Implementation of an effective multichannel marketing strategy

Synalia, the leading cooperative of jewellers and watchmakers in France, brings together over 350 stores under the brands Julien d'Orcel, Guilde des Orfèvres, and Montres and Co. Following the Covid-19 pandemic, the company decided to accelerate its digital expansion by adopting a Unified Commerce approach (Click and Collect, Ship from Store) within a multichannel strategy, which required the redesign of its three websites.

Currently, the primary focus in online commerce is to enhance the user experience across the sites and offer trendy products tailored to the seasons and collections.

A successful online multichannel marketing strategy

Challenges & objectives

Synalia had an extensive catalogue, featuring over 17,000 product references spread across its three websites (Julien d’Orcel, Guilde des Orfèvres, and Montres and Co). While these sites often shared common items, product availability and promotions varied frequently across different channels. Each channel could have specific discounts or availability conditions, making real-time management more complex.

As a result, Synalia sought a robust, reliable, and high-performance e-commerce feed management solution capable of centralising and efficiently distributing this vast catalogue across multiple marketing channels. This solution needed to fully integrate with their online multichannel strategy, enabling seamless and accurate updates of product data across all sales platforms and distribution channels used by the company.

Solutions provided by Lengow

Lengow was implemented at Synalia in 2020/2021. Currently, the platform is used by Synalia's marketing provider, Dalt agency, based in Lille. The agency has consistently received responsive and accurate support from Lengow to quickly address any potential issues.

Recently, the launch of the Julien d’Orcel catalogue on Pinterest was carried out smoothly and swiftly, thanks to Lengow. This solution ensures that product offerings remain up-to-date across all major channels, such as Google, Facebook, and Pinterest. In the event of changes from suppliers, Lengow also facilitates the rapid deployment of pricing updates, ensuring consistency and competitiveness across all platforms.

Testimonial