"We are witnessing the great revenge of the store", Nathalie Cachet

What do you remember from this very special year 2020 as an attentive observer of the market?

The period we have just experienced has prompted all players to move and review all their organizations, faster than expected. This has been good for commerce and especially e-commerce. And even if consumers have changed some of their habits, we are witnessing the great revenge of stores that remain the place of shopping pleasure. Some of our customers had the same turnover before the summer as during the Christmas period. We also note that the brands that have best experienced the crisis are those that have been able to place people at the heart of their operation. We are witnessing an interesting phenomenon since after having observed a massive digitization of physical points of sale, we now see retailers putting people back at the heart of their digital relationship. Like a mirror effect. Live shopping is a good example. Just like brand ambassadors, or influencers who take power.

What do you think of the retailtainment phenomenon? What will next-generation malls look like? Is this really what consumers want?

It's a real topic. They will have to completely reinvent themselves to both attract consumers and succeed in entertaining them. Offering good products at good prices is no longer enough. Shopping centers must surprise, amaze, provide opportunities to come and return. And besides, things are happening... We see them transforming into entertainment spaces with open-air cinema sessions, fashion shows, concerts... with the aim of satisfying as many people as possible. . There are no more borders. Kiabi arrives at Auchan, Decathlon and Hema at Franprix, Monoprix Plus and its expanded offer, ING bank becomes a café, coworking spaces are multiplying... All of this has been accelerated with the health crisis.

A word on the reopening of La Samaritaine, which combines luxury, design and architecture?

It's the image of French luxury. It's wonderful to have brought La Samaritaine back to life, which embodies the "department store" spirit. This is part of the French heritage and it is, there too, the store's great revenge.

What trends do you detect in terms of dramatization and animation of points of sale?

As we mentioned, retailtainment is at the heart of entertainment and life in stores. But I think that eventually, many points of sale will become brand showrooms where you won't be able to buy on site (only online or on mobile). Like the Samsung store on the Champs-Élysées, for example. I also notice that there are fewer and fewer checkouts and more and more space for the event, like at the Apple Store. Make way for the experience and the staging of the products, the itinerant sellers take care of the transactions. Finally, I think that the traditional store will no longer exist as such. Banks are becoming coworking spaces, food stores are being transformed into catering spaces, at the BHV you can get a manicure... All the DNVBs, like Le Slip français or Cézanne, are opening boutiques offering new experiences that appeal to young people. There are no more rules! Brands must be smart and start from consumer desires to enrich and adapt their offer to serve people.

What are consumer expectations?

Well-being is widely acclaimed by customers, including in shopping centers, with the creation of gyms, massage parlors... We also see new products appearing on the shelves , Monoprix which will sell products based on CBD (Cannabidiol) thanks to a truck. The trend is towards solid products, less packaging... But these developments imply changes in the way in which points of sale are structured, bulk is not managed or presented in the same way in stores. Upstream, the organization is strongly impacted. Yves Rocher, for example, is working on the evolution of its packaging, but this involves a profound reorganization of the production lines. At the same time, the need to reach out to others and show solidarity while becoming aware of the planet has been the great revealer of this crisis.

Do you believe in the relevance of distribution models on the outskirts of city centers?

I think the frozen models with 3-6-9 leases have lived. There are a lot of shopping centers that are emptying out, a more flexible rental system is needed. Consumers are asking for the ephemeral with new experiences to live, to discover and the arrival of more innovative players. Also, I think the sector is going to have to move quickly. In recent years, we have seen distributors invest in large cities with formats adapted to the urban scheme (Auchan, Leclerc Drive, Carrefour, etc.). Unimaginable a few years ago, we saw Ikea and Leroy Merlin land in Paris with offers more suited to consumer needs! This is a strong sign of change in the distribution model. Shops will become service centers.

What are the demands of the brands you support at Score DDB?

We work with them on transparency and their CSR commitment. Telling about the origins of the products, the quality, the nutritional benefits, the short circuits, justifying the prices... Whether it's for Kiabi, Picard, Yves Rocher or even Norauto, we favor proximity. But also the sense of the collective by staging the collaborators. And then, and this is the agency's signature, we communicate on pleasure and emotion above all. We have fun with the customers, because complicity is important. To do this, we must reduce the distance between the brand and the customer and reconnect with the original links of commerce. For Picard, we have just signed the new brand campaign, "Bienvenue", a formula which is a basic for retailers. Inclusivity is also a hot topic for retailers.

What are the trends in retail advertising expression?

What stands out is the sincerity and complicity with the consumer. Brands seek to connect with people. To move them, you have to allow them to recognize themselves in the brand - Intermarché is a fine example of success. For their part, advertisers are more daring. The sector is bubbling with novelties.

What do you think is the brand that shakes up the codes a bit?

Kiabi is, in my opinion, the champion in all categories. It's a big brand with 500 points of sale and a high-performance e-commerce site that is constantly innovating. With a new management at its head, it is strongly committed to a CSR approach. This very popular brand has a real impact on society: all baby lines are made of organic cotton, Kiabi is an inclusive brand in terms of sizes and disabilities. Its advertising campaigns highlight people in wheelchairs or children with Down syndrome. The brand also develops its employees, thanks to a dedicated program. She launched the rental of ski, ceremonial and maternity clothes, but also a site for the sale of second-hand clothes. A fan of "shop in shop", Kiabi has just signed a partnership with Auchan. The company also invites brands, such as Damart. The brand has succeeded in establishing a bond of trust with the customer.

What inspires you on a daily basis?

I do a lot of motorcycling and boating. What I like is the spirit of camaraderie and the strength of the collective. Many ideas come to me for my clients through this feeling of freedom.

Which country do you find interesting to observe?

China surprises with its excessiveness. It's a laboratory with a lot of formats to test in France, but its momentum is getting stronger and stronger. The Chinese have a thirst for consumption, they experiment. We are watching this market carefully.

You have been working for retail players for 20 years. What do you like so much about this sector?

Retail makes it possible to work with management committees, purchasing departments, marketing directors, communication directors, product managers... This allows you to have influence and move forward the company as a whole by activating all points of contact. The store, the prospectus, the animation of the sales teams via internal communication platforms... You can have fun with commercial communication or the brand's loyalty program... Far beyond signing a brand movie.