BTS MCO - LV1 Anglais · Thème 3
Chapitre 08 - Omnichannel & Retail Trends
Compréhension, first conditional, vocabulaire omnicanal et production d'une note de service.
Étape 1 / 4 - Compréhension écrite
Reading Comprehension
Questions based on The Omnichannel Imperative (Découvrir, Étape 3).
Question 1 - True or False
According to the article, click and collect represents a shrinking share of total online retail sales.
False. The article states that click & collect orders now account for over 20% of total online retail sales in several major European markets - roughly triple the share recorded five years ago. Its share is growing, not shrinking.
Question 2 - Multiple choice
According to the article, what does the ROPO effect describe?
Answer: B. The article describes the ROPO effect ("Research Online, Purchase Offline") as the mirror image of showrooming: a shopper researches a product online - comparing reviews and prices - then completes the purchase in a physical store. This means a lost online sale is often simply one that closes through a different channel.
Question 3 - Open response (3-4 sentences)
What does unified commerce require technically, and why does the article suggest it is organisationally difficult to build?
Model answer: Unified commerce requires a single technology platform providing real-time inventory visibility across every channel, so that a sales assistant, a website, and a mobile app always show the same stock figures. The article suggests this is organisationally difficult because it typically requires merging teams, systems, and even bonus structures that were originally designed to compete with each other rather than cooperate - meaning the challenge is as much human and organisational as it is technical.
Étape 2 / 4 - Grammar Spotlight
The First Conditional: Mapping the Customer Journey
Focus : If + present simple, … will/can/may + base verb - la structure idéale pour décrire les points de décision réels d'un parcours client omnicanal.
Extraits du texte & de la vidéo
"If a size is out of stock in-store, the assistant will check the app for the nearest available unit."
"If you order before 2pm, your click and collect parcel will be ready within two hours."
"If the smart fitting room recognises the garment, it can suggest matching accessories automatically."
"If a customer can't find a colour on the shelf, they may use the endless aisle kiosk to order it."
"If inventory data isn't shared in real time, the website will keep advertising products that are already sold out."
Formation du first conditional - Récapitulatif
| Clause | Structure | Retail example |
|---|---|---|
| If-clause | If + subject + present simple | "If a product is unavailable in-store…" |
| Main clause (certainty) | subject + will + base verb | "…the assistant will check the app." |
| Main clause (ability) | subject + can + base verb | "…the customer can order it for home delivery." |
| Main clause (possibility) | subject + may/might + base verb | "…the store may offer a small discount." |
| Main clause (advice) | subject + should + base verb | "…staff should update the stock system immediately." |
| Inverted order | main clause + if-clause | "The app will notify you if your parcel is ready." |
Pourquoi le first conditional ici ? Il décrit des situations réelles et probables - exactement la logique d'un parcours client omnicanal : chaque étape déclenche une réaction concrète et prévisible du système ou du personnel. Attention : jamais de
will dans le if-clause !
Exercise A - Complete with the First Conditional
Put the verb in brackets into the correct form (if-clause = present simple; main clause = will/can/may/should + base verb).
1. If the website (show) real-time stock, customers (trust) the omnichannel experience more.
If the website shows real-time stock, customers will trust the omnichannel experience more.
2. If a customer (scan) the QR code in-store, the app (display) extra product information.
If a customer scans the QR code in-store, the app will display extra product information.
3. Staff (can/resolve) most stock issues quickly if the inventory system (update) automatically.
Staff can resolve most stock issues quickly if the inventory system updates automatically. (inverted order: main clause first)
4. If the fitting room mirror (not recognise) the garment, a sales assistant (should/help) the customer manually.
If the fitting room mirror doesn't recognise the garment, a sales assistant should help the customer manually.
5. If a shopper (research) a product online first, they (may/still buy) it in the physical store.
If a shopper researches a product online first, they may still buy it in the physical store.
Exercise B - Choose the correct modal for the main clause
Complete each sentence with will, can, may, or should, according to the meaning indicated in brackets.
1. If a colour is unavailable in-store, the customerorder it through the endless aisle kiosk. [ability]
2. If the click and collect order is not ready within two hours, the storenotify the customer by text. [certainty]
3. If a payment gateway fails during checkout, staffoffer an alternative payment method immediately. [advice/obligation]
4. If footfall increases near the digital signage, the storeconsider extending the promotion. [possibility]
5. If real-time inventory data is shared across channels, the websitenever advertise a sold-out product. [certainty]
6. If a customer shows loyalty app on their phone, the assistantapply a personalised discount. [ability]
1. can (ability - the kiosk makes it possible)
2. will (certainty - a guaranteed store policy)
3. should (advice / expected procedure)
4. may (possibility, not certainty)
5. will (certain, logical consequence of shared data)
6. can (ability - the assistant is able to)
2. will (certainty - a guaranteed store policy)
3. should (advice / expected procedure)
4. may (possibility, not certainty)
5. will (certain, logical consequence of shared data)
6. can (ability - the assistant is able to)
Étape 3 / 4 - Vocabulaire actif
Omnichannel Vocabulary in Action
Matching + Gap-fill. Les 12 termes en contexte professionnel du commerce omnicanal.
