During Paris Retail Week, it’s always a good idea to participate in one of the Paris Retail Tours, especially when it is guided by a renowned retail expert (Patrick Russo on this occasion) and it promises to present ‘atypical’ retail concepts. As was the case on 20 September.
Atypical? Well indeed, a car dealership is not the first thing that comes to your mind when you think about retail in Paris, and selling cars in the centre of a city that knows the true meaning of gridlock seems like a bold venture. Still, it’s the challenge that was taken on by PSA in its experience store (Rue Saint-Didier). Three brands each have about 150 m² showroom surface, which is hardly enough to show one or two cars, but digital solutions help customers to make their choice and configure the car of their dreams. Every brand has its own identity: playful and colorful in the case of Citroën, technological in the case of Peugeot, while the DS showroom has a rather luxurious atmosphere. Most important conclusion of all, is that rethinking the car customer journey pays off: conversion and sales are up.
What to think about a store that is not a store? consumers ar not welcome in La Maison Sonos (Rue de Clichy), an apartment that makes visitors experience the multiroom music concept of the brand as if it were in their own home. Nothing is for sale here. This is mainly a b2b concept, allowing vendors and partners to learn about the products and the app. It is also a location to host musical events and spread the Sonos brand identity towards influencers. Talk about experience? This is how a physical location becomes a marketing tool. A home for a brand.
For My Little Paris, it all started with an e-mail, sent by founder Fany Pechiodat to 50 friends, back in 2008. Now the company manages a community of nearly 4 million people (women, mostly) and has become an influential e-commerce player selling monthly subscriptions to My Little Box (containing beauty and lifestyle products) and other surprise packages. A visit to the headquarters (Boulevard de Rocheouart) reveals a company with a unique DNA that keeps extending its reach and activities, developing physical pop-up brand locations and marketing concepts for big brands like L’Oréal and Coca-Cola. A remarkable trajectory.
If HelloFresh would open a store, it probably might look like Le Comptoir des Recettes (Avenue Trudaine), a convenience store out of the ordinary. A food store that wants to sell recipes instead of products. Following the example of Kochhaus (12 locations in Germany), Bilder & De Clercq (Amsterdam) or HNGRY (Antwerp) the store presents four recipe packages every week, that consumers can easily prepare at home within 30 minutes. Apart from the recipe boxes (including a detailed ‘how to’), shoppers can buy a bottle of wine or juice, some snacks, cheeses, desserts… The store hosts cooking events and product tastings and reaches a growing number of loyal customers in the affluent 9th arrondissement.
There could have been a fifth and last store visit, if the bus wouldn’t have got stuck in a wonderful traffic jam on the Boulevard Saint-Martin. But retail and mobility, that’s a subject for another article…
The 3rd edition of Paris Retail Week ended on 21 September after three days dedicated to Live Retail. Punctuated by conferences and the Paris Retail Awards ceremony, trade and e-commerce professionals who attended the show shared their experiences and viewpoints on future retail trends.
This edition of Paris Retail Week brought together 25,497 professionals and nearly 500 participating companies.
Save the date for the next edition: from 10 to 12 September 2018
Full press release on: https://en.parisretailweek.com/Press/Press-releases/review-2017-edition