As part of Paris Retail Week (12-14 September 2016) 5 tours taking in a selection of Parisian stores were proposed to attendees to discover “on their own” some remarkable retail innovations in parallel to the event: amazing, creative, elegant and innovative concepts integrating technology into the customer journey.

This selection, edited as a pocket guide, has been made by Cécile Delettré, founder of #IntFem and manager of strategic learning expeditions on marketing, Innovation, digital & Tech. She is also a regular contributor to this blog.

Tour#2 makes you discover 6 innovative stores in the Marais district. Join in the tour …

Tour #2: Marais

Starting from the lower part of ‘Rue de Rivoli’, one of Paris’ main shopping streets, the Marais district counts many small crooked lanes bustling with activity, with fashion boutiques, trendy shops, hip designers, jewelry, wine shops and grocery stores all crammed into one small area. The shops and restaurants in the neighbourhood are open on Sundays, which keeps the area full of life!

Discover the stores in the Marais district:

5 -Sephora FLASH 66 rue de Rivoli, 75004 Paris  – Check location here 

A connected store which offers a unique customer relationship experience with a welcome by the Nao robot, which invites customers to experience a digital purchase pathway, access 3 500 of the store’s products and a further 14 000 from the mobile and e-commerce websites, to record their purchases on the Sephora Flash Card and pay for them at checkout. Selfies are shared on social networks thanks to the digital mirror. A Mini Beautic station offers samples. A successful multichannel integration thanks to the data-driven marketing and efficient CRM.

6 – La Redoute Interieurs 10 rue du Trésor, 75004 Paris – Check location here

Designed as a connected showroom, customers benefit from interior design coaching, personalised suggestions on tablets or La Redoute applications. The cosy boutique completes the retailer’s omnichannel experience in the style of the Marais and illustrates the strategy of Nathalie Balla, MD of La Redoute: agile commerce (a-commerce), phygital and hyper personalisation.


7 – Lulu dans ma rue 105 rue Saint-Antoine, 75004 Paris – Check location here

Concierge services via an e-commerce website and a local Kiosque, created by Charles-Edouard Vincent, founder of Emmaüs Défi, for whom, “the concept is based on the conviction that our society will be better if we put the human aspect back into our daily lives”. It is a socially-responsible and local consumption site which breathes new life into the concept of mutual assistance and the local community.


8 – Fusalp 9 rue des Blancs Manteaux, 75004 Paris – Check location here

Since its creation in 1952, Fusalp has been revolutionising ski clothing by designing the first technical ski trousers worn by the French teams in the 1960s. Fusalp designs ‘sport-chic’ for a contemporary lifestyle. The Parisian store is “integrated” into the e-commerce site in terms of service and stock. The aim is to keep the brand’s authentic values with a sensory experience, values of quality and ‘slow consumption’.


9 -Sport d’époque 13 rue des blancs manteaux 75004 Paris, – Check location here

An original concept which showcases the authentic shirts of sports teams of the past in particular from the world of rugby, tennis and golf. Two brothers decided to revive the forgotten shirts which nevertheless made their mark on history. Visitors are transported into the old black and white films of the time of the Purple Rose of Cairo where men were ‘smart’ in shorts!



10 – Nike Lab 12 rue des Hospitalières Saint-Gervais, 75004 Paris – Check location here

NIKELAB is a sales concept developed by Nike and present in only 5 cities across the world: New-York, London, Shanghai, Hong Kong and Paris. A must-see housed in a former bookshop in the Marais.

NIKELAB also exists as an online store but it is certainly worth visiting this place which offers a blend of sport and technology.



To be continued next week with the visit of 4 innovative stores
in Les Halles district as part of Tour#3.