L’expérience magasin en détail
Comme nous l'avons publié il y a peu dans notre dernier Baromètre des enseignes préférées des Francais, le pilier le plus important pour définir la préférence des clients Francais est encore une fois “l'expérience en magasin”.
Cependant depuis l'année dernière, c’est l’aspect de commodité qui prime au sein de cette expérience, reflétant le changement introduit par la COVID-19. Concrètement, ce qui compte le plus pour les clients est désormais la facilité et la rapidité d’achat, qui prennent de l’importance comparées à l’année dernière (détail ci-dessous), plutôt que l’aspect du magasin. La pandémie ayant eu de fortes répercussions sur les habitudes des consommateurs et certains éléments tels que les «Courses faciles et rapides» sont toujours très importants du fait d’une demande client accrue de sécurité et rapidité.
Besoin de réinventer l’expérience hyper
La France est le pays d’Europe avec les surfaces de vente les plus élevées et les hypermarchés sont sur le podium général des enseignes préférées des français. Néanmoins, lorsque l’on regarde le détail du pilier de l’expérience magasin, on se rend compte que ce sont de plus petites surfaces qui dominent.
Dans les questions de l’expérience magasin, nous voyons clairement que l'expérience préférée est celle des spécialistes dans des formats d'environ 300. Contrairement aux idées reçues, nous observons que ce n'est pas nécessairement celui qui a le plus d'espace et de variété qui est particulièrement apprécié pour fournir la meilleure expérience. Picard ressort donc très bien à travers toutes les variables de l’expérience magasin.
Autre fait notable: les résultats équilbrés de E.Leclerc, top 3 sur toutes les variables (à l’exception du passage en caisse simple et rapide).
Dans ces conditions, l'utilisation de l'espace et la gestion stratégique des mètres linéaires selon le client devient fondamentale. De même, comprendre les missions d'achat couvertes par chaque type de magasin et le type de client qui le visite est nécessaire pour faire une bonne allocation de l'espace. Se concentrer sur la réduction de l’effort pour le client et sur des assortiments optimisés à ses besoins permettent de concevoir des parcours client simples en magasin.Siro Descrovi, expert EMEA en stratégie client, commente : « Le marché Francais est très bien placé pour offrir des expériences client engageantes, pour minimiser le temps consacré aux courses et augmenter la pertinence de l’offre. La gestion de la disposition et de l'assortiment garantit au client cette perception de commodité dans son expérience sans sacrifier les autres aspects de l'offre, et cela n'est possible qu'en comprenant le client en détail à travers la donnée.”
Pour les hypermarchés cela représente un clair besoin de se réinventer pour davantage être reconnus sur les critères de l’expérience magasin. Forts de leurs positions sur le digital et sur leur proposition de programme de fidélité, ils disposent des leviers pour développer une expérience phygitale qui s’appuie sur la compréhension du client. Une approche généraliste avec une touche de personnalisation.
Pour télécharger l’intégralité du rapport RPI dunnhumby des enseignes préférées des français >> cliquez ici
Pour en savoir plus sur les résultats d’une enseigne, contacter Raphaël Hetier, Responsable commercial France : [email protected]
Baromètre dunnhumby 2021 : Quelle est l’enseigne préférée des Français ?
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