Castañer increases 30% its online sales and 10% its physical store sales with Shopify Plus

Founded in 1927, Castañer is an iconic brand in the world of footwear fashion, thanks to its world-famous espadrilles shoes. Its designs have been worn by pop-culture legends such as Cary Grant, Grace Kelly, Catherine Deneuve, and Salvador Dalí. With a complex triple business structure, Castañer sells directly in more than 25 physical stores, as a wholesaler through a network of distributors, and online with its own ecommerce store. Since Castañer joined Shopify Plus it has:

• Since joining Shopify Plus it has 1 single unified stock: online stock + physical stores stock
• 3 countries united—Spain, France, and Italy—united under a single POS for online and offline
• 40% increase in customer acquisition, thanks to a unified offline and online system

Challenge

In 2015, Castañer made the leap into the world of online sales with a custom ecommerce solution, before migrating to Adobe Commerce. But Adobe Commerce limited Castañer’s growth due to its complex development processes. It did not allow the brand to have a centralized order management system (OMS) to control all of its different inventories in real time, creating silos between its physical stores, its distributors, and its online store, which, in turn, heavily limited Castañer’s growth potential.

For a footwear brand, this was a massive issue. Not having available in real time all specific sizes and models of shoes for a potential customer because the products were spread among different warehouses and the brand didn’t know for sure what was in stock and what was sold-out made Castañer lose sales and forced it to have part of its inventory blocked.

In addition, Castañer’s focus was establishing a solid omnichannel strategy to guarantee long-term growth. Its aim was to use omnichannel to combine physical stores and ecommerce in the same sales system and OMS. This included having a POS and OMS operating natively together.

Solution

By migrating to Shopify Plus, Castañer unified all sales, all inventory, and all customer information under one system. In addition, the brand has been able to make use of Klaviyo to segment audiences and launch email marketing campaigns, and the Shogun Page Builder app to create landing pages without having to rely on external developers.

Centralizing everything on a single ecommerce platform with Shopify Plus allowed Castañer to develop a successful omnichannel strategy by having greater control over its customers’ data. This is a great advantage for customers, but also for the brand, because, without any extra development in Shopify Plus, a Castañer customer can see their order history in both physical and online stores, thus increasing recurring purchases and allowing the user to have greater control of their relationship with the brand.

Results

Thanks to Shopify Plus and the combination of its OMS and Shopify POS, a customer who comes to one of Castañer physical stores and can’t find their specific espadrille size can still buy it, if it’s available, in the brand’s ecommerce store or in any other of its physical stores with stock, and the customer can rest assured that Castañer will ship it to them within 24 hours. Castañer has increased sales in its physical stores by 10%, thanks to being able to use the stock from other stores or from the online store.

Also, from the online store perspective, there is visibility of all the stock in the physical stores. This visibility has made it possible to generate one out of every three sales with physical store stock, with a 30% increase in online turnover.

In addition, the database has increased by 40%, thanks to the use of Shopify’s POS, which allows the issuing of electronic receipts. This electronic receipt are more sustainable and more efficient, but also, allow Castañer to ask the customer for permission to connect with them via email - in order to send them the e-ticket - which in turn increases Castañer database and allows the brand to have a closer relationship with its customers via email.