.svg)
Chantelle is an international lingerie company with 3,500 employees that controls its entire supply chain, from raw materials to direct consumer sales. Historically rooted in France, where it was founded 149 years ago, the company has expanded over time to establish retail and wholesale distribution hubs on every continent.
Today, it operates six major e-commerce websites, five in Europe and one in the United States, and aims to remove geographical barriers from its distribution strategy through this channel. These platforms generate an average of 1.25 million unique visitors per month.
Clément Trestard, Analytics & CRO Team Lead at Chantelle, explains how Chantelle strengthened its compliance framework and modernized its tracking using solutions from Didomi and Addingwell.
Challenge: Combine tracking performance and compliance in a fragmented environment
Before implementing Didomi and Addingwell, Chantelle faced several major challenges regarding data protection, tracking, and attribution.
The company was already using a server-side approach, but it was fully custom-built and lacked dedicated internal skills, particularly DevOps, to ensure the flexibility and reliability required. This setup also created another problem: ad blockers were blocking Google Tag Manager, depriving the teams of a significant part of the traffic and reducing the quality of the collected data.
In terms of compliance, the main issue was documentation and organization. The management and processing of trackers were not aligned with the company’s ambitions, which were particularly high regarding transparency and user protection. Chantelle indeed wanted to implement a much higher level of information and strict compliance but lacked the right tools to structure and maintain this requirement.
We want to be particularly strict when it comes to data protection. It is essential for us to inform and protect our users as much as possible. Lingerie being an intimate field, we treat our customers’ data with the same level of care and respect.
Clément Trestard, Analytics & CRO Team Lead at Chantelle
In this context, Clément Trestard undertook the modernization of the tracking ecosystem, the rationalization of practices and the strengthening of overall compliance. To support this work, Chantelle chose to rely on Didomi and Addingwell.
Solution: Combining Didomi and Addingwell for a structured consent framework and high-performance server-side tracking
To meet its compliance and data quality needs, Chantelle implemented our Consent Management Platform (CMP).
From selecting the right template, to compliant texts already translated, up to activating the relevant vendors, the implementation took only a few days. The most demanding part of the project was the Tag Management System. Each partner required its own trigger, so Clément had to individually link each tag to its personalized trigger, a meticulous but essential task to ensure granular compliance.
From a user experience perspective, Chantelle chose to include a “Continue without accepting” button, after testing other designs in the past without success. The ability to configure the consent banner in a granular way in the Didomi Console allowed him and his team to follow industry best practices. For example, ensuring that the “Accept” button does not appear below the fold, as this can negatively impact consent rate (users do not always scroll to see available choices). The text remains the one validated by the IAB TCF and translated automatically, ensuring availability in many languages.
Regarding server-side tracking, implementation with Addingwell was smooth. For a team already using GA4 tag templates on the client side, it was simply a matter of configuring the transport_url parameter to redirect all events to the server-side environment, then sending them back to vendors via the GA4 protocol, while keeping similar tag templates to those used client-side. GTM proxification, a central element of the setup, is offered in a simple way by Addingwell.
Thanks to server-side storage, all our GA4 events are centralized in BigQuery, which we already use for our retail and CRM data. This allows us to easily connect our web analytics to the rest of our ecosystem and rebuild real omnichannel journeys. Everything is visualized in Looker Studio and used daily by our e-commerce, CRM and UX teams.
Clément Trestard, Analytics & CRO Team Lead at Chantelle
Finally, the support provided byboth Didomi and Addingwell met the team's expectations, especially during the implementation phase, with regular and high-quality technical follow-up:
Whether from Didomi or Addingwell, support has always been very responsive. Whenever an issue occurred, the teams quickly identified the cause and provided a solution. Customer Success follow-up remained simple and fluid, without unnecessary calls: they are there when needed, and that is exactly what we expect.
Clément Trestard, Analytics & CRO Team Lead at Chantelle
Results: Chantelle gains +5 points in acceptance rate and reduces latency by up to 10x
Since implementing Didomi’s CMP and Addingwell’s server-side tracking solution, Chantelle has observed significant improvements in data quality, compliance, and marketing performance. The company now benefits from a more robust, transparent, and compliant system aligned with its ambitions in terms of user protection.
Thanks to the internal work carried out by Clément Trestard, Chantelle successfully transformed its consent framework. Using Didomi and Addingwell as technological supports, he implemented more granular management of trackers and partner-based consent, enabling better control of the user journey.
The company observed significant results following the implementation of the CMP:
- 68% average consent rate
- +5 points acceptance rate on banner
- Strengthened compliance and better-documented practices
- More transparency thanks to partner-based consent
The server-side implementation with Addingwell also had a strong impact on tracking quality and data reliability. Proxy techniques made it possible to bypass ad blockers and greatly improve performance:
- +12% traffic recovered thanks to ad blocker bypassing
- 10x lower latency for us.chantelle.com
- A more robust tracking chain and time savings for teams
- Full correlation between ad clicks and website visits
- Enriched events (via hashed data), improving user recognition and ad targeting
Thanks to this work together, Chantelle now has a data ecosystem that is compliant, high-performing and scalable.
Didomi brings real improvement on key tracking metrics, with a simple and fast setup. Support is there when needed, and the product evolves regularly in the right direction, no unnecessary options or added paid modules. An efficient and reliable solution that I recommend.
Clément Trestard, Analytics & CRO Team Lead at Chantelle
If you want to learn more about how Didomi and Addingwell can support your organization in its compliance and performance challenges, get in touch:
{{talk-to-an-expert}}
