The occasion was particular in a number of respects: occurring after two classes canceled resulting from well being disaster, this 2022 congress of the bedding specialist made it potential to rejoice the symbolic crossing of the milestone of 100 shops… solely 12 years after the launch of the model in the marketplace ! A “success story” destined to proceed, by nonetheless engaged on a number of optimization factors to go ever additional in experience.
It’s a lengthy and delightful introduction delivered by Pierre Weibel – not with no trace of emotion, however above all with quite a lot of gratitude – for this France Literie 2022 congress, organized final Could in Deauville. A reunion occasion, after the 2020 and 2021 editions canceled resulting from sanitary situations, which additionally made it potential to rejoice a threshold crossed within the meantime by the community: that of 100 shops! “We’re each delighted, moved, and really feel a honest pleasure to seek out you “face-to-face” for this specific congress, mentioned the president of the model. with Jean-Michel [Spiesser, ndlr], we made a loopy wager, with ten shops, 12 years in the past. Maxim [Sidot, ndlr] got here to hitch us in 2014, bringing his experience in networks and his rigour. The challenge was titanic and impressive; in the present day, we will say that France Literie is without doubt one of the market leaders for specialists, an professional model in your nights! » And so as to add, for the eye of the members, suppliers and members of the central current within the room: “It is an excellent consequence, of which we will all be proud. This success story was made in humility, rigor and benevolence for all”.
“An actual model, which stands out in an modern manner”
Going again to the genesis of the model appeared important, in these circumstances, not solely to point out deep gratitude to all those that took half, but in addition to recall the pillars of its idea, that are so many guarantees for the years to come back. Pierre Weibel continues: “We now have managed to construct an actual model, which stands out out there in an modern manner. The France Literie idea is readable and reassuring, a vector of experience, high quality, accessibility and, above all, recommendation. » In accordance with the model’s president, “power and consistency” of this idea “at all times play in favor of the community”, which proves its sturdiness. A sturdiness which subsequently permits the France Literie specialist to achieve, after 12 years, the hundred shops… and to hope for a lot of extra, by exhibiting itself “even stronger and extra professional”.
Skilled, with merchandise and coaching
At France Literie, experience at all times begins with an optimized and particular assortment, consistently adjusted to completely match the market: “Our idea is scalable, highlighted Maxime Sidotoperational supervisor. We’re consistently adapting it, to anticipate and reply to client calls for”. On this, the model makes it a degree of honor to take advantage of the goal of seniors, to overtake its status areas, or to work ever extra on complementary merchandise, such because the “boutique” and mattress linen. Extra typically, it’s, as defined Jean-Michel SpiesserBuying Director, “designing the perfect product collections”, which should subsequently be completely tailored to the market but in addition provide “the very best buying situations within the community”. Confronted with the final context of tensions in buying energy, difficulties in retailer site visitors, and so on., it’s important to “react shortly and strongly”. Remark ? “By studying to do extra with much less! » For France Literie, the problem is to place itself, many times, on the transfer upmarket, the value battle not being “completely not the territory of the signal”. The assortment is predicated on a skilfully adjusted combine of personal labels, nationwide manufacturers and “status” manufacturers, with a really giant majority, general, of purchases made in France. “The target is to develop every of those classes proportionally, with will increase in turnover” summarizes Jean-Michel Spiesser. The France Literie congress which, every time it’s held in France, presents members current a really lovely ephemeral showroom bringing collectively many suppliers, has not departed from this rule for its 2022 version: a minimum of 40 merchandise – mattresses , field springs, mattress linen, equipment, and so on. – have been staged on the Deauville Clairefontaine racecourse, for example this technique and permit shops to take possession of those merchandise.
Allow us to point out, amongst others, two particular new additions to the France Literie assortment. On the one hand, the arrival of the Dunlopillo “mattress in a field”, which needs to face out from what’s already provided in the marketplace, together with amongst specialists: “With us, the buyer will come to discover a extra qualitative rolled product, so the concept was to depend on a robust model, with a studied look, with consensual consolation” advances the buying supervisor; this mattress referred to as “Paris”, with a “frenchy” aesthetic, is positioned on Q2. The model additionally has a “new income” : convertibles! “Right here, the will is to duplicate our bedding know-how on this class of merchandise” we clarify. Two companions provide their merchandise for this assortment, particularly the Italian Vitarelax and Greencorp Dunlopillo; the latter presents an exclusivity positioned “professional” medium / high-end, combining consolation and high quality each by way of couch and bedding! 5 fashions make up the Geencorp assortment.
A perfect assortment which might nevertheless lose its added worth if it was not correctly promoted to the buyer: coaching has subsequently been one other pillar of the France Literie idea since its origins. “We now have an actual gross sales technique, to which we’re very connected, factors out Pierre Weibel. The competence of our workers is a serious space of work”. This experience is thus an important gross sales asset, permitting you to face out, as talked about above, from those that depend on this different “argument” of extreme reductions… A number of coaching classes are provided all through the the 12 months, and that is an important level within the lifetime of the community. Added to this are common thriller shopper research.
“France Literie continues to seduce”
One other main space of work than that of improvement, significantly talked about throughout this 2022 congress since being that of the 100 shops… Final 12 months, eight factors of sale opened: “France Literie has continued to seduce, regardless of the Covid! » we welcomed throughout the crew. And 2022 needs to be much more dynamic, with already four openings and one restoration on the time of the congress. At the very least 10 different inaugurations are already deliberate by the tip of the 12 months, mentioned the pinnacle of improvement Olivier Kurtz. The meshing of the community is certainly, right here too, a pillar of the France Literie idea, as Pierre Weibel explains: “We put our members first, and focus our power on serving to them. We now have at all times managed the community – which is at the moment increasing with a brand new technology of members – as a “good father”. That is important. High quality and professionalism are the 2 key phrases that characterize the connection now we have with our shops”.
The seduction can also be, after all, that of the buyer, and that is largely primarily based on communication that’s nonetheless simply as dense with the well-known “13/12” plan, which is predicated on a minimum of 13 annual campaigns. Outcomes : “A nationwide presence, professional, in digital and TV”, which implies that in the present day, France Literie ranks second amongst bedding specialists by way of world notoriety. This congress was a chance to unveil two new spots with a very highly effective slogan (“Inform us your lives, we’ll write your nights”) and to announce the renewal of the TV marketing campaign in September and October on France 2, primarily based on leisure evenings and musical broadcasts.
The conclusion of this lovely occasion took the type of a robust tribute paid to the complete crew of the plant, just lately expanded – 12 folks make it up in the present day – in addition to to the members: “The interval that’s opening have to be, for us, the affirmation of our legitimacy. Our goal is at all times the identical: to make your shops win”.