The 2011/12/01 at 06:45
Alexandre T. Analis
Located in the centre of Lille, the new Oxybul Éveil et Jeux officially reopened its doors on 14 November, after over four months of renovations. On the basis of the fact that the brand’s clients make 50% of their purchases in stores and 50% on Internet, the retail outlet (500 m2 compared with 250 m2 for its other stores) was designed to offer more complementarity between the two channels of distribution. “This store incarnates three aims of Oxybul Éveil et Jeux: to gather all of our product ranges; to give access to all Web offers in the store; to bring service and advice to clients via fun experiences,” explains Nathalie Mesny, General Manager of Oxybul Éveil et Jeux since June this year.
As a subsidiary of the ÏD Group (Okaïdi, Obaïbi, Jacadi, Véronique Delachaux, Vibel, ÏD Kids), Oxybul Éveil et Jeux seeks to stand out as a transversal brand for the 0-12 years market, by marketing games and toys as well as childcare items, furniture, room decorations, books, CDs, DVDs… Instead of the traditional distinctions of sex and age, here products are organised according to universes: creation, learning, exploration, early learning, construction, imagination… To select its products, the brand relies on two types of experts: childcare professionals (educational psychologists, paediatricians, speech therapists…) and a panel of 2,000 “pilot parents”. This selection results in the attribution of the “Approuvé Parents Pilotes” (Approved by Pilot Parents) label for only… one product out of three. At the same time, to break with its upper-end image (given the economic crisis), the brand is developing entry-level products (31% of games and toys under 10 euros, 71% under 25 euros and almost 90% under 40 euros).
At the store in Lille, children can have fun with a tactile table and try out disguises in a virtual cabin. Parents have access to six interactive terminals to consult the web site and its product fiches, expert advice and consumer reviews. While the concept may appear to be redundant, it may well prove to be effective on a financial level. “We have carried out studies that show that there are three times more purchases when clients use several channels,” points out Nathalie Mesny. “This also reinforces brand loyalty.” The connected store concept may be reproduced in the next two or three years in other retail outlets. In these times of economic crisis, the toy and game market has declined slightly, even if the early-learning sector has resisted well. The real test will take place during the end-of-year festivities. For the Lille store, the objective is high: to reach a yearly turnover of 2 million euros, in other words 40% growth compared to its former version.