the race to the salesmen of races!

Who will go so far as to put our groceries directly into our fridges tomorrow?
Creative, responsive, the retail industry is at the heart of new user experiences and is not slackening its efforts to meet the challenges of digitalization.

E-commerce, a major challenge for the consumer goods industry

The rise of the web is disrupting consumer buying behaviors and represents a real challenge for the retail sector, which must reposition itself through online commerce. The main players in the retail industry are leading a race to innovate in order to meet new expectations: convenience and time saving in daily shopping.

Who are the driving forces behind online consumption?

Online sales accounted for 5.8% of the mass retail market in 2017. By 2025, the sector is expected to include 11% of sales made on the web. France dominates the European market with 6.6% of sales made on the Internet, followed closely by the United Kingdom with 6.3%.

The drive is driving the growth of French mass retail. The click&collect system is participating in the growth of food e-commerce and is driving the growth of mass retail with a dynamic +8.5% in 2017, representing 5% of market share.

We also note that the promotional system has a much greater impact on drive sales than in hypermarkets or supermarkets: according to Nielsen, 13.5% of sales are made under promos on the drive circuit, when this figure is 12.5% for hypermarkets and 9.5% for supermarkets, between May 2016 and 2017.

Mass retail forced to restructure its model 

The omnipresence of the web is pushing groups to multiply their initiatives. Within five years, Carrefour aims to become the French leader in e-commerce and is investing 2.8 billion euros in digital. No hypermarkets are planning to close, but 100,000 square meters will be reallocated by 2020 (Le Parisien).

On the other hand, on Monday, June 11, 2018, the distributor announced that, starting in early 2019, it will sell its products through three digital channels of the American giant Google : The connected speaker Google Home, the Google Assistant, present on smartphones, watches or connected TVs, and the online shopping platform Google Shopping, which will be equipped in France with a new interface to manage shopping lists, especially for fresh products.

For its part, the Casino Group has joined forces with the British cybermarket Ocado to develop the food e-commerce of Monoprix. The objective? Build a logistics platform in the Paris region by 2019, capable of preparing deliveries in less than six minutes. Amazon will take care of express deliveries in Paris and its suburbs. A real race against the clock is launched. To be continued…