Davines & Comfort Zone

Goals and

needs

How is it possible to combine two originally separate channels while continuing to support ethical and sustainable growth and strengthen a community of people strongly attached to the brand and its values?

This is what led to the Davines strategic roadmap for launching the direct-to-consumer channel: a three-way balancing act between brand, professionals and end consumers, but also a synergic and innovative challenge with Alpenite leading the way.

The D2C channel was conceived as an amplifier and a point of contact in order to maintain a harmonious and collaborative coexistence between the two targets. Commercially, the brand has demonstrated a consistent intent, placing the professional audience at the centre of all digital activities, without overlooking the needs of end consumers, thereby seeking a win-win strategy.

Approach and

Solutions

In fact, in addition to strengthening the affiliation programmes, Store and Spa Locator functions have been implemented online, making it possible to find the nearest beauty advisor, to purchase products, and to take advantage of a service or advice. Furthermore, e-commerce adopts a ROPO (research online, purchase offline) approach, supported by drive-to-store campaigns that establish a complete omnichannel customer experience.

The online experience, which is based on Vulcano Agency‘s UX/UI, is a concept evoking the value paradigms that animate the brand. It enables the online recreation of the same atmosphere experienced by visitors to the daily reality of the Davines Group Village in Parma, at the very heart of company life. The customer experience, emphasising beauty, sustainability and well-being, is the common thread that guides customers towards a solid and engaging product experience.

In this regard, and to ensure an international omnichannel experience, it was necessary to centralise product information with the integration of the Salsify PIM solution. Enrichment management not only reinforced the sharing of brand values, but also made it possible to smoothly manage product variations, meet global standard requirements and considerably reduce time-to-market.

The design and configuration of a unified customer service marked a further step in this roadmap pursuing an optimal customer experience. Zendesk made it possible to monitor and categorise requests, facilitating a single view of the customer that guarantees personalised support tailored to the specific need.

In terms of integrations, the strategic scenario outlined the inclusion of Mulesoft and a new CMS. The former, acting as an integration layer, was implemented to automate processes and optimise information and workflows, while the latter was implemented to ensure greater customisation and scalability.