Louis Vuitton’s latest initiative


Louis VuittonLouis Vuitton has begun trialling a new initiative throughout its flagship stores in Australia.

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A soft launch of a click and collect service began last week, almost a year after first launching e-commerce in Australia, with the LVMH- owned brand eager to catch up to the likes of Burberry in the online space.

Although a dominate player in the local luxury market, with 10 flagship stores, Louis Vuitton’s digital and e-commerce rollout has been relatively slow compared to its competitors, especially in Australia, which was one of the brand’s last markets to launch a transactional website.

Thomas O’Connor, supply chain manager for Louis Vuitton Oceania, told Inside Retail PREMIUM that between six and seven per cent of online orders were click and collect in the trial’s first week.

“The market has shown us that there is interest in [click and collect],” O’Connor said.

“We’re putting it out to market and saying that it is available, but with most of our launches like this they are almost all soft.”

Louis Vuitton’s Australian website offers standard, overnight, and same business day delivery options, however, O’Connor says “being able to expand that service offering is really the key challenge for us”.

“For us, mail order telephone sales are significantly more advanced than what we’re able to offer via our online channels currently.”

According to O’Connor, the majority of Louis Vuitton’s clients in Australia are within 25km of store locations, with online orders significantly higher in states that have bricks and mortar stores.

This story first appeared in Inside Retail PREMIUM issue 2032. To subscribe, click here.


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