{"id":137077,"date":"2020-11-12T15:44:22","date_gmt":"2020-11-12T15:44:22","guid":{"rendered":"https:\/\/news.sap.com\/france\/?p=137077"},"modified":"2023-10-12T14:34:00","modified_gmt":"2023-10-12T14:34:00","slug":"etude-retail-sap-accenture","status":"publish","type":"post","link":"https:\/\/news.sap.com\/france\/2020\/11\/etude-retail-sap-accenture\/","title":{"rendered":"Achats essentiels, circuits courts, canaux digitaux : les grands gagnants de l\u2019\u00e9tude Retail Covid-19 r\u00e9alis\u00e9e par 麻豆原创 et Accenture"},"content":{"rendered":"

麻豆原创 et Accenture d\u00e9voilent, dans un contexte de crise sanitaire, les r\u00e9sultats d\u2019une \u00e9tude comportementale<\/a> pour d\u00e9coder l\u2019\u00e9tat d\u2019esprit des consommateurs, identifier les \u00e9volutions concr\u00e8tes en termes de circuit de distribution, de parcours d\u2019achat et de crit\u00e8re de choix des produits et comprendre les attentes des Fran\u00e7ais vis-\u00e0-vis de leurs enseignes de distribution.<\/p>\n

Les Fran\u00e7ais privil\u00e9gient les d\u00e9penses essentielles <\/strong><\/h2>\n

Depuis le d\u00e9but de la crise sanitaire, une r\u00e9duction budg\u00e9taire s\u2019est impos\u00e9e. En effet, 78%<\/strong> des r\u00e9pondants reconnaissent \u00eatre inquiets \u00e0 propos des divers impacts de l\u2019\u00e9pid\u00e9mie sur leur quotidien : une inqui\u00e9tude d\u2019abord sanitaire mais \u00e9galement \u00e9conomique. Cela explique que pr\u00e8s de la moiti\u00e9 des r\u00e9pondants (48%) a r\u00e9duit ses achats depuis le d\u00e9but de la crise.<\/p>\n

L\u2019\u00e9tude r\u00e9v\u00e8le \u00e9galement que 57% <\/strong>des consommateurs expriment leur intention de reconsommer \u00ab autant qu\u2019avant \u00bb, parmi lesquels, pr\u00e8s de la moiti\u00e9<\/strong> d\u00e9clarent toutefois vouloir \u00ab consommer mieux \u00bb. Un quart des Fran\u00e7ais<\/strong> ont au contraire exprim\u00e9 l\u2019intention de r\u00e9duire leurs achats sur le long-terme, port\u00e9s par une majorit\u00e9 de r\u00e9pondants ayant subi des r\u00e9percussions professionnelles. Les intentions des Fran\u00e7ais concernant les cat\u00e9gories de d\u00e9penses varient\u00a0: les d\u00e9penses \u00ab\u00a0essentielles\u00a0\u00bb comme l\u2019alimentaire seront maintenues alors que les d\u00e9penses \u00ab\u00a0non essentielles\u00a0\u00bb comme les voyages seront r\u00e9duites.<\/p>\n

Les circuits de distribution alternatifs et les canaux digitaux sont de plus en plus pl\u00e9biscit\u00e9s par les Fran\u00e7ais<\/strong><\/h2>\n

L\u2019\u00e9tude souligne une transition partielle vers des achats en circuits courts, en commerces de proximit\u00e9 ou de seconde main. En effet, un quart<\/strong> des r\u00e9pondants ont modifi\u00e9 leurs comportements d\u2019achats depuis le d\u00e9but de la crise sanitaire en modifiant leurs circuits de consommation privil\u00e9gi\u00e9s. Pour les achats alimentaires, ce sont les commerces de proximit\u00e9 et les circuits courts qui gagnent l\u2019adh\u00e9sion des consommateurs ayant chang\u00e9 de circuit pr\u00e9f\u00e9r\u00e9 : +20%<\/strong> pour les commerces de proximit\u00e9 et +100%<\/strong> pour les circuits courts.<\/p>\n

En termes de canaux d\u2019achat, l\u2019\u00e9tude observe un transfert partiel vers des parcours d\u2019achat en ligne, motiv\u00e9s dans un premier temps par des contraintes sanitaires et r\u00e9glementaires, cependant l\u2019achat en point de vente physique \u00e9tait et reste le canal d\u2019achat le plus utilis\u00e9 par les fran\u00e7ais : respectivement 70%<\/strong> et 52%<\/strong> des r\u00e9pondants le d\u00e9clarent comme leur canal d\u2019achat privil\u00e9gi\u00e9, pour l\u2019alimentaire et le pr\u00eat-\u00e0-porter, apr\u00e8s la p\u00e9riode de confinement. Le choix des Fran\u00e7ais vers la livraison \u00e0 domicile a quant \u00e0 elle augment\u00e9 de 46%<\/strong> et celui du drive de 100%<\/strong>. Ces nouveaux utilisateurs d\u00e9clarent changer de canal par crainte des contacts en point de vente, et par volont\u00e9 de gagner du temps et de la flexibilit\u00e9 dans leurs achats alimentaires.<\/p>\n

