs ont interrog\u00e9 plus de 13.000 experts et consommateurs <\/a>aux Etats-Unis et au Royaume-Uni \u2013 les deux march\u00e9s o\u00f9 Westfield est actif. Leur conclusion ? Les shoppers s\u2019attendent \u00e0 ce que les retailers physiques aillent plus loin que la simple transaction et leur offrent une exp\u00e9rience plus riche.<\/p>\n

\n\u00ab Les magasins de mode de demain pourraient \u00eatre radicalement diff\u00e9rents \u00bb, estime Myf Ryan, Chief Marketing Officer, Westfield UK & Europe.\u00a0 Elle imagine une boutique de mode, qui invite les clients \u00e0 une r\u00e9union de mode vintage, qui les r\u00e9compense financi\u00e8rement pour le recyclage de vieux v\u00eatements, qui les aide \u00e0 trouver la tenue ad\u00e9quate en utilisant la r\u00e9alit\u00e9 virtuelle et qui leur pr\u00eate ensuite cette tenue pour aller \u00e0 une soir\u00e9e durant le weekend.<\/p>\n

\nVoici les cinq tendances retail, selon Westfield :<\/p>\n

\n1. Louer et non pas acheter<\/h2>\n

Les consommateurs commencent \u00e0 se familiariser avec l\u2019\u00e9conomie du partage, gr\u00e2ce notamment \u00e0 Uber<\/strong> et Airbnb<\/strong>. A pr\u00e9sent ils s\u2019attendent \u00e0 ce que les retailers suivent le mouvement. Un Britannique sur cinq souhaiterait louer des produits de son magasin favori. Pour les millennials en particulier (46% de la cat\u00e9gorie d\u2019\u00e2ge des 25 \u00e0 34 ans) louer est la norme.<\/p>\n

\u00a0<\/p>\n

Dans cette optique ils pensent surtout aux appareils de fitness (19%), aux voitures (16%), aux v\u00e9los (14%) et aux v\u00eatements (10%). Un cinqui\u00e8me des Britanniques int\u00e9ress\u00e9s par ce concept seraient pr\u00eats \u00e0 d\u00e9bourser 200 livres sterling par mois ou plus pour un abonnement illimit\u00e9 de v\u00eatements.<\/p>\n

\n2. Le magasin comme salle de classe<\/h2>\n

Les shoppers ne consid\u00e8rent pas le magasin uniquement comme un endroit o\u00f9 ils ach\u00e8tent des produits, mais \u00e9galement comme une salle de classe o\u00f9 ils peuvent s\u2019instruire et d\u00e9velopper un r\u00e9seau social.<\/p>\n

\nLes consommateurs souhaitent apprendre comment utiliser un produit ou comment le r\u00e9parer. Ils aimeraient suivre des cours de sant\u00e9 et de fitness, des formations de cuisine cr\u00e9ative, des sessions de maquillage ou encore se perfectionner dans le domaine digital.<\/p>\n

\u00a0<\/p>\n

3. R\u00e9compenser les bons choix<\/h2>\n

Il y a de la part des consommateurs une demande croissante de programmes de fid\u00e9lisation, qui r\u00e9compensent des bons choix de vie au lieu de transactions mon\u00e9taires uniquement. Les clients aiment \u00eatre r\u00e9compens\u00e9s pour leurs efforts en mati\u00e8re de recyclage, d\u2019efforts physiques, de vie de famille, d\u2019hygi\u00e8ne du sommeil et de charit\u00e9.<\/p>\n

\n4. Aide virtuelle demand\u00e9e<\/h2>\n

Le rapport pr\u00e9voit \u00e9galement que dans les ann\u00e9es \u00e0 venir la r\u00e9alit\u00e9 virtuelle sera omnipr\u00e9sente. Les shoppers s\u2019attendent \u00e0 ce que les produits pr\u00e9sent\u00e9s en magasin se rapprochent de leur environnement quotidien gr\u00e2ce \u00e0 la technologie VR.<\/p>\n

\nAinsi l\u2019utilisation de lunettes VR doit leur permettre de voir si les produits s\u2019int\u00e8grent bien dans leur int\u00e9rieur ou encore si une tenue leur va bien.<\/p>\n

\n5. Sollicitez tous les sens<\/h2>\n

Parall\u00e8lement \u00e0 l\u2019importance croissante de la technologie, la demande d\u2019exp\u00e9riences sensorielles exceptionnelles jouant sur les cinq sens augmente \u00e9galement. Les scientifiques, architectes et designers doivent donc collaborer pour cr\u00e9er ces environnements exceptionnels.<\/p>\n

\nLa possibilit\u00e9 de voir, toucher et tester les produits reste l\u2019atout majeur du magasin physique.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

A quoi ressemblera le magasin de demain ? Une nouvelle \u00e9tude r\u00e9alis\u00e9e \u00e0 la demande de Westfield, l\u2019un des plus grands propri\u00e9taires de centres commerciaux au monde, \u00e9bauche l\u2019avenir du retail physique au travers de 5 tendances cl\u00e9s. Radicalement diff\u00e9rent Les chercheurs ont interrog\u00e9 plus de 13.000 experts et consommateurs aux Etats-Unis et au Royaume-Uni […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nLe magasin comme salle de classe \u2013 et quatre autres tendances retail - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-magasin-comme-salle-de-classe-et-quatre-autres-tendances-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le magasin comme salle de classe \u2013 et quatre autres tendances retail - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"A quoi ressemblera le magasin de demain ? Une nouvelle \u00e9tude r\u00e9alis\u00e9e \u00e0 la demande de Westfield, l\u2019un des plus grands propri\u00e9taires de centres commerciaux au monde, \u00e9bauche l\u2019avenir du retail physique au travers de 5 tendances cl\u00e9s. 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