BRAND

 

SUMMARY

I helped Galland Epicerie redefine a global digital communication plan and community management for brand content. I had to find the right tone for a relevant storytelling.

BRANDING A CLEAN DELICATESSEN

RESPONSIBILITIES

Strategy
E-commerce
UX Design
Storytelling
Community Management
Graphic Design

VISIT SITE

galland-terroirs.fr

BACKGROUND

THE CHALLENGE OF BUILDING A DIGITAL STRATEGY

The challenge of building a digital strategy when lots of things already exist is tough for several reasons: first, as a freelance designer you have to know how to scope out a project with tools you didn't created. I had to discover everything from the website to the social network. Then, I kicked off this collaboration by revealing what their specific needs were and estimating my time to find a solution to quickly jump into the fun stuff: Design.

PROBLEM TO SOLVE

Galland was created in 1999 in a tiny shop before moving to the actual shop around the corner. Since we met, we talked about the confusing opposition between the true story of a farmer boy who became a famous wine seller and the environment. The shop is quite showy looking and the decoration keeps some customers from entering the shop. They might think products are really expensive although you can find some real good deals.

The mission was to tell everyone the story of the founder who was born in a farm and grew up watching his brothers making cheese, wine and "rillettes". He sells it.

Other big problem: the website was a completely non-selling e-shop! A web agency made the site but didn't teach on how to use it! To finish brilliantly, the social network pages were created just to make a link on a button but nobody ever tried to publish except the owner time to time but with no plan.

It was time to build a strategy from branding to social selling and storytelling is a useful tool.

ETHICAL E-COMMERCE

The whole society is getting more concerned with social issues. Customers are looking for brands with Conscience acting for a better world: Environment, Fair trade, Ethical production, Short supply chains, Made in France, etc. Galland sells products directly from the producer, wine maker, brewer, etc. and he makes his own biscuits 50 m from the shop.

OMNICHANNEL

This is not just another buzzword. Omnichannel is using all of channels to create one unified experience for customers. This includes both traditional and digital channels, point-of-sale, in-store, and online experiences. This approach provides customers with a seamless and integrated shopping experience from the first touchpoint to the last.

SOCIAL SELLING

People spend hours a day consuming media. They’re well versed in moving from one app to another. Nearly 25% of business owners are selling through Facebook and 40% are using social media to generate sales. Not only does social media influence what people buy, but 30% of customers say they would make a purchase directly through these channels.

THE SOLUTION

OMNICHANNEL WAS THE ANSWER

UX Design was difficult to enhance because of the CMS and the template chosen on the website (Prestashop). I could customise but not redesign et redefine and social medias have their own UX via the app interfaces. So I decided to put the customer at the exact center of the brand activity: publishing on Facebook, creating the Instagram profile, changing the style of the images on the website to make more actual and "e-commerce", creating events like wine testing and private evenings, making the storefront and the windows match with the social posts, using Facebook Live to show how cool are the wine testing sessions, designing some new leaflets with a new design and keep talking to customers. Customers are smart and think fast: they find by themselves the way to know. All I got to do was to increase online activity and social sharing/posting to make customers find Galland. I have a lot yet to do but I feel people like "their" brand and their brand is Galland Terroirs.