April 7, 2020
Zoom sur La Boutique des Verts – Ecommerce story

Zoom sur La Boutique des Verts – Ecommerce story


Hello, I’m Laurent SABOT, Ecommerce Manager of La Boutique des Verts The Boutique des Verts concept is to sell products online inspired by AS Saint-Etienne, which remains France’s soccer club with the most titles yet. We sell all AS Saint-Etienne products, from jerseys to placemats! The ASSE was one of the first French clubs to open its official store on September 14, 1977, before the European cup game against Manchester United, with 300m2 of retail space. Online sales began in 2008. We switched to PrestaShop in 2013 when ASSE brought store management in-house. Sales are mainly in France, where ⅓ of revenue is generated online. We have more than 800,000 fans on Facebook and the fan community is estimated at 1.8 million people. Everything is managed in-house on a daily basis—everything that is put online about the products, the photos of a part of the range, implementing sales operations, communication related to the official website, and the traffic acquisition strategy. The challenges related to creating the new site and switching to PrestaShop involved stock management and logistics, since we have several warehouses and computer systems that need to work together. We’ve set up several gateways between our logistics system, sales management and PrestaShop. Our agency had to do some specific development, but everything turned out really well. We actually chose PrestaShop both for its excellent cost/performance ratio and for its ease of use, be it at the back-office or team level, or in terms of specific developments and the total cost. We rely heavily on the official website, which generates significant qualified traffic of ASSE fans. Today, the challenge is to go beyond that base, whether by improving delivery destinations or by acquiring additional traffic. Since our business is very much related to sports, in 5 years we’re as likely to be in the Champions League as in Ligue 2, which would have a huge influence on our sales. My advice for a successful e-commerce site launch is to stand out! Nowadays, don’t believe you can sell the same products as everyone else, at the same prices and with the same services. You have to innovate and fill the void left by others…

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