Beyond Commerce: Making the experience more frictionless

In today’s exciting new world of commerce, we see more opportunities than risks for strong leading brands. Leading retail brands have limitless possibilities to take advantage of this new landscape. Digital must be used strategically to bridge a compelling in-store experience with the devices that now run our lives, creating a digital strategy that incorporates omnichannel selling, mobile shopper digitalisation, conversations between brands and consumers, augmented experiences through digital interfaces, and a brand architecture built on seamless access and transactions.

This environment necessitates a true understanding of shopper insights by making sense of data and behaviour. This approach also requires pragmatism, efficiency, and a dose of enchantment to deliver an engaging shopper journey and a strong business performance. It is both a structural revolution and a business challenge, and today most European retailers are working hard to make the transition with style and intelligence. The traditional retailers are back in the game and catching up with digital pure players.

Closing the gap on omnichannel

While e-commerce accounts for an estimated share of 5 percent in total European retail, the traditional retailers are back in the game and catching up with digital pure players. Zara, John Lewis, Fnac, Leroy Merlin, Carrefour, or Tesco (to name a few) are now part of the most visited e-commerce websites. The battle also takes place in the physical space. A representative example is the success of the drivethrough hypermarket format in France (representing 2,500 units on top of the 6,650 hyper/ supermarkets in 2013), which Auchan pioneered in 2000. It has become one of the secret weapons for food retailers to protect their business and build on the strength of their brand.

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