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Category
Ecommerce
Annual ID
OS23_EX051M
About the Work
La Redoute is the French giant home decor online retailer. Like most online retailers, the brand has no physical store. A big problem. As customers can't see or test the products, package returns are massive. Indeed, in France, 27% of online orders are returned. That’s a return rate of almost 1 in 4 packages. 3 times more than in a physical store. A cost of several million euros to the brand, but especially a real cost for the planet.
For La Redoute, the brief was simple. Since the brand doesn’t have showrooms, we had to find a concrete solution that would allow our customers to see and test our products before buying them.
We therefore set up a partnership with Ibis Styles hotels, France's leading hotel chain, in order to make available La Redoute's best-sellers, i.e. 14,000 products in the chain's 240 hotels throughout the country.
These 240 hotels then became 240 unique showrooms dedicated to the brand, in which consumers could discover our references, see them, test them, and live with them for one or more nights. If they wanted to buy the product, it couldn’t be easier: they just had to scan the QR code present on each product. This QR code redirected the user to the LaRedoute.fr website to discover the product in question.
The strategy adopted paid off as The Showroom Hotels campaign had exceptional results for a budget of zero euros.
- 240 showrooms dedicated to La Redoute for a whole year.
- Out of 11,000 products sold through Showroom Hotels, the return rate is down to about 8% (compared to 27% for the category).
- Traffic on the LaRedoute.fr marketplace multiplied by 2 (Source: La Redoute).
- The showrooms attracted +13% of new customers.
- 6.4Million media impressions for a 0€ investment.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Fred & Farid / Paris
Client / Brand
La Redoute / Roubaix
Art Director
Yann Rougeron
Copywriter
Yann Rougeron
Chief Creative Officer
Fred & Farid
Executive Creative Director
Olivier Lefebvre
Account Director
Charlotte Dacier
Agency Producer
Maud Whittle
Assistant art director
Xavière Meheust
Managing director
Séverine Autret
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