Digital Audit of Gucci & How to Generate Engagement and Retention. (2017)

1. GUCCI

2. BRAND
BACKGROUND

3. 3
Guccio GucciFirenze1921 Timeless Exclusive Innovative Modern

4. Part of Kering since 1999
Marco Bizzarri is CEO since 2014
Alessandro Michele designer since 2015
his style is «romantic and exuberant»
Leather goods represent more than 50% of
turnover.
Gucci Today

5. Key Figures

6. Lyst Index

7. Personnality
Sophisticated, cool,
creative, audacious,
authentic, innovative,
distinctive
Reflect
Youth, Openness, Free
Singular, vintage but
modern
Relationship
confident, influential,
proximity, interactivity,
personalization
Physical
floral, green and red, leather
Culture
Italy,Art, Renaissance, Know-how
Mentalisation
"I am different and I
assume it".
Brand Identity

8. 8
DNA
Italia
Sophistication Romantisme know howInnovative charisma Floral Modern Gold « Toile diamant »

9. 9
Brand Moodbard

10. 10
Consumer Moodbard

11. Stores
2 Flagships, 20 selling points in Paris , 520 stores worldwide

12. Customer Relationship Management
Newsletter
Complimentary gift wrapping
Find-in-store option
customer service via phone and e-mail shipping

13. SITE ET E-COMMERCE
AUDIT
DIGITAL
DIGITAL MARKETING
MOBILE ET TABLET
SOCIAL MEDIA

14. WEBSITE

15. Website

16. E-commerce & Omnichannel

17. Launched in 2002, relaunched in October
Lot of interactivity and content, mostly gifs and videos. Different views while looking at a product.
Load time is not perfect
Easy to shop: Search tab, Different categories, Filter by size or color, Quick View, Sizing guide, Estimated shipping
dates, possibility to nearest store where the product is available
Customer Service: Contact us, FAQ, No live chat, Store locator with geo localisation and map, Free returns, gift
wrapping
Website

18. Other Website founded by Gucci

19. Website

20. DIGITAL
MARKETING

21. Digital Marketing - Web Trafic

22. Digital Marketing - Traffic & Search

23. Web Advertising
No banner
Not much Web advertising without on the web site because the main strategy of the brand is on Social Media.
but on the Web site they create short movies to promote the collection and they created « the Agenda »

24. 24
Earned Media

25. The Newsletter is regular
And the purpose is to be apart of the Universe
Emailing Marketing

26. MOBILE
&
TABLET

27. Smartphone - « Mobile-Friendly Test »
Compatibility

28. Geolocalisation
Smartphone - Website
Drive to Store

29. Smartphone - Mobile Features Set
Gucci Appgucci.com
Digital Gucci Museo

30. Tablet - Compatibility
CompatibilityUI/UX

31. Tablet - Optimization for touch input
Automatic personal datas No appropriate Keyboard

32. Tablet - Persistence Cart
Add Disconnection Still Added

33. Mobile Search - « Above-the-fold »
Ergonomic Strategy
Smart Scrolling

34. Mobile Apps
28K Users Big Datas

35. SOCIAL
MEDIA

37. Social Media
Worldwide sentiment perception for Gucci on social media
Mentions Mentions over time

38. Facebook

39. Reach Engagement Responsiveness
Support of native video format, Call-to-action buttons
Native video format
Call-to-action buttons
In October
Facebook

40. Instagram

41. Products, Gifs, Videos, Illustrations
41M #Gucci mentions
Innovative communication
Social commerce initiatives ???
Instagram

42. YouTube

43. Brand search visibility, Viewership, Channel Experience,
Performance & optimization of most viewed content
Good search visibility (channel number 1)
Fashion shows, accessories, Beauty, Fragrances, Eyewear,
Jewelry & Timepieces, Special projects, 4 rooms.
Experience: 360° Video
Content is optimized (480p)
YouTube

45. Twitter

46. Post frequency: Average 1-5 per week
#GucciGift 967 Tweets last 7 days (21/11) - 613 People participated
#GucciCruise18 - 995 Tweets - 702 People
Video perfectly integrated
Twitter

47. Emerging Platforms
115K Followers 4M Followers

48. Audit Digital
GENIUS 140+
Digital competence is a point of competitive differenciation.
Creatively engineered messaging reaches on a variety of devices.

49. Objectives
Create a short-term, unexpected,
instagrammable and memorable experience.
Engagement
Keep up from our core target consumers, the
millenials.

50. ACTIONS
Click & Collect
Phygital experience

51. Click & Collect
Introduce the Snap Click & Collect for selected items
Check the availability in store and pick it up within 2 hours

52. Pop Up
The consumer must flash the code on a print ad via the
Gucci App in the street.
This will redirect him to a simple game on the App and
allow him to have access to the instagrammable pop up
This practice will allow us to have access to his data and
personalize his shopping experience
Hong Kong
Los Angeles London Paris Firenze
New York

53. Exclusivity
Create a T-shirt customization corner in shop
Design it on a tablet and get it 5 minutes later
Patch made by artists
Accessories in limited edition
Collaboration with artists from the city

54. COMMUNICATION
Use word of mouth and digital buzz
Communication only via Social Media and
particularly Instagram where the brand is one
of the best players in the luxury industry.
Pictures, Videos and gifs of the print ad to
flash will be realized by artists and spread on
the Internet and social media by influencers
and followers.
#WhereisGucci

55. T H A N K
Y O U

56. Bibliography
The digital strategy driving Gucci growth https://digiday.com/marketing/digital-strategy-driving-guccis-growth/
Chanel and Gucci Rank Highest Luxury Brands on Social Media https://www.luxurysociety.com/en/articles/2017/09/chanel-gucci-rank-
highest-luxury-brands-social-netbase/
Old World Luxury meets digital marketing https://medium.com/rta902/gucci-old-world-luxury-meets-digital-marketing-e427df076bc7
The top 10 brands using digital best https://www.launchmetrics.com/resources/blog/top-ten-brands-using-digital-best
Gucci Gone Meme: The Luxury House Throws us a Curveball https://blog.dashhudson.com/gucci-meme-luxury-brand-instagram-
marketing-content-strategy/
TalkWalker.com
Similarweb.com
Keyhole.com
Unmetric.com
TweetBinder.com
http://www.leluxeestvivant.com/leblog/gucci-premier-de-la-classe-digitale
https://www.seeo.fr/blog/referencement/385-4-outils-pour-tester-la-compatibilite-mobile-de-son-site/
http://uk.fashionnetwork.com/news/Gucci-launches-mobile-travel-app,852064.html#.WhUx0rjfvmo
https://search.google.com/test/mobile-friendly?id=jdnPxSDrru5yDmwnWb6i0w