The Digital Revolution and the Consumer

By Celia

The digital revolution and the consumer, an interview with Marie-Axelle Loustalot Forest, Partner at Kurt Salmon.

Social media, mobility, digital commerce… what is the impact on consumer behavior?

There are 4 steps to the buying process: product search, product selection, transaction and becoming the proud owner of the product.  These 4 steps used to take place almost exclusively in a physical store.  Today, the customer’s route to purchasing a product is more complex and more diverse. Today’s consumer wants to buy a product anytime, anywhere and using the channel he/she prefers: retailers who have developed several channels can take advantage of a higher “share of wallet” that those who have just one channel. With the extended use of smartphones and tablets, consumers have internet in their pocket sort of speak. This means that he / she can surf on competitive website while shopping in a physical store.  Retailers must take into consideration this new competitive environment and the ability for consumers to compare prices in real-time.

How to optimise your multi-channel experience ?

  1. Don’t force a channel over another.  Consumers like the freedom to choose their channels.  This means that all channels must be equal.
  2. Retailers must acquire a unique vision of their customers whatever the channel : setting up a unique customer database, capture all customer interactions, before, during and after a purchase, be able to identify a customer whatever the channel used.
  3. Merge online and offline environments, especially when it comes to promoting product offers: create the best experience possible of a product knowing that the consumer cannot try the product on internet, and leverage the use of digital device in physical stores to enrich product perception. For example the different usages of a product.

Marie-Axelle Loustalot Forest, Partner at Kurt Salmon, will be speking at the 3DEXPERIENCE Customer Forum on Oct 15th, 2013 in Paris

 


 

Révolution digitale et consommateurs, Marie-Axelle Loustalot Forest de Kurt Salmon nous répond.

Media sociaux, mobilité, digital… en quoi cela change le comportement consommateur ?

Un processus d’achat se décompose en 4 étapes : recherche de produits – sélection d’un ou plusieurs produits – transaction – prise de possession du produit. Autrefois, ces 4 étapes se produisaient essentiellement en magasin (exception faite de la vente par correspondance). Aujourd’hui, les parcours clients sont plus complexes et beaucoup plus divers.

Le consommateur veut désormais acheter ce qu’il veut, où il veut et comme il veut : les distributeurs qui proposent plusieurs canaux d’achat capturent une « share of wallet » plus importante que ceux qui ne propose qu’un seul canal d’achat (ou de vente…)

Avec les smartphones et les tablettes, le consommateur emmène tout l’Internet avec lui, partout avec lui. Il amène donc en magasin non seulement le site de l’enseigne, mais également tous les sites concurrents de celui de l’enseigne. Les distributeurs doivent tenir compte de cet environnement concurrentiel élargi, et, notamment, de la capacité du consommateur à comparer rapidement les prix de toutes les enseignes.

Comment optimiser son expérience multi-canal ?

  1. Ne jamais pousser au choix d’un canal plutôt qu’un autre : le client veut pouvoir choisir lui-même dans quel canal il achète. Ceci implique d’avoir des systèmes de rémunération qui ne favorisent pas un canal plutôt qu’un autre.
  2. Se donner les moyens d’avoir une vision unique de son client, quel que soit le canal dans lequel il achète : mettre en place une base clients unique, et capturer toutes les interactions de l’enseigne avec ce client, avant, pendant et après l’achat; reconnaître son client dans tous les canaux
  3. Faire converger les mondes offline et online, notamment pour ce qui concerne la mise en avant de son offre produit : créer la meilleure représentation possible du produit sur son site Internet, pour parer au fait que le client ne peut toucher ou essayer le produit, et utiliser le digital en magasin pour enrichir la perception du produit, notamment en en montrant les usages possibles

Marie Axelle Loustalot-Forest, Associée chez Kurt Salmon  participera au 3DEXPERIENCE Customer Forum à Paris le 15 octobre 2013, en tant que conférencière pour l’industrie Biens de consommation et distribution.

