Bulgari has developed a new online shopping experience. For this, the Italian jeweler worked together with Tmall Luxury Pavilion, the luxury marketplace of the Chinese online giant Alibaba.
Since 2020, TMall has been attracting the big names in the luxury industry with its “Luxury Pavilion”. The marketplace is particularly impressive thanks to its VIP concept, which only grants access to certain brands. These establishments particularly valued the platform’s ability to significantly improve the shopping experience of prestige products in an ecosystem that digitally transmits the exclusive image of the establishments: the brands have full control over their showcase, the content is personalized.
In China, the luxury market has grown exponentially over the past five years despite the health crisis, confirming its status as a leading luxury market. The lion’s share of customers consists of young, ultra-connected consumers, but also consumers from smaller towns who shop via the digital channels. Jean-Christophe Babin, CEO of Bulgari Group, said in a statement: “E-commerce platforms are becoming an important touch point, both for communication and for sales”.
Tmall Luxury Pavilion offers new features for e-commerce – including “innovative flagship stores” that aim to offer an immersive shopping experience through a minimalist user interface combined with the typical brand aesthetic.
“TMall Luxury Group aims to help Bulgari accelerate its digital transformation”
The new digital experience of luxury is set to evolve rapidly through new features built on user opinions and behavior, and include exclusive projects such as digital jewelry exhibitions. “The new concept aims to meet the needs of consumers who are looking for an authentic, immersive and deeper experience of luxury homes,” said Janet Wang, Vice President of Alibaba’s B2C Retail Business Group in a statement. To support Bulgari’s digital transformation, highly specialized solutions will be developed, ranging from product launch, customer service and marketing to content interaction and service experience.
This translated and edited post previously appeared on FashionUnited.fr. Translation and editing: Karenita Haalck