Omnichannel e-commerce.
Maisons du Monde is increasing sales by harmonising the customer experience online and in-store, and expanding its affordable, desirable, and sustainable range of products and services.
29%
Of sales are made online and 52% include a digital component
Products:
Objectives
Harmonise online and in-store customer experience
Support the development of digital interfaces that meet specific needs for B2B sellers and customers, as well as B2C customers
Expand the range of products and services while ensuring a successful customer experience through to the last mile
Structure the digital platform around a robust, flexible solution to improve responsiveness and drive new business opportunities
Results
Development of an interface for in-store sales staff, with access to an extended product catalog
Improved customer insight with in-store app
Expansion of the product catalog by 200,000 products with the Marketplace and the service offering
New synergies between B2C and B2B customers
Optimum management of delivery notes and mixed baskets based on product type, storage location, and customer location
As a brand characterised by openness and dialogue, Maisons du Monde unites its 7.2 million customers around desirable and sustainable lifestyles. Atmospheres for the home across multiple styles can be found in its constantly renewed range of furniture and decor. With optimism, creativity, commitment, and proximity as its core values, the brand is based on a high-performance, omnichannel model.
Digitalisation and customer service drive this love brand and its raison d’être: “To inspire people to be open to the world, so that together we can create unique, welcoming and sustainable places to live.” In 2022, Maisons du Monde launched the brand's Good is Beautiful movement, to cement sustainable development within its strategy.
Maisons du Monde wants to increase its attractiveness by optimising the customer experience using three levers: expanding its range, harmonising the digital and physical experience through to the last delivery mile, and committing the brand to promoting circular economies.
“We’re now in a position to offer experiences and functionalities that are specific to each of our two targets, B2C and B2B, and to ensure genuine convergence between the digital and in-store journeys,” explains Jérémy Lechardeur, CTO Digital and e-Commerce at Maisons du Monde.
Since it was founded in 1996, the brand has become a European leader in furniture and home decor. Operating in 11 countries and 13 languages, with its 357 stores and web platform, Maisons du Monde generates sales of over €1.337 billion. With 29% of its sales online and 52% with a digital component, the group’s digital platform plays a key role, and Adobe Commerce is its cornerstone.
In 2019, the group took a new strategic direction, with a growth model based on digital commerce and developing its international sales. An omnichannel approach and harmonisation of the online and physical journeys therefore became the keystone of its digital strategy. Maisons du Monde engages with its customers through three channels:
- Its stores, used by its B2C end customers
- Its website, which mainly targets end customers but also its B2B customers, micro-enterprises/SMEs, and interior designers
- B2B key accounts, which have their own dedicated sales team
“Adobe Commerce is a fundamental, modular, headless solution that allows us to build a digital platform ready for the challenges we face.”
Jérémy Lechardeur
CTO Digital and e-Commerce, Maisons du Monde
Harmonising the customer experience by offering specific functionalities for each journey
Today, the Maisons du Monde website attracts a significant level of traffic, with around 300 million visits in 2022, 73% of them on mobile devices. With 500 sellers verified by Maisons du Monde and managed using a solution developed by Mirakl, one of Adobe’s strategic partners, the Marketplace allows the group to expand its catalog by over 200,000 products, in addition to the brand’s own 18,000 products. As well as its solution’s performance in managing this level of traffic and sales volumes, the group faces a key challenge around customer retention, product delivery, and ensuring the continuity of the customer journey, both online and in-store.
“Digital technology and the marketplace have enabled us to expand the catalog and our product families, far beyond what we can stock in-store. It’s about purchasing, but above all optimising the experience: the challenge is to adapt our customers' journeys both in-store and online so that they can take advantage of an extensive catalog, with functionalities that reflect their B2C or B2B profiles,” explains Jérémy Lechardeur.