 

Blue Sky Solar Car Follows the Sun Across Australia

By Suzanne

A fleet of cars are racing 3,021 kilometers (1,877 miles) across Australia this week powered by nothing except solar energy. Among them is a car from Blue Sky Solar which was designed using Dassault Systèmes’ 3DEXPERIENCE Platform.

Thirty-eight teams from 22 countries competing in the World Solar Challenge departed Darwin on Sunday the 6th and are expected to arrive in Adelaide Sunday the 13th. Vehicles must be highly efficient to both make the long trek and to make it in the fastest time.

Traditionally building vehicles for the race can be a year’s long process. But the Blue Sky Solar Car team was able to build a vehicle in just 13 months. Paul Park, Managing Director of the University of Toronto Blue Sky Solar Car team, said:

This was the first generation car on which we used the 3DEXPERIENCE Platform. Not only did it help us collaborate better and improve work flow tremendously, it was critical to us being able to design and deliver the vehicle so quickly.

CATIA allowed us to fully integrate the systems in the vehicle and gave us the flexibility to design a world-class aero body while SIMULIA highlighted potential problems early in the design process and helped us avoid over-design.

3DEXPERIENCE design and realistic simulation apps allowed the Blue Sky Solar Car team to work on all their car’s systems under one interface – including mechanical, electrical and aerobody – from the first concept all the way through to manufacturing. The team deployed DELMIA’s Human Builder and virtual manikin applications in order to visualize ergonomics and driver comfort, and even identify and remedy flawed calculations in the design phase. SIMULIA’s advanced simulation technology aided in further validating the design intent – an analysis that had previously been done using only rudimentary hand calculations.

After three days the Blue Sky Solar Car team is in 9th place. You can track the vehicle here.

Watch “See You at the Finish Line”:

YouTube Preview Image

 

Cheering on “MiracleTeamUSA” powered by 3DEXPERIENCE!

By Michael

As an invitee speaker at JavaOne, I was already beside myself to attend the geek mecca that conference represents. But imagine my happiness to learn that this conference coincides with Oracle OpenWorld and exceptionally this year, the finals of the America’s Cup were also at the same time pitting the hearty, experienced New Zealand/Emirates crew against Larry Ellison’s OracleTeamUSA. This video was looping in the elevators at work before the races:

YouTube Preview Image

but I had never imagined that I’d actually see the races myself. On Sunday (the first day of the conference but the 12th day of racing), I then read that the first 1000 registrants for the conference would receive free passes for the races and I hustled over to the Moscone Center first thing in the morning to get my wristband. Boy, was I happy to have done that  :D

From my seat high in the east bleachers at Marina Green, I had a commanding view from the Golden Gate Bridge to Alcatraz Island and could see the boats until the very last leg towards Pier 33. It was spectacular. Hard to believe that a boat weighing almost 3 tons could go two times faster than the wind (about 46 knots in about 22 knots of wind) and even foil at over 30 knots upwind (interesting article here on wikipedia concerning the physics of that engineering wonder).

It was a real tribute the 3DEXPERIENCE that OracleTeamUSA used to design and build their victorious boat. Even more miraculous was the way that TeamUSA won 8 races in a row including the final race on 25 September which I also was lucky enough to watch where OracleTeamUSA became “MiracleTeamUSA” :lol:  See here for a great summary of the races.

I suppose that watching a race like this is a once-in-a-lifetime event. Let’s just hope Larry keeps the race in San Francisco rather than Hawai so that I might get a shot at seeing the next generation of boats designed with the 3DEXPERIENCE Platform.

Michael Finocchiaro is Senior Director, 3DEXPERIENCE Platform. You can find him on Twitter at @le_fino.



3ds.com

Beyond PLM (Product Lifecycle Management), Dassault Systèmes, the 3D Experience Company, provides business and people with virtual universes to imagine sustainable innovations. 3DSWYM, 3D VIA, CATIA, DELMIA, ENOVIA, EXALEAD, NETVIBES, SIMULIA and SOLIDWORKS are registered trademarks of Dassault Systèmes or its subsidiaries in the US and/or other countries.