THE BRIEF

Marjane Group is the historical group of the large-scale distribution in Morocco. By bringing the “everything under one roof” concept to the Moroccan market at the end of the 1980s, it was a forerunner. Today, true to its DNA, Marjane wishes to offer a new, renewed, more qualitative, more emotional in-store experience, for more pleasure, more choice and more comfort, and calls upon the experts at Lonsdale to rethink its hypermarket concept.

OUR RECOMMENDATION

A new customer experience and a new route for the new generation Marjane hypermarket whose first two addresses were inaugurated in Casablanca, in the group’s shopping centres: Marjane Californie and Marjane Bouskoura.

“We wanted to push the customer journey to new horizons, to make the customer experience more pleasant and more immersive. We have developed and promoted our exclusive product concepts in integrated channels. We have integrated e-commerce and click & collect more effectively. We have developed local products with our partner cooperatives. We have pushed the share of Made in Morocco…” says Ayoub Azami, CEO of the Marjane Group.

The Marjane hypermarket is now home to the “rue du commerce“, which is deliberately very immersive, luminous and clear, to highlight a range of quality products at affordable prices, through a rewarding experience. Thus, a new offer was created to meet the new expectations of consumers, with “Le comptoir du vrac”, which offers delicatessen products.

With Lonsdale, Marjane has opted for a cornerisation strategy that is unprecedented in Morocco to highlight the different universes (bakery, fishmonger’s, butcher’s, creamery, fruit & vegetables, culture, beauty & health and textiles), each of which has been designed with its own personality to facilitate discovery and make the experience more legible and memorable. Thus the culture universe is reminiscent of the Moroccan tent, and is part of the “Arabian Nights” experience that evokes a famous tale…

Throughout the store, totems remind us of the brand’s commitments, as close as possible to local producers, and always with the same promise for consumers: “I go there, I win there”.

In this new place of life, our teams have taken particular care in the choice of materials, to recall the Moroccan heritage and the local anchoring of the brand, with a sourcing of sustainable materials and decoration favouring local manufacturers and craftsmen, like certain rattan lamps. Atlas stone, terracotta, brass and zelliges dress the spaces with elegance.