Analyse du Concept store actuel (document en anglais)

IV ANALYSIS OF THE CURRENT CONCEPT STORE

A. The six axes

* Profession

Hédiard: Reference of luxury delicatessen and restaurant in the world.

1850: first store of Hédiard, a stocked cart Place des Victoires, Paris.

1854: Opening of the first shop Hédiard in Notre-Dame de Lorette, Paris.

1867: publication of Hédiard in the newspaper "L'Officiel".

1870: opening of the shop at 21 Place de la Madeleine.

1900: presence of the Universal Exhibition in Paris.

1954: Foundation of Colbert with Hédiard among the core members.

1970: International expansion.

2007: Label of Living Heritage Company.

Codes: red and black, wood, leather, plants, baskets, style colonialism.

* Location

The flagship store is located at number 21 of the Place de la Madeleine, between the Boulevard Haussmann and the Rue du Faubourg Saint Honore, in the heart of Paris.

* Price

- Call Price: for confectionery (from € 2).

- Price of border: varies greatly according to the product lines. Hédiard performs his biggest margin of teas (from € 19) and lowest in cafes, wine and catering.

- Price of communication: seasonal products such as the Easter collection (from 6 € to 15 €).

* Management

The company organizes its employees training on sales history and the codes of the House.

* Communication

- Technique of three windows: not applied according to the codes as the first showcase for the Easter dramatizes products and the second showcase exhibits some elements of the history of the House and also dramatizes the Easter products. The third showcase is in a cart at the entrance of the store and contains tea.

- Transformation: the products are slightly displaced in the shop.

- Loyalty: loyalty card.

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