According to the latest FEVAD study, e-commerce sales are up 25% for the second quarter of 2021. This growth shows that the COVID effect has definitively anchored e-commerce in purchasing habits. But more than pure players, multi-channel retailers are the big winners of the COVID.
E-commerce + physical retailer = the winning combo
Physical retailers are benefiting more from this momentum than pure players. Their online sales rose by 35% in the second quarter of 2021. This is faster growth than for e-tailers, whose sales (excluding marketplaces) are up by just 24%. These second-quarter figures clearly illustrate that a phygital strategy is the winning strategy for retailers. It merges physical commerce (retail) and digital commerce (web).
RECORD online sales growth for the household appliances and beauty sector
While sales excluding fast-moving consumer goods (FMCG) remained at last year's level (+2%) inQ2 2021 vs 2020 (+46% vs Q2 2019), furniture/decoration sales continued to accelerate with +35% (+140% in April). Technical products/appliances and beauty/health are approaching the record sales levels recorded during the1st containment. Up 47% and 91% respectively compared with the second quarter of 2019 ( source FEVAD).
What e-commerce strategy for retailers and their stores? ?
Buying on an online store or in-store?
The latest figures from FEVAD confirm that customers continue to go into stores while waiting for their favorite chains to offer them an e-commerce site. They don't want to choose! It's up to retailers to offer the choice for multi-channel shopping, according to the moment in their lives. So, what e-commerce strategy should be adopted to optimize both channels and thus adopt a coherent discourse at all points of sale?
A unified sales strategy: no more e-commerce on one side and stores on the other.
Developing an e-commerce site that looks like all the others won't differentiate you and create preference. On the other hand, you don't want to amass thousands of disorganized product references in a store. Products at all prices, where customers are overwhelmed by the choice, with no education and no customer advice, while sales advisors are tasked with the traditional full-clean-price service, will be asked why they still go to the store at all? What if it were time to implement a multi-channel selection assistance strategy?
It's not easy to put an advisor behind every customer, especially when they're on your e-commerce site! An embodiment strategy is an easy way to differentiate and reassure your customers.
What tips do you have for embodying your business?
- Customer reviews in the aisles and merchandising of your stores
Give your customers access to their opinions on a small handwritten or printed card, and integrate them into your merchandising. You'll soon notice an impact on your sales.
Would you like to professionalize this process? With the EKOO solution, let your customers talk about your products through audio testimonials they can listen to in-store and on your website.
- Showcase the wealth of your products and the expertise of your teams on your e-commerce site
Are your sales teams passionate about their work? Are your products designed with know-how and expertise by committed teams? Give them a voice on your site by including quotes in your product data sheet text, highlighting your "+ products".
Dust off your product sheets by integrating a real audio testimonial from your designer, product manager or even your passionate salesperson. The voice conveys authenticity and reassurance! Having trouble getting your head around it? We'll show you a small example of an audio testimonial from a product enthusiast!
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