While the whole world seems to have pressed pause, Gucci has decided to not give up. Well, it is business 101 (pun intended) but in a situation like this where other fashion brands thought that they had their backs against the wall, Gucci decided to shatter the wall completely. As shopaholics (me included) have leaned toward online shopping, Gucci decided to take a step further by designing “GUCCI LIVE”. It’s a service that lets customers experience the faux luxury store online and lets the staff communicate with the consumers through mobiles and laptops. The brand proudly states that personalised video consultations will escalate sales.
The brand recognised the dependency and also the to need to shift to e-commerce as online shopping is settling in as a new normal, keeping in mind the current situation. Marco Bizzarri, the CEO of Gucci also stated that “The service is delivered according to the values that define and differentiate our brand today: a human touch powered by technology”. Having said that, the brand doesn’t think that it can fully replace or even replicate the emotional experience that is associated with physically shopping luxury goods but it does believe in experimenting and moving forward with attached technology so as to upgrade remote clienteling.
Gucci’s unique new approach is specifically tailored to akin to an in person visitation that is a one on one session of shopping with a real person showing physical products. Now, I know most of you would be wondering about privacy that is : what if the customer does not want his/her face shown in the process? It’s a good point yes! But Gucci has taken care of that too. The customer using Gucci Live can be heard but not seen. And just in case the customer wants to buy a product, they can check out on WhatsApp or online with their respective host. Shoppers visiting Gucci.com can easily start a video call and schedule their private appointment.
At the moment only a scanty bunch of personal online advisors are dedicated to this service full time, but many more are being assigned as Gucci has gotten an early appreciation. The brand currently has the service available in six major cities of the world which includes New York, Tokyo, Shanghai, Sydney and Florence with about 400 staff members in total.
Gucci has played its cards right and has been one of the first luxury brands to go forward with a technology like this. It has recognised the fact that humanisation of e-commerce experiences are only going to get bigger with time and in fact might include augmented and virtual reality. In the coming future, only the best of the best brands will leverage the latest technology to tread on the path of success and Savelo wishes Gucci nothing but the best.