Rivoluzione al dettaglio

Nei prossimi anni nulla rimarrà uguale per il business online, in particolare nel settore del grocery. Il mercato britannico - che ha guidato il mercato in Europa per molto tempo - sta attualmente cercando di trovare la combinazione perfetta tra online e fisso. Il 2014 sarà un anno cruciale per decidere chi ne uscirà vincitore negli anni futuri. Pro Carton ha parlato con Lisa Byfield-Green, analista senior del rinomato Institute of Grocery Distribution, del futuro e del packaging.

Gli acquisti online di generi alimentari stanno crescendo rapidamente e la multicanalità sta diventando sempre più mainstream nel Regno Unito. Cosa sta determinando questa crescita fenomenale? Mentre le vendite nei negozi rallentano e l'online continua a crescere, i rivenditori cercano nuovi modi per conquistare una quota crescente del mercato digitale e online in continua evoluzione.

Con il 6,3%, il Regno Unito è il mercato con la maggiore penetrazione online, seguito dal 4,3% della Francia. Nei prossimi cinque anni, gli acquisti online di generi alimentari raddoppieranno in molti mercati europei.

In advanced online markets, the opportunity to develop bespoke products just for online will challenge manufacturers to innovate like never before. Products that meet shopper needs that don't work in store could revolutionize consumer goods.

Multichannel - a major focus for the big grocery retailers

In the UK, development is advancing at a fast pace. Asda's CEO Andy Clarke spoke at length recently about the retailer's plans to boost multichannel growth and differentiate its proposition over the next few years through increased investment and leverage from parent Walmart.

Nel frattempo Tesco ha ribadito il suo desiderio di costruire una leadership multicanale e ha rivelato un profitto di 127 milioni di sterline dall'online lo scorso anno, nonostante l'aumento delle spese generali e della complessità di queste operazioni.

Sainsbury's highlighted the importance of its rapidly growing online and digital sales channel with the promotion of online director, Jon Rudoe to the position of Digital and Technology Director, with a seat on its board.

Nonostante l'ingresso tardivo nel mercato, Morrisons sta cercando di far crescere rapidamente la propria presenza online, con l'intenzione di collaborare con Ocado per raggiungere il 50% del Regno Unito entro l'inizio del prossimo anno.

Sostenibilità e convenienza negli imballaggi

"Shopping online for groceries has been around for the last 14 or so years and is not new. However, what is new is the rate of change, in particular with the rapid uptake of mobile devices. Multichannel has now become mainstream and the expected norm for consumers. This has left retailers and suppliers largely playing catch-up to changing demands", says Lisa Byfield-Green, Senior Analyst of IGD.

"As online retail becomes mainstream, there is a growing interest from shoppers and retailers to consider the environmental impact. On the retailers' part this has involved optimising supply chain processes and delivery routes to reduce costs and environmental impact. For example, UK retailer Sainsburys has been using fewer plastic bags for its online orders, sending bulkier items unpackaged in crates. The retailer also offers to recycle customers' plastic bags for them when delivering to home."

I rivenditori di prodotti non alimentari come John Lewis, Amazon e House of Fraser vedono già circa la metà del loro traffico online provenire da dispositivi mobili e questo è destinato ad aumentare ulteriormente il ritmo del cambiamento nel prossimo anno.

"Amazon has for some time been focused on packaging. It has a frustration free packaging initiative for its own brand Kindle products and has been working with manufacturers to make the initiative more widespread, after CEO Jeff Bezos encountered difficulties opening items he had ordered online."

Offerta multicanale senza soluzione di continuità

Few businesses have integrated online into a seamless multichannel offer. Developments in France point to a hybrid future model: Auchan has developed a fresh food emporium located next to a Drive, a good example of 'bricks and clicks' - as the British elegantly put it - working in tandem. Also in France, Leclerc has set up a central unit that picks grocery shopping for three remote collection points, located at high traffic destinations.

Nel corso del prossimo anno ci sarà una maggiore attenzione a rendere i servizi più accessibili e convenienti. I nuovi operatori e i diversi modelli di distribuzione (ad esempio, l'abbonamento mensile) sconvolgeranno i distributori tradizionali.

This will involve rapid growth in the rollout and usage of "click & collect" including drive-thru facilities, as well as pick-up services from new locations such as commuter hubs and the workplace. At the same time delivery passes, shorter delivery slots and the bringing together of grocery and non-food are likely to shape developments in home delivery. 25 per cent of online grocery shoppers already used a "click & collect" service in January 2014.

Ahold's expectation is that pick up points can be more profitable than home delivery. Shoppers in the Netherlands, who purchase before midday can collect after 1800 and spend typically between €75 and €100.

Cecile Riverain, IGDs International Research Manager: "Scale is no longer an absolute advantage. With low start-up costs for online businesses, new models and ideas can come to life faster than ever before. Click and collect has become a popular channel with future focus on adding capacity and developing more efficient fulfilment models. Multiple retailers are looking to target shoppers during their daily journey to work. Asda, Tesco, Waitrose and Amazon are all looking to establish permanent click and collect facilities at underground stations across London, with same day collection for ultimate ease of ordering."

However, Click & Collect shoppers are still at the experimental stage - 5 per cent only using this type of online grocery service, with 15 per cent of online grocery shoppers intending to use the service more in the future.

"The more seamless and convenient the shopping experience – whatever the time of day and whatever the channel –, the more customer 'stickiness' retailers can expect to see", says Byfield-Green. Those shopping across multiple channels with a retailer are also likely to become its most loyal customers.

La concorrenza sul mercato aumenterà. Amazon, che non è mai stata in disparte, sta innovando rapidamente e minaccia di rubare quote di mercato con innovazioni come le consegne domenicali, le consegne in giornata e le spedizioni anticipate. E nel settore degli alimentari, Amazon Fresh è apparentemente pronto a partire.

Fonti:

Lisa Byfield-Green Senior Analyst - online and digital

La rivoluzione online e multicanale

Cinque fattori di cambiamento per la vendita al dettaglio e la fornitura nel 2014