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Kering's digital strategy improves customer relation

Nov '18
Courtesy: Gucci/Kering
Courtesy: Gucci/Kering
Kering, a global luxury group, has developed a new digital approach to customer service with centralised teams in Europe and the US focused on addressing customers’ requests. E-commerce is the fastest growing channel for all the Luxury Houses of Kering and represented 6 per cent of the group’s total retail sales for the first half of fiscal 2018.

All its brands are using best-in-class digital tools that provide their client service representatives with a 360 view of each client, enabling them to deliver a fully personalised experience. Kering has launched several pilot projects using data science techniques to deliver customised messages and experiences to customers, based on their profile and purchasing history. All Kering Houses have launched or are launching WeChat mini-programmes in order to build as close a relationship as possible with their Chinese customers and to offer social commerce.

In December 2017, Kering appointed Grégory Boutté as chief client and digital officer with the mission to carry out Kering’s digital transformation and to take the lead on e-commerce, CRM, data science and innovation for the group.

Kering is working on a suite of apps in partnership with Apple to be used by Houses staff in store, the first of which is a store experience app that enables sales associates in-store to access stock levels in real time to provide their customers with a fully personalised service. Via the app, sales associates know instantly if a specific size or color is available in-store or if it can be ordered from other stores; they can also give customized styling recommendations.

"Digital can be many different things at once - a distribution channel; a platform for offering seamless omni-channel services to clients; a driver of brand image and visibility; and a tool for engaging with customers in a personalised way. Digital technology, data science and innovation provide a way of offering our customers the best possible experience – on every touchpoint," said Boutté.

Kering will leverage its in-house technology and operations team to fully internalize the e-commerce activities currently handled through the joint venture with YNAP. Following a highly successful and fruitful seven-year partnership with YNAP, these e-commerce activities will transition to Kering in the first half of 2020.

A data science team has been created at Group level to improve the service provided to the clients of Kering’s Houses by making the best use of the available data. Kering’s innovation team has been tasked with two missions: to instill an internal culture of innovation (test-and-learn approach, quick sharing of discoveries, scouting business trends), and to work on disruptive technologies to further improve the client experience in the future in terms of business or environmental matters.

"These exciting new initiatives have been designed to meet - and exceed - the needs of our Houses’ customers and to ensure we continue to offer them an exceptional experience across all channels in a fast-changing global market. These opportunities have been made possible by the experience and know-how that Kering has gained over the years, notably through its successful joint venture with YNAPWe will continue to work with them post-transition and to enjoy a fruitful relationship," Boutté added. (RR)

Fibre2Fashion News Desk – India

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