Last year, Tom & Co. unveiled a new store concept in Nantes (see PET worldwide 5/2018), which was implemented shortly afterwards at some other locations. The Belgian pet supplies retailer set itself the target for 2019 of increasing its number of stores in France beyond the figure of 40 outlets. Twelve new stores are scheduled to open this year, some of which are already in operation. The main focus continues to be on the area where Tom & Co. already has stores, meaning around Paris and in western and northern France. The company intends to increase its store density here.
Three new outlets
In Yannick Hamard the retailer has acquired a franchise partner for the Calais-Coquelles store in western France with many years of experience in the cosmetics sector and a good nose for customer trends. The Tom & Co. store there has a retail area of nearly 500 m2 and also operates a dog washing facility and grooming salon (Le Beauty). Another new feature at Tom & Co. is Drive, a new tool that enables customers to drive in and collect goods ordered from the store without having to get out of their car. A second new store is located in Houdan, to the west of Paris. The 566 m2 store is run by Stéphanie Sellier, who had previously opened a Tom & Co. outlet in Rambouillet. Her husband Patrick Pereira has taken over management of the store and is also responsible for services such as the dog wash at the new outlet. Gruchet-le-Valasse, close to Le Havre, is the location for Tom & Co.'s third new store. This franchise is run by Stéphane Cody, who has even undertaken an eight-month training course to become a pet supplies retailer.
This year the dynamic retail company also intends to venture in stages into the south and east of France. It is expected to head first for the region around Lyon in the south-east of the country and open new outlets in Bourges, Dijon, St. Nazaire, Mantes, Givet and La Roche sur Yon. The aim next year is to establish the first Tom & Co. stores in the Bordeaux region in south-west France, taking the company past the milestone of 50 French stores.
New loyalty card
In parallel with expansion, Tom & Co. is working hard on its corporate image. It recently launched a new customer loyalty card in Belgium, France and Luxembourg with the name Coloco. Considerable thought went into this name, which stands for Community (CO), Loyalty (LO) and Co in Tom & Co. (CO). For card holders, Coloco offers countless discounts and special…