Finer Options for the Best Market Figures

The figure of the consumer obediently filling his caddy at the option of the promos flickers. Between the Internet and short circuits, the purchase options are multiplying in the face of health and environmental crises. Investigation of the giant retailers at the time of the great mutation.

The disruptive power of e-commerce

E-commerce, drive, direct sales, convenience stores, wholesale, showcase store or ephemeral shop, rarely the distribution market will have displayed such a diverse face. The reinvention of the point of sale and the act of purchase is on the move, new store concepts are flourishing around the world. Some are no longer just sales places but even aspire to become places of experience. Obviously, the Internet is no stranger to the proliferation of these new commercial proposals.

In the United States, where e-commerce is even more advanced, the evolution is even more palpable. Attendance at shopping centers decreased by 60% in 10 years. According to Credit Suisse, more than 8,500 points of sale could lower the curtain this year. Never seen. Year after year, online sales are gaining ground. According to eMarketer, BtoC e-commerce worldwide revenue was nearly $ 2 trillion in 2016, up 24% from 2015. If it still represents less than 9% of the total Retail sales in the world, it has not finished growing. The institute anticipates more than $ 4 trillion in sales in 2020 through the Internet. In the hyper deal market this happens to be a regular matter.

Nagetive Consumption

“If the hypermarket does not move, it will disappear. Over the last three years, the turnover of supermarkets, emblematic places of the Thirty Glorious, grew by only 0.3%, ten times slower than the overall market.

It would have even fallen by 3 to 4% last year according to the specialized magazine Linear. Figures that announce the end of an era, and especially a concept, that of these 2,050 hypers (more than 2,500 m2) French “factories for sale” built in the middle of dozens of stores, thousands of square meters on the outskirts of cities. “Factories” that have redrawn the cityscapes and ruined the small business center.

Gradually, this consumption of mass fades in favor of another, more segmented, more opportunistic and more responsible. The crisis of 2008 accelerated the process, with an awareness of the futility of impulse purchases, greater consideration of health and the environment.

Never seen, a turning point occurred in 2016: France experienced for the first time, physical and digital trades combined, a negative consumption of 0.1%, which accelerated to 0.3% in the first half of 2017 and 0.5% in the last months of the year.

A start of decommissioning all the more notable as the increase in demographics, improved growth (1.9% forecast for 2017) and the morale should continue to increase sales . But most consumer products are selling less: bread, meat, milk, sodas, frozen food, alcohol, clothing, shoes, cleaning products, cosmetics.

A consumer increasingly sensitive to public health messages and serial food crises. Some products are durably affected, such as frozen quick-cooked, smoked salmon, battery-raised eggs or ham containing nitrite as revealed by Cash Investigation.

The consumer, more demanding on quality, is no longer “get” by promotions, like the customer who tells on social networks have bought two rolls 

of toilet paper, in a conventional store and at a discounter, and have unrolled them entirely in his garden to see that the second was a third shorter than the first!