People

THE BRAND, A TACIT CONTRACT WITH THE CUSTOMER

"With the increasing popularity of the web and growing internationalisation of the Group, Redcats has developed the "Brand" dimension.

The Brand signs a tacit contract with the consumer: a clear, ambitious and reassuring commitment. But also an exciting and surprising one to satisfy the customer over the long term.

In the home shopping market, the Brand has strategic significance, even more so than in the classic retail trade. It embodies a product offering, a range of services and a type of customer relations. Here, the Brand  puts forward values and totally controls the way in which they are materialised.

The Brand dimension is embodied in all company jobs and in all channels: Internet, telephony, stores and letters.

In the eyes of the customer, the strength of the Brand is firstly expressed by its products. The more they are unique and in tune with customer needs, cravings or dreams, the more they attract them and gain their loyalty, and the less they are replaceable by other offers or vulnerable to the "price" variable.

Redcats constantly studies customer expectations using leading-edge tools. This close attention reinforces commercial relations and perpetuates the strength of the brand. We also need to maintain operational excellence at all times in order to maximise customer satisfaction."

Olga Villano
SVP, Strategy, Marketing, Development

POINT OF VIEW OF A BRAND MANAGER

ONE MISSION, THREE ASPECTS

 "What's the brand manager's mission? Activating all the levers of the Brand in order to develop it on its potential markets. This involves three aspects. Firstly, defining the pertinence and coherence of the positioning. Then ensuring quality in the conduct of operations. Lastly, implementing the development strategy.
The first aspect concerns all of the brand's distinctive features summarised in the Brand Value Proposition, a sort of DNA of the Brand which the Brand manager needs to uphold.
For Cyrillus, my work has consisted in redefining the fundamental criteria of added value: family spirit, quality, modern/classic style, pragmatism and French aesthetics.

MORE THAN JUST A CONCEPT

The second aspect is highly operational. Having a good concept is not enough. It has to become real and efficient in meeting its objectives. The brand director's work? Ensuring that each department follows the right processes and uses the appropriate means so that, as a whole, the action plans converge on the commercial strategy. To this effect, the brand director coordinates these teams with those of the shared services, in order to increase performance and customer satisfaction.

HELPING EVERYONE

Lastly, the third aspect: putting forward and implementing the Brand's development strategy in all areas – product offering, customer relations, channels, countries. In this respect, I build the Brand's medium-term plan,  define the strategic lines of action and draft a priority action plan to help each team member achieve his/her objectives.
The Brand manager's mission covers all company functions in order to ensure the harmonious development of the Brand. Beyond the strategic and commercial vision of the Brand, my main mission consists in managing the teams and getting them focused on this collective project by promoting the growth of professionalism, performance and personal achievement in everyone."

Emmanuel Toulemonde,
Brand Manager, Cyrillus