Industry news

STREET BEAUTY: L’OCCITANE TAKES TO THE ROAD WITH RETAIL TRUCK

Having witnessed the runaway success of street food, L’Occitane is jumping on the mobile vendor bandwagon, literally, with the launch of the L’Occi truck.

The traveling shop experience is said to be a ‘retail store on wheels’ allowing the brand to bring its Provencal preparations direct to consumers across America.

“We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years.  From our FLATIRON Experiential Community Flagship boutique in New York, to the new Sunshine Retail Concept that was launched in 2017, and most recently the digitally enhanced and Multisensory flagship boutique at Yorkdale, we are addressing customers varying shopping needs in a variety of unique and unexpected ways,” said Paul Blackburn Vice President, Concept Design, Construction & Merchandising North America. “Continuing this trend, and inspired by the food-truck revolution, we are ‘driving’ our customer-first strategy even further by launching the #LOcciTruck.  The L’Occi Truck will allow us to bring the best of our magical brand directly to our customers, in a modern and agile way.”

Inspired by the vintage French Citroen H Van, the truck is retro in design and clad in eye-catching yellow. Customers can view the internal display via two window-like openings stretching the length and breadth of the van. There’s also a tester rail and foldable display counter to encourage interaction. In addition, a large exterior screen will display video content exploring the brand’s heritage.

“Entering a boutique can often be intimidating to a consumer; this dynamic concept is truly more approachable while still an extension of the multi-sensory and hospitable customer experience from our boutiques. We are excited to bring Provence to our customers, including areas we may not have a brick-and-mortar presence,” said Caroline Le Roch Commercial Chief Officer North America. “The L’Occi Truck is a great discovery tool for those who have yet to be introduced to L’Occitane. The bright and festive exterior of the truck is sure to capture your attention, especially on social media where we look to see a rise in user-generated content.”

The Truck will tour the US, starting in Washington during the Cherry Blossom Festival on April 7 before moving to New York City and LA later in the year.

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