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Cultura, the business of culture, between proximity and digitalisation

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On November 8, 2021, singer and dancer Chantal Goya honored her presence at the Cultura store in Bordeaux Lac. She did a signing session of the DVD of her musical show “Le soullier qui vole”. A remarkable presence since the artist shows a great career that has rocked several generations of children. She has sold 40 million records since the launch of her career in 1975.

The arrival of Chantal Goya marks a little more, the desire of Cultura stores to bring to life both a digital offer and a local offer. Indeed, the signing session organized with the singer makes it possible to offer moments of life and meeting within the stores for consumers. A dimension that is lacking online. Thus, if buying online has a practical side, it does not replace the experience lived in store. An experience that must now be unique for customers. In particular, to give them a full taste for spending time in store after a period troubled by COVID-19.

Another action of the brand is part of an approach to enhance the customer experience between physical stores and digital offer. Indeed, last June, Cultura set up writing workshops remotely as well as face-to-face. These workshops, initially only online, have also developed in stores after an improvement in the health situation. They are elaborated by the writer Alexandre Jardin.

Between 18 November and 10 February, interested parties can participate in a workshop at the Cultura Bègles. The workshops are organized once a week to allow writing projects to be initiated. The workshop is led by Philippe, the bookseller of the Cultura Bègles who is trained by the writer Alexandre Jardin. The writer’s method makes it possible to understand the basics of writing. At the same time, it aims to encourage and support the deployment of ideas and projects to create works that resemble each other. This initiative is still available online through masterclasses and workshops that can be booked from the brand’s website.

It must be said that new technologies are considerably changing the way economic actors consume. As a result, needs are changing and brands must follow these expectations in order to retain or conquer an constantly changing customer base. Indeed, the cultura distribution brand follows the digital movement while keeping physical outlets and allows optimal accessibility of its services. The brand covers the entire national territory through online sales and physical sales. InInsi, Cultura intends to win over a large clientele and thus permanently enshrine the brand in the uses.

Cultura, the creation of living spaces

Cultura is a true community and continues to grow throughout the territory. Thus, the brand has about 95 stores all over France (2). They are no longer just sales spaces. They are also places of life, where culture is the key word. Thus, Cultura offers a large number of diverse and varied products. As the offer is very extensive, customers stay in the store longer and longer. Reading a book, listening to a CD, finding something to paint or playing has never been easier because everything is in one place. From now on, culture is not exclusively concentrated in dedicated places such as museums but can be found everywhere and sometimes closer to consumers.

The brand also focuses on the democratization of access to culture. To do this, the brand has set up creative workshops suitable for all ages and all desires. This brings together a large number of cultural and artistic activities, on various themes. With family or friends, young and old, the workshops are offered at a price of 5 euros for 1 hour to 1 hour and a half of workshop, excluding supplies. More than 40,000 workshops are offered in various outlets in France (3). The “culture by Cultura” is therefore within everyone’s reach.

Store culture department CD customer
Culture plays an important role in France

The digital age, towards the democratization of e-culture

With the closures of museums, cinemas, theatres and other cultural venues due to the Coronavirus pandemic, culture had no choice but to digitize more. Culture in all its forms is therefore at your fingertips, wherever you are and whenever you want. Thus, the phenomenon of digitalization has allowed households to go virtually to cultural places of life. Now, the entire culture is accessible with one click: virtual exhibitions, online books, shows and movies in replay, tutorials, podcasts etc. Indeed, listening to podcasts and radio content increased by 20% during confinement (4). Cultura follows the movement and makes online tutorials to meet all the new consumer expectations.

Thus, in view of the large demand, the supply must be up to the standards of consumers. In a dynamic of “DIY” or “home-made” related to the awareness of eco-responsibility. In fact, 47% believe that they consumed more organic during confinement (5).

Tutos are a digital strategy for companies not to be overlooked. Digital is thus an important purchasing vector, allowing to increase the visibility of the brand and thus create a community. Indeed, the customer sees how to use the product and can project himself into the decision-making process. Digitalisation is therefore necessary for companies to access significant market opportunities. This will allow them to conquer a new clientele with new and increasingly dematerialized needs.


  1. The portal for the transformation of public policy:[REPORT] EVALUATION OF THE CULTURAL DEMOCRATIZATION PUBLIC POLITICAL (31/03/2017)
  1. Cultura – Site
  1. Cultura: The jubilant spirit
  1. Audion press release: French audio consumption during confinement
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