By bbotany
679 Views
29/05/2022

5 retailers' concerns at one to one Monaco

Commerce29/10/2021 -by Garance Bailly, in Monaco

What was said at One to One Monaco? The retail and e-commerce show was held from October 26 to 28, 2021, after a year 2020 without face-to-face due to the pandemic. Under the sign of recovery, this 10th edition highlighted the successes but also the current concerns of retail professionals. A look back at five topics covered during the event.

One to One Retail E-Commerce Monaco (Mat Beaudet)

Edouard Nattée, CEO of Foxintelligence, during One to One Monaco 2021.

1. Succeed in your omnichannel strategy

Digital will account for 35% of retail sales in 2025, according to Forrester. Thomas Husson, its vice-president and principal analyst, recalls that the challenge of the moment is to "reconcile online and offline journeys" so that the web does not cannibalize physical networks. Retail players seem to have no choice but to abandon the multichannel logic. An illustration with Orchestra: the childcare and children's clothing brand began its transformation towards omnichannel in 2019, according to the explanations of the group's e-commerce director, Valérie Devot, during a workshop led by Salesforce. The first step in Orchestra's strategy was to equip its sellers with tablets to enable them to order products not available in stores (a clothing size, for example). The second step was the implementation of an OMS (Order Management System) for the management of orders and the unification of stocks (warehouses and stores). The health crisis has accelerated the curtain-raiser between the physical and the digital since the sellers of the 150 Orchestra stores have turned into order pickers during the confinements.

2. Know your market share

When discussing the notion of market share, we are not reinventing the wheel of commerce. Nevertheless, monitoring competitors in the absence of data is a complex mission. The CEO of Foxintelligence, Edouard Nattée, gave a conclusive demonstration in terms of indicators on the competitors of one of his clients, the Kingfisher group (Castorama, Brico Dépôt). Cunning, the company Foxintelligence offers a double solution: both to consumers with a free mobile application, called "Cleanfox", for unsubscribing to promotional newsletters, and to retailers via the anonymized recovery of transactional data in the mailboxes of users of the Internet. app. Foxintelligence can thus deliver market information thanks to its panel of 250,000 consumers and draw precise information on their behavior (what are their consumption paths, their buying habits, what they buy from competitors) or even trends ( what are the most ordered tools on Amazon, for example). In possession of this information, retail players can align their strategy and their offers. The Foxintelligence solution is set to grow with the end of the printed receipt in January 2023 and therefore its dematerialization.

How to finish pine for outdoor use http://t.co/4OpWfp0IT1
— Wood Talk Sat Apr 13 17:01:14 +0000 2013

5 retailer concerns at One to One Monaco

3. Engage in “zerowaste”

According to Thomas Husson, companies are expected by consumers but also by employees on their responsibility, in particular on environmental issues, even in the event of legal uncertainty. This is evidenced by the explosion of "mission-based companies", which today number 300 in France, including the ready-to-wear brand Aigle, known for its rubber boots and whose mantra is "Let only footprint of our footsteps. A revealing image of a paradigm shift in which the second hand is becoming more and more important, the company Vinted having been regularly cited during the One to One. To help companies reinvent their models, particularly in the textile industry, which is the second most polluting in the world, start-ups are developing solutions powered by AI and data. This is the credo of Fashion Data, which works with ready-to-wear brands such as Jules, Pimkie and Grain de Malice, and one of whose offers called "Demand Forecast" makes it possible to capture purchasing intentions and estimating future sales in order to produce only what the brand is able to sell and, ultimately, to limit unsold items. According to Romain Chaumais, executive leader of Fashion Data, the challenge for ready-to-wear brands is to enter the era of demand-adjusted fashion because "when you don't produce a product that would have sold poorly , you make money.

4. Successful live shopping

The live video presentation of products has been a dazzling success for a year, according to Antoine Leclercq, CEO of Caast, who ensures that this marketing operation is valid for any type of product (food processor, automobile, toy...). Antoine Leclercq delivered his best practices for succeeding in this demanding exercise. In addition to the quality of the product, the scrupulous choice of speakers (an in-house expert, an influencer, etc.) and upstream preparation with rehearsals, it is necessary to publicize the live about 72 hours before its launch. Media coverage must be done via different channels (emailing, press relay, etc.). Antoine Leclercq recommends organizing a contest whose winners would be revealed during the live and notifying the participants by text two minutes before the launch of the live of the holding of it. This method would achieve a 60% engagement rate. Another idea: mobilize influencers (or micro-influencers) for the realization of “mini-live” in order to redirect Internet users to the main live. Always for the sake of notoriety, Antoine Leclercq advises to multi-broadcast the live on social networks. Regarding the duration, if there is no strict rule, a live broadcast generally lasts between 30 minutes and an hour for an Internet user's intention of between six and thirteen minutes. Antoine Leclercq insists on the promotion of replay and warns: the broadcasting of fake live (pre-recorded videos) is to be absolutely avoided.