Figaret: when CRM boosts international e-commerce growth

Interview with Noémie Pezet Rosati, digital & omnichannel director at Figaret

 

Founded in Biarritz, Figaret has been cultivating the art of the shirt since 1968. This famous master shirtmaker is the benchmark brand for men's and women's shirts, always up to date while preserving its heritage.

Bought by the Experienced Capital fund in 2017, the brand now has 29 stores in France, and its current challenge is to accelerate its international expansion, recently marked by the opening of a first store in Belgium in 2023, and the launch of a new e-commerce site.

Noémie Pezet Rosati, digital & omnichannel director at Figaret, oversees acquisition, e-commerce, CRM, as well as customer service and e-commerce logistics. In this interview, she explains her choices and the strategy she has implemented to support the brand's international development.

What were the strategic changes required to turn the corner on the international stage?

Opening international boutiques is one of the obvious strategies to implement, and our boutique in Brussels is proof of this. We also have wholesale development ambitions.

In parallel with the opening of these outlets, the need to reinforce omnichannelity emerged. Omnichannel, and more specifically the development of digitalized points of sale, enabled us first of all to link On and Offline, and to manage stock issues. We introduced Order in Store, equipping in-store staff with tablets to facilitate ordering, followed by Click & Collect. We also launched "Ship from Store".

The aim of this project was to limit stock shortages by creating a single stock for the site, consisting of its own dedicated stock, but also by making the stock of certain boutiques accessible. This very "logistical" project has had a very significant business impact, so I'm really proud that we were able to bring it to a successful conclusion.

The digitalization of our points of sale must necessarily be accompanied by a review of our e-commerce site, which must be capable of taking into account new retail use cases, omnichannelity and our ambitions for international development. We recently chose to migrate to a Shopify site and to implement Global-e which enables us to localize language, currency, payment and delivery options to suit the habits of each country.

In terms of CRM, how has the Splio platform helped you with your development strategy and change of CMS?

Splio really seemed to us to be the best partner and its platform the most relevant ally to guarantee the omnichannelity of our customer journeys and continue to capitalize on all our data for the animation of the base. We've been working together since 2018, and the knowledge we have of each other is important.

The migration of our e-commerce site was greatly facilitated by the native connector between Splio and Shopify, and by the support provided by the Splio and the Symediane teams. Once the app was installed, data exchanges between Shopify and Splio were automatically activated, and I was able to concentrate on other aspects of the migration project. We were also able to keep all the campaigns that had been set up, without having to reheat any IPs...

This kind of e-commerce site migration project is very demanding, and this facilitation was very beneficial and a great comfort to us!

What advice would you give to an e-commerce manager about to change e-commerce software?

I'd recommend that she surround herself with the right people - that's the key to success!

We chose to be accompanied by the web agency Symediane, who recommended Shopify to us, and were able to follow up and advise us throughout the migration.

The need for Third-Party Application Maintenance (TMA ) is also absolutely essential to manage the complexity of data flow exchanges with the various sources. TMA is currently managed by the Symediane agency.

It's also key to be well prepared when it comes to SEO, and to be accompanied by a specialized agency or an expert consultant on the subject. A change of site management tool necessarily implies a drop in referencing, and to limit these effects it's essential to be well supported, because SEO is a profession in its own right!

What's the current state of international e-commerce growth?

In terms of internationalweb traffic andacquisition, we're very satisfied with the results, as we're already seeing excellent natural growth in new countries. We are now going to test the development of acquisition in those countries where we see the greatest potential for growth.

With regard to the animation of our base and the marketing automationwe want to develop an ambitious schedule. As far as the newsletter is concerned, we send out around two email campaigns a week, based on a simple segmentation made up essentially of active 24-month-olds, but we know that there are still many functionalities to be exploited in Splio to better personalize our emails.

We're also ramping up our trigger campaigns. We don't send out many promos and can't use this lever for our animation. We are therefore capitalizing on the potential of our RFM segmentation and editorial triggers, and are also testing product recommendation to increase conversion rates. I'd like to test different approaches to cart abandonment emails, again integrating more qualitative content to preserve our brand image and boost performance.

What do you like best about Splio?

You are undoubtedly experts in retail and customer marketing. I've known and used you for a long time, before Figaret, and for meSplio's DNA is the relationship we have with the teams and the support we give to Customer Success Managers. For example, we recently had a workshop with our CSM who challenged us and pushed us to improve. This is of great value to us, in addition to the technological tool itself.