La crise sanitaire provoquée par le coronavirus a accéléré le recours à l’e-commerce pour les achats. Pour autant, les consommateurs restent attachés aux conseils avec les vendeurs et veulent une expérience physique différente. Un mélange qui va provoquer un darwinisme digital chez les enseignes selon Olivier Vigneaux, CEO de BETC Fullsix.

1. POST COVID-19, A NEW ERA
FOR CUSTOMER EXPERIENCE

3. 7 M A I 2 0 2 0

5. Source: Havas Worldwide Prosumer survey, 2019
6-18
MONTHS
LAGGARDS
20%-30%
PROSUMERS
INSTIGATORS
MAINSTREAM
PROSUMER
ADOPTION

6. DESPERATE TIMES CALLED
FOR STRONG COMMITMENTS

7. I have developed a deeper trust in brands
that protected/supported their customers
throughout the COVID-19 crisis
82/69 89/69 98/8381/53
89%
PROSUMERS
68%
MAINSTREAM

8. I have developed a deeper trust in brands
that protected/supported their
employees during the
COVID-19 crisis
79/74 89/74 97/8483/58
89%
PROSUMERS
72%
MAINSTREAM
“People need to be the priority, and we
ought to make sure people are able to
live (…) This should be a time for
giving..”
Tim Cook, Apple CEO

9. CUSTOMER
EXPERIENCE
EMPLOYEE
EXPERIENCE

10. NEW BASICS HAVE ACCELERATED

11. After the COVID-19 crisis, I expect my
favorite brands to reward my loyalty with
special prices and promotions
69/51 78/52 65/6378/61
72%
PROSUMERS
57%
MAINSTREAM

13. After the COVID-19 crisis, the most
important element of my experience with a
brand will be: Safety and
hygiene measures
40/35 38/41 35/3430/31
36%
PROSUMERS
35%
MAINSTREAM

14. After the COVID-19 crisis: I think
contactless methods will become the new
norm (e.g., no-touch payments, cashiers
protected behind plexiglass shields)
69/58 78/70 79/6772/56
75%
PROSUMERS
63%
MAINSTREAM

16. After the COVID-19 crisis, the most
important element of my experience with a
brand will be: The flexibility of services and
payments
50/57 56/63 52/5649/51
52%
PROSUMERS
57%
MAINSTREAM

17. BEYOND THESE NEW BASICS,
WE’RE NOW ENTERING A NEW ERA

18. I
DIGITAL DARWINISM
HAS ARRIVED
II
HUMANS
AFTER ALL
III
MAKE STORES
GREAT AGAIN

19. #1
DIGITAL DARWINISM HAS
ARRIVED

20. After the first month of
lockdown, the growth of
delivery and drive has
reached 75%
+75%
The first three weeks after the
end of lockdown, the growth of
e-commerce shopping is still 64%
higher than it was at
the same time in 2019
+64%

21. 63
61
55
46
48
38
30
23
1
4
50
44
35
34
33
26
17
15
4
12
After the COVID-19 crisis, I will be
more likely to shop for these
categories of products online rather
than in-store:
Prosumer Non-Prosumer

22. After the COVID-19 crisis, I will be more likely
to shop for these categories of products
online rather than in-store : Banking and
finance
38%
18-34
44%
35-54
36%
55+

23. Electronic products and services
33% 73%
VS.
Groceries and other food items
36% 61%
VS.
Banking and finance
39% 64%
VS.
After the COVID-19 crisis, I will be more likely to shop
for these categories of products online rather than in-
store:
Health-related products
25% 49%
VS.

24. The COVID-19 crisis changed my
perceptions of online shopping; I now
prefer to shop at retailers that will provide
the most efficient online shopping
experiences
68/55 69/51 88/7373/38
76%
PROSUMERS
54%
MAINSTREAM

25. WHAT DOES EFFICIENCY LOOK LIKE ?
Survival of the fittest

26. How important is each of the following
aspects of an online/mobile
experience? The site/app is fast and easy to
navigate
93/81 89/77 94/8190/75
92%
PROSUMERS
78%
MAINSTREAM
4,5s
Littledata surveyed 2,641 sites in
May 2020 and found the average
time before full desktop page
load was 4.5 seconds
47%
47 percent of consumers expect a web
page to load in two seconds or less

27. How important is each of the following
aspects of an online/mobile experience?
It is easy to find answers
to my questions
93/79 87/78 89/7986/73
89%
PROSUMERS
77%
MAINSTREAM

28. How important is each of the following
aspects of an online/mobile experience? I
can easily connect with a human (through
chat or video interaction)
77/61 65/52 84/6369/58
75%
PROSUMERS
59%
MAINSTREAM

29. How important is each of the following
aspects of an online/mobile experience?
My experience feels
personalized
74/56 57/38 88/6461/44
73%
PROSUMERS
50%
MAINSTREAM

