How did Salomon's multi-lever approach enable it to accelerate CRO and personalization?
Allier personnalisation et optimisation du taux de conversion
- Expertise
- PERSONALIZATION · CRO
- Published
- January 2026
In figures
A % of IT bandwidth reserved for CRO
A target of 20 A/B tests launched per quarter
Over 40 customizable server-side components
The challenge
How to rethink its organization to ensure both performance and personalization?
Our response
Accelerating CRO and personalization through an organizational and technical overhaul
The company
Salomon
Founded in 1947, Salomon first established itself as a global benchmark in high-performance outdoor sports equipment, supporting mountain enthusiasts and athletes in skiing, trail running and hiking.
Over the decades, the brand's scope has expanded significantly. Now present in the sneaker and sports lifestyle market, Salomon faces a new challenge: addressing a considerably broader audience, extending well beyond its historical target of outdoor sports enthusiasts. From the younger generation to seasoned athletes, including active families, the brand must now adapt its messaging and customer experience to reach an audience as wide as it is varied.
It is in this context of transformation that Salomon chose Welyft, more than a year ago, to support it in optimizing its digital customer experience and personalizing its e-commerce journeys.
The challenge
How to rethink its organization to ensure both performance and personalization?
After several months of deploying its CRO and personalization strategy, results were struggling to take off.
The existing organizational model no longer fully reflected Salomon's ambitions, particularly regarding optimization and personalization. It therefore seemed necessary to initiate a structural and technical transition aligned with their new needs.
Faced with this situation, Salomon called on Welyft, which initiated an in-depth organizational audit aimed at answering two strategic questions:
- How to implement CRO, A/B tests and personalization while ensuring responsiveness to business needs?
- How to lay the groundwork for realistic and scalable personalization?
The project's operational objectives
The challenge was to transform Salomon's digital infrastructure to move from a static site to a dynamic, highly personalized user experience, capable of absorbing strong D2C growth:
- Scalability and velocity: creation of a hybrid CRO organization to multiply A/B tests without being hindered by the constraints of the traditional development cycle.
- Performance and relevance: variabilization of key areas of the site to adapt content and recommendation algorithms in real time based on audience (e.g., Sportstyle vs Performance-focused customers), while ensuring optimal web performance (server-side).
Our mission
Our approach, step by step
Understand the current setup
In-depth analysis of the current organization, existing tools, decision-making processes, and points of friction. This phase helped identify the causes of slowdown and opportunities for improvement.
Define a vision
Co-construction with Salomon's teams of a shared vision for personalization and CRO, aligned with realistic business objectives.
Deploy the processes
Implementation of a clear organizational model defining each person's roles and responsibilities. This clarification makes the difference by ensuring adoption by the teams, the right direction for projects, and the expected responsiveness.
Test & learn
Adoption of a continuous improvement approach through experimentation, with short cycles fostering rapid learning, strategy adjustment, and the scaling up of the most effective actions.
Key learnings
The importance of method: a clear organization and well-defined processes are the guarantee of project adoption and success
A responsive and scalable organization
The organizational overhaul laid the foundations for a clear and effective operational model for Salomon. The precise definition of roles and responsibilities helped reduce implementation times for CRO and personalization initiatives, while ensuring team alignment around a shared vision.
Stronger visitor engagement on strategic pages
Adding personalized recommendation zones at the top of product pages and adapting the homepage's main block based on user profile generated a significant increase in engagement. Visitors now interact more naturally with the proposed content, thereby boosting conversion.
