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The store is not dead: it reinvents itself

In the context of e-commerce, physical stores make their revolution, change in living place, in point of withdrawal, or still in the warehouse. And resume their

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The store is not dead: it reinvents itself

In the context of e-commerce, physical stores make their revolution, change in living place, in point of withdrawal, or still in the warehouse. And resume their place in the purchase path and the supply chain.

The e-commerce will he kill the physical store? A few years ago, the idea might seem credible. The thrust of Amazon, the delivery time is always shorter... Everything seemed to condemn it to obsolescence of the retail physical. But this vision itself has become obsolete. At the time of the Internet, the store does not die: it reinvents itself. Not only by becoming more connected: products tagged by radio frequency identification (RFID), touch screens, salespeople equipped with tablets, customization of objects in the store... But also re-evaluating its role in a supply chain adapted to the omni-channel, where online and offline merge. The strength of the pure player Amazon was to not have shops? This is also its disadvantage.

the success of The "click-and-collect"

First idea: make the store an extension of the web, where you come from, to test, to try, to remove it, products labeled or purchased online. This principle of web-to-store is acclaimed by the clients. According to a study Mappy/BVA 2016, 89% of consumers, internet users say they are interested in being able to educate themselves online before making a purchase in a physical trade. And after an investigation, Fevad/CSA 2016, 36% of e-buyers have already used the click-and-collect, the withdrawal shop for a product purchased on the web. These have also been 29% to make other purchases during their visit on-site: evidence that the click-and-collect is not just a mode of delivery, but also a way to attract the customer in the store.

stores without products?

After the web-to-store, has just the opposite trend: the store-to-web. In terms of logistics, a store has its limits: the more one wants to propose different products, the longer it takes the store, and it takes more space. So, why not reduce the stock and install terminal command-line, then deliver customers to home from a warehouse located out of the city? It offers as well as shop an extensive selection, on a surface optimized.

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In France, retailers such as Decathlon, Celio's, or Sephora conduct experiments in this direction. At the bottom, the store-does it still need to contain products? "In the United States, we see the shops which are places of life, where one can read a book, drink coffee, attend classes or events, tells the story of Edouard Moulle, chairman of Viapost Logistics Connected. It is a way to give back value to the physical world compared to the pure-players."

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The shop takes the advantage

Finally, in a very different model, some channels choose to make their stores kinds of warehouses to urban, where the products purchased online are delivered to very short deadlines in the surrounding area. This concept of ship-from-store, for example, has been applied across the Atlantic by giants such as Best Buy or macy's - the first claims a 29% increase of its sales in e-commerce through this. The store takes the advantage on the pure player by his trump card first: its occupation of the territory. And the e-commerce does not destroy most of the store close: on the contrary, the two complement each other.

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