{"id":27148,"date":"2018-06-27T12:38:51","date_gmt":"2018-06-27T12:38:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/cinq-tendances-a-lere-du-retail-phygital-2\/"},"modified":"2018-06-27T12:38:51","modified_gmt":"2018-06-27T12:38:51","slug":"cinq-tendances-a-lere-du-retail-phygital-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/cinq-tendances-a-lere-du-retail-phygital-2\/","title":{"rendered":"Cinq tendances \u00e0 l\u2019\u00e8re du retail \u2018phygital\u2019"},"content":{"rendered":"

Les retailers et les marques se doivent d\u2019\u00eatre hyper-empathiques pour satisfaire le consommateur volatil, estime Matthieu Loitron de l\u2019agence Havas Paris. Le \u2018Smart phygital\u2019 <\/em>repr\u00e9sente l\u2019avenir et les tendances suivantes donnent le ton.<\/p>\n

<\/p>\n

1. Le parcours d\u2019achat devient un parcours de vie<\/h2>\n

Les shoppers n\u2019ont plus besoin de magasins : ils consid\u00e8rent le shopping comme une corv\u00e9e. Ceci a donn\u00e9 lieu \u00e0 une nouvelle relation client : pour bon nombre de retailers et de marques le focus du parcours clients \u00e9volue vers une int\u00e9gration compl\u00e8te dans le parcours de vie du consommateur, avec pour slogan \u2018Toujours et partout\u2019. La proximit\u00e9, l\u2019e-commerce et le direct-to-consumer ont le vent en poupe ; les hypermarch\u00e9s et supermarch\u00e9s se voient menac\u00e9s. Les jeunes pr\u00e9f\u00e8rent rester chez eux et se faire livrer des repas ou des courses \u00e0 domicile, de pr\u00e9f\u00e9rence end\u00e9ans l\u2019heure, comme s\u2019est d\u00e9j\u00e0 possible chez Shipt <\/strong>aux Etats-Unis ou encore chez ele.me <\/strong>en Chine (plateforme qui a \u00e9t\u00e9 reprise par Alibaba<\/strong>). Et prenez Bodega<\/strong>, une start-up cr\u00e9\u00e9e par deux ex-collaborateurs de Google, qui souhaitent remplacer le magasin de proximit\u00e9 en installant dans des endroits tr\u00e8s fr\u00e9quent\u00e9s (bureaux, immeubles d\u2019appartements, clubs de fitness, \u2026) des distributeurs automatiques, accessibles via une app<\/a>.<\/p>\n

\n2. L\u2019\u00e8re de la conversation<\/h2>\n

Les assistants vocaux s\u2019introduisent dans la vie quotidienne des consommateurs. Il est possible aujourd\u2019hui de commander ses courses par la voix et les machines vous r\u00e9pondent : elles vous donnent des conseils et des suggestions d\u2019achat, gr\u00e2ce \u00e0 l\u2019intelligence artificielle et des bots malins. Les r\u00e9centes alliances <\/a>entre Amazon<\/strong> et Monoprix<\/strong> et entre Carrefour<\/strong> et Google<\/strong> sont un pr\u00e9sage. Dans ce nouveau contexte le grand d\u00e9fis pour les marques consistera \u00e0 maintenir leur visibilit\u00e9.<\/p>\n

\n3. Transparence, durabilit\u00e9 et sant\u00e9<\/h2>\n

Les consommateurs se montrent parfois tr\u00e8s m\u00e9fiants \u00e0 l\u2019\u00e9gard des retailers et des fabricants. Ils consid\u00e8rent que bon nombre de produits sont mauvais pour la sant\u00e9 et nuisent \u00e0 l\u2019environnement. Ceci contraint les retailers et les fabricants\u00a0 \u00e0 \u00eatre plus transparents et \u00e0 d\u00e9velopper des outils pour r\u00e9tablir la confiance. L\u2019app du chinois Hema <\/strong>(Alibaba) par exemple informe les shoppers de l\u2019empreinte \u00e9cologique de chaque produit. Tesco <\/strong>pour sa part a introduit des \u2018safety bags\u2019 qui \u00e9liminent les r\u00e9sidus de pesticides sur les fruits et l\u00e9gumes<\/a>.<\/p>\n

