Lacoste is a French company, specialized in the manufacturing of men and women’s ready-to-wear sportswear. The company was founded in 1933 by André Gillier and René Lacoste; together they invented the polo shirt.
As Performance Manager Europe at Lacoste, Aurélie’s main mission is to improve the global performance of the 13 Lacoste sites in Europe. On a daily basis, this involves deep data analysis: data on user paths, on products, on customers. These analyses are now enriched by the data visible on the Foxintelligence platform.
“Thanks to Foxintelligence I can monitor our market share and understand why we are losing volume while another competitor is gaining.”
Lacoste has been using Foxintelligence for 5 months. For the moment, 2 teams have been trained to use the platform, and a 3rd team will soon be onboarded.
Foxintelligence analyses billions of electronic receipts every day. The result: concrete and actionable insights delivered to e-retailers in real time, allowing them to understand their market, their customers, the trends and to adjust their strategy.
Within the performance team, Aurélie uses the platform to produce reports:
“I also do in-depth analyses, which meet specific needs. For example, we did an analysis of the impact of second-hand clothing on our sales, to see if there was an opportunity to develop second-hand clothing at Lacoste. These are one-shot analyses on specific themes, to identify all the business opportunities relevant to us.”
Before using Foxintelligence, Lacoste did not systematically analyse its market. The question only arose when objectives were not met.
“If we didn’t see anything strange, we would say to ourselves that it’s cyclical. Which means everything and nothing. Foxintelligence allowed us to understand what was going on in our market, to analyse why we’re not (or barely) hitting our goals. Now we have very concrete data. We can say that we are losing market share because another marketplace is gaining, and that the marketplace is gaining market share because they are currently offering a 15% discount on the entire website.”
With Foxintelligence, Aurélie can monitor the competition, “it’s allowed us to break the initial idea we had of our competitors landscape.”
Since she started using Foxintelligence, her list of competitors has evolved considerably. She used to think of certain players as serious competitors – only to find that they hardly ever took market share from Lacoste. And conversely, she realized that she had missed some players she had not identified as competitors, “we thought they were insignificant, but the numbers proved us wrong.”
The data allows for more exhaustive business reports, “it’s very reassuring to arrive at the business meeting with precise figures; How much market share do we have? How much are we losing? How much are we gaining? Are we gaining as much as other brands? Are our market shares increasing faster on the site, on marketplaces or in second-hand stores? It just helps us better understand our market.”
Foxintelligence, the solution to knowing everything about your market and getting a head start on your competitors
“If Foxintelligence did not exist, we would have no other solution.”
Foxintelligence allows us to:
Foxintelligence is the biggest European e-shopper panel. It gathers over 1.5 million e-shoppers and has been designed so that brands and retailers can view their markets and online consumers with precision.
“Before, we said to ourselves, ‘I saw that such and such an actor made some aggressive private deal, so maybe that’s why we didn’t reach our objectives.’ So eventually, maybe or maybe not that played on our performance. Now, there are no more assumptions: we know that we have gained market share at the expense of this player, that we have lost it to another player. We save time – and the time we save is what we initially spent investigating for nothing.”
Aurélie also uses Foxintelligence when Lacoste performs well; to analyse why the objectives were reached, to draw learnings from them, and to implement the same strategy on other categories.
“We can see from whom we have taken market share in a given product category, and then put these products forward in our rankings and sales promotions. This allows us to not waste time. Now we are sure of what we are putting in place.”
At Foxintelligence, each customer has a dedicated Customer Success Manager. They are trained during the onboarding phase, and then support the customer in the daily use of the platform. When they need to go further in their analyses, their contact person takes over to provide them with the data in question.
“When I don’t know how to do an analysis myself, a CSM responds to my request and provides me with a complete analysis, explaining exactly how it was done so that I can do it again myself later. And that’s really valuable.”
What does Lacoste (and more particularly Aurélie) appreciate the most in the proposed support? The reactivity: having an answer within the hour when she has a question about the use of the platform or about the figures she has extracted.
“I have rarely seen such a precise support.”
The key features used by Lacoste:
“This means that it takes me 1 hour to do my 5 monthly business review slides – which is very little! For my weekly reports, I only need 10 minutes now.”
During this appointment, we will present our methodology and various use cases for different industries based on the utilization of our 10,000 users.
Based on the transactions of our panel of +5M e-shoppers in the world.
Get more than news, get insights. Our content brings you the most important and engaging stories in eCommerce. For free.
Promote post
During this appointment, we will present our methodology and various use cases for different industries based on the utilization of our 10,000 users.
Lorem Ipsum is simply dummy text of the printing and typesetting industry.
Lorem Ipsum is simply dummy text of the printing and typesetting industry, when an unknown printer took a galley of type to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry.
