In the 1950s, three brothers created a shoe manufacturing company that would eventually become a successful multi-brand footwear distributor for men, women and children in the south of France. Now, in 2022 — after two years of on-and-off pandemic store closings — Fanny Chaussures is re-vamping and re-thinking how and where to sell their high-quality shoe brands so that their products are more consistently and more widely accessible to customers across all of France.
The aim here is to not only concentrate on what sells best but also where they can sell best. “Sport [shoes] takes precedence over other categories these days,” says Fanny’s marketing and e-commerce lead, Gillies Meguerditchian, “and so do our two physical stores located in Marseille and Aubagne, because they have been doing particularly well.” Fanny is focusing on their most highly-demanded stock and busiest stores by partnering with Connected Retail by Zalando to sell their in-store products online to millions of more customers.
"Partnering with Connected Retail has been beneficial to us as a whole. With their helpful and friendly team, it feels like a very human relationship with good communication. It’s also very structured: meetings are clear and we can see clear progress in our processes"
Gillies Meguerditchian, marketing and e-commerce lead for Fanny Chaussures
Growing A Relationship While Retaining Control
“Partnering with Connected Retail has been beneficial to us as a whole. With their helpful and friendly team, it feels like a very human relationship with good communication. It’s also very structured: meetings are clear and we can see clear progress in our processes,” Gillies explains. But in addition to that, “The difference between Connected Retail and the other marketplaces is that the tool is really adapted to merchants. We can upload our own products (that are not already on the platform), which is a real advantage because then Fanny can have control over certain brands and products.” Retaining control over your brands is a deal-breaker for most companies, and Fanny is no exception. They decide what gets sold, restocked or pulled from the shelf. But generally, when a product sells well on Zalando, Fanny re-stocks in store.
of orders in 2021 are via Zalando
orders a day received via Connected Retail
In the second half of 2021, Zalando accounted for 15% of Fanny’s business volume, securing Connected Retail as a long-term solution for Fanny. “For me,” Gillies says, “now it is part of the sales levers to be taken into account in our turnover projections. We are receiving 21 orders on average per day. And on top of that, there was the CyberWeek period, which did a lot of volume. It’s a bit of a business boost, which always helps!” Together, Fanny and Zalando are looking forward to a more fashionable and sporty future for France.