Moncler accelerates its digital transformation

by Stephen Garner

Moncler said on Monday that it is accelerating its digital transformation, aiming to define a new corporate organization and establishing the direct management of its e-commerce, in line with an increasingly digitally integrated vision aimed at personalizing the experience and strengthening the relationship with the customer across all brand touchpoints.

“After Moncler Genius, which rewrote rules and conventions and explored new ways of dialogue, we are at another turning point in the way we interact with our community,” said Remo Ruffini, chairman and CEO of Moncler. “We have decided to directly manage our e-commerce, and soon we will offer a new platform concept where the experience will be at the center of an ever more tailored customer journey.”

Following a fruitful collaboration with Yoox Net-A-Porter Group during which Moncler’s e-commerce business has grown and developed well beyond expectations, the company will internalize its e-commerce channel. Starting with the United States and Canada in October 2020, the implementation will be progressively done and completed in 2021.

In addition, Moncler will launch a fully integrated omnichannel e-commerce platform in 2021 which, in addition to being technologically advanced, will take an innovative approach towards the client.

The new platform concept will be inspired by the world of entertainment, guaranteeing fluid navigation, and offering state-of-the-art experience in addition to customized content and services including product personalization features. The entire journey will be characterized by the highest attention to client experience both in terms of viewing modes as well as in terms of communication and assistance.

With the acceleration of the use of technology by consumers, Moncler’s clienteling is becoming increasingly relationship-driven and is supported by social platforms and digital tools such as video messaging, digital appointments, distance sales, and phygital events, which helps to create synergies between physical stores and digital touchpoints.

Digital acceleration also continues to contribute to the evolution of the tools available to store staff and the way they work and interact with the customer. Working with the “Monclient” application, client advisors are able to quickly collect information on products available both in the store and across all other sales channels, and manage digital payments and after-sales requests without going through checkout, while also being able to view information relating to the customer and their preferences.

In addition, the digitization of the RFID-NFC anti-counterfeiting system, which already allows the univocal identification of the garment through a smartphone, is evolving through blockchain technology.

And, the use of Artificial Intelligence and its predictive ability already applied to quality control and warehouse management, demand planning and store replenishment, will be extended to new areas such as product recommendations on the e-commerce channel, client service interactions, merchandising, and pricing.

“At Moncler, every project ranging from the definition of collections to product development and events’ concept definition should be ‘digital first’ and must, therefore, be inspired and designed to perfectly fit digital platforms as the first touchpoint with the customer, to then be spread across all other channels,” added Ruffini. “This new approach requires a rapid organizational, cultural and technological evolution and opens us up to a future full of creativity, experimentation, and ‘contamination’ of content as well as interactions with our consumers on all social channels. With the acceleration of our digital strategy Moncler aims to double the share of its online business over the next three years.”