Moncler Goes Full Digital, Hopes Strategy Doubles Sales in Three Years

Moncler Goes Full Digital, Hopes Strategy Doubles Sales in Three Years

July 30, 2020

Moncler Chairman and CEO Remo Ruffini says with the acceleration of its digital GTM strategy, Moncler aims to double the share of its online business over the next three years.

Moncler says its accelerating its digital transformation as it announces greater, direct management of its e-commerce business to create deeper personalization for consumers across all brand touchpoints.

According to Moncler CEO Remo Ruffini, after the launch of Moncler Genius, the fashion house is at a turning point in the way it interacts with its consumers.

“We have decided to directly manage our e-commerce, and soon we will offer a new platform concept where the experience will be at the center of an ever more tailored customer journey,” says Ruffini.

Ruffini says every project ranging from the definition of collections to product development and events’ concept
definition should be ‘digital first’ and must therefore be inspired and designed to perfectly fit digital platforms
as the first touchpoint with the customer, to then be spread across all other channels.

“This new approach requires a rapid organizational, cultural and technological evolution and opens us up to a future full of creativity, experimentation and contamination of content as well as interactions with our consumers on all social channels. With the acceleration of our digital strategy Moncler aims to double the share of its online business over the next three years, ” says Ruffini.

To support Moncler’s strategic vision and amplify digital opportunities, the company has created a new “Digital, Engagement and Transformation” function. It will implement Moncler’s brand strategy across all digital channels, from user experience, commerce and internal company culture, with the aim to ‘diffuse’ a digital culture company-wide.

According to Ruffini, these objectives require deep knowledge of local nuance, culture and developments as well as a strong responsiveness in execution. In particular in China, Moncler says its strengthening its local digital team with specialist roles dedicated to the definition of a targeted strategy and to digital innovation and experimentation.

Following a “fruitful collaboration” with YOOX NET-A-PORTER GROUP during which Moncler’s e-commerce business grew well beyond expectations, Moncler says this precipitated the internalization of its e-commerce channel. Starting with the United States and Canada in October 2020, Ruffini says implementation will be progressively rolled out by 2021.

In addition, Moncler claims it will launch a fully integrated omnichannel e-commerce platform in 2021.

Moncler says its omnichannel model is defined around a multichannel experience and purchasing process where online and offline coexist. The journey is built around a customer who follows non-linear purchasing paths and who interacts with the brand in the physical store, as well as online and across social channels to provide a seamless customer journey.

With the acceleration of the use of technology by consumers, Moncler says its clientele is becoming increasingly
relationship-driven and is supported by social platforms and digital tools such as video messaging, digital
appointments, distance sales and ‘phygital’ events.

Following the success its Weibo livestream for the 7 Moncler Fragment Hiroshi Fujiwara collection which Moncler claims it generated 32 million views in one day, Moncler says it will continue to implement and experiment in real time, live sales and livestreaming programs.

From a logistics perspective, Moncer says the use of AI is being applied to quality control and warehouse management, demand planning and store replenishment. It will further be deployed to new areas such as product recommendations on the e-commerce channel, client service interactions, merchandising and pricing.

(Ed. Moncler was founded at Monestier-de-Clermont, Grenoble, France, in 1952 and is headquartered in Italy. In 2003 Remo Ruffini was appointed Chairman and CEO. Featured image taken from Moncler Genius, Atmosphere, 2020, provided courtesy of Moncler.)


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