“We indeed had expected strong growth but the increase was much higher than what we had imagined, especially in the last quarter. Our order volume has increased by 100% compared to the previous year,” commented Xavier Chauvin, CEO and co-founder of the site.
The Head of the Company sees in this fine performance a real shift in consumption habits, stimulated by the increasing use of digital technologies, the ease of use of devices and the search for new brands and beauty trends. “Which places us as the first pure player in Beauty,” he added.
A leading edge, which was reached thanks to identified levers that proved to be highly efficient.
The site has maintained its momentum with new alternative brands. They now represent 30% of the offer, estimated to 1300 brand partners, including 300 newcomers in 2017. “Expectations are really high for these new brands that we are promoting in an interesting way on social networks,” detailed Xavier Chauvin.
The second growth impetus comes from mobile phones (tablets excluded), which currently accounted for 80% of total traffic, thus representing a 150% sales increase. “In the sphere of mobile applications alone, our growth is of 300%. Which means these behaviours are now fully adopted,” added the CEO.
For the year alone, more than 1.5 million new members were recruited by the site, which currently has about 4 million members. This is a result of the innovative work achieved in terms of communication, especially on the key notion of ’real time’. “Along with sending the appropriate personalized message, we added timely sending: when the user is active and captive, using his app, and this whatever the media. This enables us new transformation performances”, explained Xavier Chauvin.
To complement this positive picture, the rapprochement with the online site Showroom privé, early 2017, has enabled us to increase the volume of devices available, propose comprehensive solutions to brands (sales, media device, piggy back inserts, customer knowledge...), in short, to structure our growth.
“Being backed by Showroomprivé enables us to share best practices and to have a more trouble-free ramp up” confirmed Xavier Chauvin.