Nicolas Group, a wine cellar retailer with a strong store base in Paris, shared the customer engagement strategy for the Olympics with mind Retail. With 15 million tourists expected to visit Paris, and 75% French-speaking, the retailer opted for a 100% digital contextual targeting system with Paylead, Locala and Google. Christopher Hermelin, the CMO, explains how.
Nicolas Group has a strong footprint in the Paris region, with 400 of 500 French stores. What type of clients are you expecting for the Olympics?
Christopher Hermelin: Only 7 or 8 months ago, in terms of targeting, we were expecting a lot of foreigners. But according to the latest statistics from the Paris Tourist Office, 75% of visitors will be French and 25% will come from abroad (U.S.A., U.K., Europeans and Chinese to a lesser extent). A total of 15 million visitors are expected, including 4
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