Petit Bateau

Improve your website's conversion rate with PIM

Delivering the right information, at the right time, across all sales channels can be tricky in the fashion industry, which is strongly punctuated by seasons, collections and sales year highlights. Petit Bateau has succeeded in doing just that, thanks to PIM.

Background

Petit Bateau has specialised in children’s clothing for almost 130 years. Founded in 1893 with the opening of the first St Joseph factory in Troyes, the brand has been part of the Rocher Group since 1988. Petit Bateau operates in Europe as well as in Asia, the United States and the Middle East.

In France, Petit Bateau products are sold in supermarkets, on the brand’s e-commerce site, in department stores, on marketplaces, in factory outlets and through a network of over 150 Petit Bateau boutiques, some of which accept and resell second-hand items.

The issues

Difficulties in listing products on e-commerce sites

Product data and images were not centralised and were difficult to access. Data was shared via Excel files and email exchanges, and staff had to consult multiple systems.

Loss of efficiency and data reliability

Many tasks were carried out manually; products were categorised on an ad-hoc basis using product listings that were sometimes incorrect; some products were uncategorised and therefore unsold; time-to-market was extended; conversion rates were lower; and revenue was lost.

A customer experience in need of improvement

Product data and images presented to customers were sometimes incomplete or even incorrect, leading to customer dissatisfaction and even complaints or returns (10 per cent of calls to customer service related to this issue).

Solutions provided by Quable PIM

Quable’s PIM has enabled Petit Bateau’s teams to roll out a high-quality, reliable product offering not only for their customers but also for their in-house staff, allowing them to become fully self-sufficient.

Optimal categorisation management

Products are automatically categorised dynamically within the PIM, which saves a significant amount of time. Previously, categorisation was done manually, and this process was then duplicated across other countries.

Improved management of carry-overs

The PIM’s functionality allows product images and information to be automatically duplicated from the old product to the new one, created for the new season and/or collection, enabling better planning for product launches.

Maximising data through completeness

Only ‘complete’ products are published online (with description, photo and price), which prevents products with missing information from being uploaded to the website.

Quable has enabled Petit Bateau to:

• Improve the website’s conversion rate: collections are published online more quickly with all product data included.
• Boost productivity through PIM: by reallocating one FTE to another task and reducing errors.
• Collect, enrich and distribute data via a platform that is intuitive, flexible, user-friendly, agile and scalable.

Don’t hesitate to get started – and, above all, make sure you involve your business teams – and Quable’s PIM will make your life easier. Sarah Colichet | IT Business Analyst