Keys for Post-lockdown Retail: Adapting to the New Normal
How to adapt to the "New Normal" after a health crisis? Kusmi Tea, Isabel Marant, Boucheron and Celine, answered questions from Michel Koch, editor of GRN, during the ICC@Retail webinar of the Institute of Connected Commerce on June 11th, in partnership with Cegid and Adyen
Prioritise omnichannel projects. The speakers were unanimous. The health crisis, and more particularly the lockdown, saved months and even years off their digital transformation project deliveries. If an omnichannel strategy was an important issue, it became a critical priority once stores were closed. “The role of the store is evolving. It is evolving to towards a platform with tools like click & collect and ship from store” explains Jean Keller from Isabel Marant (turnover of €150 million in 2018, 25 stores in 15 countries). “Our global strategy does not pit online against physical retail”, explains Aurore Taupin from CELINE (178 stores worldwide). “We don’t have stocks dedicated to e-commerce, but a common stock shared between warehouses and shops. We attribute turnover to the channel that took the first sales enquiry.”
