ENSURING THE SUCCESS OF YOUR STORE’S INAUGURATION

When creating or remodelling a concept store (Coccinelle Supermarché, Coccinelle Express or CocciMarket), it is highly recommended to organize an inauguration ceremony.

The main goals are:

  • Making news
  • Developing your reputation in your town and to position yourself as a major player in local life.
  • Maintaining a relationship with the population and the public authorities.
  • Promoting a modern and dynamic image of the store.
  • Attracting and retaining new customers by capitalizing, if need be, on the loyalty card.

However, in order for the inauguration to be successful and fulfil these goals, it is important to prepare it well. This fact sheet will guide you.

BEFORE

PREPARATION AND ORGANISATION: D-2MONTHS

The sooner an inauguration is anticipated and well prepared, the more serene you will be. Indeed, by involving various organisations (town hall, suppliers, …) and by surrounding yourself with human resources (students…) it is possible to organise a beautiful inauguration at a lower cost. Our recommendations:

  • Consult your representative to evaluate the means necessary, according to the directions taken.
  • Delegate the organisation to a young student (university network, friend or family member…) with this sheet as a working framework.

THE DATE

The choice of the date is crucial. It should be thought about at the beginning its the renovation work and design work so that the guests are more available:

  • An inauguration ideally takes place at the outlet at the beginning of the week as from 6 p.m.
  • It must take place a maximum of one week after the reopening, preferable on the eve of a new flyer.
  • Shortly after a delivery to have the shelves well filled
  • At the beginning or during a sales operation of the store (price image).
  • Periods that must be avoided: weekends, close to public holidays and holiday periods.

PERSONALIZED INVITATIONS: D– 1 MONTH

Who to invite? (Non-exhaustive list):

  • Representatives of the region/town/neighbourhood (mayor and deputies, local council community, police, Chamber of commerce, local associations …)
  • Fire station
  • The police force
  • The Post office
  • Neighbouring businesses and members of the merchant associations
  • Owner of the building and the trustees
  • Real estate agents
  • Journalists (local and municipal press)
  • Representatives of the store
  • Neighbouring stores
  • Local suppliers

Make a personalized invitation card and do not hesitate to remind them by phone – D- 1 week. Preferably hand deliver the invitations of local personalities.

FURNISHING AND DECORATION: D-1

Remember to:

  • Provide space for snacks, preferably in the area
  • Do an overall cleaning and present a spotless outlet with no discontinuity
  • Carefully display current in-store special offers and the permanent sign of the store (Belle France, Loyalty card…)
  • If the inauguration takes place outdoors, to provide for a back-up solution in the store in case it rains.

ON THE D-DAY

Above all things, you must watch the weather. Indeed, and more especially when the latter is bad, it can influence the smooth running of the event. Remember to have a covered area for smokers, set up umbrella stands, … . Think of having people to “escort the guests” in the store (advice, help, service, …)

VARIOUS ENTERTAINMENT AND CUSTOMER GIFTS

Like an invitation at your place, the guests of the inauguration must be welcomed in the best possible way. This is to create the conditions of remembrance. Everything that can be planned in advance should be done to be totally available during the inauguration (orders and preparation of petit fours, champagne in the fridge…). Do not hesitate to ask for help from friends and family to manage the buffet..

petits fours avec verres d'inauguration de magasin
  • For the opening of a Coccinelle (Express or Supermarché), capitalize a maximum on the loyalty card. Remember to set a table with a dedicated person to explain and deliver the cards on that day and distribute them to everyone
  • Organise a buffet: Champagne or Sparkling wine (Clairette de Die, Crémant, Vouvray …) according to your taste. Think of also offering alcoholic beverages such as kir, personalised welcome cocktail, without forgetting the alcohol-free drinks (fruit juice, soda, water, …) Please note that the organisation of a tasting with alcoholic drinks generally requires a Prefectural authorization. Enquire about it.
  • Thank you gifts/commercial gestures:  gift bag with the store’s logo favouring Belle-France and Délices de Belle France products (pâtés, cakes, …) not forgetting the local products that you work, if needed with of a local supplier, and the flyer.
  • Presentation on a table of different products of “Délices de Belle France” to be tasted
  • Plan to take some photographs during the event
  • Provide a sound system to relax the atmosphere.
convives d'une inauguration de magasin autour d'apéritifs divers

SPEECH

It is highly recommended to make a short speech (less than 5 mins) to thank the guests. In fact, it is better to prepare and not to improvise it. In the case of the presence of one or more public authorities (prefect, mayor, territorial adviser, …) and if the latter are invited to speak, a protocol must be observed. Indeed, in France, the order of precedence is precisely governed by the mentioned Decree No. 89-655 of 13 September 1989. It determines the order of importance of the personalities and hence, who speaks first or last.

AFTERWARDS

In the week that follows the inauguration, make sure to:

  • Thank the participants by sending a letter.
  • See with the town hall for the publication of a short article in the local newspaper
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