Julie Lemieux Strives To Do Better

The Marché du Boisé in Trois-Rivières has become over the years a real destination, even an institution for local lovers of microbreweries.

This dynamic Servi Express convenience store with Ultramar gasoline offers an impressive selection of beers and no fewer than 21 fridges to host them!

But it’s not just beer: Marché also offers a full range of services and amenities such as a postal counter, a dry cleaner area, a confectionery counter, prepared meals, a vast selection of wine and more.

The independant outlet is operated by Julie Lemieux, a young owner with a solid background.

Practically raised in convenience stores, which she considers her second home, she holds the reins of the business once run by her father Jeannot Lemieux.

The Lemieux bought the convenience store in 1998. Julie accepted the position of manager ten years later and acquired the company six years later, in June 2014.

“I was brought up in there. At 12, I entered the credit card data, one at a time into a file. Then, at the age of 13, I started as a gas station attendant and cashier at the Irving. Then I studied administration, without thinking that I would take over the convenience store one day. “

Then one day, the offer to take over the business arrived.

“When I left school, I worked as a sales representative. I was bathing in the convenience store sea again. I then realized that I belong there so I pestered my father for a long time (laughs)! I had my two daughters afterwards and told him about my desire for ownership when his retirement came. ”

“It was he himself who offered me to buy the business during my second pregnancy. We wanted to do the transfer very gradually over a period of five years so that I can get used to it. I am now very comfortable in my role compare to six years ago. I still need him once in a while for dealing with certain situations, such as employee management among others. ”

 

Stimulate by competition

During a talk given at the QCSA convenience store summit in 2015 in Bromont, Julie revealed some of her business strategies, including the use of social networks like Facebook.

“When my father started to specialize in microbrewery beers, we were pretty much the only ones to do it. But then, others decided to walk the same path. The competition forced me to exceed my capabilities and that’s how I started to develop a sustained presence on social networks,” she said.

Nowadays, there is not a working day without an article by the Marché du Boisé on its Facebook page, whether to present a product or to advertise a promotion. This regularity pays off: the page already shows more than 4,000 likes and seems strongly followed.

Openness creates stability

The Marché du Boisé young owner feels privileged to rely on stable employees over long periods.

“I am very open to adapting the schedules according to the people. I know what it’s like to have children: my daughters play soccer or frisbee. The same applies to Christmas holidays or to schedules according to the studies. We do a lot of activities out of work such as a pool party, a Christmas party or even dinners. We like to create long-lasting relationships, “she says.

“I have no issues in general with my employees. Many remain for three or four years. There are many that I hire at the end of high school and who leave at the end of their studies to work in their domain. Out of 13 employees, there are always 2 or 3 who tend to move quickly, but the rest is very stable. So much the better! I think a lot of our success comes from our employees. ”

A renowned “teacher”

The success of Julie Lemieux is not the result of chance. She learned a lot from working with her father.

“My father was strong on adapting and changing. He is a model to me in that respect. You always have to think of products that make people come to you rather than elsewhere. When he decided to specialize in microbrewery beers, they were only three convenience stores like that in Quebec. ”

“My father was capable of tripling sales and reverting the course of a money losing outlet. I really had a good teacher! He’s glad I took over the reins. It allows him to do something else, like to concentrate on his role as a municipal councillor. He’s not doing any daily work here, but he’s always there to coach me. ”

The ambition

Julie Lemieux is full of projects.

“My brain is on 24-7! There are projects coming up and I do not exclude opening other Marché du Boisé in the future. ”

It is still too early to determine whether her daughters will take over one day.

“Do we ever know! Surely they will probably follow my path, in the sense that they could work for me during their studies. Then they will ask me to hire their friends. ”

Satisfied customers

Long-term success means regular customers and personalized service.

“We have a lot of regular customers! We still have Irving customers who have moved here and say they recognize us. Some customers like talking to me in my office and they feel very comfortable doing so. They knew my father for a long time and they got used to seeing me. I’ve already put gasoline in the car of some of them at 13 or 14 and now they see me here,” she smiles.

“It’s different from the convenience store we had. It was a motorway clientele, whereas here, it is a more family-oriented clientele. Now I receive emails, comments or requests for beers, among other things related to our presence on Facebook. It keeps us close to our customers. ”

Sources and citations: Jonathan Cossette, l’Hebdo Journal