Summarizing this conversation in 13 minutes is simply heartbreaking. A few months ago, I had the pleasure of talking with Mickaël Austruy, e-commerce and digital manager at Project X Paris, about the brand, its success, and the overhaul of its strategy. A real treat! He told me how, after considering abandoning SPREAD, he supported its growth by centralizing and streamlining its customer marketing within our CRM tool . But also how he relies heavily on animation and foundation to continue building a qualified and engaged community. Finally, he shared with me all the projects that drive him for the coming months (and which did not fail to make my little octopus hearts beat faster). Without further ado, I invite you to dive into the strategy of a brand that has multiplied its turnover by 200 in less than 5 years, no less! Hold on tight, because this is moving! A new beginning A little more and this interview almost shopify website design never existed… (that’s what makes the story beautiful, you might say). Enough suspense, here’s why Project X Paris and SPREAD took a fake and then a new start. A strategic choice December 2018, Mickaël arrives at Project X Paris to take over management of the e-commerce division. His assessment is clear: the team uses SPREAD to organize a few contests, send a few newsletters . In addition to that, it also uses two other tools to route transactional messages and automated messages. Marketing costs are piling up. The time has come to choose: terminate SPREAD, which is totally underused, or on the contrary, pool everything within the tool. Your unfailing insight leads you to believe that Mickaël made the second choice? You are right. He also explains why. Marketing independence and mobile first With such growth, and a particularly changing market, the French brand had a clear need: more flexibility, responsiveness and immediacy.
However, it is not always easy for marketing departments to be able to "implement the right strategies quickly" without being dependent on IT, as Mickaël says. It is precisely this possibility of marketing independence that appeals to him. No additional development costs for dynamic on-site display . No delay to test free shipping on weekends. “ Simple, basic” as one of the brand’s famous ambassadors would say ! Another argument that tipped the scales: the omnichannel dimension of the messages. With a core target of 18-30 year olds, it is impossible not to think in mobile first. It is therefore natural for the brand to have wanted to centralize and script the sending of its various messages both by email and on site or by SMS . Finally, it is above all the prospect of a unified and coherent customer and prospect database which pushed Project X Paris to continue the adventure with SPREAD. Towards a unified CRM strategy Very often, in the event of strong rapid growth, we structure ourselves as we go along. It is therefore very logical that Mickaël wanted to start again on a healthy basis and rebuild "the foundations of the house" , as he puts it so well, before building the future.
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发表于 2024-10-31 13:31:49
