Lapeyre, a subsidiary of the multinational French corporation Saint Gobain, has partnered with Contentsquare to bolster its digital strategy with actionable insights into digital customer behavior. Lapeyre.fr is at the heart of the brand’s customer experience strategy, and the digital team was looking for a solution to measure visitor behavior and help improve customer journeys across the board.
To stay ahead in a highly competitive market, Laypeyre’s goal was twofold: maintain the double-digit growth of its online sales while guaranteeing a seamless omnichannel experience for customers thanks to a data-driven organization.
There are several reasons the popular homeware store decided to partner with Contentsquare, not least the platform’s ability to capture and analyze millions of visitor sessions, and to provide actionable recommendations without the need for a tagging plan. Accessibility and ease of use were also key decision factors.
Using the journey analysis feature and the zone-based heatmaps, Lapeyre was able to start leveraging Contentsquare recommendations right away.
This allowed teams to prioritize optimization efforts but also had an impact on the testing strategy, generating uplift with fewer, more focused tests.
The objective: continuous improvement of the User Experience (UX) on ideal purchase journeys and a steady conversion rate optimization.
Contentsquare : What commercial challenges is Lapeyre facing today? Is the competition fierce?
Yann GUILLAUD : Yes, there is heavy competition. Lapeyre exists in a complex and competitive environment, at the crossroads of many different types of brands. There are the DIY/home improvement giants (Leroy Merlin, Castorama), the specialized stores (kitchen outfitters, carpentry and joinery specialists, etc…) and the furniture brands (Ikea, But, etc).
Today, Lapeyre’s goal is twofold: to grow revenue and to offer a seamless, omnichannel user experience. This is a necessity for all brick-and-mortar brands. We are focusing our efforts on acquiring revenue-generating traffic and we’ve already significantly increased our conversion rate.
We also encourage our customers to head in-store to benefit from the expertise of our sales associates, particularly when it comes to bigger home renovation projects (such as kitchen or bathroom remodels) or for tailor-made products (windows, doors, staircases). That’s why drive-to-store and in-store appointments are also an objective for us.
Contentsquare : How does Contentsquare fit into your sales strategy?
Yann GUILLAUD : Contentsquare is perfectly aligned with our growth objectives and our customer experience goals. Thanks to Contentsquare and the AI alerts feature, our team is not only capable of identifying short-term and long-term growth opportunities, but also to streamline the user experience on a daily basis.
Contentsquare : Which teams use Contentsquare at Lapeyre?
Yann GUILLAUD : The Contentsquare platform is mainly used by the eCommerce teams, and that’s why we chose this solution. Its ease of use, which requires no prior expertise (code, etc) was a key factor in our decision.
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