Bazar Avenue is a retailer specializing in the world of the home, with kitchen utensils, tableware, indoor and outdoor furniture and household appliances. The company has 3 stores in Nantes, Rennes and Le Mans, with over 20,000 items, and a Prestashop e-commerce site. bazaravenue.com connected to company management systems (ERP, cash management).
Our collaboration with SOLEDIS began in 2009, at an e-commerce trade show in Paris, when we met Yoann Samson, Managing Director of SOLEDIS.
CREATING AN E-COMMERCE SITE TO DEVELOP YOUR BUSINESS ACTIVITY
In 2007, Bazar Avenue had a very outdated e-commerce site with no real sales targets.
The initial request was to create a new, more effective website in terms of business. The support associated with this e-commerce project remained purely technical, until 2013.
The increase in sales as soon as the site went online meant that it could be considered as a "one-stop shop". bazaravenue.com as a real online store.
A CROSS-CHANNEL STRATEGY TO SUPPORT THE CONSUMER'S EVERY MOVE
One of the challenges of the Bazar Avenue is to both support the stores and develop its merchandising business as an entity in its own right.
Adopting a cross-channel strategy multiplies sales opportunities by accompanying the consumer through the various stages of the purchasing cycle.
Customers have a wide range of expectations: they compare, and take time to reflect before making a purchase. They need to be reassured about the quality of a product. Even so, some customers prefer to place their orders on the website, and therefore compare the delivery and after-sales services on offer.
The e-commerce site of Bazar Avenue enables us to complement our physical store offering and meet the expectations of our multi-channel customers.
Today, Bazar Avenue's e-commerce channel has its own growth and business objectives.
WEBSITE REDESIGNED WITH PRESTAHOP TO MEET THE CHALLENGES OF E-COMMERCE
One of Bazar Avenue's major e-commerce projects was the redesign of the site in 2016 to migrate to a Prestashop more in line with their technical and evolutionary expectations.
USER EXPERIENCE AT THE HEART OF E-COMMERCE CHALLENGES.
One of the objectives of this redesign was to improve the user experience. This involved working on a number of essential levers, in particular :
- Web design, a genuine e-commerce transformation tool.
- Boost page loading, because a customer who waits is a customer who leaves.
- A high-performance search field to meet customer expectations as closely as possible.
Together, these elements ensure fluid navigation that guides customers through the site.
September 2020 marks a new stage for Bazar Avenue, with a graphic overhaul of the website, accompanied by a change of identity and work on the graphics. This will also be an opportunity to rework the site's tree structure and ergonomics, always with a view to improving the user experience.
To live and perform, an e-commerce site must keep pace with changes in consumer behavior as well as the technical developments brought about by new technologies.
WEBMARKETING SUPPORT TO BOOST VISIBILITY AND SALES
Beyond the graphic and technical aspects, there are a number of webmarketing levers that can be used to accelerate a website's performance: work on SEO, run Google Ads or affiliation campaigns, be present on marketplaces, or use social networks...
Olwenn, Webmarketing Project Manager at Soledis, tells us all about it:
"My role as a webmarketing project manager is to support customers in their webmarketing strategy. In the case of Bazar Avenue, we defined a global webmarketing strategy and an action plan to implement tools adapted to their performance needs."
Corinne Massé, head of web services and website management at Bazar Avenue, explains:
"We needed support in webmarketing skills to improve our performance. We decided to let Olwenn, our webmarketing project manager, manage our webmarketing, and in particular our Google Ads / Google shopping campaigns. Olwenn's recommendations on optimizing our SEO quickly bore fruit. We appreciate the advice Olwenn gives us, suggesting actions to test or implement. It's a real exchange of ideas, which we really appreciate.
For Bazar Avenue, 2020 was a pivotal year on the web, and 2021 will be as well.
Present on Amazon, they have decided to stop using this sales channel and move towards independence by refocusing sales solely via their website. A decision more ethical than strategic on the part of the owners. And even if they had to accept a drop in sales for a time, they have no regrets about their choice today.
The website's performance has compensated for the discontinuation of Amazon, which nevertheless accounted for almost 60% of web sales in 2019. This is due in particular to the evolution of SEO, affiliate performance and the creation of Google Shopping campaigns.
A fine increase in sales on their site, with results ahead of 2019 despite a particular context linked to current health issues. The period of confinement has enabled Click and Collect to be structured in stores.
Since 2009, many changes have taken place at both strategic and technical levels, and this collaboration continues thanks to mutual trust.
A WORKING METHODOLOGY AND A RELATIONSHIP OF TRUST AT THE HEART OF A LONG-TERM COLLABORATION
One or two meetings a year enable everyone to take stock of desired developments and future projects. This two-way relationship has created a climate of trust which has ensured that this wonderful collaboration continues today.
Corinne Massé then talks about the infrastructure aspect and the relationship created with Bruno, customer support at SOLEDIS:
"Bruno has known us from the start. He has this global vision of our company and quickly understands our technical issues. This mutual knowledge and cross-functional approach is highly appreciated, and is bound to make us more productive.
Bruno, customer support at Soledis
The agility on which SOLEDIS' work methodology is based enables us to be responsive to our customers' expectations and adapt to their problems.
In-house teams (project managers, studio, webmarketing, customer support) interact with each other on customer projects, ensuring fluidity and rapidity of response.
What are the next e-commerce trends for Bazar Avenue ? To be continued...
You too want a high-performance website, with technical and webmarketing support based on effective, long-term collaboration. Let's meet!
