Lise Charmel centralizes and optimizes its product management with Akeneo and Synolia

A threefold challenge

The goals were 1) to offer an exceptional shopping experience, 2) to support the group’s digital transformation and 3) to have a clean, structured product catalog.

On the product side, several needs were defined to guide the search for the ideal tool:

• Centralizing all product data in a single tool integrated with the new site: “We wanted our two tools to speak the same language, to make feeding our product pages simpler,” explains Delphine Boulange, CIO of Lise Charmel;
• The ability to integrate more data to enrich product pages;
• The need to keep the full product history (features, target customer, etc.) from one collection to the next.

At the heart of the PIM project

During the PIM rollout, “the tool’s fun and intuitive interface allowed the teams to get up to speed quickly and effectively,” says Delphine Boulange.

To have the PIM up and running in time for the launch of the new site, the project was delivered on a very tight schedule: “In two months, 321 categories, 11 families, 26 attributes and nearly 28,000 SKUs were entered into the PIM,” explains Delphine Boulange.

The PIM lets the brand enrich each product page with technical information, details about the design, its cut and its style, as well as information about its composition.

Finally, the tone and writing style used in the descriptions help create an experience tied to the brand.

Selling lingerie online is a very specific and complex business. Products must combine aesthetics, comfort, support and allure. So the challenge for the Lise Charmel group, through its site and especially its product pages, is to overcome obstacles such as the lack of a fitting room, the inability to touch the fabric and concerns about returns.

Precision and reassurance are the watchwords here. Thanks to the PIM, site customers enjoy a clean, consistent experience wherever they are in their buying journey. Filters make navigation much easier. Visually, all images are of excellent quality and let customers zoom in on products to appreciate every detail. Descriptions are precise and written in a language and tone that reflect the brand’s identity.

Information quality and sales performance

The PIM implementation also made it possible to structure product pages in order to prepare the merchandising of the site’s categories.

Whether it is dynamically grouping products to encourage and simplify the purchase of matching lingerie sets, or automating the product suggestions Magento supports natively, product page enrichment also aims to improve e-commerce performance.

Products from the same collection, complementary products, accessories… these are all additional levers to increase the average order value of Lise Charmel customers.

Taking stock

The efforts made to drive Lise Charmel’s digital transformation quickly delivered concrete results. Internal team productivity has improved: teams now work in a more agile way and save significant time enriching the product catalog. That is time they can now spend growing the online business rather than on tedious catalog administration.

The results are already there, with revenue growth in line with targets and, above all, a clear increase in the conversion rate.

The Lise Charmel group can now look ahead to its international future with confidence.

About Lise Charmel

The Lise Charmel house was founded in the 1950s in the heart of Lyon’s silk district
before being taken over in 1975 by Jacques Daumal, its current president.

Dedicated to the feminine world of intimacy and seduction, the Lise Charmel house brought to women’s lingerie
an aesthetic and a quality of craftsmanship driven by the pursuit of excellence, becoming a benchmark in luxury lingerie.

Guided by these same fundamentals, four new brands have joined
the House’s world around the historic and iconic Lise Charmel brand.

Eprise de Lise Charmel, Epure, Antinéa and Antigel. 5 brands, each offering 4 lingerie collections a year
(and, for two of them, 1 swimwear collection a year), with several hundred SKUs,
amounting to more than 2 million products manufactured each year.