How Ysé adapted its omnichannel strategy to boost growth with Shopify Plus

Founded by Clara Blocman, Ysé is a company created by women, for women. Over the last ten years, it has made a name for itself in the fashion industry and now embodies elegance and sophistication. A brand with a strong personality focusing on image and editorial content, Ysé offers women lingerie and swimwear that celebrate individuality in all its diversity.

Clara Gervais, managing director at Ysé, began considering the headless ecommerce concept and the omnichannel experience in 2020. Eleven months later, she launched the new Ysé website on Shopify Plus. The introduction of this strategy, which was made possible by the native headless and omnichannel functionalities of Shopify Plus, enabled her brand to grow exponentially. Thanks in part to integrated infrastructure, the brand has doubled its number of brick-and-mortar stores in just 2 years.

By migrating to Shopify Plus, Ysé has:

Challenge

Before migrating to Shopify Plus, Ysé was using an ERP combined with a Prestashop platform. A brand’s website should be a bold showcase, yet it didn’t offer enough flexibility to meet the editorial ambitions of the team: “At Ysé, we bring a lot of value both to images and the written word. Our website is a way for us to express the essence of the brand. With that in mind, I wanted a website with an easily modifiable front-end. With the headless solution by Shopify, I have access to all my different editorial blocks, which I can adjust every day if I feel like it. It makes such a difference.”

The site’s inability to cope with surges in traffic following the brand’s various product launches was another problem. “We experienced a number of crashes while using Prestashop and a server, which led me to introduce costly temporary solutions to avoid breakdowns. This was a constant source of stress, especially when sending out newsletters. For each one, we wondered whether the site would last through the subsequent peak of visits. Eventually, I decided that it was time to stop putting money in the wrong place, and launched a migration phase,” says Clara Gervais.

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Solution

Before migrating to Shopify, Clara Gervais was using an ERP, Odoo, combined with Prestashop. This configuration required countless manual adjustments, which were both time-consuming and costly. But the migration to Shopify Plus put an end to all that. “The new headless solution allows me to control the front-end and back-end from the same place, while the module-based structure is much easier to use. Compared to the old system, for example, I can switch between CRMs without disrupting the rest of the architecture.”

Thanks to this flexible architecture, Clara Gervais was also able to begin migrating from her Point of Sales solution to Shopify POS, all without affecting the site and the inventory modules or requiring new updates. “I really wanted to completely unify the customer-facing side and create a single B2C interface. By adopting Shopify Plus, we were able to implement a solid omnichannel strategy. This enabled us to leverage both online and in-store sales channels in symbiosis, such as offering Click & Collect,” says Clara Gervais.

Results