{"id":98174,"date":"2021-07-12T15:34:40","date_gmt":"2021-07-12T14:34:40","guid":{"rendered":"https:\/\/evc.extramilecommunications.dev\/millennials-and-generation-z-changing-the-face-of-retail\/"},"modified":"2024-07-02T15:08:30","modified_gmt":"2024-07-02T14:08:30","slug":"millennials-and-generation-z-changing-the-face-of-retail","status":"publish","type":"post","link":"https:\/\/www.evcargo.com\/fr\/millennials-and-generation-z-changing-the-face-of-retail\/","title":{"rendered":"Millennials et g\u00e9n\u00e9ration Z : changer le visage du commerce de d\u00e9tail"},"content":{"rendered":"

De la g\u00e9n\u00e9ration Z aux baby-boomers, les recherches sur les habitudes d'achat des diff\u00e9rentes g\u00e9n\u00e9rations sont nombreuses et les entreprises doivent r\u00e9agir \u00e0 des priorit\u00e9s diff\u00e9rentes en fonction de leurs clients cibles.<\/p>\n

Il est effrayant de penser que la derni\u00e8re g\u00e9n\u00e9ration, la \u00ab g\u00e9n\u00e9ration Z \u00bb, n\u2019a jamais connu un monde sans Internet. Cette g\u00e9n\u00e9ration num\u00e9rique se refl\u00e8te dans ses pr\u00e9f\u00e9rences d\u2019achat, utilisant les r\u00e9seaux sociaux comme canal d\u2019achat, effectuant la majorit\u00e9 des achats en ligne et effectuant des recherches s\u00e9rieuses pour comparer les prix, les styles, la disponibilit\u00e9, etc. avant de proc\u00e9der \u00e0 l\u2019achat.<\/p>\n

Les g\u00e9n\u00e9rations plus \u00e2g\u00e9es, comme la g\u00e9n\u00e9ration X et les baby-boomers, sont plus r\u00e9ticentes aux initiatives marketing et aux d\u00e9clarations grandiloquentes, pr\u00e9f\u00e9rant s'en tenir \u00e0 l'adage \u00ab si quelque chose semble trop beau pour \u00eatre vrai, c'est g\u00e9n\u00e9ralement le cas \u00bb. Bien qu'ils utilisent Internet pour faire des recherches et puissent \u00eatre tent\u00e9s de faire des achats en ligne, ils ont tendance \u00e0 faire leurs achats dans des magasins physiques. Ils ont \u00e9galement des attentes \u00e9lev\u00e9es en mati\u00e8re de service client, basant leur fid\u00e9lit\u00e9 \u00e0 la marque sur la fa\u00e7on dont ils se sentent trait\u00e9s.<\/p>\n

Changer le visage du commerce de d\u00e9tail<\/strong><\/p>\n

D'ici 2020, les chercheurs estiment que les Millenials et la g\u00e9n\u00e9ration Z repr\u00e9senteront plus de 601 TP3T des consommateurs de d\u00e9tail, le secteur doit donc changer pour s'adapter \u00e0 leurs habitudes d'achat. Les analystes sugg\u00e8rent que le commerce de d\u00e9tail \u00e9voluera\u00a0plus dans les cinq prochaines ann\u00e9es que dans les 50 derni\u00e8res<\/a>, pouss\u00e9 par l'\u00e9volution du profil des consommateurs ; une \u00e9volution \u00e0 ce rythme comporte des risques pour les d\u00e9taillants s'ils ne sont pas pr\u00eats \u00e0 modifier leurs pratiques existantes.<\/p>\n

L\u2019un des principaux changements que les Millennials et la g\u00e9n\u00e9ration Z souhaitent op\u00e9rer est de donner la priorit\u00e9 aux caract\u00e9ristiques \u00e9cologiques des produits (le \u00ab consum\u00e9risme vert \u00bb omnipr\u00e9sent). Ces deux g\u00e9n\u00e9rations sont plus que jamais conscientes des probl\u00e8mes \u00e9cologiques et \u00e9thiques qui affligent le village plan\u00e9taire et veulent savoir que leurs d\u00e9taillants et leurs produits sont tout aussi conscients et r\u00e9agissent autant que possible. Pour aggraver le probl\u00e8me, ces groupes d\u2019\u00e2ge consid\u00e8rent \u00e9galement le monde comme tr\u00e8s accessible, ont souvent voyag\u00e9 beaucoup plus loin que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes et veulent donc pouvoir d\u00e9couvrir des produits exotiques une fois de retour chez eux. Gr\u00e2ce \u00e0 la technologie, les d\u00e9taillants et les propri\u00e9taires de marques s\u2019attaquent \u00e0 ce probl\u00e8me en collectant davantage de donn\u00e9es sur les produits, en effectuant des audits \u00e9thiques d\u00e9taill\u00e9s, en \u00e9valuant l\u2019ensemble de leur cha\u00eene d\u2019approvisionnement pour identifier les probl\u00e8mes (et les r\u00e9soudre \u00e0 la source) et en insistant pour que leurs fournisseurs aient mis en place des normes tout aussi rigoureuses. Malheureusement, il est presque impossible de tenir compte de la nature humaine. Une fois les normes \u00e9tablies, elles devront donc \u00eatre constamment valid\u00e9es. C'est l\u00e0 qu'intervient la technologie innovante. Elle doit \u00eatre au c\u0153ur des efforts visant \u00e0 \u00e9tablir et \u00e0 maintenir une politique \u00e9thique solide avec les coordonn\u00e9es des fournisseurs, maintenues avec la documentation appropri\u00e9e et toutes les informations sur les produits mises \u00e0 jour fr\u00e9quemment.<\/p>\n

