Wednesday, July 23, 2014

Will Ibeacon really revolutionize Retail?


Ibeacon is obvisouly one of the hottest hype in the retail world. Indeed, the technology represents a lot of advantages for brick&mortar retailers, which still suffers from the Ecommerce competition:
  • Better shopping experience, by proposing updated and customized informations/promotions along the shopper's way
  • Better understanding on how the shoppers go in store, in order to propose more efficient concepts and merchandizing techniques.
The retailers are hence very interested by this technology, even though this one is pretty new and not yet really exploitable. 
But I believe Ibeacon represents also a threat for customers, which may not be to keen on allowing retailers to follow them while shopping.

Indeed, how could a retailer guarantee that its Ibeacon will not be too intrusive? Do a customer really want to have commercial info all the time while shopping? 
Also another question I have: Can Ibeacon, based on customer's infos, could better serve someone instore, than actually a sales representative? 

What is interesting with I beacon, is that it is to me one of the first push mobile marketing tool, which most of mobile marketing tools so far have been "pull" (an application that the person download and active whenever he wants).

For sure, Ibeacon is going to become one of the main topic of this blog.

Monday, July 21, 2014

Convertion rates For French E-Commerce


Shared by @marcsimoncini, the conversion rates depending on the industries. You can clearly see that you have very different results depending on the activity. Probably some room for improvements? I believe so, especially for "ameublement" (meaning furnitures).


Sunday, July 20, 2014

Visit Virtually Coles Supermarket In Australia

I wanted to share with you an information I found on the minute retail blog: Australian supermarket chain Coles propose to virtually visit online its new store concept. Actually, I don't think it is the first time that I have seen such an experience. I have already "virtually" visited the new Tesco concept. The interface used is Google maps. You may click here to visit.

First of all, I find the interface very well done. It is easy to hang around the store, and the pics are very neat. You may check out how they merchandise their goods, which is always interesting to do.

Now, I believe it is more a public relation move to publicize Coles, dedicated to retail businessmen, more than aiming a shopper population. Why? Because it doesn't really consist in something that improves the shopping experience. Still, I think this is a great thing to do. How many retailers have been hidden their concepts in order to avoid the competition to compete with them? 

I still remember when I used to be a salesperson at La Fnac, that people were not allowed to take any pics in stores. Same thing when I visited the first time Carrefour Planet, when people told me I should not take any pics as the security staff has been specifically briefed not to let anyone shoot photos.

But in nowadays world, where information is going so fast, it is actually better to let anyone knows what you do good.


Tuesday, July 08, 2014

Offre de stage en alternance #dauvers70

Olivier Dauvers est l'un des plus grands experts de la grande consommation en France. Je lis son blog très régulièrement, et je viens de voir qu'il propose une offre de stage en alternance. 

Je pense que le stage est très intéressant, et je vous recommande de se rapprocher de lui afin de pouvoir postuler.


Monday, June 30, 2014

How US Retailers Adapt Their Strategies To The Growth Of E-Commerce

It has been a while I have read this very good article on the Internetretailer.com website. As you know, I am a fervent supporter of the multichannel approach. This article is great because it shows how well US retailers have adapted their strategy to the growth of ecommerce. First and foremost, which may not be highlighted in the article, US retailers have embraced e-commerce. The largest ones, even though they remain average challenger on the Internet market, have been able to grow their sales and their share of sales on the web those past few years.


As they have kept their store counts steady for most of them, they have searched their growth online. Obviously, as brick and mortar markets are already saturated, the best and most efficient way to grow it to look for online growth.
This fact is clearer on the chart below.


Square feet are shrinking, to be more efficient. Does that mean there are no future for brick and mortar new retail real estate? I don't think so. Obviously, in mature retail business like grocery retailing for example, market saturation will be hard to fight against. But we have seen those past few years new retailer that are working on shopping experience and new ways to approach categories thriving.

What is for sure is that, in mature markets, the Internet is the new playland.




Sunday, June 29, 2014

#Sixt Loyalty Card: Something Is Wrong With Customer Relationship

Couple of weeks ago I went to Sevilla and rented a car there, a small but good Ford Fiesta card. I booked everything on Expedia, which I believe is one of the best service, especially while you try to look to get a plane ticket, a hotel and a car rental at the same time. Then I picked a car rental at Sixt, as it must have been the best deal in terms of prices (I was there for a week end, by myself, did not really need to get a large car to drive couple of miles). Everything did fine, no complain to make, everything was smooth about the rental.


