Soledis, Prestashop Platinum agency for the Grand Ouest region and official Prestashop trainer in Nantes, keeps a close eye on developments in the digital sector in the Pays de la Loire region. Are you a company based in Nantes or the surrounding area? Here's what you need to know about the digital transformation of your region.
1. NANTES, FRENCH TECH METROPOLIS
With a flourishing economy and a quality of life that strengthens the job market, Nantes is a dynamic and growing city. Labelled a "French Tech Metropolis" since 2014, the city, which represents the 1st economic hub of the Greater West, is asserting itself as an innovative digital player. The area boasts a large network of regional SMEs and the regional headquarters of major groups, and can draw on major players in cutting-edge technologies and industry, the technical-medical field and e-health or IoT to grow in the digital sphere.
2. THE DEVELOPMENT OF E-COMMERCE IN NANTES AND THE PAYS DE LA LOIRE REGION
2.1. Digital transformation is a major challenge for the competitiveness of retailers.
According to a study carried out in 2020 by the CCI Pays de la Loire, on the digitalization of commerce among the region's retailers, the digital transition represents a major challenge for the region's retailers.
The rise of digital technology is challenging the way we consume. Without directly opposing it to traditional retailing, we need to approach it from a complementary, cross-functional angle.
Events such as the health crisis or the development of "collaborative" networks have tended to accelerate the digitization movement of certain companies.
The rapid growth of social networks and the massive development of platforms (marketplaces, reservations, delivery, etc.) have multiplied the visibility and outlets of retailers.
In this region of the Grand Ouest, retailers are still in a minority to have fully embraced the digital shift, but the majority see digital transformation as a major challenge for their competitiveness and the development of their business.
2.2. Key figures for the digitalization of retail businesses in Loire-Atlantique
Today, in the Pays de la Loire region, 72 % of establishments with a website use it as a showcase, and 28 % have developed a merchant site.
92% of companies surveyed in Nantes and the surrounding area say that their online presence is essential or useful to their business. The use of digital technology, if well adapted, can help to extend a company's catchment area, increase visitor numbers and boost sales.
Other indicators at national level
- Today, 71 % of French SMEs have a website, and only 15 % sell online. (Fevad, 2020)
- According to Observatoire des Usages Internet by Médiamétrie in Q1 2020, "61 % of the French are cyber-buyers (40 million)", specifying that e-commerce today concerns all types of products.
- According to the study, "Profil du e-commerçant spécial TPE-PME" (Oxatis/Fevad/Kedge Business School, January 2020), the e-commerce site enables an average increase in sales of 14 % for a merchant who uses both channels simultaneously (web and store).
2.3. E-commerce: between obstacles and opportunities for Nantes and Pays de la Loire retailers
These various indicators show that today, not having a presence on the web, not having an online distribution strategy, not looking after your e-reputation with the use of social networks, means cutting yourself off directly from a significant proportion of your potential customers.
The digitalization of the business must be used as a lever for action: communicating to develop a link with customers, setting up tools to ensure product sales (ordering, click & collect, delivery or even marketplaces).
According to the study carried out in the Pays de la Loire region, a lack of training and digital maturity, and even unsuitable tools, have been identified as obstacles to the use of digital technology. The resources and investment required for a digital commitment are real obstacles to the digital transition. To remedy this, we need to focus on skills.
2.4. Who are the e-tailers in Loire Atlantique and the other departments of Pays de la Loire?
Being present on the web doesn't mean being an e-tailer. In the study carried out on a sample of retailers in Nantes and the surrounding region, only 28% of them are considered as having a merchant site and/or presence on a marketplace. The companies concerned are located in densely populated towns and have more than 10 employees. Most of these companies operate in the home furnishings, culture and leisure sectors.
This type of e-business has adopted a structured digital strategy. It is often supported by a service provider, and e-commerce is integrated into its sales policy with appropriate resources.
3. GET SUPPORT IN THE PAYS DE LA LOIRE REGION TO DIGITALIZE YOUR BUSINESS
Based on the findings of this study, companies in Nantes and the surrounding area need to develop their skills, be informed and trained in digital and e-commerce in particular, to be able to make the leap to digitalization, which is necessary for their business development.
Do you run a company based in Nantes or elsewhere in the Loire-Atlantique region? Would you like to initiate or professionalize your digitalization process?
Here's a practical, local 5-step guide to getting your foot in the door.
3.1 STEP 1: Learn from experience
Talk e-commerce with your colleagues, check out your competitors' websites and shop online! It's the best way to understand the problems of speed, product sheet structuring, Ux, shopping tunnels, graphics, search engines, payment modules...
To get you started, here are a few examples of how we work with our customers in Nantes and the Loire Atlantique region. Having the agency's point of view will also enable you to plan the most appropriate support for you.
Orium France, a brand of the AIC international group
The brand Orium France belongs to the AIC International group (Astucieux, Innovant, Citoyen), a French company which, for over 30 years, has been marketing product ranges in the fields of measurement, energy, personal comfort and gardening to professional retailers.
To support the group in their decision to use Orium as a single brand in 4 universes, Soledis developed its technical and webmarketing know-how to meet the objective of building awareness and business for a new e-commerce site.
One site Prestashop was created, designed to sell Orium brand products, which had to be coupled with the existing WordPress site, the brand's showcase site.
The webmarketing teams also worked to support the customer's product launch strategy and to boost the performance of the new Prestashop site (via Google Ads -Search and Google Shopping, display and retargeting).
