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Kering enhances digital capabilities

Digital is at the very heart of Kering’s strategies now. Kering is enhancing its omni-channel capabilities. It is working on a suite of apps, the first of which is a store experience app that enables sales associates in-store to access stock levels in real time to provide their customers with a fully personalized service. Via the app, sales associates know instantly if a specific size or color is available in-store or if it can be ordered from other stores; they can also give customized styling recommendations.

Several pilot projects have been launched using data science techniques to deliver personalized messages and experiences to customers, based on their profile and purchasing history. A data science team has been created at the group level to improve the service provided to the clients of Kering by making the best use of the available data. A China-based client and digital team is currently being formed. It will be responsible for adapting digital practices to the Chinese market, along with identifying and promoting innovations from China to other markets.

Kering will leverage its in-house technology and operations team to fully internalize the e-commerce activities currently handled through the joint venture with YNAP. Following a highly successful and fruitful seven-year partnership with YNAP, these e-commerce activities will transition to Kering in the first half of 2020.

 

 
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