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In 2016, Moncler began to implement the interventions mapped out within the scope of its three-year Retail Excellence project, aiming to, among other things, redesign the client experience, reorganise both stores and sales staff, and redefine store procedures and operations. The essence of each intervention is to design through the eyes of the client, which is key to achieving the sole objective of the project: to enhance the shopping experience for clients, involving them more and more in Moncler’s world.
In just the first nine months of the project, 9 of the 15 planned interventions were implemented and completed. The remaining ones are either being completed or started as per the project development plan. Internal store procedures were redefined and shared globally, and stock management and communication flows between corporate offices and
stores were optimised from a client perspective, so as to ensure service continuity at international level while giving sales personnel more time to interact with their clients. Special attention was also given to after-sales services, with the development of a shared global policy and specific quality improvement plans, to be launched in 2017.
In an increasingly competitive market, lasting relationships with clients depend not only on product quality and design, but also on the ability to earn their trust and offer them a truly unique experience, one that is compelling and consistent irrespective of geographic area and/or channels of sale. Client interaction models were thus redesigned and en- riched with more Brand details and stories, to create a deeper appreciation of the Company’s quest for excellence and sophistication.
Significant effort also went into realigning the internal organisation of stores, profiles, career paths, and incentive sales programs, to further define and develop the core competencies of retail personnel and strengthen their sense of belonging.
In 2016, within the scope of the Retail Excellence project, the Company launched Moncler Instant Sharing, a major training program involving about 1,200 vendors worldwide and delivering approximately 12,000 training hours in 16 languages. The training program focuses on a new approach to sales, one that is more empathetic and personalised. An approach encouraging the type of attitude that enables a true, honest exchange between salesperson and client, based on shared emotions, experiences, and knowledge, so as to build the kind of trust and complicity that leads to clientele loyalty, and thus to the creation of a Moncler client community.
A competent boutique consultant, one who knows how to convey the uniqueness of the product and the values of the Brand, not only enriches the personal and emotional quality of the shopping experience,
but also becomes a trusted advisor contributing substantially to client loyalty and retention, especially with regard to local clientele.
Nurturing the growth of retail employees’ skills and expertise is a strategic lever and a means to differentiate the Brand. The continuous training provided to boutique personnel focuses on the understanding of the Brand, its history, products, style, materials, and production processes, and on the interpersonal skills and style required to best engage with clients. More importantly, it emphasises the importance of listening and relating to clients, essential to providing a service that truly meets expectations.
Listening to clients is a strategic choice when it comes to aligning the services offered with client expectations and with what really matters to them.
Aiming at offering the most unique client experience, the Company assists sales personnel in creating personalised client relationships through its MonClient program, providing for a specific approach and tools to enhance direct interactions with loyal clients. In 2016, over 350 salespeople in 52 stores received business cards and a Company mobile phone so as to provide timely and personalised client service, both during and after the shopping experience. The initiative is expected to be extended to cover almost all salespeople by the first half of 2017.
In order to better understand its clientele and provide tailored services, Moncler has created a worldwide database containing client information and details of their shopping habits (addresses, telephone numbers, frequency of purchases, type and value of items purchased, etc.).
The database is managed to guarantee the protection of client identity and privacy.
The analysis of this wealth of data contributes to customer service management and to the definition of client-specific initiatives, such as the mailing of catalogues and newsletters, previews of new collections, invitations to in-store events, and the organisation of personalised experiences (mainly offered to high-end clients).
As of 2017, Moncler will implement a project providing for the systematic collection of client feedback after each purchase through a brief questionnaire exploring different aspects of the shopping experience, including hospitality, personalisation, and service. The information thus collected will be analysed to develop new initiatives to further improve both client experience and relations.
In 2016, to further enhance service and meet client expectations, the Group launched a multiyear client care service.
The information thus collected will be analysed to develop new initiatives to further improve both client experience and relations.
In 2016, to further enhance service and meet client expectations, the Group launched a multiyear client care service.
Through an internal department specialised in Intellectual Property and Brand Protection, Moncler has outlined a global strategy (which is regularly updated) devised to manage its portfolio of trademarks, designs, patents, and domain names, which is crucial to the protection and enforcement of its intangible assets both on the web and in markets in over 100 countries worldwide.
