THE NEW MONCLER INVESTOR RELATIONS APP IS NOW AVAILABLE
Through an increasingly multichannel vision, the Group ensures clients a personalised, seamless and consistent brand experience across all channels.
The Moncler Group attributes a central role to the client. Every contact moment is an opportunity to welcome and get to know clients, but also share, engage, surprise and get feedback. Every project and initiative aim to improve the client shopping experience by involving them more and more into the Moncler and Stone Island world.
Over the last few years Moncler has developed the important Retail Excellence project, which has been pivotal for the development of a strong Direct-to-Customer (DTC) culture, and that involved different areas, from the redesign of the client experience to the organisation of stores and of sales personnel, to the redefinition of working processes and methods. The aim is to get to know and engage clients, increasing their loyalty and developing an increasingly omnichannel approach. The project, renamed Omnichannel Excellence, was launched in 2021 for Stone Island with a first test and expanded globally in 2022.
Digitalisation of stores has played an important role in the project since its inception, helping to turn stores into places for even more unique and personalised experiences through a comprehensive technological management of stores and enabled by systems such as the Match to Traffic, which allows activities to be scheduled on the sales floor thus improving the service to clients. A digital payment service is also active at a global level, allowing purchases to be finalised
directly on the sales floor and without having to go to the checkout, thus making the in-store experience even more enjoyable and faster. In 2022 Mobile Tax Free service was launched in France, with the aim of extending it to other countries in Europe in 2023.
The Moncler Group’s omnichannel model is designed around an experience and a purchasing process in which online and offline coexist. A process designed for clients who follows non-linear paths, that interacts with the brand in physical stores as well as in the online store and through the various digital channels, living a consistent, personalised and perfectly integrated experience while being increasingly involved in a real community.
One of the most representative examples of this transformation was the Omnichannel New Experience (ONE) project, which led to the internalisation of the Moncler e-commerce channel, with a gradual implementation by geographical area. Following the launch of Moncler’s directly operated online channel in Korea in 2019, in 2020 the e-commerce site was internalised in the United States and Canada, ending in 2021 with Europe, Japan and China and the launch of the new full omnichannel e-commerce platform. The new platform is based on a concept inspired by the world of entertainment, ensuring smooth navigation and a distinctive experience with dedicated content and services, and that will include also products customisation in the future.
The e-commerce site offers various omnichannel services: Click and Reserve, Click from Store, Return in Store, Exchange in Store, Pick Up in Store and Book an Appointment. Through these services, clients can manage their purchases in a flexible way, benefiting from the full potential of the various contact channels. It becomes possible to reserve an item online and then try it on and eventually buy it in store (Click and Reserve), to order an item in store with the support of the Client Advisor and receive it conveniently at home (Click from Store), to return or exchange the item directly in store, even if the purchase was made online (Return & Exchange in Store) and even buy online and then collect the item directly in store (Pick Up in Store); or, to book an appointment with a Client Advisor in store (Book an Appointment). These omnichannel services, also launched by Stone Island in Italy, France, Germany, the Netherlands, Korea and the United States in 2021, will be implemented globally by 2024.
In recent years, the Distance Sale service was digitalised in Moncler to allow clients to purchase garments safely from home, by telephone or videocall, with the support of sales personnel. Moncler also introduced the Smart Entrance service to manage and optimise the presence of clients at retail stores. In 2022 Moncler launched a new tool to support its sales staff: Moncler Live Boutique, aimed at improving management of virtual appointments and distance sales through the use of external channels (including Whatsapp, Facetime, Line, etc.).
Behind the continuous improvement described and the development of these projects is the intensive training the Group is committed to delivering to employees in the retail channel. Over 27,000 hours of training were provided to retail channel employees during 2022.
Ensuring consistency and synergy between all touch points in terms of actions, communication and approach to clients is increasingly important to ensure a unique relationship with the Moncler brand. With this view, the philosophy and principles of Retail Excellence, aimed at improving the client purchasing experience and involvement in the Moncler universe, have also been extended to all partners of the wholesale channel, starting with the monobrand stores and airports.
