LVMH’s game plan for La Samaritaine
At a time when omnichannel is fashionable, La Samaritaine is also opening up with a very limited e-commerce offer, consisting only of Loulou products, a gift shop within the store. The website, Vuchot explains, is primarily designed as a service platform for interacting with customers, a place to make reservations at restaurants or the beauty space spa.
La Samaritaine is also playing its part in revitalizing its immediate neighborhood in the 1st arrondissement. Kering Chairman François Pinault art Museum open nearby in May. The converted Louvre Post Office should reopen next year with a luxury hotel, while the Fondation Cartier will move to the Louvre des Antiquaires, also in the 1st arrondissement, in 2024. years, ”says de Boysson.
The DFS connection will certainly help La Samaritaine, which will tap into its worldwide customer database and expertise in serving travelers, including ‘transparent tax free’ at all payment points and acceptance of WeChat Pay and Alipay. DFS has a Loyal T program that allows shoppers to redeem points at any DFS store around the world in real time. A Chinese buyer, for example, who visits La Samaritaine can use the points earned in Macau.
Meanwhile, the fusion of fashion and food is central to the in-store experience. Twelve restaurant concepts are Street Caviar, combining street food and caviar, designed by Maison Prunier, and Dînette, designed by Dalloyau, which offers dollhouse-style snacks on the women’s fashion floor. There is also L’Exclusive, which offers pastries on the beauty floor. Restaurants are strategically located throughout the store. “That’s what consumers want today: a walk. I think the food courts are outdated, ”de Boysson says.
LVMH champagne houses have dedicated showcases to offer additional services, such as the personalization of a Veuve Clicquot Arrow box or the addition of a buyer’s initials on the Hennessy leather carafe. This is intended to encourage tourists to shop in stores rather than at the airport duty free. Voyage, with a Krug studio and cocktail bars, is located on the top floor and is open until 2 a.m., long after the store closes at 8 p.m.
Experiences will flow throughout the 2020s iteration of La Samaritaine. They can include a guided tour of the building with an art historian, a meeting with the craftsman who restored the gilding under the Art Nouveau glass roof or the registration for a champagne tasting in the cellars of the LVMH champagne houses. . “We will be experienced agents,” says De Boysson. Vuchot notes that experiences are a specialty of DFS, right down to the store in Hawaii where visitors can book surf lessons. “In a world where shopping is changing, we have to find different solutions. Hence the food and drinks, the spa, the hairdressing salon, ”explains Vuchot. “We are trying to move away from the purely transactional side. “