Tout comme les consommateurs de la g\u00e9n\u00e9ration Y et de la g\u00e9n\u00e9ration Z demandent une plus grande attention \u00e0 la consommation verte, ils s\u2019attendent de plus en plus \u00e0 ce que les produits et les gammes de produits \u00e9voluent constamment et rapidement. Nos g\u00e9n\u00e9rations plus \u00e2g\u00e9es sont plus habitu\u00e9es \u00e0 des produits qui durent longtemps et \u00e0 tirer le meilleur parti de chaque gramme d\u2019un achat, mais aujourd\u2019hui, les v\u00eatements sont souvent achet\u00e9s sans esp\u00e9rer que l\u2019article reste \u00e0 la mode pendant longtemps. Ainsi, notre jeune g\u00e9n\u00e9ration est \u00e0 l\u2019origine d\u2019un autre ph\u00e9nom\u00e8ne nouveau, celui de la \u00ab fast fashion \u00bb qui, tout comme les exigences \u00e9thiques et environnementales, peut donner des maux de t\u00eate aux d\u00e9taillants qui tentent de suivre le rythme de la consommation. Les demandes d\u2019am\u00e9lioration de la rapidit\u00e9 de mise sur le march\u00e9 sont de plus en plus nombreuses et, comme pour le commerce \u00e9thique, la technologie peut offrir un soutien pr\u00e9cieux pour y parvenir. Une \u00e9quipe \u00e9norme est impliqu\u00e9e pour mettre les produits sur le march\u00e9, donc si la communication et le partage d\u2019informations sont fragment\u00e9s sur ce Web, des erreurs se glissent, des retards sont in\u00e9vitables et il n\u2019y a pas de visibilit\u00e9 claire pendant le processus. C\u2019est extr\u00eamement inefficace ; Les retards dans la mise sur le march\u00e9 d\u2019un produit repr\u00e9sentent non seulement un co\u00fbt inutile, mais peuvent \u00e9galement entra\u00eener des pertes de ventes et le risque d\u2019\u00e9chec d\u2019une nouvelle gamme.<\/p>\n

Dans un contexte d\u2019incertitudes persistantes autour du Brexit, de conditions commerciales difficiles dans un environnement hautement concurrentiel et de n\u00e9cessit\u00e9 de r\u00e9duire les co\u00fbts, la n\u00e9cessit\u00e9 de suivre les derni\u00e8res g\u00e9n\u00e9rations constitue un v\u00e9ritable d\u00e9fi pour de nombreuses entreprises. Mais elles doivent comprendre que la technologie, loin d\u2019\u00eatre un co\u00fbt injustifi\u00e9, peut leur permettre d\u2019\u00e9conomiser des sommes importantes et, compte tenu des changements auxquels le secteur est confront\u00e9, elle pourrait faire la diff\u00e9rence entre la croissance de l\u2019entreprise et la mont\u00e9e en puissance de la concurrence.<\/p>","protected":false},"excerpt":{"rendered":"

De la g\u00e9n\u00e9ration Z aux baby-boomers, les recherches sur les habitudes d'achat des diff\u00e9rentes g\u00e9n\u00e9rations sont nombreuses et les entreprises doivent r\u00e9agir \u00e0 des priorit\u00e9s diff\u00e9rentes en fonction de leurs clients cibles.<\/p>","protected":false},"author":5,"featured_media":183302,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[206],"postlocation":[],"posttype":[],"postservice":[],"class_list":["post-98174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-software"],"acf":[],"yoast_head":"\nMillennials and Generation Z: Changing the face of retail - EV Cargo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.evcargo.com\/fr\/millennials-and-generation-z-changing-the-face-of-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Millennials and Generation Z: Changing the face of retail - 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