Diptyque transforms global performance through experimentation with Echologyx
Overview
Diptyque Paris is a world-renowned luxury fragrance and lifestyle brand known for its iconic scents, artisanal craftsmanship, and global retail presence. Seeking to scale experimentation and adopt a more data-driven approach, Diptyque partnered with Echologyx to implement a culture of experimentation across its digital ecosystem — with a focus on driving measurable performance and confidence in decision-making.
Objectives
Diptyque engaged Echologyx with several key goals in mind:
- Establish a reliable experimentation framework that could scale globally
- Improve speed and quality of test creation and deployment
- Ensure experiments were brand-appropriate and technically accurate
- Enable teams to learn faster from customer behaviour data
- Reduce risk and ambiguity in digital decision-making
Challenges
Before working with Echologyx, Diptyque faced a range of obstacles common to growing global brands:
- An absence of a structured experimentation programme meant ideas were often untested or guided by intuition alone
- Limited internal capacity delayed test development and validation
- Managing multiple regional sites added complexity for execution and rollout
- Ensuring consistency and brand integrity across test variations was critical but difficult at scale
Approach & Process
End-to-End Experimentation Support:
Echologyx partnered with Diptyque to deliver full-lifecycle experimentation support. This included research, hypothesis generation, test prioritisation, development, and QA. Every experiment was carefully crafted to align with Diptyque’s luxury positioning while remaining technically rigorous.
Platform-Agnostic Expertise:
Working across Diptyque’s global Shopify setup, Echologyx’s solutions engineers built test variations that upheld aesthetic and functional quality — ensuring consistency across regions and devices.
Integrated QA and Validation:
QA was deeply embedded in the process. Echologyx validated every variation across combinations of devices, languages, and user journeys to maintain performance integrity and brand consistency.
Velocity and Repeatability:
By streamlining development and QA pipelines, Echologyx enabled Diptyque’s teams to iterate faster, launch more frequently and gather statistically meaningful insights without compromising quality or reliability.
Results Achieved
Diptyque successfully implemented a scalable experimentation programme with Echologyx that delivered consistent performance insights and accelerated learning. The programme enabled:
- A higher cadence of reliable, brand-perfect experiments
- Faster decision-making grounded in data, not intuition
- A repeatable, global testing framework that supports long-term optimisation
This foundation transformed how Diptyque approaches digital decisions, empowering teams with confidence and clarity.
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Dyptique’s worldwide ecommerce performance manager commented