Elisabetta Franchi, one of the top brands of Made in Italy for women’s fashion.
An omnichannel strategy to improve the brand awareness and gain market share in the United States.
1/6 Elisabetta Franchi
Elisabetta Franchi is an Italian women’s fashion house. Since 1998, it has been attracting customers all over the world thanks to its unique style, quality and attention to detail.
The brand always takes an innovative, cutting-edge approach, including on the digital front. In 2015, it started working in partnership with FiloBlu, with the aim of developing its online business on a global scale.
2/6 Project timeline
In 2015, the burgeoning partnership between Elisabetta Franchi and FiloBlu produced concrete results in the shape of a new website offering an unprecedented shopping experience. It was based on Magento 1 EE and focused on the Italian market. In the following two years, the main emphasis was on developing a business plan that was in keeping with the retail activities and drawing up a sales and marketing strategy to promote growth of the online business in Eastern Europe.
In 2017, a new online shop named “Elisabetta Franchi Outlet” was launched to sell the brand’s past-season collections.
In the same year, two more important initiatives were carried out: multi-stock warehouse management with real-time product availability systems for both e-commerce and brick-and-mortar stores, and integration of the online shop with Commerce Intelligence, which is FiloBlu’s business intelligence suite.
3/6 New shopping experience
The launch of a new Elisabetta Franchi website featuring redesigned graphics and technology. The goal was to step up the pace of the internationalization process, starting by boosting brand awareness and increasing the market share in the United States.
4/6 New technological developments
The website at elisabettafranchi.com was produced on the Magento 2 EE e-commerce platform, which boasts innovative features to boost user engagement, optimize integration between e-commerce operations and brick-and-mortar stores, and provide an increasingly tailored service.
The “out-of-stock notification” system informs Elisabetta Franchi customers when items are available once again in their chosen size and colour. From an omni-channel point of view, on every product profile on the website, it is now possible to get up-to-date details of availability not only online but also in Elisabetta Franchi brick-and-mortar stores. Furthermore, in order to promote ever greater communication between the brand’s online channel and its offline network, a loyalty scheme has been integrated in the system. It enables the platform to recognize Elisabetta Franchi Black Card holders and offer them the same exclusive services as in the boutiques.
5/6 Fusing communication and sales
The focus is on not only technology but also brand image and communication. Inspirational pictures offer an ideal way to showcase the collection while also letting customers select and buy products in just a few clicks.
In order to draw in customers and boost engagement and loyalty levels, a large, dedicated corporate section has been specially designed. It contains a wealth of news items about the Elisabetta Franchi brand and world. Two Social Walls have also been included in this section: one for Instagram content associated with the brand’s official channel and one for the #EFlovesanimals initiative.
6/6 Commerce Intelligence for Elisabetta Franchi
Further business developments are underway thanks to the integration of Commerce Intelligence: FiloBlu’s business intelligence suite, which collects, monitors and analyses performance data from all of the brand’s sales and marketing channels worldwide. The system and the associated working method put data analysis at the heart of the brand’s strategy, so that objective-based assessments of results can be carried out in real time.
In order to make even more effective use of the data collected by the Commerce Intelligence suite and put the findings into practice, the Elisabetta Franchi e-commerce platform utilizes Google Cloud technology to integrate the analytical data that Google gathers from Machine Learning and Artificial Intelligence systems.