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SALOMON | CUSTOMIZATION | CRO
How has Salomon's multi-channel approach enabled it to accelerate CRO and personalization?
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A percentage of IT bandwidth reserved for the CRO
A goal of 20 A/B tests per quarter
Over 40 customizable server-side components
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Solomon
Founded in 1947, Salomon first established itself as a global leader in high-performance outdoor sports equipment, supporting mountain enthusiasts and athletes in their skiing, trail running, and hiking activities.
Over the decades, the brand’s scope has expanded significantly. Now established in the sneaker and active lifestyle market, Salomon faces a new challenge: reaching a significantly broader audience that extends far beyond its traditional target of outdoor sports enthusiasts. From the younger generation to seasoned athletes and active families, the brand must now adapt its messaging and customer experience to engage an audience that is as diverse as it is extensive.
It was against this backdrop of transformation that Salomon chose Welyft over a year ago to help it optimize its digital customer experience and personalize its e-commerce journeys.
How can you restructure your organization to ensure performance and personalization?
After several months of rolling out its CRO and personalization strategy, results were slow to take off.
The existing organizational model no longer fully reflected Salomon’s ambitions, particularly in the areas ofoptimization and personalization. It therefore seemed necessaryto initiate a structural and technical transition in line with their new needs.
In light of this, Salomon turned to Welyft, which launched an in-depth organizational audit designed to address two strategic questions:
- How can we implement CRO, A/B testing, and personalization while ensuring we can respond quickly to business needs?
- How can we lay the groundwork for realistic and scalable personalization?
The project's operational objectives
The challenge was to transform Salomon’s digital infrastructure, moving from a static website to a dynamic and highly personalized user experience capable of supporting strong D2C growth:
- Scalability and agility: creating a hybrid CRO organization to scale up A/B testing without being constrained by the traditional development cycle.
- Performance and relevance: customizing key sections of the site to adapt content and recommendation algorithms in real time based on the audience (e.g., customers focused on Sportstyle vs. Performance), while ensuring optimal web performance (server-side).
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Our mission
Accelerate CRO and personalization through organizational and technical restructuring
Understanding the current situation
A thorough analysis of the current organization, existing tools, decision-making processes, and pain points. This phase helped identify the causes of bottlenecks and opportunities for improvement.
Define a vision
Collaborating with the Salomon teams to develop a shared vision for personalization and conversion rate optimization (CRO) that is aligned with business objectives and grounded in reality.
Implement the processes
Establishment of a clear organizational model that defines everyone’s roles and responsibilities. This clarity makes all the difference by ensuring team buy-in, effective project management, and the responsiveness that is expected.
Test and learn
Adopting a continuous improvement approach based on experimentation, with short cycles that promote rapid learning, strategy adjustments, and the scaling up of the most effective initiatives.
The importance of methodology: a clear organizational structure and well-defined processes are key to ensuring the adoption and success of projects
A responsive and scalable organization
The organizational restructuring laid the groundwork for a clear and effective operational model at Salomon. The clear definition of roles and responsibilities helped reduce the time required to implement CRO and personalization initiatives, while ensuring that teams remained aligned around a shared vision.
Increased visitor engagement on key pages
Adding personalized recommendation sections at the top of product pages and tailoring the main section of the homepage to each user’s profile has led to a significant increase in engagement. Visitors now interact more naturally with the content presented, thereby driving conversions.
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