Since the launch of its first store in November 1990, the Nature & Découvertes chain has been seen as a ground-breaking pioneer for its marketing innovations (market positioning, architectural concept, sensory marketing, merchandising, events, etc.).
The company's global approach (publication of environmental reports since 1993, Foundation creation in 1994, launch of the Canopée annual review in 2003, ISO 14001 certification of all sites in 2006, etc.) has always been oriented around the visionary values of its founder, François Lemarchand.
Today, ecology, sustainable development and fair trade are among the main concerns of our western societies; consideration of these dimensions will soon constitute a "basic contract" between all economic players and consumers. Moreover, as the store management division states, companies must now deal with the "consumer spending slowdown" that started in 2008 and intensified in 2009. Nature & Découvertes must also integrate this new type of behaviour into its commercial strategy.
What are the main development strategies that will enable Nature & Découvertes to maintain its innovative and differentiating market position?
How could it develop in terms of global design? :
- Offer policy: mix, new ranges (products, services).
- Communication and loyalty policy.
- Communication design: design strategy, visual identity, packaging, products, commercial architecture (sales outlets).