Picard Surgeles or Picard Frozen foods is a French company that was founded by Raymond Picard in 1906. This company is France's leading frozen foods specialist. It is both a manufacturer and distributor of frozen foods. It has about 1000 products on offer, and a distribution network of 800 stores throughout the country.
Picard also has stores abroad, in countries like Italy, Belgium and Luxembourg. Picard has been providing home delivery service to its customers in forty counties since 27 July 2000. It delivers the products after taking orders over the phone or through its website www.Picard.fr. It offers its entire catalog online. The creation of a website with the catalog was a very strategic move.
The company's strategy was to increase its proximity with its customers and to treat each customer as a privileged client. Picard has been trying new things to retain customers and to attract new customers in order to increase its customer base.
Picard has been trying to create a transactional website, which can also present products to the customers. This site is supposed to attract new customers. The company has been into home delivery and distance selling for a long time now. Internet just provided another medium for the company to reach its customers efficiently and crush competition.
Picard was also a part of the Carrefour company at the time of creation of the site. A large advertising campaign had been put in place, since the creation of the site, for the company to develop its internet presence. Besides the 'word of mouth' marketing strategy that Picard uses, the company has also been sending monthly newsletters to its customers since 2005.
Apart from advertising on news sites and portals, the company has also tried to maintain its reputation by adding new contents to the website. A database of about 400 recipes has been added to the site along with information on current promotions. Practical information on the stores was also added to the site's contents.
Picard also focuses on customer relations. Two people are dedicated to manage the e-mails written by customers. Their job involves answering the customer's queries in a personalized way. An institutional site, for Picard, was created by the agency, Modernis Lux, in March 2005. Picard's strategy now, is to update this site as often as possible, not only to retain customers, but also to attract new customers.
It is essential to choose a simple domain name, for the domain name has to be easy to remember and especially to broadcast. These domains were chosen wisely, as they are not complicated or too long, they are easy to pronounce, and they finally have a meaning. Thus, a visitor will come back more easily on a site whose name is easier to remember than a site whose name is extremely complicated. In addition, a well chosen domain name by word of mouth will encourage and allow the site to gain popularity quickly.
Also, the company Picard with an existing brand equity will try logically to enjoy its reputation by keeping the name. It makes sense for the company to want to simply reuse the name because users tend to try addresses intuitively that are related to the name of the company. Finally, these domain names can give a touch of professionalism and credibility to websites, and give the user a stronger sense of confidence.
Tags: Picard Surgeles or Picard frozen foods; strategy of e-business, analysis of the strategy
[...] premium brand positioning. Loyalty Picard Groupe has differentiated customer loyalty enhancement strategy. Majority of retailers focus on offering unsold and de-stocked food product portfolio on discount. On the other hand, Picard has followed an unique approach of providing on-going products on discount on monthly basis. It has replicated the same customer loyalty building framework for its online platform on long-term basis. The average discounts offered are in the range of 10-40%. Discount based purchases contributed 25% of total group revenues in 2013. [...]
[...] Cergy and Sorgues warehousing facilities outsourced to STEF Logistique can handle capacity of 71,000 tonnes. It has further operates 100 delivery vans; with 48% of them on third part leasing agreement. Although, the company has levied delivery charges of €5 to €6 per transaction; online accounted for of total Home Service segment value sales in 2013 (i.e. € 14.7 million). In order to further develop end to end seamless user friendly ecommerce platform, Picard Groupe established dedicated department titled “Client Marketing and Domestic Sales to improve customer relationship management. [...]
[...] Picard.fr with addition of informative basis purchase experience to enhance long-term customer retention rates and higher average transaction size. Although, the company is replicating its highly localised (presentation suggestions and recipe plans) experience into international markets; its business model (offline and online) is centric to home market i.e. France. Triple pillar based ecommerce strategy i.e. discount coupons, local brand equity enhancement via local procurement of product ingredients and social media integration will improve competitive advantage for Picard Groupe in coming years (2014- 2016). [...]
[...] It's daily page views per visitor and daily visitor time on site sharply declining to 4.2 and 4:02 respectively. Traditionally, female are the leading visitors on Picard.fr primarily from workplaces. This might be attributed to placing monthly and weekly grocery orders before returning homes (www.alexa.com). Majority of visitors are from home marketspace; accounting for of total traffic (June 2014). Belgium is the second biggest market for Picard.fr ( 2.81 followed by United States ( 0.88 The site receives dominant traffic from search engines; constituting of total unique visitors per month. [...]
[...] Facebook is the leading driver of social media traffic to the website accounting for (June 2014). Twitter, Pinterest and Youtube combined account for remaining Display advertising centric traffic is primarily driven by Google, Adcash.com and Appnexus. Source: http://www.similarweb.com/ Picard.fr has strong domestic food & beverages market positioning on digital front in 2014. The website is highly dependent on local and regional search engines with low support from social media and display ad network contribution. Corporate Social Responsibility Before 1994, majority of corporations started enhancing shareholder value to enhance long term sustainability. [...]
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