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 brick-and-mortar sales channels with a more advanced online version.

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 chain of brick-and-mortar sales points into this strategy.

The goal of the Calzedonia e-commerce plan is to transfer the company culture from its 4,600+ sales points 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 live via an incremental approach, simultaneously increasing geographic coverage.

1_ecommerce

Intimissimi was the first to launch, followed by Falconeri in 2014 and Tezenis the following year, to complete the picture in 2016 with the Calzedonia online shop. The process went from 3 initial countries to online sales in 24 nations, joined by 3 marketplaces managed directly as showcases, maintaining the complete alignment of the products being sold (prices, promotions and selection) with sales points.

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 fil rouge 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 sales points that are increasingly close to the customer, and in the ability to provide products with an excellent price-quality ratio, making them within reach of an ever-greater segment of consumers.

Today, the company's accessibility is evolving, redesigned thanks to digital shop windows available 24 hours a day, 7 days a week, 365 days a year - an important presence on the social and marketplace platforms that are part of the Calzedonia e-commerce plan.

Our digital shop windows

A constantly evolving presence on social media and marketplace platforms

24Countries
400,000Visitors per day
7Logistical platforms

Calzedonia Group online shops, translated in 12 different languages, offer dozens of different payment methods suited to customer needs and, through 7 logistical platforms, integrate with 10 couriers. 70% of all daily shipments reach customers in less than 48 hours and, in metropolises like São Paulo and Moscow, delivery is guaranteed on the same day as the order.

The Customer Service Centre - 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).

Calzedonia is convinced that advanced technology is essential to the proper management of information and the best away 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.

If certain channels no longer exist because it is the brand that communicates and sells, we return to looking beyond the channels themselves, concentrating on the person. This leads to investments in Customer Relationship Management, an area of growing strategic importance that can guide the choices made by the Calzedonia Group, commercial or otherwise.

The objectives are:

  • To make the customer's brand experience within sales points more memorable;
  • Focus on true customer loyalty through dedicated programmes that reach millions of people via customised messages;
  • To quickly collect feedback and opinions from the market.

Discover more about Calzedonia Group

Go to "Our Stores" page