GALERIES LAFAYETTE CASE STUDY Department store THE STRATEGIC MODERNISATION OF AN EXISTING E-COMMERCE ACTIVITY The Galeries Lafayette’s Marketplace project was based on two objectives: to recreate online the quality of the in-store experience, and to respect the identity and values of this iconic and world-renowned department store. GALERIES LAFAYETTE AT A GLANCE Established in 1894, Galeries Lafayette is the leader in high street retail in France. Gathering together luxury and popular brands, it offers a high quality shopping experience to all of its millions of customers. KEY FIGURES 2,3 bn € in 2014 250 Stores 15 000 workforce 40 000 SKU / 10 M VU OFFERING THE MOST COMPLETE EXPERIENCE, FROM AFFORDABLE TO LUXURY GOODS Safeguarding its future with Mirakl Contact us for a free demo and diagnostic: [email protected] +330972303005 www.mirakl.com Although the Galeries Lafayette performs well financially and has strong brand awareness, its e‐commerce activity was limited and barely profitable. So the management team knew it had to modernise its model and adapt to the new habits of the consumers, especially by improving the customer experience. As one of Europe’s number one fashion destinations, and also a department store, the key to Galeries Lafayette’s success was to put everything under one roof for its customers, gathering a large choice of selected brands and guaranteeing the quality of the shopping experience. The key to improvement was to transfer this know-how online, in order to allow consumers to buy anywhere and at anytime. But increasing the choice, remaining competitive and delivering a great service is a huge challenge, to which building a Marketplace was the natural answer. Opening a Marketplace was part of a global strategy that aimed to offer a cross-channel experience to the customers. By opening a marketplace and growing its online offering, Galeries Lafayette is able to provide a wider choice and offer new categories of products, without investing in storage or logistics. Thanks to the Marketplace, the customers who can’t find what they are looking for in the store are not lost. Furthemore, they can discover online new brands that are not yet available in store. Visitors to the Galeries Lafayette online are also inclined to come back in the stores, with services such as in-store delivery. Galeries Lafayette can provide a larger traffic online and offline to its partnering brands, and can therefore increase its sales and profits thanks to the commission on Marketplace sales.