Newsletter #24 - Retail vs E-commerce: 3 Lessons from our last Clash event with DtoC experts

Hi !

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You've probably heard that Nafnaf announced its move into judicial recovery last week.

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Meanwhile, Zeta is celebrating its 3rd anniversary by opening a shop in Bordeaux and Rouje is landing in NYC.

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So, what do we think of retail in 2023?

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I'm sharing what I know on the topic and some insights from our latest Clash event in Paris "Omnichannel vs Pure Player" with Jonak, Ocarat, Detective Box, and Hydratis ⬇️

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Retail is dead, but not human relationships 👑

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High street shopping is changing rapidly, and experts advocate for omnichannel strategies and data-driven approaches.

But they overlook one thing: every click is human, with its own needs and aspirations.

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Contrary to popular belief, only 16% of Gen Z and 11% of Millennials avoid in-store interactions.‍

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So, retail is far from finished; it's simply evolving towards a more human and connected model.

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The key to success? Offer your customers authentic experiences that foster loyalty and turn your buyers into brand ambassadors.

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‍^{Mastering the comeback like Camaieu
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The French retailer declared bankruptcy a year ago and teamed up with the French influencer Léna Situations to announce its return in September 2024. In her latest video (+1M views in 2 days), the influencer highlighted a job opportunity at Camaïeu, which is actively searching for a communication specialist to relaunch the brand. Smart move.}

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Think hybrid commerce! 🧜🏻

Retail focuses on sensory experience and credibility, while e-commerce offers 24/7 availability, limitless choice, and valuable data.

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Forget the dilemma between the two, focus on "hybrid commerce", an omnichannel model that takes the best of both worlds, ensuring a seamless and frictionless customer experience.

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Here are 3 real-world examples:

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• Offer the same functionalities online as in-store, like Balibaris with split payments (available with Klarna In Store).
  
  
• Bring your universe to life like Make My Lemonade, which holds DIY workshops in-store, offers a space for buying fabrics and patterns, and even has a tea room!
  

• Gamify your in-store experience, for instance, by adding a spin wheel like Cabaïa.

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<sup>Bigblue Friends

If you're considering going physical, I'd recommend Label Experience agency. I'm a big fan of what they've done for Vanessa Bruno, Sézane, Boxy, Clarins, and Bonsoirs.</sup>

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3 tips to try without getting your feet too wet 🛒

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Opening a physical store is one thing; running it is another.

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To help, here are three tips to test your concept without long-term commitments:

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• The pop-up: The trial version of retail. An excellent way to test your product and generate buzz around your brand!
  
  
• The corner: Investing in a dedicated space within a well-known store is a fantastic strategy to quickly gain visibility and build international credibility! A (Jon)hack tested and approved by Lisa Nakam.

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<sub>Bigblue Tips

‍From Future uses Bigblue to manage its stock replenishments for its shops and corners in France and Europe! In fact, the brand has just opened a corner at Rinascente in Milan. Bravissimo 👏</sub>

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• The stand at an event allows you to pragmatically test your concept while getting maximum exposure to a targeted audience.

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^{Zoom over to the GP Explorer!
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The GP Explorer is a Formula 4 competition between internet influencers. This event is organized by the French YouTuber Squeezie. With 60,000+ followers present in person and 4 million watching Squeezie's live – it was the place to be. Brands like Rhinoshield, Spacefox, and Del Arte were in the limelight. Are you in for the next ride?}

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Feeling the retail buzz after this newsletter? Or perhaps a few lightbulb moments for your store game?

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See you soon,

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Julie

E-commerce Expert @ Bigblue