Maisons du Monde has made Adobe Commerce the pillar of its digital platform because of its robustness and flexibility. The group opted for a headless architecture, which allows it to separate the back office from the front office. As a result, Maisons du Monde can use the same foundation to deploy several interfaces with specific functionalities, to respond either to customer journey requirements or the expectations of its different targets.
“Adobe Commerce is a fundamental, modular, headless solution that allows us to build a digital platform ready for the challenges we face,” says Jérémy Lechardeur.
Bringing the digital and physical channels closer together to improve in-store sales performance
The new digital platform has enabled Maisons du Monde to re-think the in-store experience: sales staff now have an app that allows them to access the entire online catalog, with functionalities that are specific to in-store sales. As an extension of the website, the app also helps to improve customer insight and ensure continuity between the online and in-store journeys. The end customer has two options: either pay directly at the checkout or continue their purchase online.
“The advantage Adobe Commerce offers is the ability to provide our sales staff with a tablet application that gives them quick access to our extended Marketplace catalog to help our in-store customers. This feature creates a smoother in-store customer journey, where we have a real challenge avoiding queues at the checkout,” believes Jérémy Lechardeur.
Bringing the two journeys closer together is also about deliveries: 32% of online purchases are delivered to store. While the in-store conversion rate is already benefiting from this, Maisons du Monde wants to strengthen cross-channel journeys further, by encouraging customers who come to collect their orders to add other products to their purchases.
“10% of our customers are cross-channel. The idea is to offer an experience that harmonises with the website, because delivery to store improves customer retention,” explains Jérémy Lechardeur.
“This is a highly competitive industry. Now we can be more responsive and develop new experiences very easily. For us, that’s a real advantage.”
Jérémy Lechardeur
CTO Digital and e-Commerce, Maisons du Monde
Optimising delivery notes for a smoother end-to-end experience
Behind the scenes, this smoother journey relies on sophisticated management of delivery notes and the logistics chain, since different carriers deal with different product categories from different storage locations. The problem has grown as a result of integrating the Marketplace and its 500 sellers.
“We need to be in a position to manage mixed baskets with various delivery constraints, and therefore split delivery notes, while guaranteeing our customers the best experience based on their location. We have been able to develop a bespoke solution with Adobe Commerce that has given us this flexibility,” adds Jérémy Lechardeur.
The B2B segment is still a small part of Maisons du Monde business — with 10% of sales — but the new dedicated B2B experiences create a fast growth on this segment and a real growth opportunity for the brand. The first priority is to create bespoke customer journeys for professionals, especially interior designers. The group is adjusting its offering to improve the way quotes are amended until they are finalised, offer sales discounts depending on the quantity of products purchased, and manage payment methods and due dates based on volumes.
The second priority is to facilitate the relationship between Maisons du Monde customers and interior designers, in particular using the Rhinov app, which is designed to help customers plan their home decor projects, offering renovation and decoration advice, inspiration, a 3D layout plan, product lists, and sales discounts.
“We rely on Adobe Commerce as a foundation for our digital ecosystem, offering us modularity, headless capabilities, and robustness,” comments Jérémy Lechardeur, adding: “This is a highly competitive industry. Now we can be more responsive and develop new experiences very easily. For us, that’s a real advantage.”
Improving customer autonomy and continuing to expand the Maisons du Monde offering
In the future, Maisons du Monde plans to continue to optimise customers' in-store experience by improving their autonomy. The creation of a new engagement channel, using a native app based on Adobe Commerce, is under consideration.
As a good corporate citizen with a commitment to promoting local suppliers, Maisons du Monde plans to launch a new service called “Second Chance”, to put products returned by customers back into the sales circuit. A circular economy project of this kind is a strategic opportunity for Maisons du Monde, and entirely consistent with its CSR commitments.
“We have a very strong 'homemade' mindset in our DNA. Our objective is to take the best of Adobe Commerce capabilities, Adobe's R&D and know-how to fill our needs, so we can free-up time in-house to develop new growth opportunities,” says Jérémy Lechardeur.
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