Lafuma Mobilier: orchestrating a complex digital platform to power customer experience and sales performance

Lafuma Mobilier, a flagship French brand of sustainable outdoor furniture, chose Synolia to turn its digital ecosystem into a high-performance, data-centric digital experience platform. By connecting Adobe Commerce, Zendesk and Klaviyo, the brand optimizes every touchpoint, whatever the point of sale (online or in store), all the way to customer service. This ambitious project shows how a well-managed technical architecture supports a strategy of international growth and lasting customer loyalty. It also proves that, beyond the solutions themselves, choosing a partner to orchestrate them is decisive in turning technological complexity into a performance driver.

The brief: connect to perform

Lafuma Mobilier entrusted Synolia with orchestrating the convergence of three core pillars: commerce, marketing and customer service. The project had several goals:

E-commerce replatforming: migrate to a scalable, multilingual, high-performance solution.

Marketing automation: migrate to a marketing automation solution able to leverage unified data to maximize customer value.

Customer service digitalization: centralize multichannel requests and structure support.

Technical consistency: ensure seamless integration between Adobe Commerce, Zendesk, Klaviyo, the existing PIM and data from the CDP (BigQuery).

Synolia x Lafuma Mobilier: orchestration that serves the experience

As Lafuma Mobilier’s long-standing partner, we took a cross-functional approach to turn the brand’s needs into a unified platform.

A robust, high-performance e-commerce foundation with Adobe Commerce and Hyvä

To meet performance requirements, we implemented Adobe Commerce Cloud paired with the Hyvä theme. This strategic choice combines the power of a robust back office with an ultra-lightweight front-end interface.

Lafuma Mobilier’s e-commerce platform now handles the complexity of international markets (7 languages, multiple currencies) and runs B2B and B2C activities side by side. It delivers a premium customer experience with outstanding performance and seamless navigation.

Customer service enhanced by Zendesk

Because the digital experience doesn’t stop at the shopping cart, we helped Lafuma Mobilier structure its Anneyron-based customer service with Zendesk. By replacing traditional email handling (Outlook), the brand gained visibility and responsiveness. It also standardized its processes to deliver a consistent, high-quality customer service promise in every market it serves.

In addition, integrating the “Lafuma Mobilier for life” landing page with Zendesk now links product warranties directly to customer profiles, building a bridge between wholesale customers and the brand.

Today, Zendesk unifies Lafuma Mobilier’s international customer service. The tool centralizes requests from every country, whether they come from its e-commerce sites (Adobe Commerce and Shopify) or from marketplaces (Amazon, ManoMano, La Redoute).

Data-driven activation with Klaviyo

As the final building block, the migration to Klaviyo put data at the heart of activation. In just six weeks, our teams orchestrated the switchover of data flows from Adobe Commerce and the CDP (BigQuery). This integration enables marketing campaign personalization at scale, with automated scenarios (abandoned carts, welcome series) that directly drive sales performance.

Concrete results and a shared success

Over our years of collaboration with Lafuma Mobilier, our platform orchestrator approach has delivered visible results across the entire value chain:

• Improved SEO and web performance

• Optimized checkout funnel: fewer payment issues and higher revenue.
• Operational efficiency: major time savings for the e-commerce teams and a 30% drop in the contact rate per order, thanks to better product information.
• Service quality: more than 17,000 tickets handled each year, with full traceability and standardized responses.
• More customer accounts and better data quality: deeper customer knowledge and the ability to launch complex multilingual marketing campaigns (11 variants per flow) independently.

Building on the success of its digital transformation, Lafuma Mobilier is now taking the next step. The teams are focused on making full use of data to engage customers even more and create new business opportunities.
The goal: evolve the e-commerce site into a smart, customer-centric ecosystem that drives more sales and strengthens loyalty. The adventure is just beginning!

Contact us!