Locala presents its 2022 Retail Insights Barometer

Locala, ex-S4M, specialist in digital marketing and omnichannel solutions for Retail, presents the Retail Insights Barometer 2022. World leader in Drive-to-Store discusses the “New Retail” post-covid, which sustainably combines the real and the virtual and tends towards more sustainable trade. In its 2nd barometer, it takes stock of retail trends in France and around the world and deciphers the changes that are revolutionizing the sector. In this Barometer, Locala takes stock of the 10 trends that are transforming Retail.

The big marketing projects for 2022: making the purchase easier and saving time for the consumer

The changes wrought by the health crisis are now lasting trends. Since Covid, online shopping habits have consolidated. And the numbers prove that consumer behavior has changed for the long term. In France, the turnover of online sales reached 129.1 billion euros and registered an increase of 15.1% vs. 8.5% in 2020. E-commerce thus represents 2.1 billion transactions, an increase of 16% over the last 12 months.

In stores, the strong acceleration of digital, whether in contactless payment or mobile services, pursues a goal. It’s about reducing wait times at checkout or even phasing out cashiers as we know them. From now on, consumers want to live their lives faster and easier, and fast-track shopping is exploding in the heart of the big French cities. Note that Quick commerce grew 86% in 2021.

new solutions

To improve last mile management, many new autonomous robot solutions are in the testing phase. In the same vein, the advent of Dark Stores (a type of retail business based on the delivery of everyday consumer products ordered from an online application) aims to drastically reduce delivery times. In September 2022, the Minister responsible for SMEs and Commerce, Olivia Grégoire, assured that the Dark Stores will be designated as warehouses, with upcoming decrees.

And with the development of this digital universe, customers are looking for ease, towards unified commerce between digital and physical. This is to make the process fluid and give the possibility of starting a purchase act in one channel and ending it in another. And that’s no problem. More than ever, delivering omnichannel experiences that span both online and offline channels forms the foundation of 2022 marketing strategies.

photo credit: Locala

Mobile getting stronger with the development of M-commerce

Among digital sales channels, mobile remains mandatory. According to FEVAD, mobile sales will grow again in 2021 (+23%). And now, we’re talking about great apps. It’s about building an entire ecosystem within the app where people can entertain, chat, shop and bank. It’s about providing complete shopping experiences. And with new financial services. Among them, payment, native and centralized, is an integral part of use. Difficult for example to escape the BNPL (Buy Now, Pay Later).

Increasingly present on e-commerce sites, this option allows consumers to test and then send back what they don’t want to keep and only be charged for the chosen products. In short, the app is becoming the pillar of brand strategy in a world that has become hybrid: both the digital flagship (25% of online commerce in apps with conversions twice as high as on the web) and the iron launches stores increased (in-store service, contactless payment, etc.).

Among apps, social networks are doing well. Purchases via social networks are expected to triple by 2025 to reach 1,200 billion dollars in the next 3 years. This growth in social shopping could even make social media a formidable threat to e-commerce platforms.

From “Retail has increased” to the metaverse

By 2022, according to Statista, an estimated 1.1 billion people will be using augmented reality on their phones. A phenomenon that is changing for Retail. 75% of shoppers expect augmented reality experiences from retailers (Hubspot study). Democratized and modernized by the Covid crisis, the QR Code is becoming one of the keys to the retail customer experience. But now stores go even further in offering experiences to generate emotion.

After the Covid period, consumers need entertainment and lightness more than ever. That’s why new playful and fun devices appear in a brand’s universe. More generally, games are interfering almost everywhere in the customer buying process. For example, Nike is rolling out its Nikeland Roblox experience. Inspiration is to transform “sport and game in a lifestyle” (Augmented reality via Snapchat Lenses, interactive sports mini-games integrated into the digital store). Additionally, Nikeland’s digital showroom will allow consumers to dress their avatars in Nike merchandise.

And now, the new interactions go even further. 2022 is the year of the metaverse and Bloomberg Intelligence estimates that it is already worth 500 billion euros and will reach 2,000 billion by the end of the decade. Through the metaverse, consumers can view and evaluate products in a virtual environment before making a purchase. Retailers can reach new audiences and encourage real-world purchases. By 2022, more than 50 billion dollars are expected to be spent to buy virtual objects, avatars, “furs”🇧🇷 The world of luxury and fashion in general is at the forefront and Gucci is the leader.

Photo credits: Locala

Towards a more sustainable and humane way of consumption

If the goal is digitization, time is also important. “rehumanize” the relationship between retailers and their customers. And that, to recreate a climate of trust, potentially broken by the health crisis. “Human First” now seems to be the creed that is to come, which translates into a return to local commerce (according to Google, searches for local commerce have been “multiplied by 4 between Q3 2020 and Q3 2021”) and the addition of human relays at the various points of contact in the purchase process, including online. Now we’re even talking about a connected seller, which is becoming the role model. Digitization makes it possible to free them from certain time-consuming commercial gestures in favor of advice, even by video.

Retail thus intends to reaffirm its social function and assume its ecological responsibility. Sensitivity to sustainability issues is indeed growing. And a brand’s responsibility strongly influences the transition to purchase. we are talking about Conscious Retail🇧🇷 Brands must now combine profitable and sustainable growth. And many are already engaging in concrete green actions, capable of reasoning in consumers’ day-to-day lives. The initiatives are many. For example, in 2022, Clarins opens its first eco-responsible store. The Yves Rocher Foundation is committed to ensuring that every tree planted in Minecraft plants one in reality. Or Lidl Belgium’s support for the ecological transition of farmers.

photo credit: Locala

To learn more about the 10 trends that are transforming retail, download Locala’s Retail Insights Barometer 2022!

Download the full report

Leave a Comment