The multiboutique from PrestaShop, available since version 1.5, revolutionizes e-commerce management by enabling the administration of multiple stores from a single back-office. This feature is a considerable asset for brands seeking to expand their international presence without multiplying management efforts. Customization is pushed to the limit, allowing adjustments to prices, design, product offering and even modules, for a totally made-to-measure shopping experience.
Although this feature makes it easy for users to get started, managing several stores at the same time requires a great deal of skill and rigor. Efficient e-commerce management increases your chances of success. Find out more about Soledis' e-commerce best practices in the following paragraphs.
Understanding multi-boutique configuration
Details of what's involved in managing a multi-boutique store
Having several stores at the same time also increases the amount of stock to be managed. It's important to ensure that each shop has an appropriate level of stock. Nevertheless, the multi-store management provides advantages in this area. If the user sells the same products, it is possible to urgently supply one store with another in the event of a shortage. This method works on Prestashop, since the user has a global view of stocks on a single dashboard.
A multi-boutique also involves price management. If you decide to set up stores for different targets, you don't want to sell at the same price. They are set according to the specific demands of that market segment. For example, a BtoB store buys in large quantities. This means the customer will have no trouble arranging payment in instalments. This is not the case for a BtoC store.
Managing several stores at the same time means keeping a close eye on sales. However, this task proves difficult with two or three other platforms to manage. This is especially true when one site is running promotional sales while the other is not. That's why it's important to centralize multi-store management to better manage operations.
Managing promotions can be problematic with multiple stores. Promotions must be adapted to the market segment. For example, gift cards are interesting for individuals, but not for professionals.
Differences from managing a classic online store
The main difference between managing a multi-boutique and a traditional one is the volume of work involved. The multi-boutique mode requires rigorous planning. Nevertheless, PrestaShop's advanced features make it easy to deploy your online sales strategies. To help you get the job done, nothing beats a professional like Soledis.
Managing multiple stores means a proportional increase in inventory management. PrestaShop facilitates this task by providing an overview of stock levels and rapid reallocation between stores. Pricing policies will vary according to market segment: for example, a B2B store may benefit from flexible payment terms, while a B2C store will focus on direct unit sales.
Rigorous monitoring and centralization of operations
Meticulous monitoring of sales operations is crucial, especially when different promotions are running on different platforms. Centralization via PrestaShop facilitates the coordination of sales actions and overall management of strategies.
Personalization and strategic segmentation
PrestaShop's multi-boutique feature is the ideal tool for fine-tuning your brand positioning and adjusting your sales pitch to the specific needs of each customer segment. For example, a distributor of organic cosmetics could segment its offer by creating specialized boutiques, one dedicated to hair care and the other focusing on skin care for children and babies.
Optimized inventory and order management
Intelligent inventory management is essential. The ability to allocate specific stocks to each store, or to use shared stocks for common products, is an efficiency lever that PrestaShop handles brilliantly.
Brand consistency and targeted marketing
Maintaining consistency in communication and marketing is essential to reinforce your brand identity across your different stores. The marketing approach must be refined and adapted to the expectations of each target audience, as shown by the example of a travel company segmenting its offers for seniors on the one hand, and adventurers on the other.
Data processing and analytics
Informed decisions are fueled by precise analysis of each store's performance. Tools such as Google Analytics provide insights into traffic, conversion rates and average shopping basket - vital data for guiding your strategies.
Useful technologies and tools
Add-on modules, such as Looker studio connector for statistics, or Store Commander for centralized management, are invaluable resources for maximizing the efficiency of your multi-boutique stores.
Common challenges and innovative solutions
The multiplication of stores can lead to an increase in webmarketing investment. However, a good knowledge of acquisition levers and well thought-out segmentation will minimize the risk of self-competition and optimize return on investment.
Conclusion
Before embarking on your PrestaShop multi-boutique adventure, you need to think strategically about your objectives, your market segmentation and the product offering of your new sites. Once these elements are in place, the right management method and the judicious use of dedicated modules will enable you to take full advantage of this powerful functionality.
