A lire sur: http://www.atelier.net/en/trends/articles/urbanisation-and-digitisation-key-factors-retail-store-tomorrow_422802
Frost & Sullivan predicts that in
twelve years’ time retailing will have been transformed by globalisation
and an average personal connectivity that will be much higher that it
is today.
Market analysts at Frost & Sullivan predict that by
2025 global online sales will represent 19% of all consumer purchases,
worth a total of $4.3 billion. According to their study Bricks and Clicks:
Next Generation of Retailing, this compares with online sales that
accounted for only 5% of the world’s total in 2011. Frost & Sullivan
is of course not the only consultancy to have noticed the profound
changes which have already impacted and are set to transform retailing
in the years to come, but the two analysts who authored the report,
Archana Armanath and Archana Vidyasekar, point to three ‘mega trends’
that will have to be taken into account in any forecasts. They argue
that social trends, growing urbanisation, and the increasing overall
connectivity among the population are the major factors that will drive
the retail industry to reshape its structure.
Urbanisation and connectivity
The Bricks and Clicks report points to the growing
connectivity and convergence among the world’s population, enabled by
the number of mobile devices in use, coupled with the planet’s galloping
urbanisation, as two key trends. Frost & Sullivan estimates that by
2025 there will be over 50 major metropolises worldwide, of which 35
will be ‘megacities’, and each inhabitant will own an average of five
connected devices. Lack of space within cities will force stores to
reduce in size by 15 to 20%, and buying methods will be transformed with
the use of sensors and through greater interplay between
bricks-and-mortar stores and their digital incarnations. The analysts
also looked at the use of emerging technologies, including geolocation
services based on Foursquare, purchasing using Augmented Reality at
Wal-Mart and fashion company Diesel’s use of holographic imaging.
Generation Y
Among the social trends that Frost & Sullivan thinks
are likely to change the face of retailing, Generation Y is sure to have
a big say. The analysts estimate that the world will by 2025 play host
to around 2.4 billion digital natives, who are already used to the ways
and habits of online commerce. The future will also be about targeting
customers better, with the emergence of a middle class in India and
China numbering some 1.5 million people. The age and gender of the
customer will be further important factors, given that by 2025 one
customer in ten will be 65 or over, and one out of three people in
active employment will be a woman.
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