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Insights from the Community Day organised by Planet.
The retail sector is undergoing a profound transformation, driven by digitalisation, rapidly evolving customer expectations, and significant logistical challenges. To reflect on these issues, Planet organised a Community Day bringing together industry experts.
During this event, led by Eric Voltzenlogel (Planet), Emma Recco (Ikea), and Julie Herrmann (Focus Shopper) shared their experience and vision regarding the paradoxes and innovations shaping today’s and tomorrow’s commerce. This article summarises the key takeaways from this roundtable.
1. A sector in constant transformation
Retail is evolving at a breakneck pace. As Eric Voltzenlogel reminded us at the opening, “we are in a retail world that is changing very quickly, in perpetual transformation.” Retailers must adapt to both new consumer expectations and the need to rethink their processes and business models. This dynamic requires constant innovation and agility.
2. The paradoxes of buying behaviour
A key insight shared during the Community Day: there is a significant gap between what customers say and what they actually do. Studies often reveal purchase intentions that do not translate into actual behaviour. This paradox also varies by geography: habits differ between city centres and suburbs, and depending on store formats (large stores, pop-up shops, etc.).
3. Logistics and store organisation
3.1. The store: Point of sale and point of stock
Stores play a dual role: selling and stocking. However, space management remains a crucial issue. “We already barely have enough space for the volume needed for on-site sales,” one expert testified. The high cost of square meters in city centres limits storage capacity for deliveries. As a result, in-store stock can be reserved for direct sales, while delivery logistics are centralised in peripheral warehouses.
3.2. Innovative logistics solutions
Faced with these constraints, innovative solutions are emerging. In Paris, for example, some retailers deliver to customers by barge via the Seine, thus reducing the number of trucks on the road and CO₂ emissions. This system, highlighted during the roundtable, allows for more reliable delivery slots and meets corporate social responsibility (CSR) objectives: “That’s 13,000 fewer trucks on the roads, 300,000 fewer kilometres,” it was noted.
4. Personalising the customer experience
In a highly standardised model like Ikea’s, personalisation is a challenge. Thanks to data (loyalty programs, purchase history), it becomes possible to refine messages and adapt certain services. However, the right balance must be found between investment in personalisation and the profitability of a standardised model. “We need to develop personalisation much more, as it is undoubtedly a key topic for tomorrow,” one participant emphasised.
5. Payment and customer journey
The payment process is a major friction point. Card limits can hinder purchases, especially for high amounts. Retailers are adapting by offering alternatives such as payment links or instant transfers. The goal: to streamline the purchase journey and remove obstacles to completing transactions.
6. Perspectives and innovation levers
6.1. The rise of e-commerce and urban logistics
E-commerce continues to grow, pushing retailers to rethink their logistics, especially in urban areas. Pooling flows, alternative transport modes, and process digitalisation are key levers.
6.2. Omnichannel and personalised services
The future of retail lies in omnichannel: offering a smooth and coherent experience, whatever the purchase channel. Developing personalised services, supported by data, will better meet customer expectations and strengthen loyalty.
6.3. Anticipating regulatory and societal changes
Finally, addressing CSR issues and decarbonising logistics flows are becoming priorities. Retailers must anticipate regulatory changes and integrate these dimensions into their strategy.
Conclusion
Retail is at a crossroads. To meet tomorrow’s challenges, it must combine logistics innovation, personalised customer experience, and social responsibility. The exchanges during the Community Day organised by Planet clearly showed: through collaboration, experimentation, and agility, the sector can turn its constraints into opportunities.
This article was produced based on discussions from the Community Day organised by Planet, led by Eric Voltzenlogel (Planet), with the participation of Emma Recco (Ikea) and Julie Herrmann (Focus Shopper), retail experts. Thanks to all speakers and participants for their contribution to this collective reflection.
Would you like to explore these topics further or organise an innovation workshop for your retail business?
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