THE NEW MONCLER INVESTOR RELATIONS APP IS NOW AVAILABLE
Through the direct management of the e-commerce and an increasingly omnichannel digital vision, Moncler ensures that clients have a personalised, integrated, seamless and consistent shopping experience across all the channels.
At Moncler, clients take centre stage.
Every interaction is an opportunity to receive and learn, but also to share, engage and surprise. Every effort must ensure consistency towards the achievement of a single objective: to enhance the shopping experience for clients and involve them more and more in Moncler’s world. Over the years, Moncler has developed and completed the Retail Excellence project covering 15 areas of operation, which include redesigning the client experience, organizing stores and sales staff, and redefining store procedures and operations. Version 2.0 of the project has contributed to further improve the client’s in-store experience, through digitalization while remaining faithful to the fundamental principles of the retail channel. Several initiatives have been launched to foster a comprehensive technological management of stores: from the Match to Traffic system, which allows scheduling activities on the sales floor and thus improving client service, to RFID warehouse management, that allows speeding up the various transactions. The use of these technologies leads to an optimization of operational tasks in stores, favouring efficiency and thus providing more time to be devoted to end clients. The digital payment service is also active at a global level, allowing purchases to be completed directly on the sales floor and making the in-store experience even faster and more enjoyable. This project has been an important starting point for the
omnichannel strategy. Moncler’s omnichannel system, in fact, is designed around a shopping experience and a purchasing process where online and offline coexist. This is a system built for a client who follows non-linear paths, who interacts with the Brand in the physical boutique but also in the online store and through the various digital channels. Such a client experiences a consistent, personalized, and perfectly seamless experience at all times, while being increasingly involved in a real community. For Moncler, omnichannel also means new approaches and experimental collaborations with other digital retail channels, so that a shopper’s experience with the Brand is distinctive and unique everywhere.
One of the most representative examples of this transformation is Omnichannel New Experience (ONE), a project which aims at internalizing Moncler’s e-commerce channel, which is being implemented gradually region by region. After being initiated in South Korea in 2019, in 2020 it was extended to the United States and Canada, and will conclude in 2021 with Europe, Japan, and China. ONE involves a variety of omnichannel services: Click and Reserve, Click From Store, Return In Store, Pick Up In Store, and Book an Appointment. These services allow clients to manage their purchases in a flexible way, tapping the full potential of the various contact channels. It becomes possible to book an item online and then try it on and eventually buy it in the store (Click and Reserve), to order an item in the store with the support of a Client Advisor and receive it comfortably at home (Click from Store), to make a return directly at the store even if the purchase was made online (Return in Store), to buy an item
online and then pick it up directly in the store (Pick Up in Store), or to schedule an in-store appointment with the Client Advisor (Book an Appointment).
Another example of the omnichannel strategy is the recent launch of Omnistore, a new store concept that reinterprets the traditional luxury retail channel and promotes a “Hyper-Human Imaginarium” vision. By doing so, Moncler has created a space that integrates the physical and online experience, where clients can explore its creativity including through the immersive rooms where collections will be presented.
In 2020, in response to the COVID-19 emergency, the distance sale service was introduced to allow clients to buy Moncler products safely from home, by phone or videocall, with live assistance from sales personnel.
By the end of 2021 Moncler will launch a new, full omnichannel e-commerce platform, which, in addition to being technologically evolved will present an innovative approach to the client. Based on a concept inspired by the entertainment world, the platform will ensure a fluid navigation and a unique experience, with dedicated content and services including products customization. Moncler’s goal is to define a journey characterized by great attention paid to the client experience, in terms of viewing modes, communication, and assistance.
Ensuring consistency and synergy between all touchpoints in terms of actions, communication and approach to clients is increasingly important in order to establish a unique relationship with the Brand. With this in mind, the philosophy and principles of Retail Excellence, aimed at improving the purchasing experience of clients and their involvement in the Moncler universe, have
been extended to all partners in the wholesale channel, starting with mono-brand and airport. Transferring best practices from the retail channel to the wholesale channel has required specific initiatives involving different areas of action: from in-store training to creating personalized moments with the client, to extending after-sales services, to consolidating client service
activities and communication. In 2020, to ensure high-quality customer service even in the after-sales phase of the wholesale channel, an after-sales service, available through a web app, has been launched for mono-brand stores in the Americas, Europe, China7, Korea, Singapore, and Australia.
Listening to clients is a strategic choice when it comes to aligning the services offered to clients’ expectations and with what really matters to them. The VIBE project, implemented worldwide, provides for the systematic collection of client feedback after each purchase through a brief questionnaire that rates, on a scale of 1 to 5, the different aspects of the shopping experience, including hospitality, personalization, and service. The goal is to identify and redress any instance of client dissatisfaction, but above all to help Client Advisors get to know their clients, so they can provide a service that meets their expectations.
