n o 257 January 2019 in depth study of new consumption trends by L’Observatoire Cetelem www.observatoirecetelem.com Can work bring happiness? Digital retailers are community What was once exceptional brands first and foremost has become an expectation When online retailers decide to set foot in the real world, they usually find it difficult Today, in the back of everyone’s mind is the idea that we have another to imagine a point of sale that looks like anything that has been done before. self waiting for us somewhere. But the question is where? And when? www.makemylemonade.com www.switchcollective.com Seen near Canal St Martin Qu’en penser ? Seen in What to think of it? Recently opened near Paris’s Canal Saint When they decide to step into the real world, Set up in the ninth arrondissement of Paris, An alternative to traditional skills Martin, clothing store Make my Lemonade, e-retailers are invariably driven by the idea Switch Collective offers people the chance assessments, Switch Collective has come initially an e-commerce site, is more than just of inventing new propositions. The aim to change careers by undergoing a period up with its own answer to the professional a point of sale. It features a space devoted is not only to stand out from the rest, but also of introspection. Switch doesn’t provide dissatisfaction felt by many employees, to pottery, sewing and embroidery workshops, to underline their affinity with younger skills assessments, which tend to be overly who often wonder which course to take, which are run in the evening and at the generations and cater for people’s hunger standardized and fail to consider the notion but do not dare consider too radical a career weekend (accessible for €5 an hour), as well for new experiences, something that traditional of well-being, but instead encourages more change. People no longer see their career as a café and a haberdashery. The retailer retail sometimes struggles to achieve. lateral thinking. Personal development, as a straight line, but as a series of also sells three or four sewing patterns from Among the experiences sought by shoppers, coaching, yoga, sophrology, philosophy... professional cycles. What Switch Collective each of its collections, which are voted for the desire to feel part of a community the programme features a wide range promises is not to help clients boost their by Instagram and Facebook users. To top is dominant. Hence the inclusion here of of individual and group exercises (for instance, performance so as to achieve more, but to this off, the site offers a selection of items from a space featuring a café (in other stores it might it is important to hear the testimonies enable them to discover their own truths some of the designer’s favourite new labels, as be books or flowers) and offering workshops of others). This helps candidates understand and to get to know themselves better so well as collaborations with “friend brands”. All to accompany the sale of sewing patterns, their own ambitions without limiting them in any as to be as happy as possible in their the brand’s collections are produced in limited all of which encourages customers to spend way. They can also attend free conferences day-to-day work. This type of quest seems numbers and there are no sales, because there more time in the shop and interact with focused on the working world and events to confirm an idea that is rapidly gaining is always a hanging rail carrying discontinued others. The same can be said of the firm’s at which they can listen to the experiences ground, the idea that “somewhere” we all items sold at a 20% discount. collaborations with other brands, which are an of others. At Switch, the majority of participants have another self that we must find in order opportunity for the retailer to promote its values. are between 28 and 40 years of age. to achieve fulfilment. Hence the success The next step will be to transform its sales of training courses, career change services staff into community managers... Such fresh and coaching, not to mention the appearance ideas allow retailers to strengthen their bond within companies of new roles such as “Chief with customers, while giving them the feeling Happiness Officer”. This is illustrated, for that they are experiencing something unique, instance, by the new slogan of Cadremploi: which they will inevitably share on social “Make happiness your ambition”. Some will media. Recognition, memories and point out that what is new is not necessarily recommendations are the three criteria that the notion of happiness at work, but that retailers can no longer afford to neglect. of using work itself to achieve it. n o 257 January 2019 www.observatoirecetelem.com

