- Università: Em Lyon Business School
- Docenti:
Monica Grosso
- Studenti:
Amaury Lecomte - Chloé de Palmas - Holy Randrianarison -Mathilde Philizot - Maxime Taillardat - Romane Trombert
The Retail Concept
With One Planet, you will be able to visit other countries without having to travel. Every month we will introduce a new country with lots of typical products ranging from food to clothing and home furniture.
We offer to curious people from all over the world, products covering a wide market of the country in the spotlight. The goal is to immerse the consumer in the country's universe and to ensure a deep immersion. In this way, we wish to work with local brands, craftsmen or others, which we could normally only meet by visiting the country in question.
Our concept is based around a global experience both in our physical store as well as our online store.
Market Analysis
Our competitors like Story, Tianti or Merci are focused on one country, one theme, or one service with few products. They change their offer every 2 to 3 months.
One Planet differentiates itself by focusing on many countries, services and products that change every month while still being available on our website for an additional 2 months. As a consequence we can acquire more customers based on their tastes in foreign cultures by changing countries more often while still offering products from previous months online.
| Strengths
- Rarity of our offer leading to a higher sense of urgency for customers - Subscription service focused on box deliveries - Community gathering by cultural interest - Growing community each month with a new country - High quality products, services and events |
Weaknesses
- The consumer base might change significantly month-to-month - Prices might vary moderately each month depending on the country - Limited stocks |
| Opportunities
- New and unique concept store - Cooperating with foreign brands not implanted in France - Increasing interest in foreign cultures |
Threats
- Copycats - Low price competitors focused on one country - Unpredictable foreign policies |
Store Location & Design
The location of our store seemed obvious to us : Le Marais. A neighbourhood in constant movement with both sophisticated shops and second-hand shops. It is the ideal place to experiment with new, innovative and original products. This district attracts cultural profiles, both urban and distinguished with high income as well as tourists. All in all, le Marais is definitely the recommended place for us to open our boutique.
Our boutique will be organised on 3 floors. The lower floor will be dedicated to our activities and events such as conferences, movie projections, sport classes or concerts. The ground floor will be dedicated to the shop with a selection of clothes, interior design objects and groceries. And the first floor will be an area dedicated to the restaurant and a small terrasse for tea or for a small bar.
We want our boutique to really immerse our clients in the atmosphere of the country of the month. The furniture will be quite classic with white and wooden objects, as it will be the same for every country. However, the paintings, the rugs, the lights, the songs, the smells will change from one country to another for a full customer experience.
Communication
Before the store inauguration we will present and promote the store on social media, along with the distribution of flyers on the weekend in the « Marais ». Our communication will be important and frequent on social media because we’re targeting “connected” customers.
After the inauguration we will maintain a great presence on social media but we’ll also organize extra activities such as film projection, Art Gallery, conference and many more every month.
Our objective is a full store for the opening. Giving the concept of the store, we’re doing a free inauguration each month with the new country selected in order to use the word-to-mouth publicity. The inauguration involves a special activity directly from the country, for example with Japan Kabuki (Japanese theatre) and a chief will be present during the party for the first month.
Customer Journey
We want our customers to experience their visit into our boutique as a trip in this country. Therefore, our store is designed to encourage customers to take a certain path.
Indeed, the 3 level store is guided by the smell. A perfume and an atmosphere for the goods floor and the restaurant upstairs and finally a more quiet place downstairs for activities, film projection, exhibition or concert.
Our customer journey will be taken further on our website. The online store will have the same visuals, colours, music to take you on a real journey to the country. Our clients will find special communication about our activities during the month, as well as our main category of products available in the store and our monthly box.
CRM Membership Program
Our Membership Program will take into account : subscription services with our monthly box; loyalty strategies such as an online launch one day prior to our boutique opening, email and texts, sales for our clients.. We will try building a real community with our clients offline and online with social media. And we will, of course, have a strong customer service.
Feasibly analysis
Analyzing the current environment, we have seen that France can be a very prolific market. Our implementation strategy will be based around this country, its trends and culture.
We have selected le Marais as the perfect location for our store, the rent for a 300 square meter boutique is 216000€ per year. The General Expenses for the Boutique such as the website, electricity would be 12000€ per year. The layout of the boutique costs 300000€ at the beginning, depreciated in 5 years. The Labor Force will cost around 143400€ for 6 Employees. Our revenues would be 1512000 the first year and will evolve the next 2 years.
