New Delhi: Re-launched three years ago, “the Originals Renault store” has seen sales increase fivefold and is continuing to grow strongly. It operates through a number of complementary distribution channels: the historic network, “the Originals Renault store” website and pop-up stores.Renault is continuously updating and expanding the product range, particularly in the run-up to Christmas, where the products will also feature in special TV commercials
A fast-growing business line: Open to everybody – collectors, connoisseurs, compulsive buyers or just casual browsers – “the originals Renault store” includes a range of options to help visitors find their favourite products.
The website is ready for the festive season, with enhanced functions, a simplified ordering process, secure payment and international delivery. It is available in six languages (English, French, German, Spanish, Italian and Portuguese) and is able to ship worldwide. In just three years, the website has increased sales by over 300%. Since the beginning of 2023, “the Originals Renault store” has taken orders from customers from all over the world (almost 50 countries) with an average basket value of EUR 68. The wide range of merchandising includes almost 400 items, ranging from scale models to clothing, children’s toys, skateboards and special collections for specific vehicles or themes, such as tennis or the new rnlt© range.
All of the products are developed as part of an exclusive collaboration with the brand’s designers, who see it as a great way to channel their creative energy.
“Our merchandising business is supporting the brand’s renewal while also helping us boost our image worldwide. Sales of Originals Renault products are growing at a rapid rate. The products are attractive and of good quality, and they contribute to our value creation strategy,” Arnaud Belloni, Chief Marketing Officer, Renault, said.
Merchandising is a strategic activity that taps into the advertising resources deployed for production vehicles. The online store uses advertising campaigns and adaptations of TV commercials to showcase its new products.
The tagline of the TV commercial –à reproduire chez vousor ‘do try this at home’ – is an invitation to make these stories your own with Renault scale models. The commercial was recently updated to show the electric race track now available to order from “the Originals Renault store”.
