Member Article

Leica partners with Cegid to focus on enhanced customer experience

Premium international camera and sport optics manufacturer, Leica Camera AG, will upgrade its digital infrastructure across its global store estate with the implementation of a cloud-based omnichannel retail solution from Cegid.

With a global presence, operating over 75 stores in 15 countries, including Germany, France, UK, China and the US, as well as an international network of 140 shop-in-shop format Leica Boutiques, Leica looked to the cloud to deliver a solution for integrating its store network onto one platform to provide a single view of the customer and inventory in order to drive even greater customer engagement.

Following a rigorous selection process, Leica chose Cegid’s cloud-based omnichannel retail management software (Yourcegid Retail), having been impressed by its global capabilities, 24/7 international support and extensive experience in providing solutions for premium brands.

By providing a single view of customer and inventory data, Cegid will enable the business to deliver a more personalised and consistent level of in-store service across its international estate, as Helmut Heier, Head of Retail at Leica, explained:

“Our customers are passionate advocates of photography and expect an immersive brand experience in our stores that blends technical knowledge and operational expertise with inspiration and an artistic understanding of capturing a good shot. So our store staff have to be able to fulfil this complex dual role to deliver the premium level of bespoke service our customers have come to expect from their Leica shopping experiences.”

“The solution from Cegid will allow us to unify our store systems on one platform,” Heier continued. “This will not only provide consistency in terms of a single view of stock and customer data, but, because of Cegid’s global experience, it will also allow us to centrally deploy the system whilst guaranteeing compliance in each market.”

Starting with a pilot in the head office store in Wetzlar, Germany, the roll-out plan will see all of Leica’s owned stores migrated onto the new system in the next 18 months.

Looking ahead, Leica is planning to introduce Cegid’s mobile clienteling solution into its store network, to empower its staff and provide an even more personalised in-store experience. With 360° customer data at their fingertips, their in-store teams will be able to view previous purchases, monitor social media interactions, previous abandoned purchases, and suggest additional services or complementary products via the full digital catalogue. Crucially this leads to centralised customer data for more efficient management, encourages loyalty and increases sales opportunities.

As a brand that champions the output of its cameras, often incorporating gallery spaces or photo books in its stores to showcase the beauty of the images captured using Leica products, the mobile clienteling solution will enable smaller-format stores to showcase an array of inspiring imagery on a digital platform.

Sylvain Jauze, Director of International Operations, Cegid, said: “We’re delighted to be helping an iconic brand such as Leica unify their systems and deliver even greater customer-centricity as it moves to the cloud. The solution will enable the brand to deliver rich, relevant and seamless omnichannel experiences across its global business.”

This was posted in Bdaily's Members' News section by Tim Barton .