For Rossignol, successfully launching a brand-new e-commerce site during December 2017– the French ski equipment and apparel maker’s busiest time– was nothing brief of a rollercoaster trip. However the results speak for themselves.
“We doubled our conversion rate in less than 4 weeks,” stated Damien Hars, head of digital marketing and e-commerce at Rossignol, at today’s
Magento Live, in Barcelona. On phase with colleague Stephen Le Bot, VP of global HR and group change, and Magento CEO Mark Lavelle, Hars described Rossignol’s evolving brand name proposition and the e-commerce technique matching that journey.Evergreen Ambitions Synonymous with skiing throughout its 111-year history, Rossignol has expanded its offering over the last few years to end up being a multibrand way of life company. This purchased another change in the kind a brand-new B2C method, after years of B2B experience. “We have 11 brand names covering various markets and classifications, from alpine skis to bikes, trail running to outside clothing, “Le Bot told attendees.”We can keep our enthusiastic consumers hectic all year-round. “This growth of products was available in part through acquisition, bringing
with it an inevitable collection of various back-office systems. The requirement for common tools and procedures quickly became apparent.”We’re aiming to increase our digital presence at an international level, “Le Bot continued.”Every brand name, every item line need to be supported by a strong digital method. “Delighting Consumers One of the benefits of the internal overhaul was the opportunity to develop the
finest possible getting experience for customers. The company chose on an ambitious roadmap to open e-commerce in every nation for each brand as fast as possible. “As you can see, racing is part of the Rossignol DNA. We enjoy the obstacle, and we like to go really quick,” Hars said.
To reach this lofty target, Rossignol required a single platform to handle both e-commerce and branded content in the very same place. What’s more, the business required a scalable platform at the group level, while maintaining flexibility at the local level for its nation teams.Reflecting on a successful very first year, Hars said:”We started last December, and we’re now cope with 4 brand names in more than
10 countries, so it indicates 42 stores operating on our back workplace.”He acknowledged the sheer quantity of work associated with such a sped up transformation, yielding:”It wasn’t a plug-and-play project.” The group’s tough work paid off when the site attained the aforementioned 100%boost in conversions, a mere four weeks after launch.Rossignol attained that exponential development in conversions with a much-improved consumer experience and, in specific, a smoother checkout process.
These enhancements were based on carefully gathered client feedback. “We worked with a lot of genuine users: skiers, snowboarders, and style addicts, to define the best-in-class experience on our website,”Hars said. The Growth Continues With customer support personnel, merchandisers, and online marketers in a vast array of countries all working on a unified system, Rossignol is enthused by the possibilities ahead.For example, Le Bot detailed the company’s desire to take its B2C expertise to the next level, developing an omnichannel experience to make clients feel comfortable, no matter the channel or brand.
“What’s actually crucial for us, “he concluded,”is to stabilize our service between winter and summer season.”
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