Etude de cas Neostore x Zadig&Voltaire
Zadig & Voltaire, a renowned French fashion brand, operates more than 450 boutiques across 17 countries, including Europe and North America (the United States and Canada).
In response to challenges related to managing and optimizing customer data, the brand chose to partner with Neostore to implement an advanced in-store data capture solution.
Challenges and Needs Before Implementing the Tool
Before implementing the data capture tool, Zadig & Voltaire faced several challenges related to customer data management:
- Data was dispersed across different systems, making it difficult to create a unified view of the customer.
- The quality of data entered at checkout was often poor due to typing errors and issues related to GDPR compliance.
- Customers often had to dictate sensitive information aloud, which raised privacy concerns.
- The company recorded dozens of poorly filled customer profiles each day, a volume that not only slowed down operations but also compromised data integrity.
Objective and Implementation of the In-Store Data Capture Tool
To address these challenges, Zadig & Voltaire decided to implement Neostore, a data capture solution via QR code. The objective was to empower customers to enter their own information, thereby improving data quality and streamlining the checkout process.
Specifically, the customer scans a QR code directly at the checkout, which redirects them to a registration form where they must provide all the necessary information. Once their account is created, they have the option to add their card directly to their mobile wallet to access their information at any time, such as:
- Receipts
- Loyalty points
- Vouchers (available amount, expiration date, and automatic reminders before expiration)
Additionally, they receive information about their preferred store and the latest updates: sales, private sales, new collections, etc.
The deployment went smoothly, with an enthusiastic reception from the stores thanks to a successful testing phase. This success was further enhanced by the seamless integration of Neostore with Cegid Retail for in-store data capture and with Salesforce Marketing Cloud for customer engagement via wallets. This synergy enabled a smooth transition of data between systems.
Results and Benefits Achieved
After six months of deploying the data capture tool, Zadig & Voltaire observed several significant benefits:
- Checkout attachment rate: An average weekly increase of 77% to 84%.
- Significant reduction in incorrectly entered emails in the database.
- Improvement in the quality of the data collected.
- Reduction in duplicates in the database.
The data capture tool has enabled Zadig & Voltaire to leverage the wallet channel to engage customers more effectively and offer personalized notifications. This feature has been highly appreciated by customers, who feel like members of a community and are more inclined to use the tool.
The stores also reported greater ease in collecting customer information, which has simplified the checkout process.
“Before, the stores often lacked patience and would create fictitious customer profiles. Now, we have real customers in the database.”
Salomé Bokobza – CRM Project Manager at Zadig & Voltaire
Lessons Learned from the Experience
The experience of implementing the customer data collection solution at Zadig & Voltaire has provided several important lessons. First and foremost, it is essential to anticipate needs and constraints related to the tool as much as possible, particularly by involving key stakeholders early in the project:
- Retail teams, who have a deep understanding of the field and the specific needs of sales staff at the checkout;
- Legal teams, including the DPO (Data Protection Officer), to ensure compliance with regulations such as GDPR.
This approach helps identify the necessary fields in the form and ensures their relevance for sales staff at the checkout.
Additionally, it is crucial to ensure a presence in the stores during the deployment of the tool to support the teams and address their questions. This on-site presence facilitates the adoption of the tool and allows for quick collection of user feedback.
Finally, it is important to establish a clear methodology and closely monitor user feedback. This ensures a quick response and continuous improvement of the tool based on user needs.
Future Projects
Zadig&Voltaire plans to further leverage this technology, particularly through the activation of push notifications to engage customers more effectively. Campaigns are also planned to encourage existing customers to use the wallet system more frequently, thereby strengthening customer engagement and loyalty.
👉 On the occasion of the 2024 Summer Terrace event held in Saint-Tropez, the brand used geolocated notifications to invite its customers to participate in the event !
Conclusion
Zadig & Voltaire’s initiative to improve customer data capture and management through Neostore has optimized internal processes and enhanced the customer experience. The ease of use of Neostore and the 24/7 continuous support have been particularly appreciated.
This is why the brand highly recommends Neostore for its responsiveness and expertise in the field of data capture!
