The regional ICC notes a drop in consumption patterns of Breton households

35,000 Breton families were questioned in spring 2022 by CCI Bretagne. After two years of closing and reopening stores due to Covid, this vast survey carried out every 4 years assesses the new buying behavior of Breton families. The acceleration of e-commerce marks a break from previous research. Its share of non-food purchases increased by 9%. Fanny Bessec at the head of the family business Chaussures Bessec (28 stores in Brittany, one in Le Havre and 2 sites) confirms the trend by emphasizing a customer journey that requires increasingly specialized tools.

13,000 euros is the average value of current expenses of Breton families per yearπŸ‡§πŸ‡· It is slightly lower than that observed at the national level (13,400 euros). πŸ‡§πŸ‡· Current expenses mean all ofthink about clothes, shoes, food …but also leisure expenses, recalls Nathalie Boursier, in charge of carrying out the study on behalf of the British ICC. These expenses represent the 1er heading of total household expenses (32%), ahead of rents (27%) and transport (13%) and increased by 6% compared to 2018. β€œThis The increase includes the increase in the Breton population, inflation, the shift to organic products, which are often more expensive, etc. πŸ‡§πŸ‡·

80% of food purchases made in supermarkets

Among current expenses, half is for food. πŸ‡§πŸ‡· Purchases grew 9% compared to 2018.” Here, there are no major changes: supermarkets account for 80% of purchases, stores of – 300 mΒ², 15%, short circuits, 4% and online sales, 1%. πŸ‡§πŸ‡· There are no major differences with the previous measurement period, supermarkets lose 2.5 points and small businesses gain 1.5 points. This is explained by a growing supply of food stores in the city centerπŸ‡§πŸ‡· It should be noted that the expenditure of Breton families in hypermarkets is 9 points higher than the national average, due to a greater number of these surfaces.

Non-food purchases: strong growth in e-Commerce

The drop can be observed in non-food purchases, which increased by 3% compared to 2018. πŸ‡§πŸ‡· In four years, the share of e-commerce has doubled. It went from 9 to 18%, that is, 886 million more out of a total of 9.7 billion euros in expensesπŸ‡§πŸ‡· This rupture, which accelerated with Covid, is occurring to the detriment of physical stores regardless of their size (-5 points for supermarkets, -3.5 points for stores of -300 mΒ²). It is even more striking when we look at the various goods in question. E-commerce captures 22% of footwear spend in 2022 versus 9% in 2018. The situation is almost identical for clothing and jewelry. πŸ‡§πŸ‡· IThe explanation lies in second-hand ready-to-wear development with platforms like Vintedexplains Fanny Bessec. Fortunately, the shoe still escapes this phenomenon, except perhaps in children’s shoes whose lifespan is very short. On the other hand, we are fighting private sales and pure players like Zalando, Sarenza or Spartoo. πŸ‡§πŸ‡·

Accelerating the omnichannel journey

The businesswoman who has just taken over the reins of the family business knows what she is talking about. The Bessec brand has just celebrated its 160th anniversary, has 28 shoe stores in Brittany and two e-commerce sites. πŸ‡§πŸ‡· Our keyword is adaptation. Each generation has known its tragedies. Ours was Covid and today we are entering a period of total fog. Β» The distribution of stores between the city center and shopping malls is balanced. β€œWe opened our first store in a shopping mall in 1970 and our first website in 2012. Covid accelerated customer omnichannel. He imagines that a drone will drop off his pair of shoes in two hours. We are in the immediate. It is up to us to invest in the right tools to streamline all our sales channels. That’s why we’re investing in a powerful ERP to add an order orchestration toolπŸ‡§πŸ‡· At Bessec, most of the billing is done in the store. β€œE-commerce is mixing with all our stores. It represents the equivalent of an average store, but is a business provider for the entire network. It is also our first shop window, when our customers open the door of one of our stores, they already know what they want. πŸ‡§πŸ‡· The e-commerce site promotes networking and opens borders: 50% of customers are located outside Brittany.

“E-commerce will not replace physical commerce”

πŸ‡§πŸ‡· Physical commerce will not be replaced by e-commerce We saw this when Covid emerged, especially in small towns like VitrΓ©, Morlaix or Dinan, customers returned very quickly to our storesπŸ‡§πŸ‡· In the context of inflation, the company suffered price increases of between 7 and 8% from its partners. β€œWe didn’t buy certain models whose price seemed disconnected from the families’ economic situation. Β» Forced to reduce its energy bill by 10% by the end of 2023, the company significantly reduced the length of lighting periods in stores (less 5 hours), opted for LED lamps and asked its teams to close their doors when the heating or air conditioning is on. β€œIt’s the complete opposite of what I was taught, but we have no choice. You have to stay in the game concludes Fanny Bessec.

supported merchants

πŸ‡§πŸ‡· The rise of e-commerce is weakening merchant activity. In addition, they have to bear rising rental costs and face competition from large food chains, which are increasingly likely to want gates in city centers.emphasizes Jean-Pierre Rivery, president of the CCI Bretagne. The challenge today is the last kilometer with the highest demand for storage on the 4-lane waterfront. It is up to us, elected officials, to be vigilant, attentive to the balance of activities, to the vacating of stores and the artificialization of the soil. “. There are devices to help traders invest or liquidate. Like the Trade Pass. It is funded by the Brittany Region and the EPCIs and implemented by the CCIs with grants of up to 7,000 euros. πŸ‡§πŸ‡· 400 companies were thus supported in 2022 by the ICC. we have some helped 900 other people digitize their modelπŸ‡§πŸ‡· This trade observatory, created with the help of local CCIs, allows us to implement local policies to drive sales with our partners. It is an aid in decision making for commercial development projects”, concludes Jean-Pierre Rivery.

Discover the complete consumption survey of Breton households (2022)

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