Transferring the retail channel’s best practices to the wholesale channel required specific initiatives involving different areas of action: from in-store training to defining personalised moments with the client, to extending after-sales services, to consolidating client service activities, to integrating all the information useful to identify stores, to communication.
Starting in 2020, Moncler revised its wholesale channel distribution policy, adopting a selective distribution system aimed at guaranteeing compliance with strict qualitative and quantitative criteria and at maintaining a positioning consistent with the Brand. Compliance with these criteria is necessary both to join and to remain within Moncler’s distribution network, and aims to ensure
the alignment of all distributors with the Brand’s image, prestige and reputation in addition to a high level of service to the client.
Other requirements include specific rules on the presence of other brands sold by the distributor, the type of premises, how products are showcased, the space allocated to Moncler products, personnel skills and type of packaging.
Stone Island historically attributes a strategic role to the wholesale channel, through which consolidating long-lasting partnerships built on trust. Wholesale partners are regarded as brand value ambassadors, client advisors and hold the role of enhancing Stone Island’s image.
There are several training moments, during which information on company philosophy, product and collections characteristics are shared.
Over the years, the Company has assigned greater prestige to its products due both to a selective approach in the choice of wholesale clients and to the numerous activities aimed at strengthening the brand experience, in offline and online channels, for example through visual merchandising courses, the organisation of dedicated events and marketing activation initiatives. In line with this approach, each season, product newsletters,
editorials, and digital materials on the brand’s products, history and philosophy, are shared with some clients, and effective experiential brand communication initiatives are implemented at retail stores to ensure partners alignment with Stone Island’s image and positioning.
Stone Island’s return and repair policy ensures that clients can return garments both to monobrand stores and to the wholesale channel, in addition to the opportunity of benefiting from a dedicated repair service. Where repairs require complex procedures, the garment is picked up and repaired at the Ravarino (Modena) workshop, while for simple repairs, Stone Island provides a kit to the wholesale partner so that the process can be carried out at the store. Every stage of the relationships with partners ensures a constant contact with client care, attentive to any issue.
Moncler and Stone Island also periodically subject their business partners to audits carried out by both the personnel of the two brands and independent third-parties to verify the management of the Brands and compliance with service and quality principles in accordance with the ISO 9000 standard.
Listening to clients is a fundamental strategic activity to offer a service that is increasingly aligned and consistent with clients’ desires and expectations. Indeed, improved client experience and community engagement can have a clear positive impact on client satisfaction and loyalty, who is giving increasing relevance to the shopping experience and to building a strong relationship with the brand, in addition to aspects related more directly to product quality.
The VIBE project, adopted at a global level by the Moncler brand and set to be implemented by the Stone Island brand during 2023, involves the systematic collection of feedback from local clients after each purchase through a quick questionnaire that analyses, on a scale of satisfaction from 1 to 5, various aspects of the experience, including hospitality, personalisation and service.
The objective of the project is to identify and redress any cases of dissatisfaction, but above all, to support and focus the Client Advisor on getting to know clients even more so as to establish a long-term relationship.
The survey is structured into five steps: the day after the purchase clients receive, by email or SMS, a summary of their purchase which they can save and a questionnaire of five questions.
Client feedback (VIBE) is immediately reported in the clienteling app available to the Client Advisor, who will then be able to see the comment left by the client and thank them in order to strengthen the relationship. In case of dissatisfaction, the Store Manager will be tasked with finding a solution that fully meets the client’s expectations and initiatives aimed at improving the in-store experience.
At the end of 2022 the Moncler brand maintained a high VIBE score of 93 (on a scale of 1 to 100), which measures the clients’ willingness to recommend Moncler to others, up on 2021. The Company’s objective is to maintain a high VIBE score for 2023 (over 90).
Moncler also has a worldwide direct client communication channel, Client Service, which is, not only, a reference point of contact for clients, but a channel for constant dialogue with a view to continuous improvement. The service handles support requests from clients from the various channels, physical and digital, in an omnichannel perspective at global level. In 2022 the Company completed the digitalisation of Client Service by strengthening its social media presence, using instant messaging, implementing web chat and integrating clienteling activities.
