Case Study: Claudie Pierlot achieves 13% increase in in-store bookings with Kameleoon

Claudie Pierlot increases bookings in a shop by 13% with improved cross-channel strategy

Claudie Pierlot, a high-end women’s fashion brand in the SMCP group, faced a cross-channel challenge: product pages showed two similar CTAs—“Add to cart” and “Book in a shop”—which confused users and disrupted the buyer journey. The brand wanted a clearer, smoother experience that made it easy to either buy online or reserve items for in-store try-on, and measured success by click rates on both actions.

They ran a one-hour A/B test that kept “Add to cart” as a CTA but changed “Book in a shop” to an underlined, centered clickable link beneath it. This clearer distinction eliminated confusion and improved engagement: bookings in shops rose 13% and add-to-cart clicks rose 2%, showing that simple format changes can better signal different user intents.

Claudie Pierlot

Julie Dubec

Head of Digital & CRM