Case Study: How Boulanger Converts Online Searches into Store Visits Thanks to Yext

For over 70 years, Boulanger has been the specialist in home electronics and multimedia equipment. With more than 25,000 products, exclusive brands, and a wide range of support services, the company puts all its expertise at the service of its customers' everyday lives.

True to its motto, "Shared Pleasure," Boulanger places the human experience and customer enjoyment at the heart of its business model.

In 2018, the company decided to extend that philosophy into the digital space — making local SEO a strategic lever for growth and proximity.

Their objective? To offer every customer, online and in-store, the same level of attentiveness, advice, and trust.

Putting human connection and customer enjoyment at the heart of its business is Boulanger's top priority. And as people increasingly rely on online search to plan their purchases, the goal was to extend that close, in-store relationship to the digital world.

To do this, Boulanger needed to guarantee reliable, easy to find, up-to-date local information — such as opening hours, services, photos, and flagship brands — to turn online searches into store visits (while actively involving field teams). This was a major challenge for a nationwide network made up of both company-owned and franchised stores, requiring the harmonization of thousands of digital touchpoints while preserving each store's autonomy.

As Mickaël Stéphan, Omnichannel Operations Director at Boulanger, explains:

More than "just" a vendor, Yext has established itself as a trusted partner for Boulanger, with an approach rooted in transparency and a shared vision: technology should support and enhance the human relationship between in-store teams and customers.

With Yext Listings and Yext Pages, Boulanger centralized all its local data and promoted consistency between headquarters and stores. Essential information (hours, services, photos, reviews, brand corners, etc.) is now automatically synchronized and distributed at scale across all search and navigation platforms.

The rollout was built step by step, with a constant ambition: to put data at the service of local performance, without losing the human dimension that defines Boulanger.

After implementing the Yext solutions, an approximately three-month onboarding phase allowed store teams to build skills and fully adopt the platform. Each store has since become an active driver of its local visibility, with continuously updated content, while headquarters still retains a consolidated, actionable view of the entire network.

The real breakthrough came next with a mobile web app co-developed with Yext. Built in agile iterations and tested directly on in-store devices, it was designed for real operational needs and key retail moments. Store managers can now manage their digital storefront right alongside customers, from the sales floor: posting a photo, enriching a brand corner, or replying to a review becomes an immediate, everyday action. This mobility has increased on-the-ground responsiveness, improved the richness of local pages, and strengthened team engagement around a more vibrant digital presence that stays true to the in-store experience.

Boulanger and Yext share a common vision: making digital a lasting lever for proximity, connection, and performance. The ambition is to keep reinventing the customer experience by connecting the digital world even more tightly with the in-store experience, while simplifying day-to-day work for field teams.

The next step will be to deepen the use of structured data to strengthen local search visibility, develop new intent pages around emerging brands, and anticipate the evolution of AI-powered search. This approach will enable Boulanger to deliver an even smoother, more personalized, and more human experience—true to its mission of turning every online search into a real customer interaction.