Omnichannel in the Fashion Luxury Sector

Abstract

The aim of this thesis is to understand and deeply demonstrate how the digitalization has brought companies in the luxury industry to rethink about the customers’ journey in order to overcome the competitiveness of a world in continuous transformation, where what is changing is not only technology, but also business and people involved. Companies in the luxury sector have to reshape the way they relate with customers, by capturing, engaging and making clients loyal, anticipating their needs and keeping in touch with them along the overall customer journey. At the beginning of the paper will be presented the new environment in which we live, marked by the birth of a huge number of e-commerce and a new type of consumers' behaviours. In the next step will be described the entire customer journey and the different touchpoint that the company put in act to attract consumers attention and create the right desire that drive the action. In particular, there will be a focus on consumer relationships and retention. The next session will explain what there is at the base of this process: people, organization and technology. Particular attention will be reserved for CRM, which allow to use the huge amount of data that a company owns about its clients in order to anticipate and surprising them, offering exactly what they need and want. To do this, I will make use of the knowledge arising from the use of Salesforce, the leader of the cloud computing services in the actual market. The following part of the thesis will be more practical and the case study of an Italian company, leader in the jewellery luxury market, will be presented; this company has decided to overcome the obstacles imposed by the separation between shopping online or in the store, by focusing in an omnichannel strategy that overcomes this dualism and successful ensures its customers with unique and enjoyable experience. As it will be illustrated, this result will be achieved thanks to the implementation of an in-store Clienteling App, which helps sales vendors to anticipate what customers are looking for, strengthening their loyalty and boost revenues through its functionalities: Digital Customer Card, One-to-one communication, and After sales service.