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20 December 2011 A digital product catalogue for Lafuma stores

Sqli agency Lyon digitalizes the brand’s outlets

Lafuma has entrusted Sqli agency Lyon with the design and implementation of a product catalogue. Accessible by iPad within outlets, the catalogue does away with all the constraints potentially associated with availability of stocks in store.

NO NEED TO KEEP PRODUCTS IN STORE!

The Lafuma brand has both dedicated stores and an e-Commerce website. For obvious reasons associated with storage, the retail outlets cannot offer all the Lafuma lines that are available through the online retail website.
In order to satisfy the brand’s customers to the fullest possible extent and establish a real link between the various sales channels, Sqli agency Lyon’s teams suggested that Lafuma should provide a digital catalogue at point of sale.
Lafuma was attracted by the Agency’s proposal and will, from now on, be able to offer its customers unlimited in-store access to the whole of its range.

CUSTOMER RELATIONS OPTIMIZED

The Agency has designed and implemented an iPad online catalogue App that is truly ergonomic: thanks to the streamlined design and a fluid browsing experience, the catalogue can easily be consulted and is accessible to all. A search engine based on cost and product groupings helps customers make rapid and sensible choices. Particular attention has been paid to the technical development of the catalogue. The tree structure for the online catalogue, which is managed using Dot Soft, was retrieved using XLM data export and reworked by the Sqli Agency’s technical teams.
The iPad catalogue promotes the whole collection to the customer, who can thus look at all the available lines in store. If he or she likes a particular item, all the customer has to do is ask the sales assistant to order it. In this way, the catalogue puts Lafuma in sync with customer expectations, reinforces the relationship between customers and sales assistants and encourages additional sales.
Already available in Lafuma’s Paris store on Avenue des Ternes (17th arrondissement), the App will, in the next few weeks, also become available in the Nice, Lyon, Chamonix and Annecy stores.

Pierre Yves Bomey, Lafuma’s Retail Sales Manager and Sylvain Caubel, its Online Sales Manager speak with one voice:

“For the past two years we have been pursuing an energetic cross sales policy, in particular between the Website and the dedicated stores. We are, of course, looking closely at mobile devices. We asked Sqli Agency Lyon to design and implement this iPad App which we see as the first step in a more sustained online/in-store strategy. The catalogue helps our sales staff to sell our products by setting out all of their features and, at the same time, provides our customers with a digital tool they can use independently with simple and intuitive browsing. The App has been live in our Paris store for a week now, and we’ve introduced it to our sales team. We have already received a great deal of positive feedback on it. We shall now be monitoring its day-to-day use and looking at what it actually brings to our sales staff and customers on the ground. We are already talking about developing the App to provide for more interactivity and information in real time (news about the brand and business operations). It has a limited number of functions at the moment, but this project represents a real challenge for Lafuma.
The Sqli agency teams knew how to listen to and understand our needs and put forward the right response for us. This project was managed rapidly and effectively and the relations with our teams were excellent”.

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