\n4. Des donn\u00e9es, des donn\u00e9es et encore des donn\u00e9es \u2026<\/h2>\n

Dans quelle mesure le consommateur est-il dispos\u00e9 \u00e0 partager des informations personnelles avec les marques et les retailers ? Les donn\u00e9es permettent un processus d\u2019achat optimal, mais la confidentialit\u00e9 reste un point sensible. Sommes-nous pr\u00eats \u00e0 nous faire implanter une puce \u00e9lectronique sous la peau pour payer sans contact ? Gr\u00e2ce \u00e0 une app comme Facenote<\/strong>, les retailers sont en mesure de reconna\u00eetre les clients qui entrent dans leur magasin, \u00e0 condition que le client donne sa permission. Mais les marques peuvent \u00e9galement opter pour une approche low-tech pour garantir l\u2019anonymat.<\/p>\n

\n5. Le nouveau discount branch\u00e9<\/h2>\n

Toutefois il y a une constante qui ne changera jamais : le consommateur veut en avoir pour son argent. De nouveaux concepts r\u00e9pondent \u00e0 cette exigence, \u00e0 l\u2019aide de technologies innovantes. Songez aux h\u00f4tels de luxe abordables Citizen M<\/strong> ou encore \u00e0 la marque lifestyle Hiima<\/strong>, qui en \u00e9liminant les interm\u00e9diaires est en mesure de proposer des produits haut de gamme trois \u00e0 quatre fois moins chers. Beauty Pie <\/strong>fait de m\u00eame dans le secteur des cosm\u00e9tiques. Tout comme Polette<\/strong> : des lunettes design \u00e0 petits prix<\/a>. Aujourd\u2019hui le discount est plus branch\u00e9 que jamais.<\/p>\n

\nParis Retail Week<\/h2>\n

Ces conclusions ressortent du troisi\u00e8me Havas Shopper Observer, un rapport r\u00e9alis\u00e9 sur base d\u2019entretiens avec 4000 consommateurs en France, en Chine et aux Etats-Unis. Pour d\u00e9couvrir en live\u00a0les derni\u00e8res tendances et applications du retail, ne manquez pas la \u2018Paris Retail Week\u2019<\/strong>, qui se tiendra du 10 au 12 septembre. Ce salon est d\u00e9di\u00e9 \u00e0 la fois au commerce physique (Equipmag,\u00a0 am\u00e9nagement du magasin et technologie) et au e-commerce. Les organisateurs attendent plus de 800 exposants et 40.000 visiteurs professionnels.<\/p>\n

\nCette ann\u00e9e le th\u00e8me central est le \u2018Smart Phygital\u2019<\/em>, soit la combinaison intelligente du retail physique et digital. L\u2019\u00e9v\u00e9nement comprend \u00e9galement un programme de conf\u00e9rences internationales, la remise des Paris Retail Awards, un espace start-ups, des business meetings et des Paris Retail Tours pour d\u00e9couvrir les concepts retail dernier cri du paradis du shopping qu\u2019est la capitale fran\u00e7aise.<\/p>\n

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

Les retailers et les marques se doivent d\u2019\u00eatre hyper-empathiques pour satisfaire le consommateur volatil, estime Matthieu Loitron de l\u2019agence Havas Paris. Le \u2018Smart phygital\u2019 repr\u00e9sente l\u2019avenir et les tendances suivantes donnent le ton. 1. Le parcours d\u2019achat devient un parcours de vie Les shoppers n\u2019ont plus besoin de magasins : ils consid\u00e8rent le shopping comme […]<\/p>\n","protected":false},"author":1,"featured_media":27145,"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-27148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nCinq tendances \u00e0 l\u2019\u00e8re du retail \u2018phygital\u2019 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les retailers et les marques se doivent d\u2019\u00eatre hyper-empathiques pour satisfaire le consommateur volatil, estime Matthieu Loitron de l\u2019agence Havas Paris. 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