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Drive and Collect

This summer, just like every year, some brands decided to leave the city and go to vacation spots, just to make sure their customers don’t forget them. It can happen so quickly. Don’t Call Me Jennyfer’s van was on the road in ten cities of France: a very girly truck offering the best-sellers of the brand’s summer collection. A small terrace to cool down and listen to music and a TikTok booth on top. Because female influencers are never on vacation and the brand has 1.5 million subscribers (women subscribers?) who need to be kept up to date. The cosmetics brand Beauty Success had also been on the road but only along the Aquitaine coast, its region of origin. Not the best choice this summer, but the idea is to honor the small local brands represented in its stores… 

Gaining visibility, making the most of the presence of their customers, asserting their regional roots, offering an additional experience, creating a buzz: going on the road has nothing but advantages for brands. The model is in no way obsolete, as proven by the “Optique 2000 à domicile” trucks or those of the Shopix DIY and gardening chain, still standing up to the behemoths Castorama and Leroy-Merlin. Its model is well established: the time and place of the truck’s visit are announced on the site (an e-mail alert can be created) and anyone who wants to can receive a paper catalog (twelve million catalogs per year) to prepare their visit to the truck. Like its competitors, Shopix also has a website and stores, but the trucks bring a unique proximity and soul to its image. It also contributes to the revival of city centers and meets the expectations of the growing number of people who hesitate to drive to a store… but still want to see and touch what they wish to buy…

Let’s not forget to take a look at yesterday’s business models before imagining tomorrow’s…

So What ?

Shouldn’t all regions encourage mobile commerce? Because a truck in the city avoids dozens of individual trips as much as it offers new urban experiences to its inhabitants…

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