Allez Les Bleus in Tech Retail!

Last week at Paris Retail Week I met a number of French people who all repeated the same mantra to me – you are so innovative in retail in the UK. Well sacré bleu this is French negativism at its worst. The reality is the French are darned good at inventing new retail concepts – the hypermarket was an invention by Carrefour in the 60’s; international food retail was pioneered by Carrefour and Auchan in the 1970’s and 80’s; recently Auchan piloted the shop and collect drive-in format which was taken forward by Leclerc. And if you look at the area of retail which really interests us, a trip around Paris should remind any Brit that French creativity is not to be ignored in tech retail, and particularly connected objects.

Here is what I saw on the Paris Retail tour and in a visit yesterday to some additional stores:

  • the new Orange store in the Champs Elysees – you walk into a store with VR demonstrations on Samsung Gear headsets happening as you walk in (or at least you did last week, this week they were sadly missing) – this is a tech destination showing off smart home, health, connected car, fun gadgets, and a workspace for repair. The layout is airy and modern, the displays very Apple. My only disappointment was that the “coach” experience did not work as it should and I was left to wander round by myself. This concept store being rolled out all over Europe is part of an omnichannel strategy linking the on and offline journey of the customer. 8/10
  • Fnac Connect is on the Champs Elysees and has a small selection of connected objects and a large space dedicated to mobile phones. There is little visibility of store staff and it has not moved on since it was introduced nearly two years ago. But it is there and is being invested in as new stores are being rolled out over France in the Connect format. Inside the main Fnac store on the lower ground floor was excitement – the first display of Oculus headsets, on sale only in Fnac stores. I was underwhelmed as they were piled high next to a similar pile of HTC Vive. This is the biggest opportunity for tech retail to bring in the crowds as the Orange store has proven with the Samsung Gear and as clearly highlighted in our consumer survey on VR 7/10
  • Darty – I went to the Beaugrenelle store as I had read that it was a concept store for them. It has a dynamic welcome with a connected back to school campaign, and had a very full offer of connected objects ranged over multiple gondolas and displays. There is no doubt that Darty means business with connected objects. But what is still missing is the engagement with shoppers. What does it all mean? You are left to work it out for yourself. 7/10
  • Boulanger’s flagship store in Opera was our last visit and was a true delight. The welcome was a huge smile from the security guard – very un-Parisian. The prominent space on arrival is the collection point for the click and collect goods. Evidently this is a new generation omnichannel store. The gondolas were beautiful, airy and the signage was clear. The connected objects range was not as great as Darty but the store makes you want to shop and find someone to explain. Even as we left, the cashiers smiled at us. Boulanger has brought the warmth of the North of France to Paris and that is an unforgettable plus 9/10

On this visit I did not go to Lick, another specialist store for connected objects which we have covered previously in our Paris visits. The news is that Lick is extending its reach through a recent link-up with BHV to bring the flair of connected objects to this rather old-fashioned department store. I also saw the flagship Publicis store on the Champs Elysées which has introduced a connected objects offering (placed between champagne and wine on one side, and perfume on the other). I am not sure that they will get much traction from this as the selection of products was small and eclectic, but the overall conclusion is that the French are experimenting with tech retail, and for that I give Paris 10/10 – allez les bleus!

 

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Filed under Mobile technology, Smart Technology, virtual reality

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