GALERIES LAFAYETTE - Mirakl · GALERIES LAFAYETTE CASE STUDY Department store THE STRATEGIC...
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GALERIES LAFAYETTE CASE STUDY Department store THE STRATEGIC MODERNISATION OF AN EXISTING E-COMMERCE ACTIVITY The Galeries Lafayette’s Marketplace project was based on two objectives: to recreate online the quality of the in-store experience, and to respect the identity and values of this iconic and world-renowned department store. GALERIES LAFAYETTE AT A GLANCE Established in 1894, Galeries Lafayette is the leader in high street retail in France. Gathering together luxury and popular brands, it offers a high quality shopping experience to all of its millions of customers. KEY FIGURES 2,3 bn € in 2014 250 Stores 15 000 workforce 40 000 SKU / 10 M VU OFFERING THE MOST COMPLETE EXPERIENCE, FROM AFFORDABLE TO LUXURY GOODS Safeguarding its future with Mirakl Contact us for a free demo and diagnostic: [email protected] +330972303005 www.mirakl.com Although the Galeries Lafayette performs well financially and has strong brand awareness, its e‐commerce activity was limited and barely profitable. So the management team knew it had to modernise its model and adapt to the new habits of the consumers, especially by improving the customer experience. As one of Europe’s number one fashion destinations, and also a department store, the key to Galeries Lafayette’s success was to put everything under one roof for its customers, gathering a large choice of selected brands and guaranteeing the quality of the shopping experience. The key to improvement was to transfer this know-how online, in order to allow consumers to buy anywhere and at anytime. But increasing the choice, remaining competitive and delivering a great service is a huge challenge, to which building a Marketplace was the natural answer. Opening a Marketplace was part of a global strategy that aimed to offer a cross-channel experience to the customers. By opening a marketplace and growing its online offering, Galeries Lafayette is able to provide a wider choice and offer new categories of products, without investing in storage or logistics. Thanks to the Marketplace, the customers who can’t find what they are looking for in the store are not lost. Furthemore, they can discover online new brands that are not yet available in store. Visitors to the Galeries Lafayette online are also inclined to come back in the stores, with services such as in-store delivery. Galeries Lafayette can provide a larger traffic online and offline to its partnering brands, and can therefore increase its sales and profits thanks to the commission on Marketplace sales.
Transcript of GALERIES LAFAYETTE - Mirakl · GALERIES LAFAYETTE CASE STUDY Department store THE STRATEGIC...
GALERIES LAFAYETTE
CASE STUDYDepartment store
THE STRATEGIC MODERNISATION OF AN EXISTING E-COMMERCE ACTIVITY
The Galeries Lafayette’s Marketplace project was based on two objectives: to recreate online the quality of the in-store experience, and to respect the identity and values of this iconic and world-renowned department store.
GALERIES LAFAYETTEAT A GLANCE
Established in 1894, Galeries Lafayette is the leader in high
street retail in France. Gathering together luxury and popular
brands, it o�ers a high quality shopping experience to all of its
millions of customers.
KEY FIGURES
2,3 bn € in 2014
250 Stores
15 000 workforce
40 000 SKU / 10 M VU
OFFERING THE MOST COMPLETE EXPERIENCE, FROM AFFORDABLE TO LUXURY GOODS
Safeguarding its future with Mirakl
Contact us for a free demo and diagnostic: [email protected] +330972303005 www.mirakl.com
Although the Galeries Lafayette performs well financially and
has strong brand awareness, its e‐commerce activity was
limited and barely profitable. So the management team knew
it had to modernise its model and adapt to the new habits of
the consumers, especially by improving the customer
experience.
As one of Europe’s number one fashion destinations, and
also a department store, the key to Galeries Lafayette’s
success was to put everything under one roof for its
customers, gathering a large choice of selected brands and
guaranteeing the quality of the shopping experience. The key
to improvement was to transfer this know-how online, in
order to allow consumers to buy anywhere and at anytime.
But increasing the choice, remaining competitive and
delivering a great service is a huge challenge, to which
building a Marketplace was the natural answer.
Opening a Marketplace was part of a global strategy that
aimed to o�er a cross-channel experience to the customers.
By opening a marketplace and growing its online o�ering,
Galeries Lafayette is able to provide a wider choice and o�er
new categories of products, without investing in storage or
logistics.
Thanks to the Marketplace, the customers who can’t find
what they are looking for in the store are not lost.
Furthemore, they can discover online new brands that are
not yet available in store. Visitors to the Galeries Lafayette
online are also inclined to come back in the stores, with
services such as in-store delivery.
Galeries Lafayette can provide a larger tra�c online and
o�ine to its partnering brands, and can therefore increase its
sales and profits thanks to the commission on Marketplace
sales.
Contact us for a free demo and diagnostic: [email protected] www.mirakl.com
MIRAKL’S TEAM EXPERTISEAT THE SERVICE OF THIS TRANSFORMATION
MARKETPLACE FEATURESAND SPECIFICITIES
MARKETPLACE RESULTS
Galeries Lafayette Marketplace
Jean-Philippe Marazzani
Internet Director of Galeries Lafayette
Choosing the solution put forward by Mirakl was a no-brainer especially as Galeries Lafayette’s
requirement was to integrate a solution that would provide an extremely feature‐rich range. We
were won over by the expertise of Mirakl’s teams. We are convinced that this solution will meet
the needs of the brands we are going to bring to our Marketplace and especially those of our
customers who are increasingly demanding both in terms of the shopping experience and the
quality of service we provide.”
The main challenge for this project was to quickly launch a
Marketplace that enables the broadening and diversification
of product o�ers, and the expansion to new areas, whilst
maintaining the higest quality service and upholding the
prestigious Galeries Lafayette brand.
The other issues were to provide Galeries Lafayette’s partners
with a robust, complete and e�cient solution to allow them
to deliver their vey best service, a 360° experience of the
greatest quality. It was also important to integrate the project
within the global strategy of the brand, without being time
and resource intensive for Galeries Lafayette.
To achieve this, the Mirakl Team set up Mirakl Marketplace
Platform©, as well as the Mirakl Catalog Integration©, and
adjusted the specific features according Galeries Lafayette’s
specific needs. The two companies worked together to
ensure the successful and speedy integration of the
marketplace, and make Galeries Lafayette autonomous as
soon as possible.
Careful selection of sellers
Marketplace opened to brand and designers
One o�er per product
Standardisation of seller information for data
consistency
Mirakl has been fully integrated with the following
technologies: Hybris, Oracle
Increased references and choice for customer with
more than 70 brands and 60K references
Extended to 5 new product universes including home
and decoration
The Marketplace has been open since May 2013,
Check it out at: www.galerieslafayette.com
+330972303005
