Le flux passant des Jeux de Paris 2024 : l’immanquable de l’été

Everyone is going to the Paris 2024 Olympic Games. It's impossible to miss the opportunity. The world's cameras and microphones will be focused on Paris. All the advertisers will want to grab the last spots available, and in the middle of the fray (with 7 to go, this is the Olympics), some will want to capture a steady stream of tourists from all over the world with an underrated medium: the pop up store !

Pop-ups: a medium for reaching consumers during the Paris Olympic Games

The pop-up store is an ephemeral retail installation that is less engaging for brands. A godsend during the 2024 Olympics, to capitalise on this specific period! As a showcase or to test demand, this format adapts to all your needs. As the most intense period for Parisian retail approaches, here are a few essential tips to help you achieve your objectives.

In order to capitalise on the large influx of tourists during the 2024 Summer Games, you need to aim just right. The choice of location is based on a strategy and objectives that need to be defined beforehand. The next step is to find out about the population of the area, the flow of tourists and the retail positioning of the surrounding area.

If you're looking for exposure and notoriety, you'll need to set your sights on a tourist area close to Olympic venues. We've unearthed a nugget for you: a pop-up store on rue du Marché Saint Honoré, a stone's throw from the Tuileries. A large window, a stockroom for logistics, and an alcove to optimise merchandising. On this subject, we highly recommend this article: How to optimise your merchandising? Situated between Concorde and Hôtel de Ville, this location is not to be left on the sidelines.

We've got a second point of sale that'll knock your socks off. A shop on rue Boissy d'Anglas, in an exceptional location. Just a few minutes from the four Concorde venues, which host the skateboard, BMX, break dance and 3x3 basketball events. That's all there is to it. Whether you're looking to acquire new customers, build customer loyalty or raise your profile, this location is sure to turn any trial into a success.

And with fifteen million extra tourists, comes a multiplication of targets in terms of their origins, ages and socio-professional categories. It's the ideal opportunity to challenge your offer and test new concepts, products or services. We use the venue as a genuine media outlet, gathering the opinions of this new clientele. And if you have any questions about collecting opinions, we refer you directly to this article: How do you measure customer satisfaction at the point of sale ?

Brands underestimate the importance of location in their strategies. At a time when the media are over-subscribed and very expensive, retail-media is becoming a game-changer. If you can't be LVMH or Coca-Cola, you can still be visible. Especially as during the Olympic Games, the only media you can control from start to finish is YOUR venue. This is an aspect not to be overlooked if you want to capitalise on the Paris 2024 Games to the full.

The event venue: meet your employees at the Paris 2024 Games

This same flow of visitors will include your employees and partners. As you can see, the second winning combination for making the most of the 2024 Summer Games is to organise a corporate event. Because almost all your guests will be there.

Whether it's a seminar, team-building event or conference, the important thing is to get everyone together. And here too, location matters: whether you're in the heart of Paris or near a train station, the key is accessibility. And when it comes to accessibility, Nestore has a nugget for you.

We offer you a place at the foot of the Réaumur Sébastopol metro station, in the heart of the 2nd arrondissement. Accessible and located less than 20 minutes from the Olympic site of the Paris 2024 Games at the Hôtel de Ville: the Aparté Palestro. This 150m² Haussmann-style flat can accommodate up to 50 people. This hybrid space is equipped with a sound system and cameras for your meetings. It is ideal for conferences with top sportsmen and sportswomen or for sports team building.

For even more immersion in the Summer Games, we've found THE rooftop cinema in Paris, where you can watch the 100m hurdles final on a giant screen... But what if the sun doesn't shine? Change strategy and take refuge in a large 223-seat cinema, the loft, and even a karaoke room, as well as 36 bedrooms. You don't need to be a VIP to make your staff dream or organise a launch party worthy of the name!

In short, to optimise the flow of traffic linked to the Paris 2024 Games, we suggest two solutions. Boost your brand awareness, sales or retail offering with a pop-up store. If you'd rather get your team together, we'd opt for a venue close to the Olympic sites, so you can take advantage of the presence of all your partners!

But the 2024 Olympic Games have a second major strength that can be exploited.

The values of the Paris 2024 Olympic Games: another way to benefit from the event

‍The Olympic Games are also a moment of communion, where fans from different countries and different sports come together to share the same values and the same celebration of sport so dear to Coubertin.

At a time when the values of team spirit, cohesion and ambition are omnipresent among brands, who wouldn't dream of taking part in the Paris 2024 Games ? The Nestore team explains how you can take advantage of the storytelling surrounding the Paris 2024 Olympics, even if you're not an official (or ultra VIP) partner.

Engaging your customers during the Paris 2024 Games

Here, the objective is no longer to make a profit, but to acquire customers, nurture the brand image and build loyalty. Because being at the heart of the event does not always mean contributing to it. We want to be there, to say that we experienced it.

Take the example of the Zara flagship store, which is getting a makeover in the run-up to the Paris 2024 Games. Located on the most beautiful avenue in the world, this shop subtly includes the brand at the heart of the 2024 Summer Games. Zara benefits from high visibility and, above all, is indirectly associated with its values.

As you can see, the ideal strategy is to bank on being close to the symbolic locations of the Paris Summer Olympics. Monuments, emblematic districts such as the Marais, for example! A pop-up shop on rue des Blancs Manteaux, Paris is perfectly suited to this. A 50m² space to create an immersive atmosphere, an exclusive service or a partnership with a sports association, for example.

Not to be underestimated: the personalisation service. A must in the sporting world, but little used in retail. It's a way of enhancing the value of each customer, letting them express themselves, while preserving the codes of sport. A unique souvenir of the Paris 2024 Games to take with you, symbolically. A way for your customers to say they were there too.

Add to that exceptional service. Because that's what makes the difference between a concept store and a truly immersive experience. 

This also applies to corporate events. Personalising the experience for your guests, offering them a service that takes the utmost care to ensure that their encounter with the values of the Paris 2024 Games is a memorable one.

Motiver vos collaborateurs avec l’évènement corporate pendant les Jeux de Paris 2024

Everyone wants to make a personal contribution to the Paris 2024 Olympic Games. An ideal opportunity to bring your teams together! Effective team building with clear values.

We can hear you now: "Good idea, but what do we do? Olympiads, team activities, where team spirit must prevail over competitive spirit. This takes the form of a mixology workshop, a giant Cluedo, or a Buzzer Quiz for the most competitive. Day or half-day, the important thing is to take part... in the 2024 Summer Games! And if you're still looking for activities to offer a memorable experience, we recommend the following article: 10 ideas to inspire and motivate your guests.

And what will make the difference? An exceptional venue. We've selected a rooftop just a stone's throw from the Place de l'Etoile. A breathtaking view over the rooftops of Paris, to get some fresh air during the predictable hustle and bustle of the Paris 2024 Games.

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Ce qu'il faut retenir à l'approche des Jeux de Paris 2024

To sum up, you have two options. You can capitalise on the flow and the presence of several players during the 2024 Summer Olympics, or you can take advantage of the strong values of the event and create a storytelling around them. In both cases, anticipating and setting your objectives will be crucial.

There are still plenty of places to play. Paris is both a big city and an (Olympic) village. The Nestore Group, through its two entities, can help you with your retail operations and the organisation of your corporate events. Without calling on the future gold medalist of retail, know that the location, the experience and the atmosphere created in your venues remain 3 criteria that should not be neglected.

On se retrouve sur le podium ?