What concept should they offer to generate a buzz and go and meet their virtual community?
Through an empathic approach, to identify with Maison Dorée the customers’ expectations for this first pop-up store : to commercialize their products, to give to the pop-up the spirit of an event and interact with Chloebbbb. To find the place, participate in the implementation and organisation of the party destined to the press. To check the key indicators to measure in the context of an operation done with an influencer.
How is it possible to create a brand experience which is both smooth and personalized according to the image of an influencer’s brand?
To adapt the concept & to research according to feedback from the first test. To set up learnings in the second shop. The main sticking point of the first concept was the customer journey. Our approach in order to solve this issue was to analyse customer feedback, to analyse flows during the first pop-up and to monitor international concepts. The results were: an enriched customer experience, a customer journey better defined to manage volume at point of sale.
"First of all, it was important for me to find a shop which matched the image of our brand perfectly. Well located, with space so that I would be able to welcome my customers. But also, it is important to offer an activity to customers, and the piercing workshop seemed obvious to me. Nestore has helped us a great deal, and it is thanks to them that we were able to find the perfect premises!" (translated from french)
Chloé Bleinc, founder of Maison Dorée
The brand organized its first pop-up store in March 2020. The young influencer Chloé Bleinc wanted to try the physical medium to officialise the launch of her brand Maison Dorée. It is in our shop in the Marais, at 5 rue des Blancs Manteaux that the very first Maison Dorée pop-up store was unveiled. For one week, visitors and Chloebbbb’s Instagram community were able to meet her, buy her jewelry and have their ears pierced thanks to a piercing workshop. As a result: almost an hour wait during rush hours to enter the shop.
The place is bigger and allows for a well-defined customer journey in preparation for the number of visitors. In the first place, we have the exhibition of Maison Dorée’s jewelry with furniture coming from the German brand Westwing as well as an exhibition cart, which inevitably brings to mind the Chanel cart. At the back of the shop, an “instagrammable” corner with a velvet and neon couch where fans can take a souvenir photo. On the second floor, there is a tea house atmosphere with the Cookidiction brand which just started selling their gourmet cookies. It is a nice way to make customers wait before going to the piercing workshop. A very well-thought out organization in this ephemeral shop inspired from the American shop Glossier can be noticed.
The brand was created by the beauty influencer Chloé Bleinc during the summer of 2019. With her YouTube channel and her Instagram account - which gathers more than 900k followers - @chloebbbb tried herself at entrepreneurship by creating her own jewelry brand, Maison Dorée. Self-taught, the star of make-up tutorials draws her jewelry by getting inspiration from American items she notices. Maison Dorée is dainty and sparkling jewelry that can easily be worn and put together. At the launch of her e-shop, with products mainly composed of earrings and cute and affordable piercings, the stock was sold out in 20 minutes.