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Master Thesis

Comment faire des jardineries du groupe Poullain des lieux de détente et ludique/pédagogique afin de diversifier leur clientèle ?

Abstract : Based in La Queue Lez Yvelines (78), the Poullain group owns nine garden centers spread between the Seine Maritime and near Paris. Today, it is confronted with the decline in consumption of plants and also the aging of its customers (the majority part of them are from the baby boomer generation). To counter this trend, the group counts on the transformation of its stores into relaxation and entertaining/instructive places. In order to do this, we choose to introduce experiential marketing (have customers live unforgettable experiences). Through this, we designed and implemented two new prototypes in garden center. First, a cocooning corner where clients may rest with a decor and furniture suitable to relaxation, but also learn through a digital tablet and magazine. Secondly, a terrarium section based on the theme of DIY (do it yourself) where the consumer will be guided in its purchases by an educational display. This report presents the
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https://dumas.ccsd.cnrs.fr/dumas-01203426
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Submitted on : Wednesday, September 23, 2015 - 9:24:30 AM
Last modification on : Monday, July 6, 2020 - 3:38:21 PM
Long-term archiving on: : Tuesday, December 29, 2015 - 9:28:47 AM

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  • HAL Id : dumas-01203426, version 1

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Anaëlle Herledan. Comment faire des jardineries du groupe Poullain des lieux de détente et ludique/pédagogique afin de diversifier leur clientèle ?. Sciences agricoles. 2015. ⟨dumas-01203426⟩

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