“For Gourmets”, when the family business Girard & Roux tackles e-commerce – Small business> Retail

Founded in 1953 in Grenoble, Girard & Roux presents itself as a distributor of food raw materials and equipment for confectioners, bakers, restaurateurs and other catering establishments. Now it caters to cooking enthusiasts by offering them professional products through a “For Gourmets” e-commerce site.

When it was launched, Girard & Roux was aimed at the bakers of Grenoble. “Thanks to a scooter we have offered two yeast references “says Laurent Garcier, CEO. The company rapidly expands its business. Seventy years later, the company has been run by Laurent Garcier since 2017, 39, grandson of Mr. Roux. He joined the family business at the age of 25, holding various positions: preparation and delivery of orders, counter sales and accounting.

The launch of an e-commerce site to meet the new market expectations

This e-commerce launch responds to the desire to develop the digital component “reinforced from the pandemic and confinements during which consumers ordered more on the Internet “explains Laurent Garcier, CEO of Girard & Roux. Through the website, nWe are expanding our clientele by offering people the opportunity to equip themselves like professionals “. Only the packaging changes: from five kilos when they are intended for professionals, they go down to one kilo for individuals. Opened a year ago, the site has 2,000 references. “Although we cater to all individuals, we note that our clientele is very feminine: women aged 35 to 60 who like to cook “, commented Laurent Garcier.

In terms of logistics, the company relies on DPD and Chronopost “to ensure delivery within 24-48 hours sharp ride or at buyers’ homes “explains Laurent Garcier.

Economic and human investments needed

To carry out its project, the company created three positions in the fields of logistics, marketing communication and customer service. The investments don’t stop there: 50,000 euros are also needed for the development of the Pour les Gourmets site. If the company records 17 million euros in turnover in 2021, the merchant site still represents “a small part“, Explains its leader. “We hope to reach 350,000-400,000 euros on digital within two or three years “. To achieve this, Pour les Gourmets uses social networks via Facebook and Instagram (3,500 followers) and collaborate with influencers. “To get started in e-commerce, you need to carefully select your technical partners and do not hesitate to invest in communication “stressed Laurent Garcier.

Diversified products

Among the first 3 products, “the cchocolate pastry in guns, fruit puree and baking molds “. Consumer purchases follow a certain seasonality. “We are most popular from September to January, with holiday specific items such as Christmas log sprays, explains the CEO. We also havet a photo sales approaching Easter“.

The platform records about fifteen orders per day, with an average basket of 55 euros

The average basket fluctuates around 55 euros. The platform records about fifteen orders daily. “Our supply chain is able to process up to 100 orders per daysays the boss. The goal is to reach 150 orders per week “.

In the future, “the site intends to increase its presence on social networks through partner on YouTuto be and perhaps, ultimately, to create [ses] own videos “confides Laurent Garcier.