after-sales service was launched through a web app for mono- brand stores, with an initial activation phase in America and Eu- rope; it will be extended to other countries including China7, Korea, Singapore and Australia in the upcoming years.
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 en- hancing Stone Island s image.
There are several training moments, during which informa- tion on company philosophy, product and collections characteris- tics are shared.
Over the years, the Company has assigned greater pres- tige 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 chan- nels, for example through visual merchandising courses, the organisation of dedicated events and marketing activation ini- tiatives. In line with this approach, each season, product news- letters, editorials, and digital materials on the brand s products, history and philosophy, are shared with some clients, and effec- tive experiential brand communication initiatives are implement- ed 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 whole- sale channel, in addition to the opportunity of benefiting from a dedicated repair service. Where repairs require complex pro- cedures, the garment is picked up and repaired at the Ravarino (Modena) workshop, while for simple repairs, Stone Island pro- vides a kit to the wholesale partner so that the process can be car- ried out at the store. Every stage of the relationships with partners ensures a constant contact with client care, attentive to any issue.
UNDERSTANDING AND FULFILLING CLIENT EXPECTATIONS Listening to clients is a fundamental strategic activity to offer a service that is increasingly aligned and consistent with clients desires and expectations. The VIBE project, adopted at a global level by the Moncler brand and that will be implemented by the Stone Island brand during 2022, involves the systematic collec- tion 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 estab- lish a long-term relationship.
The survey is structured into fi ve steps: the day after the pur- chase clients receive, by email or SMS, a summary of their pur- chase which they can save and a questionnaire of fi ve 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 fi nding a solution that fully meets the client s expec- tations and initiatives aimed at improving the in-store experience.
At the end of 2021 the Moncler brand maintained a high VIBE score of 92 (on a scale of 1 to 100), which measures the clients willingness to recommend Moncler to others, in line with 2020. The Company aims to achieve a score of 94 for the coming year.
Moncler also has a worldwide direct client communication channel, the 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 per- spective at global level. The company s goal is to complete 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 mo- ments. Multiple contact moments have been identified, from
those related to the product such as the launch of a new collec- tion (Product Moments), to cross-cutting occasions such as inter- national 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 en- gaging 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 appoint- ments at Moncler stores, during which the client is followed ex- clusively 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 increas- ingly intense interaction between Client Advisors and clients, growing integration between the physical and digital channels, and restrictions to movement due to the Covid-19 pandemic, Moncler s clienteling app, MonClient, has taken on a role of fun- damental 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. Moncler aims to further update the MonClient app during 2022 by integrating new features to support a proactive client relationship management.
As use of technology by clients accelerates, Moncler s cli- enteling is becoming increasingly relational and supported by so- cial 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, ac- companying clients in discovering the Brand and interacting with them despite the limitations imposed by the Covid-19 pandemic.
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 durability, also with a view to sustainabil- ity, since 2021 the pilot project for the Extra-Life repair service is active in France, Italy and Denmark. As a result, the company has also begun to handle repair issues such as holes in fabric and those affecting garments purchased many years before. These repairs were not managed in the past as they would have changed the style of the garment. The project will be extended at worldwide level during 2022. See also pages 73; 169.
In 2021, 90% of all types of repair requests were fulfilled. In 2021, the willingness to build a direct connection be-
tween clients and repair platforms led Moncler to define the ap- proach to develop the Distant Repairs service in America, which will be implemented in 2022. Also, Moncler refined the already ex- isting one in Europe and Japan. With this service the Client Ser- vice arrange a pick-up of the garment directly from the client if the client cannot visit the store.
Since 2020, the VIBE After Sale has also been implemented at global level to allow the systematic collection of feedback from clients who have benefited from after-sales services, and during 2021 the Frequently Asked Questions section of the website dedicated to after-sales services was enriched with additional in- formation on garment care so as to answer clients questions.
7 China country includes the Chinese mainland, Hong Kong SAR, Macao SAR, and Taiwan.
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