By Clotilde Chenevoy | Wednesday January 3, 2024 | Marketing
Julien Ducreux, director of Fnac.com, will speak at theE-Commerce Days on January 30 & 31, during the UX workshop debate. Preview decryption of the group’s method to improve its online customer journeys.
The Fnac site has been updated 1,135 times in one year. – © DR
Like Sisyphus in Greek mythology who rolls his rock endlessly, the teams in charge of UX (User Experience) and UI (User Interface) within the Fnac Darty group are committed to develop the different sites to optimize online and omnichannel customer journeys. “1,536 changes have been made on the Fnac and Darty sites in one year and every two weeks, we will carry out updates.specifies Julien Ducreux, director of Fnac.com and director of digital customer experience for Fnac and Darty who will speak during theE-Commerce Dayson January 30 and 31 on the workshop-debate dedicated to UX.
1,536 changes were made on the Fnac and Darty sites in one year and around twenty people work on UX and UI subjects within the digital factory.
To be able to make so many changes, the group carried out an organizational overhaul in 2019 by creating a digital factory. She thus brought together the IT teams and the professions so that design and development communicated on a daily basis. Currently, more than 200 people work within this structure and around twenty people focus on UX and UI.
Another modification is that the formerly monolithic sites are now modular and around ten “feature teams” have been created, each of which supports very specific functionalities of a product. Let us cite for example the one in charge of products and content which will ensure that the customer can access, consult and choose their product, or the one in charge of Order Pipe Payment which will ensure that the Internet user can access the correct means of payment. payment and that it goes well. “Paying for your purchases is simple but there is not a single country where Internet users consume payment in the same way”underlines Julien Ducreux.
Indeed, in the complexity of keeping sites up to date is added the management of several geographies. Fnac thus has sites in Spain, Portugal, Belgium and Luxembourg and the behaviors are different, in addition to having to manage another language in certain cases. Fnac in France is rather premium in its approach while in Spain, there is greater elasticity in price, payment terms and promotion.
Use and abuse A/B testing and the side server to gain efficiency
Julien Ducreux, director of Fnac.com and director of the group’s digital customer experience. – © Fnac
Among the best practices in terms of UX and UI, the group uses and abuses A/B testing and the side server. The first action, quite classic in e-commerce, consists of exposing some of the customers to a change in order to follow developments. For example, following the Darcos law which requires charging for the delivery of books, Fnac wanted to promote the free service with in-store collection by changing a few words on the site. To the great astonishment of the teams, the effects were negative, this option was ruled out.
On server side tests, these are tests of larger features. For example, at the end of the year, Fnac tested Apple Pay as a new payment method. But this period being key for the retailer, there was no question of embarking on a massive deployment, it is algorithms which will define whether or not it will be relevant to display this functionality to the customer.
In summary, the objective for Julien Ducreux’s teams is to check before putting a feature into production and generalizing whether it corresponds to customer expectations or has an impact on conversion rates. Each “feature team” has performance indicators to monitor to ensure that the modifications made are relevant.
The voice of the customer, a valuable indicator
To identify the right interfaces and good online customer journeys, the Fnac Darty group constantly monitors the actions of its competitors, in particular Amazon which imposes certain standards in terms of e-commerce, and on cross-functional sites such as Instagram which has created a new way of image management on the market.
This cold data is also enriched with more lively data through customer listening. “We have an internal panel of 5,000 customers gathered in a lab that we can call upon all year round, indicates Julien Ducreux. For any major features, we will query them to validate relevance. We also have a lot of feedback thanks to our stores via omnichannel purchasing and also our call center. The latter also allows us to identify weak signals of a customer problem. The call topics are known – where is my package, I can’t connect -, so as soon as Internet users mention another problem, it requires verification. » In addition, a Customer Insights team has been set up to provide education and thus infuse the voice of the customer among the different teams. Moreover, for Julien Ducreux, one of the keys to performance in terms of UX and UI is to maintain the competence of teams by forcing them to be open-minded towards other external practices. And so you don’t end up like Sisyphus…
Come and chat with Julien Ducreux and 80 e-commerce decision-makers
Meet on January 30 & 31 – Deauville – © Républik Retail
E-Commerce Days will bring together 80 e-commerce decision-makers in Deauville on January 30 and 31 to discuss the new challenges of online commerce.
Ask for your participation to come and talk with Julien Ducreux (Fnac), Moise Magnié (Auchan); Jessyn Katchera (Carrefour), Amélie Poisson (La Redoute), Amandine De Souza (Leboncoin), Mathieu Hamelle Vertbaudet), Arnaud Ameline (Sézane) Etc.
2024-01-03 11:29:59
#ECommerce #Fnacs #practices
