Études de cas
Mission
Lecture stratégique, réalignement et remise sous contrôle du système e-commerce
Infos
Client: Omnichannel fashion brand
Industry: Retail / Fashion
Mission: Omnichannel e-commerce transformation
Scope: Platform, omnichannel strategy, CRM, marketing, and governance
Donées Clés
Network: 70 physical stores
Platform: Migration from Salesforce Commerce Cloud to Shopify
Challenge: Restore coherence, performance, and omnichannel governance
This mission concerned a well-established fashion brand, operating a network of 70 stores, with strong brand awareness and significant omnichannel potential.
Yet despite the brand’s strength and the density of its retail network, the digital business had lost coherence, momentum, and commercial credibility.
Several structural factors explained this drift:
Chronic instability in e-commerce leadership: 7 CDOs in just a few years, with no long-term vision carried through.
An e-commerce platform that had become a constraint: Salesforce Commerce Cloud — robust, but rigid, costly, and slow to evolve.
Theoretical but non-functional omnichannel model:
Unreliable in-store stock data
Unpredictable Click & Collect
Unstable ship-from-store
Price inconsistencies between channels
No unified customer view
Fragmented marketing:
Overly broad acquisition strategy
Underleveraged CRM
Unclear personas
Creative campaigns lacking overall coherence
Excessive dependency on promotions
Declining performance:
Falling conversion rates
Unstable average order value
High acquisition costs
Significant return rates
No sustainable trajectory
Omnichannel was no longer a growth lever.
It had become an operational and financial risk.
The brand needed real e-commerce leadership — capable of combining strategic vision, operational execution, and omnichannel coherence.
Turning around the digital business of an omnichannel fashion brand cannot be achieved through isolated optimizations.
It required simultaneously rebuilding the technical foundation, marketing coherence, and omnichannel governance in order to restore a reliable, coherent, and manageable system.
Restore an agile and scalable technical foundation, realign the marketing strategy, and rebuild coherent omnichannel governance.
Effectively reconnect e-commerce, CRM, and the retail network to transform digital into a sustainable growth driver.
LPAdivisory
01
Acquisition & conversion
02
03
04
Résultats
Résultats mesurables, impact durable
FASTER PLATFORM, SMOOTHER JOURNEY, AND A MORE COHERENT EXPERIENCE.
• Significant increase in conversion rate, especially on mobile
• Simplified and higher-performing checkout funnel
• Clearer, decision-oriented product pages
• User experience aligned with customer expectations
The website becomes a conversion engine again, no longer a constraint.
Rebuilding the marketing and CRM strategy to restore performance and efficiency.
• Precise customer segmentation
• Realigned Meta and Google campaigns
• Fully restructured CRM
• Transactional flows and post-purchase triggers activated
• Media spend rationalized and optimized
Marketing becomes a profitable growth engine again.
Clarification of positioning, offer structure, and commercial architecture to restore coherence and clarity.
• Clear brand positioning
• Defined priority personas
• Strategic category hierarchy established
• Rationalized price and margin arbitrations
• CRM strategy rebuilt on actionable foundations
The brand regains a clear and manageable business structure.
Re-establishing unified omnichannel governance to restore coherence and execution capability.
• Reliable in-store inventory
• Unified pricing across channels
• Aligned commercial calendars
• Synchronized promotions
• Restored coordination between retail, digital, and marketing
Omnichannel becomes a competitive advantage again, no longer a risk.
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