Mixing up the codes of offline and online retail may reduce A brand is not just about the thinking time between relationships, it can also discovery and purchase be about a location What if real-world department stores became places in which Brands have always liked to present themselves as “universes”. to discover brands born in the virtual world? After all, social A few have now decided to put this idea into practice. media isn’t the only way of meeting and interacting with people. Seen in Miami and Nantes What to think of it? Seen in New York, Seattle, What to think of it? Italian denim giant Diesel recently signed At a time when all brands are wondering Pittsburg, Atlanta, etc. On one side, we have digital-native brands a partnership with a property developer how far they could go to achieve their Since Christmas (and until February), looking to gain notoriety and exposure. (Bel Invest Group) to launch its first residential ambition of becoming a bona fide “lifestyle”, Facebook has been running its own pop‑up On the other, we have physical stores complex in Miami. The building will be Diesel and Maisons du Monde have come stores in Macy’s nine US outlets, where whose model is aging and which are having constructed in the Wynwood pedestrian area, up with their own answers by lending their it showcases the products of a hundred to fight off ever tougher competition, not to in the southern part of the Miami Design District. name to actual living spaces. By offering or so online companies. Any brand could mention that they would also like to appeal It will feature 143 homes decorated with Diesel apartments, Diesel is attempting to show apply for a spot, but only those most to a younger population by appearing more Living products. With this project, Diesel has how close it is to the new generations that popular among Facebook and Instagram digital friendly. Facebook had everything to joined other Italian fashion labels in branching constitute its main target market and whose users were selected. This unprecedented gain by bringing the two sides together and out into hotels or residential property (Giorgio lifestyles (and working lives) are not always initiative, dubbed TheMarket@Macy’s, acting as a virtuous intermediary between Armani, Versace, Bulgari), but its aim is to fully addressed by existing models. In the was promoted through an advertising the real and virtual worlds. The objective? go further still by coming up with a modern case of Maisons du Monde, offering rooms campaign at New York’s Grand Central To highlight its ability to respond and its accommodation concept designed to appeal in a variety of styles is simply a pragmatic Station. It is important to note that neither understanding of customer expectations, to the younger generation by tapping into way of underlining its intention to become Macy’s nor Facebook take any commission be they consumers or businesses, while how they live, work, communicate on social a key player in the world of interior design on the sales made. freshening up its image as an information media or entertain themselves… In (and thus move away from just selling sharing platform and a generally innovative meanwhile, at the recent EquipHotel trade fair, furniture and accessories). It seems almost firm (e.g., its Portal connected speakers retailer Maisons du Monde announced that it inevitable that shops, hotels and apartments and screens), but also encouraging would soon be opening its first hotel: a four-star will gradually start to resemble one another, emerging companies to spend more establishment with 47 rooms right in the heart blurring our distinction between the on its advertising platform. But the primary of Nantes. Like its stores, the hotel will feature private and public domains. Indeed, there goal is to suggest a new way of shopping five different styles intended to make customers are already quite a few hotels that endeavour that mixes up the codes of offline and online “feel at home, but much more than that”. to make guests feel truly at home, not to retail, because here people’s desires are mention offices and shops designed to feel channelled towards items they have already like apartments. In the future, locations will identified and which are already liked by be less and less likely to be associated with others. This is an effective way of stimulating a particular moment, and this will surely have desire and reducing the thinking time an effect on how brands operate, because they between discovery and purchase, will need to think about devising new types an approach that could inspire all retailers. of space or updating their existing premises. n o 257 January 2019 www.observatoirecetelem.com

Word of Catching A glance in the the month the eye rear-view mirror “Snap and send back” is a new Launched in 2010, Instagram now In February 2011, author Michel Houellebecq was big Instagram trend that grew out boasts 14 million active monthly news. His notoriety even spread to the world of retail. of Outfit Of the Day (#OOTD) users in France, or 21% of the Creative leaps and which involves taking a selfie population. 70% of them sign wearing a new item of clothing, in every day and 80% follow a brand. The facts Analysis before sending it back to the store. (Source: Emilie Virfollet, “Instagram: On 25 February, Michel Houellebecq After lipdubs and flashmobs, during 9% of British buyers already 2018 figures for France and the rest was a guest on Radio France’s which retail staff suddenly start of the world”, 10 July 2018.) engage in the practice. Plan B show, broadcast live from singing and dancing in front of their “his” Casino hypermarket in the customers, we now have cultural 13th arrondissement of Paris, programmes being broadcast from In the UK, 71% of consumers which featured prominently in his the local supermarket and dinner are interested in the idea of Goncourt Prize-winning book. tables being set up between store sustainable clothing, but only To mark the occasion, the area’s shelves. Shopping and entertainment a third are prepared to spend an extra town hall hung large photos of the seem to be converging more and £5 at most to buy more eco‑friendly writer and his emblematic locations more frequently. It is almost as though items. 83% of consumers admit from the supermarket’s ceiling. A few retailers are increasingly looking for to having purchased items days earlier, Fabrice Bloch, a chef ways of breaking with the routines with they have subsequently never well known to cooking bloggers, which they are associated and pushing worn, while 22.5% have more had organized a dinner in the aisles fresh and unexpected narratives. than 10 items in their wardrobe of Ethnic Angel, a new Parisian Could these “creative leaps” illustrate that they have never worn. supermarket specializing in fairtrade their desire to focus on more than (Survey conducted by Fashion Retail products from around the world. footfall and transactional concerns, Academy on a sample of 2,000 people so as to become places in which to aged 18 to 35.) interact and meet others, and perhaps even to share cultural experiences? n o 257 January 2019 www.observatoirecetelem.com

