In phrases of consumption as in different sectors of their lives, the French are adapting to the coronavirus crisis. “During the first confinement, there was this short time, this fear of missing”, remembers at the microphone of Europe 1 Michel-Edouard Leclerc, CEO of the E.Leclerc group. But virtually a yr later, “we are in the long run and everyone has understood it”, he believes. Exit, due to this fact, the behaviors consisting in “storage” at the announcement of a brand new confinement or curfew. The boss is now observing deeper – and extra lasting, based on him – adjustments in our attitudes.
A era that “wants to be able to choose”
“The generation that follows me does not want everything at the same time, but they want to be able to choose”, summarizes Michel-Edouard Leclerc. A precept that applies “not only to the products” but in addition to “the way they arrive” to the client. “When you go on vacation, you want to find your groceries when you arrive in your second home” – and also you cease at the Drive, the place you get delivered -, whereas “if you are in Concarneau [dans le Finistère, ndlr], we don’t want to wait for the Amazon delivery man all day, so we go to the supermarket, “illustrates the CEO.
This operation has a reputation: “omnichannel”. “We are in the multiple choice, and therefore Leclerc must offer all these choices”, insists the boss of the giant distribution group.
“One million additional customers” through the Drive or the relay depot
Concretely, the development is synonymous with a “boom” in Drive, which represented “60% of our growth this year”, affirms Michel-Edouard Leclerc. “Door-to-door sales have grown, but for health reasons not everyone wanted delivery people to come to your door, so the Drive was the solution.” Result: in 2020 the group fulfilled the goals it was relying on for … 2024. “We had a million additional customers who were not at Leclerc and who came via the Drive or the relay depot. consumer approves of these digital methods of order taking and this semi-delivery. “
But based on the precept of omnichannel, these makes use of are sometimes related to “physical” purchasing, at the very least every now and then, based on the observations of the CEO, who due to this fact nonetheless believes “a lot” in the hypermarket mannequin. “A hyper more attractive, (…) with real butchers, real fishmongers, etc … For me, it remains the flagship for at least 15 years.”