[mind Retail Exclusive] 9 months after the launch of customer calls, Etam’s sales conversion jumped between 4 and 7 points

In France, Etam underwear retailer (2023 sales of €480 million, down by 94% in one year, via 860 stores in 57 countries) launched a new initiative at its 317 French stores. Sales staff started calling customers directly in January 2024. The company did not disclose the volume of calls. For the customers called, the company recorded an increased sales conversion rate of between 4 and 7 points. “Our call lists are built up from a database containing 30% of our members, i.e. those who have...