Luisa Spagnoli
The omnichannel marketing that improves the buying experience
PROJECT INFORMATION —
Luisa Spagnoli and Alpenite working together for an omnichannel buying experience
INDUSTRY —
Fashion
EXPERTISE —
E-commerce, OMS, CRM
Founded in Perugia in 1928, Luisa Spagnoli has always been highly sensitive to the changing needs of its customers and the new opportunities that have emerged from the evolving market. The iconic Umbrian fashion house for women’s everyday luxury persists in its goal: to make the online experience increasingly tailor-made, placing omnichannel marketing at the heart of its digital transformation strategy.
Goals and
needs
The main challenge has proved to be promoting a smooth omnichannel approach and ensuring the highest quality throughout the entire purchasing process for loyal customers. This vision came to fruition in less than two years thanks to the creation of the new e-commerce site and the implementation of a Digital Retail system that is perfectly integrated and synergic with the Luisa Spagnoli systems.
Approach and
Solutions
As anticipated, the epicentre of the strategic roadmap was the implementation of a new e-commerce system, based on a Salesforce Commerce Cloud solution, characterised by a contemporary and elegant design. The online experience did not suffer any setbacks and soon developed into an integration of data and ordering systems that led to the creation of “Luisa Spagnoli e-Commerce Retail”.
An exclusive digital boutique, used only in shops, which serves as a virtual representation of the more than 200 stores worldwide, but also as a brand-related publishing channel. The possibility for customers and sales assistants to request garments and sizes not available in the store and to provide a continuous and personalised service has been digitised through a shared stock system.
All this is rounded off by nationwide fast pick-up and click&collect options that reduce distances and improve customer proximity and cross-selling opportunities.
Within the context of this omnichannel strategy, effective Drive to Store campaigns have also been run, with the aim of increasing traffic in physical boutiques through hyper-segmentation of the audience and customisation of content, further reinforcing the interaction between physical and digital outlets.
The implementation of the entire Salesforce ecosystem is key to creating a perfectly integrated digital environment that can foster Luisa Spagnoli’s omnichannel strategy as a whole.
In terms of UX/UI, Vulcano Agency’s involvement translated the brand’s heritage and intrinsic values into a perfect aesthetic synthesis with the more contemporary essence of the brand, shaping a decisive and refined digital image.
Thanks to Alpenite’s consultancy and coaching, Luisa Spagnoli has seen a complete transformation in less than two years, becoming an example of omnichannel marketing in the fashion industry and opening up new possibilities for growth in the future.
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