According to the 2024 Observatory of Commerce in France, conducted by Havas Commerce and CSA Consulting, 84% of French consumers still prefer shopping in physical stores, despite the growth of e-commerce.
The preference is driven by the desire to touch and try products, a factor for 62% of shoppers, along with the ability to leave with purchases immediately (49%) and the trust associated with physical stores (47%).
Photo: Dreamstime.
The survey highlights ongoing economic concerns, with 85% of respondents perceiving the climate as negative, though this is an improvement from 88% last year. The primary issues affecting purchasing power include inflation (92%) and stagnant wages (45%). Despite these challenges, households are adapting, with 76% managing tight budgets, down from 81% in 2023.
While e-commerce continues to grow, a paradox emerges with the cautious adoption of artificial intelligence (AI), as 18% of consumers have utilized it for product research. Younger shoppers are more receptive to AI, while 93% still prefer human interactions in customer service.
The survey concludes that as inflation persists, French consumers are shifting away from solely seeking low prices and are emphasising food security, health, education, and support for SMEs. This evolving landscape presents opportunities for brands that leverage AI to enhance customer experiences and meet emerging consumer expectations.
Source: www.meuble-info.fr