In France, 27% of online orders are returned. That’s a return rate of almost 1 in 4 packages. 3 times more than in a physical store. For La Redoute, a brand that has been committed to the French for generations, the brief was simple. Since the brand doesn’t have showrooms, we had to find a concrete solution that would allow our customers to see and test our products before buying.

The Showroom Hotels is a campaign that not only meets the brief, but also achieves two of the brand’s major objectives: to significantly reduce the cost of returns and to reduce the negative impact this has on the planet.

Since La Redoute doesn't have physical stores, we had to find a way to create them. The Showroom Hotels is a unique brand experience based on a never-before-seen partnership. By partnering with France's leading hotel chain Ibis Styles, La Redoute was able to take advantage of 240 hotels to display thousands of items for free. And what could be better than a lobby, a restaurant or a hotel room to display its own furniture? Because in addition to being able to see and test the brand's products, the public could live with them for one or more nights in one of the partner hotels.

To compensate for the lack of physical stores, our strategy was to make the products available in physical locations where the public could see them, test them, and even better, live with them for one or more nights to motivate the act of purchase and to limit the number of returned packages. We therefore reached consumers where they are most likely to interact with the brand's products, in real living spaces like hotels. The strategy adopted paid off as The Showroom Hotels campaign had exceptional results for a budget of zero euros.

First of all, we set up a partnership with Ibis Styles hotels in order to make available La Redoute's best-sellers, i.e. 14,000 products in the chain's 240 hotels throughout France.

Each hotel was carefully decorated to present a unique style and design. These 240 hotels then became 240 unique showrooms dedicated to the brand, in which consumers could

discover our references, see them, test them, and live with them. If they wanted to buy the product, it couldn’t be easier: they just had to scan the QR code present on each product. This QR code redirected the user to the LaRedoute.fr website to discover the product in

question. These showrooms will be in place until the end of 2022, which will allow the brand

to renew its collections several times during the operation.

The campaign was very successful.

240 showrooms dedicated to La Redoute for a whole year.

Compared to the month before the campaign launch, we had:

- traffic on the LaRedoute.fr marketplace multiplied by 2 (Source: La Redoute)

- the showrooms attracted +13% of new customers.

- 6.4 million media impressions for a 0€ investment

And finally, the most important for La Redoute, a significant drop in the return rate for the first time ever.