The collaboration context
The French leader in fashion and home e-commerce, La Redoute is a company resolutely focused on the future. Founded on creation and innovation, it invents its future while preserving its DNA and values: ambition, creativity and excellence. Since 2012, La Redoute teams have been working in co-construction with Dartagnan to address their innovation and international development challenges.
During an exclusive breakfast at our Parisian offices, Nejma VAHNEE, Head of CRM at La Redoute, discussed the objective of ensuring optimal user experience with responsive emails, as well as industrializing the production process on a national and international scale.
180 years
of French history
€1 bn
revenue generated in 2023
9 M
active customers
30%
of revenue generated via the app
The challenges to overcome
Gain productivity and operational efficiency through better industrialization of email creation processes, reducing production time and securing the client-visible output.
Ensure systematic responsive logic to guarantee a consistent and quality user experience across all platforms, without having to manually manage multiple technical constraints.
Prepare for international expansion: before the global/local project, there were already CRM teams in several subsidiaries, each with their own needs. A tool capable of responding to this diversity and adapting to market contexts was therefore needed.
Gain agility in production to refocus on their core business: retail.
Our solutions
Reduced production time that allows teams to gain operational agility, particularly on high business value topics and refocus on the retail business.
Streamlined team exchanges through a centralized and collaborative work environment that simplifies back-and-forth between design, integration, and CRM teams.
Email creation industrialization enabling to capitalize on reusable blocks, standardize best practices, and sustainably optimize email production.
Improved email validation process, with better rendering reliability and a significant reduction in integration-related errors.
Maintained visual consistency with the brand image across all email channel touchpoints, with modern, 100% responsive designs adapted to current UX expectations.
Customer experience at the heart of the project
"Dartagnan has never held us back. On the contrary, the tool is so intuitive and flexible that it has always allowed us to go further..."
I want to highlight the remarkable agility of the tool: in 10 years, we have experienced numerous brand charter redesigns, the arrival of new assets, new UX guidelines... Dartagnan has never held us back. On the contrary, the tool is so intuitive and flexible that it has always allowed us to go further, to adapt with agility, and to maintain a high level of excellence. It's a tool designed to last, and we're actually working with the teams on exciting projects that perfectly illustrate this dynamic of collaboration and continuous innovation. It's a true lever for sustainable performance.
Nejma Vanhee
Head of CRM - La Redoute
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