French children’s clothing retailer Tape à l’oeil has selected California-based Talend to optimise its digital shopping experience.

Founded in 1993, Tape à l’oeil is leveraging the power of cloud data and APIs to increase sales and marketing efficiencies and develop a customer-360 approach.

Talend is helping the retailer empower data workers and business users with customer intelligence in real time, to help it optimise and personalise the online shopping experience for its customers. The company is using Talend Data Fabric to speed information delivery and data exchange through APIs to manage its supply chain. It is also relying on Talend Stitch to integrate data from the web and social media platforms and analyse sales performance.

In early 2020, Tape à l’oeil’s digital data strategy accelerated with the Covid-19 crisis. The company needed to optimise its online operations as the pandemic accelerated the research online, purchase offline (ROPO) behaviour of its customers.

With Talend, the company was able to manage and optimise its entire supply chain.

“If a product is not available at purchasing time, the sale is lost,” said Guillaume Porquier, chief information officer for Tape à l’oeil. “There is both the risk that the customer will go to another store and that the product will have to be discounted at the end of the season. With Covid-19, some suppliers had to stop their activities, and the real-time monitoring of our supply chain gave us the agility to make the appropriate adjustments very quickly.”

With Talend, the company built a customer-360 approach through the delivery and timely access to trusted data. Internal and external data provide visibility to stores on customer behaviour and buying habits. This information can then be integrated into predictive models. And, with the data collected from the web using Stitch, the company can also enrich its marketing data with customer journey analysis and predictive analytics.

“The retail industry has been heavily impacted and disrupted with Covid-19 with a massive change in customers’ purchasing behaviour,” said Gareth Vincent, senior vice president at Talend. “Tape à l’oeil data strategy and achievements illustrate the importance on relying on complete, clean and trusted data to react faster and mitigate risk.”

Porquier added: “Retail immediacy and proximity are keys to success in retail. Information must flow from product design to sales, otherwise we can’t do our job. Talend is our strategic partner in this process.”