BASE launches pop-up stores in Wallonia: a new concept to enhance customer experience
Marche-en-Famenne, December 3, 2024 - BASE is launching a new concept in Wallonia alongside its existing outlets: pop-up stores. Two temporary stores will open in the next few weeks in the Province of Luxembourg: the first in Marche-en-Famenne on December 3 and the second in Arlon begin January. Besides creating a closer relationship with customers, the aim is to test the potential of new locations while experimenting with new approaches in terms of customer experience, which can then be implemented in its traditional stores. BASE is therefore offering a new customer experience, geared towards digital autonomy.
With the launch of its internet and TV offer last June (https://press.base.be/base-is-launching-onto-the-market-for-fixed-internet-and-tv-throughout-belgium), BASE is seeking to strengthen its presence in the south of the country to support consumers in choosing the right products for their household needs.
"So far, our presence in the Province of Luxembourg has been limited, but we have identified an opportunity in Marche-en-Famenne and Arlon, where we know that customers particularly appreciate direct contact with sales staff", says Laurent Passaniti, head of BASE stores in Wallonia. “These pop-up stores will allow us to fill this gap by creating closer relationships with our customers and offering them an up-to-date experience. Our goal is to meet the specific needs of the region's inhabitants, while testing innovative ideas to promote digital autonomy. The historic center of Marche-en-Famenne, a town known for its strong commitment to the development of digital skills, is the ideal place to launch this innovative concept. If it proves successful, we could extend it elsewhere in Wallonia and even throughout the rest of the country.”
BASE dedicates these spaces to a different kind of customer experience: visitors will find all the products and services available in the traditional BASE stores, but with more interactive support:
"Bye-bye fixed counters and queues: in these stores, advisors will greet customers at the entrance and accompany them with tablets to interact with them on the move throughout their visit. The emphasis will be on the adoption of BASE's digital tools (the MyBASE application and the BASE.be website), with demonstrations and personalized advice, right through to assistance with online sales directly in store. We like the idea that these locations will also serve as laboratories for new customer experiences, which we can then roll out on a wider scale in other BASE stores", explains Laurent Passaniti.
With the pop-up store formula, BASE can easily test new locations, assess their potential and decide whether or not to continue the adventure. The pop-up stores in Marche-en-Famenne and Arlon will be open for an initial period of six months to a year, with a possible extension depending on their success.
These temporary stores are designed to be flexible and sustainable. They are equipped with mobile, reusable furniture, enabling rapid deployment and easy relocation.
The Marche-en-Famenne pop-up store will open its doors this Tuesday, December 3, at the following address: Place du Roi Albert 12A.
The second pop-up store will open in Arlon begin January 2025 at the following address: Grand-Rue, 42.
Bart Boone
