Customer experience and performance: keys to a successful e-commerce migration for Aubade

Optimizing customer experience and performance: challenges specific to Aubade

Reflecting brand’s identity through the commerce platform

Successfully migrating is not limited to a simple platform change. It is essential to first understand and showcase the brand’s image and identity, which form its DNA and reflect its uniqueness. In AUBADE’s case, this includes a strong identity and unique expertise with technical specificities inherent to lingerie. These differentiating elements needed to be highlighted at every stage of the project.

“The site has become a digital store front,” explains Cornelia Aubert. “We wanted to translate AUBADE’s DNA into an immersive, fluid and engaging visual customer experience.”

A new front-end design was adopted, further highlighting the brand’s essence and improving navigation for customers.

Managing the complexities of sizes and internationalization

One of the biggest technical challenges concerned size management, a key issue in the lingerie world.

“Unlike standard clothing like shirts (with fewer than 10 sizes), lingerie can have up to 38 different sizes for the same style,” notes Cornelia Aubert.

Additionally, sizes vary by country. For example, a 90B in France corresponds to a 75B in Germany. It was therefore imperative to adapt internal tools to allow a smooth customer experience while ensuring effective stock and order management. 

An online store designed for mobile and omnichannel

Today, the majority of orders are placed via mobile. It was therefore essential to develop a site optimized for a smooth shopping experience on smartphones.

At the same time, merging the online and offline customer experience was a key aspect of the project. This resulted in:

• An update to the e-reservation service, existing since 2016 but now more seamlessly integrated
• In-store delivery
• Simplified returns management, thanks to the integration of the Baback solution

International expansion posed a logistical challenges with deliveries to 60 countries. Simple and efficient processes were needed despite VAT, currencies, and returns. The priority was to offer a smooth and reassuring experience, ensuring an image faithful to the brand’s values.

Shopify: a differentiating strategic choice

Since 2005, Aubade has been part of the Calida group. To meet its specific needs, the brand made the strategic choice to migrate to Shopify.

“I supported the idea of migrating to Shopify because after a market benchmark, it became clear that the speed of implementation was a major asset,” underlines Cornelia Aubert.

A platform tailored to Aubade’s requirements 

In a constantly evolving e-commerce market, execution speed and the flexibility of an online store have become distinctive elements. Shopify offers:

• Increased stability and performance
• Ease of maintenance and evolution
• A “plug and play” and “test and learn” logic
• Access to hundreds of applications without development needs

“Shopify allows Aubade’s teams to be completely autonomous in the daily management of the site,” notes Sofia Amary.

A project led in tandem with VISEO

Set of high-performance tools

Thanks to its expertise, VISEO assisted Aubade in choosing solutions tailored to its needs. Among them:

• Global-e: Internationalization management
• Matrixify: Product data enrichment
• Nosto: User journey personalization
• Regulo: Billing and compliance

Additionally, some features were custom-developed, notably to ensure integration with the Calida group’s information system.

“Shopify offers a multitude of APIs and webhooks facilitating tool interconnection,” explains Sofia Amary.

The human factor essential to project success

A digital transformation project does not rely solely on technology. Choosing the right partner is essential.

“Without Sofia’s team, the story would have been different. During these six months of intense work, we felt supported,” says Cornelia Aubert.

Working in a small team enabled us to make decisions quickly, a key factor in meeting our deadlines.

The first concrete benefits 

Since the site’s launch, positive impacts have already been felt.

“Before, we were wasting too much time on technical problems. Today, we can finally focus on our core business,” confides Cornelia Aubert.

The e-commerce site was launched just before Black Friday, a real-life test. For the first time, the team felt confident facing the influx of orders.

Another significant benefit: improved Google ranking, directly linked to the site’s optimized performance.

What’s next? towards new innovative projects

Thanks to this transformation, Aubade can now envision the future with new projects:

• Process automation for even more efficiency
• Adding new languages to strengthen its international expansion
• Advanced personalization for an even more immersive experience

While the brand still favors human interactions for customer service, it plans to leverage artificial intelligence for content translation.

We are delighted to continue this fruitful collaboration with Aubade’s teams to realize these ambitions.

Migrating Aubade’s e-commerce site to Shopify represents much more than a simple platform change. It is a successful strategic transformation, combining optimized customer experience, omnichannel capabilities, and increased performance.

Thanks to rigorous teamwork and the choice of the right technologies, Aubade is now ready to meet the challenges of tomorrow’s digital commerce.

We are thrilled to continue our collaboration with the Aubade teams in bringing these future projects to life!