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In a landscape whereartificial intelligence takes center stage, Akeneo’s analysis reveals a fascinating reality: despite the enthusiasm forGenerative AI, THE traditional trade keeps its letters of nobility. French consumers, looking forcustomer experience quality, still favor human contact and professional advice, especially for investments over 100 euros. This dynamic shows how, at the heart of a digital world, the physical store remains an essential place for informed purchasing decisions.
The results of a study conducted by Akeneo highlight a surprising trend: despite the growing enthusiasm for artificial intelligence (AI), traditional commerce is resilient and continues to attract consumers. The French seem to favor the in-store experience, seeking human advice and quality of service. This article explores the reasons behind this persistence, revealing that generative AI, while intriguing, has yet to significantly transform the business landscape.
The physical store, an unbeatable bastion
The Akeneo study reveals that 64% of French people prefer to make their purchases in store when the amount exceeds 100 euros. This is explained by the desire to live a quality customer experience. The search for human contact and the possibility of benefiting from expert advice are elements that work in favor of physical points of sale. Consumers want to ensure the quality and relevance of product information, something that AI, in its current form, cannot yet completely replace.
Complementarity between digital and physical
Contrary to the idea of a decline in traditional commerce, the study highlights a growing adoption of the model omnichannel. Indeed, 76% of consumers do research online first before going to the store. This implies a dynamic where digital and physical channels complement each other. For product returns, for example, digital is clearly taking over, with 70% of buyers using online platforms for this process. This complementarity demonstrates the absence of a total withdrawal into traditional commerce.
The crucial importance of product information
Consumer behavior has been profoundly transformed by economic crisis and inflation. The French have developed increased attention to product information, with 64%42% of individuals cite price as the main criterion, but the quality of information is just as essential. Incomplete data can directly affect sales, since 65% of consumers have renounced purchases for this reason. Clear and reliable information is therefore an essential pillar on which brands must rely.
Interest in AI, but timid adoption
Despite a clear interest in AI, the study highlights that only 4% of consumers French people actually used an artificial intelligence agent to make a purchase. This observation may be surprising, especially given the media hype around these technologies. However, it reveals a gap in the acculturation to these tools in France. Yet, 68% of French people say they are interested in using AI, particularly to obtain personalized advice and thus improve their purchasing experience.
Towards an innovative integration of AI into the customer journey
To successfully convince consumers to take action using AI-powered tools, brands will need to redouble their efforts to integrate these technologies into the customer journey. Familiarizing consumers with these new tools will be essential to meet their quest for personalization and quality information. By developing solutions tailored to consumers’ real needs, companies will be able to leverage AI to enrich the customer experience while preserving the crucial human connection. To learn more about the impact of AI on commerce, be sure to check out articles like Amazon’s article on AI, or this article on the imminent impact of AI in commerce.
