Maisons du Monde, with an “s”, launches its loyalty program, My World Housethis time in the singular. In a way, everything is said about the intended ambition. The brand wants to pamper its customers and offer them the most personalized loyalty program possible. In France, there are already 4.5 million of these customers and Maisons du Monde hopes to see this figure rise beyond 5 million.
Because, of course, the challenge is there: to recruit, again and again, and, therefore… to retain. “ The key question is that of the second purchase », admits Guillaume Lesouef, brand, offer and CSR director of Maisons du Monde. This repurchase, in these times from a stronger is difficult to operate.
The furniture market in pain
This is true for Maisons du Monde but it is true, obviously, for all players in the sector. We must indeed keep in mind the results of the year, for the moment: at the end of August 2024, the furniture market in France is down 6.2%, according to Ipea (Institut de prospective and furniture studies). And this comes on an already very delicate basis of comparison since in 2023, this same market had declined by 2.5%.
For Maisons du Monde, which in the first half of 2024 achieved 48% of its sales via furniture (and therefore 52% on decoration), this obviously weighs. Thus, during this first half, the group saw its business volume reach 559.6 million euros, down 8.4%.
A three-tier loyalty program
That said, we better understand the why of this loyalty program. Free, it is presented in three strata, depending on the amount of purchases made during the year: likers spend less than 200 euros (they represent between 70% and 80% of the Maisons du Monde customer base), lovers spend between 200 and 999 euros (they represent 10% of customers) and, finally, addicts : they spend more than 1000 euros per year and make up 5% of the customer base.
A content platform to strengthen brand attachment
Customers in the last two categories, in addition to the advantages indicated, will be entitled to a little extra which plays on the community fiber, in the noblest sense of the term. They actually have access to Maisons du Monde service +a rich content platform with more than 50 hours of program.
In detail, 75% of this content is specific to Maisons du Monde and 25% comes from external sources, established in partnership with Alchemin, a specialist in editorial support. From decorating services and tips, to “committed” documentaries, including behind the scenes of the creation of Maisons du Monde collections, this platform aims to share the values dear to the brand.