All under one roof

Testing of the new marketing concept has been carried out since the beginning of this year at a store in the region around Paris. Now since 17 September the group’s 107 outlets are being presented under the uniform “Lapeyre La Maison” marketing format. This replaces Menuiserie Lapeyre (kitchens, doors, windows and parquet, etc.) and GME Carrelage-Salle de Bains (tiles and bathrooms).
Combination specialist ranges from the new Lapeyre La Maison marketing format.
“For more than two years we have been having thoughts about how to heighten consumer awareness of GME. It quickly became obvious to us that the Lapeyre brand is strong enough to cover the bathroom sphere as well. Which is the reason for our interest in capitalising on that awareness level,” explained marketing manager Stephan Campion. As he went on, “In France there may well be marketing channels for DIY and decoration, but none has specialised in durable furnishing elements. That is where Lapeyre is different.”
Through bundling its range the Saint-Gobain group is working in the interest of consumers, who generate 70 per cent of Lapeyre’s sales (total sales 900 mio euro).
Customer advice is the main criterion at Boutique outlets, rather than product display.
The offer now consists of four major product groupings: kitchens, bathrooms, interior structural elements and exterior structural elements. In each segment there are displays to provide consumers with complete solutions to their problems. At the biggest outlets (in excess of 1 000 m²; the average retail area is 1 000 m²) there is in addition a “boutique”, which offers complementary self-service products and also includes an informative element as part of the presentation.
The range includes kitchens, bathroom furnishings and structural elements for interior and exterior use.
Each segment has a reception point designed to promote contact with the consumer and provide him with assistance for his project. There are also “quiet” areas for resting and a children’s corner. To meet the needs of professionals, who account for no less than 30 per cent of sales, a separate area has been set up with an entrance of its own. This opens as early as 7.30 a.m., well before the rest of the store.
The company has also developed a city-centre concept which goes under the name of “La Boutique Lapeyre Maison”. The first outlet of this type opened its doors to customers in the 8th district of Paris during September. This has a floorspace of 300 m2 that consists of four…