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___ Use Case

Mademoiselle bio Triples its Revenue Through Chat with the Help of an AI Shopping Assistant

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Logo-Mademoisellebio
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A pioneer in certified organic cosmetics, Mademoiselle bio is a recognized leader with a catalog of 150 brands, including its own, and a presence both online and in physical stores. Initially a pure player, the brand now generates more than half of its revenue online. Leveraging its expertise, Mademoiselle bio has been collaborating with iAdvize for over 10 years to provide personalized beauty advice via chat. In 2024, the adoption of generative AI marks a decisive turning point, enhancing chat performance to address strategic challenges in customer acquisition and engagement.

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CHALLENGES

Absorbing Traffic and Guiding it Through the Conversion Funnel

 

Mademoiselle bio faces two main challenges: an increase in traffic during evenings and Sundays, when no advisors are available to assist visitors; and a notable shift in consumer habits that requires rethinking the goals of shopper interactions with the retailer. Visitors now seek less advice and more precise product information, often asking relatively straightforward questions.

Customer acquisition is the primary challenge for Mademoiselle bio. In the highly competitive beauty industry, characterized by the constant emergence of new players, consumers are also becoming harder to convert. Their time on-site and session durations are shorter, reducing opportunities to increase browse-to-checkout conversions. Additionally, their purchasing journeys are increasingly fragmented: most visitors no longer arrive on the homepage but land directly on category or product pages. As a result, it has become essential to find ways to engage them effectively in an optimized shopping journey.

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Assist visitors at any time in a scalable way
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Adapt to new consumer expectations to retain and convert them
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The past two years have been the most challenging I've experienced in e-commerce. Competition is intensifying, but the real challenge lies in acquiring new customers. The key is now to convince them by quickly and accurately identifying and addressing their needs.
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Cédric Gourgeon
E-commerce Director, Mademoiselle bio
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Solutions

iAdvize Copilot™ for Shoppers, the AI Shopping Assistant & Conversation Starters for Tailored Prompts for Every Product

Mademoiselle bio implemented iAdvize Copilot™ for Shoppers, a virtual AI-powered shopping assistant that delivers personalized and engaging e-commerce experiences. It helps visitors discover, select, and purchase the right products through a seamless conversational experience. The goal is to take over from human advisors and provide guidance 24/7 in a scalable and cost-effective way. The brand has gone even further by redesigning its engagement strategies with Conversation Starters.
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Anticipating Questions to Remove Barriers to Purchase

The idea behind Conversation Starters is to rethink traditional chat notifications. Instead of a generic invitation to chat, these prompts offer preformatted questions integrated directly into product and category pages. By targeting likely visitor queries—such as product composition details or usage advice—these prompts simplify access to essential answers upon arrival and facilitate customer engagement in the conversion funnel.

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Adapting to Newer Digital Behavior

This e-commerce innovation responds to shifting consumer expectations. The decline in engagement isn’t limited to the website: on Instagram, Mademoiselle bio has observed a drop in spontaneous direct messages, prompting the need to pose questions in stories to encourage interaction. Conversation Starters align perfectly with these new digital behaviors, focusing not just on encouraging conversations but on presenting the right questions to engage visitors directly.

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Capturing Attention in Seconds

 8 seconds is the average online attention span. Overwhelmed by content, including on e-commerce sites, shoppers rarely read descriptions, even though they need crucial information before making a purchase. Strategically placed on product pages, Conversation Starters take a proactive approach, anticipating visitors’ questions and capturing their attention instantly to guide them toward a purchase decision.

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When we started experimenting with engagement methods like Conversation Starters, it changed everything. Bit by bit, I think we’ll get the right question in the right place, and naturally, that boosts engagement.
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Cédric Gourgeon
Cédric Gourgeon, e-commerce Director, Mademoiselle bio
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RESULTS

Generative AI Boosting E-commerce Performance

​​By adopting generative AI for its conversational strategy, Mademoiselle bio has revolutionized the online shopping journey, making it both more engaging and scalable. This transformation now enables the brand to assist five times more visitors while delivering an optimized customer experience.
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Improved Performance
11.5%
Conversion Rate
+13%
Increase in AOV
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Incremental Revenues
3.5x
Increase in Revenue Generated Through Chat
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Optimized Customer Journey
97%
of Conversations Automated
9.5x
More Engagement via Chat Compared to Traditional Notifications
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The increase in average order value and conversion rate clearly demonstrates the relevance of the assistant.
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Cédric Gourgeon
E-commerce Director, Mademoiselle bio

OUTLOOK

An AI Shopping Assistant That Meets Every Customer’s Needs

For Mademoiselle bio, AI represents the missing piece of the puzzle to finally recreate the in-store experience in a digital environment—an ambition that has been challenging to achieve until now. Truly reimagining the customer journey with a high-performing AI shopping assistant relies on two key pillars:

  1. Advanced data utilization to personalize interactions by integrating human factors such as personality and communication preferences.
  2. A more immersive communication approach, allowing interactions through photos or video calls.

By automating this experience on a large scale, 24/7, Mademoiselle bio sees enormous potential to transform e-commerce. This transformation goes beyond assisting visitors; it redefines how e-commerce sites are designed.

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AI assistants will revolutionize e-commerce because web content will no longer be a challenge—it will be embedded within the assistants. This reshuffles the deck for UX, loading times, and many other web criteria. It will simplify site design.
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Cédric Gourgeon
E-commerce Director, Mademoiselle bio