{"id":1607,"date":"2020-06-18T11:53:44","date_gmt":"2020-06-18T11:53:44","guid":{"rendered":"https:\/\/retail-optimiser.de\/?p=1607"},"modified":"2020-09-02T11:11:41","modified_gmt":"2020-09-02T09:11:41","slug":"how-consumers-are-driving-retail-transformations-more-data","status":"publish","type":"post","link":"https:\/\/retail-optimiser.de\/en\/how-consumers-are-driving-retail-transformations-more-data\/","title":{"rendered":"How consumers are driving retail transformations: “More data, please!”"},"content":{"rendered":"\t\t
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A study, conducted by OpinionWay on behalf of Alkemics shows that 83% of people in France seek out information about food products. This stems from a desire to choose quality products that are better for their health, as well as those made in France when possible. How can consumers navigate and find information in an era of hyper-choice? And how can retailers rethink shopper experience in-store?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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For more transparency<\/h3>\n

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One thing is for sure: they won\u2019t necessarily wait to be in a store to seek out this information, and not all the information they need can necessarily be found there. For 64% of people in France, packaging is still the classic way to find product information.<\/p>\n

However, a new resource has emerged:consumer apps are now used by nearly 2 out of 10 people in France. These are excellent numbers for these apps, which had not yet been developed 3 years ago. The star among them, Yuka, was created in 2017, and now sees 14 million downloads and 2 million products scanned per day.<\/p>\n

Manufacturers have become aware of the importance of sharing product information through these apps. \u201cOur job is to assist the shopper throughout the entire customer journey, and transparency is no longer optional.<\/p>\n

This is because consumer apps are a point of contact that is seeing increasing use.\u201d Explained Emmanuelle Orgogozo, Director of Omnichannel Development with Labeyrie Fine Foods. \u201cWe no longer ask ourselves whether or not it is necessary \u2014 it\u2019s our job to coordinate our operations to provide the required nutritional information about our products via these apps.\u201d<\/p>\n

This means that complete and accurate product data is essential, not only to ensure regulatory compliance but also to attract consumers and gain their trust. Brands, well beyond the food industry, are making transparency a key aspect of their business.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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For a new in-store experience<\/h3>\n<\/div>\n

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In a data-oriented landscape, stores have a greater role to play than ever. In order to differentiate themselves from pure-player competitors, these retailers need to become product experts, able to offer true added value with the advice they provide. In addition to the classic descriptive information on products, retailers also need access to manuals, technical specifications, guidelines, etc.<\/p>\n

In practice, salespeople are now facilitating an \u201caugmented retail\u201d environment, with a variety of digital resources at hand to support them in selling their products: catalogs, configurators, express check-out solutions, etc. These resources enable them to focus on addressing questions from consumers, who are also connected and well-informed.<\/p>\n

Stores themselves are also undergoing transformations to create an information-rich customer experience. Among these cutting-edge new projects is \u201c4 Casino\u201d, featuring a series of in-store innovations that include a \u201cwine chart\u201d that suggests food and wine pairings when a bottle is scanned, electronic SES-imagotag labels displaying Nutri-score and quality ratings, etc.<\/p>\n

\u201cIn our store Le 4 Casino, we have developed a concept where digital innovations serve the customer experience and new consumer needs. We felt it was essential to be able to offer a new type of product range, as well as to promote product transparency,\u201d explained Cyril Bourgois, Director of Strategy, Digital Transformation and Innovation for the Casino Group.<\/p>\n

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To do this, electronic labels, whose data is supplied automatically via Alkemics, display both prices and information such as organic certifications, Nutri-scores, allergy information, etc. Through this new collaboration, we can also improve the efficiency of our customised marketing tools thanks to increased product knowledge.<\/p>\n

Cyril Bourgois, Director of Strategy, Digital Transformation and Innovation for Groupe Casino<\/p>\n<\/blockquote>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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More data for new applications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Of course, data has always played an essential role in retail operations. Nowadays, all departments and processes also rely on the quality of the available data. These include:<\/p>\n