We are stronger together: that is something that Carrefour, Group SEB and POP Solutions all agree on. The trio teamed up in a shop-in-shop project and boosted vacuum sales and more!
It sounds like a textbook case. When they imagined setting up the first 20-m2 shop-in-shop dedicated to Rowenta products in the Mont-Saint-Jean hypermarket, Groupe SEB and Carrefour Belgium had no idea that the corner designed and built by POP Solutions would become a best practice across Europe.
“This experiment, which was developed in September 2019 and launched in June 2020, was something new for Carrefour,” says Marie Moens, Category Manager SDA. “It was the first time we’d implemented such a non-food concept in one of our hypermarkets.” The retail giant wanted to offer a better customer experience in the small electrical appliance department.
“The advantage of this shop-in-shop is that it gives consumers the chance to test the products on display,” explains Anne-Sophie Mayence, Category Management Belgium Manager at Groupe SEB. “They also have access to a wealth of information via screens, QR codes and other sales tools.”
And the results were not long in coming! Sales soared at the Carrefour store in Mont-Saint-Jean and also at the one in Herstal when the corner was subsequently moved there. “And not only sales of the vacuum cleaners from our partner Rowenta,” says a pleased Marie. “The other categories we sell also benefited from the stand’s appeal.” So much so that Groupe SEB has ordered a second shop-in-shop from POP Solutions, this time for the hypermarket in Auderghem.
“We’d given ourselves six months to evaluate the impact of the initiative,” said Marie and Anne-Sophie. “After three months, the results proved more than conclusive. It’s become a best practice within both Groupe SEB and Carrefour, not just in Belgium but across Europe.”
On 14 January this year, a second Rowenta shop-in-shop, this time measuring almost 30 m2, was launched in Auderghem. “It’ll stay there for nine months,” explains Anne-Sophie. “We intend to make it even more appealing by organising special promotions on weekends, for example.” Will there be more shop-in-shops in Belgium and abroad? Watch this space.