After 4 years of collaboration on personalised emails the lingerie retailer RougeGorge is accelerating with retail tech partner Reelevant, which is expanding within AFM thanks to recent contracts with Jules and Leroy Merlin. Omnichannel Client Director Graziella Marchese shares with mind Retail K.P.I.’s achieved and the next steps between real-time personalised web pages, integration of loyalty vouchers into e-commerce services and multi-local campaigns.
The context
For RougeGorge underwear retailer (2024 net revenue: €85.5 million, down by 5.5% according to Pappers) e-commerce is the retailer’s top traffic driver. Yet the lingerie retailer records a frequency of only 1.8 purchases per year. The strategic challenge includes asking how can the e-shopper cohort be encouraged to visit stores which remain the main purchasing channel? “Since 2021 we have had twice as many visits on the site as in stores and 40% of customers in stores consult the sit
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