GRENOBLE, France, February 18, 2016 /PRNewswire/ --
In March 2015, Spartoo made a strategic shift and launched into physical distribution. Since then, the group has opened a new store each month, bringing the number of Spartoo stores up to 10.
An innovative concept, a well thought-out strategy
The group's move into physical distribution is the result of a long thought-out strategy. This strategy involves many aspects, including the willingness to humanize the relationship with consumers and provide reassurance for those who are new to online shopping, as well as increase Spartoo's visibility.
"We have to humanize the relationship with our customers to create a close relationship and also to generate brand preference. The stores are a real measure of customer loyalty," explains Boris Saragaglia, CEO of Spartoo.
The lines between physical retail and online retail are becoming more blurred, and consumers want to enjoy these complimentary ways to shop.
"With the help of the Paris agency Intangibles, we have developed the concept of connected stores, so that we can offer all items on the website as well as those in the store, thanks to tablets and tactile screens," explains Boris Saragaglia. "It's not about the site and the store competing but creating synergy between the two."
A focused regional presence for carefully managed development
To ensure strong implementation, the group took advantage of its roots in the Rhone-Alps region to advance step by step.
"Our strategy is based on opening our own stores regionally, in town centres and shopping centres. Today we are focusing our efforts in Rhone-Alps and plan to progressively spread out to the Northeast and Southeast regions of France," explains Boris Saragaglia.
After the Grenoble opening last March, a first wave of openings happened in September.
Very encouraging initial feedback
After only 9 months of activity, the first Spartoo store, located in the heart of Grenoble town centre, has already had very positive reports, allowing the management team to work with confidence on the 2016 openings.
"The first results of our Grenoble store are very promising and show how much the customers still enjoy boutiques," said Boris Saragaglia, CEO of Spartoo.
It's the first step in the group's plan to have a network of about 50 of their own stores by 2017.
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