April 13, 2024

With its 90 years of existence, the Lacoste model has established itself as an emblem of vogue impressed by sport, a novel model that’s each timeless and spans all gown codes.

A mark of magnificence that transcends generations, the crocodile model has been current in Morocco since 1994, with 14 shops deployed within the largest cities of the nation. Every retailer invitations you to rediscover a world of vogue and magnificence, tremendously impressed by the world of tennis, celebrating the roots of the French model.

Represented by the Safari group, Lacoste has a turnover of 1.5 million euros in Morocco.

Lacoste, an acclaimed model on the Moroccan scene

To answer rising success pushed by robust demand from native shoppers (greater than 85k searches per 30 days on Google Morocco), in 2022, Lacoste launched its personal ecommerce web site in Morocco (www.lacoste.ma), the third on the African continent after Egypt and South Africa

Native help that adapts to the model constitution

To launch the challenge, Lacoste turned to a PrestaShop-certified know-how accomplice in Morocco. This native participant has confirmed to be a great accomplice, in a position to greatest reply to the powerful necessities of the Safari group for implementing a digital structure on the service of the consumer expertise, per the model constitution. 

Our sensitivity to the style theme and our varied references for customized ecommerce websites of French manufacturers, helped us persuade the Safari and Lacoste groups of the relevance of selecting PrestaShop as an tailored and versatile technical resolution”
 Driss El Alami, CEO of Egio Ecommerce Company

First workshop, first problem

“From the kick-off with the UX Lacoste groups, we turned conscious of the size of the problem. Greater than 20 consumer journeys, and a minimum of 120 screens with ultra-groomed design and copywriting, in numerous desktop, pill and cellular codecs, integrating numerous visible particulars that embody the premium universe, trustworthy to the picture of the model”
Driss El Alami, CEO Egio Ecommerce Company

The pliability of PrestaShop theming and the combination experience of the Egio groups have made it doable to acquire a visible rendering aligned with the Lacoste constitution, whereas guaranteeing an optimum degree of efficiency. The location has a Google PageSpeed Insights rating of 90 on desktop and 70 on cellular.

“The launch of Lacoste.ma required nice consideration to element and steady adaptation to wants, with many challenges to beat to fulfill the expectations of the model and shoppers. It’s subsequently essential for us to keep up consistently bettering high quality to supply a easy consumer expertise, fulfill new client expectations and stay aggressive in a consistently altering market.”
Sendence Jabbar, Safari Group Digital Advertising Officer

The merchandise up shut and private

Earlier than the Moroccan model was deployed, Moroccan prospects needed to undergo the Lacoste France or Spain websites to search out out about new collections.

The presentation of the catalog, the search engine, the faceted filters and the highlighting of the merchandise of their totally different colours and sizes have been a serious problem for the challenge. Customers hoped to search out an equivalent buyer expertise (for instance, on personalised pages: males, girls and kids), the identical content material high quality on product pages (particulars of options, descriptions, pictures and movies), and the identical interplay factors to which they’ve develop into accustomed.

Information assortment and choice work on 500 product references was carried out with the Lacoste groups. By connecting PrestaShop to the Lacoste PIM, we made the mandatory diversifications to the native merchandising context, then made it accessible to Egio groups who combine it into PrestaShop, by means of automated synchronization that helps information and media.”
Radia Berrada, Safari Group Retail Director

An environment friendly order journey 

On this space, numerous effort was made to customise the screens of the order funnel and the PrestaShop buyer space to adjust to the model’s grasp pointers. Remaining variations that consequence from a number of iterations, A/B testing and plenty of enhancements impressed by buyer suggestions.

“In lots of initiatives, retailers and businesses don’t customise the checkout or buyer space sufficient, whatever the CMS, as a result of typically it’s fairly advanced, and sometimes considered “high-risk” interventions by growth groups. Within the case of robust manufacturers like Lacoste, the sort of barrier simply offers option to two priorities: preserving the id of the model, and guaranteeing an optimum buyer expertise.
On this regard, Egio groups have been in a position to make sure the steadiness between these two priorities and the customization potentialities supplied by PrestaShop”
Anne-Marie Da Rocha, International Director of Digital Expertise and Innovation at Lacoste

An Website positioning-ready web site and omnichannel functionality in sight

From the structure and growth phases, explicit consideration was paid to the Website positioning element: an Website positioning guide mandated by Lacoste supported the groups in implementing technical suggestions, aligned with the model’s nation technique.

“The exchanges and implementation of Website positioning suggestions have been fluid. Along with the Website positioning guide, we shortly certified the totally different optimizations, these native to PrestaShop or people who required particular growth”
Driss El Alami, CEO of Egio Ecommerce Company

4 weeks after the launch, regardless of the location being new, it’s already in second place within the model consciousness search outcomes, simply after the worldwide Lacoste web site. It must be positioned in first place very quickly on searches positioned in Morocco. 

“The foundations at the moment are laid: ecommerce web site and administration of organizational and logistical change. Now it is time for omnichannel advertising. A brand new section of the challenge is underway to fulfill our ambition to additional develop the digital channel by giving it the ability of unified commerce, because of the core of our ecosystem primarily based on Cegid and PrestaShop”
Abdelaziz Derdak, DOSI Safari Group