The survey is structured in five phases: the day after their purchase, clients receive by email or SMS a summary of their purchase, which they can save, and a questionnaire consisting of five short questions. The feedback (VIBE) is immediately notified to the clienteling app available to the Client Advisor, who can then view the client’s comments and thank them in order to strengthen the relationship. If the client is not satisfied, it will be up to the Store Manager to find a solution that fully meets the client’s expectations and determine the area in which to take action to improve the shopping experience. At the end of 2020 Moncler recorded a high VIBE score, which measures clients’ willingness to recommend Moncler to others. It stood at 92 (on a scale of 1 to 100), one point higher compared to 2019. The Company’s target is to reach a score of 94 for the coming year and to extend the service to tourist clients and to those who buy online. In line with the new digital strategy and the direct management of e-commerce, the VIBE Score project has
been extended to online purchases and adapted to its specificities. In particular, after having received the order, the client is contacted by email and asked to complete a questionnaire on topics such as navigation, the payment and delivery process, and whether the product meets all expectations. The client’s feedback is shared with the Client Service team of the relevant market which, in case of negative feedback, gets in contact with the clients to figure out the reasons why and to improve their shopping experience through a better understanding of their needs.
Moncler also has a worldwide direct customer communication channel called Client Service, which serves as both a reference point for clients and a means to ensure a constant two-way dialogue with a view to continuous improvement. Client Service handles support requests from clients from the various channels, both physical and digital, in an omnichannel perspective at a worldwide level. Moncler’s objective is to complete the digitization of Client Service by strengthening its social media presence, setting up a web chat, and integrating clienteling activities. The Client Moment project aims at supporting Client Advisors in identifying and personalizing client involvement “moments”. Multiple “contact moments” have been identified, from those related to the product, such as the launch of a new collection (Product Moment), to cross-cutting ones such as international holidays (Festivity Moment), to personal ones such as birthdays (Personal Client Moment). Each one is an important opportunity for Moncler to create value for its clients, establish a relationship of trust, and offer a highly distinctive and engaging
experience. Thanks to the digital Client Relationship Management (CRM) application, the Client Advisor identifies and selects different Client Moments for each client which translates into personalized appointments at Moncler stores during which the client has the full attention of their trusted Client Advisor. The constant monitoring of the quality of these appointments contributes to strengthening clienteling activities and promotes a real culture of client attention and involvement. To support the process further, in 2020 the version 2.0 of the MonClient app was released at all retail stores, making communication between sales staff and the client ever more efficient and direct. Through this tool, based on the centralized, integrated management of the CRM calendar, Client Advisors can manage appointments, plan and enter Client Moment-related activities, check product availability, enhance client databases, and handle after-sales requests.
With consumers accelerating their use of technology, Moncler’s clienteling is becoming increasingly relational and supported by social platforms as well as digital tools such as video messaging, digital appointments, distance sales, and phygital events that create new synergies between the physical store and digital channels. In 2020, in response to COVID-19 restrictions, Distance Sales allowed Client Advisors to manage remote shopping with their clients, using the app to check product availability, reserve products for their client, while allowing clients to pay from any location, and to have the products delivered to the preferred destination or prepared for in-store pick-up.
The after-sales phase is another important moment with regards to client relations as it ensures a positive experience with the Brand even after a purchase is made. Moncler offers a highly personalized service, tailored to each client’s request, by putting collection and style experts at the individual’s disposal. For Moncler this service also represents a virtuous process to further extend product lifecycle, an increasingly important theme of the Company’s overall sustainability strategy. After defining a global policy in 2017, identifying local tailors of quality and providing stores with a replacement
accessories kit to enable them to provide a fast and excellent service, over the past three years the Company strengthened the organization of its after-sales service in those countries where it operates including through the creation of central platforms for handling repairs. This process has made the after-sales service increasingly rapid and widespread. In 2020 the Group handled around 32,000 requests for after-sales service. In 2021, the willingness to build a direct connection between clients and repair platforms will lead Moncler to develop the Distant Repairs service in America and to refine the existing one in Europe and Japan.
With this method, the Client Service will arrange the pick-up of the item from the client’s home if the client is unable to visit the store.
In November 2020, VIBE After Sale has been implemented worldwide, to enable the systematic collection of feedback from clients using after-sales service. Starting in 2021, the site’s “Frequently asked questions” section on after-sales service will be enriched with additional information on product care, so as to answer clients’ questions.
7 China country includes the Chinese mainland, Hong Kong SAR, Macao SAR, and Taiwan.