{"id":13666,"date":"2018-11-06T14:26:15","date_gmt":"2018-11-06T14:26:15","guid":{"rendered":"http:\/\/blog.thestorefront.test\/la-cave-a-vin-le-projet-ephemere-de-lidl-a-loccasion-de-la-foire-aux-vins\/"},"modified":"2020-03-05T09:12:46","modified_gmt":"2020-03-05T09:12:46","slug":"la-cave-a-vin-le-projet-ephemere-de-lidl-a-loccasion-de-la-foire-aux-vins","status":"publish","type":"post","link":"http:\/\/167.172.135.46\/fr\/la-cave-a-vin-le-projet-ephemere-de-lidl-a-loccasion-de-la-foire-aux-vins\/","title":{"rendered":"La Cave \u00e0 Vin : Le projet \u00e9ph\u00e9m\u00e8re de Lidl \u00e0 l&rsquo;occasion de la Foire aux Vins"},"content":{"rendered":"<p>C&rsquo;\u00e9tait l&rsquo;\u00e9v\u00e9nement de la rentr\u00e9e 2018 : l&rsquo;entreprise de distribution\u00a0<strong>Lidl<\/strong> a lanc\u00e9 sa <strong>Cave \u00e0 Vin \u00e9ph\u00e9m\u00e8re<\/strong> en plein Paris, dans le <strong>quartier du Marais, <\/strong>dans un<strong> espace trouv\u00e9 sur Storefront<\/strong>. D\u00e9j\u00e0 \u00e9quip\u00e9e de 17 boutiques en propre dans la capitale, Lidl a souhait\u00e9 faire conna\u00eetre ses vins haut de gamme en y consacrant un espace \u00e9ph\u00e9m\u00e8re d\u00e9di\u00e9 pendant 10 jours. Un timing parfait, en pleine Foire aux Vins 2018 et en pr\u00e9paration du lancement de son site internet.<\/p>\n<p>Retour en images sur ce projet innovant avec ceux qui en parlent le mieux, les responsables de l&rsquo;op\u00e9ration.<\/p>\n<p><a href=\"https:\/\/www.thestorefront.fr\/?utm_source=Blog&amp;utm_medium=Article&amp;utm_campaign=Success%20Story\"><img class=\"aligncenter wp-image-10435\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2018\/11\/image-2-compressed.jpg\" alt=\"\" width=\"583\" height=\"388\" srcset=\"http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed.jpg 6159w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-300x200.jpg 300w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-768x511.jpg 768w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-1024x682.jpg 1024w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-810x539.jpg 810w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-1140x759.jpg 1140w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-2-compressed-272x182.jpg 272w\" sizes=\"(max-width: 583px) 100vw, 583px\" \/><\/a><\/p>\n<h4>Le pourquoi<\/h4>\n<p><em>\u00ab\u00a0Trois raisons principales nous ont pouss\u00e9es \u00e0 nous lancer dans l&rsquo;\u00e9ph\u00e9m\u00e8re par le biais de cette Cave \u00e0 Vin.<\/em><\/p>\n<ul>\n<li><em>Faire parler de l\u2019enseigne, faire le buzz. Nous sommes conscients qu\u2019il est toujours bon d\u2019\u00eatre pr\u00e9sent dans les esprits et le pop-up store est un excellent moyen de faire parler d\u2019une entreprise<\/em><\/li>\n<li>S<em>urprendre notre client\u00e8le, la presse et faire adopter une vision diff\u00e9rente de l\u2019enseigne : il s\u2019agit d&rsquo;ouvrir un point de vente diff\u00e9rent et d\u2019offrir une exp\u00e9rience in\u00e9dite.<\/em><\/li>\n<li>D<em>onner envie de (re)d\u00e9couvrir Lidl en profitant du <strong>contexte de la Foire aux Vins<\/strong> et du <strong>lancement de notre site internet<\/strong>.\u00a0\u00bb<\/em><\/li>\n<\/ul>\n<h4>Le concept<\/h4>\n<p><em>\u00ab\u00a0En ouvrant la Cave \u00e0 Vin Lidl, nous voulions nous approcher du concept de caviste.<\/em>\u00a0<em>L\u2019objectif \u00e9tait de faire d\u00e9couvrir une s\u00e9lection de vins de notre Foire aux Vins ainsi que l\u2019offre premium, la S\u00e9lection du Caviste, pr\u00e9sente toute l\u2019ann\u00e9e en rayon. \u00c0 cela s\u2019ajoute quelques r\u00e9f\u00e9rences compl\u00e9mentaires de produits type \u00e9picerie fine (calisson d\u2019Aix, foie gras, brisures de truffes ou encore pain d\u2019\u00e9pice\u2026) et des pieds de vigne pour habiller les terrasses parisiennes ! Enfin, pour les clients le souhaitant, un service de livraison \u00e0 domicile en scooter \u00e9lectrique \u00e9tait propos\u00e9 \u00e0 Paris intra-muros pour offrir un confort d\u2019achat maximum.\u00a0\u00bb<\/em><\/p>\n<p><a href=\"https:\/\/www.thestorefront.fr\/?utm_source=Blog&amp;utm_medium=Article&amp;utm_campaign=Success%20Story\"><img class=\"aligncenter wp-image-10433\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2018\/11\/image-0-compressed.jpg\" alt=\"\" width=\"732\" height=\"487\" srcset=\"http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed.jpg 4928w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-300x200.jpg 300w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-768x511.jpg 768w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-1024x682.jpg 1024w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-810x539.jpg 810w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-1140x759.jpg 1140w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-0-compressed-272x182.jpg 272w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/a><\/p>\n<h4>Le lieu<\/h4>\n<p><em>\u00ab\u00a0<strong>La localisation est primordiale<\/strong> pour faire parler d\u2019un pop-up store, nous cherchions vraiment un espace central et tr\u00e8s passant, un emplacement qui surprenne : le lieu trouv\u00e9 dans le Marais \u00e9tait id\u00e9al ! Il fonctionnait comme une v\u00e9ritable vitrine pour notre enseigne et nous a permis de cibler aussi bien les parisiens que les personnes de passage.\u00a0 C&rsquo;est important car cela permet de faire passer les bons messages \u00e0 la bonne cible.