Welcome to the ‘phygital’ world
The physical and digital worlds will begin to blend into one - the phygital - as brick-and-mortar stores try to compete with the ease of e-commerce by creating ‘frictionless’ shopping experiences.
French retail giant Auchan, which in 2017 posted revenue of €52 billion, tapped into this recently with the launch of several hundred Auchan Minute Stores across China.
Unstaffed and open 24 hours a day, shoppers enter the convenience store by scanning a QR code with their smartphone and then pay using WeChat before leaving.
The 18 m² stores look like shipping containers and contain 500 products, including fresh food and non-food 'impulse goods'.
Claiming a world first, executive chairman of Auchan Retail China Ludovic Holinier said the stores would provide “hyper-connected Chinese consumers with a solution that is in line with their buying patterns”.
But even before Auchan-style phygital stores appear everywhere, consumers will increasingly mix up both offline and online shopping.
Mayhew says: “Before visiting a physical store, you will be able to look online to check in-store, real-time availability, access product information, get product usage ideas and read reviews.
“When you arrive at the physical store you will then benefit from personalised offers and recommendations. An online app will help you find products and pay for your shopping without cash.”