New eco – For the new director of Toison d’Or in Dijon, “it’s important to reinvent yourself”!

the Golden Fleece Shopping Mall in Dijon, the reference at regional level remains. At the commercial level, its turnover is even higher than in 2019, before the health crisis. Its new director, Slim Keller, intends to maintain and develop the site’s attractive image and regional appeal. He is announcing the arrival of new brands and has plans in his head to make this commercial space the right place to live. Maintenance.

Slim Keller, new director of the Toison d’Or shopping center in Dijon © Radio France
Christophe Tourne

Slim Keller, what does it mean to be a mall manager?

The mall is a building. There are several tenants in it. The goal is therefore to greet our traders first, to ensure that they have everything they need to be able to “work”. In fact, it’s a pretty versatile job. You have the technique, you have the marketing, you have the sales. This requires very versatile activity. This is a really remarkable situation. That’s all I like. You just have to be curious and take an interest in everything. Then we have teams that supervise us, that accompany us so that we can develop our business.

You already have experience in this field, as you mainly managed the “Côté Seine” shopping center in Argenteuil in the Paris region, where, for example, you imagined a musical springboard. Is this the kind of event you plan to organize here at the Golden Fleece?

The music is one of the songs I especially like. We are also waiting for some great operations that will take place in the summer, where we will set up outdoor terraces. We have already set up the tables, a little everywhere at the 1st door in front of the tram. There are more and more people who naturally sit down at these tables. So we started working on the terrace concept, which was much more structured and expanded. And the goal is to organize events for this purpose.

The goal is to make this commercial space user-friendly?

Today, shopping malls are more than just shopping, they are also places for living, a place for social experiences, a place for social activities. It is important that you reinvent yourself. We are a regional center that enjoys a very good image and the goal is certainly to maintain this position, but we must know how to maintain it. So we try to do it with humility.

Are new signs expected?

Yes, we do have an “Action” store coming soon. But we also have Tommy Hilfinger, who will open very soon. Which is very good, because there is no such brand of ready-made clothes in Dijon, so we will be able to offer our customers, our visitors a super quality store and it will be great! It sells a lot of things that are super cool, from dresses to polo shirts and sweaters.

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You took office on March 10th. What are your first impressions of the health of the Golden Fleece after two years of health crisis?

I am glad that I have already decided in the direction of the Golden Fleece. A little anecdote, a month before I took office, as an incognito boss, I had a little fun visiting the center. And it’s true that customer service pleasantly surprised me. I came, in this case no one knew me, so there was no pretense. And the merchants received me very, very warmly and the center seemed wonderful to me. A lot of things have been done by my predecessors and the band and I hope to stay in that and continue to improve the image of the center.

How do you compare this mall with others? Is this a center that can still be developed?

For a center that is almost 30 years old. I still think she’s really beautiful. It is large, spacious. We have a very good offer for leisure and catering, as well as for shopping. In addition, we are carrying out several actions that also enable the democratization of various local actors, as the goal of the Golden Fleece is also to integrate into its local fabric.

Did the health crisis affect the visit?

This has affected all of us in France. We will not lie either. Interestingly, since the abolition of wearing masks, our customers keep coming back. Let me tell you a very simple indicator, traffic, although of course I can’t give you all the numbers, is higher in February this year compared to 2019, which was a normal year. This shows us little of the good health of the center and I remain quite optimistic about the future.

Can we quantify the number of people who come to the mall each year?

During the closure, we had apps that allowed us to filter in real time. So yes, we can count. We are lucky that our customers come from far away, about 150 kilometers. And it is true that we will continue to work in this direction to continue to attract them.

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Elvira Parkinson

"Alcohol scholar. Hardcore tv junkie. Wannabe bacon enthusiast. Twitter fanatic. Subtly charming travel guru. Pop culture specialist."

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