Kering Connects Overview
Kering, a French luxury group, has implemented a comprehensive digital strategy that encompasses various initiatives, collectively referred to as “Kering Connects.” This platform is designed to enhance the customer experience, improve operational efficiency, and foster strong client relationships across all of Kering’s luxury brands.
What Kering Connects Does
Kering Connects is a multifaceted digital strategy aimed at providing a seamless, personalized, and omnichannel experience for customers. It integrates various digital tools, technologies, and initiatives to ensure consistency and excellence in customer service, whether the interaction occurs online, in-store, or through other touchpoints.
Key Features and Functionality
In-Store Customer Experience
- Store Experience App: Developed in partnership with Apple, this app allows sales associates to access real-time stock levels, check availability of specific sizes and colors, and order items from other stores if necessary. The app also enables sales associates to provide customized styling recommendations, enhancing the overall in-store experience.
Client Service
- Centralized Customer Service: Kering has established centralized customer service teams in Europe and the US. Brands like Gucci, Saint Laurent, and Bottega Veneta have dedicated teams, while other brands operate under a single customer service unit managed by Kering. These teams use best-in-class digital tools to provide a 360-degree view of each client, ensuring personalized service from initial transaction to after-sales support.
CRM and Communication
- Data Science and Personalization: Kering has launched pilot projects using data science techniques to deliver personalized messages and experiences based on customers’ profiles and purchasing histories. This approach helps in building stronger relationships with customers by tailoring communications and offers to their specific needs.
- WeChat Mini-Programs: All Kering Houses are launching or have launched WeChat mini-programs to engage closely with Chinese customers and offer social commerce services, further enhancing the customer experience in this key market.
E-commerce
- Omni-Channel Capabilities: Kering has enhanced its e-commerce activities by internalizing operations previously handled through a joint venture with YNAP. This move allows for services such as checking availability, reserving in-store, making store appointments, picking up in-store, and returning or exchanging items in-store. These services ensure a seamless shopping experience across online and offline channels.
Digital Capabilities
- Advanced Technologies: Kering is exploring advanced technologies with Apple to improve the payment experience in-store and enhance client interactions on iOS devices. This includes leveraging data science to improve customer service and adapting digital practices to the Chinese market through a dedicated Client & Digital team.
Overall Objective
The primary objective of Kering Connects is to provide a real-time 360-degree view of customers, deliver rich and personalized experiences, offer high levels of service from initial transaction to after-sales, and enable Kering’s Houses to develop close relationships with their clients. This holistic approach ensures that customers receive a consistent and exceptional experience across all touchpoints, aligning with Kering’s mission to offer the best possible experience through digital technology, data science, and innovation.