Brick and Mortar Store
The Gucci brand image and exquisite quality attract affluent consumers and the locations of the stores help achieve this. The stores are an extension of the brand thus they are strategically located in expensive fashion-adorned streets like 5th Avenue in New York City. The window displays are attractive and elegant, the interior of the stores under dim yellow lights exude elegance and a peaceful atmosphere where guests can easily browse and walk, reminiscent of an art gallery. The sales people are poised and dressed in forever-elegant black attire, attentive but not pushy, just ready and willing to help at your request. All that rich experience at their retail stores adds to the prestige and exclusivity of what the Gucci brand is today.
Much of the store is dedicated to handbags; it is definitely a focal point. Mirrored framing, grabbing the light and your attention, outlines the shelves that the handbags are placed in. The product stands up tall directly in the center. Several handbags are in a glass casing, protecting the product from any possible damage. The items look so rich and luxurious. In some sections, there are added merchandise, such as shoes, that match the handbag. This guides consumers with their purchase decisions.
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Multichannel Marketing Concept
Select Gucci stores uses Apple iPhone 4S devices that contain a mobile point-of-sale program that lets employees process sales, email receipts to customers, access the Gucci Style app and use a translator and currency converter on the spot. The brand is slowly implementing the app in select branded stores in the United States, Europe and Asia.
Gucci is implementing its mobile initiative to improve the overall shopping experience and assist its employees in better serving consumers. Sales associates are now able to spend more time on the sales floor and assist consumers with company support at-hand. This mobile program is a move towards the removal of traditional cash registers.
Gucci.com
Gucci.com design is clean and sophisticated with gold and brown color pallet, which is consistent with the design of the stores. The beautiful and high qualities of the photographs are reminiscences with the window displays at the stores. We can see that the handbags are also a focal point of the website because it’s the first product advertised on the homepage and the first product listed under women’s tab. There is no music on the website. There are many advantages of shopping online at Gucci.com. Customers can read about the history of the brand and watch videos about different Gucci icons, which is not available at the stores. The only disadvantage of shopping at Gucci.com would be not having a physical personal shopper to guide you through you purchase.
- Enhanced Navigation
- Cinematic Imagery
- Rich Content Environment
- Integrated Social Network
"Gucci, a pioneer of the luxury online shopping experience since 2002, is pleased to announce the opening of the world's first luxury digital flagship store at gucci.com. Following an 18 month architectural renovation under the direction of gucci creative director frida giannini, the new online retail destination takes advantage of the most innovative technologies available today thereby seamlessly integrating rich content, shopping and social networking to provide the site's monthly 2.5 million unique visitors with an aesthetic and customer-oriented experience that replicates the one they have when entering a gucci signature flagship store in rome, new york, london or shanghai."
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