In 2019, while Mr. Roché was Director of the Concept PROPÊCHE network, a study showed that several points of operation of the Concept PROPÊCHE network required a renewal to ensure its perenniality. It is at the end of this one that the decision to integrate the Concept PROPÊCHE stores into the Territoires Nature network is taken. Mr. Roché explains us.
"First of all, the economic model of Concept PROPÊCHE was based on the will to create a national identity, out of step with the will of its members, independent retailers, who claim their own specificities according to their market. This goes hand in hand with the fact that the stores need an " Because of a large reference of suppliers complementary to fishing (hiking, horse riding, cutlery, footwear, hunting clothesâ?¦) Territoires Nature answered perfectly to the demand of diversification of the offer of the Concept PROPECHE stores. The decision to merge was taken very quickly. Â" communication corresponding to their specific needs and their commercial animation programs. Also, from 2008, Concept PROPÊCHE has developed products imported from China. This was an economic pillar of Concept PROPÊCHE until 2013, but it lost its interest over the years with the arrival of Chinese sites on the one hand, and on the other hand, because the brands became more and more important and vectors of traffic in store. Passionate fishermen now tend to be attached to very specific brands, meeting specific needs. Finally, Concept PROPÊCHE was focused on a 100% fishing activity which is very complicated nowadays because of the strong seasonality of this activity characterized by a long winter period and little generating turnover. There was therefore a real need to open the stores to other types of outdoor activities, according to the local specificities of each one
For its part, the Territoires Nature network, a subsidiary of the INEDIS group (specializing in the affiliation of independent retailers) already had about a hundred affiliated stores specializing in fishing.
Â"Without losing their DNA as fishing specialists, the diversity of suppliers and the opening on the other departments mentioned above will allow the stores to diversify their offer and bring in customers even during off-peak periods. Also, the retailers will be able to count on a strong commercial dynamic thanks to the presence of Philippe Gallou, former Purchasing Director of the Pacific Pêche network, whose objective will be to bring to the retailers the right products at the right prices. In addition, retailers will benefit from additional "
Each store affiliated with Territoires Nature will now be able to join a national group and benefit from better commercial conditions with partner suppliers as well as services that will help them on a daily basis.
" services, particularly in terms of communication, since the network now has its own communication agency with IS COM, capable of providing all types of media, both physical and digital, to all affiliated stores. We have also set up an extranet that allows each retailer to save a lot of time in the search and selection of products since all of our suppliers' databases are referenced there
On their side, consumers will also benefit from this new organization since the network aims, among other things, to develop exclusive products in partnership with the brands while guaranteeing competitive prices compared to those charged on the Internet, as Mr. Roché explains.
"à la carte"
On the strategy side, the Territoires Nature network wishes to accompany its affiliates via training in the evolution of consumption modes proper to our time and with the imperative to maintain the link between the stores and the fishermen.
"Visually there will be no difference for the consumer. The offer will still be in the hands of the retailer who will continue to make his own selection. On the other hand, to better meet the needs of fishermen, and in partnership with the brands, we will develop exclusive technical products such as unique colors of lures, rods, a range of specific luggage (etc.) in order to bring differentiation in stores with products offering real added value to the user. Also, nowadays, it is essential to guarantee competitive prices with respect to the internet in order to ensure the durability of retailers. "
Finally, Guillaume Roché insists on the importance of maintaining the network of retailers for the dynamics of the fishing sector in France and specifies the specific advantages of the stores which are the advice, the service and the availability of the products, which distinguish them from the web platforms.
Â"We want to continue our national development, but always in a coherent geographical location. We want to continue to provide services to retailers because consumer trends are changing and it is imperative that we keep pace with them. We also want to provide them with solutions for the digitalization of their point of sale, a necessity that the closure has highlighted. During this period of administrative closure, the store, which has its own website, was able to maintain the link with its customers and thus a saving flow of activity. On the other hand, it is fundamental that each store is present on the social networks in order to post some news according to their arrivals for example, which allows to maintain this human link with their customers outside the store. There is a real desire on my part to provide in-store training, as already exists in many other areas, on Communication and Merchandising (shelving, stock management, etc.)."fishing radio" The added value of a store lies in the ability of the retailer to listen to his customer, to advise him, to provide him with equipment that meets his expectations, and to ensure the service (maintenance, repair, after-sales service¦). And then, a store is a guarantee as for the availability of the products and at the same time will have the faculty to be able to order specifically a product according to the request of the customer. Finally, it is above all a place of life where fishermen come to immerse themselves. It is here that they will be able to buy their fishing card but also to listen to the local "
