Du Bruit dans la Cuisine enriches its omnichannel experience and improves its conversion thanks to JOIN

Du Bruit dans la Cuisine now has 32 stores across France, 40 million euros in turnover and 300 employees, with a steady pace of five new openings per year. Behind this growth, a strong conviction: digital is not just one channel among others, it is the link between a coherent omnichannel experience.

Simon Tordjman, General Manager, manages a broad scope including logistics, digital and content strategy. Its objective: to create for each customer, online and in store, a feeling of belonging to a community that likes to cook with the best utensils.

Despite an active digital presence and a committed community on social networks, Du Bruit dans la Cuisine faced several challenges:

• An in-store experience disconnected from digital : the rich experience offered online could not be found at the point of sale. Salespeople lacked visual tools to support their discourse.
• A need for product reinsurance : with utensils of up to €150, customers needed to plan ahead with the product before buying: understand how to use a high-end frying pan, see the result of a recipe, etc.
• Product sheets to be enriched without adding weight : with 2,500 to 3,000 references, the challenge was to provide more useful content without overloading the product sheet or losing the customer in a catalog of plugins.
• A small digital team : only three people to manage the entire digital strategy, which required simple, fast and autonomous tools.

Du Bruit dans la Cuisine has integrated JOIN on two complementary axes: this is the originality of their use case.

On the e-commerce site: shoppable videos are placed directly on the product sheets, before the CTA. They show the products in situation (recipes, use, maintenance), provide reassurance on premium purchases and allow Instagram content to be reused on a proprietary platform.

In store: JOIN is deployed via QR codes and tablets. Salespeople rely on videos to illustrate their speech, and customers access them in self-service. The digital experience is extended at the point of sale.

The installation via the Shopify plugin was quick. With a digital team of only 3 people, the simplicity of the tool is key: everyone edits and publishes without a technical profile.

Product sheets equipped with shoppable videos convert significantly better than those that don't have shoppable videos. A/B testing makes it possible to quickly identify the best performing stories and to optimize continuously.

On the quality side, customer feedback is very positive (in reviews as well as in stores) and sellers note a better projection of customers with the products.

Bonus: JOIN also serves as an internal training tool for the 300 employees who manage 2,500 to 3,000 references on a daily basis.