The pandemic has not only had negative effects for furniture retailer Germain Larivière. The company took advantage of the forced break to take action and accelerate its digital shift in order to serve its customers even better.
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For several weeks, the three Germain Larivière stores in Saint-Hyacinthe, Laval and Brossard had to close their doors at the start of the pandemic. Unlike other retailers, the company founded in 1957 could not rely on online sales to make up for losses.
“We mainly sell Quebec furniture that can be personalized,” explains David Larivière, executive vice-president. Customers therefore have the option of choosing between different fabrics in a variety of colors as well as the desired degree of firmness for the seat. Currently, online sales technologies do not allow this personalization. There is also that for high-end furniture as well as for appliances, buyers prefer to see before making their choice. “
During this period, Germain Larivière nevertheless offered an online chat service to its customers which was very popular. However, it put the company’s IT systems to the test, revealing the urgent need to go digital. “It’s a project that was already on the table, but that we are accelerating. Consumers have changed the way they shop. In addition, our clientele is getting younger, we need new tools to serve them well, ”explains David Larivière.
When stores reopened in the spring, Germain Larivière recorded an explosion in sales. As we know, many Quebecers have decided to transform their interior during confinement. A phenomenon that has not yet run out of steam. “We had to take action,” he says.
STEP BY STEP
Undertaking such a shift represents a major project for this family business. “We are going in stages and we involve the staff in the process to obtain the best results,” says David Larivière.
One of the first decisions taken was to improve connectivity by opting for optical fiber from Fibrenoire, a subsidiary of Videotron Business. “We have gained in stability both for the Internet and for the telephone system. All our establishments, whether it is the stores or our distribution center, are now equipped with this technology. We now have an interconnected computer network, which makes our lives easier. “
DEVELOPMENT PROJECT
That said, Germain Larivière does not just invest in technology. This fall, the retailer announced the construction of a new distribution center valued at $ 40 million in Longueuil. Covering an area of 260,000 sq. Ft., The new building, which should be delivered in spring 2022, will increase storage capacity by nearly 50% and deliver merchandise more quickly to customers.
The company will thus be in a better position to support sales growth and its expansion plans. Indeed, the banner plans to open other stores in the province and could even establish itself in Ontario, which would constitute a first breakthrough outside Quebec.
In this context, David Larivière is pleased that the company has invested to increase its technological capacity. “We will thus be better equipped to meet the many challenges of the retail sector,” he concludes.