Cdiscount is known as the leader in e-commerce in France. In its inception in 1998, the Bordeaux company only marketed used CDs online. Today, it offers a huge reference catalogue ranging from household appliances, food products to fashion. Despite the development of its offer, the platform is also committed on a daily basis to integrate more respectful values. It also responds to new consumer needs.
Cdiscount at the service of the consumer right down to his daily life
Thus, since its inception, the platform has greatly expanded its offer. It now offers nearly 60 million products in various product categories (1). Indeed, the catalogue offers appliances, decoration, food, fashion or DIY. The merchant site’s desire to expand its offer even further is undeniable. For example, it made a notable entry in July 2020 by proposing a formula to pass the B permit to 729 euros (2). The partner of this new offer is Lepermislibre. Thus by revolutionizing the market the two players offer formulas cheaper than those of auto-schools.
On the appliance side, Cdiscount covers the entire sector to meet all consumer needs. Sensitive to customer demand, which today places quality and know-how at the heart of its concerns, it even offers a section entirely dedicated to Made in France home appliances. This reflects the changing expectations of consumers. They place more emphasis on the quality, lifespan of products and their environmental impact.
Offer the same services online as in-store
Previously, when a consumer bought their product online, they did not have the same advice and service services as in-store. With the development of e-commerce, platforms are now offering customer service on all fronts, both in stores and online. For example, Darty Fnac notes that customer service, rooted in the brand’s culture, is also evolving online (3). Indeed, it offers a vip adhere Darty Max membership system as well as a SAV Barometer. These actions are aimed at supporting customers in their online purchases.
Thus, at a time when brands are increasingly present online with their customers during the buying process and even after, Cdiscount takes the lead. The platform offers them remote repair assistance alongside the start-up PIVR (4). For Cdiscount, this approach is also part of a desire to reduce the environmental impact of its activities. In addition, it is also part of the desire to support its customers in a more responsible consumption.
Supported by the anti-waste law, this partnership allows customers to repair their devices themselves through video-conferences with technicians. The results are there, since in 65% of cases, customers repair their devices themselves. This simple, fast and practical initiative meets the needs of 9 million customers. This action is even more appreciated in the wake of the health situation, which often forces the reduction of contacts.
DIY, to occupy its time
Indeed, the health crisis has instilled new trends and habits among consumers. During confinement, according to a study by the Observatory for Society and Consumer Affairs (Obsoco), the French spent more time making or repairing all kinds of everyday objects (5). Google search trends speak for themselves. Indeed during this period the search for “do it yourself” has multiplied. Thus, in a second study of the Obsoco the French showed a real willingness to change the consumption model for a version focused on recycling and do it yourself. We note that some brands have already positioned themselves on the trend. Indeed, Leroy Merlin offers in his magazine, a section “Make it”, which invites his readers to make decorations or improvements for the house (6).
Develop privileged relationships
While developing these actions, there is also a desire for brands to get closer to their consumers and to maintain privileged relationships at a time when physical contact is not always simple because of COVID-19. Thus, always at Leroy Merlin, we see cats appear to advise clients in real time in their projects. By partnering in 2017 with Iadvize, a conversational platform, the brand connects its customers with experts (7).
Thus, these new trends reveal several points. In the context of the economic crisis, buying online allows consumers to optimize their budget while now enjoying the same guarantees as in-store. Product repair also responds to a desire to introduce a more respectful economy, especially as consumers are willing to take time to repair their devices themselves. The containment period confirms this. It is therefore time to accompany new services, more economical and respectful.
(1) Candice Cibois – “Cdiscount, from all digital to physical stores” Article of 8 October 2020 – BORDEAUX Business
(2) “The cheap license of Cdiscount” – Article of August 11, 2020 – Boursorama
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