Mirrors enhance the colors of the point of sale

Jean-Philippe Lajambe, CEO of Happy.

Finding success

On the flower market fragmented, with currently 12,000 points independent sale and only 550 stores under sign, the birth of the Happy concept, launched in November 2005, is part of an observation. "Our studies have revealed that if the flowers were cheaper, consumers to buy more often." "To create a second mark in the Monceau flowers group, for a further typology of - more urban - customer, we wondered how to democratize the flower," recalled Jean-Philippe Lajambe, CEO of Happy. The sign was then often derided for the choice of positioning "low cost". Today, it has 70 points of sale in France and 11 abroad, is already present in the Portugal, Germany and Andorra, and will open its first store in the Japan September 17 next to Tokyo. Return on a not announced regulvar!

A surface reworked

Positioning on pedestrian flows involved to create a concept on a surface two to three smaller than a point of sale Monceau flowers, 50 to 70 m2. "To reduce the commercial rent without affecting the quality of the location, we reworked the ergonomics of the work plan and limited the size of the cold room." To avoid repetitive tasks, products have been prepared and stored in warehouses, created for the occasion. "This structure upstream answered the problem of the sale price of flowers, including to reduce payroll," explains Jean-Philippe Lajambe. "This choice helped me to occupy sites that I saw, when I was Director of the development of Monceau flowers". Between 80 and 200 m surfaces subject to strong competition between signs. "Developers now prefer a Happy store opening, instead of a nth jewellery or mobile shop", he added.

Color break code

For dressing interiors, Happy adopts a strategy of failure in the world of the flower, traditionally decorated with wood, green and zinc. "To upgrade the product of the flower, make it more glamorous lingerie, perfume, or travel, but also to create a strong and global brand, a black color code was chosen by designer Gerard Barrau (1)." Mirrors enhance the colors of the point of sale. The customer can search in the store, fast access to bouquets ready in advance freely, and to know the exact sale price. He alleged florists, always according to our expectations, the waiting time be served and did not know the cost of a bouquet, him returning double that compound once. "Our franchisees are also a strong attachment to the Happy mark", said Jean-Philippe Lajambe.

(1) Who reworked, among other things, on the design of Sephora, Grand Optical, Photo Service, the Fnac

Observation of other sectors

Trigger Happy adventure as well as the knowledge of the market of the Monceau flowers (three networks, 450 stores) group that the observation of the evolution of other sectors in franchise. "Constructed the force of a concept on the weakness of its competitors." Speedy took the opposite of the criticisms made in garage: free quote, no need to make you Accor has developed a strategy of trade marks by segmenting its offer depending on the type of customer. "Sephora made its accessible products without waiting that you are given at the counter," details Jean-Philippe Lajambe.

The financial resources for its ambitions

This concept would have never been without the logistical power of the Monceau flowers group plant at point of sale implementation control throughout the production chain, and therefore the cost and the freshness products. "Monceau flowers is also committed financial resources for its ambitions, with an initial investment higher than EUR two million for the purchase of the three pilot units and development." Hidden costs and that matter grey! "We arrived at the right time, in the right place on the cheap, with a large human group", smiles Jean-Philippe Lajambe. Happy should count 90 points of sale in France at the end of the year. And always a goal to become the first global brand of the flower.