In order to address the new expectations of quickly changing customers, Marionnaud continues to build on in-store purchase experience; the retailer considering outlets as “the main capital place for customer relationship.”

With more than 1,100 outlets in eleven countries, Marionnaud is one of the leading European retailers of selective perfumes and cosmetics. In France, Marionnaud runs a fleet of 545 outlets, of which more than 200 have been completely refurbished as part of a large renovation program to be completed in 2015.

French style luxury

At the halfway point of this huge effort, Marionnaud has launched the transformation of its Champs-Elysées store in Paris. The works, which began just after Mother’s Day are expected to end in November 2013. The sales area will be increased from 500 to 600 m2, in particular through the creation of a mezzanine entirely dedicated to makeup. The new store, which will be clearer and more luxurious, will also host of new brands, especially niche perfumes. But the main purpose is to extend the range of services: makeup bar, manicure and nail care, etc..

Marionnaud, 104 Champs-Elysées, Paris : project view by Les Marchands

According to Marionnaud, the Champs-Elysees store will be decorated with typical Parisian architectural features so as to become a symbol of French style luxury. The customer circulation will be simplified in order to provide opportunities to test and experiment and, when necessary, to get high quality sales assistance by a trained and multilingual staff.

Furthermore, "the store’s sales team will double to 80 people in November." These recruitments are a prerequisite to "the improvement of the staff’s current specific professional skills (fragrance experts, makeup artists, beauticians and international profiles," said Vocy Bloch, Director of the Champs-Elysées project.

For Marionnaud, the Champs Elysees avenue is strategic, both in terms of turnover and in terms of image. Opened 7 days a week from 10 am to midnight, the Marionnaud store located at number 104 is group’s the first point of sales regarding the number of customers than the sales volume, it welcomes a mostly (54%) international clientele. Most of clients are from abroad.

On-line strategy

Despite these heavy investments in outlets, Marionnaud carries on a careful exploration of synergies between on-line and street boutiques.

Today, over 60% of our clients consult our website before heading to an outlet, it is an unavoidable dimension of the purchasing act," said William G. Koeberlé, Co-Executive Director at Marionnaud France. Moreover, the e-boutique even became the group’s second outlet.

Thus, the retailer completely revised its online sales strategy and is launching a new website featuring new applications in September. Among the innovations that are announced: a click & collect feature will allow customers to buy online and then to choose a store where picking up the product, and a store-to-door service will allow them order references that are not available in their store and to be delivered at home.

New makeup range

According to Marionnaud, proximity also implies to be able to offer enough accessible products. The retailer therefore carries on developing its private label brand and is launching its first line of makeup. The short range (13 products, for the face, the eyes, the lips and a makeup remover) of the spring-summer collection 2013 thus completes the branded offering.