I am Paul Pichard,
Communication and Events Manager for the Villages JouéClub. My mission is to create content and animations in our stores so that our customers have great experiences and to promote these stores with the appropriate communication. JouéClub is the #1 retailer on the toys vertical in France. It is composed of 300 independent stores, within a cooperative where there are also 4 stores owned by HQ: the “Villages JouéClub”. Historically, the communication of JouéClub is based on the distribution of its catalogues, which happen throughout the year such as carnival, spring, outdoor activities, back-to-school, and of course the famous Christmas brochure which is our biggest communication tool. Digitalizing this catalogue and making it available for targeted consumers was the ideal answer to our objectives: being able to target the consumer at the exact moment when he wants to read our catalogue. It is also a way for us to rationalize the distribution cost of our catalogues. We implemented 2 different campaigns with Bonial. The first thing we did was to publish a dynamic catalogue built with a selection of our best products – and we see today that 80% of catalogues are viewed from mobile devices with an average engagement time of about 1min30 on this catalogue. The second campaign was a Reach campaign, that enabled us to make our catalogue visible to other consumers through websites or apps they use everyday, in order to generate in-store traffic and, finally, boost the audience of our ecommerce website. Today our click-through rate has reached 1.4%, which is pretty phenomenal, out of 400 000 impressions in 1 month. So we know we have concrete results, and these numbers are really meaningful for our brand and for this store in particular.