With Salesforce Commerce Cloud and Einstein for Commerce, the French e-business for over-50 consumers will provide its customers with seamless, personalized and omnichannel shopping experiences
PARIS and SAN FRANCISCO—March 29 2019—Salesforce (NYSE: CRM), the global leader in CRM, announced that Blancheporte—the sixth largest French e-merchant in the fashion sector and the leading company for the over-50 market—has partnered with Salesforce to build the brand's new ecommerce site, providing its customers with seamless, personalized and omnichannel shopping experiences. Two projects initiated include Salesforce Commerce Cloud and Einstein for Commerce, adding artificial intelligence for greater customization along the customer journey, and improved time-to-market to ensure Blancheporte’s collections are always up-to-date.
Putting artificial intelligence to work for an ultra-personal shopping experience
With a background in distance selling, Blancheporte has become a pioneer in data analysis and use, learning how to know and recognize every one of its two million customers. The brand has created robust omnichannel customer journeys, meeting shoppers at intervals on its social networks, website, blog and through the pages of its catalogue. Einstein for Commerce will allow Blancheporte to take personalization even further by using artificial intelligence to decode its data, wherever it comes from, and create highly engaging customer experiences.
Synchronizing and speeding up time to market
Since the launch of its retail website in 2005, Blancheporte has relied on a more frequent renewal of its collections, styled by its in-house design office. The brand now offers 1,600 new models every year, many of which are only available on its website. With Commerce Cloud, Blancheporte will now be able to analyze the reception of its innovations in real-time, both online and in-store, and adjust its ranges accordingly.
“Coming from a distance selling background, a pioneer in data analysis and use, Blancheporte has learned how to know and recognize every one of its two million customers. By linking our historic experience to the powerful Salesforce platform, we will be able to adapt our collections further to the wishes of the fifty-somethings, present our range in more flexible ways and further improve our plans for retention and increasing customers. This collaborative partnership will also enable us to improve our own skills so that we can further decode and respond to our customers’ expectations,” said Salvatore Spatafora, associate marketing, multi-channel and customer director for Blancheporte.
“We are proud to support Blancheporte, a two-hundred-year-old company that has become the sixth largest e-merchant in the French fashion sector, as it moves into the next stage of its development. With Commerce Cloud, we are going to bring data collected on all of Blancheporte’s channels together so they can interact with each other. Gathered on the Salesforce platform, they will become smarter and more efficient, working for a redesigned customer experience. Using the full power of artificial intelligence is an important way of gaining competitive advantage. Blancheporte has understood this perfectly,” added Olivier Derrien, Salesforce Managing Director in France.
Founded in Tourcoing (59) in 1806, Blancheporte is today the 6th largest fashion & home e-retailer, the leading fashion site for the 50-somethings market and 3rd in the plus-size segment. Blancheporte’s in-house design office creates its own accessible fashion & home collections, to suit women's preferences for colours and sizes.
Through effective use of the paper/digital combination, Blancheporte maintains the joy of receiving a catalogue, while strengthening its unique position online. Its website gets 2 million unique visitors a month, with 35% of searches also on mobile. In addition, Blancheporte sends out 70 million catalogues a year to its communities, each an inspiring encounter for the customer.
Present in France, Belgium and in export markets, the company has 200 staff members, and handles 4 million orders a year for its 2 million customers, giving a net turnover of 171 million euros in 2017.