Fashion meets tech: GANNI's journey to omnichannel excellence
Explore how GANNI is redefining fashion retail with a pioneering digital strategy, integrating best-of-breed technologies for a market-leading omnichannel experience.
annual online growth over the past 3-4 years
of online revenue from exports in 2023
increase in online conversion rate in the second half of 2023
of online revenue growth from ‘ship-from-store’ and ‘pick-up-in-store’ in 2023
increase in customer satisfaction in 2023 (from 76% to 83%)
improvement in-store inventory accuracy with RFID
GANNI, a renowned Danish fashion brand, has rapidly scaled its presence to become a global omnichannel leader, recognised by TIME Magazine as one of the world’s top 100 most influential companies in 2023.
When GANNI and IMPACT Commerce initiated the partnership in 2017, the goal was to digitally transform GANNI into “a tech company that does fashion”, enabling truly excellent customer experiences at every touch point.
Targeting a customer base referred to as “GANNI Girls”, mainly consisting of Millenials and Gen Z digital natives, GANNI’s strategy focuses on creating a cohesive omnichannel experience that bridges the online shopping experience with GANNI’s retail stores and inventory.
The result is a platform that integrates GANNI’s physical stores with its online channels, offering extensive omnichannel features that deliver seamless, reliable and engaging customer experiences, combining the convenience of online shopping with the tangible benefits of physical stores.
BEST-OF-BREED COMPOSABLE SETUP
Based on comprehensive customer insights, we implemented a digital commerce architecture that integrates the e-commerce website with best-of-breed platforms, including Salesforce Commerce Cloud, NewStore OMS and mobile POS, Bloomreach Marketing Automation and CDP – all selected for their scalability, flexibility, and capability to capture first-party customer data across touch points.
With Salesforce Commerce Cloud at the core of the new e-commerce platform, GANNI efficiently fulfills online sales across six languages and 33 markets, with more than 25 different payment methods and 50 different delivery options.
And with 85% of the total revenue being generated through orders from export markets outside Denmark, it’s safe to say that GANNI is succeeding in its global expansion ambitions.
I’ve been working with IMPACT Commerce for nearly two years, and I truly feel they are an extension of our team and part of the GANNI family; they genuinely understand our DNA. I appreciate how collaboratively we work together, continuously improving our processes and ways of working, always focusing on delivering best-in-class solutions for our customers.
OMNI-FEATURES THAT CUSTOMERS AND THE BOTTOM-LINE LOVES
GANNI’s setup offers a range of market-leading omnichannel features such as endless aisles, ship-from-store, mixed cart, and click & collect, ensuring a smooth customer experience across online and offline channels – and it shows on the bottom-line.
Take for example the ship-from-store and pick-up-in-store features contributed 33% of all online growth in 2023. Not only does it optimise efficiency, reduce the risk of dead stock and increase customer satisfaction – it also encourages in-store visits, allowing staff to build brand loyalty and promote additional sales.
The setup also enables cutting-edge clienteling features, introduced in August 2023. This empowers store associates to communicate directly with customers via text messages, such as follow-ups on store visits, referred to as “abandoned fitting room”.
Customers who receive a direct text follow-up from store associates after using fitting rooms have a 48% conversion rate, completing their store visit by making an online purchase. In the stores that have implemented this feature, it currently drives an impressive 9% of the total store revenue.
With more than 50 drops, new brand collaboration releases, and seasonal product launches annually, the efficiency of product launches was a critical element. The online platform must empower a relatively small team to launch product and brand updates with very high frequency and efficiency.
By implementing an AI-driven product description and translation engine, GANNI can now effectively enrich descriptive product information and translate it into six languages. This speeds up time-to-market and ensures customers receive compelling product information promptly. It also allows GANNI to curate design and merchandising flexibly and efficiently, offering a tailored customer experience with continuous product and brand updates.
BALANCING BRAND FEEL AND CONVERSION
GANNI is continuously optimising the customer experience for GANNI Girls worldwide by striking the perfect balance between peak website performance and that high-end fashion brand feel.
The result is a top-performing global e-commerce solution that seamlessly combines high-end fashion design, brand integrity, and high conversion rates.
For example, conversion rate optimisation led to a 15.6% increase in the conversion rate in the second half of 2023 compared to 2022.
We initiated our CRO track 18 months ago, generating significant value for both our business and customers. The track has evolved substantially since the launch with new processes, reports, and ways of working.
Boosting efficiency and reducing waste
The new setup doesn’t only benefit the customers – it also makes life easier for the GANNI employees and contributes to a more sustainable bottom line.
Thanks to NewStore mobile POS, store associates can effectively handle sales, returns, inventory management and capture customer first-party data – all with a simple mobile POS on an iPhone.
For instance, inventory management has been streamlined with the use of RFID scanners, enhancing inventory reliability, saving employee time and upping fulfilment rates and accuracy.
This feature also facilitates efficient stock clearance and provides customers with access to the exact sizes they need across all inventory. This is crucial for GANNI’s high-end fashion products, often released in limited edition drops, ensuring that as many items as possible are sold to minimise waste – benefiting both the bottom line and the environment.
IMPACT Commerce has been GANNI's systems integrator and e-commerce consultancy since 2018. Together, we've grown from a single entity to a global e-commerce operation with multiple sites and warehouses. IMPACT Commerce's team includes some of the best engineers I've worked with, and their deep understanding of what drives our business keeps them relevant to us even after seven years.
THE OMNICHANNEL SUITCASE: OMNI-FEATURES ON THE GO
With the flexibility and stability of the Omnichannel platform that IMPACT helped integrate and create, GANNI is now able to create state of the art projects within Omnichannel. The Omnichannel Suitcase is a great example, being simple but yet full digital set-up for a regular GANNI store, yet compact enough to fit into a single suitcase.
The Omnichannel Suitcase gives GANNI the ability to set up a full-fledged omnichannel store, complete with all the regular omnichannel features its customers know and love, anywhere in the world.
This means that GANNI can always deliver a seamless omnichannel experience wherever its customers are: from pop-up shops to events, to festivals.
MEASURING SUCCESS WITH A STATE-OF-THE-ART TRACKING SETUP
A fundamental part of GANNI’s omnichannel strategy is to be data-driven: measuring, learning, and making decisions based on data – all while meeting the highest standards for data ethics and responsibility.
Together, we developed an innovative tracking setup using IMPACT Commerce’s Hybrid Tracking Solution, designed to ensure high-quality data while maintaining user privacy.
With features such as a completely new data layer, a proxy server, and server-side tracking, GANNI can uncover new user behaviour insights used to continuously optimise conversions and gain full control over data sent to third parties for the highest level of data security and user privacy.
TECH STACK
Want to elevate your omnichannel strategy?
Reach out to Janus. He’ll share his expertise from working with GANNI and several other successful omnichannel projects.
