Yves Rocher: The customer experience at the heart of the brand transformation

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Introductory session by Claude Boffa, Academic Director of the Executive Programme in Retail and FMCG Distribution at Solvay Brussels School of EM.

Introduction to the three lunches cycle
In an ever-changing retail environment where brands are facing demands of a new generation of “connected customers”, create in-store value has become a must. Customer experiences in point of sales remain extremely powerful to build brand and create interactions worth coming back to and worth talking about. Our three speakers will explain to us how they envision the future of shopping experience and moreover how they manage to extract margin through a branded store approach.

Introduction to the intervention of the day.
Yves Rocher. A man that created a company with one strong conviction: the customer is king and she should be treated as such. The brand was facing lots of challenges in the new cross channel environment. One of the major challenges is to transform the well-oiled internal organization and habits of a brand that has been built through mail-order to become a strong retailer with a customer-centric philosophy. A 3-letter word that implicates major strategic changes starting with making choices on a brand level. At Yves Rocher, we have developed a clear brand vision and strategy with the ambition to become excellent in offering a great experience to our customers in all of our touch points, starting with our stores.

Sylvie Bove – Brand & Consumer Marketing Director, Yves Rocher Benelux

Sylvie has 18 years work experience in the Marketing Communication field.

Therefore she is acquainted with the various facets of the marketing business: as supplier of ad agencies within a model agency, in advertising agencies and at the advertiser’s side.
Actually, Sylvie is Brand & Consumer Marketing Director at Yves Rocher Benelux and member of the board of directors.
In her scope: Pricing strategy and Portfolio Management, Brand strategy, Brand campaigns, PR & Events, Content & Community Management.

Before joining Yves Rocher, Sylvie worked among others at:

Carrefour Belgium
Head of Communication for the hypermarket brand and Brand Manager Private Labels.

Honda Belgium
The mission as freelance Marketing Communications Manager was to develop a brand and communication strategy for the launch of the new Jazz Hybrid.