in france

www.cbre.fr
HOW WE SHOP
IN FRANCE
November 2014
HOW WE SHOP
IN FRANCE
FRANCE SURVEY
www.cbre.fr
2014
HOW
WE SHOP
IN
By Sabine Echalier,
Deputy Director,
France
•
•
They segmented their clothing spend, from value to
luxury retail brands, and gave us an insight into
their future shopping habits.
The first reaction to the survey findings was
presented in our report: How We Shop – Inside the
Minds of Europe’s Consumers. This report
examines in more details where and how people
shop in France.
Online Tablet
Online Mobile Phone
Factory Outlet Centres
Out of town SC
Town Centre SC
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Town Centre High Street
In France, we surveyed 1,061 consumers aged
between 16-64 years, via an online survey. Whilst
the sample is small and does not represent the
entire France population, the survey is sufficiently
robust to provide a good indication of where and
how French shop. However, some responses will
clearly be influenced by the composition of the
sample (such as the online shopping frequency).
Proportion of consumers
who have ever used
different methods /
outlets for clothing and
footwear shopping
Local/ Neighbourhood Shops
Consumers told us what attracts them to their
preferred shopping centres and the extent to which
they use digital marketing initiatives while inside.
•
Town centres (high street and shopping centres)
remain the 1st choice for over 80% of consumers
for clothing and footwear shopping
Out of town destinations are also chosen by a
high proportion of consumers (over 2/3)
Whatever the location (urban centre and
peripheral locations), shopping centre is chosen
by over 75% of consumers
Shopping online for fashion continues to grow in
importance - 73% use a computer, mobile
phones (15%) and tablets (13%) are still
underused compared with most of European
countries.
Town Centre Supermarkets
The results reveal the different channels consumers
use when shopping for food and clothes; also
highlighting the continuing importance of the
physical store to online shoppers.
•
Out of town Retail Park big
box retail warehousing
Between March and April 2013, we surveyed
10,000 consumers in 10 European countries1 to
discover where and how they shop. This new survey
builds upon our ground-breaking research on
consumer attitudes to online shopping, published in
2011.
Methods /
outlets
for clothing
and footwear
shopping
WHERE DO
CONSUMERS
SHOP
Out of town Super/
hypermarket
INTRODUCTION
Online over Computer
FRANCE
Source: CBRE
HOW WE SHOP IN FRANCE
© 2014, CBRE
3
FRANCE SURVEY
www.cbre.fr
2014
Frequency of Shopping
for Clothing and Footwear
(Number of Visits a Year)
Frequency
•
•
•
•
•
•
•
•
Compared with some other countries in Europe,
French people shop less frequently than in other
countries.
French attach importance to the traditional city
centre where they can find a wide diversity of
activities to make including shopping. In
average, French go more than 10 times a year
in a city centre when shopping for clothing and
footwear.
Surprisingly, in comparison with some European
markets, French people shop less frequently.
Italian shops 20.7 times a year in town centre
shopping centres, Spanish 17.2, British 16.9
and German 14.3. This is also generally true for
other channels of shopping (town centre
shopping centre, town centre supermarket and
online).
Young people are the most likely to shop in city
centre where main fashion retailers are present.
This is also the place where they usually live
during their studies and where they can spend
extra time for other activities (pubs, restaurants,
culture…).
Even though local / neighbourhood shops are
not firstly chosen for clothing and footwear
shopping, the younger group (16-24 years) is
more captive than the rest of the population as
proved by the frequency of their visits in the city
centre and local and neighbourhood shops.
Whatever the location (city centre or out of
town), the shopping centre is a retail channel
favoured by French people.
The online shopping has been widely adopted
by French shoppers as they use both channels:
online and physical (high street and shopping
centre) shopping. For online shopping the
‘traditional’ computer remains the main tool,
tablets and the mobile phones are not used very
often.
Generally, young people shop more often than
older people.
