The retail sector has come a long way over the years: from simply going to the store to make a purchase to digitalization to the digitalization of points of sale with the appearance of touch-screen terminals. The retail sector has had no choice but to follow this trend, and the integration of new technologies has enabled it to face up to the competition, meet the growing demands of increasingly demanding customers and provide a digital experience.
Faced with this upheaval, retailers are reinventing their user experience, placing the consumer at the heart of the value chain. New concepts are emerging, with the creation of pop-up stores, flagships and connected stores.
Curious to discover what the brands had to offer, I decided to play the role of a consumer for two leading brands in different sectors: lingerie and sportswear.
Etam, the first connected flagship
Etam, leader of French lingerie, has integrated this digital concept into its strategy, and is increasingly innovating to meet consumer expectations: a powerful loyalty program, a new mobile application with a Wallet system for tracking loyalty cards, and trendy, connected stores.
On this last point, Etam is aiming high, offering its customers a brand new space with the opening of its Paris flagship, which took place at the end of 2019.
As soon as I enter, I'm impressed by the gigantic space of this place (500 m2 divided into 3 floors) with its meticulous decoration, which has the effect of plunging me straight into the world of the brand. Upstairs is a small, trendy and cosy showroom area with a sofa and sweets, where I immediately feel at home! On the same floor, you'll find "L'atelier", where you can machine embroider your first name, initials, a phrase... if you fancy a unique piece.
The showroom area for a moment of relaxation |
The workshop: a space for personalization |
In the basement, the tour continues, this time with the real innovation: connected booths! I play along and try on an item. These new-generation booths feature a touch-sensitive terminal, and a sales assistant explains how to use it.
There are several possibilities: change the size of an item, change the color, see complementary products, see the universe, call a hostess, pay for my item. All I have to do is scan the product and, thanks to an RFID tag, it's automatically recognized: all that's left to do is browse quietly on the tablet. If a request is made, the sales assistant receives a notification, enabling her to respond without even leaving the booth! However, in my experience, the product's label had difficulty being scanned. Small improvements are needed to ensure that the experience is 100% fluid and that the user sees a real interest in it.
Finally, when it comes to payment, surprise: there are no checkouts! The shop assistants are equipped with a terminal that allows them to pay directly by scanning the label. This innovation democratizes payment and makes it possible to pay anywhere, without having to wait at the checkout - which is very practical, provided you can find a hostess.
In my opinion, this is the limit of digitalization. All these innovations are practical, particularly in terms of saving time, but we mustn't forget the hostesses, who are indispensable for guiding us through the customer journey. Of course, we must avoid overloading them with tasks they are not equipped to handle, especially in busy situations.customer experience.
The most digitized sports store: Décathlon
Decathlon, leader of the French sporting goods retailer, is constantly innovating at digital. Its connected stores are renowned for offering their customers the most complete experience possible. Curious about a new shopping experience, I went to discover the one in Paris-Madeleine.
The sports store provides kiosks for maximum product advice and choice. I found these devices very interesting and, above all, practical for accessing as much information as possible.
Simply pass the item in front of the kiosk, and the product is automatically recognized. From there, you'll find reviews, technical information, questions and answers, photos and videos... You can, of course, choose the size and color, and browse to see other items.
At the checkout, I was also amazed by the speed of payment: simply place all the products in a bin, and an RFID chip automatically recognizes the product, so there's no need to scan them. Checkout takes just a few seconds,optimizing waiting time. This technology works very well because Décathlon manufactures practically all of these products (which is not always the case for other manufacturers).
Thanks to the responsiveness of certain retailers, stores are reinventing themselves every day, with the emergence of new concepts and new technologies. As a result, new start-ups are being created to help these retailers keep their customers satisfied.
Univers Retail 's ambition is to support players in this change with specialized consultants.