In addition to the site redesign under Prestashop 1.7 made by Soledis, Champgrand called on NodalMedia's expertise to benefit from its offer. NodalVision data flow management to Google Data Studio, dashboard design and monthly support in reading this centralized data.
Here's a cross-interview with Alec Lorphelin, CEO of Champgrand, and Marie Noël, webmarketing expert at NodalMedia, to understand the implementation of this datavisualization service.
Could you tell us about your company and your e-commerce business?
Champgrand sells outdoor lifestyle brands for all country lovers who spend their days outdoors. Whether you're out in nature for work (farmers, breeders, market gardeners, veterinarians) or for pleasure (gardening, horseback riding, hunting, fishing) you need good boots, good coats and hard-wearing pants.
We sell all this in two stores in Belmesnil and Blois and online. Our site was redesigned in 2020 by Soledis, a Prestashop Platinum-certified agency, which is still in operation today. our e-commerce partner for regular improvements.
NodalMedia, its webmarketing unit, convinced us with its NodalVision offer for gain greater relevance in the management of our online business, thanks to datavisualization.
What was your initial need? What data were you missing?
In Prestashop, we have the number of orders, the average basket and the sales. What we didn't have was our margin, our discount amount, our collected shipping costs, our best product family, our best brand, the products where we have overstocks... We didn't have any ERP or cash register software, so we didn't have all these indicators. Whether at a given moment or over a given period, this data is essential for making the right decisions.
How do you use this dashboard today? What has Google Data Studio changed in your strategic e-Commerce management?
I know that the manager of my e-Commerce business looks at our Looker Studio dashboard every day. As a manager, I look at it slightly less often. The information I look at most frequently is our margins and remaining stock on our best-sellers for anticipate stock shortages.
This tool has effectively transformed our way of working Today, we think in terms of margins rather than sales. We also have better inventory management by anticipating stock-outs.
What is NodalMedia's added value in the monthly reading of these dashboards?
The opinion of Marie, webmarketing expert at Soledis, is interesting because it gives us another perspective on our results. Marie has the experience of other NodalMedia customers and a web culture that we don't have. She therefore has interesting points of comparison for comment on our figures, identify very good results in relation to the e-commerce market, or point out areas for improvement. It can also improve dashboards if you wish to clarify them or if you have identified a correction to be made.
Can you describe the organization of the e-Commerce dashboard created for Champgrand?
The Champgrand dashboard is fairly representative of what we do for all our customers. It includes datavisualization from Prestashop data.
The data is organized in tabs, enabling the creation of views according to business use. Some views focus on meeting objectives, whether in terms of sales, after-sales service or new customer registrations. The tracking of products sold and inventory levels are also very often appreciated by all our customers. We can then provide customized reading elements at the request of each customer.
This datavisualization also features interactivity, with filterable dashboards based on date fields. Various sorting options are also available to isolate views on top, order status or products that are about to run out.
Finally, the raw data is processed to produce KPIs that can be calculated and exploited in scalable graphs, such as realized margins and margin rates.
This provides two levels of reading. At first glance, for the period set by default, you can quickly access essential information: number of orders, sales, margin, number of new customers, top sales, backorders. With time-based graphical views for quick comparisons and optimal reading comfort.
Then, if you're looking for information, the sorting options allow you to read the data in more detail: which brand should I run my next clearance promotion on? Which products are favored by my repeat customers? Who are my most loyal customers? Is my after-sales service workload increasing?
What are the specifics of this customer and its dashboards?
Champgrand enters its product purchase prices into Prestashop, enabling us to automatically calculate margins in the dashboards. This data, combined with the possibility of choosing which order statuses to take into account, enables us to provide a highly accurate financial view of website activity.
Have you aggregated feeds other than those from Prestashop?
We created dashboards based on Google Analytics data. It wasn't a request from Champgrand, but these are dashboards we're used to making, and which we feel are essential for the proper management of a website, whether it's a merchant or not.
In particular, this enables us to alert our customer to data that we consider abnormal: a conversion rate that's too low on mobile, for example, is something we'll point out, given our experience with several customer accounts and the rapid availability of this data. We can also direct webmarketing actions if we identify shortcomings or opportunities for growth.
