Gucci Expects Smart Phones To Become The "Media" Of Channel Management.

Barbara Rybka, senior vice president of Gucci digital department, said at the WWD digital forum that the function of mobile phones is too powerful. We expect it to become a bridge between online and physical stores.

At present, luxury online sales account for only 4% to 5% of total sales, and are expected to grow to 6% by 2017. Online experience has more and more influence.

Gucci launched its mobile and tablet mobile Optimization Website in 2012, accounting for 44% of smartphone traffic in 2014, and 58% of mobile phones and tablets.

"Various studies show that online experience has more than 45% impact on physical store sales. People often study products online and buy offline stores." Rybka added that according to Altagamma-McKinsey's research conducted in six countries, more than 1/5 of consumers are in progress. Luxury goods Before consumption, products will be analyzed through mobile terminals. And with the invasion of smart phones, this number is expected to rise.

　　 Rybka Added that when Gucci launched the mobile terminal website in the US, its brand name was Potential customers The use of smart phones is much more efficient than computers. In 2014, 57% of the web browsers came from smartphone terminals, and only 29% came from computer terminals. In 2013, the access rate of the computer terminal was 47%, and the smart phone terminal was 40%.

In 2014, Gucci launched a full channel functional application in the United States. This provides consumers with online shopping the option to extract goods from the nearest physical store. In the 2015 spring, 50% of consumers using this function came from mobile terminals and tablets. Gucci has high expectations for this service.

Gucci is also launching a pilot project called "in-store e-commerce (e-commerce in the store)" in European stores, allowing salespeople to sell products that are available on Gucci.com but not in physical stores, and capture potential online consumer audiences in the physical stores.

"There is a classic case where a customer is looking for a handbag or a shoe, but there is no suitable color or size in the shop. Therefore, the salesperson will carry out inventory enquiry, and the inventory on the electricity supplier will first jump out for its priority.

With the update and progress of mobile phones, the next step of the brand is to redesign the front-end experience of Gucci.com. Rybka calls it a "professional, completely consumer oriented transformation plan". She told us that "the current website was built in the autumn of 2010, and we will take" create a seamless, a brand, a store experience experience "as the guiding principle, and reconstruct the website from a full range of interactive channels.

Gucci research found that during the test period, the penetration of e-commerce sales consciousness can be carried out in smaller shops. On the one hand, it can solve the inventory problem of Gucci.com, and on the other hand, it also reduces the time and cost of goods transfer between entities. Moreover, this way of consumption and sales concept can also help consumers and brands build an in-depth understanding.