(Author : Stéphane Keulian)
Boulanger is expanding in downtown Paris. Up until now, Boulanger stores were located in retail parks and shopping malls only. As a discounter, Boulanger business model could not put up with both high rents and operationg costs. But the time has changed and, in 2016, Boulanger has reinvented itself in order to serve high-demanding Parisian customers closer to their homes.
Boulanger Beaugrenelle is located in the 15th district, just by the Seine river and a busy shopping mall which turned the whole area in a vibrant shopping area a few years ago. Located on the ground floor of a residential building, the store benefits from 2 large lateral strorefronts. Unfortunately, due to a quite low ceiling the store is not really spectacular from the outside. Too bad, because what the brand did inside is worth a visit.
The 2-story 2,000 square meter Boulanger Beaugrenelle store has been beautifully restored (it used to be an independent DIY store very much appreciated in the neighborhood). In a clean and zen environment, the brand has focused on 3 strategic markets : kitchen furnitures & appliances, multimedia and computers. Boulanger is no longer a warehouse where a comprehensive range of products are featured but an educational showroom. Thanks to a very effective signage, the brand has made it easy to find the areas you are looking for.
The staff is both cool and thoughtful and, in case everyone is busy with a customer, some digital displays are available to deliver product specs. Boulanger Beaugrenelle is service oriented: the store is open 7 days a week, provides fast delivery, click and collect service and workshops on a regular basis. The key factor of success to win over competitors.
At a time when the French multimedia retail landscape is moving fast with the recent merge of Fnac and Darty (two majors brands on this market), Boulanger has judiciously improved both its store concept and its location strategy to turn into a reliable and trustworthy brand, able to help consumers in the fast moving multimedia world.
Source : stephanekeulian.com