How Labelux Managed its eCommerce Across its Big Name Luxury Brands

Until recently, the Labelux Group was a luxury goods company with a portfolio of brands that included Coty, Jimmy Choo, and Krispy Kreme.

All these brands’ ecommerce is plugged into Salesforce Commerce Cloud. 

The ambition of the company was to put all of their focus into the larger picture at play by laying out the right foundations technologically that would fit across all regions and websites.

Stronger sales

The replatforming of Labelux’s ecommerce platform has led to success when it comes to sales. Its replatforming project actually stretched across nine of its brand websites, and was able to tune into the right technology, processes, and best practices that are now all unified.

Regarding Salesforce Commerce Cloud, the platform “has enabled us to establish a strong foundation for international growth,” said Harriety Williams, the then group multichannel director at Labelux, “in some cases from nothing, in a relatively short time.

“It’s very easy to add new features with the platform that enhance the customer experience.”

The right features

Smarter features for each of their websites are now providing their customers greater flexibility thanks to the ecommerce platform.

Driving faster and more sustained growth across all sales channels, Labelux had the idea to construct a library of features for ecommerce, which complimented more than 180 stores around the world.

“Our stores will always be important,” added Harriet, “but consumer behavior has changed, and the digital component is now vital to the customer experience.” To carry this out successfully, Labelux had to have a centralized team as well as a singular and unified ecommerce solution that would be able to align and offer greater manageability.

“We wanted a platform that could accelerate the evolution of our ecommerce capabilities,” said Harriet. With Salesforce Commerce Cloud, the platform “offered all the functionality and flexibility we needed to establish a strong online business for each of our brands, while also ensuring that each brand website is unique.”

The first step on this journey was for Labelux to launch four websites for Belstaff, a clothing brand known for their waterproof coats and jackets. And this just took 4 months of development to carry out.

This launch involved websites across the US, UK, Germany, and other parts of Europe and was all choreographed to synchronize with the opening of new flagship stores across New York and Milan, as well as a roll out of an advertisement campaign.

“We were able to reuse the foundations we’d already created for the other brands,” added Harriet, “which significantly reduced the implementation timeline.” These included the launch of 3 entirely new sites for Jimmy Choo as well as 2 new sites for Zagliani.

In total, Labelux’s sites are available across an incredible 179 countries and come armed with the ability to handle transactions across these varieties of local currencies – well beyond the US dollar, British pound, and the Euro.

The optimization

Using Salesforce Commerce Cloud, the portfolio of brands were optimized for mobile. This was a critical turning point when it came to improving the digital experience, because 1/3 of total online visits came from mobile.

“It’s very easy to add new features with the platform that enhance the customer experience,” said Harriet. “For example, on the Jimmy Choo site we’ve simplified navigation and the checkout process, and added in a wishlist feature and dynamic product recommendations.”

In addition, Labelux was capable of creating minisites that host both private content and private sales that strengthen the luxury appeal of the brands. The Jimmy Choo site, for example, now includes a section that is called Choo World, which allows the brand to showcase its celebrity wishlists, its latest collections, brand-related videos, and behind-the-scenes content related to the designers of the brand.

“Salesforce Commerce Cloud has already helped us improve efficiency and eliminate different legacy systems,” said Harriet. “We have also seen conversion rates improve. Now that we have a solid ecommerce foundation, we can focus on maturing our offering with personalization and multicultural capabilities to further enhance the customer experience and support our plans for future, long-term growth.”

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