Malgr\u00e9 une motivation de changement principalement contrainte, 40% <\/strong>des consommateurs ayant transf\u00e9r\u00e9 vers des canaux en ligne d\u00e9clarent avoir d\u00e9couvert un canal plus adapt\u00e9 \u00e0 leurs besoins, ou leur permettant d\u2019acc\u00e9der \u00e0 une offre de produits non disponible via leur canal habituel, entra\u00eenant un besoin de modifier durablement les parcours d\u2019achat pour les retailers.<\/p>\n

Au-del\u00e0 des bonnes intentions, le prix reste le ma\u00eetre mot des Fran\u00e7ais <\/strong><\/h2>\n

La crise du COVID-19 confirme l\u2019importance du prix pour les consommateurs, qui font des avantages clients leur attente prioritaire envers les enseignes. Depuis le d\u00e9but de la crise du COVID-19, 29%<\/strong> des consommateurs ont chang\u00e9 ou pens\u00e9 changer d\u2019enseigne. Sur l\u2019alimentaire, la 1\u00e8re <\/sup>cause de changement cit\u00e9e est l\u2019incapacit\u00e9 de l\u2019enseigne \u00e0 garantir une stabilit\u00e9 des prix (21%), devant l\u2019absence de solutions \/ parcours d\u2019achats alternatifs (17%).<\/p>\n

L\u2019\u00e9tude r\u00e9v\u00e8le que 40% <\/strong>des consommateurs font des avantages fid\u00e9lit\u00e9 et des promotions une attente prioritaire vis-\u00e0-vis des enseignes. Les 3 premiers crit\u00e8res de choix sont les avantages clients (fid\u00e9lit\u00e9, promotions\u2026) (40%<\/strong>), le choix de produits (40%<\/strong>), et l\u2019effort consacr\u00e9 au soutien de l\u2019\u00e9conomie nationale (33%<\/strong>). Malgr\u00e9 une pr\u00e9diction d\u2019\u00e9mergence du \u00ab mieux consommer \u00bb \u00e0 la suite de la crise sanitaire, il ressort de l\u2019\u00e9tude qu\u2019en cette p\u00e9riode de crise sanitaire l\u2019engagement des enseignes pour les sujets environnementaux et soci\u00e9taux est moins prioritaire pour les consommateurs fran\u00e7ais.<\/p>\n

Enfin, le prix ressort comme facteur principal de d\u00e9cision d\u2019achat dans la s\u00e9lection des produits \u2013 pour l\u2019alimentaire et le pr\u00eat-\u00e0-porter. Pour les achats alimentaires, en plus du prix, les habitudes familiales ressortent comme crit\u00e8re principal de choix, pour les diff\u00e9rentes cat\u00e9gories de produits (frais, secs, liquides, et hygi\u00e9niques). Pour les achats de pr\u00eat-\u00e0-porter, c\u2019est la qualit\u00e9 qui ressort comme 2\u00e8me crit\u00e8re de s\u00e9lection, pour 70%<\/strong> des r\u00e9pondants.<\/p>\n","protected":false},"excerpt":{"rendered":"

麻豆原创 et Accenture d\u00e9voilent, dans un contexte de crise sanitaire, les r\u00e9sultats d\u2019une \u00e9tude comportementale pour d\u00e9coder l\u2019\u00e9tat d\u2019esprit des consommateurs, identifier les \u00e9volutions concr\u00e8tes…<\/p>\n","protected":false},"author":709,"featured_media":136886,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5592162,5599801,5589940,5599805],"tags":[5598293,14278,6,5599806],"series":[],"sapn-display":[1657070],"sapn-type":[6114],"class_list":["post-137077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","category-experience-client","category-reseaux-d-entreprise","category-secteurs-dactivite","tag-covid-19","tag-cloud-2","tag-innovation","tag-retail","sapn-display-homepage-hero","sapn-type-article"],"yoast_head":"\nAchats essentiels, circuits courts, canaux digitaux : les grands gagnants de l\u2019\u00e9tude Retail Covid-19 r\u00e9alis\u00e9e par 麻豆原创 et Accenture - 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