These comments were collected by Emmanuel Charonnat and published in CB Experts on 04/07/2021.
The good news is that physical and digital do not conflict, they complement each other and allow the customer journey to be rethought in an omnichannel way. An inexhaustible playground that relies on the user experience! Our role: to constantly rethink the equation to re-enchant the experience. Creativity, innovation (service, digital & technological), digitalization of the shop, simplification of the pathway, these are key elements in order to make people want to go there. At the end of the day, the left brain and the right brain both need to be fed.
With the spring 2021 deconfliction allowing all physical retail outlets to reopen, here are seven experts’ tips for accelerating and sustaining traffic.
“If the commerce digitalisation has made it possible to minimise the effects of this unprecedented crisis, it has also and above all boosted e-commerce to an unprecedented level. It would be a mistake to think that this phenomenon is temporary! And this is good news: physical and digital are not opposed to each other, they are complementary and allow us to rethink the customer journey in an omnichannel way. An inexhaustible playground that relies on the user experience! Our role: to constantly rethink the equation to re-enchant the experience. Creativity, innovation (service, digital & technological), digitalization of the shop, simplification of the pathway, are all keys to making people want to go there. At the end of the day, the left brain and the right brain both need to be fed
FLORENCE COUVIDAT, Managing Partner, La Chose agency
LOCAL IS EVERYTHING
“Since March 2020, 366 has set up a barometer of the concerns and expectations of the French in this pandemic period. The various lockdowns, the supply crises in basic products (gels, masks, etc.) and the extreme dependence of France in the fields of research, the pharmaceutical industry and health equipment have highlighted a central term: relocation. For the French, the first expectation of companies is “that they relocate their production to France” before the second expectation “that they rely on local suppliers”. The French are re-enchanted with a new solidarity with OUR coffee shops, OUR farmers or OUR culture. What binds us and motivates us to consume, even more so today than in the past, is the LOCAL.”
BRUNO RICARD, Director of Marketing, Research and Communication, 366 advertising network
“Driven by the health crisis, the digital industry has been invited into the commercial process. With Live Shopping, the human touch has arrived on the web and is reenchanting the customer experience. Consumers are greeted by virtual salespeople dedicated to the brand who provide personalised advice on demand, and are always available, just like traditional salespeople in shops. By targeting the needs of each consumer, Live Shopping prepares the sale and attracts qualified traffic to the shop. To enhance or viralise a marketing campaign, Live Shopping, the “one-to-many” version, makes it possible to capture the audience of an influencer or a celebrity. By integrating quality content and a special offer, this audience is attracted to the point of sale and converted into buyers. With Live Shopping, digital becomes an effective drive-to-store lever: generating qualified traffic and boosting sales in shop.
JEREMY DAHAN, President of GLOBE GROUPE
THE CATALOGUE, DIGITALISED!
“No, the leaflet is not dead, it is reinventing itself and going digital. Retailers’ initiatives are multiplying, against the backdrop of the climate bill, and are opening the door to a re-enchanted creativity. Thanks to the expertise of the Teads Studio, innovative advertising formats in the major media now make it possible to present a selection of products in video, to animate them with the scroll or swipe of the mobile user in a display format, or to integrate 3D effects for an immersive experience. Mass communication is giving way to finely-tuned targeting and the power of data, capable of personalising advertising and the products it presents in real time to become more relevant and engage the consumer from the digital to the shop. And it works!”
THIBAULT LEGUILLON, Managing Director France, Teads
THINK CLICK & COLLECT!
“Click & Collect, i.e. ordering online and picking up products in shop, is the new consumption mode of the French, with almost 40% of shoppers using it in 2020, i.e. +42% compared to 2019, according to eMarketer. Attract new shoppers by launching campaigns that combine their purchase intent with geolocation to your nearest shop. Personalize your campaign by adding a “Click & Collect possibility” message and including the opening hours of the nearest physical store. It is worth mentioning that, unlike offline campaigns, these Click & Collect campaigns have the great advantage of being more easily measurable. Now it’s up to you to try!
ARANTZA ALVAREZ, Client Partner EMEA of Criteo
PROXIMITY AND UTILITY
“Commerce is life, and we have all become aware of this in the unprecedented context we have experienced. As a regional player and brand partner, JCDecaux is deeply committed to physical commerce, particularly local commerce, which is vital for the revitalisation of our city centres and neighbourhoods. Outdoor advertising, through its network, its collective dimension and its popularity, guarantees power and affinity to accelerate the rebound of retail activity. Because it is first and foremost a public service medium serving the local community, JCDecaux faithfully supports all brands, large and small, integrated and independent. We actively contribute to the development of these areas through our virtuous model and the relevance and performance of the campaigns we design for advertisers.
JEAN MULLER, Executive Vice President Commerce and Development, JCDecaux
THE SHOPS’ REVENGE
“Closed shops. The French have shifted their purchases to digital and retailers have boosted their services to simplify shopping. Reopening – at last! The French immediately and massively wanted to treat themselves and found their way back to their physical shop. Covid’s release is shaping up to be one of the most hedonistic times ever. “Because we’ve earned it after all we’ve been through. The French have taken their revenge on their frustrations and have clearly chosen to go to the shops to indulge themselves – revenge shopping – to take advantage of the exceptional offers on offer and the welcome of sales teams eager to meet their customers. Intense promotional pressure, a multitude of personalised commercial offers by text message or email, product innovations, new collections… Retailers are leaving no stone unturned to activate traffic in their shops and to capitalise on the revenue dynamic.”
NATHALIE CACHET, President of Score DDB