What do luxury giants prioritize in eCommerce? I analyzed the open digital positions across major luxury giants (Hermès, LVMH, Kering, Richemont, CHANEL, Prada Group) and detected the key activities they focus on.
In order to provide relevant e-commerce consulting, I not only track customer paths across different brands and e-shops, implement and test ideas into my own store, 2Jour Concierge, and keep track of the dynamics and priorities of my clients and the market players.
The other day, I reviewed all (I mean it:-) the digital positions on job boards and compiled the information of what is prioritized in these job descriptions.
This summary may serve as:
a roadmap to help identify which areas in digital and e-commerce are receiving the most attention from the market leaders
for determining which areas may need more focus based on current industry practices
Key focus areas:
1. e-Commerce operations & optimization
managing online sales channels, driving business growth
overseeing product availability, order fulfillment, and performance
implementing and optimizing omnichannel strategies to enhance the customer journey
managing payment platforms, ensuring fraud prevention, and compliance (this is a separate position at Prada Group — I assume there were issues with online fraud)
2. Digital marketing & content management
managing digital marketing campaigns, both paid and organic
managing social media accounts and digital content
creating content strategies and managing websites, microsites, and online platforms
conducting competitive analysis and benchmarking
3. Customer experience & engagement
managing customer interactions across multiple touchpoints, improving user experiences
enhancing post-purchase experiences and customer loyalty programs
managing customer service interactions and resolving issues
4. Data analytics & reporting
analyzing KPIs and performance data, and developing reports
using data to identify opportunities for business optimization
sharing insights and implementing data-driven strategies
5. e-Commerce & digital strategy
defining digital and e-commerce strategies, including market prioritization
collaborating with teams on market-specific strategies
monitoring digital trends and implementing innovations
6. Product & catalogue management
coordinating product catalog management, including updates and digital product representations
supporting product launches and managing digital product content
managing digital pricing strategies
Despite the opportunities, the scale of these companies may work against them. Have you heard the expression 'the elephant in the china shop'? Many strategies have gaps due to the lengthy process between problem escalation and resolution, caused by the complexity of fast implementation and multiple approvals.
Additionally, some areas are completely overlooked. Which one? Stay tuned for the next update.