A revolution has been quietly taking place at Chanel’s iconic address, 19 rue Cambon. Thanks to a collaboration with online sales specialist Farfetch, Chanel’s new retail service is now open to all customers. This partnership was announced back in February 2018, with the goal of adapting Farfetch’s successful augmented retail concept to Chanel’s brick-and-mortar stores.
The focus of this collaboration is to enhance the offline customer experience through the use of innovative digital tools. Since last spring, a group of 1,400 loyal customers of the rue Cambon flagship store have been testing a new smartphone application. One of the standout features of this app is the ability for customers to create a wishlist of selected items before visiting the store. This wishlist is then transmitted to the store and made available in the fitting rooms, which are equipped with connected mirrors. These mirrors provide additional information about the selected items, such as zooms, animations, and excerpts from fashion shows. The app also offers exclusive content, including a virtual tour of Gabrielle Chanel’s private apartments.
According to Bruno Pavlovsky, President of Chanel’s Fashion activities and Chanel SAS, the intention behind this digital integration is not to replace traditional sales methods, but rather to strengthen the relationship between customers and sales staff. The discreet implementation of these digital tools allows for a seamless and personalized shopping experience.
Initially, the new retail service is only available to customers of the rue Cambon store by request. However, the plan is to eventually introduce this service in other Chanel stores in Paris.
This innovative approach to offline retail is an example of how luxury brands are embracing technology to enhance the customer journey. By integrating digital tools in physical stores, Chanel is able to provide a unique and personalized shopping experience. Whether it’s preparing a wishlist before the visit or accessing exclusive content through the app, customers are empowered with more information and options to make informed choices.
Overall, Chanel’s partnership with Farfetch and the introduction of their new retail service demonstrate the brand’s commitment to evolving with the digital age while maintaining the essence of their traditional brick-and-mortar stores.
Useful links:
1. Farfetch – Official website of Farfetch, the online sales specialist partnered with Chanel.
2. Chanel – Official website of Chanel, where customers can explore the brand and its offerings.