Summing Up

From 30 November 2018 to 6 January VivaHouse is a startup that installs Monoprix and Seb recently started trialling recently launched 2019, the and the dwellings, in the form of accommodation a service that allows consumers to rent a programme allowing people to sponsor ESSEC Business School offered shoppers modules, in empty shopping centres. small electrical appliances for a weekend or an endangered species and develop a special the chance to enjoy a virtual visit of the The facilities are aimed primarily at young a week. Eight kitchen appliances are currently relationship with one of its representatives. palace from a mall in Singapore. The aim entrepreneurs and each site has a minimum/ on offer at five Monoprix stores in the west They will receive a fact sheet about the was to encourage Singaporeans to visit maximum stay. The firm’s first venture of Paris. After use, they are cleaned, tested animal, a newsletter, birthday cards, device the site the next time they are in France. is located in an abandoned shopping centre and reconditioned by Envie, a company wallpapers, invitations to events, backstage www.tom.travel/2018/11/23/de-la- in the Bayswater area of London. specializing in professional integration. access, as well as having their name realite-virtuelle-pour-attirer-les- www.vivahouse.com/bayswater Véronique B. / Brand, engraved at the entrance. singapouriens-a-versailles Nicolas R. / L’Echangeur Communication & Advertising www.parczoologiquedeparis.fr/ Emmanuelle S. / BNP Paribas CIB fr/parrainer-un-animal-2635 Isabelle R. / Retail France Leclerc recently joined forces with French Startup Mobistreet rents out electric scooters Since early December in Nanterre, near collaborative click-and-collect delivery to businesses. This new mobility solution Paris, the Metro cash & carry has been specialists Shopopop to trial home deliveries for employees has already been adopted Auchan Retail recently announced its home to France’s first urban indoor vegetable at six of its hypermarkets. Customers by Orangina and Danone. intention to launch its first unstaffed container garden. The area between the reception can now have their click-and-collect orders Maïlys K. / Brand, store in France, dubbed Minute, as well desk and the tills features 80 square metres delivered on the day and at the time of their Communication & Advertising as its first hypermarket-based urban farm. of herbs and aromatic plants grown behind choice by other members of the community, Fanny L. / Brand, glass using hydroponics. dubbed Shopopers. Communication & Advertising www.pour-nourrir-demain.fr/exclusif- www.shopopop.com/livraison- The city of Mulhouse has created mobility video-visite-du-potager-urbain-indoor-de- de-vos-courses-e-leclerc accounts through an app that allows users metro-et-infarm?utm_source=wysija&utm_ Fanny L. / Brand, to access the conurbation’s various forms medium=email&utm_campaign=NewsLundi Communication & Advertising of transport at the best prices. Travellers can pay according to actual usage, keep an eye on their consumption and easily To demonstrate its commitment to electric find the transport solution that suits them. vehicles, Volkswagen recently announced The service is unique in Europe. a partnership with Tesco to provide www.mulhouse-alsace.fr/fr/compte-mobilite the United Kingdom with its most extensive Isabelle R. / Retail France network of charging stations. 2,500 charge points will be available to customers Employees of BNP Paribas Personal Finance help to uncover the micro-facts reported in L’Œil by L’Observatoire Cetelem. of 600 Tesco stores by 2020. means that the fact or the news in brief was spotted by one of them.

L’Œil de L’Observatoire Cetelem analyses micro ‑facts on consumption, revealing the emergence of new manners of spending. Editorial Director: Sally Guilbert Communication: Patricia Bosc – [email protected] Designer and Writer: Patrice Duchemin Design: Lords of Design™ / Drawings: Fred Chance™