Lacoste’s full testimonial

Lacoste has been using Foxintelligence for 5 months. For the moment, 2 teams have been trained to use the platform, and a 3rd team will soon be onboarded.

Foxintelligence analyses billions of electronic receipts every day. The result: concrete and actionable insights delivered to e-retailers in real time, allowing them to understand their market, their customers, the trends and to adjust their strategy.

Within the performance team, Aurélie uses the platform to produce reports:

• weekly: to look at Lacoste’s global market share
• monthly: to check market shares more precisely, category by category (men’s wear, women’s wear, footwear and leather goods)

Ground-breaking analyses

Before using Foxintelligence, Lacoste did not systematically analyse its market. The question only arose when objectives were not met.

Precise competitor analysis

With Foxintelligence, Aurélie can monitor the competition, “it’s allowed us to break the initial idea we had of our competitors landscape.”

Since she started using Foxintelligence, her list of competitors has evolved considerably. She used to think of certain players as serious competitors – only to find that they hardly ever took market share from Lacoste. And conversely, she realized that she had missed some players she had not identified as competitors, “we thought they were insignificant, but the numbers proved us wrong.”

The data allows for more exhaustive business reports, “it’s very reassuring to arrive at the business meeting with precise figures; How much market share do we have? How much are we losing? How much are we gaining? Are we gaining as much as other brands? Are our market shares increasing faster on the site, on marketplaces or in second-hand stores? It just helps us better understand our market.”

Foxintelligence, the solution to knowing everything about your market and getting a head start on your competitors

“If Foxintelligence did not exist, we would have no other solution.”

Foxintelligence allows us to:

• Confirm our strategy or adjust it quickly and efficiently
• Identify emerging brands in our sector
• Anticipate what to put in place to retain our customers and win new ones

Foxintelligence is the biggest European e-shopper panel. It gathers over 1.5 million e-shoppers and has been designed so that brands and retailers can view their markets and online consumers with precision.

“Before, we said to ourselves, ‘I saw that such and such an actor made some aggressive private deal, so maybe that’s why we didn’t reach our objectives.’ So eventually, maybe or maybe not that played on our performance. Now, there are no more assumptions: we know that we have gained market share at the expense of this player, that we have lost it to another player. We save time – and the time we save is what we initially spent investigating for nothing.”

Aurélie also uses Foxintelligence when Lacoste performs well; to analyse why the objectives were reached, to draw learnings from them, and to implement the same strategy on other categories.

“We can see from whom we have taken market share in a given product category, and then put these products forward in our rankings and sales promotions. This allows us to not waste time. Now we are sure of what we are putting in place.”

Personalised onboarding

At Foxintelligence, each customer has a dedicated Customer Success Manager. They are trained during the onboarding phase, and then support the customer in the daily use of the platform. When they need to go further in their analyses, their contact person takes over to provide them with the data in question.

“When I don’t know how to do an analysis myself, a CSM responds to my request and provides me with a complete analysis, explaining exactly how it was done so that I can do it again myself later. And that’s really valuable.”

What does Lacoste (and more particularly Aurélie) appreciate the most in the proposed support? The reactivity: having an answer within the hour when she has a question about the use of the platform or about the figures she has extracted.

“I have rarely seen such a precise support.”

The key features used by Lacoste:

• Market share by brand: to understand which Lacoste retailers are gaining the most market share
• Competitor market analysis: essential for understanding the market
• Brand switch: “To see where our customers are going, to which competitors. It’s valuable information.”
• Custom dashboards: to create predefined analyses and automate data extraction as much as possible

“This means that it takes me 1 hour to do my 5 monthly business review slides – which is very little! For my weekly reports, I only need 10 minutes now.”