Covid-19 has caused the digitalization of commerce and consumption to jump by several years in just a few months, relegating its traditional front-end mode of operation in favor of an immersive and connected system. This is confirmed by the Commerce Reloaded 2021 prospective report from Echangeur BNP Paribas Personal Finance, which highlights the importance of the changes underway..
For ten years, experts from Echangeur BNP Paribas Personal Finance provide economic players with a trend report on technological innovations that are poised to impact the world of commerce and consumption : Commerce Reloaded. The drafting of this report requires first monitoring the weak signals as well as the decisive breaking points in contact with the actors of digital innovation, you retail, distribution — commerce. L’Echangeur BNP Paribas Personal Finance dévoile aujourd’hui les résultats de cette enquête prospective visant à éclairer l’écosystème dans son ensemble quant aux transformations en cours et à venir. Une version 2021 marquée par l’inévitable pandémie Covid-19, et qui fait office de tournant pour le secteur de la consommation et du commerce. Ce secteur n’a cessé d’évoluer au cours de la dernière décennie d’un modèle d’interactions frontales entre marques et individus — ses principaux protagonistes — à une connectivité à toute épreuve. With, en vue, une gestion parfaite de nos besoins et aspirations, plus ou moins conscients. A review from yesterday to today of a rapidly changing sector.
Uber : today's commercial stem cell
When Commerce Reloaded was born ten years ago, Uber set out to conquer the world, and became the stem cell of a new commerce whose first manifestations and derivatives, soon to be qualified as uberization, were going to shake up our relationship with consumption. Symbolized by Google Now, Ebay Now and other Tinders, the simplification of our lives as customers and citizens has started. The easy life, the world in one click have become the norm, interactions began to generate new forms of dialogue, requirements, and ended up creating value on a daily basis. Fluidification, automation of the purchasing act, delivery in one hour, were the first signs of an Ambient Commerce totally dedicated to improving the customer journey.
In 2014, the acquisition of Nest by Google initiated the spread of the “algorithmic virus”, capitalizing on our slightest manifestations, creating an economy backed by the uninterrupted flows of life. These ecosystems, crystallized by Amazon, Alibaba, Google, and relying on connected objects have become legions, and had no trouble investing in our daily lives.
Covid-19 precipitates the advent of the new world
Today the health crisis, which affects our entire planet, forcefully accelerates this digital and structural change, against the backdrop of sustainable and responsible consumption. This frenzied digitalization has spread, affecting the last bastions such as education, health and work, and it is all the dimensions of our lives that have been obliged to transform, to witness the advent of contactless. Inspired by the functions of life, technological innovation, now exploiting DNA through synthetic biology, positions itself as a lifeline for humanity, like Messenger RNA. Ce biomimétisme rentre petit à petit dans notre quotidien et dans l’approche d’un commerce futur centré entre autres sur les deeptechs et l’économie circulaire.
Durant les périodes de confinement, notre double virtuel et computationnel a eu l’occasion de traverser le monde d’Animal Crossing en Gucci ou d’assister à un concert géant sur Fortnite, délaissant un monde réel dénervé. Entre Binge-watching et la gestion de leur identité virtuelle, nombreux sont ceux qui ont basculé de manière fluide dans des mondes fictifs de type Métaverses, où les nouveaux marqueurs s’appellent NFT (jeton numérique unique ou crypto-arts), Loot boxes (coffres virtuels offrant accès à davantage de personnalisation) et skins (virtual objects or goods). Welcome to the new world !
