Rouge Gorge
Discover how French lingerie brand RougeGorge revitalized its online retail experience, personalized the shopping journey, improved customer engagement, and boosted conversion with Sensefuel.
Key benefits
+68%
Increase in mobile search conversion rate in one year
Rapid deployment and results
x3.11
Conversion ratio search vs navigation
Lights-out operation
+42%
Increase in search conversion rate in one year
A Leader In French Lingerie
Founded in 1994, RougeGorge is a major lingerie retailer with 260 stores in France and Belgium. It prioritizes inclusivity and sustainability and earns 15% of its revenue from e-commerce.
● €200M annual revenue
● 260 stores across France and Belgium
● 96% female workforce
● One of France’s leading lingerie brands
The Post-Pandemic Profitability Challenge
In 2023, RougeGorge faced a financial dilemma in the wake of the COVID-19 pandemic. Despite increased online business, consumers remained cautious about their spending. To maintain a competitive edge, the company needed to strategically position non-essential lingerie as essential and explore innovative ways to boost sales and revenue.
On a quest for the ideal solution
RougeGorge had previously partnered with Sensefuel in 2017, but when they changed ecommerce platforms mid 2021, they opted for the native AI-powered search engine of the new platform. However, disappointment soon followed. The native engine lacked critical features essential for e-commerce success—it couldn’t filter results by size or color, and its search capabilities were limited to basic keyword matching.
Sensefuel reappeared on RougeGorge’s radar, thanks to glowing reviews from retail partners and its local presence in France. Rigorous A/B testing confirmed what they imagined—the Sensefuel search engine outperformed their current solution by a significant margin. With this revelation, RougeGorge made a decisive move: they returned to Sensefuel, cementing it as their go-to e-commerce search partner.
A Seamless Deployment Process
Deploying Sensefuel within their new platform was a breeze for RougeGorge. Connecting multiple catalog feeds and extracting product data was straightforward. Throughout the process, Sensefuel’s experts provided guidance and support, ensuring a smooth transition.
After a brief training session, users were autonomously operational, reaching an impressive proficiency within just a month of regular use.
Sensefuel’s experts remained available to answer questions and provide support to help with the rest, ensuring an optimal utilization of their innovative solution.
Game-Changing Advantages
AI native technology
E-Commerce director, Claire Tardy was won over by the AI technology that returned “smart” results based on what the AI knew or could infer about the user’s profile., was particularly won over by the AI technology that returned “smart” results based on what the AI knew or could infer about the user’s profile.
Effortless deployment and rapid ROI
Sensefuel's swift implementation meant that RougeGorge saw a rapid return on their investment. The platform's seamless integration and the calculated speed of deployment were crucial in delivering immediate gains.
Built for business teams
E-merchandising manager, Julie Augusto is a fan of Sensefuel's user-friendly interface. She also liked that the solution mostly ran on autopilot and only required an hour of actual hands-on time a week on her part to manage, enhanced by monthly check-ins with Sensefuel experts who provided her with valuable insights and support.
Built in A/B testing
The platform's capabilities were rigorously validated through A/B testing, proving its effectiveness and demonstrating its ability to deliver a maximum ROI.
Attaining 11% Conversion With Search
The technical team was initially wary of adding an extra layer to the website and denaturing the UX. However, once the solution was deployed, their KPIs showed a positive uptick, indicating that shoppers were benefiting from an enhanced user experience.
The rate of shopping carts that made it to checkout from users who used the site’s search bar increased to 11%, while the rate for shopping carts for users who didn’t use search was only 2.73%.
In addition, RougeGorge’s analysis showed that of the 4.25% of users who made use of on-site search, these made up 22% of the visits that contributed to their annual sales revenue.
Adopting Sensefuel has resulted in a 28% increase in search usage for RougeGorge, surpassing expectations. Conversion rates have improved, highlighting its positive impact on the customer experience. The platform's autonomy, along with expert support, has reduced the managerial burden on the e-merchandising team.
In Search Of Excellence
RougeGorge, impressed by its progress, partners with Sensefuel to revamp its site's search feature, currently utilized by only 4% of visitors (5% mobile, 3% desktop).
The goal: elevate usage to 6%, aligning with industry averages. Success relies on boosting user engagement with search and correlating conversions. Previously, RougeGorge personalized at the CRM level, like birthday offers and loyalty discounts. Now, they aim for a deeper personalized customer journey, optimizing user experience.
This includes refining the search function to enhance user interaction and conversions. RougeGorge trusts Sensefuel's expertise to achieve these goals.
With Sensefuel, I can easily create banners, highlight products, and link them to specific search topics, focusing on marketing and product promotion through on-site search
E-merchandising Manager
Rouge Gorge
A Solution Built For Merchandisers
Julie Augusto praises Sensefuel's user-friendly interface. Dynamic filtering options for size and color, alongside effortless filter activation, enable tailored customer experiences. Integration of targeted ad banners and product promotion tools enrich her marketing strategy.
Sensefuel's automatic display of brand corners or product selections, based on search queries and illustrated by selected images, enriches the user experience. Julie values this feature for showcasing promotional campaigns and considers it as crucial as search result filtering.