Committed to innovation and sustainable development, Bouygues Immobilier seeks to make life better for all its customers and to contribute to a mixed, adaptable, smart and efficient urban environment. New uses and lifestyles are the starting point for its urban developments, designed to meet user expectations as closely as possible. It bases its future growth on the following three strategic priorities:
A premium, use-centred customer experience
A successful customer experience is central to Bouygues Immobilier’s strategy, driven by three concerns:
- a reinvigorated purchasing process the purchasing process for residential properties was fully overhauled with the roll-out of a new “BI Store” sales space concept featuring a warm and friendly atmosphere designed to help customers better buy into their home acquisition project and forge strong links with them. In 2018, Bouygues Immobilier introduced a customer relationship management (CRM) system – a digital platform that allows customers to choose customised services, fixtures and fittings – and visits to residents to measure their satisfaction once they have settled into their new home.
- personalised homes with built-in modularity and innovation: Bouygues Immobilier’s flexible, customisable and connected homes are user-centred. Flexom, a service package for connected, smart homes launched in 2016, is now integrated into 13,000 properties, 4,200 of which were handed over in 2018. In 2018, Bouygues Immobilier also launched “Entre Voisins”, a social media app that helps to create a friendly atmosphere in apartment buildings by encouraging residents to exchange services. Bouygues Immobilier has also speeded up the digitisation of its customer experience, introducing a number of innovations including a 3D immersive visit of a show apartment that enables customers to choose their options early in the process and a configurator that shows the price and dimensions of their chosen options.
- workplaces adapted to new approaches: Bouygues Immobilier is responding to the new challenges of the changing workplace (reversibility, well-being in the workplace, control over energy use and coworking) with its three commercial property packages: Green Office, Rehagreen and Nextdoor. Its strategy is to maintain its leading position in the positive-energy segment with Green Office, expand its Rehagreen® office rehabilitation activity in a sector with increasingly obsolescent buildings and become a European leader in the coworking segment with Nextdoor, by opening over 50 sites by 2022 (10 Nextdoor coworking sites were already in use in 2018).
Sustainable development : from single buildings to neighbourhoods
Nearly ten years after the launch of the Green Office positive-energy office building concept, some 20 Green Office projects had been handed over or were under construction in 2018, such as the Colas headquarters building in Issy-les-Moulineaux, handed over in July 2018.
In 2011, Bouygues Immobilier created UrbanEra®, a division dedicated to the design of sustainable and mixed-use neighbourhoods. The aim is to design mixed-use neighbourhoods with a cohesive identity and to create value for all those involved, whether residents, not-for-profit organisations, employees, entrepreneurs, investors, local authorities, local politicians or development agencies. A number of neighbourhoods had already been completed by the end of 2018, such as Ginko, Fort d’Issy and Font-Pré, inaugurated in Toulon in April 2017. Several more are being developed, such as Cœur Université in Nanterre, Eureka Confluence in Lyon, Etoile in Annemasse and Les Fabriques in Marseille.
In early 2018, UrbanEra was selected to develop the Charenton-Bercy project, on the eastern edge of Paris, through the “Inventons la Métropole du Grand Paris” (Invent the Grand Paris metropolitan area) call for bids. This ambitious 360,000-m² development will breathe new life into an urban brownfield site and will include a 180-metre tall ‘green’ high-rise building and a business hub dedicated to virtual technologies, amongst other features.
A company that is transforming
Digitisation is transforming the property development business and is now central to new uses.
Bouygues Immobilier was quick to understand the far-reaching implications of these changes and aims to constantly stay ahead of the curve by; implementing BIM (Building Information Modelling) throughout the company by 2021; transforming its own offices in France in order to create innovative working environments perfectly suited to new uses; and continuing its strategy of open innovation with start-ups via its investment fund called Bird. In October 2017, Bouygues Immobilier thus acquired a stake in Spallian, a smart data specialist.
In 2018, Bouygues Immobilier also set up a Partnerships and Services division to expand the company’s urban, B2B and B2C services such as residences for senior citizens (Jardins d’Arcadie), coworking spaces (Nextdoor), guaranteed building charges (Aveltys) and smart grids (Embix).
In 2018, Bouygues Immobilier also opened Valorissimo, a digital platform that enables financial advisors to reserve residential properties directly with other developers, with the aim of becoming one of the leading platforms on the market.