The omni-channel concept with the title NEC ("Nouvelle Expérience Client" - "New Customer Experience") has now been implemented in its version for large-format locations for the first time in the Bricorama store in Orgeval to the west of Paris. In addition, there are the formats "coeur de parc" (main format) for the sales channel Bricomarché as well as "proxy" (proximity). For all three formats, the rationale of offering customers personalised guidance through their projects applies.
The concept which has been realised in Orgeval is primarily targeted towards project customers, while the format "coeur de parc" is aimed at covering the requirements of customers when it comes to the maintenance and design of their homes. "At the same time, the NEC project has been targeted towards our customers and the successful integration of Bricorama since 2018. The major NEC format is intended to inspire and accompany customers from A to Z in their home improvement project while the Coeur de parc format is aimed more at maintenance, in particular in the areas of the garden, outside areas and paints," explains Laurent Pussat, president of ITM Équipement de la Maison and head of Bricomarché in the Loiret region.
The intention to differentiate is already manifested on the façade of the store in Orgeval and in the visual design of the interior. The strong recognition elements of the brand have been kept and modernised, the company emphasises. Examples are the accentuated use of the colours yellow and gold which is intended to convey to the customer an atmosphere in which they feel comfortable.
The remodelled store has a retail space of 9 450 m² available, of which 6 700 m² are heated. Not only the façade, but also the entire customer guidance has been redesigned. Striking signage directs the customers to the different product worlds.
In future, the reception desk will be a "service point" which provides access to the extended service offer. This includes, for example, click & collect, home delivery, installation service, DIY workshops, consultation at home and vehicle rental. Some of the innovations of the concept which…