Retail trends 2020? A retreat from all-digital shopping and a greater awareness of the purchasing act

In the 2000s, the future victory of e-commerce over physical stores was heralded. It would seem that 2020 will sound the death knell for this trend, and that digital will put itself at the service of the retail physical. Growing consumer awareness of responsible purchasing and ecological concerns are accentuating this trend.

What is phygital?

The term phygital is a recent neologism in marketing. We spontaneously understand its meaning: how to optimize in-store purchasing thanks to digital tools. The idea is to offer consumers a simplified, individualized shopping experience. In a growing number of stores, for example, sales assistants are equipped with tablets (La Fnac, Étam), adding undeniable value to their role as advisors. At Galeries Lafayette in Paris, an SMS exchange with the specialized salesperson in the desired department is possible before the trip to the store.

Simplified payment offers are multiplying like Monop easy or the scan and go at Bio c' bon which allows you via the app to do your shopping in store in total autonomy, you scan your products and pay directly via your smartphone, forget long queues at the checkout!

From consumer to consom'actor

We're talking more and more about responsible purchasing: in terms of product manufacture, composition and transport. 60% of French people consider that companies have a greater impact on society and the environment than governments. Expectations are high. The consumer has become a consom'acteur.

Brands and distributors have understood this. Just look at spreads, where the "without palm oil" argument (the exploitation of which contributes to deforestation) has become a sales argument in its own right. Since September, the Carrefour chain has been testing a new concept in Dijon, Next (reduced sales space that focuses on organic and regional produce). Ethical issues are also in the spotlight, with Camif and other chains calling for a boycott of Blackfriday, the consumerism holiday imported from the USA that invites a form of overconsumptionn.

Finally, we're witnessing an explosion in the second-hand or second-hand market, both for economic reasons, but also in a bid to meet the demand for responsible consumption. The major American brand North Face itself embarked on the adventure in 2018 with its range NorthFace Renewed.

So the lines are moving when it comes to consumption and distribution. It's hard to continue consuming in carefree in a world where environmental issues and the distribution of wealth are being raised day after day. We've entered the era of omnichannelity (all channels are used to contact, accompany and capture customers), but once the customer is in store, the shopping experience must be entertaining, even exceptional - this is what we call retailtainment.

The future will tell: Isn't one responsible, informed consumer in the flesh worth two?

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