Integration of E-business within the company – The Redoute

Résumé du document

The Redoute was created in the 1820s. In the past, it was a company specialized in woolen shadowing. Its founder, Charles Pollet, named it in honor of the street where the company was originally implanted, it was the street of "The Redoute", in Roubaix, in the North of France. For more than hundred years, the company knew a strong growth, to 1920s, real period of crisis for the woolen shadowing. But, the administrators of "The Redoute" were going to adapt themselves to the market and create what was going to become the definitive springboard of the store: the woolen sale by correspondence.

"The Redoute" knew quickly the success, and the company was going to publish its first catalog in 1928 and will begin 25 years later to add fields of sector-based activity in its portfolio. Indeed, from 1956, domains leisure activities and furnishing were linked to the already very lucrative market of the wool. The company then became "The department store of the house". It became an agent of the biggest brands and its image corresponded to the fact that the customers wished: a reliable company and was listening to its needs.

The company adapts and innovates all the time, even in 1974, when there was a strike of postal services, which blocked all the deliveries of the products to the customers. Indeed, the company developed its own service of delivery of packages to put in front of this obstacle. Today, "The Redoute" is an institution in France in what concerned the mail-order selling. On the look-out for the new technologies and the pioneer in the marketing research, it is renewed and knows how to seduce customers of all the ages by adapting itself constantly to the new needs. Indeed, to attract more people, the company uses different distribution network: its own shops in urban area; its website; its catalog.