Total
16-24 55-64
Male
Female
Town Centre SC
11,7
17,7
9,0
11,3
12,1
Online over
a computer
10,9
16,8
7,6
11,4
10,5
Town Centre
High Street
10,2
17,5
6,7
10,6
9,9
Out of town SC
9,7
13,2
6,8
10,4
9,1
Town Centre
Supermarket
9,4
11,6
8,2
9,1
9,7
Out of Town
Super/ hypermarket
9,1
10,7
10,0
9,1
9,1
Local/
Neighbourhood
Shops
8,5
13,0
8,2
9,5
7,5
Out of town
retail park
7,5
8,8
5,9
8,9
6,2
Online Mobile
Phone
3,6
6,6
0,5
5,0
2,2
Online
Tablet
3,3
6,2
0,5
4,4
2,2
Factory Outlet
Centre
3,2
5,0
1,3
4,3
2,2
Source: CBRE
HOW WE SHOP IN FRANCE
© 2014, CBRE
4
FRANCE SURVEY
www.cbre.fr
2014
Proportion of
Consumers who have
ever used different
methods/outlets for
Grocery Shopping large/main Food Shops
for Households
Frequency of Shopping
for Grocery –
large/main shops
•
90%
•
80%
70%
60%
50%
40%
•
30%
20%
10%
•
Online Tablet
Online Mobile Phone
Factory Outlet Centres
Online over Computer (desktop)
Out of Town Retail Park big box retail warehousing
Local/ Neighbourhood Shops
Town Centre High Street
Town Centre SC
Out of town S C
Out-of-town Supermarket/ hypermarket
Town Centre Supermarkets
0%
•
•
•
Frequency of Shopping for Grocery
– large/main shops for Households
(number of visits a year)
Total
Methods/outlets for
Grocery Shopping large/main Food
Shops for Households
•
•
The town centre supermarket is the most popular
destination for the main grocery shopping with a
visit every 2 weeks.
Local/neighbourhood shops are the 2nd most
frequently visited. This illustrates the fact that
people buy a smaller basket more often when
shopping locally, compared with out of town
locations where the shopping list tends to be
more consequent and may not require so
frequent visits.
Men are very participative in grocery shopping.
Except for town centre supermarkets, when not
equal to women, they visit more often the
different shopping places.
They are also much more likely to use online
tools compared with women.
The age group of 25-34 shops online with
desktop about once a month whereas the 55-64
group once a year.
The hyper/supermarket is the main choice for
grocery shopping (out of town / town centres and
shopping centres where the traditional anchor is
a hyper/supermarket).
Local/neighbourhood shops are more often
preferred for grocery shopping (70%) than for
clothing shopping (52%).
At the opposite, the online grocery shopping is
not anchored in French’s habits yet, as only 30%
have ever used this method against 73% for
fashion shopping.
Online grocery shopping with a mobile phone or
a tablet is minor.
1624
2534
3544
4554
55Male Female
64
Town Centre
34,1 34,0 34,1 35,0 33,0 34,5
Supermarket
Local/
Neighbourhood 26,5 19,0 19,4 25,9 31,1 35,3
Shops
Out of Town
Super/
23,8 20,3 20,2 26,1 22,8 28,4
hypermarket
32,6
35,6
26,3
26,6
24,1
23,4
Town Centre
22,2 25,2 23,3 20,7 21,2 21,0
Shopping Centre
22,8
21,6
Out of town
21,4 21,0 20,5 22,0 18,7 24,7
shopping centre
23,4
19,6
19,9 23,6 17,3 18,4 19,6 21,0
20,1
19,7
9,0
10,0
9,2
9,8
5,6
10,7
10,0
8,0
6,1
6,2
11,8
7,0
4,7
1,3
6,7
5,5
4,5
7,8
5,1
4,2
3,6
2,5
6,0
3,1
Online Tablet
3,0
4,7
4,9
4,1
1,4
0,1
4,4
1,6
Online Mobile
Phone
2,7
4,9
3,8
3,0
3,0
0,1
3,7
1,7
Town Centre
High Street
Out of town
retail park
Online over a
computer
Factory Outlet
Centre
Source: CBRE
HOW WE SHOP IN FRANCE
© 2014, CBRE
5
FRANCE SURVEY
www.cbre.fr
2014
ONLINE
COMPLEMENTS
IN STORE
HOW DO CONSUMERS
GET THERE
•
•
•
The car remains the favourite mean of transport
to go shopping. Logically, the use of car is even
more widely used for out of town destinations.
The peripheral shopping areas are mainly
organized for drivers despite the growing
encouragement to use public transport.
As proved by results on figure 12, the criteria
n°1 is the presence of a free parking within a
shopping centre. The car still occupies a central
position in everyday’s French life.
The car is less often used for more urban
location. Nevertheless the share remains
surprisingly high for local/neighbourhood.
Mode of Transport used by Consumers
on their last Clothing and Footwear
shopping trip
100%
•
•
•
•
Car
Walk
90%
Bus/tram
80%
70%
60%
50%
•
40%
30%
Method
of delivery
Home delivery is by far the preferred method of
receiving clothing and footwear goods
purchased online (half of responses). This share
rises to 58% for young class (16-24) and go
down to 43% for the 55-64 age class,
highlighting the correlation existing between
mobility and age (having a car, the time…).