Channel Integration
- omnichannel retailing
- click and collect (BOPIS)
- unified commerce
- seamless customer journey
In-Store Technology
- phygital
- digital signage
- smart fitting room
- endless aisle
Customer Behaviour
- showrooming
- webrooming (ROPO effect)
Data & Touchpoints
- touchpoint
- real-time inventory visibility
Exercise A - Match the term to its definition
click and collect (BOPIS)
showrooming
webrooming (ROPO)
seamless customer journey
endless aisle
digital signage
touchpoint
real-time inventory visibility
click and collect → b | showrooming → c | webrooming (ROPO) → d | seamless customer journey → a
endless aisle → e | digital signage → f | touchpoint → g | real-time inventory visibility → h
endless aisle → e | digital signage → f | touchpoint → g | real-time inventory visibility → h
Exercise B - Gap-fill with the correct term
Word bank
brick-and-mortar · click and collect · digital signage · endless aisle · loyalty programme · omnichannel retailing · phygital · real-time inventory visibility · seamless customer journey · showrooming · smart fitting room · touchpoint · unified commerce · webrooming
1. Ourstrategy means a customer can start a return online and finish it in any of our stores.
2. The newflagship store blends interactive screens with traditional product displays.
3. We noticed a rise in: customers trying shoes on here, then ordering them cheaper from a rival app.
4. Thanks to ourkiosks, a sold-out size in-store can still be delivered to the customer's home.
5. Near the entrance,now displays a different promotion every hour based on footfall data.
6. Therecognises each garment via its RFID tag and suggests matching accessories.
7. Moving to aplatform meant merging our online and in-store inventory systems for the first time.
8. We mapped everyin the customer journey, from the first social media ad to the delivery text message.
9.means our website never advertises a product that has just sold out on the shop floor.
10. Creating ameant giving every sales assistant access to a shopper's full order history.
11. Many shoppers now practise: they research a product online, then complete the purchase in a physical shop.
12. Ourorders can now be picked up within two hours of purchase at any city-centre location.
1. omnichannel retailing · 2. phygital · 3. showrooming · 4. endless aisle ·
5. digital signage · 6. smart fitting room · 7. unified commerce ·
8. touchpoint · 9. Real-time inventory visibility · 10. seamless customer journey ·
11. webrooming · 12. click and collect
Étape 4 / 4 - Production écrite guidée
Write a Store Announcement Memo
Rédige une note de service en anglais professionnel pour annoncer le lancement d'un nouveau service en magasin à ton équipe.
Scénario
You are the assistant store manager at UrbanStyle, a fashion retailer. Your store is launching new endless aisle kiosks next week. Draft an internal memo to your sales team.
- Announce the new endless aisle kiosks and their purpose
- Explain what will happen if an item is out of stock (use a first conditional)
- Use at least one first conditional structure
- Use at least 3 vocabulary terms from this chapter
- Tone: clear, professional, action-oriented
- Length: 80-100 words (memo body only)
Lexical bank
omnichannel · endless aisle · seamless · inventory · touchpoint · phygital · roll out · available · assist · notify · ensure · deliver
Sentence scaffolding
- Subject line: "New in Store: Endless Aisle Kiosks - Launching [date]"
- Opening: "Starting [date], our store will offer…" / "I am writing to introduce…"
- Core info: "If a size or colour is not available on the shop floor, customers will be able to…"
- Team role: "Please make sure that…" / "All team members should…"
- Closing: "This new touchpoint will help us…"
0 mots
Objectif : 80-100 mots
Subject: New in Store - Endless Aisle Kiosks · Launching Monday 7 September
Dear Team,
Starting next Monday, our store will introduce two new endless aisle kiosks near the fitting rooms, part of our wider omnichannel strategy.
If a size or colour is not available on the shop floor, customers will be able to order it directly from the kiosk for home delivery within 48 hours. This new touchpoint will help us turn a missed sale into a satisfied customer.
Please take five minutes this week to try the kiosk yourselves so you can assist customers confidently from day one.
Best regards,
Assistant Store Manager
Dear Team,
Starting next Monday, our store will introduce two new endless aisle kiosks near the fitting rooms, part of our wider omnichannel strategy.
If a size or colour is not available on the shop floor, customers will be able to order it directly from the kiosk for home delivery within 48 hours. This new touchpoint will help us turn a missed sale into a satisfied customer.
Please take five minutes this week to try the kiosk yourselves so you can assist customers confidently from day one.
Best regards,
Assistant Store Manager
Word count: 91 | First conditional: "If a size or colour is not available…, customers will be able to order it" | Vocab: endless aisle, omnichannel, touchpoint