Gucci fashioned its in-store shopping experience into an on-screen event.
As the Coronavirus pandemic leaves shoppers hesitant to shop in stores, Gucci is maintaining customer relationships by creating a virtual, personalized experience. The brand set up a “faux luxury store” at its Gucci 9 hub in Florence where staff can live stream from a replica showroom, pulling items to bring to the camera based on customer requests. “Gucci Live” lets staff communicate with shoppers around the world via laptops and smartphones, essentially recreating a trip to a Gucci showroom from home. Advanced functionality that supplements in-store associate support has faced slow growth in the luxury fashion industry, according to a Gartner report, making Gucci’s “live clienteling” one of the first major strategy undertakings from a luxury brand.
Personal service is a key part of luxury shopping, so it makes sense that Gucci would transform its practices to continue meeting clients’ needs even while stores are shuttered. Providing personalized video consultations could spur sales, particularly with customers in countries where Gucci stores have yet to reopen. The brand originally tested “Gucci Live” in a small part of Europe, before rolling it out to the rest of the continent, Africa, and the Middle East. While e-commerce provides convenience for shoppers, many still prefer the human-interaction and specificity provided with in-store shopping. As such, Gucci is increasing its remote technologies to allow customers to plan private appointments and schedule personal video calls on Gucci’s website.
Gucci could set itself apart from luxury competitors by maintaining personal connections from afar. By developing technology to engage with consumers during the pandemic, the luxury label could pioneer a new strategy for building loyalty with shoppers for use long after the pandemic wanes.