Extract
[...] Sandro perfectly illustrates the successful transition of a traditional premium brand to a modern model centered on the customer, where data, customer experience, and omnichannel strategy form a cohesive whole. By articulating its ecosystems around unified commerce and exploiting data as a performance lever, Sandro is able to respond to the expectations of its customer base with a fluid and personalized customer experience. In a constantly evolving phygital landscape, this ability to connect channels and analyze data ensures the sustainability and growth of a brand like Sandro. [...]
[...] Data Mechanism on the SANDRO Website The Sandro website plays a key role in the data collection and usage strategy. These data come essentially from four sources : - User navigation: pages visited, time spent, clicks, wishlist on the website, shopping cart - The transactions made: purchases, returns, abandoned cart - The acquisition channels: emailing, advertising, social networks, affiliation - In-store data: in-store behavior, purchase frequency New data collection can be done via : - Registration forms for the newsletter - Surveys after a purchase - Personalization based on browsing history Once collected, these data allow for segmenting user profiles based on precise criteria (age, gender, geography, average cart, purchase frequency, style preferences) and refining TOFU/MOFU/BOFU strategies. [...]
[...] Social media plays a central role in Sandro's strategy, particularly in terms of customer engagement through an omnichannel strategy. By combining publications, stories, or capsule collections with calls to action (swipe-up, product tags, redirects to the site), Sandro activates different levers to convert to sales while strengthening the brand identity. Ambassadors, often fashion or lifestyle influencers, artists, or models, are chosen for their proximity to the Sandro universe and their impact on their community. These campaigns contribute to developing the brand's identity and creating a strong link with the community. [...]
[...] Sandro is able to create links between these different channels. In-store, data collection is linked to digital campaigns and allows for cross-channel customer behavior tracking. Thanks to a well-integrated phygital strategy, customers can scan a QR code in-store, save an item to their wishlist on the website, and receive a personalized newsletter offer. This interaction generates initial engagement, which is then fueled by content including interviews or stories on social media. The PESO model is also used by Sandro to feed customer loyalty and engagement. [...]
[...] The women's premium fashion sector has undergone a profound transformation since 2015, with accelerated digitalization and increased competition with the arrival of new digital players and the growing influence of social networks. Between 2015 and 2023, the global premium fashion market experienced an average annual growth rate of over 4.4%. Brands like Maje, Claudie Pierlot, The Kooples, and Sézane position themselves in a similar segment to Sandro, with well-established omnichannel strategies for each of these ready-to-wear brands. 1. Identifying the SANDRO Ecosystems Sandro has the ability to effectively articulate its various ecosystems around a unified commerce model. [...]
