Patrick Roger: his stores are irresistibly attractive to customers

Some stores are worth the detour, and Patrick Roger’s are among them. I would be willing to travel hundreds of kilometers to immerse myself in the unique atmosphere that each of his sales outlets exudes. So, I couldn’t avoid visiting the one in the Marais in Paris that the Covid pandemic had deprived me. This store is an example for all retailers because it converts passers-by into customers. This is where the brand’s customer experience begins.

The store is located at 43 rue des Archives. The sales area is almost entirely occupied by a vast metal table (signed by Patrick Roger) topped by a glass tray. The products are presented between these 2 layers, in full view but still protected (it’s clever). It is, of course, in the brand’s color codes.

Contrary to what was done in the Brussels store, it is no longer possible to buy by weight (significant reason for disappointment on Google for customers who are fans of a specific chocolate … like me ?). From now on, only already composed boxes can be acquired. The Covid has gone through this. However, the customer is spoilt for choice, and since everything is good, you have to be picky not to find something you like.

Coming back to the store’s decoration, what I always find so remarkable about Patrick Roger is his ability to reinvent his universe around his two favorite colors. No two stores are alike, and each one proposes a unique customer experience based on a changing atmosphere and décor. During my visits in February and March 2022, two enormous chocolate sculptures, no doubt celebrating Carnival, inevitably caught the eye of passers-by.

Patrick Roger is a marketing genius in his ability to use the visual elements of his sales outlet to draw shoppers in and make them fall in love. Because the other characteristic of his stores is this superb, meticulous arrangement of products, this staging is irresistible. And once you’ve tasted Patrick Roger’s chocolates, you can never go back.

Before my eyes, several customer experiences began. Customers came in out of curiosity, attracted by the store’s aesthetics, and left with a product.

By Pierre-Nicolas Schwab Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)