8th Edition of the ACSEL “Growth and Digital” Barometer: Optimistic and Resilient Merchants in the Face of Crises
Digital is a key contributor to growth for 62% of them (11 pts in one year)
Paris, June 19 - In an uncertain economic climate, impacted by inflation and successive crises, French retailers are coping with the situation and displaying a reassuring optimism: almost a quarter of them (22%) are expecting 5% growth in 2024. They plan to develop new offers and services that are increasingly eco-responsible (6 pts in one year). This dynamic is massively driven by digital technology, which is perceived by a very large majority (62%) as the driving force behind their business. Through training and recruitment, they have multiplied the levers they use to drive this digital transformation, and now possess strong digital skills. 28% of retailers have already resorted to generative AI to improve their processes, customer relations or find new sources of growth.
GROWTH, INVESTMENT AND CSR ON TRACK DESPITE THE CRISIS
Optimism is the key word of this edition. Retailers are staying the course, with a very large majority (86%) believing their sales will be stable (48%) or even growing (38%) in 2024. Committed to growth, 64% continue to invest in digital technology despite the crisis. In addition, 68% are opting for eco-responsible offers ( 6 pts), more aware than ever of the impact of their choices on the environment and the expectations of their customers. Nearly a third (29%) have diversified into second-hand products.
Commitment to the planet also climbs to 3rd place among their growth concerns, cited by 57% of respondents (up 7 points), just behind margin and sales.
DIGITAL: A MAJOR CONTRIBUTOR TO GROWTH
Since 2020, digital has become a more important pillar of merchants' development strategies every year. 100% of retailers with more than 20 employees are committed to a digital transformation policy.
Perceived as an opportunity by more than half of merchants (53%), digital is recognized by 62% as a contributor to sales, up 11 points on 2023. Digital not only contributes to their visibility - 78% ( 6 pts) have a website and 84% ( 11 pts) a pro page on social networks - but also to their business, with 13% of merchants generating more than 25% ( 5 pts) of their sales online.
TRAINING AND RECRUITMENT ON THE RISE TO SUPPORT THE DIGITAL TRANSFORMATION OF THE RETAIL SECTOR
Commerce is becoming increasingly digitalized, and retailers are now realizing the benefits. thanks to training, 63% of them now have the digital skills they need to keep pace with the growing importance of digital practices. To complete the digitalization of their business, they are speeding up the recruitment of specific profiles, with 34% (13 pts) having recruited or planning to do so. To do so, they are turning to young talent, first and foremost apprentices ( 5 pts), followed by interns ( 17 pts), who are better able to master digital tools and are more committed to digital transformation. In this respect, companies with fewer than 20 employees stand out: 75% ( 21 pts) have turned or plan to turn to young talent.
Logically, this rise in skills goes hand in hand with a drop in the need for support, down 7 points in one year. Banks are more than ever the preferred partners for supporting digital transformation (34%, up 7 pts).
Finally, more mature and better armed, retailers are now in a better position to combat the cyber threat, with 79% ( 7 pts) of them having the tools and solutions to protect their business and their employees.
AN APPETITE FOR DIGITAL, LEADING RETAILERS TO PUT IA INTO PRACTICE
Far from being an exotic technology that retailers are observing from afar, Artificial Intelligence is already at the heart of their thinking: 63% believe it saves time ( 4 pts) and 61% believe it can improve distribution ( 7 pts).
in fact, 1/3 of them have taken the subject head-on, making more specific use of generative AI on a regular or occasional basis. Large companies make even greater use of generative AI (39%), mainly to create personalized content (30%), improve operational efficiency (26%) or manage customer relations (10%). However, 24% of merchants have yet to identify the significant impact of this technology.
METHODOLOGY
The study was carried out by ACSEL x IPSOS, based on 350 telephone interviews with a sample of 1 to 4999 employees representative of the French retail sector in 2024.