Bulgari and its strategy off and online
Bulgari's focus on its customers has accelerated considerably in the post-pandemic period, prompting several business processes and redesigning new opportunities both in terms of product and sales channels.
On the product side, a significant example was the launch of BB Engravable (currently only on e-commerce), through which symbols, zodiac signs and initials can be engraved, attracting a young clientele willing to buy something unique and personalized. Furthermore, social media has allowed the brand to be on IG, WeChat, Line and Kakao Talk with 3D and AR experiences. The social world enhances the discovery of a product and what lies behind it, but it is on the site that customers can delve deeper with a 3D experience, AR, Zoom... that is what will lead them to the final purchasing decision. We see no limits to this, only infinite opportunities.
Digital has become a fundamentally for the luxury world, especially in regard to the younger generations, now at the heart of the market. With digital, customers' behaviours and preferences can be studied and, consequently, a perfect shopping experience can be offered by working strategically with targeted marketing choices based on the value and experience that users directly gain on the social networks.
Another challenge, as Bulgari in Korea has already welcomed, will be to create virtual realities that, through the metaverse, will allow customers to enjoy the product through 3D digital technologies, giving them truly unique experiences. The pandemic has certainly sped up digital and virtual sales processes, which Bulgari has already explored and anticipated in record time. In the spring of 2020, it pre- scented the Barocko Haute Joaillerie collection with the special "Barocko" app which, in addition to providing information, 360° images and content on the cultural link between the Roman company and Baroque style, actually allowed users to wear the creations virtually, thanks to "Try On", an augmented reality tool.
In luxury, the boutique sale ritual will continue to be an important moment in relations with our customers. That is why Bulgari has decided to invest in technology inside its stores to make the experience technologically fast, with tools to support the often invisible customer. Our salespeople can assist anywhere in the store (POS in mobility) and if, for example, ring size is not available, we can organize a shipment from another store or directly from our e-commerce stock. In many boutiques, we have even set up workstations to manage live e-commerce and virtual appointments.
Lorenza Scalisi, Editor VO+