{"id":130190,"date":"2025-10-01T16:56:30","date_gmt":"2025-10-01T14:56:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=130190"},"modified":"2025-10-01T16:56:31","modified_gmt":"2025-10-01T14:56:31","slug":"comment-lia-influence-le-comportement-dachat-et-4-autres-tendances","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-lia-influence-le-comportement-dachat-et-4-autres-tendances\/","title":{"rendered":"Comment l’IA influence le comportement d’achat et 4 autres tendances retail dominantes"},"content":{"rendered":"\n

L’intelligence artificielle (GenAI), la durabilit\u00e9 et le pouvoir d’achat sont les trois principaux facteurs qui d\u00e9terminent ce que les gens ach\u00e8tent, o\u00f9 et comment. C’est ce qui ressort de la derni\u00e8re \u00e9tude de Capgemini<\/strong>. L’\u00e9tude dresse le portrait d’un consommateur qui passe plus rapidement d’une marque ou d’un canal \u00e0 l’autre, qui adopte la technologie, mais qui reste critique en mati\u00e8re de prix et de durabilit\u00e9.<\/p>\n\n\n\n

1. La GenAI remplace les moteurs de recherche<\/h2>\n\n\n\n

Un quart des consommateurs ont d\u00e9j\u00e0 utilis\u00e9 GenAI pour faire leurs achats, et pr\u00e8s de la moiti\u00e9 de la g\u00e9n\u00e9ration Z. Pr\u00e8s de 60 % d\u00e9clarent avoir troqu\u00e9 les moteurs de recherche traditionnels contre des outils d’IA tels que ChatGPT pour trouver des produits. \u00ab Je pense que la GenAI va transformer profond\u00e9ment et largement le secteur de la grande distribution \u00bb, d\u00e9clare Yael Cosset, directeur informatique chez Kroger<\/strong>. Pourtant, la satisfaction diminue : seuls 32 % des utilisateurs se disent pleinement satisfaits des exp\u00e9riences d’achat bas\u00e9es sur l’IA, contre 41 % l’ann\u00e9e derni\u00e8re.<\/p>\n\n\n\n

2. La durabilit\u00e9 devient d\u00e9terminante<\/h2>\n\n\n\n

Au cours de l’ann\u00e9e \u00e9coul\u00e9e, 64 % des consommateurs ont achet\u00e9 des produits provenant d’entreprises r\u00e9put\u00e9es durables. Les jeunes g\u00e9n\u00e9rations sont particuli\u00e8rement concern\u00e9es : 73 % de la g\u00e9n\u00e9ration Z a d\u00e9clar\u00e9 trouver cela important. Pourtant, les consommateurs sont rarement pr\u00eats \u00e0 payer plus cher : la part des consommateurs qui d\u00e9pensent 1 \u00e0 5 % de plus pour des produits durables est pass\u00e9e de 30 % \u00e0 38 %, mais seuls 2 % sont pr\u00eats \u00e0 payer 20 % ou plus. Le gaspillage alimentaire est \u00e9galement une priorit\u00e9 : 71 % des consommateurs consid\u00e8rent qu’il s’agit d’un probl\u00e8me environnemental important et 73 % soutiennent les d\u00e9taillants qui s’y attaquent activement.<\/p>\n\n\n\n

3. Les r\u00e9seaux sociaux comme vitrine<\/h2>\n\n\n\n

Les r\u00e9seaux sociaux sont en train de devenir des march\u00e9s. En 2024, 32 % des consommateurs ont achet\u00e9 un produit via des plateformes telles qu’Instagram et TikTok, contre 24 % un an plus t\u00f4t. Chez la g\u00e9n\u00e9ration Z, cette proportion atteint m\u00eame 53 %. Les consommateurs utilisent de plus en plus les r\u00e9seaux sociaux non seulement pour les achats, mais aussi pour le service client : 27 % le font fr\u00e9quemment.<\/p>\n\n\n\n

4. Plus rapide, c’est mieux<\/h2>\n\n\n\n

La demande de \u00ab quick commerce \u00bb explose. Alors qu’en 2022, seul un tiers des consommateurs consid\u00e9rait la livraison dans les deux heures comme importante, ce chiffre passera \u00e0 65 % en 2024. Pour une livraison dans les dix minutes, ce pourcentage atteint m\u00eame 68 %. Les consommateurs semblent \u00e9galement pr\u00eats \u00e0 payer un suppl\u00e9ment : en moyenne 9 % de la valeur de la commande pour une livraison dans les deux heures, contre 6 % un an plus t\u00f4t.<\/p>\n\n\n\n

5. Le pouvoir d’achat reste au centre<\/h2>\n\n\n\n

Bien que l’inflation et la crise \u00e9nerg\u00e9tique p\u00e8sent moins lourdement que l’ann\u00e9e derni\u00e8re, 46 % des consommateurs s’inqui\u00e8tent encore pour leurs finances, contre 52 % en 2023. Cela se traduit dans leur comportement d’achat : 65 % choisissent plus souvent des marques maison ou des marques moins ch\u00e8res et 64 % visitent plusieurs magasins physiques pour trouver des offres.<\/p>\n\n\n\n

La fid\u00e9lit\u00e9 aux marques s’effrite \u00e9galement : sept consommateurs sur dix changent r\u00e9guli\u00e8rement de marque, souvent parce que les programmes de fid\u00e9lit\u00e9 et le partage des pr\u00e9f\u00e9rences ne conduisent pas \u00e0 de meilleures exp\u00e9riences. Deux tiers d’entre eux sont m\u00eame pr\u00eats \u00e0 changer de marque alimentaire si celle-ci offre un meilleur score nutritionnel. La \u00ab shrinkflation \u00bb (moins de contenu pour le m\u00eame prix) est particuli\u00e8rement irritante : trois quarts des mill\u00e9niaux souhaitent que les supermarch\u00e9s l’indiquent explicitement.<\/p>\n","protected":false},"excerpt":{"rendered":"

La derni\u00e8re \u00e9tude de Capgemini r\u00e9v\u00e8le que l’intelligence artificielle g\u00e9n\u00e9rative (GenAI), la durabilit\u00e9 et le pouvoir d’achat sont les trois principaux facteurs qui d\u00e9terminent ce que les gens ach\u00e8tent, o\u00f9 et comment. L’\u00e9tude dresse le portrait d’un consommateur qui passe plus rapidement d’une marque ou d’un canal \u00e0 l’autre, qui adopte la technologie, mais qui reste critique en mati\u00e8re de prix et de durabilit\u00e9.<\/p>\n","protected":false},"author":5,"featured_media":130191,"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":[15,25],"tags":[],"people":[],"extra":[43],"company":[],"topic":[275],"region":[],"class_list":["post-130190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","topic-analyse"],"acf":[],"yoast_head":"\nComment l'IA influence le comportement d'achat et 4 autres tendances retail dominantes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'intelligence artificielle (GenAI), la 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