V-commerce

Presentation of the interviewee : Jean-Michel CECCONI

Jean-Michel CECCONI is Director of Open Innovation at Nespresso France.

Company presentation

Nespresso is a leading player in e-commerce and has an incomparable boutique experience. They saw the value of e-commerce long before anyone else.

In the face of the current crisis:

• What do you think is the future of e-commerce?
• Does the current crisis accentuate the digitalization of your offer?

• The e-commerce before the COVID-19 was already in strong growth. According to the figure of the FEVAD (Federation of remote sales), the e-commerce takes more and more weight in the habits of consumption in France and abroad. The COVID has accelerated all this. The brands that had not begun to digitalize their activities suffered terribly from the first crisis, having no way to postpone it. Since then, it's been a frantic race to digitize as fast as possible. Those who had not taken the step are doing it very quickly.
• "In view of the current crisis, retailers are looking to substitute physical with digital in two ways. A very functional side with e-commerce for distance sales, and a more emotional side through 3D solutions. They are looking for a more immersive environment to compensate for what is less available in digital. Those who were reluctant at the time or who didn't believe in it, are going to realize that it has an interest and that it works. The technology has become a little more democratized than it was before. It's a bright future ahead of us."

The v-commerce:

Being a forerunner in innovation, you were the first to launch/test the V-commerce concept.

• How did you come up with this idea?

We were inspired by one of our brands. This brand had set up its entire showroom and its collections were ready for sale when the lockdown was announced. Then came the idea of a 3D showroom. This brand asked us to accompany them in the implementation of this project. Once their 3D showroom was integrated on Le New Black, we wanted to offer an equivalent solution to all our client brands.

Benefits:

• Did your test customers enjoy using this solution / if so / how?

• The feedback from customers was unanimous. The comments were very consistent. They really enjoyed it and got into the experience easily. It allowed them to see a lot more than they usually see. This is a real plus, especially for the test in a 3D computer environment. For this study, we re-created a physical environment in digital, in which they could evolve as in a physical store. In a website, we follow more what has been imposed to us, while in a 3D showroom, the customer finds his "natural behavior". Each customer makes his or her journey in his or her own way and that's what they like. They perceived things in the 3D environment that they did not see in 2D.

Are you interested in this interview with Jean-Michel Cecconi? Would you like to know more about the solution? Don't hesitate to contact us.

Want to know more about virtual reality? Download the free white paper "The contribution of 3D in retail".

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