Études de cas

Restructuring a DIY e-commerce business overly dependent on a single product

Restructuring a DIY e-commerce business overly dependent on a single product

Restructuring a DIY e-commerce business overly dependent on a single product

Mission carried out for a creative start-up with a strong community but a fragile e-commerce model.Objective: modernize the platform, rebalance the product catalog and turn the existing audience into a sustainable growth engine.

Mission carried out for a creative start-up with a strong community but a fragile e-commerce model.Objective: modernize the platform, rebalance the product catalog and turn the existing audience into a sustainable growth engine.

Mission carried out for a creative start-up with a strong community but a fragile e-commerce model.Objective: modernize the platform, rebalance the product catalog and turn the existing audience into a sustainable growth engine.

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Voir les actions mises en place

Voir les actions mises en place

SECTEUR

DIY / Creative products

CONTEXTE

Heavy dependence on a best-selling product

BU e-commerce en dérive

MISSION

E-commerce model restructuring

Le contexte de départ

Le contexte de départ

Le contexte de départ

The brand had a distinctive creative identity and an engaged community. However, the e-commerce system had begun to show signs of fragility.

The brand had a distinctive creative identity and an engaged community. However, the e-commerce system had begun to show signs of fragility.

Background

01

Magento platform becoming slow and difficult to evolve

Magento platform becoming slow and difficult to evolve

Background

01

Product catalog poorly structured and difficult to navigate

Background

01

Extreme dependence on a single best-selling product (up to 85% of sales)

Background

01

Marketing and CRM largely underutilized

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Planifier un échange stratégique

Planifier un échange stratégique

Planifier un échange stratégique

A fragile model despite a loyal audience

A fragile model despite a loyal audience

A fragile model despite a loyal audience

The start-up benefited from traffic and interest around its products, but the structure of the e-commerce model limited its growth potential.

The start-up benefited from traffic and interest around its products, but the structure of the e-commerce model limited its growth potential.

Declining conversion despite strong interest from the community

Declining conversion despite strong interest from the community

Product catalog difficult for customers to explore

Product catalog difficult for customers to explore

Purchase funnel poorly optimized

Purchase funnel poorly optimized

Marketing and CRM largely underutilized

Marketing and CRM largely underutilized

Over-reliance on a limited set of levers

Over-reliance on a limited set of levers

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Understanding the structural imbalance of the system

Understanding the structural imbalance of the system

Understanding the structural imbalance of the system

The first step was to analyze the core drivers behind the declining performance.

The first step was to analyze the core drivers behind the declining performance.

Background

01

Technical audit of the Magento platform and its limitations

Background

01

Review of the product catalog and dependency risks

Background

01

Analysis of the purchase funnel and user journeys

Background

01

Evaluation of marketing potential and CRM opportunities

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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

Move to a platform that allows faster evolution and experimentation.

Transformer l’acquisition en moteur de croissance mesurable.

01

Marketing alignment
Alignement marketing

Reduce dependency on a single product and highlight secondary product lines.

Installer une communication transparente et crédible.

02

Operational alignment
Alignement opérationnel

Transform audience engagement into recurring revenue.

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

Migration from Magento 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 website redesign and mobile optimization

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

Reconstruction of the purchase funnel

4

PERFORMANCE

Leadership

Creation of new category pages and thematic browsing paths

5

OPÉRATIONS

Execution

Implementation of cross-sell and upsell mechanics

Activating CRM and the existing community

Activating CRM and the existing community

Actions implemented:

Customer segmentation and lifecycle analysis

Creation of automated email flows

Reactivation of dormant customers

Introduction of bundled offers built around DIY projects

Résultats

Impact of the mission

Impact of the mission

IMPACT CLIENT

Faster, clearer and more inspiring website

Redesigned experience improving readability, perceived value, and overall user engagement.

PERFORMANCE

Significant conversion increase, especially on mobile

Optimized mobile experience and clearer journeys leading to stronger conversion across key segments.

OPÉRATIONS

Expansion of the offering enabling a more balanced revenue mix and reduced reliance on a single product.

Expansion of the offering enabling a more balanced revenue mix and reduced reliance on a single product.

FIABILITÉ

Reduced dependency on the original best-seller

More resilient business model with distributed performance across multiple products and categories.

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 business depends on one product, the risk is structural Sustainable growth requires a balanced catalog, a strong purchase funnel and an activated customer base. Rebalancing the system makes long-term growth possible.

When an e-commerce business depends on one product, the risk is structural Sustainable growth requires a balanced catalog, a strong purchase funnel and an activated customer base. Rebalancing the system makes long-term growth possible.

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