Lacoste delivers unique buying experiences – online and onsite

However, managing vast product data manually quickly became unsustainable. With 6,000 color references per season, multilingual updates, and the need to refresh collections every six months for different hemispheres, manual spreadsheet entry became a bottleneck. The result? Slow time-to-market, data inaccuracies, and missed sales opportunities.

Recognizing the need for a streamlined, scalable solution, Lacoste turned to Product Information Management (PIM) to reduce manual work, ensure accuracy, and accelerate time-to-market. With PIM, Lacoste could centralize and enrich product data efficiently, distributing it seamlessly across e-commerce and marketplace platforms—boosting agility and enabling the brand to deliver on its omnichannel ambitions.

Following a dedicated effort from Lacoste’s internal teams and support from Contentserv and partners, the PIM solution went live in November 2017. Beyond PIM, Lacoste implemented several integrated components: Translation Manager for effortless multilingual content, Salesforce Commerce Cloud Connector for seamless data transfers, Smart Documents for versatile document formats, and Workflow Manager for automated, visualized processes. Now, with 40 users managing data daily on the Contentserv platform, Lacoste’s teams have a comprehensive 360° view of products and can efficiently manage processes for diverse commercial sites.

Today, Lacoste’s IT team manages the platform in real-time, leveraging its expertise to support employees and maintain operations.

The Contentserv PIM solution provides great flexibility in data generation, with users managing an impressive amount of data (2,400,000 attributes, 24,000 references, and 172,000 ean/UPC barcodes). Export procedures integrated into the solution speed up the automatic creation and editing of catalogs and web pages, allowing Lacoste to export up to 40,000 items daily. Users can then assemble images, technical attributes, and prices by simply dragging and dropping them onto dynamic models subject to pre-established rules.

Other significant advances include the ease of creating new attributes such as information that allows consumers to refine their choices and maximize their shopping experience. This process used to take several months and now takes only 2 or 3 weeks. Furthermore, as fashion is governed by seasons, it is necessary to reconfigure entire offerings every six months. The Contentserv PIM solution allows Lacoste to maintain the attributes (about 300 per product) of the models that remain on sale, and thus, avoids rebuilding the catalog from scratch.

However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.

Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.