France: Mobistore changes its look
Article Abstract:
Mobistore, the telecommunications products retail chain specialising in Orange products and founded in 1997, has changed its look. Ten of the 120 stores have adopted a new concept focusing equally on services and products. The first Mobistore to undergo this change is located at Senlis and has 35 square metres of sales space. After being a multi-operator shop for three years, it now sells only Orange products. Lionel Moreira, the shopkeeper, has set a turnover objective of EUR 275,000 in the first year, and expects to add 25% more clients. Mobistores hold a 48% market share for Orange Mobile France, and have an average sales space of 45-50 square metres. A Mobistore training school will be opened in 2002. The stores have a PC with a CD-ROM which provides Internet access, and provides information and reception for clients. The rates are posted clearly and precisely, and there is still access to products. Typically, the 40 products are divided into three categories: upmarket multimedia, subscriptions, and people without subscriptions. Arnauld Blondet, in charge of Orange specialist circuits for France, says that it is essential for people to be able to handle the products because, after sales price, ergonomy and design are the principal sales arguments. He said 'People come to buy a telephone, and we sell them flat rates and services which are appropriate to their needs. It costs an average of EUR 1,068 per square metre to bring a Mobistore in line with the new image, and all 120 sales outlets are expected to be renovated by the end of June 2002. The stores are decorated in white, black, and orange.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: BRIDEL AND THE CREAMERY DEPARTMENT
Article Abstract:
Bridel, the French dairy product producer, recommends a new merchandising method for the creamery section of self-service departments in supermarkets and hypermarkets. This method is adapted to the vision and the needs of heads of creamery sections and includes the entire creamery sections of self-service departments, including chilled dairy products and eggs. Bridel also sees it as a way to fight against the incursion of non-dairy products and grocery products in this section. Bridel suggests grouping all chilled non-dairy products in the prepared fresh salad vegetables department. Bridel recommends splitting the cheese department into four areas: cheese for cheese trays, cheese for snacks (adult and children), and cheese as cooking ingredients. The suggests separating butter and margarine, for example, by putting fresh cream in between them. Bridel suggests three areas for butter: festive (mini-butter dishes, and stoneware pots), standard butter (in a standard rectangular pack or moulded, and modern butter in butter dishes. Bridel suggests entirely revising the creamery display cases in order to make this department more attractive.
Comment:
Has promoted new marketing method for dairy products sections of supermarkets and hypermarkets
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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FRANCE: DOUGLAS AIMS TO OPEN ANNUAL 15 OUTLETS
Article Abstract:
Having opened 3 new French outlets in 1998, the German perfume retailer Douglas plans to open 15 new stores annually from 1999 onwards. Present in the north and south of France, Douglas plans to take a foothold in Paris, possibly in 1999. Douglas will focus on luxury and big name products, although not to extremes, as well as beauty and aesthetic care services. Competition in this sector is increasing and includes Kruidvat and Nocibe, as well as Sephora and Marionnaud. In 1998 Douglas posted a turnover of FFr 400mn, up 18.5% in one year (+10% within a comparable framework).
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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