With its 90 years of existence, the Lacoste model has established itself as a logo of trend impressed by sport, a novel fashion that’s each timeless and spans all gown codes.
A mark of class that transcends generations, the crocodile model has been current in Morocco since 1994, with 14 shops deployed within the largest cities of the nation. Every retailer invitations you to rediscover a world of trend and class, drastically impressed by the world of tennis, celebrating the roots of the French model.
Represented by the Safari group, Lacoste has a turnover of 1.5 million euros in Morocco.
Lacoste, an acclaimed model on the Moroccan scene
To answer rising success pushed by robust demand from native shoppers (greater than 85k searches per 30 days on Google Morocco), in 2022, Lacoste launched its personal ecommerce web site in Morocco (www.lacoste.ma), the third on the African continent after Egypt and South Africa
Native help that adapts to the model constitution
To launch the mission, Lacoste turned to a PrestaShop-certified know-how accomplice in Morocco. This native participant has confirmed to be an excellent accomplice, capable of greatest reply to the robust necessities of the Safari group for implementing a digital structure on the service of the person expertise, in step with the model constitution.
“Our sensitivity to the style theme and our varied references for customized ecommerce websites of French manufacturers, helped us persuade the Safari and Lacoste groups of the relevance of selecting PrestaShop as an tailored and versatile technical resolution”
Driss El Alami, CEO of Egio Ecommerce Company
First workshop, first problem
“From the kick-off with the UX Lacoste groups, we grew to become conscious of the dimensions of the problem. Greater than 20 person journeys, and at least 120 screens with ultra-groomed design and copywriting, in numerous desktop, pill and cell codecs, integrating quite a lot of visible particulars that embody the premium universe, trustworthy to the picture of the model”
Driss El Alami, CEO Egio Ecommerce Company
The flexibleness of PrestaShop theming and the mixing experience of the Egio groups have made it potential to acquire a visible rendering aligned with the Lacoste constitution, whereas guaranteeing an optimum degree of efficiency. The location has a Google PageSpeed Insights rating of 90 on desktop and 70 on cell.
“The launch of Lacoste.ma required nice consideration to element and steady adaptation to wants, with many challenges to beat to fulfill the expectations of the model and shoppers. It’s subsequently essential for us to take care of continuously enhancing high quality to supply a easy person expertise, fulfill new shopper expectations and stay aggressive in a continuously altering market.”
Sendence Jabbar, Safari Group Digital Advertising Officer
The merchandise up shut and private
Earlier than the Moroccan model was deployed, Moroccan prospects needed to undergo the Lacoste France or Spain websites to search out out about new collections.
The presentation of the catalog, the search engine, the faceted filters and the highlighting of the merchandise of their completely different colours and sizes had been a serious problem for the mission. Customers hoped to search out an similar buyer expertise (for instance, on personalised pages: males, girls and youngsters), the identical content material high quality on product pages (particulars of options, descriptions, photos and movies), and the identical interplay factors to which they’ve turn out to be accustomed.
Information assortment and choice work on 500 product references was carried out with the Lacoste groups. By connecting PrestaShop to the Lacoste PIM, we made the required diversifications to the native merchandising context, then made it obtainable to Egio groups who combine it into PrestaShop, via automated synchronization that helps knowledge and media.”
Radia Berrada, Safari Group Retail Director
An environment friendly order journey
On this space, quite a lot of effort was made to customise the screens of the order funnel and the PrestaShop buyer space to adjust to the model’s grasp pointers. Remaining variations that end result from a number of iterations, A/B testing and lots of enhancements impressed by buyer suggestions.
“In lots of tasks, retailers and businesses don’t customise the checkout or buyer space sufficient, whatever the CMS, as a result of usually it’s fairly advanced, and sometimes considered “high-risk” interventions by growth groups. Within the case of robust manufacturers like Lacoste, this sort of barrier simply provides method to two priorities: preserving the identification of the model, and guaranteeing an optimum buyer expertise.
On this regard, Egio groups had been ready to make sure the stability between these two priorities and the customization prospects provided by PrestaShop”
Anne-Marie Da Rocha, International Director of Digital Expertise and Innovation at Lacoste
An Search engine optimisation-ready web site and omnichannel functionality in sight
From the structure and growth phases, specific consideration was paid to the Search engine optimisation element: an Search engine optimisation guide mandated by Lacoste supported the groups in implementing technical suggestions, aligned with the model’s nation technique.
“The exchanges and implementation of Search engine optimisation suggestions had been fluid. Along with the Search engine optimisation guide, we rapidly certified the completely different optimizations, these native to PrestaShop or people who required particular growth”
Driss El Alami, CEO of Egio Ecommerce Company
4 weeks after the launch, regardless of the positioning being new, it’s already in second place within the model consciousness search outcomes, simply after the worldwide Lacoste web site. It must be positioned in first place very quickly on searches situated in Morocco.
“The foundations at the moment are laid: ecommerce web site and administration of organizational and logistical change. Now it is time for omnichannel advertising and marketing. A brand new part of the mission is underway to fulfill our ambition to additional develop the digital channel by giving it the facility of unified commerce, due to the core of our ecosystem primarily based on Cegid and PrestaShop”
Abdelaziz Derdak, DOSI Safari Group