Etam’s Human-Centred Omnichannel Shift
What: French lingerie group Etam has turned its Paris Haussmann flagship into a live lab for omnichannel retail, using a homegrown clienteling app, ship-from-store and connected fitting rooms to link stores and e-commerce around the customer journey.
Why it is important: By using technology to empower sales associates rather than replace them, Etam shows how a century-old, family-owned brand can modernise clienteling, boost conversion and rethink omnichannel incentives in ways highly relevant for department stores.
IADS Notes: Etam’s model illustrates how breaking silos between digital and retail, reallocating online turnover to stores, and equipping staff with integrated tools can turn omnichannel friction points into levers for personalisation and profitable growth.