{"id":45735,"date":"2021-01-05T13:00:58","date_gmt":"2021-01-05T13:00:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/personnel-mais-sans-contact-cinq-tendances-durables-pour-2021\/"},"modified":"2021-01-05T13:00:58","modified_gmt":"2021-01-05T13:00:58","slug":"personnel-mais-sans-contact-cinq-tendances-durables-pour-2021","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/personnel-mais-sans-contact-cinq-tendances-durables-pour-2021\/","title":{"rendered":"Personnel mais sans contact : cinq tendances durables pour 2021"},"content":{"rendered":"

Le coronavirus offre de nouvelles possibilit\u00e9s d\u2019innovation\u00a0: l\u2019e-commerce devient plus personnel et social, alors que l\u2019exp\u00e9rience d\u2019achat est d\u00e9sormais num\u00e9rique et sans contact. L\u2019innovation peut aller vite, l\u2019an dernier l\u2019a prouv\u00e9.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

\u00c9volution permanente fois cinq<\/h2>\n

Le secteur du retail est agile, et nous en avons eu la d\u00e9monstration en 2020. Ce qui semblait compliqu\u00e9 et fastidieux les ann\u00e9es pr\u00e9c\u00e9dentes s\u2019est parfois produit en quelques semaines\u00a0: des boutiques en ligne ont surgi de nulle part, des livraisons \u00e0 domicile ont \u00e9t\u00e9 mises en place, des cha\u00eenes d\u2019approvisionnement ont \u00e9t\u00e9 boulevers\u00e9es et des collaborations strat\u00e9giques ont \u00e9t\u00e9 conclues \u2013 le tout pour continuer \u00e0 servir les consommateurs en p\u00e9riode de crise.<\/p>\n

\n1.\u00a0\u00a0 \u00a0Agilit\u00e9<\/h3>\n

C\u2019est une le\u00e7on pour l\u2019avenir, une le\u00e7on que tous les retailers doivent apprendre au plus vite, car on attendra toujours d\u2019eux la m\u00eame agilit\u00e9. C\u2019est une des conclusions que tire l\u2019observateur de tendances Springwise <\/strong>de son enqu\u00eate \u00ab\u00a0Great Reset\u00a0\u00bb<\/a>: l\u2019agilit\u00e9 est l\u2019une des cinq grandes tendances dont nous avons h\u00e9rit\u00e9 en 2020. Aussi paradoxal que cela puisse para\u00eetre, toutes les entreprises doivent d\u00e9velopper des strat\u00e9gies \u00e0 long terme flexible pour amortir le changement.<\/p>\n

\nCar m\u00eame lorsque le Covid-19 sera enfin sous contr\u00f4le, le r\u00e9chauffement climatique implique que nous ne sommes qu\u2019au d\u00e9but d\u2019une longue p\u00e9riode de gestion de la crise, affirme Springwise. En outre, le changement de comportement des consommateurs provoqu\u00e9 par la pand\u00e9mie pourrait s\u2019imposer sur le long terme. Autrement dit\u00a0: pr\u00e9parez-vous \u00e0 l\u2019inattendu.\u00a0<\/p>\n

\u00a0<\/p>\n

2.\u00a0\u00a0 \u00a0Un e-commerce plus personnel<\/h3>\n

Sur les march\u00e9s matures, la croissance de l\u2019e-commerce commen\u00e7ait \u00e0 peine \u00e0 s\u2019essouffler quand la pand\u00e9mie a \u00e9clat\u00e9. Elle a conduit \u00e0 une explosion des ventes en ligne qui a provoqu\u00e9 des probl\u00e8mes de capacit\u00e9<\/a> m\u00eame chez les webretailers les plus exp\u00e9riment\u00e9s \u2013 comme Amazon<\/strong> et ses entrep\u00f4ts. Une autre question s\u2019est \u00e9galement pos\u00e9e\u00a0: comment l\u2019e-commerce peut-il (mieux) reprendre le r\u00f4le du magasin physique\u00a0?\u00a0<\/p>\n

\nLes achats en ligne, en particulier dans des segments comme les cosm\u00e9tiques et l\u2019habitat, ont cependant d\u00fb prendre un tour plus personnel et se rapprocher de l\u2019exp\u00e9rience offerte par les magasins physiques. Achats virtuels sur rendez-vous, assistance de vendeurs en temps r\u00e9els\u00a0: il s\u2019agissait d\u2019imaginer de nouvelles mani\u00e8res d\u2019offrir une attention personnalis\u00e9e aux clients. Le \u00ab\u00a0voice commerce\u00a0\u00bb a \u00e9galement progress\u00e9, par exemple avec la collaboration entre Carrefour <\/strong>et Google<\/strong> qui a permis aux Fran\u00e7ais de commander pour la premi\u00e8re fois leurs courses<\/a> via leur appareil Google Home. \u00a0<\/p>\n

