Abstract
The Redoute was created in the 1820s. In the past, it was a company specialized in woolen shadowing. Its founder, Charles Pollet, named it in honor of the street where the company was originally implanted, it was the street of "The Redoute", in Roubaix, in the North of France. For more than hundred years, the company knew a strong growth, to 1920s, real period of crisis for the woolen shadowing. But, the administrators of "The Redoute" were going to adapt themselves to the market and create what was going to become the definitive springboard of the store: the woolen sale by correspondence.
"The Redoute" knew quickly the success, and the company was going to publish its first catalog in 1928 and will begin 25 years later to add fields of sector-based activity in its portfolio. Indeed, from 1956, domains leisure activities and furnishing were linked to the already very lucrative market of the wool. The company then became "The department store of the house". It became an agent of the biggest brands and its image corresponded to the fact that the customers wished: a reliable company and was listening to its needs.
The company adapts and innovates all the time, even in 1974, when there was a strike of postal services, which blocked all the deliveries of the products to the customers. Indeed, the company developed its own service of delivery of packages to put in front of this obstacle. Today, "The Redoute" is an institution in France in what concerned the mail-order selling. On the look-out for the new technologies and the pioneer in the marketing research, it is renewed and knows how to seduce customers of all the ages by adapting itself constantly to the new needs. Indeed, to attract more people, the company uses different distribution network: its own shops in urban area; its website; its catalog.
Extract
[...] Also, customers can receive the newsletter on their mobile and all news information about the company and products by email. But also the company uses the "SMS" to send news about reduction or to inform customers that their order was delivered. Their marketing campaigns have lot of success because the messages are sent to customers who are registered on the websites, so customers who receive the messages are interested by the brand and purchased their kind of products. Company can develop loyalty even more of the customers. [...]
[...] Also, the company sees that the average basket of command of its customers on mobile internet users is upper to that of its buyers on computer, because of the impulsive purchase which it favors. - Mobile marketing The company uses the mobile coupons. These coupons are represented by a virtual token that is sent to the mobile phone. Customers presenting a mobile phone with one of these coupons at the point of sales receive the same benefits as if they had the traditional token. Stores may send coupons to customers using location-based services to determine when the customer is nearby. [...]
[...] 56% on the French people connect by mobile phone at home ? Women are most followers of the m-commerce: 57% of users ? 50% are between 25 and 34 years old. ? 3 mobile websites are consulted per day ? Smartphones represents 18% of the French mobile park in 2010 ? of owners of iPhone connect on internet via their mobile ? 84% of the owners of smartphones have at least one application, among 15 free and two paying ? [...]
[...] With 18 million customers around the world, "The Redoute" is present in 22 countries. Its turnover in the first half of 2010 is made more than 70% over the Net. In this case, I will present you the overview of the company and its positioning in the e-commerce to continue its growth and to face to the explosion of internet, on the French market. Finally, I will talk about the entry of "The Redoute" in the m-commerce and its strategy on the new support to sale. [...]
[...] - The social Network The company has integrated Twitter and Facebook on its website and summed a module of fast registration in the newsletter. The social Twitter and Facebook networks allow the company to develop their customer relationship. Today, its Facebook accounts fans and the company is in the Top 10 of the pages of the most active brands in France. Facebook serves to put in front of the animations, for example an operation of relooking of customers, whereas Twitter, where it has 25 000 followers, serves only to relieve of the information. [...]
