two-thirds of French retailers expect growth in 2022

This is one of the key points of the 2022 study of the Adyen retail platform, which specializes in digital payment solutions. In collaboration with KPMG, the company has just published its new study, which covers 10,000 sellers and 40,000 consumers from 26 countries. It highlights trends and innovations in the sector. Focus.

Digital transformation and omnichannel: a big challenge for retail growth

In all industries, 92 percent of companies plan to invest more in these areas in 2022. “Combining operations and customer experience is the key to success not only in terms of sales but also in terms of operational efficiency,” said Adien’s study, which shows that 62 percent of French retailers expect growth of 20 percent or more in 2022 due to the digital transformation. .

Loyalty programs and branded payment-related applications are a good starting point for making the transition: 56 percent of European consumers say they are more likely to buy from a retailer if their loyalty program works automatically through a payment card.

Dynamics that need to be strengthened, as retail growth in France is expected to reach almost 15 percent over the next five years. The impact of digital transformation will be 3 percent.

According to the survey, retailers who link payment systems to other segments for a smooth consumer experience, “unified” trade, are growing higher than those who do not. In support of this quote from Aigle Digital and Customer Relations Manager Claire-Alix Legendre, who highlights this important issue for the future of retail: and, above all, a transparent journey, ”she said in the report.

Omnichannel guarantees growth

Specifically, 51% of companies surveyed say that online sales were able to offset the losses of regular stores during the pandemic. The health crisis has shifted. For 61 percent of consumers surveyed, retailers should offer the same multichannel flexibility as during the health crisis. Conversely, 69 percent of French consumers say they will no longer visit stores where they have had a bad shopping experience, whether online or in stores. In France, online sales have proved to be fundamental to reducing store losses due to closures during the health crisis: more than half of retailers have been able to see this.

The consumer remains very attached to the physical store

This is flawless. The French reaffirm their commitment to shopping and contact with people: in fact, 62 percent say they prefer to shop (compared to 59 percent overall), and 63 percent continue to shop for pleasure, clinging to the aspect rest. shopping. And almost half of retailers expect their share of revenue from regular stores to increase in 2022.

But now there are prerequisites for this loyalty: French consumers are now accustomed to benefiting from a quality customer experience and will not go back, consumption patterns and commerce have changed. Almost two-thirds of them believe that stores should be attractive and offer a real experience, not just the range of products that can also be found online. From this point of view, innovation is the determining factor. For example, according to a study by Adyen, 48 percent of French people would like to be able to try pre-selected products online in the store.

Therefore, the future is the culmination of hybridization of procurement routes, which allows us to go even further and offer customers maximum freedom and personalization.

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