No.04
Connected retail experiences
Partner
Richemont Group
Role
Account Owner, Strategic and Creative Direction
Year
2019-21
Impact
- Connected retail implementation across 5 floors of historic Maison redesign
- Record 6 month to launch retail community platform
- Measurable improvement in sales performance and retail staff satisfaction
Reimagining omni-channel retail for a luxury Maison, from experience strategy to the flagship boutique in Paris.
In late 2019, Cartier saw an opportunity to evolve their retail operating model. The belief was that a shift from transactional to relational interactions would enhance client lifetime value and drive long-term brand growth. Retail is not dead. It is more relevant than ever as brands fight for customer attention and share of wallet. But it is evolving: customers' increasing expectations of convenience and experience are transforming the physical store.
I worked with Cartier's global retail experience teams to create a distinct set of connected consumer experiences spanning omni-channel touchpoints and physical and digital interactions. The work spanned three phases: developing a new global retail experience model, applying it to the renovation of the flagship 13 Paix boutique in Paris, and building the digital enablement tools to bring it to life.
Cartier Atlas: a retail publishing platform designed to synchronise, inspire, and activate Cartier's retail community
Experience lines
We started by mapping the in-store journeys of distinct client intentions and contexts, called experience lines, from beginning to end. We captured details for each point including physical and digital interactions, and pain points from both the client's and sales associate's perspectives. This framework allowed us to analyse the client journey and understand the gaps and opportunities in the tools and interactions Cartier use to deliver luxury experience.
Cartier Atlas: from concept to shipped iOS application in 6 months
We designed, developed, and launched Cartier Atlas, a fully functional MVP iOS app in 6 months. The platform serves 5,000 boutique staff across 270 boutiques worldwide. We focused the experience around driving participation through community features, simple front-end workflows, consolidated content through a built-for-purpose content model, and maximising experience through personalised feeds and bespoke features that fed into existing boutique rituals like the morning briefing.
Ask me about
- Translating luxury retail intimacy into digital without losing the craft
- Building tools for 5,000 client advisors across 270 boutiques
- Why 85% of boutique visits are driven by non-purchasing needs
- Integrating digital requirements into the architectural brief for Le 13 Paix
- What we learned about serving ultra wealthy clientele
Next project
Zalando Ecosystem