E-commerce, short circuit, city center: consumption by Breton households is changing

9:00 am by Dolores CHARLES

The Brittany Chamber of Commerce presented yesterday (Tuesday 8 November) the results of its survey on “the main changes in household consumption”: more than 35,000 Breton households were surveyed between March and May 2022. This study reveals new buying behaviors. The Covid crisis reinforced the share of e-commerce and small and large specialized surfaces seem to be reinforced, to the detriment of hypermarkets.

Breton consumption under the magnifying glass: as every 4 years, the Brittany Chamber of Commerce and Industry carried out a detailed survey to identify household consumption. Conducted in the spring of 2022, this study shows clear changes in the behavior of Breton consumers. With, for example, in the area of ​​food shopping, the return to small businesses, local commerce and points of sale, which is confirmed.

The trend of local consumption is confirmed

The phenomenon did not disappear after the confinements, as pointed out by Nathalie Boursier, head of the economic information department at CCI Bretagne, interviewed by Yann Launay: “In terms of market share, the large stores have dropped a few points, while the smaller stores, on the contrary, have increased a few points. We are really here in local consumption, which is also part of the consumer’s desire to consume locally. . Short circuits, direct sales, all this is also evolving positively. We are in trends that go in the development of this type of distribution, even if it remains “smaller” in the distribution in the market shares. Supermarkets continue to be 80% of the preferred places for consumption in Breton households.

Natalie Boursier

Credit: Yann Launay

The rise of e-commerce

Between 2018 and 2022, British households’ purchases on the internet doubled: this is one of the lessons of the research. The share of non-food purchases made in the chain increased from 9 to 18% in 4 years, while it fell by 5 and a half points in supermarkets and 3 and a half points in small stores. But for Fanny Bessec, who runs the British company of the same name and its 30 shoe stores, there is no reason to panic in the face of this rise in e-commerce:

“In Brittany, shoe e-commerce accounts for 22% of sales, but it’s 78% in stores. We can see that too! Most are physically fine in our stores🇧🇷 We also have our commercial websites, it’s very complementary to our stores and our customers are omnichannel. One day they buy online, the next day they go for a walk in the city center and close to the work place they arrive at the galleries. I see this omnichannel customer and it’s up to us to be where he goes in the simplest way possible at his service.”

Fanny Bessec, Managing Director of Chaussures Bessec (130 employees and 28 stores in Brittany and two online sales sites).

Fanny Bessec Credit:

Yann Launay

The city center maintains its dynamism Behind the numbers, the president of the CCI Bretagne Jean-Pierre Rivery, maintains that the underlying trends have been accelerated by the covid, with effects, for example, on the business of the center: “We see that there has been a renaissance of commerce in the city or city center with relocation, including supermarkets with convenience stores in the city center. We can clearly see that there is a resurgence of consumers also for a life in the downtown ecosystem.

We have already said it: the work that has been done with the CCIs, in particular in the lower commercial part to support the baker, the restaurateur to settle in, to modernize himself. We have also seen with the covid, the acceleration of the follow-ups that we have been doing with digital media that we are prepared for the future. Again, there was an accelerating effect that is very positive.”

Jean Pierre Rivery Credit:

Yann Launay

The uncertainty about the future This study clarifies and measures the evolution of consumption habits in the last four years, but it can hardly serve as a forecasting tool in the current period of uncertainty. Impossible to predict the near future, which is not very reassuring, as Fanny Bessec acknowledges: “There’s concern and inflation, of course. So, as we assemble collections (we have 150 brands in our stores), we’ve been trying upstream, for six or eight months, to make a selection that seems commercially viable to us. Two-thirds of our suppliers manufacture in Europe, so we’re not that far behind in terms of logistics, but leather has increased, soles are more expensive… The entire chain was necessarily impacted. It is in our selection that we have tried to pay close attention to the best quality/price ratio.

This has always been our leitmotif. But then, sometimes, we stopped some brands or we were careful to select products, which seemed very honest to our customers, given this crisis that we are all experiencing.

Fanny Bessec Credit:

Leave a Comment