While the economic future remains uncertain in times of health crisis, we must nonetheless build on the nearly two months of confinement we all experienced. During this very special time when the world was on pause, we saw the birth of some wonderful initiatives by our local merchants. The post-crisis world is likely to be more omnichannel, and local retailers need to think about their digitalization initiatives accordingly.
The facts
The spread of Covid-19 has turned the French economy upside down, hitting VSEs and SMEs hard all over France. And the French people have responded to the situation, as public opinion has been moved by the plight of local retailers, and numerous initiatives have been launched to provide concrete solutions to the forced closure of many businesses.
Knowing that today, 8 out of 10 purchases begin on the Google search engine, it became clear during this confinement that a presence on digital was unstoppable for these businesses, all the more so when a third of these searches are local. Today, the following assertion is confirmed: "you need to be present where your customers are, and this is true even for the small neighborhood restaurant". Customers want to know the history of the product, of the store, and are even looking for independent businesses to the detriment of the big chains. And YES, awareness is here to stay!
Covid, a catalyst for digital transformation
Indeed, before the health crisis, we could say that we were expecting certain consumer expectations by 2030 at digital , but Covid has accelerated all this. These expectations are already there! This means that we're going to have to adapt much more quickly than expected. Local shops will have to transform, setting up payment, delivery or click-and-collect options, and ensuring a smooth online experience for the apprehensive customer who is used to this from the major groups. Customers are digital and omnichannel, and it's up to small businesses to adapt to attract new loyal customers.
Current solutions to be implemented step by step, combining caution and investment
- We recommend that shopkeepers get in touch with their local CCI, their local region and the public sector, in order to obtain potential subsidies. On this subject, towns are very dynamic in this sector, helping retailers to digitalize, and have been aware for several years that this was becoming a priority.
For retailers, it's a question of betting and investing on digital and continuing to capitalize on existing customers, while at the same time prospecting for new ones - those who are increasingly abandoning the big groups and looking to consume differently, more locally.
- Another complementary solution: be present on a "local marketplace" type platform (that of your own town, for example) to take advantage of its reputation and traffic while limiting digital investments (mini e-commerce site, emailing). Examples of platforms: Petits commerces, Shopify. The aim is togain visibility andacquire that long-awaitednotoriety. The presence of a large number of retailers during the period of confinement demonstrates the creativity of entrepreneurs and proves that it is possible to maintain links despite social distance.
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| Shopify: a full-featured e-commerce and point-of-sale platform for creating, managing and developing your own store. |
Petits Commerces: the 1st national platform for independent local businesses |
- The solution of setting up a more personalized website, with total control over the offer and the communication that goes with it, is the most costly, especially with KPIs that need to be anticipated and monitored regularly. For this reason, we recommend this solution for small local businesses that have already tested the marketplace platform, where there is a profitable business, a real need and a feasible budget to devote.
- Ultimately, it's hard to do without the presence and traffic of social networks. It's therefore essential to showcase beautiful images or videos and create a storytelling of the store and its products.
Reinventing ourselves on a daily basis... A real challenge for our local businesses!
Yes, local retailers have understood that, thanks to this crisis, there are no longer any barriers between the physical and the online, and omnichannel is everywhere. These markets work together and therefore go hand in hand!
As a result, new categories of businesses have sprung up on local platforms, such as market gardeners, organic stores, farms and restaurants. B-to-C has been in the spotlight, but this has also spread to B-to-B. These merchants have developed a number of ideas to attract customers: vouchers, gift cards or online baskets and menus.
New uses have emerged during this period of confinement, with consumer-initiated needs driving omnichannelity, even for convenience stores. Now that the health emergency is over, it's time for these businesses to digitize and gain in visibility.
Usually accustomed to dealing with the digital issues of large groups, we at Univers Retail will be delighted to put our business expertise at your disposal to support your local business. Don't hesitate to contact us.