01 Aug Part 2: Best flagships and concept stores in Paris
B.D.C. organises every year many Learning Expeditions in key retail destinations across the world: New York, London, Shanghaï, Istanbul or… Paris! During immersive business trips in Paris, we organise tailored-made meetings with disruptive start-ups, local retailers and digital giants as well as retail tours. After a first listing last month, here are 3 more unique flagships and stores in Paris that you could visit during a Learning Expedition with B.D.C.
Sephora Flash – a bridge between physical and digital
Sephora is a French-founded chain of beauty stores. With over 1,800 stores and 27 online sales platforms, it is currently operating in 34 countries.
Instead of the standard 4300 ft2 (400 sqm), this new store only expands to 1400 ft2 (130 sqm). It offers an engaging experience to shoppers via integrated digital technologies. A selection of best-selling makeup and cosmetics products is proposed directly in the store, alongside a digital catalogue of more than 14,000 products. When entering the shop, customers are given an NFC card (near-field communication) by a Nao robot. They can buy normally all available product or they can add it in one touch to their digital shopping basket by tapping the NFC card on a tag. Non-displayed items can be browsed on digital screens and added to the basket. Shoppers can then choose home delivery or pick orders in-store on the next day. Plus, phone charging lockers, selfie mirrors, a sample distributor machine and many complimentary beauty services are also offered to customers.
The first of these revolutionary boutiques recently opened at 66, rue de Rivoli in Paris. This new kind of smaller stores allow the brand to relocate to inner neighborhoods where large areas weren’t available. In the future it will open new ones in other boroughs and expand to other cities as well.
Decathlon City – an urban sports club
Decathlon, the French leading sport retailer has opened its first Decathlon City in Paris, 15 Rue du Commerce. Another reduced format, 500 sqm, dedicated to urban sport lovers, compared to the usual 1,500 to 5,000 sqm big boxes located in retail parks for decades. The brand has dedicated it to a limited range of urban sports activities such as fitness, running, swimming, biking… Yet, visitors can order any product through in-store interactive displays which allow them to use Click-&-Collect or arrange free home delivery. The entire purchase experience is facilitated, from a frictionless in-store environment via digital screens in fitting rooms that enable customers to ask for support if needed.
Moreover, the main objective of this shop is to bring people together and help urban sports lovers to practice. The brand offers free coaching sessions showcased on digital screesn as well as digital work-out apps. Customers can enjoy running sessions outside or take morning fitness courses in-store. Some self-service tools are also available to bikers.
This kind of Decathlon concept stores aim to bring the brand offer closer to inner cities and stengthen proximity to customers.
Boulanger – a unique store experience
Boulanger is a French electronic store created in 1954, which employs more than 8,000 staff and generates €3 billion of net sales. Usually present in large retail spaces outside inner cities, the brand has now turned to smaller formats as well. Beginning with a “Comptoir” in Lille area, it is now opening more small-sized stores in city centers. In Paris, there is one near Beaugrenelle shopping center, on avenue Émile Zola.
Tablets and connected screens can be used to find more information about products and large digital screens in the store allow customers to visualise any product in real size, while allowing the store to gain space. Besides, shoppers can also try immersive VR games and print any spare part thanks to 3D printers as a world first.
Boulanger adapted its range of products to urban constraints: appliances more silent, smaller to fit in limited spaces. Open 7 days a week, the store offers many services: delivery in two hours, pick-up option, conciergerie… Every employee can install a wall unit or install a washing machine. This makes the entire experience more convenient and frictionless for customers.
Boulanger aims to relocate to city centres by opening 7 stores a year with at least one in the capital annually, mixing an “augmented” physical store with more convenient and social interaction compared to what use to be found in old Boulanger local shops.
Have a look at the first part of our serie “Best flagships and concept stores in Paris”.
Do you want to learn more about our Learning Expeditions and retail tours? Please contact Anne Wonner, Manager of our Paris office (email: anne@bdc-retail.com).