Accueil » Christopher Hermelin, Nicolas Group: “Advertisers are not investing in the Olympics” Christopher Hermelin, Nicolas Group: “Advertisers are not investing in the Olympics” 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. Through Sophie Baqué. Published on 15 July 2024 à 17h28 - Update on 15 July 2024 à 18h25 Resources 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 million for the Paralympic Games. At Nicolas, we’ve therefore redesigned our approach to sell to these visitors. Whilst we can chat in different languages, we know that Nicholas may not be a strong brand in their countries. However, we also know that 43% of people living around the Paris region will be working from home.… Sophie Baqué digitalIndicatorsomnichannelretail media
