Key digital developments for Kering

Worldwide
Published:  28 November, 2018

The French luxury conglomerate has announced that it aims to strengthen its focus on enhancing the Group’s omni-channel capabilities and further developing the in-house digital activities of its brands.

Kering says its approach is based on reaching the objectives of providing the Group and its Houses with a real-time 360-degree view of their customers, and delivering rich and personalised experiences; offering clients high levels of service, from initial transaction to after-sales; and enabling its Houses to develop close relationships with their clients and adapting their offerings in order to meet specific needs. 

The unveiled initiatives include working on a suite of apps in partnership with Apple to be used by Houses staff in-store, for example, for stock level management; a new approach to customer service with centralised teams in Europe and the U.S. focussed on addressing customers’ requests; and the launch of several pilot projects using data science techniques to deliver personalised messages and experiences to customers, based on their profile and purchasing history, as well as WeChat mini-programs in order to build as close a relationship as possible with their Chinese customers.

Further, Kering said that, after a seven-year collaboration with Yoox Net-A-Porter (YNAP), it will leverage its in-house technology and operations team to fully internalise the e-commerce activities currently handled through the joint venture. These e-commerce activities are expected to transition to Kering in the first half of 2020. “We will continue to develop partnerships with third-party e-commerce platforms when relevant”, said Kering. Among other digital strategies, Kering’s Group Innovation team has been tasked with two missions; to instil 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. 

“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”, said Grégory Boutté, Kering’s Chief Client and Digital Officer, appointed to the role in December 2017. “Digital technology, data science and innovation provide a way of offering our customers the best possible experience – on every touchpoint”.

An Apple app is already available in two-thirds of Kering’s stores of its three biggest Couture & Leather Goods brands and is used by 6,500 sales associates around the world every day, according to the Group.