Trade industries

Retail : an industry in the process of transformation

The Internet has become a key medium for industry and households alike. Over the course of a decade, the tool has grown rapidly in popularity throughout the world. More specifically, there has been substantial growth in e-commerce with businesses that successfully practice it experiencing economic growth into the bargain. Across Europe, it is estimated that online purchases will generate revenues of €129 billion in 2009 and €263 billion in 2011.

The region where the retail industry competitiveness cluster PICOM is based is helping to generate innovation synergies in order to offer entrepreneurs the resources they need to set themselves apart and shape the retail industry of the future. From the use of 3D technology to upcoming experimentation in ubiquitous commerce – incorporating m-commerce, which makes use of wireless technologies – via ergonomic strategy and simulation, new tools are appearing.
This economic windfall is encouraging entrepreneurs to imagine the future of the customer relationship by rethinking their sales strategies and making the most of new technologies.

Like all sectors of the economy, retail is changing. Thanks to technological advances, in particular in information and communication technologies, a revolution is underway in distribution methods. It is no longer a matter of choosing between physical sales and distance selling. Everyone can engage in both at once, with the consumer playing an evermore active role.

PICOM: the retail industry competitiveness cluster

With over 80 retail companies and 15 laboratories under its umbrella – representing 800 researchers operating in the area of information and communication technologies (ICT) – PICOM (Pôle des Industries du COMmerce - the retail industry competitiveness cluster) is directing its efforts in three areas. They include the study of consumer behaviour and patterns of consumption, ubiquitous universes (the completely new ability to establish customer relationships in all places and interact with the consumer through all communication channels) and process organisation.

The aim is to make Lille “the international capital and laboratory of future retailing” according to the cluster's chief representative, Mr Patrick Brunier.
In real terms, information and communication technologies are giving rise to multiple opportunities. In particular, they are having an impact on the traceability of products, due to the use of RFID (Radio-Frequency IDentification), generating greater flows and, consequently, productivity gains. They are also helping to improve the relationship between the retailer and the customer through a technological interface permitting 3D product simulation. Thanks to these technologies, change is also on the cards for multimedia call centres. “In the future, we will no longer differentiate between human and virtual agents” Mr Brunier stated.

Online ubiquity in sight

It is again by making use of ICT that specialisations between traditional retailing and distance selling will cease to exist in future. Due to technologies such as 3G, WiFi and even NFC (Near Field Communication), combined with the capacity of mobile phones to accept increasing amounts of memory, it will soon be possible, without great investment, to personalise the customer relationship, enabling the customer, whenever and wherever, to receive offers relating to their specific interests, carry out comparisons and check product availability before ordering online. “Occupying all time and physical spaces” Mr Brunier has explained. “That is what we mean by ubiquitous commerce”.

It is a concept that is far from being perfect in every detail, since a ubiquitous campus project is in development with the University of Lille 1. In addition, a ubiquitous shopping experiment is to be conducted from 2010 across the Englos shopping zone, the inevitable shortcomings of which, once noted, are sure to provide fuel for research.

>> CONTACT :

Patrick BRUNIER
pbrunier@citeonline.org
Phone: + 33 (0) 320 994 674

www.picom.fr