Montres and Co: the evolution from pure player to omnichannel retailer
The cooperative group Synalia and its independent jewellery and watch brands, Julien d’Orcel, Guilde des Orfèvres and Montres and Co, have accelerated their digital transformation by implementing the OneStock Order Management System (OMS).
We take a look back at Montres and Co’s transition from a pure player to an omnichannel retailer to cope with changing customer behaviour – with the help of OneStock OMS.
From pure player to omnichannel retailer
Created in 2007, the watch website Montres and Co merged with the network of shops Heure & Montres in 2017. For Heure & Montres, which did not have a website, the acquisition of an established e-commerce platform represented a real opportunity to stand out from its more traditional competitors. Its points of sale could now rely on an ultra-powerful online catalogue and offer a wider range of products than those usually available in-store. For Montres and Co, the marriage with Heures & Montres has brought a real guarantee of credibility.
A complete omnichannel strategy for Montres and Co, starting with Click and Collect
Bringing its omnichannel strategy to life through its ‘Phygitalia’ project, Syanlia has always been intent on never denying the unique identity of each of its independent stores. The stores play a full role in the customer’s shopping experience and the website is intended to work for the stores. Between a desire to share wealth and to respond to customer needs, the implementation of unified commerce with OneStock OMS was obvious.
It is therefore with the aim of responding to the new needs of customers and promoting the shops via digital, that Montres and Co began its omnichannel transformation with the implementation of standard Click and Collect and 2-hour Express Click and Collect. Since launch, the share of turnover achieved through Click and Collect has increased from 5–10% to 15–20%.
The challenge of omnichannel development
Beyond the technical aspects of such a project, one of the biggest challenges for the cooperative was to ensure each store and employee considered the website as an ally and no longer as a competitor. A nationally recognised website gives credibility to the salespeople in the eyes of the customers, and this change of attitude has been achieved through numerous discussions between the members of the cooperative and the creation of a common commercial policy.
With a network of independent stores, another challenge was to get the employees on board – to train them and help them take on board all the tools offered by OneStock. Montres and Co set up video training, a start-up kit explaining the Click and Collect process in detail, a PDF manual and a sales tablet to help the teams adopt the OMS.