GANNI: MARKET-LEADING GLOBAL OMNICHANNEL COMMERCE

Baggrund

One of Denmark’s leading fashion companies, GANNI, recognized by TIME Magazine in 2023 as one of the world's top 100 most influential companies – wanted to rapidly scale to a global, market-leading e-commerce business operation with a sharp focus on responsibility and inclusivity with excellent customer experiences at every touchpoint.

Overall, GANNI’s vision was to create a seamless customer experience. Catering to a customer base, referred to as GANNI Girls, predominantly consisting of Millenials and Gen Z digital natives, GANNI’s strategy focused on expanding through a market-leading e-commerce platform with distinct omnichannel capabilities.

Together, GANNI and IMPACT Commerce started a journey to transform GANNI to enable truly excellent customer experiences for a global rollout. This transformation involved crafting detailed customer journeys, establishing a foundation for advanced data-driven customer insights, and implementing a state-of-the-art IT architecture that empowers customers and employees alike.

IMPACT Commerce has helped GANNI with everything from CX strategy, customer insights, technology selection, process design, and e-commerce technology implementation – not to mention ongoing optimizations of the e-commerce platforms for continuous growth and revenue.

Translating brand ambitions into a clear digital vision

“How do we want the GANNI customer to feel when they meet GANNI at every touch point throughout the customer journey?”

That was the question IMPACT Commerce asked GANNI before initiating an extensive CX process translating the brand ambition into a clear digital vision.

Based on our insights, we identified five emotions that worked as key design drivers that put the customer at the centre and guided our decision-making throughout the entire project: “Connected & Included, Inspired, Empowered and Rewarded”. This approach is combined with the ambition to offer a seamless experience across channels powered by global omnichannel capabilities.

In a four-week sprint, we defined a comprehensive plan for GANNI’s future e-commerce architecture, including both processes online, in-store, and back office, while creating compelling design touchpoints – all with the decided design drivers and global scale in mind.

Løsning

Best-of-breed commerce setup
GANNI's digital commerce architecture integrates best-of-breed platforms, including Salesforce Commerce Cloud, Salesforce Marketing Cloud, and NewStore OMS and mobile POS – all selected for their scalability, flexibility, and capability to capture first-party customer data across key touchpoints.

With Salesforce Commerce Cloud at the core of the new e-commerce platform, GANNI can now efficiently fulfill online sales across 33 markets, each fully localized. The chosen capabilities of the platform let GANNI work flexibly with curating the design and merchandising enabling a tailored customer experience.

Omni-features empowering customers and employees alike
The new setup has also introduced a range of convenient omnichannel features like endless aisles, ship-from-store, and click & collect, ensuring a smooth customer experience across online and offline channels.

Take for example the ship-from-store feature – which in the US market alone contributes to 25% of all online revenue. Not only does it optimize efficiency, reduce the risk of dead stock, and increase customer satisfaction – it also encourages in-store visits, allowing staff to build brand loyalty and promote additional sales.

Moreover, the omnichannel capabilities are a very effective way to clear out warehouse stock and provide customers access to the exact size they are looking for across warehouses and retail inventory. This is especially important for GANNI, as their products are high-end fashion, and most often not re-stocked, but released in a “drop” manner, making their design pieces “limited editions”.

AI-driven product enrichment
Since GANNI has frequent product releases each month including collaborations with other fashion brands, the efficiency of product launch was a key element of the solution. By implementing an AI-driven product description and translation engine, GANNI can now enrich its descriptive product information and translate it into six languages more effectively. This helps optimize internal processes, speed up time-to-market, and provide GANNI’s customers with compelling product information.

Balancing brand feel and website performance
In early 2023, GANNI kicked off an extensive data-driven, e-commerce optimization program that works across platforms, content, products, and customer data insights to increase revenue and enhance the customer experience even further.

GANNI and IMPACT Commerce are collaborating extensively on disciplines like conversion rate optimization, site speed optimization, and optimization of revenue from organic traffic. The result is a top-performing e-commerce solution that combines high-end fashion design, brand feeling, and high conversion rates.