I have been very surprised to find a mail from Sixt couple of days afterward, offering me my loyalty card. 
This loyalty card (the same than the one you can see below) offered me different kind of discounts, which I did not really understand how they worked.



The loyalty card looks like a real loyalty card with a magnetic band, like a credit card, with my name on it. The thing that I am bothered about, is that:
  • I have only done business with them once
  • I barely rent cars (If I would be a hard user, maybe they could have given me one, but they would have to know perfectly my profile, which they did not).
I did not sign up for anything, and to give me this card is a little bit ackward. The loyalty card should be asked by the customer, and not forced in the pocket by one company.

I don't think this strategy is well adapted:
  • Giving loyalty card to anybody is kind of embarassing
  • Their loyalty programs, as far as I know, is plain, and I have no intention to use it.
  • I believe that this technique must cost a fortune in mailing and card creations. If they intend to use their customer data base, it must be a complete mess, and not of real value.
I believe that Sixt approach is bad, and that should really not be followed by any kind of business.

What do you think about it?

Sunday, June 22, 2014

Quelques réflexions sur le rachat de DIA par Carrefour

Cela fait un peu plus de 6 mois maintenant que j'ai quitté la société DIA . DIA n'a jamais fait autant la une des magazines que depuis quelques semaines depuis que la maison mère espagnole a décidé de vendre les activités en France. Ce vendredi, nous venons d'apprendre que Carrefour a déposé une offre de 600 millions d'euros pour acquérir l'intégralité de la société DIA France.

Pour ceux qui ne le savent peut être pas, Carrefour possédait la société DIA avant de la céder en 2011 via un Spin Off. Ce Spin Off avait été décidé par l'ancienne direction de Carrefour, Lars Olofsson, avec comme but de revaloriser l'action du groupe Carrefour, qui à l'époque n'allait pas au mieux. L'opération avait bien marché, puisqu'alors que l'action Carrefour continuait de baisser, l'action DIA n'a cessé de grimper, la société espagnole ayant d'excellents résultats en Espagne, ainsi qu'en Amérique Latine.

Aujourd'hui, que va donc faire Carrefour de ces points de ventes? Très clairement, le PDG actuel du groupe Georges Plassat souhaite consolider sa présence en France, en réinvestissant une partie du cash généré par la vente de certains pays (comme la Colombie) dans les activités nationales. Carrefour ainsi acquiert plus de 800 points de vente, ce qui augmente une fois de plus son maillage national.

Mais ce qui va vraiment être intéressant de suivre, c'est de voir ce que Carrefour va faire de ces points de ventes. Voici pour moi la meilleure manière d'intégrer ces points de ventes:
  • Consolider la présence en centre ville: DIA compte plus de 150 points de ventes en centre villes, la plupart à Paris. Carrefour devra très certainement en vendre une partie importante, mais bien évidemment consolidera ses positions en région parisienne, et revendra les points de vente devant être céder à des concurrents n'ayant pas réellement de présence dans la concurrent mais avec des ambitions (Auchan, Intermarché notamment) 
  •  Récupérer une partie des plus grands points de vente pour les transformer en supermarché. Le seul soucis est que les "grands" DIA font entre 800 et 1200 M2, ce qui en font de petits supermarchés, et souvent dans des zones de chalandises peu intéressantes (soit avec un hypermarché pas très loin, soit en bas d'une cité HLM). Il faudra voir comment Carrefour gère ces points de vente.
  • Mais pour moi, l'idée de génie serait de récupérer ces points de vente pour en faire des Drive déporté. En effet, le maillage de DIA dans certaines régions est très bon, la taille des points de vente parfait pour en faire des entrepôts Drive, et en plus, comme je le disais, souvent ces points de vente sont sur des zones de chalandise concurrente de gros supermarché ou d'hypermarché.
Peut être même que Carrefour va développer de nouveaux concept commerciaux pour tirer un maximum de ces points de vente. En tout cas, tout cela va être passionnant à suivre.
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