Emmanuel Juffroy. Credit: Linkedin
Emmanuel Juffroy, CEO of Cartridge World France, Southern Europe & West Africa, spoke on changing the visual identity of the franchise and its new 3D printing options.
Speaking at Franchise Expo Paris 2015 in an interview with L’Officiel de la Franchise, Juffroy said the company has decided to change its visual identity “because we’ve been in France for 10 years now and for more than 25 years in Australia, so the brand needed to be renovated, to be updated.
He added that colours were an important factor as “we wanted to renovate our visual harmony with our business model, that’s the quality products, so we went with more modern colours such as grey and pink. We gave up on yellow as it had too much of a “discount” connotation”.
The new design for Cartridge World France’s shopfront was unveiled in March 2015. Juffroy described it as a “major milestone in the life of our brand” at the time.
The CEO was also asked about how the franchise’s facelift would be funded, answering that that website is “going to provide all the possible digital and marketing tool […] without any cost, because it’s done ahead at the headquarters”. Meanwhile, the national communication budget for the brand would contribute 50 percent of the investment, “which will effectively take charge of this change”.
3D printing also came up in the discussion, as Cartridge World France has recently begun offering this service. Juffroy explained: “We want to be in a constant evolution, as a franchiser always has to ask itself how to bring new services to its franchise.
“Services are chosen according to the consumer needs. We couldn’t avoid 3D printing, which is an emerging sector. We offer 3D prints to our specialist and professional clients for study offices, and prototypes for architecture offices.”
For the group’s franchises, CWF is planning to “implement a service enabling them to offer this service to their clients, even if they are not actually manufacturing the 3D prints”.
He added that the franchise in the French city of Lille, the first one to sign a contract with them 10 years ago, is “facilitating the service for the whole network”.