«E-commerce sector is a way to bring customers into our physical stores; we have to use digital to bring more traffic to our boutiques, to raise awareness of the brand”. This is the opinion of Geoffroy Lefebvre, vice president of Jaeger LeCoultre.
This is an issue that seems to have found a new dimension, of a beneficial cohabitation and a fruitful offline-online exchange. This is the logic of the omnichannel.
It’s not a relationship that has reached full maturity, but certainly is making rapid progress, as demonstrated by the fact that many brands are experimenting with advanced forms of e-commerce, which not only allow you to click on a product and put it in the cart, but also to offer the customer a fulfilling shopping experience.
Ad hoc services, such as special deliveries, are rapidly expanding: when Audemars Piguet opened its first pop-up boutique on Jd.com, the largest Chinese e-store, he would not only offer “white gloves” delivery service, but the first customer to buy a watch on the platform has been delivered personally to the client by the CEO Françoise-Henri Bennahmias and the founder of Jd.com, Richard Liu.
Ready to inaugurate its e-store is also Tag Heuer, which in the meantime has inaugurated in Ginza, Tokyo, a new store designed in an omnichannel key: on the outside, there are facades with screens where digital contents flow, special “iTag”, tablets to order the favorite model and interact with the shop assistants.
The common goal of big retailers is to open e-store directly managed, in any case controlled, to avoid the risk of being associated, as happens in some multi-brand, to premium brands and being exposed in a poorly maintained shop window.