{"id":20144,"date":"2019-03-15T09:52:23","date_gmt":"2019-03-15T09:52:23","guid":{"rendered":"https:\/\/ucopia.weblib-test.com\/?p=20144"},"modified":"2023-08-25T13:20:29","modified_gmt":"2023-08-25T13:20:29","slug":"e-tailers-pure-players","status":"publish","type":"post","link":"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/e-tailers-pure-players\/","title":{"rendered":"Physical stores: the new battleground for e-tailers"},"content":{"rendered":"

Points of sale: an economic issue but not only…<\/strong><\/h2>\n

In January 2018, the e-commerce giant Amazon launched Amazon Go, its very first supermarket, entirely automated. The concept was a real hit in Seattle: one month after the first store opened, the brand already had a plan to open six more stores and to expand its presence in the U.S. This new hybrid retail model<\/a> marks a turning point in an industry undergoing a far-reaching change. Physical stores are already using the web to boost their sales; now pure-play e-tailers are diversifying by playing the local card \u2014 a wake-up to the e-commerce market that online alone is no longer enough.<\/p>\n

 <\/p>\n

Financial stakes<\/strong><\/h2>\n

In 2017, e-commerce, boosted by social selling, took 81 billion euros away from bricks and mortar retail outlets. Online business remains buoyant, thanks to evolving technologies<\/a> that make buying easier and give an edge to new modes of consumption<\/a> like m-commerce. But e-commerce remains relatively minor: according to one survey1<\/sup>, though e-commerce is expected to grow by 8% a year from now till 2025, it will still represent only about 10% of household consumption. For pure-play online businesses, retail outlets thus represent an indispensable leverage to solidify their market positions and develop both their brand awareness<\/a> and their sales.<\/p>\n

 <\/p>\n

Phygital support for retail sales<\/strong><\/h2>\n

The retail sector is today at a crossroads<\/a>. On the one hand, innovative technologies are rushing into the sector; on the other hand, sales-related positions have been devalued. When the Internet lets clients potentially know more about products than the salespersons themselves, it becomes necessary, even urgent, to transform the buying process<\/a> itself. Points of sale can adopt a phygital model<\/a> that draws upon both salespersons\u2019 advices and digital resources. Pure-play e-businesses, on the contrary, must achieve greater proximity with customers in order to reassure, attract and convince them better. In fact, 57% of the French, including 70% of those aged 18 to 24, would like to see e-tailers like Amazon, VentePriv\u00e9e or AMPM La Redoute open physical stores.2<\/sup><\/p>\n

Thus, technology will not simply be a gadget in the future of the retail industry. It will actually empower salespersons, bringing new interest to that profession and thereby making consumers desirous of having an in-store experience<\/a> that online purchasing will likely never be able to offer.<\/p>\n

\"\"<\/strong><\/h2>\n

 <\/p>\n

The user experience is undoubtedly the pressing need of the moment for pure-play e-tailers in the midst of radical transformation<\/a>. Turning the act of buying into an experience and supporting the customer from pre-purchase advice to post-purchase service is needed, and a matter of survival. To that end, brands must combine digital marketing and phygital data analytics<\/a> in order to connect online and offline experiences. To differentiate themselves, brands must deliver a seamless customer journey. Tomorrow’s hybrid business, which will combine technology with human interaction, is thus gradually taking shape.<\/strong><\/p>\n

 <\/p>\n

1<\/u> Survey carried out by Xerfi in 2016<\/p>\n

2<\/u> Survey carried out by OpinionWay for the Paris Retail Week in 2017<\/p>\n","protected":false},"excerpt":{"rendered":"

Points of sale: an economic issue but not only… In January 2018, the e-commerce giant Amazon launched Amazon Go, its very first supermarket, entirely automated. 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