\u00a0<\/p>\n

3.\u00a0\u00a0 \u00a0Commerce social et vid\u00e9os en streaming<\/h3>\n

Dans un univers des consommateurs qui s\u2019est soudainement r\u00e9duit presque exclusivement \u00e0 l\u2019Internet, les m\u00e9dias sociaux sont devenus des canaux de vente accept\u00e9s. Le streaming de vid\u00e9os et le \u00ab\u00a0social commerce\u00a0\u00bb ont enregistr\u00e9 une forte croissance et se sont enfin impos\u00e9s en Occident. \u00c0 la suite d\u2019initiatives comme celle de Burberry\u2019s<\/strong>, qui a offert aux clients de ses boutiques de Shenzhen (Chine) un acc\u00e8s virtuel \u00e0 des contenus exclusifs via l\u2019application de chat WeChat<\/strong>, plusieurs retailers se sont engag\u00e9s dans cette voie.\u00a0<\/p>\n

\nSpringwise s\u2019attend \u00e0 de nombreux autres exemples pour 2021, notamment gr\u00e2ce \u00e0 de nouvelles plateformes et de nouveaux outils. Par exemple, la collaboration entre TikTok<\/strong> et Shopify<\/strong> permettra \u00e0 plus d\u2019un million de retailers et de marques de poster des publicit\u00e9s vid\u00e9o<\/a> sur cette application tr\u00e8s populaire. L\u2019ann\u00e9e derni\u00e8re, Facebook<\/strong> a \u00e9galement facilit\u00e9 les achats<\/a> ou les r\u00e9servations sur WhatsApp<\/strong>, Instagram <\/strong>et les Boutiques Facebook<\/strong>.<\/p>\n

\u00a0<\/p>\n

4.\u00a0\u00a0 \u00a0Num\u00e9risation des boutiques<\/h3>\n

Si l\u2019ann\u00e9e \u00e9coul\u00e9e a certes \u00e9t\u00e9 marqu\u00e9e par une croissance sans pr\u00e9c\u00e9dent de l\u2019e-commerce, le shopping physique conserve son attrait<\/a> \u2013 bien que selon de nouvelles r\u00e8gles. Comment les commer\u00e7ants peuvent-ils concilier le besoin d\u2019exp\u00e9rience et de service avec la distanciation sociale\u2009? L\u2019innovation technologique \u00e9tait plus indispensable que jamais l\u2019ann\u00e9e derni\u00e8re.\u00a0<\/p>\n

\nCe qui s\u2019apparentait surtout \u00e0 des gadgets technologiques a d\u00e9sormais une excellente raison d\u2019\u00eatre\u00a0: dispositifs de commande sans contact par hologramme et autres cabines d\u2019essayage virtuelles en r\u00e9alit\u00e9 augment\u00e9e procurent un sentiment de s\u00e9curit\u00e9 crucial en p\u00e9riode de pand\u00e9mie. Un autre exemple notable a \u00e9t\u00e9 l\u2019ouverture du premier supermarch\u00e9 physique<\/a> d\u2019Amazon\u00a0: Amazon Fresh<\/strong> est sp\u00e9cialement con\u00e7u pour offrir une exp\u00e9rience de supermarch\u00e9 parfaite, quel que soit l\u2019endroit (en ligne ou hors ligne) o\u00f9 elle commence ou se termine.<\/p>\n

\u00a0<\/p>\n

5.\u00a0\u00a0 \u00a0Durabilit\u00e9 et valeurs<\/h3>\n

Les consommateurs et les retailers en sont de plus en plus convaincus\u00a0: le moment est venu de s\u2019attaquer \u00e0 la question du r\u00e9chauffement climatique. Plus de la moiti\u00e9 (55\u00a0%) des jeunes consommateurs de la G\u00e9n\u00e9ration Z d\u00e9clarent qu\u2019ils privil\u00e9gieront encore plus qu\u2019avant des commer\u00e7ants qui sont en accord avec leurs valeurs fondamentales, alors que 63\u00a0% des chefs d\u2019entreprise sont convaincus que leur organisation doit saisir l\u2019opportunit\u00e9 que leur offre la crise sanitaire dans ce domaine. D\u2019autant que les nouvelles technologies et les produits innovants facilitent et r\u00e9duisent le co\u00fbt de la transition.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Le coronavirus offre de nouvelles possibilit\u00e9s d\u2019innovation\u00a0: l\u2019e-commerce devient plus personnel et social, alors que l\u2019exp\u00e9rience d\u2019achat est d\u00e9sormais num\u00e9rique et sans contact. L\u2019innovation peut aller vite, l\u2019an dernier l\u2019a prouv\u00e9. \u00a0 \u00c9volution permanente fois cinq Le secteur du retail est agile, et nous en avons eu la d\u00e9monstration en 2020. Ce qui semblait compliqu\u00e9 […]<\/p>\n","protected":false},"author":1,"featured_media":45732,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-45735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus"],"acf":[],"yoast_head":"\nPersonnel mais sans contact : cinq tendances durables pour 2021 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le coronavirus offre de nouvelles possibilit\u00e9s d\u2019innovation\u00a0: l\u2019e-commerce devient plus personnel et social, alors que l\u2019exp\u00e9rience d\u2019achat est d\u00e9sormais num\u00e9rique et sans contact.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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