B2C: How we helped La Pelucherie (e-commerce) to generate +134% of turnover in the midst of covid.

La Pelucherie is a French e-commerce for high-end stuffed animals handmade in Italy. A family business run by two sisters: Alexandra Rapaport-Zambrowski and Natacha Benarous-Zambrowski who, in 2016, relaunched their grandmother's famous House.

Today is La Pelucherie:

• 120 references of stuffed animals, always made according to the rules of the art in Italy.
• An average basket of 130 euros

Growth Room supported La Pelucherie throughout the year.

One of our results:

• +134% in turnover over the year (Year on Year)

Main actions implemented

Redesign of the e-commerce site

Initially, we made recommendations on a redesign of the online store. The idea was to modernize it, reorganize the product pages, and put more emphasis on customer reviews.

Note: Growth Room is not a website design or construction agency. On the other hand, we work on performance-related topics, and it turns out that the conversion rate is one. This is why we participated in the optimization of the site, by analyzing the site and the conversion funnel in order to make specific recommendations for the Shopify developer who was in charge of the site.

Objective: improve the user experience

Result

• The conversion rate on desktop has increased from 1.2% to 1.9% in March

SEO optimization

We then did some work on SEO.

We've optimized page titles, product descriptions, and more.

Traffic that has been constantly increasing on relevant requests.

Result :

• Over the last 6 months, La Pelucherie's organic traffic increased by more than 59%.

Paid Ads

Facebook Ads

We created, managed, and optimized acquisition campaigns, including Facebook Ads.

The interest is to work in a funnel:

1/ Notoriety

For notoriety, we took over some posts created and put online by La Pelucherie, which we integrated into campaigns with a goal of reach.

2/ Acquisition

To generate interest and interactions on site with varied ads and segmented visual creations, on relevant audiences that we update every week according to the results, to arrive at the perfect audience.

3/ Retargeting

Retargeting allowed us to catch up on all the interactions on the site that did not generate a purchase. The idea here was to reinsure the brand, with the objective of pure conversion (first at the average basket to train the algorithm, then at the time of purchase).

Result :

• On reputation: the brand now benefits from a very large community: over 15K followers on Facebook and 35K on Instagram.  

Examples of some of the campaigns we've launched:

• An acquisition campaign

Two audiences used: “interest” and “lookalike.”

Score: ROAS (Return On Ad Spent): 4.67

• A DPA (Dynamic Product Ads) retargeting campaign

Objective: automatically generate personalized advertising that will target people who have been interested in several La Pelucherieproducts.

Result : We got a ROAS (Return on Ad Spend) by 17.

Example of a dynamic ad on Facebook:

Google Shopping

We launched several campaigns on Google Ads, especially on Google Shopping.

Results of one of our “Smart Shopping” campaigns:

• An average CPA of 22 euros. As a reminder, the average basket is 130 euros.

Optimizing the mobile shopping experience

At the same time, we participated in improving the customer journey on mobile.

Objective: increase the conversion rate, which was in 2019, by 0.2%

Our recommendations in summary:

• Reorder items on the home page
• Remove some unnecessary steps, including order verification
• Remove unsuitable blocks on mobile
• Clean the site of pop-ups
• Recreate certain product pages with too many elements and which forced Internet users to scroll a lot

The conversion rate on mobile is now 0.8%, so an increase of 0.6%.

Cart abandonments

Same thing here, we recommended and coordinated the optimization of an automated email sequence via Shopify, the e-commerce CMS used by La Pelucherie, for visitors who abandon their shopping carts in order to improve the opening rate, and therefore the purchases made up for and generated.

Here is an example of one of our email sequences:

Emailing

On the emailing side, we also worked on promotional periods. Example in October on a sequence to announce the arrival of new stuffed animals.

Objectives: launch the new stuffed animals and, at the same time, warm up the base of prospects and customers before Christmas

Here is one of the emails:

And another one:

Total pre-sales generated as a result of one of these sequences: more than 7,000 euros.

Competition games

Several contests have been launched on social networks by La Pelucherie (about 2 per month)

In January, we helped La Pelucherie create a Viral Loop landing page on their big “Blue Love” competition. It has been integrated into the site.

This contest generated more than 90,000 registered.

A base of qualified leads that will then be nurtured via ads and newsletters.

Balance and Next Steps

Over the year, La Pelucherie saw its turnover multiplied by 2.3 and its daily stuffed toy sales by 3.

“Growth Room's expertise has allowed us to be efficient and to grow rapidly. If we had done everything by ourselves, we would have taken longer.”

Natacha Benarous-Zambrowski, co-founder of La Pelucherie.

Next steps:

• Optimize campaigns, especially on slightly broader keywords in order to look for volume, while maintaining a good acquisition cost.
• Launch La Pelucherie internationally: creation of the first ads in Italy and the United Kingdom.

If you also want to benefit from support, do not hesitate to contact us at welcome@growthroom.co