In our journey of the exploration of the Côte d'Or brand's touchpoints, we deal with its merchandising strategy, an essential element of its business strategy. While our journey did not physically lead us to the brand's stores, we examine how Côte d'Or strategically employs merchandising to get a distinctive place in consumers' consciousness, even in the absence of dedicated retail spaces.
Images captured at various points of sale reveals a meticulous tactic. Placing products at eye level on shelves immediately captures the customer's attention. The products' layout, showcasing flagship items alongside lesser-known creations, guides consumers through a sensory journey. This strategic placement, complemented by the brand's iconic red color and elephant symbol, is designed to captivate customers and immerse them instinctively into the brand's delicious universe within a retail setting.
The articulation brilliantly captures the essence of the significance of merchandising in consumer psychology. The orchestration of visual elements, goes beyond the transactional nature of purchasing, transforming it into a sensorial and emotional experience. The strategic positioning of products, coupled with thoughtful layouts and distinctive esthetics, plays a crucial role in creating emotional connections with consumers. This immersive journey into the brand's delectable universe not only creates positive associations but also generates enduring memories. By leaving a deep mark on the subconscious, merchandising becomes a powerful force in shaping consumers' preferences and fostering unwavering brand loyalty. In essence, it is a dynamic tool that transcends the physical act of shopping, crafting a narrative that resonates deeply and establishes a lasting affinity between consumers and the brand.
However, Côte d'Or exhibits some limitations in the realm of virtual touchpoints. The website, while functional, remains relatively basic, primarily serving as a gateway to other platforms.
Its presence on "Ma vie en couleurs," while practical for promotions, offers a limited digital interaction. In today's digital era, enhancing the online presence could empower Côte d'Or to create a digital experience as captivating as the physical aisle exploration. Even though on "Ma vie en couleur" the brand has sections dedicated to their history and company values.
Despite these considerations, the analysis underscores the undeniable potency of Côte d'Or's physical touchpoints in leaving a lasting impression. As consumer behavior leans towards digital platforms, the brand has the opportunity to enhance its online customer journey, ensuring a digital experience as enchanting as the physical realm.
The chocolate adventure of Côte d'Or thus holds the promise of expansion, captivating enthusiasts at every stage of their journey, whether it be a leisurely stroll through the aisles of a physical store or a virtual exploration online.
Sources: https://www.cotedor-chocolat.fr
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