When Co-creation Becomes the Beating Heart of a Store: The Case of “Le Petit Bazar”
Résumé
According to the French Toy-Childcare Industries Federation, France spends over 3,277 billion euros in toys, thus making the country the second largest European consumer of toys (after the UK). Always more demanding about the quality and the origin of the products, customers are looking for original items compared to the standardized products of the specialized toy stores. In this context, how can retailers (and more particularly small shops) provide customers with more suitable products?