FASHION E-COMMERCE SUMMIT: The hour of digital humanism has come

FASHION E-COMMERCE SUMMIT: The hour of digital humanism has come

In the context of the new humanism of consumption, hoped for in the current context of post-pandemic uncertainty and international geopolitics, the relationship with physical retail is one of the keys to the digital success of Douglasa player in the beauty sector – with a turnover of around 3 billion euros – which recently recorded a penetration rate of online purchases of over 30%.

“How do you get to have such a high performance?” He asked Marc Sondermann a Gaia Franceschini BeghiniE-commerce & Crm director from Douglas, with a past in Tod’s e Moleskine. “The physical channel – the manager replied – is actually a strategic asset also for e-commerce”. On the other hand, omnichannel is not an empty word: “The integration between physical and online – continued the manager – actually generates in the people, strategies and processes of using stocks a variable that acts as a driving force and has an impact bully on both channels ».

Another primary element in a marketplace perspective, according to Franceschini Beghini, is the assortment (up to 150 thousand sku for Douglas), with ever new categories and young brands alongside the most famous, together with the market program as a business model and Crm, which puts the customer at the center.

“In the pandemic phase, especially in Italy – he added – we tried to bring our customers closer by digitizing the relational process, bringing trade programs from physical stores to digital or, simply, opening communication channels on Whatsapp and telephone with our customers. A strategy that has allowed us to keep our community loyal and generate impressive business volumes. If so far we have digitized a lot, but now is the time to humanize ».

How to present the product with its magic? According to Roberto Pastoridirector Customer Success di Techedge (company that supports companies in digital transformation, from production processes to sales), “digital storytelling is the digital communication method capable of offering that emotional connection with the brand that luxury and fashion customers are looking for, naturally integrating digital content seductive and ease of purchase in a multichannel logic “. A way to enhance physical contact, even if mediated by tools linked to the virtual world.

An example is the digital lookbook, very light to manage and easy to navigate, to be used in the B2B field as a digital showrooming activity or to create engagement with the end customer on Whatsapp. The logic – explains Pastori – is to rationalize without exacerbating the costs of multi-channeling, favoring a continuous relationship with the brand, as seamless as possible ».

For our part, concludes Franceschini Beghini, “As a destination platform, we have evolved into a tool available to our customer brands by preparing innovative solutions such as social commerce, borrowed from the Chinese experience: a live streaming platform integrated into our site that it allows brands to do direct, to maintain high engagement, with the possibility for consumers to easily purchase products in real time ».

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