GRANDBAINS

Brief

How to rethink the historical business model and roll out a new concept for a network of bathroom stores?

Year

2016 - 2021

Expertises

Strategy Branding Advertising Digital Media Social & Influence

TRANSFORMING A MODEL, A TRUE MASTERPIECE!

We worked with the TEREVA Group for two years to establish a diagnosis and provide solutions to all the questions raised by this transformation. Without closing any doors, we reassessed the entire customer journey, the role of each stakeholder, and the function of physical stores within this journey. This process led to a complete overhaul of operations and the creation of a new brand: GRANDBAINS. Driven by a phygital approach, Grandbains reinvents the relationship with customers and professionals through a new offering, new services, redesigned stores, a fresh digital strategy, and tailored communication tools.

RETHINKING THE BUSINESS MODEL

What should we do with our B2B stores in the face of new competition offering -50%? We completely reversed the approach and redesigned the entire customer journey, placing customers at the heart of a high-performance phygital model.

CREATE A NEW RETAIL CONCEPT

A new leading brand in the bathroom universe.

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IMAGINING THE IN-STORE EXPERIENCE

The Grandbains experience needs to be reflected in the physical retail spaces. That's why we developed a new commercial architecture concept with a phygital purpose, integrating the entire new customer journey. This journey is designed to culminate in a "project box," where customers can fully design their future bathroom.

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Restructuring the offering.

Once a distributor for experienced professionals, the offering was centered around a catalog format. Now, the offering is focused on service and support. The promise is to deliver complete bathrooms, from A to Z, including installation. To do so, Grandbains must be able to guide all its customers through its wide and complex offering. We created (and branded) product ranges as the starting point for personalized exchanges between Grandbains professionals and their clients. Styling, 3D design, naming, and product storytelling were all necessary tasks for this implementation.

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THINK, DEVELOP, AND DEPLOY DIGITAL SERVICES

We envisioned a comprehensive digital experience, serving both the inspiration of customers and the daily use of Grandbains agencies and its network of installers.

An inspirational and service-oriented system.

The new customer journey has been designed by integrating the digital experience for clients, Grandbains designers, and professionals. We thought, designed, and developed a complex site under Symphony to address these three functions.

1. An Inspirational Website
We developed a site that features a lot of animation and small UX surprises, offering space for images and storytelling through a magazine we update weekly on home decor themes.

2. A Relational and Customer Service Website
At the heart of the phygital journey, clients can indicate their preferences and communicate with their designer. They also have access to all project stages, can schedule appointments, and view administrative details.

3. A Website for Professionals
The risky bet of transforming the model, economically supported by relationships with installers, was compensated by the inclusion of installers within the Grandbains offering. A "Grandclub" platform allows users to find their nearest installer through a social application.

See the website

HIGH-PERFORMANCE MULTI-LOCAL CAMPAIGNS

We support the physical transformation of the network as it expands and changes the branding of its 80 stores. We then deploy creative multi-local campaigns supported by advertising, operational marketing, web marketing, geomarketing, and more traditional media (targeted TV, outdoor advertising, radio). Some examples... We also work on key touchpoints through a social media strategy and a continuous content production plan to ensure maximum visibility on the two main networks: Facebook and Instagram.

A MINI SERIES OF BRAND AWARENESS FILMS

With the goal of building brand awareness, we produced a series of films deployed across digital and segmented media (social, TV, etc.). Focused on the three main messages of the new Grandbains brand (Design, Design, Installation), these films aim to create a sense of closeness with a humorous tone and foster affinity with the audience.

DRIVE TO STORE CAMPAIGNS

Multi-local campaigns aimed at driving in-store traffic, we push multiple stages of communication through physical channels based on promotional mechanics. Billboards, direct mail distribution, local press, in-store presence, and local social ads...

Digital magazine production

For customer guidance on social networks and SEO of the new site, we create and manage a Grandbains magazine based on inspirational content and practical guides.

See the magazine

A consistent social media thread

We assist Grandbains in the production, distribution, and media coverage of continuous content across various social media platforms: Facebook, Instagram, Pinterest, Houzz. Editorial guidelines, social media strategy, editorial calendar management, customer service, content creation and community management, and monthly reports—our agency’s social teams handle the brand's daily relational performance.