30. How important is each of the following
aspects of an online/mobile experience?
I am not overwhelmed
with choices
53/54 39/45 76/6049/37
57%
PROSUMERS
49%
MAINSTREAM

31. BUT DIGITAL DARWINISM IS NOT ONLY
ABOUT EFFICIENCY, IT’S ABOUT MAKING
THE WEB A MORE HUMAN PLACE.

32. #2
HUMANS OF THE WEB

33. Virtual hangouts in line with social distancing
and self isolation practices
Creative projects you can do at home
After the COVID-19 crisis: It will be even
more essential for brands to add
a human element to the digital
shopping experience
51/42 46/35 77/6151/35
59%
PROSUMERS
42%
MAINSTREAM

34. How important is each of the
following aspects of an online/mobile
experience? I can easily connect with a
human (through chat or video
interaction)
75%
In a post-COVID-19 world, how important is
each of the following website/app attributes?
Real-time chat with automated customer
service (chatbot)
62%

35. HOW SHOULD BRANDS HUMANIZE
THE ONLINE SHOPPING EXPERIENCE?

36. After the COVID-19 crisis, I expect brands
to give more visibility to their employees
and let them do the talking
71/60 81/59 83/6178/56
79%
PROSUMERS
59%
MAINSTREAM

37. After the COVID-19 crisis, how should
brands humanize the online shopping
experience? By offering video interaction
with brand representatives via their
website/app
46/33 43/21 77/5940/23
55%
PROSUMERS
33%
MAINSTREAM

38. Virtual consultations
Live streaming

39. After the COVID-19 crisis: I expect brands
to enable “community shopping” online
(ways to shop together with family,
friends, etc.)
47/35 44/26 72/5140/29
54%
PROSUMERS
34%
MAINSTREAM

40. Squadded Shopping Party is a browser
extension that allows users to shop
online with people in their network

41. After the COVID-19 crisis, I would love to be able
to buy directly from brands and businesses via the
gaming platforms I use (e.g., while playing Fortnite,
Animal Crossing; streaming entertainment)
53/42 43/31 77/5752/23
59%
PROSUMERS
37%
MAINSTREAM

42. #3
MAKE STORES GREAT AGAIN

43. Which comes closest to your point of
view? I will shop more at local stores to
support my country’s economy
31%
PROSUMERS
26%
MAINSTREAM
26/20 25/19 36/4034/29
Which comes closest to your point of view? I
am looking forward to spending time
shopping in-store after the pandemic; it’s a
hobby I missed
30%
PROSUMERS
18%
MAINSTREAM
31/23 25/16 40/2315/11

44. 68
51
45
42
38
27
28
34
1
3
71
53
51
34
32
33
30
24
2
3
GROCERIES AND
OTHER FOOD
ITEMS
HEALTH-RELATED
PRODUCTS (FROM
PHARMACIES,
ETC.)
CLOTHING AUTOMOTIVE
NEEDS
BEAUTY
PRODUCTS
BANKING AND
FINANCE
ELECTRONIC
PRODUCTS AND
SERVICES
LUXURY ITEMS SOME OTHER
CATEGORY
WILL NOT VISIT
STORES
AFTER THE COVID-19 CRISIS, IT WILL STILL BE NECESSARY
FOR ME TO VISIT PHYSICAL STORES FOR:
Prosumer Non-Prosumer

45. After the COVID-19 crisis,
it will still be necessary for me
to visit physical stores for:
Groceries and other food items
54%
18-34
80%
55+
After the COVID-19 crisis,
it will still be necessary for me
to visit physical stores for:
Clothing
43%
18-34
68%
55+

46. After the COVID-19 crisis, what will annoy me most
when shopping in-store is:
A lack of hygiene and
safety measures
41%
PROSUMERS
32%
MAINSTREAM
After the COVID-19 crisis, what will annoy me most
when shopping in-store is:
Long wait times
21%
PROSUMERS
21%
MAINSTREAM

47. IT’S TIME TO FORCE DIGITAL ADOPTION
TO ALLEVIATE THESE NEW PAINPOINTS

48. After the COVID-19 crisis,
I expect retailers to have
digital queuing systems
to alleviate long wait times
81/66 83/62 97/8576/49
86%
PROSUMERS
65%
MAINSTREAM
In South Africa, a real-time estimate of waiting time is
generated thanks to geotraking technologies

49. After the COVID-19 crisis, I expect retailers
to make my in-store visits easier
via personal appointments,
digital queues, etc.
68/57 81/51 95/8572/47
81%
PROSUMERS
59%
MAINSTREAM
“When customers come in for their appointment, they
get tailored one-on-one service — including a phone
call before their visit to better understand and cater to
their needs. That improves their experience and their
impression of the company »
Corie Barry, Best Buy CEO