The Client Moment project is aimed at supporting Client Advisors in identifying and personalising client engagement moments. Multiple “contact moments” have been identified, from those related to the product such as the launch of a new collection (Product Moments), to cross-cutting occasions such as international holidays (Festivity Moments), to personal ones such as birthdays (Personal Client Moments). Each of them represents an important opportunity for Moncler to create value for its clients, build relationships of trust and deliver a highly distinctive and engaging experience.
Thanks to the digital Client Relationship Management (CRM) application, the Client Advisor identifies and selects various client moments for each client that translate into personalised appointments at Moncler stores, during which the client is followed exclusively by their trusted Client Advisor. This CRM platform
also makes it possible to manage client lists in the most efficient way possible during the various collection launches, with a particular focus on local clients.
Furthermore, in an environment characterised by increasingly intense interaction between Client Advisors and clients, growing integration between the physical and digital channels, Moncler’s clienteling app, MonClient, has taken on a role of fundamental importance.
The application is based on a centralised and integrated management of the CRM calendar, enabling Client Advisors to manage appointments, plan and record activities related to the Client Moment, check product availability, make sales, enhance client database and handle after-sales requests. In 2023 the MonClient app will further evolve to include new features in support of proactive business management and client relations.
As use of technology by clients accelerates, Moncler’s clienteling is becoming increasingly relational and supported by social platforms as well as by digital tools such as video messaging, digital appointments, distance sales and phygital events, creating new synergies between physical stores and digital channels, accompanying clients in discovering the Brand.
2022 represented a pivotal year for Stone Island brand in building a direct relationship with clients through the MyStoneCompass (MSC) Project. Through this app, Client Advisors can keep in touch with clients and offer a personalised experience, even in the after-sales phase. After a first pilot launched in late 2021 in Europe, the project has been extended to all DOSs in Korea, EMEA and the Americas. In 2023 MyStoneCompass will also be used in stores in Japan and APAC.
The after-sales phase is another important moment in the relationship with clients for ensuring a positive client experience with the Moncler brand even after the purchase phase. Highly personalised and tailored services are offered to satisfy all clients requests, by putting style and collection experts at the individual’s disposal.
After defining a global policy in 2017, identifying local tailors of quality and providing stores with a replacement accessories kit to ensure fast and excellent service, over the last three years Moncler has strengthened the organisation of its after-sales management in the countries in which it operates,
including through the creation of central platforms for handling repairs. This process has resulted in increasingly widespread and rapid after-sales service.
To extend garment’s durability, including with a view to sustainability, the pilot project for the Extra Life repair service was extended to all Regions in 2022. Thanks to this service, the Company has also begun to repair issues that it had not previously handled because they would have changed the style of the garment, such as holes in fabric, very often affecting garments purchased many years before.
In 2022, 90% of all types of repair requests were fulfilled.
In 2022, the desire to create a direct connection between clients and repair platforms led Moncler to develop its Distant Repairs service in China and continue to refine the already existing one in Europe and Japan. With this service the Client Service arrange a pick-up of the garment directly from the client if the client cannot visit the store.
VIBE After Sale has also been implemented globally since 2020, in order to allow the systematic collection of feedback from clients who have used the after-sales service.
With the aim of making the client experience even more personalised and unique, in 2021 Moncler launched the Moncler by Me service at its flagship store on the Champs-Elysées in Paris. In 2022 it extended the service to its Milan Montenapoleone and New York Soho flagship stores and all retail outlets offering the Click From Store service, in addition to simultaneously being launched
on the e-commerce channel in Europe, America, Canada, Korea and Japan. Within this project, clients are welcomed in the store’s Personalisation room, where, with the help of a digital configurator, they can choose between two models of winter outerwear, customise five areas of the garment (the inner lining, sleeves, hood and
front and back of the outerwear), in addition to add the initials of their names and surnames and/or the Moncler coq. Once the personalisation experience is over, the client receives a video of the jacket as a digital souvenir before the garment is delivered to the client’s home or picked up at the store.