Infographie EN

Augmented commerce
or when shopping happens at
every instant of daily life
Consumption is decidedly digital, it reinvents itself in the online shopping that
nowadays accompanies each moment of every day’s life with a consumer eager
to consume what he wants, where he wants, when he wants.
THE NEW MOMENTS OF CONSUMPTION
39 %
of French people
say they spend more time
on online shopping
than 10 years ago
50 %
... and particularly young
people aged 18 to 24.
78 %
of French people want to
be able to shop at any
moment...
80 %
70 %
This practice
has become the
number one activity,
ahead of preparing meals
of French people have
already transformed an
instant that was once
devoted to relaxing or
leisure into a shopping
instant
63 %
43 %
do so
regularly
have been shopping just
before bedtime
have taken advantage of
the ad breaks in their TV
programmes to shop
online
Thanks to their mobile they benefit from
previously “lost” moments to shop:
19 %
23 %
in waiting
rooms
18 %
between two
meetings
25 %
on public
transport
12 %
while waiting to
meet people
at the hairdresser’s
Young people are the most affected:
86 %
of them have used a
micro-moment to do
their shopping at least once
72 %
do so regularly.
A NEW RELATIONSHIP TO BRANDS
38 %
say the number
one quality of a
brand is that it
respects their
privacy and only
contacts them
when they wish.
would like advertisers
to know them better
and offer them
relevant deals only
when requested.
85 %
expect them to exceed
their expectations
by offering unique
experiences.
64 %
71 %
expect brands
to be present
exactly when
they need them
To attract this new consumer’s interest,
the brand must take a consumer service approach
and become the consumer’s personal assistant while respecting
their privacy, not invading it.
This “augmented commerce” dynamic
must be based on the 6 E’s: Experience, Emotion, Exclusivity,
Engagement, Ethics and Exchange.
* STUDY BY OPINIONWAY FOR PARIS RETAIL WEEK LED IN APRIL 2016
WITH 1010 RESPONDENTS FROM A REPRESENTATIVE SAMPLE OF THE
FRENCH POPULATION AGED 18 YEARS AND ABOVE, WITH QUOTAS TO
ENSURE THE REPRESENTATIVENESS OF GENDER, AGE, CSP, SIZE OF
TOWN AND REGION OF RESIDENCE
www.parisretailweek.com