The iloveretail.fr experts accompanied Paris Retail Week to New York to visit and test new inspiring concepts by hidden camera.
A new era is opening up before us. Physical retailing is joining forces with digital retailing to create a retail experience focused on à la carte services. As borders are being eradicated, the winners are the hyper-connected consumers in search of experiences. Retailers are looking to create a symbiosis with the individual – what we call Augmented Retail, the theme of the 2016 Paris Retail Week.
With the arrival of digital technology in our daily lives, new opportunities of consumption through mobile tools are emerging and expanding. These moments of transition between two activities are opening up the way to a new form of shopping, one which is increasingly online, connected and ultra-personalised.
What are these new consumption times, are they the same as 10 years ago? When do French people want to consume, and how?
The increase in the number of customers who shop online and the frequency of online visits by these consumers is unequivocally the most important reason for digital growth in retail. Part of that process in these hectic times finds consumers switching from mobile telephone to laptop to tablet. This behaviour is referred to as cross-device shopping. The phenomenon can be useful for retail.
Cloud commerce involves completing entire transactions (from offers and sales to completing administrative procedures) outside of the seller’s domain. This was just pie in the sky barely five years ago but is now a daily cost at American glossy blogs and luxury brands. Uniting the shopping experience across devices is crucial. When moving from one device to another, the person shopping expects the websites to handle the switch effortlessly. Retailers must ensure that personal elements such as the shopping cart, sales items and even customer recommendations follow the shopper seamlessly from one device to another.
The fast evolution of customers’ habits is posing a challenge for retailers, brands and E-commerce nowadays in China. This is particularly true with the emergence of a large middle-class with the same buying power as Europeans and the youth population educated at the best American and international universities.
During my last visit in April 2016, I was immersed in the Chinese and international population of Beijing and Shanghai. I observed the customers’ behaviors in stores, in public transports and in the streets. It is surprising to see the addiction of Chinese people to their Mobile phones, which they use to interact with friends, watch movies, meet new people around them with the “Shake” option, order online…. The Mobile is at the center of their daily lives and it is becoming the pillar of their social experience.
Digital advertising is also much more developed there than in Europe or in North America — For example, as you ride the subway, short videos and ads are projected on the wall along the rails. It is new kind of billboards.
The delivery to a customer remains one of the decisive elements of an online sale. A failed delivery can ruin all the efforts you have put into winning over the customer and securing the sale.
The connected customer is fickle, moving from one seller to another and forcing the sales models to be constantly reinvented.
In this context, can the delivery be a lever of growth and differentiation? Logistics today achieves good operational performances, but it must now concentrate on the customer’s expectations.
For its second edition, Paris Retail Week is back at Porte de Versailles from 12 to 14 September, to make Paris the European capital of experiential and connected retail.
As a trend-setting meeting place for off- and online retail in Europe, it will encompass two historic shows that celebrate French Expertise:
E-commerce Paris and Equipmag.
Conferences, networking, innovations, reflections and trends will be on offer to the 50,000 professionals who are expected to attend. More than an event, Paris Retail Week is now the unmissable highlight of the autumn for chains, brands and e-retailers at an international level.
Siegel+Gale publishes an annual ranking of the “simplest brands”: the Global Brand Simplicity Index (the ones that makes their clients’ lives easier) based on an international opinion poll conducted with 12,000 consumers.
Simplicity is increasingly important in a world that’s ever more complex. That’s why these “simple brands” gain their clients’ loyalty and perform better financially than their competitors.
To increase the attractiveness and international influence of the French capital, the Paris CCI (Chamber of Commerce and Industry) develops specific actions to help companies design and market a creative offering.
Creation, fashion and design are an iconic industry for Paris. While Paris has a great many talented graduates from prestigious design, architecture and fashion schools, paradoxically, the retail sector still makes relatively little use of that lever.
In 2012, the Paris CCI launched the Paris Shop & Design award to raise awareness and encourage retailers and merchants to harness the creative talents of design professionals when designing their retail outlets. This award also recognises the most relevant initiatives by Parisian retailers. Free and open to all shops, local services, hotels and cafés/restaurants in Paris, the award recognises retailer and architect/designer duos that have collaborated on a project in the last three years (creation or renovation of a POS).