Kering Unveils Digital Strategy Advancements

Luxury conglomerate Kering has announced a series of new digital initiatives aimed at enhancing customer experience and bolstering the group's e-commerce capabilities. The company is working to standardize customer service and leverage technology across all its distribution channels.

Digitalization is considered a core component of the strategy for Kering's various luxury brands. The group's objective is to offer a seamless customer experience across all channels, while utilizing data and innovation to deepen customer relationships. E-commerce has emerged as the fastest-growing distribution channel for Kering's brands, accounting for 6% of the group's retail sales in the first half of 2018.

The company has collaborated with Apple to develop in-store applications for staff, enabling real-time stock checks and personalized customer service. Kering has also centralized its customer service teams in Europe and the United States. Data analytics are being employed to tailor personalized messages and offers to customers.

A significant shift involves Kering's decision to internalize e-commerce operations previously managed through a joint venture with YNAP. This transition is slated for completion in the first half of 2020. The group will continue to partner with third-party e-commerce platforms where appropriate.

Kering has established a group-level data science team and a China-focused client and digital team. The aim is to adapt digital practices for the Chinese market and identify innovations from there for other markets. The group's innovation team is exploring new technologies to improve future customer experiences.