{"id":1650,"date":"2023-05-26T06:50:00","date_gmt":"2023-05-26T04:50:00","guid":{"rendered":"https:\/\/www.deauville-info.com\/blog\/a-deauville-le-printemps-teste-le-concept-store-a-la-sauce-normande\/"},"modified":"2023-05-26T06:50:00","modified_gmt":"2023-05-26T04:50:00","slug":"a-deauville-le-printemps-teste-le-concept-store-a-la-sauce-normande","status":"publish","type":"post","link":"https:\/\/www.deauville-info.com\/blog\/a-deauville-le-printemps-teste-le-concept-store-a-la-sauce-normande\/","title":{"rendered":"A Deauville, le Printemps teste le \u00ab concept store \u00bb \u00e0 la sauce normande"},"content":{"rendered":"
<\/div>\n

Exit les corners de marques. Le Printemps a ouvert vendredi 26 mai \u00e0 Deauville (Calvados) son premier \u00ab concept store \u00bb, un magasin haut de gamme dont 85 % de l’offre est dite \u00ab exclusive \u00bb – ce qui signifie que 85 % des marques pr\u00e9sentes ne le sont qu’au Printemps Deauville.<\/p>\n

Le concept repose en parall\u00e8le sur le principe d’\u00e9quipes enti\u00e8rement d\u00e9di\u00e9es au Printemps, soit 55 collaborateurs, dont 40 pour la vente et six \u00ab personal shoppers \u00bb ou conseillers en shopping personnalis\u00e9.<\/p>\n

Un magasin \u00ab blockbuster \u00bb<\/h3>\n

Pour tester ce concept que Le Printemps envisage de dupliquer \u00e0 New York<\/a> , l’enseigne a choisi son plus petit magasin. En Normandie, la surface de vente est de 1.200 m\u00e8tres carr\u00e9s, le magasin \u00e9tant situ\u00e9 dans la principale rue commer\u00e7ante de Deauville.<\/p>\n

Ce dernier est aussi celui qui pr\u00e9sente le panier moyen le plus \u00e9lev\u00e9 du r\u00e9seau (250 euros, contre 150 euros en moyenne dans les magasins du Printemps), en dehors du vaisseau-amiral du Boulevard Haussmann \u00e0 Paris (45.000 m2), o\u00f9 le panier moyen pour la client\u00e8le fran\u00e7aise atteint 300 euros.<\/p>\n

\u00ab Nous envisageons une progression de 25 % du chiffre d’affaires du magasin la premi\u00e8re ann\u00e9e \u00bb, a pr\u00e9cis\u00e9 Jean-Marc Bellaiche,<\/a> pr\u00e9sident du Printemps, en marge d’une visite de presse du magasin. Le dirigeant n’a toutefois pas communiqu\u00e9 le chiffre d’affaires actuel du magasin, ni le montant des travaux r\u00e9alis\u00e9s. Le groupe, qui ne communique pas non plus son chiffre d’affaires global, indique avoir retrouv\u00e9 – \u00e0 2 % pr\u00e8s – celui de 2019, sans les touristes chinois, ce qu’il pr\u00e9sente comme une performance.<\/p>\n

La cible vis\u00e9e par le Printemps avec son magasin test de Deauville est celle des cat\u00e9gories \u00ab CSP + \u00bb, a rappel\u00e9 Sophie Bocquet, directrice g\u00e9n\u00e9rale \u00ab r\u00e9seau \u00bb, et parmi eux, les touristes, les habitants locaux et les propri\u00e9taires de r\u00e9sidences secondaires. \u00ab Il y a une part de risque avec ce concept, mais nous pensons que les clients seront s\u00e9duits par le principe de l’exclusivit\u00e9 \u00bb, estime Jean-Marc Bellaiche.<\/p>\n

Colombages int\u00e9rieurs<\/h3>\n

En marge du travail sur l’offre (5.000 r\u00e9f\u00e9rences, dont celles des marques propres du Printemps), l’enseigne a transform\u00e9 le magasin – le plus ancien du r\u00e9seau (1912) – pour en faire \u00ab une vraie maison normande \u00bb d\u00e9sormais dot\u00e9e de colombages int\u00e9rieurs, o\u00f9 l’on \u00ab doit se plaire \u00e0 d\u00e9ambuler de pi\u00e8ce en pi\u00e8ce \u00bb, selon St\u00e9phane Roth, directeur marketing.<\/p>\n

Autre parti-pris, le choix de doubler la superficie de l’univers masculin et d’int\u00e9grer le march\u00e9 de la maison, susceptible d’int\u00e9resser les propri\u00e9taires de r\u00e9sidences secondaires. L’enseigne a aussi cherch\u00e9 \u00e0 \u00ab d\u00e9cloisonner \u00bb l’espace – fini les couloirs – ainsi que les univers, les cadeaux pouvant se m\u00ealer au pr\u00eat \u00e0 porter.<\/p>\n

A l’image de plusieurs autres magasins, celui de Deauville a sa pi\u00e8ce vintage d\u00e9di\u00e9e \u00e0 des articles de luxe de seconde main, ainsi qu’une cabine de \u00ab facialisme \u00bb pour le massage du visage dans une optique de rajeunissement. Un nouveau poste a \u00e9t\u00e9 cr\u00e9\u00e9, a soulign\u00e9 Fr\u00e9d\u00e9ric Llorca, le directeur du magasin de Deauville et de celui de Parly 2 (Yvelines), celui de \u00ab manager exp\u00e9rience client \u00bb. Sa mission sera de g\u00e9rer tous les services, dont le click & collect, les retouches et le pr\u00eat de v\u00e9los Solex. En un mot, \u00ab chouchouter le client \u00bb qu’il soit physique ou num\u00e9rique.<\/p>\n

Cette chronique se veut produite du mieux possible. Vous pouvez utiliser les coordonn\u00e9es inscrites sur le site web dans l\u2019objectif d\u2019indiquer des pr\u00e9cisions sur ce post qui parle du th\u00e8me \u00ab\u00a0\u00a0\u00bb. Le site deauville-info.com vous soumet de lire ce post autour du th\u00e8me \u00ab\u00a0\u00a0\u00bb. deauville-info.com est une plateforme num\u00e9rique qui archive diff\u00e9rentes actualit\u00e9s publi\u00e9es sur le net dont le domaine principal est \u00ab\u00a0\u00a0\u00bb. Consultez notre site deauville-info.com et nos r\u00e9seaux sociaux dans l\u2019optique d\u2019\u00eatre au courant des nouvelles publications.<\/p>\n","protected":false},"excerpt":{"rendered":"

Exit les corners de marques. Le Printemps a ouvert vendredi 26 mai \u00e0 Deauville (Calvados) son premier \u00ab concept store \u00bb, un magasin haut de gamme dont 85 % de l’offre est dite \u00ab exclusive \u00bb – ce qui signifie que 85 % des marques pr\u00e9sentes ne le sont qu’au Printemps Deauville. Le concept repose en parall\u00e8le sur le principe d’\u00e9quipes enti\u00e8rement … Lire la suite<\/a><\/p>\n","protected":false},"author":2,"featured_media":1651,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article-sur-le-theme"],"yoast_head":"\nA Deauville, le Printemps teste le \u00ab concept store \u00bb \u00e0 la sauce normande - DEAUVILLE-INFO<\/title>\n<meta name=\"description\" content=\"A Deauville, le Printemps teste le \u00ab concept store \u00bb \u00e0 la sauce normande article de DEAUVILLE-INFO\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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