50. All stores should have self-service
ordering and/or payment kiosks
available for faster/contactless
transactions
86/76 93/75 93/8984/62
90%
PROSUMERS
75%
MAINSTREAM

51. WHEN THESE PAINPOINTS ARE ANSWERED,
DESIRE CAN FLOURISH

52. After the COVID-19 crisis, I will still feel the
need to visit stores for:
Trying on, testing, and/or
touching the products
72/59 62/58 82/7058/63
70%
PROSUMERS
62%
MAINSTREAM

53. After the COVID-19 crisis, I will still feel the
need to visit stores for: The pleasure of
being surprised by what I can find in
person
56/42 44/43 69/5043/44
55%
PROSUMERS
44%
MAINSTREAM

54. After the COVID-19 crisis, I will still feel the
need to visit stores for:
Human interaction
50/39 46/34 43/2949/46
46%
PROSUMERS
37%
MAINSTREAM

55. After the COVID-19 crisis,
I will still feel the need to visit stores for:
Special events and experiences
39/32 29/16 59/4132/22
43%
PROSUMERS
27%
MAINSTREAM
“We will be bringing a little bit
more life and a joyful experience for
customers who come to our stores.”
Meave Wall, Selfridges
stores director

56. Digital interactions will never be
equal to receiving advice
from a salesperson in-store
58%
PROSUMERS
62%
MAINSTREAM

57. CRISIS IS ALWAYS AN OPPORTUNITY TO
REINVENT.
IT’S TIME…

63. “Consumers will no longer go to stores to buy
products, they’ll be going to meet people”
Scott Galloway

64. After the COVID-19 crisis, I expect my
favorite brands to reward my loyalty in the
following ways : Ability to have a say in the
company’s important decisions
21/21 26/13 35/2031/15
29%
PROSUMERS
17%
MAINSTREAM

65. INVOLVEMENT
Your customers
want a seat at the
table
MORE EFFICIENCY
More demanding than ever, customers wil want their
experience to feel easy, fast and instant
UNIQUE EXPERIENCES
HUMAN CONNECTION
The lockdown has highlighted the need
for human connection that will need to
be felt through the whole CX
SAFETY AND FLEXIBILITY
Connect them to the joy of shopping

66. THINKING OF REINVENTING
YOUR DIGITAL ECOSYSTEM?

67. 48
41
45
42
39
34
35
33
26
26
28
20
12
51
44
42
40
29
29
29
29
24
20
19
15
11
O F F E R S L O Y A L T Y
D I S C O U N T S
P R O V I D E S M U L T I P L E
I M A G E S O F E A C H
P R O D U C T W I T H T H E
A B I L I T Y T O Z O O M E A S I L Y
P R O V I D E S C U S T O M E R
R A T I N G S A N D R E V I E W S
G I V E S M E A V A R I E T Y O F
P A Y M E N T O P T I O N S
M A K E S S H O P P I N G F U N O F F E R S I M M E D I A T E
C U S T O M E R S E R V I C E V I A
C H A T W I T H A L I V E
P E R S O N
P R O V I D E S I N F O R M A T I O N
T H A T H E L P S M E S H O P
M I N D F U L L Y ( E . G . ,
P R O D U C T S O U R C I N G ,
E N V I R O N M E N T A L
I M P A C T )
P R O V I D E S V I D E O S T O
S E E T H E P R O D U C T I N
' R E A L L I F E '
R E M E M B E R S / I D E N T I F I E S
M E S O I D O N ' T H A V E T O
L O G I N O R G I V E
P A Y M E N T I N F O
M A K E S
R E C O M M E N D A T I O N S
B A S E D O N P A S T
P U R C H A S E S
P R O V I D E S 3 D M O D E L S O F
P R O D U C T S A N D V I R T U A L
T R Y - O N O P T I O N S
R E M I N D S M E W H E N I
M I G H T B E R U N N I N G O U T
O F A F R E Q U E N T
P U R C H A S E
O F F E R A V O I C E - S E A R C H
F E A T U R E
What are the most important elements of a good mobile retail app?
Prosumer Non-Prosumer

68. 48
45
42
51
42
40
OFFERS LOYALTY DISCOUNTS PROVIDES CUSTOMER RATINGS AND
REVIEWS
GIVES ME A VARIETY OF PAYMENT
OPTIONS
What are the most important elements of a good mobile
retail app?
Prosumer Non-Prosumer

69. 55
44
42
59
46
40
OFFERS LOYALTY DISCOUNTS PROVIDES MULTIPLE IMAGES OF EACH
PRODUCT WITH THE ABILITY TO ZOOM
EASILY
GIVES ME A VARIETY OF PAYMENT
OPTIONS
What are the most important elements of a good mobile
retail app?
Prosumer Non-Prosumer

70. AND SO MANY OTHERS

71. JUST CALL US!