Galeries Lafayette is reviewing its omni-channel customer acquisition strategy

Retail group Galeries Lafayette announces that it has revised its omni-channel customer acquisition strategies. The objective was to enrich its ecosystem for the collection and use of proprietary data, and its acquisition of customers in search channels (search engines such as Google), in SEA and SEO, and in advertising on social networks (social ads or social networks paid). ) such as Facebook.

Better profitability levels than in previous years

For this, he calls on the teams of Primelis, a data and marketing consultant. This company has overseen all SEO activities of the Galeries Lafayette group since 2020, then took over all digital performance levers (SEO, SEA, Paid Social and Search) of Galeries Lafayette. As a result, in a period of strong commercial activity, Galeries Lafayette achieved better levels of profitability than in previous years. Investments have been more substantial from one year to the next.

Galeries Lafayette wants to develop in-store sales thanks to digital

In a next step, Galeries Lafayette plans to work more on the data environment, in particular on processing potential audiences as well as the media mix. The objective is to gain maturity in ROPO (Research Online, Purchase Offline), developing the sales generated in stores thanks to digital.

🇧🇷 Our goal was to bring customers from our stores to our website, and vice versa, from website to stores, trying to understand and reconcile users’ journeys. explains Emmanuel Guillo, e-Business manager at Galeries Lafayette. 🇧🇷 The idea was to reframe everything to redefine our priorities and reinforce our growth goals. he continues.

Bring customers from the web to the store and back

The Galeries Lafayette group aimed to improve its omni-channel, in “web to store” (bringing its e-commerce customers to its stores) and in “store to web” (bringing customers from the store to the e-site). -commerce) and customer knowledge with their “repeat” rate (repeat purchases), high and low performance (bigger and smaller buyers), etc.

Galeries Lafayette’s proprietary data has been analyzed for use in the various acquisition levers

On the Primelis side, a preliminary stage aimed to understand the working methods of the Galeries Lafayette teams. The entire operation of the store network was studied, including the product catalogs. The activity history of the technologies and software dedicated to e-commerce used by the Lafayette Group was revised to have as much proprietary data as possible, to analyze it and then use it to serve the various acquisition levers.

Strategic steering committees and daily exchanges were created between the Galeries Lafayette and Primelis teams. Every morning there were reports from the previous day on investments, revenue, etc. From these data, we looked for what could be readjusted.

Data processing to understand user behavior

A large set of data was processed, almost granularly, in order to enrich insights and better understand the behavior of users onsite, on the e-commerce site. The challenge was also knowing how to reuse this data to stand out from the competition through intelligent distribution strategies, based on targeting customers and prospects, inventories by product, online and offline search and purchase behavior.

Galeries Lafayette identifies consumer trends to better distribute investments according to best performing categories

New data streams were built. They identify consumer trends on the e-commerce site and in Galeries Lafayette stores to better distribute investments according to the best performing categories. Daily strategic surveillance, both on consumer behavior and on the evolution of the technologies put into practice, was essential to know which digital lever is most appropriate to the need. The approach is to try to find the most relevant channel based on what will be offered, rather than favoring one channel over another.

The Galeries Lafayette group welcomes 60 million visitors to its 290 stores and e-commerce sites a year and employs 11,000 people. Reaches almost 4.5 billion euros in retail sales. Its various brands are Galeries Lafayette, BHV MARAIS, La Redoute, Mauboussin, Eataly Paris Marais, Galeries Lafayette-Royal Quartz Paris, Louis Pion and BazarChic.

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