At a session of the Digital Performance Community on November 9th, the CDOs of the community discussed with Barbara Sohier – Global E-Commerce Director – about the acceleration levers in e-commerce for a brand.
The development of e-commerce has been greatly accelerated by the global pandemic, with online sales exploding in Europe (+13% between 2021 and 2020 to €718 billion). The digital transformation has also accelerated, affecting both retailers and manufacturers who have had to evolve their marketing systems, which until now have been heavily focused on point of sale. To understand these changes, Barbara Sohier returned to 3 key points in the development of Petit Bateau: organization, dates and the attention given to uses.
The organization, founded by Petit Bateau, is based on an optimization scheme whose goal is to serve continuous improvement through a CRO & UX approach. Based on the business goals of the company, constantly optimized ideas should be developed based on insights, tests and performance analysis:
The date, the fuel of every digital experience, is at the heart of the decision-making process. To meet expectations, Petit Bateau first set up a solid data competency structure; Recruiting the necessary talent (web analyst, data scientist, UX/UI designer, developer) for the team is therefore an important point in a market that is still very competitive. Once the data was collected and manipulated, the goal was to share it internally so it could be used in decision-making throughout the company’s value chain. Finally, making it easy to use for internal stakeholders is crucial to sustain the approach, but also demonstrate the business value associated with its use.
Pay attention to uses and aspirations is the 3rdth success factor. CSR issues are at the heart of consumer issues and in this context, Petit Bateau has partnered with Lizee – a software maker facilitating circular e-commerce – to engage with its brand of second-hand but also rental clothing. The start is for 16.11. planned. For Petit Bateau, it is an opportunity to project itself into “re-e-commerce”, betting on the sustainable transformation of the brand and responding to strong expectations in an economic context where consumers are looking for alternatives to reduce their spending to lower.
A word from Barbara Sohier:
” Regarding PETIT BATEAU’s CSR commitments, in November we are launching a clothing rental offer from birth, allowing parents to kit themselves out at a lower cost while also committing to an eco-responsible approach. And thanks to the quality and durability of our products, which have been part of PETIT BATEAU’s DNA for 130 years, at the beginning of 2022 we have a wide range of products from 2nd Sell your own 400m2 store in Troyes as well as corners in some of our stores; this offer will be extended to digital (collection and resale) in the course of 2023.
These projects are proof of a perfect and effective alliance of business and environmental commitment. »