Stratégie Cross Canal Videofutur (1)

Une fois n’est pas coutume, je vais écrire cette note en français. En effet, la société dont je vais parlé aujourd’hui est une société 100% française, Videofutur. J’ai la chance d’avoir à côté de chez moi le magasin Videofutur de Bourg la Reine, où j’aime bien prendre des DVDs (c’est pratique et permet de ne pas regarder la télévision).

Cette suite de note a pour objectif de mettre en évidence comment on peut :

1. Réussir une convergence entre le canal Internet et le canal magasin.


2. Trouver de nouvelles idées afin de créer un « produit unique/original », afin de retrouver la croissance.

Le profil de l’entreprise
Videofutur est une société qui s’est développée via le levier de la franchise, très intéressant car cela lui a permis de développer dans un temps très court un large réseau de distribution maillant la France, et de plus une belle notoriété.

Videofutur se définit comme un leader de la location de DVDs en France, et vient de lancer il y a très peu de temps, un nouveau service de Video On Demand, permettant à n’importe quel internaute de télécharger pour une durée limitée un film à regarder en location.


Un nouveau service
De plus, un nouveau système « à la Netflix », permet de s’abonner et de recevoir les DVDs à domicile, qui sont ensuite à renvoyer via courrier postal. Plus besoin de se déplacer + un catalogue plus large de DVDs . Ce système marche via un abonnement sans engagement de 14,99€ par mois.

Il faut bien avouer que le marché de la video on demand est porteur et plein d’avenir. En effet, de plus en plus d’acteurs se positionne sur ce créneaux, tels que les groupes de média TF1 ou Canal +, mais aussi les consoles de jeux vidéos comme la Xbox de Microsoft. Le système permet aussi d’être plus « high tech » que la location de DVD où le consommateur doit se rendre sur le point de vente pour prendre, puis rendre les films (là en quelques clicks, à la maison, on a accès au film et pas besoin de se déplacer pour rendre le film).

To be continued...

Ron Johnson Takes Over As CEO At JC Penney: Expecting Great Customer Experience

Former chief of Apple's retailing activities Ron Johnson will soon become the new CEO of JC Penney. Ron Johnson's reputation has been built on the amazing job he has accomplished at Apple as he invented a new generation of stores which stood out by its innovations, including especially the genius bar, where customers could found technical help.

JC Penney has been multiplying innovations, and is already looking for new ways to improve its stores attractivity and foot traffic.

Now I believe that Ron Johnson's task will be tough. Of course, its experience at Apple's show well its ability to think through customer experience, and to be able to innovate. But I wonder (I have no information on that point) how profitable those stores are, and how do they contribute in overall to Apple's revenues. To me, Apple's store main goal is more to present its products as a show room, even more than to actually become one of the main retail channel of the brand.

Here is one of the section of the very interesting ar

ticle I read:

"That strategy has translated into packed stores. Apple said it attracted 71.1 million visitors to its stores in its latest quarter, more than the 60 million who flocked to Walt Disney Co.'s four biggest theme parks for the entire year, according to Themed Entertainment Association."

In this paragraph, you can see that they are comparing the number of people visiting a resort park with the number of people visiting a store. The term "visitor" shows well that the goal of those Apple stores may not be in the end to sell at the first place.

Indeed, JC Penney is a pure retailer, which needs to optimize its square meters. Now, this prerogative is not in contradiction with the search for better customer relationship and better customer experience. But Johnson will be working mainly with low tech and low innocation products (clohtings), while at Apple it was only top of the line highly innovative products.

Somehow, it is a good thing for JC Penney, which will be able to benefits its creative and new mindset, in order to reinvent their concepts.

What do you think about it?

Starting Back My Blogging Activities

Hello everyone,

I know it has been a while you have not seen anything new, but I am getting back into the blogging business. The past few months have been very busy for me, between a new position as a category manager for DIA France, but also with my wedding which happened on June, 4th 2011.

Therefore I have not been writting, even though I have seen many information and things worth a post... I will get back with my routine of about 4-5 posts a week slowly.

I will probably let you know a little bit more about my job as a category manager, as I know a lot of you don't really know this position, which is specific to the retail business.