A major event for people in love; Valentine's Day is one of the commercial highlights of the year and is even ranked in 3rd place in some business sectors. Celebrated almost everywhere in the world, it is another opportunity to attract new customers and build customer loyalty. Read our exclusive blog to find out what two highly involved merchants have to say...
Traditionally, in Italy, couples offer each other a hazelnut chocolate wrapped in a beautiful message of love and tenderness, but in Thailand, a teddy bear is considered the traditional Valentine's gift. As for Japan, only women can offer a gift on February 14th... but they will receive a white gift in return on March 14th!
During this highly unusual period with the pandemic still in full swing, this commercial event will mainly benefit e-commerce. How can I prepare for it? And how should I go about it? Two merchants answer your questions in exclusive blog post!
Special meeting with Julien Bergis, co-founder of Les Raffineurs, and Giorgio Bisi, marketing director of Nove25.
Can you tell us about your stores?
J.B. I am the co-founder of two stores. Les Raffineurs gathers a selection of beautiful and original products, to be offered as a gift or to treat yourself, from a variety of different areas: food & spirits, fashion accessories, interior design & leisure, but also experiences to be lived, such as brewing your own beer or adopting a grapevine. We have been working with more than 300 brands since 2014. The 2nd store, Les Petits Raffineurs , is for little rascals from 0 to 6 years old with a selection of birth gifts, children's bedroom decoration items, games and toys from small brands and designers. We also have 4 physical stores , three in Paris and one in Lille.
G.B. The Nove25 story started in Milan back in 2005. The brand's success lies in its very modern and unusual collection, but above all in its ability to offer personalized jewelry. Our goal is to bring the ideas and emotions of our clients to the forefront thanks to a team of designers, 3D artists and skilled craftspeople, with creative influences from tattoo artists, street artists and musicians. We have more than 15 stores in Italy and across Europe, with a unique design, using natural materials that combine minimalism and art.
What does the Valentine's Day / CA period mean to you?
G.B. Valentine's Day is one of the most crucial moments for a jewelry brand... jewels are a pledge of love, they are part of the language of love!
J.B. For Les Raffineurs, it is one of the most important celebrations of the year, after Christmas, Father's Day and Mother's Day (we don't do sales).
How are you preparing for this event?
J.B. The vast majority of our products are perfect for Valentine's Day. On top of that, each year we launch a selection of products and activities to do as a couple (which I would personally love to receive from my wife!). On the technical side of things, we create a specific landing page, SEA and social ad campaigns, as well as a series of newsletters and Social Media announcements.
G.B. Each year, Nove25 creates an exclusive product. This year, it's a black heart ring
We also have special offers, both online and in-store. When it comes to communication, we use location-based advertising campaigns that refer users to our e-commerce site and social media feeds.
Nove25
Given the special circumstances of this year, do you think that customers' "restaurant" budgets will be spent on gifts or gift cards (trips, stays, treatments, etc.)?
J.B. Unfortunately, customers are finding it difficult to look ahead at the moment, and are therefore reluctant to offer trips or treatments as a present. At least until this dark period is behind us. I think that the majority of purchases are going to be based on gifts that really make sense, that reflect hobbies and activities that can be shared as a couple, or things that make you feel even better at home.
G.B. So far, our market has responded well to e-commerce proposals. This particular period has changed peoples shopping habits. We need to act quickly and take advantage of all the solutions that digital technology has to offer, and test and apply them according to the reference period and the associated objectives.
Is this a good time to attract new customers? Do you take advantage of these one-off purchases to develop customer loyalty? Have you developed offers in this respect?
G.B. We make the most of all shopping periods, whether it's Black Friday, Christmas, Valentine's Day or the sales. We offer a special category, Archive, where we sell past exclusive creations and limited editions at exclusive prices.
J.B. Of course, each shopping period is a good opportunity to attract new customers. It is also an opportunity to build customer loyalty by providing them with an exceptional shopping experience, with products chosen with care and attention, quick delivery, as well as free returns for a 30-day period and an efficient customer support service via chat, phone or email, even on weekends!
What are your 3 rules for a successful Valentine's Day?
J.B. As a customer or as a husband? ;)
G.B. An exclusive product, a specific and appropriate image, a relevant advertising campaign (not necessarily a sale).
Les Raffineurs
What are the PrestaShop modules that are particularly helpful during this event?
J.B. The "estimated delivery" module, which informs the customer of the exact date of delivery as soon as the order is placed ... without having to make complicated calculations such as "if the delivery takes 48 hours, and if I order before the 1pm cut-off time, bearing in mind that the Post Office is not open on Sundays and the store doesn't ship orders on Saturdays, will it arrive before the 14th?".
G.B. We have developed a module that connects PrestaShop to our 3D models via parametric software. We also use Mailchimp.
Bonus question: And what gift are you planning on offering your loved ones?
J.B. Since she's rather clumsy, I'm going to offer her a Kintsugi kit, a Japanese art technique that allows you to give a second life to broken crockery. It's beautiful, poetic and eco-friendly!
G.B. A ring created especially for Valentine's Day with internal engraving using our configurator.
Basically, for this 3rd most profitable commercial period, we're pulling out all the stops! Exclusive products or products specifically designed to fit the theme, well thought-out communication and, above all, we will take care of our customers by providing them with an exceptional shopping experience.
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