The health crisis has left a lasting mark on the French retail landscape, revealing an acceleration in the sector's transformation. Years of change have taken place in the space of a few weeks, shaking up current consumption patterns. Indeed, while the retail sector saw a 10% drop in sales in 2020 [1] due to periods of confinement, the accelerating development of digital uses has enabled players to reinvent themselves and counterbalance the trend .
Humanized hybrid experiences
While e-commerce is tending to accelerate [+8% inQ3 2020, Editor's note], consumers also have a strong desire for proximity, and expect an authentic, embodied relationship with brands. In fact, for 59% of them, the online experience offered by retailers during periods of confinement will have a definite impact on their future relationship [2]. Being close to customers is becoming a major challenge for retailers, some of whom have decided to offer unique customer journeys through innovative hybrid experiences.
A skilful blend of product presentation and entertainment, live videos with experts offer the possibility of combining the best of physical shopping, while enabling consumers to stay at home. Technology is humanized through a reinvented role for the salesperson , who becomes a true community animator and powerful brand ambassador.
[1] FEVAD; "Bilan du e-commerce au 3ème trimestre 2020"; 2020
[2] GO Group Digital & Kameleoon; "Étude consommateur post-confinement: quelle est la place du digital dans le quotidien des français?"; 2020
"Consultation shopping", customer relations reinvented
Shopping consultation" videos are among the innovative service offerings that enable brands to establish a direct connection between their consumers and their employees. This new form of customer assistance recreates the in-store experience on digital channels. Consumers benefit fromexpertise advisors in a confidential way and without having to go anywhere.
Cosmetics brand Oh My Cream, whose added value is based on an advice service, has bounced back by offering virtual appointments combined with a call and collect service. Easily accessible from their e-commerce site, these new services enable consumers to benefit from the advice of Beauty Coaches in a quick and simplified way. For its part, Clarins supports its customers through the Clarins & Me. Predefined beauty themes give rise to a free, personalized exchange, online or by videoconference, to guide customers in their purchases.
These online consultation sessions are not exclusive to the beauty sector: other brands also offer them. Vallée Village, for example, offers a remote luxury shopping experience via telephone, e-mail or WhatsApp. Partner brands offer a personalized exchange between the customer and the sales assistant, who can visit the store to show the customer the products and offer advice. A perfect blend of digitalization, innovation and expertise.
Live Stream Shopping, a new shopping channel with a bright future
| Unlike virtual consultations organized on a one-to-one basis, Live Stream Shopping allows you to create a close-knit real-time dialogue with numerous participants. A growing trend from China, this interactive video format represents the fusion of e-commerce and Live Streaming [real-time video broadcast on the Internet, NDLR]. Also known as Live Shopping, the practice consists of offering its community a live digital event during which they can purchase the products presented on the platform used. This enhanced version of home shopping allows you to animate your customer base, supporting your prospects and extending the link with your consumers.
The presence of the human touch is a key factor in boosting conversion rates. The proof is in the pudding: the first live streaming operations in France boosted sales by up to 400% for some retailers. Combining consumers' social networking habits with their desire to interact with brands, Live Stream Shopping has rapidly made its mark. Indeed, worldwide sales are expected to reach $413 billion by 2022 [1]. |
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While social platforms such as Facebook, Instagram and Tik Tok have developed native live stream functionalities, other retail giants have followed suit. One example is Amazon, which has launched the Amazon Live platform - a set of tools enabling brands to create their own programming. Other retailers have decided to organize live events directly on their e-commerce sites. Cultura, for example, tripled its shopping basket sales by using the Caast.tv solution to present a new range of watercolors.
[1] Frost & Sullivan projections
At Univers Retail, we're convinced that this hybridity between physical and digital channels is where tomorrow's operating methods lie. Whether you're looking for a Livestream to engage your customers, or one with a commercial focus, we're here to help you define your strategy in line with your brand image. Don't hesitate to contact usour experts are here to support you.
If you would like to find out more, watch our Webinar " Live Shopping: the future of e-commerce " in partnership with Quidol, and hear from Carrefour and OBBN.