If only 6% would never buy online, for most of
online purchasers physical stores still have a key
role before buying online. 79% consider it is
important to have access to physical stores to
view/touch clothes and shoes before buying
online. The older the shoppers are the higher
the share is. Even though older shoppers are
more numerous to refuse shopping online, this
share remains quite low (11%).
Then the 2nd preference for the delivery of
online shopping is to pick-up from a local
delivery point which has been inherited from the
traditional mail-order.
This is followed by pick-up from a store branch
near home. This method was not very developed
by retailers in the past years as the retail
network for physical and online was treated
separately. But this has been growing more and
more along the last years as retailers are seeing
interest to generate more footfall in their
physical stores to increase their sales.
Pick up from a central locker within a shopping
centre is not widely developed in France
explaining the very low share of this method.
20%
10%
Local/ Neighbourhood Shops
Town Centre High Street
Town Centre SC
Town Centre Supermarkets
Factory Outlet Centres
Out of town SC
Out of Town Retail Park big box retail warehousing
Out-of-town Supermarket/ hypermarket
0%
Preferred Method of
Receiving Grocery
Goods Purchased
Online
Physical delivery to home
Pick up from store branch near home
Pick up from a local delivery point
Pick up from store branch near work
Pick up from central locker in a
shopping centre/mall
Delivery to work
Source: CBRE
HOW WE SHOP IN FRANCE
© 2014, CBRE
6
FRANCE SURVEY
www.cbre.fr
2014
Physical delivery to home
Pick up from store branch near home
Pick up from a local delivery point
VALUE AND MID-MARKET
RETAILERS DOMINATE
FASHION SPENDING
Pick up from store branch near work
Pick up from central locker in a
shopping centre/mall
•
Delivery to work
How Important is it to have access to a
physical store before buying online
Extremely Important (5)
Important (4)
Somewhat Important (3)
Somewhat unimportant (2)
Not at all important (1)
I would never buy online
35%
0%
23%
20%
40%
21%
60%
•
11% 4% 6%
80%
•
•
100%
•
How Important is it to have access to a
physical store to view/touch Grocery
goods before buying online
Extremely Important (5)
Important (4)
Somewhat Important (3)
Somewhat unimportant (2)
Not at all important (1)
I would never buy online
38%
0%
20%
19%
40%
12%
11% 5%
60%
80%
Proportion spent
on each sector
over the last 12 months (%)
16%
100%
The share of pick up from store near home is much
more important (40%) for grocery than for clothing
(18%). The click-and-collect trend has grown along
the last few years in city centre (directly at the store)
as well as in periphery with the drive concept where
there is a dedicated place for collecting. The
delivery to home is only at the 2nd place with 36%.
Even though for the grocery the physical store
keeps an importance to view/touch good before
buying online, it seems less important than for
clothing. Industrial products are well known and it
does not seem so important to view them before
buying online.
HOW WE SHOP IN FRANCE
•
Fashion spend in France is mostly shared on
value and mid-market (90.8%). In detail, over
half of the total spend is for value. Women
spend more in value fashion and the more rural
the population is the higher the share of value
fashion is.
Even though young consumers have less
revenues then the rest of the population, they
are much more likely to buy aspirational and
luxury goods. The brand has a strong
importance for younger shoppers. They tend to
spend generally less but buy higher range
fashion.
Surprisingly men spend more aspirational and
luxury in proportion compared to women.
Paris and South East of France (urban
population with the highest incomes and
purchasing power) are the areas where the
share of aspirational and luxury has the
strongest proportion in total expenditure.
Despite the low share of aspirational and luxury
in French expenditure, this segment of the
market performs well thanks to tourists who are
the main consumers of these products.
Value products register an important market
share in the total expenditure
© 2014, CBRE
Total
16-24
55-64
Male
Female
Value /
mid-market
90,8
89,5
92,0
88,4
93,1
Aspirational
7,1
7,5
6,4
9,0
5,3
Luxury
2,1
3,1
1,7
2,6
1,6
Source: CBRE
7
FRANCE SURVEY
www.cbre.fr
2014
•
•
•
•
•
•
The digital technology has been developing very
rapidly in everyday life, in retail in general and
into shopping centres in particular where it has
found a good place to expand, mixing with
physical shopping practices. The use of smart
phones has widely changed our way of
shopping. The omnicanal is getting to reality.
The younger class is more likely to use digital
tools. But it is amazing to see to which extent
they have taken such an important place in their
everyday life.
The 1st practice, made at least once by over half
of the surveyed sample whilst in a shopping
centre, is searching e-vouchers/coupons. The
share for the 16-24 age class reach 2/3 against
1/3 for 55-64 age class.
