Clubstore®: centers where customers want to be
Klépierre has invented Clubstore®, a customer journey that adds value for brands and consumers, turns a shopping center into an interactive meeting place, and puts customers at the heart of our strategy. Designed in conjunction with Brain Juice creative studio and interpreted individually for each center, this concept is exclusive to Klépierre, and delivers an effective response to the Group’s strategic vision of upscale transition and its determination to be 100% customer-centric.
Clubstore® has been developed to address three key imperatives: to build a shopping offer tailored to our customers, to enhance the shopping experience through an original design that accentuates the essential character of each center, and to develop services and events that make them even more irresistible. Clubstore® centers are inclusive, comfortable and memorable spaces for life that make every visitor want to return often and stay longer.
Introduced to customers for the first time in November 2013 at the Passages center in Boulogne-Billancourt, the Clubstore® spirit has transformed the leading center of western Paris into an urban living space in its own right, with a unique combination of design, comfort, relaxation and imaginative fun.
According to a survey conducted in April 2014, 95% of customers who live the Clubstore® experience say they like the originality, contemporary feel and comfort of these new retail spaces.
Centre Jaude in Clermont-Ferrand, Romagna Shopping Valley in Rimini, Belle Epine in southern Paris, Meridiano in Tenerife, Passages Pasteur in Besançon are now Clubstore® centers too, and will soon be joined by:
- Place d’Armes in Valenciennes
- Assago in Milan
- Field’s in Copenhagen
- Bourse in Marseille
- Rives d’Arcins in south-eastern Bordeaux
- Colombia in Rennes
The Clubstore® concept rollout s completely consistent with the two other Klépierre innovations: Let’sPlay® and GoodChoices®. Let’sPlay® redefines the Group’s ambition for the personality of our centers and their marketing, digital and events-focused communication. GoodChoices® embodies Klépierre’s determination to optimize the Group’s operating costs and reduce its environmental and social footprint.