Business Case • Retail & e-Commerce
Created in 1865, the Printemps Group is a storied French chain of department stores, focusing on beauty, lifestyle , fashion, accessories. The group, in key figures:
3300+ employees in EMEA;
20+ department stores in France, Qatar, and soon in the US (2024);
4 major brands: Printemps, Citadium, Made in Design, Place des Tendances;
70M In-store visitors;
68M website visitors.
Over the last few decades, the Printemps group has positioned itself as a prominent player in the fashion & luxury e-commerce industry. The purchase of Place des Tendances, a fashion and beauty e-retailer, in 2013 was a key strategic move.
It's worth noting that Place des Tendances goes beyond solely an e-commerce platform. It's a digital shopping pioneer committed to providing personalized buying experiences for their clients, as well as being a hub for sharing the latest trends and offering friction-less access to the newest collections from 600+ French and international partner brands.
How? Through a thorough and relevant selection of products and guidance, covering to all the major phases of our clients' lives: Home, Maternity, Plus Size, and Children's sections.
The Printemps Group has identified two main trends in digital shopping: the shopping app's increasing recurrence of uses and its increasing share of sales compared to other channels (Web Mobile and Desktop).
With regard to the increasing frequency of use of shopping apps, Mathieu STAAT, Chief Omnichannel Officer, has identified three main drivers:
Receiving exclusive offers (68%);
Comparing products, prices, and stocks (62%);
Accessing more products (54%),
This has implications for the app's share of sales, which will grow from 31.7% (2020) to 37.2% (2021) in just twelve months.
In order to adapt to these new app customer needs and habits, it became clear that the Printemps Group brands needed to implement app push notifications. This is not only to create a more complete and personalised omnichannel experience, but also to develop sustainable app traffic growth.
"An app without push notifications is useless. Otherwise customers will look for the app, find it, use it only twice, and then nothing happens. We will only create this frequency of visits by reaching them with push notifications."
In this challenging economic environment, the strategic decision to invest in mobile CRM is also primarily an ROI-driven one, with customer loyalty identified as the predominant profitability lever.
"If you possess an extensive primary database comprising of hundreds of thousands or even millions of records, it would be beneficial to make a substantial investment in the app. The process of migrating this database to the app is far simpler and more pertinent than starting the acquisition from scratch."
For the Printemps Group, a shopping app means ensuring good purchase frequency and good conversion rates.
"The app has better conversion rates than all the other channels. Overall, the ratios remain similar: the mobile site has a x1, the website x2, and the app x3."
After a thourought benchmarking, the Printemps Group chose the Batch solution for three main reasons:
Reason #1 : enterprise-ready, user-friendly, and interconnected solution;
Reason #2: strong European customer references in the retail, e-commerce, fashion luxury industries;
Reason #3: CRM Expertise on both business and technical side, from implementation to daily run. As Mathieu STAAT (Chief Omnichannel Officer, Printemps Group) said: "In addition to the required functional coverage, we wanted to see if the Batch teams could bring us ideas that would challenge us. It's great to have push notifications, but you have to know how to activate them."
"These Trigger Automations campaigns are a standard practice that cannot be overlooked. Additionally, we will showcase the innovative use cases of our latest features. Our primary aim is to create an association between our app and innovation in the minds of our esteemed customers."
Discover why the Printemps Group chose Batch as a key partner by downloading the business case!