Even though it has been evolving very fast, the
potential of growth in using digital tools is still
important. More than 60% have never used the
shopping centre app, QR codes to access
shopping centre websites or compare prices on
mobile phone.
Interestingly, men use more technology than
women when shopping.
•
WHAT MAKES A
SHOPPING CENTRE
ATTRACTIVE?
Free parking availability, convenience to travel
to, cleanliness, price, security and atmosphere
are quoted as the most important factors.
The older the shoppers are the more important
these factors are. This highlights the generation
gap and as a consequence in the expectations
of a shopping experience.
The shopping centre is part of a special
experience where all the retail aspects are
supposed to be concentrated in one place.
Globally, the accessibility is a crucial point when
choosing a specific centre. The existence of a
parking is very important but it has to be free. A
chargeable parking would be considered as a
discriminant factor.
Price is also a factor which is very important.
The range of retailers, the presence of specific
retailers is also part of the attractivity of a given
shopping centre but it is noticeable that the
shopping centre is a place where people like to
be. The comfort is part of the pleasure. This is
proved by the importance of quoted criteria such
as the cleanliness, security and atmosphere. The
consumer is looking for a special experience.
This is even enhanced by the following factors
such as the general environment, the fact the
shopping centre is enclosed/covered, a place to
spend time (not necessarily to shop), a good
place to meet friends.
•
•
•
•
Percentage of
Consumers that have
ever carried out these
actions when visiting
a shopping centre
Total
70%
16-24
55-64
60%
50%
40%
Importance of Factors for Consumers
when visiting a shopping centre
30%
20%
10%
55-64
3,2
3
I compared the price on my mobile whilst instore
3,4
I use QR codes to access their websites
3,6
I use the shopping centre app
4
3,8
I access the blogs and review sites to evaluate
the product
I search for e-vouchers/coupons whilst in
store/shopping centre
4,2
I search social network sites for feedbacks and
comments
0%
4,4
I use the transactional website of the shopping
centre
16-24
I order goods online in stores in the centre
All
I pick up goods that I have purchased online
from a central collection point
4,6
Source: CBRE
HOW WE SHOP IN FRANCE
© 2014, CBRE
8
FRANCE SURVEY
www.cbre.fr
2014
Anticipated Frequency of doing the following in two years time
(balance between those that said more, about the same and less)
more
the same
less
shopping online using a computer
pick up from a delivery point
pick up from physical stores
shopping in local/neighbourhood shops
shopping in major city centre/out of town malls
using car for shopping
shopping online using a tablet
shopping online using a mobile
pick up from a central locker in a shopping centre
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Source: CBRE
•
French consumers are generally conservative as
they do not intend to radically change their
shopping habits in the next 2 years. The answer
‘the same’ represents half or more of responses.
•
In detail, physical shopping keeps an important
role in consumers’ habits. 62% of respondents
said they will continue to shop into a traditional
shopping place and 59% locally. Shopping
locally is getting more and more important in
everyday life.
•
City centre and shopping locally is more and
more integrated by retailers. Some traditional
out-of-town retailers as well as traditional
brands of hyper/supermarkets and hard
discounters have been developing for recent
years concepts for inner cities.
•
Online shopping is set to grow as 37% said they
will use this method more. Even though results
tend to show that the youngest people are more
likely to use more online tools, the gap between
both is not as deep as expected. Whereas we
saw along the analysis that men are generally
more incline to online tools for shopping, 38%
of women said they will shop more online
against 36% for men.
HOW WE SHOP IN FRANCE
© 2014, CBRE
•
There is no big trend for growth of picking up
from a delivery point or a store. This tends to
show that even though online shopping is led to
grow, the pick-up of good at a specific point is
not necessarily the most preferred. Home
delivery should increase at the condition that the
cost of this service is not chargeable.
•
Shopping online yes, but the survey shows a
disinterest for the use of a tablet and a mobile.
We think that app are not sufficiently developed
and not efficient enough yet. This result may
change in the future if an effort is made for
improving these IT tools.
9
www.cbre.fr
For more information regarding
this Survey, please contact:
Research - France
Sabine Echalier
Deputy Director
Tel: +33 1 53 64 37 04
E-mail: [email protected]
Aurélie Lemoine
Head of Research
Tel: +33 1 53 64 36 35
E-mail: [email protected]
DISCLAIMER
CBRE Limited confirms that information contained herein, including projections, has been obtained from sources believed
to be reliable. While we do not doubt their accuracy, we have not verified them and make no guarantee, warranty or
representation about them. It is your responsibility to confirm independently their accuracy and completeness. This
information is presented exclusively for use by CBRE clients and professionals and all rights to the material are reserved
and cannot be reproduced without prior written permission of CBRE.