The fight against counterfeiting across markets is pursued on multiple levels. Initiatives range from filing reports with customs to stop counterfeit merchandise at borders, to requesting targeted investigations and the seizure of goods, to collaborating with and training local law enforcement agencies (including but not limited to the Finance Police in Italy, the Administration of Industry and Commerce (AIC) in China, the trademark Special Judicial Police (SJP) in South Korea, and the Customs and Border Police (CBP) in the United States). In 2016, this translated into 28 training courses held directly by the Intellectual Property and Brand Protection department or by its customs representatives, confirming the value of dialogue and of working directly with the authorities.
In 2016, Moncler’s rigorous anti-counterfeiting programme led to the seizure of over 38,000 counterfeit finished products and more than 440,000 counterfeit accessories worldwide. Furthermore, five criminal judgements were obtained in Italy against counterfeiters of Moncler’s brands, affirming at the same time the notoriety of the brands themselves.
During the year, Moncler also obtained four court orders (two in civil proceedings and two in criminal proceedings), with one handed down by the Supreme Court of Italy, finalising the judgement on the Campana Vuota brand logo (featuring an the outline of a bell). These provisions laid down the reputation of the logo, confirming – for all intents and purposes – its distinctiveness and market notoriety, and complemented other orders issued in criminal proceedings in relation to the slavish counterfeiting of the Campana Piena brand logo (featuring a solid bell).
Moncler’s commitment to protecting its intellectual property rights – to safeguard the Brand first of all, as well as the clientele – is also conveyed digitally. The Company actively counteracts the online sale of counterfeit products by continuously and extensively monitoring all of the main global e-commerce platforms (business-to-business, business-to-client, and client-to-client), social networks, search engines, and websites that sell counterfeit products or infringe Moncler’s intellectual property rights in any way. In 2016, the Company’s efforts led to the shutdown of about 53,000 online auctions, 1,100 websites, and over 11,300 ads/pages on social networks featuring or promoting the sale of counterfeit Moncler products.
Furthermore, a crucial aspect of this online monitoring and enforcement activity lies in the creation of clusters of websites that appear to have different content but are, in fact, ascribable to the same site owners, which helps make countermeasures as targeted and effective as possible.
As a further step in fighting online counterfeiting, in June 2016, Moncler and other luxury brands signed a Memorandum of Understanding promoted by the European Commission, aimed at establishing a solid collaboration between the brands and European e-commerce platforms to monitor and fight the sale of counterfeit products.
Moreover, in 2016, the Group audited 14 suppliers among those that use logoed material in their production processes, to verify compliance with the guidelines devised by Moncler to safeguard the Brand and ensure proper brand management.
Moncler also protects its brand by participating and collaborating as an active member of the main national and international associations against counterfeiting, including INDICAM in Italy, QBPC in China, UNIFAB Tokyo in Japan, and UNIFAB in France, as well as INTA and BASCAP at global level.
Moncler has adopted anti-counterfeiting systems on all its products since 2009, consistently upgrading to more sophisticated solutions to safeguard the client as much as possible. As part of its efforts towards continuous improvement and progress, also in terms of advanced technologies, all Moncler products from the Spring-Summer 2016 collection onwards come with a revolutionary and complex anti-counterfeiting system featuring the latest and most sophisticated RFID (Radio Frequency Identification) technologies available on the market. This new authentication-tracking system provides for the generation of a unique alphanumeric code, a QR code, and an NFC (Near Field Communication) tag.
All Moncler products can be authenticated via the code.moncler.com website, managed directly by the Company, where clients can register and verify their purchase. Moncler also created a special service dedicated exclusively to counterfeiting issues to further assist its clients.
Where necessary, Moncler prepares expert reports for any deceived clients attempting to recover the amount paid for a counterfeit product from their electronic payment service providers.
With regard to new technologies, the Intellectual Property and Brand Protection department is currently investing resources in the development of an app conceived to further enhance the speed, completeness, and efficiency of anti-counterfeiting communications (both internally and with law enforcement agencies), proving once again how the constant search for innovation is one of Moncler’s major strengths.
The commitment to spreading a culture of brand and intellectual property protection within the Company also translates into ad hoc information material and dedicated training sessions, which in 2016 were delivered to employees at the subsidiaries in America and Asia.
In 2016, the Intellectual Property and Brand Protection department was awarded as the best team of the year in the Fashion, Cosmetics & Luxury Goods category by the international magazine World Trademark Review – a further recognition of Moncler’s commitment to the fight against counterfeiting.