ORGANIZATION

E-commerce and digital agenda
Omnichannel strategy: an integrated customer experience.

Calzedonia firmly believes in the development of an omnichannel business model: the harmonious integration of the physical stores and online experience into a seamless experience for the customer.

Two pillars define the Calzedonia e-commerce plan:

  • The desire for the entire value chain linked to online sales processes to be kept within the company, where possible;
  • The resolute desire to integrate the physical store experience into the digital strategy.

The goal of the Calzedonia e-commerce plan is to transfer the company culture from its 4,600+ physical stores to its digital channels. For this reason, logistics, customer services, administration, creation and implementation of digital content, administration and management of the webpages and all the marketing activities to support the channel are, as always, managed in-house.

Since 2012 with Intimissimi, the online boutiques for the Group's four main fashion brands were brought to life via an incremental approach, simultaneously increasing geographic coverage.

Ecommerce

Intimissimi was the first to launch, followed by Falconeri in 2014 and Tezenis the following year, to complete the online family, in 2016 the Calzedonia online shop was launched. The process started with the shipment to 3 initial countries to the online business we have today, fulfilling to 24 nations, joined by 3 marketplaces managed as a store window, meaning the marketplace stays aligned with the overall business strategy, allowing us to maintain control of the products being sold (prices, promotions and selection) to mirror all other sales channels.

Seven years after the launch of the first e-commerce site (Intimissimi.com), today the four Calzedonia Group online shop get a total of 400,000 visitors per day. These visitors download an average of 500 product sheets per second, confirming a desire to stay in touch with the looks that the company offers and updates week after week.

The common thread that runs through the Calzedonia Group's history is access to products, which is first and foremost reflected in distribution, with exponential growth in the number of touch points that are becoming more and more accessible to the customer, and in the ability to provide products with an excellent price-quality ratio, the Group is able to make products within reach of an ever-greater segment of consumers.

Today, the company's accessibility is evolving through the ecommerce shops, redesigning the way we sell and being available 24 hours a day, 7 days a week, 365 days a year.

Our digital shop windows

A constantly evolving presence on social media and marketplace platforms

24Countries
400,000Visitors per day
7Logistical platforms

Calzedonia Group websites, translated in 12 different languages, offer dozens of different payment methods in line with customer needs, The websites are connected through 7 logistical platforms, integrated with 10 different couriers. 70% of all daily shipments reach customers in less than 48 hours and, in major metro areas as São Paulo and Moscow, delivery can be granted same day.

The Customer Service Centrer - active 24 hours/6 days, reachable via a toll-free number, web chat, web form and email - makes it possible to interact directly with customers on the Group's Facebook, Twitter and Instagram pages. The Group's operations involve about 120 people around the world, not counting support staff (such as logistics and administration, provided by other Group offices).

For Calzedonia Group, the digital world has never been a mean to an end, rather a mean to evolve in order to maintain a dominant market position. Today, more than ever, we are truly convinced that advanced technology is essencial to the proper management of information and the best way to address future omnichannel challenges.

In this sense, the concepts that constitute the Calzedonia e-commerce plan are constantly expanding, including the digital business, across the entire company.

The process started as just an allignment between online and offline (in terms of price list, product assortment and promotions) to become more and more blurred between the two channels, to the growing need to the change of perspective: becoming customer centric.

We no longer care what channel the sale is made from because it is the brand as a whole that communicates and sells. All we care about now are customers and how we can provide them the items they desire with the best service possible. This led to the investment in Customer Relationship Management, an area of growing strategic importance that can guide the choices made by Calzedonia Group, commercial and beyond.

The objectives of CRM are:

  • To make the customer's brand experience within each touch point more memorable;
  • Focus on true customer loyalty through dedicated programms that reach millions of people via personalized messages;
  • To quickly collect feedback and opinions from the market.

Discover more about Calzedonia Group

Go to "Our Stores" page