<\/em><\/p>\n<p><em>Le principal challenge \u00e9tait de proposer un lieu diff\u00e9renciant, tout en gardant notre identit\u00e9.\u00a0\u00bb<\/em><\/p>\n<h4>Le timing<\/h4>\n<p><em>\u00ab\u00a0Nous voulions que la boutique \u00e9ph\u00e9m\u00e8re commence au moment du lancement de la Foire aux Vins et au moment du lancement du site de vin e-commerce \u2013 le 5 septembre. Ce choix strat\u00e9gique nous a permis de capitaliser sur un temps fort et coh\u00e9rent par rapport \u00e0 notre produit. \u00ab\u00a0<\/em><\/p>\n<p><a href=\"https:\/\/www.thestorefront.fr\/?utm_source=Blog&amp;utm_medium=Article&amp;utm_campaign=Success%20Story\"><img class=\"aligncenter wp-image-10436\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2018\/11\/image-3-compressed.jpg\" alt=\"\" width=\"671\" height=\"447\" srcset=\"http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed.jpg 4928w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-300x200.jpg 300w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-768x511.jpg 768w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-1024x682.jpg 1024w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-810x539.jpg 810w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-1140x759.jpg 1140w, http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/image-3-compressed-272x182.jpg 272w\" sizes=\"(max-width: 671px) 100vw, 671px\" \/><\/a><\/p>\n<h5><a href=\"https:\/\/www.thestorefront.fr\/?utm_source=Blog&amp;utm_medium=Article&amp;utm_campaign=Success%20Story\">Vous aussi, trouvez votre boutique \u00e9ph\u00e9m\u00e8re id\u00e9ale sur Storefront !<\/a><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>C&rsquo;\u00e9tait l&rsquo;\u00e9v\u00e9nement de la rentr\u00e9e 2018 : l&rsquo;entreprise de distribution\u00a0Lidl a lanc\u00e9 sa Cave \u00e0 Vin \u00e9ph\u00e9m\u00e8re en plein Paris, dans le quartier du Marais, dans un espace trouv\u00e9 sur Storefront. D\u00e9j\u00e0 \u00e9quip\u00e9e de 17 boutiques en propre dans la capitale, Lidl a souhait\u00e9 faire conna\u00eetre ses vins haut de gamme en y consacrant un &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"http:\/\/167.172.135.46\/fr\/la-cave-a-vin-le-projet-ephemere-de-lidl-a-loccasion-de-la-foire-aux-vins\/\"> <span class=\"screen-reader-text\">La Cave \u00e0 Vin : Le projet \u00e9ph\u00e9m\u00e8re de Lidl \u00e0 l&rsquo;occasion de la Foire aux Vins<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":36,"featured_media":13667,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1620,2471],"tags":[1520,1666],"qubely_featured_image_url":{"full":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",4928,3280,false],"landscape":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",1127,750,false],"portraits":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",481,320,false],"thumbnail":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min-150x150.jpg",150,150,true],"medium":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min-300x200.jpg",300,200,true],"medium_large":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min-768x511.jpg",768,511,true],"large":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min-1024x682.jpg",1024,682,true],"1536x1536":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",1536,1022,false],"2048x2048":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",2048,1363,false],"qubely_landscape":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",1127,750,false],"qubely_portrait":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",481,320,false],"qubely_thumbnail":["http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg",140,93,false]},"qubely_author":{"display_name":"Stephanie Kidder","author_link":"http:\/\/167.172.135.46\/fr\/author\/skidder\/"},"qubely_comment":0,"qubely_category":"<a href=\"http:\/\/167.172.135.46\/fr\/category\/success-stories-fr\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"http:\/\/167.172.135.46\/fr\/category\/success-stories-france-fr\/\" rel=\"category tag\">Success Stories France<\/a>","qubely_excerpt":"C&rsquo;\u00e9tait l&rsquo;\u00e9v\u00e9nement de la rentr\u00e9e 2018 : l&rsquo;entreprise de distribution\u00a0Lidl a lanc\u00e9 sa Cave \u00e0 Vin \u00e9ph\u00e9m\u00e8re en plein Paris, dans le quartier du Marais, dans un espace trouv\u00e9 sur Storefront. D\u00e9j\u00e0 \u00e9quip\u00e9e de 17 boutiques en propre dans la capitale, Lidl a souhait\u00e9 faire conna\u00eetre ses vins haut de gamme en y consacrant un\u2026","jetpack_featured_media_url":"http:\/\/167.172.135.46\/wp-content\/uploads\/2018\/11\/1POP-UP-STORE-LIDL-FRANCE-12-min.jpg","_links":{"self":[{"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/posts\/13666"}],"collection":[{"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/comments?post=13666"}],"version-history":[{"count":2,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/posts\/13666\/revisions"}],"predecessor-version":[{"id":22090,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/posts\/13666\/revisions\/22090"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/media\/13667"}],"wp:attachment":[{"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/media?parent=13666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/categories?post=13666"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/167.172.135.46\/fr\/wp-json\/wp\/v2\/tags?post=13666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}