Études de cas

Transforming the omnichannel e-commerce of a fashion brand with 70 retail stores

Transforming the omnichannel e-commerce of a fashion brand with 70 retail stores

Transforming the omnichannel e-commerce of a fashion brand with 70 retail stores

Mission carried out for an established fashion brand whose digital operations had lost coherence and business momentum.Objective: rebuild a reliable omnichannel e-commerce system, modernize the platform and restore clear digital governance.

Mission carried out for an established fashion brand whose digital operations had lost coherence and business momentum.Objective: rebuild a reliable omnichannel e-commerce system, modernize the platform and restore clear digital governance.

Mission carried out for an established fashion brand whose digital operations had lost coherence and business momentum.Objective: rebuild a reliable omnichannel e-commerce system, modernize the platform and restore clear digital governance.

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Voir les actions mises en place

Voir les actions mises en place

SECTEUR

Fashion / Retail

CONTEXTE

Unstable omnichannel operations

BU e-commerce en dérive

MISSION

Omnichannel e-commerce transformation

Le contexte de départ

Le contexte de départ

Le contexte de départ

The starting context The brand benefits from strong recognition and a network of 70 physical stores. However, the digital ecosystem had gradually lost coherence and business performance. Several warning signals had appeared.

The starting context The brand benefits from strong recognition and a network of 70 physical stores. However, the digital ecosystem had gradually lost coherence and business performance. Several warning signals had appeared.

Background

01

Chronic instability in e-commerce leadership (multiple CDO changes)

Chronic instability in e-commerce leadership (multiple CDO changes)

Background

01

Salesforce Commerce Cloud platform becoming slow and costly to evolve

Background

01

Unreliable omnichannel operations (Click & Collect, ship-from-store, store stock)

Background

01

Fragmented marketing strategy with little coordination

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Planifier un échange stratégique

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A digital ecosystem that had become unstable

A digital ecosystem that had become unstable

A digital ecosystem that had become unstable

Despite the strength of the retail network, the digital system had become difficult to manage and scale.

Despite the strength of the retail network, the digital system had become difficult to manage and scale.

Declining conversion rate

Declining conversion rate

Unstable average order value

Unstable average order value

Rising acquisition costs

Rising acquisition costs

Fragmented marketing strategy with little coordination

Fragmented marketing strategy with little coordination

Difficulty managing overall performance

Difficulty managing overall performance

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Understanding the structural causes of the decline

Understanding the structural causes of the decline

Understanding the structural causes of the decline

The first step was to rebuild a clear reading of the digital ecosystem.

The first step was to rebuild a clear reading of the digital ecosystem.

Background

01

Assessment of the technical limitations of the existing platform

Background

01

Evaluation of the alignment between retail and digital operations

Background

01

Diagnostic of marketing performance and CRM structure

Background

01

Analysis of acquisition, conversion and customer journey

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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

Replace a rigid platform that prevented the site from evolving efficiently.

Transformer l’acquisition en moteur de croissance mesurable.

01

Marketing alignment
Alignement marketing

Redefine positioning, target audiences and acquisition priorities.

Installer une communication transparente et crédible.

02

Operational alignment
Alignement opérationnel

Align stores, digital and marketing under a single operational framework.

Aligner marketing, logistique et organisation.

03

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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

Migration from Salesforce Commerce Cloud to Shopify

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

Complete redesign of the website and mobile experience

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

Product catalog cleanup and pricing structure simplification

4

PERFORMANCE

Leadership

Stabilization of the OMS connection with the retail network

5

OPÉRATIONS

Execution

Reconstruction of the purchase journey

Rebuilding omnichannel coherence

Rebuilding omnichannel coherence

Actions implemented:

Reliable stock synchronization between stores and website

Stabilization of Click & Collect and ship-from-store processes

Alignment of pricing and promotions across channels

Establishment of clear omnichannel governance

Résultats

Impact of the mission

Impact of the mission

IMPACT CLIENT

Modern Shopify platform, faster and easier to evolve

Migration to a more flexible and scalable tech stack, improving performance and enabling faster iteration.

PERFORMANCE

Conversion rate improvement, particularly on mobile

Optimized user journeys and mobile experience leading to stronger performance on key traffic segments.

OPÉRATIONS

Better alignment between online and offline systems, ensuring more consistent execution across channels.

Better alignment between online and offline systems, ensuring more consistent execution across channels.

FIABILITÉ

More focused and profitable marketing strategy

Improved targeting and budget allocation, resulting in higher efficiency and better return on acquisition spend.

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.

Without governance, omnichannel becomes a risk When channels operate independently, inconsistencies multiply. With clear governance, the retail network becomes a strategic advantage rather than an operational burden.

Without governance, omnichannel becomes a risk When channels operate independently, inconsistencies multiply. With clear governance, the retail network becomes a strategic advantage rather than an operational burden.

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