The Challenges

Luisaviaroma has never stopped building upon its core eCommerce platform and its digital presence. Its IT department needs to be focused on emerging customer needs, such as developing new eCommerce features.

According to Nicola Antonelli, Luisaviaroma’s CMO, too much of the team’s time was taken away by having to manually set up product feeds. Even worse, relying on developers for these tasks risked performance issues and other inefficiencies.

Product feed management is also daunting, given that Luisaviaroma is drawing up a catalog that includes more than 50,000 items. Each of the brand’s eCommerce partners has specific data formats and requirements.

The Solution

Luisaviaroma  turned to Highstreet.io to develop a full-service product feed management solution that would allow the company to continue scaling its eCommerce efforts on a global level.

The work included implementing a master product feed that synchronizes all of Luisaviaroma’s product data to its robust software-as-a-service (SaaS) product data management platform.

Despite the unique characteristics of the brand’s custom eCommerce platform, Highstreet.io quickly made the required modifications to Luisaviaroma ’s feed that took all product variants into account. 

Highstreet.io’s product feed consultants work directly with Google and other digital partners to ensure the feeds meet complex requirements.

The Results

Luisaviaroma ’s partnership with Highstreet.io now spans more than eight years. Over that time, some of the most significant milestones include:  

120 hours in time savings

It was taking an average of one business week for Luisaviaroma ’s IT department to generate, configure and optimize every new product feed. Highstreet.io’s automated solution has allowed the brand’s developers to reinvest those hours into more innovative work that can help Luisaviaroma continue to differentiate the digital experience it offers its customers.

A 2X speed increase for marketing campaigns

In many companies it’s typical for various departments to wait on IT staff to respond to their requests. Luisaviaroma ’s success with Highstreet.io has allowed its marketing team to take direct responsibility for managing product feeds. This allows the brand to be more strategic and agile in capitalizing directly on emerging opportunities to serve customers.

More importantly, empowering its marketing team has allowed Luisaviaroma to double the speed at which it runs campaigns, and have confidence in the quality of its feeds.

eCommerce expansion to more than 100 countries

Italy may still account for nearly a quarter of Luisaviaroma ’s sales, but it is now also serving customers in the U.S., Canada, Great Britain, Germany, France and dozens of other key markets. Highstreet.io made this level of growth possible by lowering the cost of implementing Google Merchant Center (GMC) marketing and streamlining the product feed setup for new partners and channels.

Feedback from Luisaviaroma

“Speed is one of the most important competitive factors in our industry. It is fundamental that we are able to rely on a service that is rapid and of a high quality. The speed of execution and quality of the service were two aspects of Highstreet.io that we were most satisfied with.

“Highstreet.io also has a support team that is receptive, fast and responsive to our particular needs.”
— Nicola Antonelli, CMO, Luisaviaroma