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Millet Mountain Group brings together two iconic outdoor equipment brands: Millet and Lafuma. Millet was founded in Haute-Savoie more than 100 years ago, and Lafuma in the Drôme more than 90 years ago. Together, they employ 700 people worldwide and equip professionals and enthusiasts in hiking, mountaineering, skiing, climbing, and more. To meet its customers’ new expectations (especially on mobile), Millet Mountain Group set out to rebuild the e-commerce platform of both brands. It chose Synolia x Adobe Commerce to deliver a personalized, omnichannel experience consistent with the premium image of its brands.
Apparel, footwear, backpacks… Millet and Lafuma (Millet Mountain Group) are two must-have brands for outdoor athletes. They offer highly technical, high-performance products that are also comfortable, durable, and environmentally friendly. Thanks to the quality of the products they make, both brands enjoy a premium, innovative image.
On the digital front, the group aims to live up to this premium positioning by offering its customers a more up-to-date, omnichannel, and personalized digital experience.
“An increasingly mobile digital landscape led us to rethink our digital strategy to offer our customers a more omnichannel experience.”
Millet Mountain Group sees that its customers are now connected across multiple channels, and that the various touchpoints (stores, retailers, websites, social media…) can enrich one another. With this omnichannel approach in mind, the group undertook the redesign of millet.fr and lafuma.com.
A modern, innovative platform that offers customers a connected, personalized experience on any device.
The millet.fr and lafuma.com sites were originally built on Magento 1 and dated back more than eight years! We know this well, because we at Synolia led that project at the time. Since then, the platform had aged and accumulated significant technical debt. It was no longer aligned with the customer experience the group wanted to deliver, and even the smallest change had become complicated to implement. To meet its goals for omnichannel, personalized experiences and international expansion, the Millet group called for an innovative, mobile-ready e-commerce platform with strong growth potential.
“We decided to undertake a visual and technical redesign of our sites to improve internal management, but also to enhance the customer experience and optimize mobile browsing.”
“The previous version of our sites was outdated, and we wanted something innovative that met our goal of an omnichannel, personalized experience. We also wanted a project team we felt comfortable with on a personal level.”
Millet Mountain Group issued a call for tenders to survey the market for integrators and e-commerce solutions. The Synolia x Adobe Commerce partnership was selected to meet its objectives. True, we had worked together before and had built a relationship of trust, but we also put forward an innovative proposal with Adobe Commerce and a PWA (Progressive Web App) site.
Our services for Millet Mountain Group: kick-off, thematic workshops and requirements specifications, coordination of SEO and UX/UI partners, development of the platform and PWA interfaces using agile methodology, user training.
“We worked in agile mode, and I was a fully integrated member of the Synolia project team. We were in touch every day, which led to a great collaboration and a very good working relationship.”
For Synolia’s teams, Adobe Commerce was particularly well suited to the Millet and Lafuma sites because it is easy to integrate, scalable, extensible, and far from the prepackaged standards of some other solutions on the market.
All the essential e-commerce features are built into this new platform. Several services are connected to this core platform, making the browsing experience even more personalized:
Nosto: a service that personalizes editorial and product content throughout the browsing journey. Each customer gets personalized content based on where they come from, their behavior on the site, and/or their product preferences.
Yotpo: a service that lets the Millet/Lafuma community share reviews of products (comments and photos of products in use) and of their overall shopping experience (merchant rating). The merchant can then display this information at key stages of the customer journey, a source of reassurance that helps drive conversion.
Finally, UGC (user-generated content) lets MMG bring feeds from its social media channels onto the brand sites. This content, fueled by the customer community, allows the group to show products in real-life use on the sites’ key pages.
What makes the Millet Mountain Group project stand out is that we built the sites as a PWA (Progressive Web App). An innovative choice in the e-commerce world, made easier by the Adobe PWA Studio solution! The PWA gives the platform a mobile-first approach. The browsing experience is close to that of a native mobile app, and smoother thanks to optimized content loading. Like a mobile app, the PWA also uses all of the phone’s features: microphone, geolocation, camera, push notifications, offline content… All while keeping the search engine visibility of a traditional website. At a time when Google favors mobile-friendly sites, that is an important differentiator!
Today, the Millet Mountain Group and Synolia teams are celebrating the launch of an innovative e-commerce platform, rolled out without a hitch, whose early feedback lives up to the project’s initial ambitions: optimized SEO, a premium customer experience on both desktop and mobile, and a significantly higher mobile conversion rate.
The success of this PWA project in numbers:
But the project doesn’t stop there. Our teams continue to work together to enrich the customer experience and support the image of the Millet and Lafuma brands. This includes content optimization, performance optimization, upcoming launches in new countries… and perhaps, soon, a new circular sales model with C2C. Stay tuned!
Watch the project video!
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