Jean Luc Colonna d’Istria, Retail Expert, Istria Conseil
A lot of charisma and sharing of experiences by Jean-Luc Colonna from Istria, who has been working in the industry for over 20 years. His main achievements include the development of Merci and more recently that of Empreintes, the concept-store of the Atelier d’arts of France.
A call from the heart to urge local shops to remain concentrated on their product offer. A store is a store, whatever its name (“from pop up store to whatever store”). In an ultra-competitive landscape, the battle remains in the selection, that is to say an exclusive product collection adapted to the intended target. For the rest, the internet is likely to always offer the lowest prices and greater convenience.
The essential is to take in the store through the eyes, with the heart. Walk through MAISON&OBJET with the photo of possible clients in a notebook. Avoid the basics so as not to encounter price criticism. And most of all go through social networks to privilege the following variant: “go and see with your customers what is their interior decoration, that is the real Instagram!”
The last word: “the good store today is the cool store, next door”. Understand that the shop at the bottom of the house, endowed with a singular collection, understands and assumes that it cannot do or provide everything.
You must absolutely listen again on our podcast.
More soon for the continuation of our conferences and workshops!