- Università: Em Lyon School Business
- Studenti:
Dior Beye, Agathe Crouslé, Juliette des Monstiers, Jeanne Flipo, Apolline Patrois, Gabrielle Py, Tiana Rapin Tasevska
Retail concept
Smart convenience store with the aim of getting back to basics. What is emphasized: the product, not the brand. If at first glance, Fastoche looks like any other store, as you wander through the aisles, you will quickly realize that we offer only food products, mono brand and without any visual pollution. Only one brand is present: ours. Local producers, minimalist packaging and raw products are the credo.
Command terminals located at the entrance of the store, as well as an application, allow the consumer to choose pre-made recipes with different budgets and according to his desire: healthy, junk food, fast, desire to cook, big hunger or vegetarian. Or according to an ingredient they want to cook. This allows the consumer who doesn't have many ideas for dishes to shop quickly and without any headaches. If the consumer already has menu ideas, he can also enter his shopping list in the application.
Market & Industry
In France, the retail market accounts for around 10% of GDP with a turnover of €200 billion, and employs around 600,000 people. Several major trends concern the French retail sector:
- digitalisation in heart of the retail strategy
- food generates the largest share of sales
- increased competition between players, with new entrants and the rise of e-commerce (online sales giants and quick commerce) development of stand-alone shops (“Black box” from Casino)
- e-commerce is catching the majority of the investment
The retail market is therefore a tight market in which it is necessary to differentiate oneself and build customer loyalty.
The direct competitors we have identified are the developers of hybrid shops, i.e. physical shops with advanced technology. Examples are Amazon Fresh in the US and UK, Casino in France, Walmart in the US, Rewe in Germany and Carrefour in France.
SWOT analysis
Strenghts
- market size
- novative concept
Weaknesses
- low margins
- high competitive environment
Opportunities
- decline of the hypermarket
- hypermarket players behind ontechnology
- environmental stakes
Threats
- increasingly intense competition with Asian competitors
- seeking direct proximity to producers
Position & Target
Fastoche is positioned as a local shop at an accessible price and targets people with environmental convictions, who have little time to devote to their shopping or who undergo their shopping and wish to live another supermarket customer experience, faster, more efficient and healthier. Our customers are mainly women, between 25 to 35 years old, living in big cities, and with a decent salary. Their purchasing power is higher than average, they pay attention to their diet and try to adopt a healthy lifestyle, but they are also bon vivants, epicureans and like to treat themselves. Our client doesn't have much time to shop, but they wants to cook without having to think about their weekly menus. They try to simplify her daily tasks as much as possible.
Store
Fastoche is located in Lyon, in the Croix Rousse neighbourhood. The average year in Croix Rousse is 39 years old and the average salary is 29100€ per year. There are more than 36000 inhabitants in the neighbourhood, so the expected traffic in our store is quite high.
The Croix Rousse district is a dynamic quarter, with many shops. The population is mainly constituted by young dynamic executives, which corresponds to the persona we defined.
There are also many shops in this neighbourhood that promote short circuits.
Our store design is quite basic, since we don’t innovate in the product layout but rather on the store concept. The products are gathered by categories, and the layout is as simple as possible, in order to enable the clients to spend as less time as possible in the store. The atmosphere in the store is purified and soothing, in order not to assault customers. We seek to avoid all forms of visual and noise pollution.
Products & Services
A wide range of products are offered in these food categories: bakery, fruits & vegetables, creamery, starches, biscuits, non alcoholic drinks, alcohols, canned & jars, flour, sugar and frozen products. There are no hygiene products and no cleaning products.
Communication
Offline strategy
In terms of communication, Fastoche wants to be discreet: simplicity is the key word. To achieve this, the communication strategy in the store is streamlined. For the first week of the launch :
- Recipe tasting: we will be using hostesses to man a booth in front of the store.
- Tote bag distribution: during the first week of the launch, we will distribute free tote bags.
- Promotion on food: each customer buying all the ingredients of one of the recipes proposed on the kiosks will get a 20% discount on each of these foods.
- Anti-waste basket: these baskets will be composed of various food products whose expiration date is close. For this reason, these baskets will be sold at discounted prices.
- Instore communication: the food products in the store will be arranged in a simple and uncluttered manner.
- Command terminals: at the entrance of our store there will be two kiosks with two screens each. On these kiosks, we want to provide a pleasant customer experience by communicating what the store has to offer. These kiosks are meant to inspire customers to design recipes.
Online strategy
Concerning Fastoche's online communication strategy, we also want to launch simple and pure communication. We want to create a community of "Fastocheurs" to raise awareness among customers and present them with a universe and proposals on our social networks. First of all, we will create Instagram and Facebook accounts in order to reach our target on these networks.
CSR
We do not want to communicate aggressively about the store. Remaining discreet allows us to include and respect CSR. For this, we avoid a maximum of waste:
- No paper receipt
- No plastic shopping bags will be available
- Possibility to buy a "FASTOCHE" tote bag and reuse it for shopping.
- Anti-waste baskets to avoid throwing away food and thus wasting food
- No posters or promotional labels
