Summary
The history of Moleskine begins with a little black notebook: its unique rounded corners, elastic closure and expandable inner pocket bring back to life a legendary notebook used by great artists, writers and thinkers over the past two centuries, such as Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin.
This is how we supported Moleskine on a journey to multicanality, accelerating the digital transformation over more than 36 countries improving the customer experience in a client centric perspective.
Our role
UX / UI design and creative concept
Web marketing management
Platform implementation and integration
Full Ecommerce services set-up
Management and maintenance
Results
The new ecommerce allows Moleskine to describe the product and strengthen the relationship with the customer also thanks to the customization process, with which the user becomes co-creator.
The migration with a Cloud platform has given excellent page load results allowing to handle also high traffic volumes and, thanks to the scalability, it has considerably speeded up the businesses opening in new target markets.
Marketing Results
Solution: what we have done
A cutting-edge design concept
To express creative and unique brand identity the new Moleskine website has been redesigned through iconic elements and communication spaces to describe the product: thus the landing pages and editorial content areas, strengthening the brand–consumer relationship were introduced.
To enhance the user’s experience, the new website was designed mobile first and SEO friendly, according to the customers habits studied during the early planning phase.
“A cultural icon to undertake a journey into art, literature, knowledge and geographical exploration”
YOUR PERSONALITY
On a path towards a multi-channel experience, the ecommerce website has become a great strategic value asset, allowing a direct and timely communication with customers. Moleskine was looking for a new concept to support the brand positioning and to improve the mobile experience, besides a strategy for the global business growth in more than 36 countries.
“Extremely intuitive, extraordinarily personalized”
This choice allows the customer to play an active part in the buying process and to become co-creator of his object of desire.
Navigation optimized
for every device
To improve the consumer experience means to optimize purchasing on all digital devices. To address these needs we drastically reevaluated customer’s path to purchase a product and redesigned the relevant flows, particularly for mobile surfing.
Online catalog – A new way to navigate
After a careful analysis of users, their habits and cultures, the catalog and taxonomy were reorganized, to respond to SEO-friendly preferences.
Logistic Hubs
A network of warehouses represented in the three primary geographical areas guarantee the brand a global presence.
4 Logistic Hubs
EMEA, USA, APAC
Customized user experience with the Marketing Automation
To launch and support the new ecommerce, a strong online marketing strategy, aimed at achieving business objectives in the reference markets, has been put in place. In order to attain this goal, promotional campaigns were used on the main online advertising platforms and the new email marketing application was launched through Responsys, the extension of Oracle for marketing automation. A special algorithm simplifies sending newsletters and DEM, allowing in a single step to forward the contents in different languages that will be then sorted according to the geographical area of the recipient.
The user experience is becoming more and more personalized thanks to content and promotions made in accordance with the consumer habits.
7 months, a global project
Via a digital strategy structured by geographical area, with the launch of the 36 stores, the opening of the warehouses and other business-related services. Moleskine project was set up in just 7 months.
A full outsourcing solution
Logistics
Management of 4 warehouses on 3 continents (EMEA, USA e APAC) Shipping management and product customization in the warehouse.
Digital Marketing
Multichannel performance management (machine learning bidding optimization, dynamic retargeting, email marketing automation, affiliation channels in 10 countries).
Maintenance
Support and management of the Oracle Commerce Cloud Platform. Continuous improvment of the product with constant updates and monitoring.
Customer Service
With six languages (IT, EN, DE, FR, ES e RU) managed by telephone, contact form and chat, with telephone contacts for each country and return management, refunds and reporting.
Store Management
Merchandising management on 3 continents with content and promotions personalized for each Country. Coordination of activities to achieve the budget and reporting of BI and financial. Overview operation facilities.
Invoicing
Tax management and sales invoicing differentiated for each country and currency, with adaptation to local regulations in force. Periodic administrative reporting for all reference areas.
Moleskine about its experience
Watch the video and find out how we supported the brand on its path to digital transformation.
Forbes says
A leading American magazine dedicated an article to this project thanks to its innovative content.
Awards
WINNER – Best B2C Commerce Experience 2018
Special Kudos – CSS Design Awards