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Camomilla Italia is a leading Italian fashion women apparel brand with a retail network of over 200 direct and franchise stores throughout the length and breadth of Italy. The brand specialises in contemporary ladieswear, as well as accessories, bags, and shoes, and ships from their online store to over 30 countries in Europe and beyond.
Camomilla wanted to implement omnichannel for the business, to give their customers the option to buy online and collect in-store, as well as synchronise their loyalty program ‘The Lover Card’ so that shoppers could accumulate points and redeem them against products, no matter what way they shop.
It was vital for the customer experience to be consistent and seamless for online shoppers, considering the unique blended model of direct and franchise stores.
12 weeks
to go full omnichannel
8%
of revenue
now comes from click and collect
14%
of all online orders
are now click and collect
Camomilla Italia’s loyalty program - aka ‘The Lover Card’ ensures that all promotions for apparel are regulated, and specific promotions appear for specific users.
Two price lists appear for all items in the online store – one for users who don't hold a 'Lover Card', and a discounted price for cardholders. In order to enable this feature, two price lists had to be imported into the platform. This ensured that both prices appear for users on product pages – a strategic incentive by Camomilla Italia to encourage shoppers to join the loyalty programme.
Once a user signs up they are placed into a ‘user cluster’. Each cluster is categorised and imported through the Kooomo platform, where rules determine what promotions are triggered.
‘Lover Card’ points were synchronised so that customers can redeem points against purchases online as well as in-store.
Camomilla Italia wanted to offer their customers an omnichannel experience in every sense of the word. That meant synchronising stock from all warehouses as well as all retail stores.
The project had an added layer of intricacy due to the fact that over half of their bricks and mortar stores are franchises. Therefore, the development team in Kooomo further developed the process of automatically importing and migrating all data from Camomilla’s ERP to the Kooomo platform to facilitate a full omnichannel offering.
Camomilla Italia’s customers now have the ability to:
Check stock availability:
Shoppers can see the number of units that are available for items in any store in the entire Camomilla Italia network. Real-time synchronisation means that stock is automatically replenished as orders are placed online.
Click and collect:
Within two hours of placing a click and collect order, shoppers receive an email alert to collect their items at a nominated store. Customers also now have the option to collect their online order at a particular access point (e.g. post office, convenience store) if they aren’t based near a Camomilla Italia location.
Order online, return in-store:
Customers can order online and return in-store, buy in-store and return by post, or even make a purchase in-store through a POS system and have it delivered to a location of their choice.
