CONSOLIDATED NON FINANCIAL STATEMENT 2020BE FAIR
has created a space that integrates the physical and on- line 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 om- nichannel 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 entertain- ment world, the platform will ensure a fluid navigation and a unique experience, with dedicated content and services in- cluding 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.
WHOLESALE EXCELLENCE
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 rela- tionship 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 in- volving 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.
UNDERSTANDING AND FULFILLING CLIENT EXPECTATIONS
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 com- plete a questionnaire on topics such as navigation, the payment and delivery process, and whether the product meets all expec- tations. The client s feedback is shared with the Client Service team of the relevant market which, in case of negative feed- back, 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 com- munication 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 im- provement. Client Service handles support requests from clients from the various channels, both physical and dig- ital, 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 involve- ment 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-cut- ting ones such as international holidays (Festivity Mo- ment), to personal ones such as birthdays (Personal Client Moment). Each one is an important opportunity for Mon- cler 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 differ- ent 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 Ad- visor. The constant monitoring of the quality of these ap- pointments contributes to strengthening clienteling ac- tivities and promotes a real culture of client attention and involvement. To support the process further, in 2020 the
7. China country includes the Chinese mainland, Hong Kong SAR, Macao SAR, and Taiwan.
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