145 BE FAIR144 BE FAIR MONCLER GROUP 2022
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 clientel- ing 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 strength- en the relationship. In case of dissatisfaction, the Store Manager will be tasked with finding a solution that fully meets the client s expec- tations 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 will- ingness to recommend Moncler to others, up on 2021. The Com- pany s objective is to maintain a high VIBE score for 2023 (over 90).
Moncler also has a worldwide direct client communica- tion 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 re- quests from clients from the various channels, physical and digital, in an omnichannel perspective at global level. In 2022 the Compa- ny 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 Ad- visors in identifying and personalising client engagement moments. Multiple contact moments have been identified, from those relat- ed 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 col- lection launches, with a particular focus on local clients.
Furthermore, in an environment characterised by increasing- ly 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 im- portance. The application is based on a centralised and integrat- ed management of the CRM calendar, enabling Client Advisors to manage appointments, plan and record activities related to the Cli- ent 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 proac- tive business management and client relations.
As use of technology by clients accelerates, Moncler s clien- teling is becoming increasingly relational and supported by social platforms as well as by digital tools such as video messaging, digi- tal appointments, distance sales and phygital events, creating new synergies between physical stores and digital channels, accompa- nying clients in discovering the Brand.
2022 represented a pivotal year for Stone Island brand in building a direct relationship with clients through the MyStoneCom- pass (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.
AFTER-SALES ASSISTANCE AS AN INTEGRAL PART OF THE CLIENT EXPERIENCE The after-sales phase is another important moment in the relation- ship 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 Mon-
cler has strengthened the organisation of its after-sales manage- ment 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 sus- tainability, the pilot project for the Extra Life repair service was ex- tended 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. See also pages 75; 163.
In 2022, 90% of all types of repair requests were fulfilled. In 2022, the desire to create a direct connection between cli-
ents and repair platforms led Moncler to develop its Distant Re- pairs service in China and continue to refine the already existing one in Europe and Japan. With this service the Client Service ar- range 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.
Moncler and Stone Island are constantly engaged in the fight against counterfeiting to guarantee intellectual property rights and product authenticity, to protect end clients and intangible assets.
The approach to the fight against counterfeiting has confirmed over the years as a fundamental and daily commitment to guarantee the protection of clients. This is the guiding principle of the global strat- egy implemented by the Moncler Group s Brand Protection and In- tellectual Property Department.
The action against the production, distribution and marketing of counterfeit products is based on solid portfolios of trademarks, models, patents and Moncler and Stone Island domain names. The execution, maintenance and protection of their portfolios guaran- tees the Group s Brands intellectual property rights in geographic areas of current and potential commercial interest.
Administrative activities related to brand and patent port- folio management also continued with a view to new product launches, projects, production processes and sustainability. With regard to Stone Island brand, the activities carried out during the year focused on extending the protection of the badge , that is the Brand s emblem.
The Group fights counterfeiting by acting on various levels and channels, both offline and online, and by providing clients with tools for checking the authenticity of the garments purchased. Over the years, Moncler has devoted considerable resources and energy to developing and improving anti-counterfeiting systems, as well as to collaboration, training, awareness-raising and verification activities. The authentication-tracking system, adopted since the SS 2016 col- lection, was strengthened during the year. This system provides a unique alphanumeric code, a QR code and an NFC (Near Field Com- munication) tag that allows the end client to immediately receive feedback on the authenticity of the garment purchased by scanning the NFC using a smartphone or tablet, which can be verified on the code.moncler.com website, directly managed by Moncler.
In addition, to further assist its clients, Moncler has created a service dedicated exclusively to anti-counterfeiting issues, draw- ing up, where necessary, expert reports for clients who are victims of counterfeiting and who wish to recover the sums paid in the un- witting purchase of a counterfeit garment from electronic payment services companies.
Stone Island has been using the technology and experience provided by Certilogo® since 2014, thus allowing its clients to veri- fy the authenticity of its products.
Constant monitoring of the online channel and implemen- tations of the anti-counterfeiting system enabled Moncler to in- tercept more than 80,600 online auctions of counterfeit products, shut down nearly 300 sites where counterfeit garments were of- fered for sale, delist approximately 23,200 pages linking to inau- thentic products from search engines and remove approximately 87,000 sponsored posts, accounts and ads from the main social
FIGHT AGAINST COUNTERFEITING