Defining the Saint Laurent Experience

SAINT LAURENT

Francesca Danzi worked in partnership with Smith&co on the redefinition of the Saint Laurent Experience between 2017 and 2018, co-creating with the brand senior leadership team headed by Francesca Bellettini. 

Saint Laurent was performing extraordinarily well in a market of mixed fortunes. Their challenge wasn’t with competitors but rather to use their position of strength to improve customer conversion (circa 5%), increase cross-sell (circa 9%) and increase retention of the 80% of new to the brand customers, while becoming attractive to the customers of tomorrow.

CHALLENGE

STRATEGY

  • Understanding why conversion was low

  • Defining cool as it related to Saint Laurent

  • Refining the Saint Laurent Customer Experience

  • Engaging the retail leaders and teams

  • Achieving a positive ROI

OUTCOME

The assessment was followed by a Customer Experience Visioning Workshop and opened the way for a broader collaboration with the brand  around their customer and clienteling strategy.

Laying the Foundation for Digital Transformation

Shifting mindset from Transactions to Relationships

Driving Growth by thinking Customers rather than Cases