rayons de coccinelle supermarché avec à gauche le rayon fruits et légumes

NEW FURNITURE UNITS OF THE CONCEPT: REAL ADDED VALUES

The concept and furniture are decisive to improve your turnover and increase the profitability of your stores, whether for a new business
or a makeover of an existing one.

« “Each store has its own issues. Our job is to listen to them, understand their environment, their strengths and their areas of improvement, knowing who their customers are… in order to maximize the benefits that a transition to the concept and an investment in furniture must have.” In charge of Coccinelle and CocciMarket concepts, Phillippe Avier visits dozens of outlets every month and provides advice. An assessment that brings “personalized” solutions while guaranteeing cohesion, the image of the brand and its modernity.

A CONCEPT WHICH IS EVOLVING TO FURTHER ENHANCE THE SAVOIR-FAIRE

FIRST CHALLENGE: PROMOTING THE SAVOIR-FAIRE INSIDE THE STORE.

“We don’t need to be embarrassed in front of the competition. Our concept is powerful and the latest innovations are there to prove this.” One of our priorities was to better segment the offer in the store. Whether it is new aisle signs, end caps, family group panels for the wine cellar, decorative panels, all these new tools are there to better guide the customer, to show him the wide variety of products from the entrance of the store, and decorating the latter to make it more welcoming. “We have an extraordinary strength, it is the relationship that we maintain with our customers. But how many people do not cross our threshold unconsciously fearing not to find what they are looking for. Attracting these customers, changing their impression, is also our job.”

rayon boissons d'un coccimarché
Coccinelle supermarché express entrée du parking

SECOND CHALLENGE: GIVING POWER TO COMMUNICATION OUTSIDE OF THE STORE.

“Sometimes I feel like that we do not dare to show everything we can do on our shop fronts. We do it well, so let us say it!” The Increase of “product” visuals on the shop front, the highlighting our services with pictograms, the wrapping of our delivery vehicles, the new waterproof frames to advertise in-store specials, the many suggestions of the directional signs, are as many ways to convey our professionalism and our existence from the entrance of the urban area up to the door of the store. “When I visit a store, I have to put things into perspective. Our store managers, naturally caught up in the daily work, do not sometimes see the obvious anymore. I systematically place myself in the car park as a customer and I ask myself two questions: Do I easily understand what the store is proposing? Does the outside make me want to go inside?”

FURNITURE: FRESH PRODUCE ON THE FRONT LINE

First challenge: promote the fresh, ultra-fresh and frozen products.

Two main innovations have been identified to promote the offer from the entrance: display cabinets with doors and the Multifreeze counter with condensation units. “When your closest competitor is a 1,000 m² store with a car park, bazaar offers, … the surest way to be different is by becoming the leading store in fresh products. This furniture costs 20% more to buy, but the energy consumption is divided by 2. Moreover, the cold sensation disappears, it reassures customers on the freshness, it allows space gain because it is less deep, the teams work in better conditions, the facing is neater and we give an eco-citizen image.

Second challenge: promoting and expanding the fruits and vegetables .

Two adaptations now make it possible to display them in a more functional and striking way: the 700 mm deep wall units and an extended line of island units. “Making a beautiful and attractive section while gaining space is a daily concern.”

Third challenge: ne sous-estimer aucune famille

“All families without exception should be worked with the same care and with the help of a furniture that makes them attractive” The spice shelf, bakery-cake counter and the saucisson counter are thus very useful innovations.

GAIN SPACE BY INCREASING TURNOVER/M2

Three more elements are now available to gain space: the modern gondola shelves, Plastimark basket-holders and new display kits. “the more space we gain, by scrupulously respecting the safety standards, the wider our offer will be and our sales turnover per m2 will be higher and our stores more profitable. It is not a matter of stuffing the store, but rather of ensuring that we have the right number of references to satisfy demand.”

Finally, it should be noted that a new layout will soon be available to display the perfume section. “This section is riding high. Our competitors have understood and are using twice as much their imagination to satisfy the customers seduced by the brands and ambiance of this universe. We must, by keeping it simple, response to this kind of solicitation. It has a lot of potential.”

rayon composé de produits belle france bien fourni
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