L’Echangeur by BNP Paribas Personal Finance publishes its trend report on changes in consumer attitudes and how retailers are acting proactively to adapt
From consumerist to integr’actor: customers have become empowered and responsible actors of the purchasing experience.
Yesterday’s consumerist customers have changed, and today have become integr’actors. Today, it essential to keep a step ahead of their new expectations at a time when requirements and roles are fast changing, to embrace a more responsible mode of consumption and commerce. What are the levers and best practices of this trend? That is what L’Echangeur shares each year with the key retail players.
L’Echangeur sheds light on four major phenomena that are today calling for the relationship between customers and companies to be reinvented.
The report presents nine decisive trends that illustrate the initiatives of a retail sector that is less and less compartmentalised and increasingly in tune with its customers.
Yesterday’s consumerist has reinvented itself as an integr’actor
Depuis plusieurs années, une tendance de fond se précise : en quête d’une meilleure employabilité de leur temps et de leur argent, les consommateurs aspirent à une autre consommation.
Directly involved in a ethical economy driven by frugality, sharing, sustainability and immaterialism, they are taking part in challenging compartmentalised systems and standards that are increasingly obsolete.
They are more sincere because of their greater awareness of an embattled environment, more integrated into processes and the production chain. This has made them become empowered and responsible actors of retail and today they have become integr’actors.
Can we still talk about shoppers and consumers?
Integr’actors are still consumers. What is different is that they have changed how they consume, forcing the economic players to effect changes and constantly adapt to stay in the game.
Today, there are four phenomena, veritable groundswells, that are driving the new trade around a common denominator (the customer), and a key lever (service):
1. enhancement of the customer experience
2. design of user-oriented services
3. ambient commerce (multichannel, permanent, instant)
4. the disintermediation of work
Over and above setting new rules of the game and deciding on the value proposals of companies, customers play an increasingly central role: they can also become influencers, sellers or producers. They are now retail partners, which mean that they have a conversational, personalised relationship in real time that is in line with their aspirations. They invite the brands to develop their role of trusted third parties by capitalising on innovative services.
For the economic players, services, boosted by the impact of digitial technology, have become a central lever for differentiation, developing loyalty of existing customers and finding new ones around an alternate mode of consumption.
This is a challenge to be raised at a time when customers are becoming increasingly demanding in their requirements: value creation is more often based on the guarantee of an ethical and responsible approach.
The winners will be those who best succeed in steering their company through the Service Centric transition.
9 trends decoded this year by L’Echangeur to illustrate the new Customer Relationship:
The Service Centric Trend Report by L’Echangeur by BNP Paribas Personal Finance decodes and analyses nine trends in line with the new consumer to assist retailers in structuring tomorrow’s Customer Relationship:
- Bring back the magic of their consumption
- Not buy any more
- Bypass sales personnel
- Be acknowledged
- Cut down the bill
- Avoid queues
- Collect their shopping
- Talk with peers
- Receive support on a daily basis
Interviews and debriefing with experts from L’Echangeur to explore Service Centric Innovation and its practices upon request.