This online boutique, far from being ephemeral, has become a real way to support the customer throughout the buying journey. Madness met Henri David Bedjaoui, CEO of the company ColorsMatt D’Souza, CEO, Inc broad company and Émilie Benoit-Vernay, President, Southern Europe at the European Union Shopify. Decode this trend, to see how e-commerce has become a hub for innovation.
The coexistence of online sales and physical sales geared towards customer satisfaction
On Tuesday, March 17, 2020, the death knell sounded. Containment is in effect. Shops are closed. For small companies, which are still a little digitized, the situation is difficult. Should we wait for the health situation to improve? Then many professionals choose to create an online store. It is this option that will subsequently allow the development of a real breeding ground for innovation Comprehensive innovation center.
For a long time, e-commerce was “just” a new network store says David Bedjaoui, CEO of Colorz. “We found ourselves in a context that was innovative for some at the time, but frustrating for the brand’s employees. The sellers were always against each other: the physical store versus the website. Then e-commerce changed and matured. Today it is no longer a store but a service at the customer’s service ».
In fact, the various acquisition channels (website, physical store, social networks, etc.) have become interconnected, which makes it possible to talk about appearance. “of the axes”.
Thanks to this connection, e-commerce is no longer simple.” additional channel but he became Services Complementary. E-commerce no longer only plays the role of a store, but also of a catalog, display, or even an alternative solution to attract a customer when an item is not available in the store. As David Bedjaoui, CEO of Colorz, explains, the links are becoming particularly close between the physical and the digital : “Today, if a physical store does not list an item in our size, this is no longer a problem: the item can be ordered from the store directly on the e-commerce site. The online store has become part of an environment dedicated to customer service. The goal is not to turn it into a new point of contact, but to provide The customer with a single hub with multiple touch points. The digitization of the brand will provide it with this service.”
Take advantage of brands that already have a community
On the contrary, brands that first launched online have been able to promote the creation of their online community. With or without an e-commerce brick, these brands were able to launch and communicate easily about physical store openings. In fact, the e-commerce or content producer already has a commitment and a community.
Hence the logic of symbiosis is possible in both directions. “During the Covid period, we have seen a massive influx of local merchants who, in order to survive, have embarked on online commerce.” Emilie Benoit Vernay, Head of Southern Europe at Shopify.. After that, the local merchants wanted to keep the two canals […] Although these tools were previously considered competitive. Today, we are also able to reverse the equation, as evidenced by the advent of the creative economy. […] On the one hand, we help merchants who have a product create a community, and on the other hand, we help creators live thanks to their community.
The emergence of innovations based on e-commerce
E-commerce website builder platforms have made more accessible innovations in e-commerce businesses. This is the case by making it easy to implement tools that do not require advanced computer skills. Today, Shopify is a complete ecosystem that fosters innovation. says Matt D’Souza, CEO of The Wide Company. “The services offered to merchants adapt to customer demand. The features available in terms of protection against online fraud, or environmental impact measurement are evidence of this. Shopify now has a carbon footprint calculation module, and has implemented several banking checks and analyzes to prevent fraud. It is even possible to develop your own jobs.
As such, the e-commerce of tomorrow will have to make it possible to buy in the same way as in a store. Innovations in this sector are directed in this direction, but delivery constraints are a limit to this goal. However, a solution can be found precisely in the nature of multichannel channels. ‘Ship from Store’ really challenges retailers’ innovation logic says David Bedjaoui, CEO of Colorz. “Do I need a central inventory for e-commerce and more inventory ‘dispersed’ through my network of stores? Why not use the shops as a stage of distribution? contains the item the customer is looking for, the item will leave from that store”.
This interconnection will allow the customer to obtain more information about the articles, in particular about their availability or restocking. In fact, the stores link directly to the brand’s website(s). The payment itself can be made on the merchant’s app, to avoid any waiting at checkout, which many brands already offer for some accessories.
“E-commerce is the cornerstone of brand digitization. But we are only at the beginning.” to remember Colorz CEO. “It is hard to imagine the uses of tomorrow. If e-commerce was a white sand beach, with palm trees and fish, innovations would be grains of sand on the beach in perpetual formation. All of these innovations help shape e-commerce in the future, and it is e-commerce that is evolving continuous. “.