Grounded in a subscription model including binding purchases of books, France Loisirs Club experiences a loss of attractiveness for its readers who are more encline to buy from agile players such as Amazon.. Moreover, the dense but aging retail network doesn’t facilitate the recruitment of new members. Anchored in its CEO’s Jorg Hagen vision, the brand decided to reinvent entirely, starting with its offer. Convinced that adding a line of well-being products would help seduce its audience, France Loisirs now integrates Karine Herzog’s qualitative beauty products, food supplements and essential oils. As this new partition of the offer needs to be reclaimed and expressed on all touch points, CBA Paris has been assigned very early to work on the club’s new definition.
The challenge is twofold: the offer split between two different segments, one being far from the original corporate culture, must be well shared and expressed ; this message must be conveyed through a complete and necessary modernization, which needs to be positively perceived by both current members and France Loisirs’ employees.
Going beyond the initial challenge – the integration of a new offer within the brand promise, the agency quickly understood that only an enhanced expression of France Loisirs’ core values of transmission and proximity would lead to success.
France Loisirs is definitely a brand part of the Frenchs’ everyday life with a real ability to pass from one generation to another. Its modesty and authentic taste for the discovery of writers are under-perceived. Leaning against its core books offer so ingrained in the cultural landscape, selling wellbeing products embodies an even more intimate relationship between the brand and its customers based on senses. CBA challenged the brand to make it switch from a lifelong brand to an every day brand.
The brand platform was redefined to give birth to a strong brand promise “Fighting for the right of blooming”. It was first translated into a base-line that reflects the new reality of the offer: “Stimulates the mind, exalts the body”. In this balance of benefits, very inviting for customers, the Club has found a reason to be and to excel, while boosting the whole brand.
This new approach is implemented on many key points:
The brand overhaul
The stores network overhaul
The aim is threefold:
To fulfill this triple objective, CBA Paris imagined the concept of “Welcome home”. “Living better is like feeling at home at the Club. And so much more!”
The retail design incorporates the major codes of a warm interior: living room and library, images bar, small beauty salon. The furniture is designed to recall of a real interior, walking away from the gondola and linear effect of the previous concepts. Comfort, greeting, invitation to try, focus on the good advice, grip off the shelves, represent new assets for all the stores. Another innovation is the mix of books and products to promote cross selling and to give a sense of harmony to the duo Culture and wellness.
The e-commerce site overhaul
The strong growth of online shopping makes franceloisirs.com a very strategic point of contact. CBA Paris fits the new identity to the existing ergonomics while redefining the modalities of this experience.
In malls as in towns, the new France Loisirs stores will act as ambassadors of the brand evolution, through a concept made to optimize the square meter cost
The architectural concept created by the agency is implemented by the brand as from September 2014, with a first opening in Metz on October 21, quickly followed by several others.