 ven the Web has a Left Bank! In September, Le Bon Marché - The Most Selective Department Store in Paris - unveiled version 2 of its website. Featuring animation and pure, clean graphics, the site expresses both modernity and a strong image, combining fluid navigation with entirely updated content.
Development of the new site was accompanied by internal communications actions focused on how to get the most of this new media, along with workshops on how to transpose a brand and expertise on the Internet. The challenge is how to make this communications channel reflect the uniqueness of the store. This is why special emphasis has been placed on showcasing its different realms - fashion, beauty, the Balthazar men's store, home and gifts, and culture.
News from Le Bon Marché presents featured products, designers whose creations are newly available at the store, and the latest trends. All information is updated internally using an administration module, enabling the site to remain current at minimal cost.
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The www.lebonmarche.fr homepage. | Another important aspect of the site is interactivity, meaning an emphasis on "dialogue" with visitors, who can learn about careers at Le Bon Marché via animated pictures, submit a job application, sign up for the newsletter or send in comments. The customer relations team has received training to ensure rapid response to comments and questions, generally in less than 10 hours. Emails are managed in the same database as regular mail, phone calls and in-store comments, enabling a complete history of each customer's relationship with Le Bon Marché.
The Carte Rive Gauche, a card that has proved very efficient in securing customer loyalty, is also on the Web. Customers can pre-reserve a card, learn about current benefits for cardmembers or review their account online via a secure connection. Development of new functions for the card is one of the priorities for future site enhancements.
In addition, two important sections can be accessed via lebonmarche.fr la Grande Epicerie gourmet grocery store and the wedding list section. The latter, which has not yet been redesigned, lets visitors select gifts online, while the newlyweds can manage their gift list in real time.
Two other projects are under development, an extranet for the media and a trial "e-boutique", selling fragrances available exclusively at Le Bon Marché, Saint-Germain-des-Prés and Balthazar. |
