Redcats Group, e-commerce leader in France
The Web is now at the heart of Redcats Group’s strategy. Interview with its Chairman and CEO, Thierry Falque-Pierrotin.
What is the place of e-commerce in Redcats Group's sales?
TFP: The Internet now represents almost a third of our total activity. With over 1 billion euros in turnover, up by 38%, the web is driving our growth. In France, Redcats Group generated in 2005 478 million euros in turnover and is ranked number one in e-commerce*.
What are the Group’s assets in this new sales channel?
TFP: We have always been involved in the home shopping business lines and processes. A major advantage that Redcats Group holds over its competitors!
Another asset is the democratisation and female participation in Internet sales, in so far as traditionally Redcats Group’s customers are for the most part middle-class women. At the same time, the Internet allows us to recruit new consumers who to date have never received a paper catalogue. Younger, more urban and more active customers looking for fashion products.
How has the Group structured its e-commerce offering?
TFP: The Internet forces each brand to affirm its specialist position within Redcats Group. The flagship “plus size” brands in the United States, Vertbaudet and Cyrillus for families and children, Daxon for Senior citizens… and always, of course, our admiral ship La Redoute that, from fashion to decoration to interiors, navigates skilfully between the Internet and its paper catalogue. It is present in 8 million households in France!
What are your plans regarding e-commerce?
TFP: For example, our new site shopoon.fr. From a key word or an image, you can visit the ten or so companies in the Group concerned by this request, and many other brands very soon. It is “window shopping” on screen with all of the useful information on the product immediately available.
* business to consumer products, excluding travels