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'Smart Phygital' future for stores says Paris Retail Week study

Paris Retail Week and Havas Paris have collaborated to establish the five major trends they believe will change future retailing in France, and across the rest of the world – which include a focus on a combined future of physical stores and digital technology.

The companies carried out a survey of French, Chinese and American consumers to support the study. It has coined the term ‘Smart Phygital’ to describe the changing face of the retail sector. The full study will be presented at Paris Retail Week, which takes place from 10th-12th September.

The five predicted trends are:

From the path of purchase to the path of life – consumers expect retail to be accessible all of the time

The conversational age has finally begun – 2018 marks the year of acceptance for voice assistance

From customer care to ethical manufacturing – environmental factors are now affecting customer decisions

Bid data, safe data and dirty data? – Data has become the new ‘black gold’

New trendy discount – new ways to seduce a generation of customers whose financial means are inversely proportional to their influence.

Paris Retail Week director Arnaud Gallet says: “The results of the study show the rise of a new paradigm that we call Smart Phygital. During the 2018 edition of Paris Retail

Week, nationally and internationally renowned speakers will analyse and debate this subject to provide essential keys to understanding for retailers.”

Havas Paris deputy director general David Mingeon adds: “With the multiplication of technological innovations, phygital is imposing itself in retail trade. Even though many believed that e-commerce would sweep shops under the carpet, a hybrid of on and offline commerce is emerging. This reshuffling is opening the way to new alternative players and novel practices.”

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