Retail & eCommerce
Interim Leadership & New eCommerce Platform
Stabilized a failing platform, fixed critical defects in one month, and delivered a digital roadmap that drove online revenues beyond expectations.
francesca's
The 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.
Our 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. Prioritising 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 programme, an updated eCommerce platform, a dynamic order management system, and an innovative integration approach.
The 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 programme 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.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Logistics Support ActivityCustomer Experience ManagementProduct Roadmap Management
