Launching an ecommerce platform: le coq sportif’s brand story

CMO catches up with the fashion label’s brand strategist to detail the Australian journey into ecommerce and the importance of technology, localisation and customer engagement

Fashion labels face a significant challenge when it comes to delivering an integrated customer experience and brand engagement strategy. On the one hand, fashion can achieve an emotional link with consumers unique to other types of goods and services; on the other, such labels can be limited in how they can directly interact with customers because of the nature of retail and distribution.

Le coq sportif, an exclusive sports and lifestyle fashion label originating out of Europe, was facing this challenge when it decided to invest in an ecommerce platform in Australia. An international first, the ecommerce project was designed to offer local consumers unprecedented access to its latest and expanding collections online, as well as take better control of its brand presence nationally.

Brand manager for le coq sportif, Charles Hurtebize, told CMO the impetus for its decision to invest in an ecommerce offering was driving by its limited distribution options across the country. Previously, its flagship Sydney store was the only place customers could shop the widest product offering locally.

“Establishing an ecommerce platform allows le coq sportif to offer the full range of products for the first time in Australia,” he said. “As a result, our customers will now have a better understanding of what le coq sportif is, what it looks like and what it represents.”

The project took six months to implement from initial planning and conception to launch. Because of the importance of having a local favour to the portal and seasonal variations in stock, work was undertaken in Australia, and under the direction of the company’s international headquarters.

Website development consultancy, Net Starter, was recruited to implement the website, and le coq sportif invested in the open source ecommerce platform, Magento, and Magento Community to ensure a smooth transition, Hurtebize said. In addition, the company has teamed up with the Glue Store ecommerce platform to assist with project management as well as the day-to-day management of the website.

Products are the central focus of the new lo coq sportif ecommerce website. “In support of this, le coq sportif Australia has given customers greater visibility of each product including a 360-degree product viewing platform as well as Free Express shipping,” Hurtesize said.

Content is another vital aspect, and le coq sportif has also begun building a local community on social media via Facebook to help drive further direct consumer interaction with its brand.

“By providing customers with direct access to the entire range of le coq sportif products in Australia, as well as news and brand content, we aim to increase engagement and direct interaction with customers,” he said.

Price and social factors key with rising number of mobile retail buyers
Australian businesses fail in delivering great online user experience
Delivering the digital experience at Lorna Jane

According to Hurtebize, the company is looking to achieve a similar sales turnover to that of its bricks and mortar store in the first year of the new ecommerce platform, and be profitable from the first year.

“We are also looking at all of the key analytical indicators such as visitors, new visitors, bounce rate, conversion rates,” Hurtebize said. “These indicators will help us build a profitable e-commerce platform.”

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in