Moncler Group | Annual Report 2024 Board of Directors’ Report 274 | ’
Listening to clients is a fundamental strategic activity to ensure
that the service of fered is in line with their desires and expectations.
A continuous dialogue with clients not only allows the Group
to respond promptly and accurately to their needs but also helps
to mitigate theoretical risks and reduce potential negative impacts,
fostering a relationship of trust and transparency. In this way, the
Group is able to quickly adapt to market dynamics, constantly
improving the experience of fered and strengthening its reputation.
The VIBE project, adopted at a global level by the Moncler
brand, 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 goal 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 f ive steps:
the day after the purchase clients receive, by email or SMS,
a summary of their purchase and a questionnaire of f ive questions.
Client feedback (VIBE) is immediately notif ied 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 f inding a solution that fully meets the client’s
expectations and initiatives aimed at improving the in-store
experience. At the end of 2024, the Moncler brand maintained a
high VIBE score of 94 (on a scale of 1 to 100), which measures
the clients’ willingness to recommend Moncler to others, in line
with 2023. The Company aims to maintain an excellent VIBE
score for 2025, consolidating its performance in the range
of excellence.
Moncler also has a worldwide direct client communication
channel, Client Service. It is not only a service unit aiming to
become the main point of contact for the clients, but also represents
a channel for constant dialogue with a view to continuous
improvement. The service handles support requests from clients
from the various channels both physical and digital in an
omnichannel perspective at global level In 2024 the Company
strengthened the process of digitalising Client Service by
enhancing its social media presence using instant messaging
implementing web chat and integrating clienteling activities
Client interactions have also been improved through specif ic
engagement activities aimed at supporting Client Advisors in
identifying and customizing touchpoints including launches of
new products or new collections Product Moments crosscutting
occasions such as international holidays Festivity Moments
and 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 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 the centralised and integrated management of the
Client Relationship Management (CRM) calendar, enabling Client
Advisors to manage appointments, plan and record activities
related to Client Moments, check product availability, make sales,
enhance the client database and handle after-sales requests.
In 2024, the features of the MonClient app were again improved.
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.
In 2024, the Stone Island brand continued to strengthen the
direct relationship with clients thanks to MyStoneCompass (MSC),
an app that allows Client Advisors to stay in touch with clients
and of fer a personalised experience, including in the after-sales
phase. Thanks to MSC, Client Advisors can analyse the client’s
purchase history and prof ile, providing a highly personalised
experience built around each individual’s specif ic needs and
preferences. This integrated system allows for a more comprehensive
understanding of client preferences and behaviours, optimising
the of fering and improving the overall experience.
VIBE After Sale has also been implemented globally since
2020 for the Moncler brand, in order to allow the systematic
collection of feedback from clients who have used the after-sales
service. In 2024, the Moncler brand achieved a VIBE After Sale
score of 90 (on a scale of 1 to 100), six percentage points higher
than in 2023.
In addition, the Moncler brand commissioned a quantitative
study based on the CAWI (Computer Aided Web Interviews)
methodology to understand clients’ perceptions of various areas
of interest. The research was carried out on a representative
sample of individuals aged between 16 and 54 all with a strong
passion for fashion and luxury it was conducted in seven cities
where the Moncler brand is present involving 800 participants
per city for a total of 22400 annual interviews The surveys
were carried out in four periods during the year enabling timely
and continuous data collection The data were collected
anonymously through certif ied panel providers and subsequently
analysed in aggregate form ensuring the highest level of
privacy protection
[S4–2] Processes for engaging with consumers
and end-users about impacts
,,,
,
.
,
,
,,,
&.
,
.:
(
),,
“”.
.,,
,,
(–).
,
.
,,
,.
.,
()
[–]
-