Since October 21, 2015, major retailers such as Auchan, Boulanger, Carrefour, Darty, FNAC, Leclerc and Orange, Lick and many others, have mobilized and accepted together, via the Charter of Promotion of connected objects, to highlight products of the French Tech, weighing more and more in the high-tech market, hitherto dominated by a few leaders.
Thus, it has promoted French startups specializing in the sale of connected objects to boost the French market and democratize connected objects to the general public. A few months later, other major retail players such as Leroy Merlin, the Casino group, Ex & Co and Vente-privee.com have also highlighted “made in France” connected objects on their shelves.
The French and the revolution of connected objects
To get an idea of the weight of supermarkets in France, you must know that two-thirds of the population go to shop once or twice a week!
Thanks to this, only a year after the development of the Charter for the Promotion of Connected Objects, the French, who did not adhere to the concept initially because they knew it only too little, were more than 60% aware of the connected objects of after an Opinionway study published on March 22, 2017 *.
According to this same study, “45% of French people perceive connected objects as a revolution, just like the Internet a few years ago” and this figure is only increasing. This better perception of “objects 2.0” by the French is due in particular to the optimization of their accessibility by large physical distributors. But what really convinced the French is the unprecedented experience that these innovative objects provide!
The experience of virtual reality and holography
Research conducted by the market research firm Context ** technologies have identified the potential brakes of buyers of connected objects. The first observation: “exceptional technology, exceptional experience”. “Having exceptional experiences is one of the driving forces for consumers,” says Stéphanie Algré, Context Manager for France & Belgium Context.
In fact, virtual reality makes it possible to visualize events as if we were there, to make an unprecedented experience, impossible otherwise, and to dive entirely into a film or a video, making us almost think that we are part of it! These are the three main assets of technology for users.
For more than 68% of them, having access to a product demonstration is a decisive factor for the purchase, even before the price criterion. A real advantage for specialized stores and mass market players who are the only ones who can provide this unique demonstration service and expert advice technology testing, highly prioritized by users. “Like all emerging technologies, virtual reality needs to be explained, demonstrated. It is necessary that the consumer can evaluate the experience and identify the different applications that he can expect, “says Simon.
To go a little further, two Carrefour hypermarkets in Ulis (91) and Chambourcy (78), have embarked on holography with start-up Kino-Mo to enliven the rays and explain the operation of connected objects with holograms. A very first in France that only confirms the democratization of connected objects.
According to Grégory Coillot, founder of Lick, “you have to put a lot more trust in start-ups. The key is to allow customers to test these products in stores. ” Axelle Lemaire, head of the bill for a digital Republic until 2017 joins the opinion: “There is a real curiosity in France around connected objects, but the subject remains poorly apprehended. We need concrete illustrations that show that these products are not gadgets, but innovation jewels that can really improve everyday life. ”
* Opinionway survey conducted among 1070 French people over the age of 18, between March 8 and 12, 2017.
** Online study conducted in June 2016 with 2,500 people in the United Kingdom, France, Germany, Italy and Spain. Respondents were divided into 2 categories: 1/3 d