Études de cas

Realigning a large-scale retail e-commerce unit in operational decline

Realigning a large-scale retail e-commerce unit in operational decline

Realigning a large-scale retail e-commerce unit in operational decline

Mission carried out for a national retail group whose e-commerce Business Unit was operating in a degraded mode.Objective: restore the coherence of the e-commerce system, stabilize the customer promise and give leadership a clear ability to manage performance.

Mission carried out for a national retail group whose e-commerce Business Unit was operating in a degraded mode.Objective: restore the coherence of the e-commerce system, stabilize the customer promise and give leadership a clear ability to manage performance.

Mission carried out for a national retail group whose e-commerce Business Unit was operating in a degraded mode.Objective: restore the coherence of the e-commerce system, stabilize the customer promise and give leadership a clear ability to manage performance.

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Planifier un échange stratégique

Voir les actions mises en place

Voir les actions mises en place

SECTEUR

Retail / Large-scale distribution

CONTEXTE

E-commerce unit in operational decline

BU e-commerce en dérive

MISSION

Full e-commerce system realignment

Le contexte de départ

Le contexte de départ

Le contexte de départ

When the mission began, the e-commerce Business Unit was operating at very high volumes, but the system had started to become misaligned. Several critical signals had appeared.

When the mission began, the e-commerce Business Unit was operating at very high volumes, but the system had started to become misaligned. Several critical signals had appeared.

Background

01

Continuous decline in conversion rate

Continuous decline in conversion rate

Background

01

Unstable customer promise (delivery times, messaging, shipping options)

Background

01

Inconsistent OMS generating phantom stock and overselling

Background

01

Customer support overloaded with more than 1,800 open tickets

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Planifier un échange stratégique

Planifier un échange stratégique

A system that had become difficult to manage

A system that had become difficult to manage

A system that had become difficult to manage

In high-volume e-commerce environments, every inconsistency spreads rapidly. Incorrect information → misinformed customer → support request → cost → margin erosion.

In high-volume e-commerce environments, every inconsistency spreads rapidly. Incorrect information → misinformed customer → support request → cost → margin erosion.

Logistics delays cascading across the delivery chain

Logistics delays cascading across the delivery chain

Orders that could not be fulfilled

Orders that could not be fulfilled

Growing disputes with transport partners

Growing disputes with transport partners

Customer support overloaded with more than 1,800 open tickets

Customer support overloaded with more than 1,800 open tickets

Loss of visibility on actual performance

Loss of visibility on actual performance

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Understanding how the system actually worked

Understanding how the system actually worked

Understanding how the system actually worked

The first step was to rebuild a clear reading of the e-commerce system.

The first step was to rebuild a clear reading of the e-commerce system.

Background

01

Full funnel analysis (acquisition → conversion → delivery → post-purchase)

Background

01

OMS and WMS diagnostic and stock management review

Background

01

Deep analysis of customer support tickets and returns

Background

01

Business-level review of margins and hidden operational costs

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Book a scoping call

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Trois priorités structurantes

How our plumbing
service works step by step

Key strategic decisions, realignment and restoration of control over the e-commerce system

Key strategic decisions, realignment and restoration of control over the e-commerce system

Strategic focus
Priorité stratégique

Ensure delivery timelines, product availability and messaging were reliable.

Transformer l’acquisition en moteur de croissance mesurable.

01

Marketing alignment
Alignement marketing

Reduce operational errors and the costs generated by disputes and compensation.

Installer une communication transparente et crédible.

02

Operational alignment
Alignement opérationnel

Give leadership a clear and unified view of e-commerce performance.

Aligner marketing, logistique et organisation.

03

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Book a scoping call

Actions mise
en places

Actions mise
en places

Des actions structurées pour rétablir la cohérence, fiabiliser l’exécution et redonner une capacité de pilotage durable.

Des actions structurées pour rétablir la cohérence, fiabiliser l’exécution et redonner une capacité de pilotage durable.

Des actions structurées pour rétablir la cohérence, fiabiliser l’exécution et redonner une capacité de pilotage durable.

1

SYSTÈME

Support

Full stabilization of the OMS and stock reliability

Stabilisation complète de l’OMS et fiabilisation des stocks Reprise en profondeur des règles de stock, correction des incohérences et suppression des ruptures fantômes afin de garantir une exécution fiable et cohérente avec la promesse client.

2

FIABILITÉ

Clarity

Cleaning product availability rules and status logic

Nettoyage des règles de disponibilité produits Simplification et sécurisation des logiques de disponibilité pour éliminer les incohérences entre catalogue, stock réel et affichage.

3

PROMESSE CLIENT

Adaptability

Recalculation of real delivery timelines

4

PERFORMANCE

Leadership

Simplification of the purchase journey

5

OPÉRATIONS

Execution

Realignment of logistics and transport flows

Restructuring CRM and marketing automation

Restructuring CRM and marketing automation

The CRM system was amplifying operational issues instead of helping manage them.

Aligning CRM scenarios with operational reality

Cleaning transactional triggers

Rebuilding post-purchase communications

Creating a feedback loop between OMS, logistics and customer support

Résultats

Impact of the mission

Impact of the mission

IMPACT CLIENT

Customer support tickets reduced from 1,800 to fewer than 200 within weeks

Stabilization of the e-commerce system and improved execution reliability significantly reduced customer friction and support load.

PERFORMANCE

Conversion rate stabilized and improved

A clearer customer journey and aligned value proposition restored commercial performance across key touchpoints.

OPÉRATIONS

Improved coordination between operations and logistics reduced delivery issues and order cancellations.

Improved coordination between operations and logistics reduced delivery issues and order cancellations.

FIABILITÉ

Fewer disputes with transport partners

Better alignment of logistics flows led to fewer delivery incidents and improved operational reliability.

Conclusion

intervention

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When an e-commerce system becomes misaligned, the issue is rarely isolated.

When an e-commerce system becomes misaligned, the issue is rarely isolated.

When an e-commerce system becomes misaligned, the issue is rarely isolated In high-volume environments, operational problems do not stay local. They spread across the entire system. The solution is to realign the entire model: operations, logistics, marketing and governance.

When an e-commerce system becomes misaligned, the issue is rarely isolated In high-volume environments, operational problems do not stay local. They spread across the entire system. The solution is to realign the entire model: operations, logistics, marketing and governance.

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