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Moët Hennessy-Louis Vuitton

How Moët Hennessy-Louis Vuitton ensures fast and flawless eCommerce rollouts

Company overview

Moët Hennessy-Louis Vuitton (LVMH), the world’s leading luxury retailer, is home to 75+ “maisons” or “houses” including brands like Christian Dior, TAG Heuer, and Dom Perignon. To support their corporate goal of double-digit eCommerce growth over the next 2 years, LVMH adopted an ambitious plan for digital launches. Meeting their objectives involved bringing many new brands online as well as introducing existing brands into new markets.

Given their deep-seated corporate commitment to “deliver excellence,” they had to ensure that each launch was flawless from the start—for every customer on every device. Recognizing that their existing resource-intensive quality process would not scale to the necessary release volume and speed, LVMH quality leaders decided that the brand’s new digital expansion required a new approach to testing.

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    Industry: Retail
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    Organization size: 100,000+ employees
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    Location: Global
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Challenges

  • The testing processes used to ensure high quality consumed considerable resources
  • Tests were being recreated from the ground up for every new rollout
  • Testing was not fully integrated into CI/CD; developers lacked fast feedback
  • Ambitious digital expansion goals required more (and faster) eCommerce launches
  • In the luxury goods market, there is no tolerance for even a slight “glitch”
  • Disconnect between stakeholders led to misunderstandings and rework
  • E2E transactions cross web, mobile, Salesforce eCommerce, ERPs, WMS, CRM and more
  • Arrow Icon“Based on our knowledge of our customers and our brands’ DNA, we could co-create eCommerce journeys with the business. These are end-to-end logical test scenarios based on our personas—based on our real customer needs and our brands’ processes.” — Johann Gaggero, Omnichannel Test Manager, LVMH PCIS

Solution

LVMH built a new QA process with the same customer focus and attention to detail that the company is known for. First, they made a fundamental mindset shift to “business-driven testing.” To better defend both the customer and the brand, each QA team took a deep dive into the DNA of the brand and its core customer profiles (personas). They then developed new test strategies for checking how the customer experiences the brand and captured them as reusable “rollout kits.”

Applying this approach at the necessary speed and scale required automation, integration, and extreme reuse—and all were facilitated by the adoption of Tricentis qTest. Instead of designing each test from scratch, they built a library of strategically-designed test building blocks that enable 70-90% reuse across launches. Instead of manually clicking through each end-user persona’s buyer journey, they simulate that experience with test automation tools that view, interact with, and evaluate the site like a human—on a broad variety of devices. All this disparate testing data is integrated into a single pane of glass that provides real-time insight into release readiness by persona, feature, and tech layer. The result: they slashed the time required to test each new market rollout from 50 days to 13 days, met their objective for exceptional quality, and cut testing costs 75%.

Results

  • Test preparation time reduced from 10 days to 3 days per rollout
  • Test execution time reduced from 40 days to 10 days per rollout
  • Overall testing time is 4X faster
  • Testing costs reduced 75%
  • 7-10K automated tests executed nightly (15K-20K by the end of this year)
  • Orchestration across Applitools, Selenium, Cucumber, BrowserStack…
  • 90% test asset reuse when launching an existing brand in a new market
  • 70% test asset reuse when launching a new brand in a new market
  • Rollout kits that codify best practices for repeatable and rapid testing
  • Reusable library of “micro-test-case” building blocks and test data
  • BDD adoption improves collaboration, reduces misunderstandings

“In just two years, we reduced our cost of testing by over 75% by putting in place a business-oriented and optimized testing approach (business-driven testing) and by implementing an almost-human automaton that can very realistically reproduce our end-customers’ behavior on the web.” — Johann Gaggero, Omnichannel Test Manager, LVMH PCIS