Charting Francesca’s Digital Odyssey: From eCommerce Challenges to Omnichannel Mastery
Challenge:
Francesca’s found itself in treacherous waters as unexpected vacancies in the critical roles of CTO and VP of eCommerce coincided with the teething problems of a fledgling eCommerce platform. As Q4 of 2021 approached, defects plagued the system, driving conversion rates to alarming lows and causing online sales to dip significantly—a trend that had persisted for the previous year.
Approach:
Chameleon Collective swiftly embedded an Interim CTO and SVP of eCommerce, complemented by other key Chameleons. We reshaped the team, distinguishing technical from business roles, all with an emphasis on customer experience and KPIs. Prioritizing urgent defects and leveraging tech provider expertise, we addressed major issues in just a month, boosting site conversion and sales. Seeing a broader opportunity, the board sought a digital roadmap. Our Interim CTO and SVP of eCommerce outlined a transformative strategy, introducing a modern email service, an omnichannel loyalty program, an updated eCommerce platform, a dynamic order management system, and an innovative integration approach.
Impact:
The impact was immediate. Our initial actions not only stabilized but also drove online revenues beyond expectations. Following the digital roadmap, we integrated a superior email provider, elevating open and click-through rates. The new omnichannel loyalty program boosted in-store and online engagements. But the highlight was the advanced eCommerce platform, designed with a sophisticated order management and API-first architecture, paving the way for features like BOPIS and ship-to-store.