Read our blog article on the subject : "AIC International, our 360° e-Commerce approach".
Bazar Avenue
Bazar Avenue is a retailer specializing in the world of the home: kitchen accessories, indoor and outdoor furniture and household appliances. In addition to its 3 physical stores, the company has a Prestashop online store.
Soledis supported this customer in their Web strategy with the redesign of their Prestashop site and with our Webmarketing expertise. The aim was to develop their online commercial activity with a more efficient Prestashop site in terms of business and to gain visibility (SEO & SEA) in order to boost their sales. The site is connected to their ERP to better manage the company's data and activity.
Link to blog article :"Keeping up with technical developments to stay ahead in your e-Commerce business".
Renaud distribution, former Interflora subsidiary
enaud Distribution is an Interflora subsidiary serving the flower and floral decoration trade. The company brings together 24 stores, some twenty trucks and traveling sales representatives to support florists and floral art decorators in their trade.
Our e-commerce experts worked on the creation of a multi-boutique BtoB site using Prestashop 1.7.
Comptoir des industries Françaises
omptoir des Industries Françaises (COIN-FR.com) references manufacturers of all household goods whose products are exclusively Made in France. Via 3 different e-commerce websites, it targets professionals in the CHR (www.comptoirdesindustries.com) and private customers (www.coin-fr.com) and their international target (www.francecorner.com).
The Nantes-based company called on Soledis to migrate to Prestashop 1.7. The advantage of sites developed with Prestashop is that they can be multi-boutique and multilingual. By upgrading to Prestashop 1.7, Comptoir des Industries Françaises has gained in performance, security and ease of navigation for end customers.
Read our blog article : "Behind the scenes of a Prestashop multilingual online store".
3.2 STEP 2: Find out about the industry and its players
To understand the industry and appreciate its dynamism, you can join a professional network. In our Grand Ouest region, we recommend the ADN Ouest association, whose aim is to "make the Grand Ouest the digital territory of tomorrow".
The ADN Ouest association is the largest network of digital professionals in Western France. With its 3,700 members, ADN Ouest leads projects on innovation, employment and training, digital transition and CSR. Historically, its scope of action has been Nantes and the Pays de la Loire, but it has also developed branches in Anjou, Vendée and in every department of Brittany. Soledis is a member of ADN 44 - Loire Atlantique and ADN 56 -Morbihan, and participates in ADN Ouest events to share knowledge on the digital challenges of today and tomorrow.
3.3 STEP 3: Integrate digital into your overall strategy
Simply being present on the web isn't enough. To achieve effective results, you need to use the right levers. Without knowledge or resources, this isn't always easy. To effectively manage your online business, you need to track your KPIs, which demonstrate the impact of your actions and help you make the best decisions (discover Nodal Vision).
The digitization of a business cannot be achieved without an anticipated strategy and the definition of stages, as well as the adaptation of resources (time, skills, finance). The ramp-up will take place in stages, and the digital activity can be structured over time.
Support from e-commerce professionals and training are essential to develop their level of digital maturity, raise their awareness of digital uses and give them a better grasp of the tools. In addition, this digital transformation of commerce must adapt to new buying behaviors that are less homogeneous in terms of place and time (buy anywhere, anytime) in order to remain competitive.
Within 20 years, generations of retailers will have acquired the digital culture, having grown up with it. In the meantime, public and private players have a role to play. That's why, at Soledis, we propose to start our support with a strategic audit. The aim is to understand your brand's web positioning, its strengths and levers for progress, and to make you a proposal that is perfectly adapted to your needs.
3.4. STEP 4: Contact a few potential partners
To choose your e-commerce web agency, start by asking yourself what criteria are important to you. To help you, we recommend reading this article on the Prestashop blog: "How do you choose your Prestashop agency? This is the testimony of a Breton company: 727 Sailbags.
If you're looking for a global web agency (one that can support you in all aspects of your online business), one that's based in or near Nantes and one that has a high level of technical expertise to handle specific developments, Soledis is the agency for you. Download our latest white paper to find out more about our capabilities. And don't hesitate to contact us: Jean-Marc will be your point of contact.
I'm always ready to listen to our customers' needs and help them choose the service best suited to their requirements, whether it's the creation or redesign of an e-commerce site, BtoB or BtoC, hosting, specific development or webmarketing strategy.
The aim is to draw up the most appropriate proposal and strike a balance between budget and expected results.
Once this proposal has been validated and accepted, I hand over to one of our project managers, who will take over production and monitoring of the website.
3.5. STEP 5: Train yourself or your team
Soledis, based in Vannes (Morbihan) with a sales office in Nantes (Loire-Atlantique), is the world's second largest Prestashop agency and Prestashop Grand Ouest training agency.
Soledis combines the skills of a technical studio with a team of webmarketing experts. Depending on your needs, each project we take on ends with a customized training session for the autonomous management of your online store's back-office. But we also offer customized training, whether or not linked to an ongoing project.
Soledis has recently obtained Qualiopi certification for its training programs, which is a guarantee of the quality of the process that is essential when choosing your training organization.
Our Nantes agency can help you with all your e-commerce site creation or redesign projects, and support your growth with webmarketing strategy. We also offer a service for connecting your ERP, CRM and PIM systems to your e-commerce solution.
Study source CCI Pays de la Loire/ https://www.paysdelaloire.fr/sites/default/files/2021-04/etude_digitalisation_commerce-web.pdf
