The sales are down. This is the sad observation of the stationary merchants. The French government has responded. Starting June 22, 2011, online sales are authorized. A solution to boost purchasing power. But what do the merchants and consumers of the PACA region think?
Christophe Canard, manager of Hype shoe store, is satisfied with this measure: “for the customer, it’s better, it offers an additional opportunity to shop.” A thought for people with reduced mobility. Brigitte Praca, manager of a cosmetics website, believes “there is room for everyone.”
However, this opinion is not shared by Michel Soghomonian, manager of Court Métrage, a children’s clothing store. He opened his small business on Avenue de la République five years ago. Since the crisis, he has been drawing on his savings each year to stay afloat. For him, the internet is unfair competition: “on the net, sales are year-round.” Legalization does not help things. “I offer 40% off the entire store, I can’t do better: I already have no more turnovers.” This year more than ever, sales are dreaded by Michel.
20% increase in turnover!
Even before the law was published, Philippe Davi*, manager of an online clothing store, understood everything. For him, the internet is a boon. “With Google referencing, it’s easy to sell!” He knows the law. For him, it changes nothing: “sales on the internet have always existed. We have a loyal customer base. We can send them discount coupons. That happens year-round.” Brigitte Praca shares this view: “Sales, promotions, private sales, floating sales, discounts, it’s year-round.” So when asked why favor the net, Philippe’s answer is clear: “on the web, you reach 65 million people. With a store, you target a more specific customer category.” His clothes are popular, and his turnover keeps increasing each year.
This trend is confirmed in all e-commerce stores in the Alpes-Maritimes. With a 20% increase in turnover between 2009 and 2010, e-commerce represents a major shift in French consumer habits. Brigitte Praca won’t say otherwise: “After Paris, the biggest online shoppers come from the southeast.” Clothing attracts 53% of them in the region. What motivates them so much? The price? The choice? The absence of travel? It’s all of this at once according to an Ipsos survey on May 24, 2011. 77% of online shoppers in the Alpes-Maritimes consider online shopping “a really practical way to shop.”
Disappointed by the internet?
“The problem is that many people are disappointed,” according to Christophe Canard. Sandrine Heintje, an English language assistant, admits to being afraid of online shopping. “I never buy online because I’m not sure about the sizes.” Aurélie, a student, adds, “if it doesn’t fit, we’re stuck with it: we never return products because you have to pay for the return. In-store, it’s easier to try and exchange.”
Mathilde Escamilla, a student, sees it differently. For her, buying online is out of the question: shopping is an irreplaceable pleasure. “I love rummaging, looking for the perfect find in stores. I need to touch and try on clothes to know if I really like them.” Online or in-store shopping, the choice is yours. In any case, the sales are eagerly awaiting you!
*his identity has been changed.
