*Retail* – From physical to digital, and back…

In 2000, I was appointed « Internet Director » of Cartier. I smile each time I recall this title… « Internet » was still this new thing, especially in luxury, everyone was trying to figure out what to do with it. In 2001, we issued a strategy called « Cartier @ Net Speed », getting the Maison prepared for the revolution. Starting with the branding and communication components.

In 2006, back from my Singapore days, with another funky title, I was asked to lead the launch of Ecommerce, at last ! Which we did in 2008. www.cartier.com became merchant. The start of a fabulous journey that led Cartier to realize an important portion of its business on this channel.

Then came CX, BR, SEO, SEM, OMS, CTR, AOV, CPC and CPM, ROAS and CAC, PCI, AR, VR, and more lately, NFT… You got them all, my friends ?

True omnichannel became the new graal, every brand ambassador became a fully connected point-of-sale by himself, Ecommerce was gradually complemented by mobile shopping, social shopping, relational shopping, not to forget virtual shopping on the metaverse…

Brands were created 100% online. Jumping on the massive opportunities the digital world is offering. DNVBs have multiplied and flourished. Raised billions. Mastering the monster !

And then came…. the big epiphany. That boutiques, you know those spaces where a real human being can physically welcome and serve another real human being, are actually necessary, for many. Because that’s where, most of the times, the magic happens. Human connection. Experience. Emotion. Touching, trying, feeling. Real life.

We live extraordinary times where digital brands are discovering physical retail, at the same time when traditional retailers are building their omnichannel. Coming from two opposites parts of the spectrum, meeting in the middle. This is what we, at Abbey Road Advisory, love to do with our clients. Supporting both journeys, one way, and the other. Because we know both.