Interview with Frédéric Le Guen, CEO, Belambra Club The brand positionnes itself as the number one holiday club in France with 55 clubs at the end of June (56 with Avoriaz, which will open by the end of 2018) in all regions and in the most beautiful destinations, Belambra Clubs has the largest offer of clubs in France. Belambra is the expert in club holidays that are 100% Made In France.
What is Belambra’s DNA?
Our mission is to offer our guests unforgettable memories, powerfully emotional moments, whether they are shared with their families, as couples or experienced alone. Give everyone the opportunity to recharge their batteries, play sports or, of course, celebrate!
Our number-one priority is customer satisfaction, which is constantly improving. It is a daily priority, a real "obsession", a "contract" for managers. My professional career at Darty, then at Fnac and finally at the Amazon platform, gives me a very customer-oriented vision.
I wanted to set up a system to develop a good knowledge of our customers and their expectations. Following a survey conducted over several weeks and more than 225 mystery guest tests, Belambra was voted Customer Service of the Year 2018*, a reward and a source of pride for all our employees. (* Viseo Customer Insights study)
We also want to boost the brand’s reputation. We launched a new signature "Creators of Emotions" and a new TV campaign in 2018 to emphasis our specificities as clubs, embodied by an advertising film directed by Greg & Lio and produced by Quad that adopts codes in the spirit of the times - more fun, younger, lighter.
We have also invested in a stronger presence in television, radio, billboards and the press.
I want innovation and an agile and collaborative culture to become the group’s new modus operandi.
This will allow us to accelerate sales across all digital channels to meet consumer usage. The web is a major sales channel that is developing vigorously as part of an omnichannel strategy (web, mobile, catalogue, physical).
We are also working to redefine the Belambra mobile experience in 2018 through:
- The improvement of the UX, facilitating the act of purchase, enrichment of the product information for a simpler, faster and more reassuring experience.
- The commitment and satisfaction of employees around a new collaborative culture driven by a new management team previously working in pure digital players (Amazon, Sarenza).
What are the group’s projects? What are the development priorities?
After a decade devoted to the modernization of the entire fleet (350 million euros of investment), we are starting a new course and accelerating our development.
The group is shifting into high gear with the inauguration of the extension of the Pins au Riviera Beach Club on the peninsula of Giens in June 2018 and the announcement of a new Club in Avoriaz, after the opening in the last 2 years of 5 new clubs in the largest resorts in the Alps (Morzine, Tignes, La Plagne, Arc 1600 and Arc 1800) which will bring our offering in the mountains to 15 clubs.
We are also opening a new Club in Port Camargue in the near future and our teams are currently discussing the signing of new projects.
We are going to follow this acceleration by opening 1 to 2 new clubs each year.
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