Anne De Solène develops its cross-channel strategy

Since 1906, the company has offered several product lines of bed and bath linens, and it is known for its refined, timeless style. It built its solid reputation on its craftsmanship and on excellence in making its collections, produced in the purest French tradition in the heart of the Vosges. The brand currently has several hundred points of sale, franchises and other resellers in France and abroad.

Originally, Anne de Solène sold its products mainly in its physical stores. It also had a showcase website, a real driver of brand awareness and brand image.
Today, Anne de Solène is moving into e-commerce to adapt to its customers’ new habits and open a new acquisition channel. For its entry into e-commerce, the home linen brand is developing a cross-channel strategy to create synergies between its online store and its many physical points of sale. To take this step, it called on Synolia’s expertise.

Digitalizing the points of sale

At the heart of this e-commerce project, Anne de Solène’s strategy is to bring its physical stores and its online store closer together. The goal is to highlight the quality of customer service and, above all, to extend and strengthen the customer experience throughout the buying process. The cross-channel strategy is therefore built on the complementarity between the physical stores and the online store.

This is what we call a web-to-store strategy. Physical stores serve online shoppers. Customers move seamlessly from one sales channel, the e-commerce site, to another, the store. This was made possible in particular by the many features PrestaShop offers. To that end, three strategic services were built into the Anne de Solène site:

• Click&collect to reserve items in store: this service shows online shoppers real-time product availability in any store (24/7).
  The extra benefit: customers get several options to decide where to buy the item they want, with online reservation and home delivery.
• A store locator to find your store: this service locates the store nearest to the online shopper. Here, it goes much further by letting users search for any store or reseller in France and abroad, with the aim of attracting new customers.
• An outlet section to shop past collections: available exclusively on the e-commerce site, this service lets online shoppers buy products from previous collections at reduced prices. These exclusives make the e-commerce experience unique and complement the in-store experience.