Step 1

Identify impact variables

Corbeil is a "sleeping beauty". Although known for many years, the company does not have a real digital presence or technological infrastructure, and promotes products without real added value.

Finally, consumers associate this act of purchasing with a complex and stressful chore and want support for the entire purchasing experience. For Corbeil, differentiation could therefore come through the service experience.

Step 1.1

Global environment

Variable

• Social : A shift towards support in purchasing due to digital
  Score d'importance 6 / 10

See examples of variables

Step 1.2

Market

Variable

• Product : Produit générique
  Score d'importance 9 / 10
• Market trend : Mature market
  Score d'importance 6 / 10
• Consumption trend : Complex shopping experience perceived as a chore
  Score d'importance 8 / 10
• Tendance de communication : Market with downward price differentiation
  Score d'importance 9 / 10

See examples of variables

Step 1.3

Peripheral network

Variable

• Suppliers : Common suppliers for the entire market
  Score d'importance 9 / 10

See examples of variables

Step 1.4

Internal system

Variables

• Brand : Aging brand
  Score d'importance 9 / 10
• Services : Bad shopping experience
  Score d'importance 8 / 10
• Digital presence : Lack of strong presence
  Score d'importance 5 / 10
• Information technology : Weak data capture
  Score d'importance 5 / 10

See examples of variables

Step 2

Redefine the business paradigm

A new corporate positioning source of differentiation had to be built.
How? By moving Corbeil from a product-oriented model with a "brand-consumer" relationship to a service-oriented model with a "brand-customer" relationship.

Step 3

Trace the trajectory

Leverage point 1

In a mature market, Corbeil had to differentiate itself from its competitors by expressing its specificities:
How to create a strong brand universe by moving from product to service?

Variables related to the issue:

• brand
• consumer trend
• market trend
• product

See examples of variables

Step 3.1

Trace the trajectory

Leverage point 2

Positioning should not only be a branding element but a strategic tool:
How can we generate a customer service experience at every point of contact at Corbeil?

Variables related to the issue:

• service
• social
• digital presence
• information technology

See examples of variables

Step 4

Reveal the no-brainer

Developing a new positioning leading the company to develop a strong and credible strategy aimed at rethinking the consumer experience beyond price:

Step 4.1

Reveal the no-brainer

Differentiate Corbeil by building communication that highlights services and the consumer experience.

By putting forward rational arguments (price, services) and psychological benefits (commitment to causes), Corbeil gives the "good reasons" to choose the brand.

Step 4.2

Reveal the no-brainer

Develop an e-commerce platform that meets industry standards while implementing services dedicated to improving the user experience.

By building a new website highlighting the company's digital services, Corbeil brings a customer service experience to external touchpoints.

Step 4.3

Reveal the no-brainer

Develop an architecture that facilitates the customer journey and offers a real shopping experience.

By developing an architecture oriented towards the customer experience, Corbeil differentiates itself from its competitors: The stores become service-based entertainment rooms allowing you to discover and test, while having fun.