French perfumery chain Marionnaud is expediting the roll-out of its new-look stores, created by London-based design agency Wham.
After trialling the look in the rue des Martyrs store in Paris, then in eight new stores opened in 2014 in the Île de France region, the company is now aiming to convert 60 of its existing stores by the end of the year, plus opening another 20 stores with the new look.
The new concept creates a ‘warm’ atmosphere, says the company, with natural wood and white tones inspired by minimalist architecture. Priority is given to customer service and several free services are being proposed as part of the package, including a ‘makeup flash’ space in the centre of each shop for quick makeovers, and the skin diagnostic service Ioma Link.
The roll-out will be deployed primarily in 150 stores that have not had a refit for more than six years, at a proposed rate of 60 stores per year. The first two will be the store in the rue des Francs Bourgeois in Paris, and the recently relocated store in Chateauroux.
“2015 is an extremely dynamic Marionnaud year full of opportunities,” said Eileen Yeo, Managing Director of Marionnaud France. “This is an opportunity for redevelopment of the network around relocations of dead spots, in order to get into new catchment areas. We want to offer customers a unique shopping experience with a warm ambience and on a human scale.”
Digital innovations such as Click & Collect, Store to Door, and Reserve and Collect are now at the heart of the company’s customer strategy, said Yeo. “They meet the customer service expectations and increase traffic in our stores,” she said. “Our priority is to link digital innovation and store offers, to provide a comprehensive shopping experience.”