The document proposes strategies for Céline to transition from an offline to online brand presence. It discusses refining the website to provide more sensory experiences like 360-degree product views. It also suggests launching an online boutique for purchasing bags and accessories, creating official social media accounts, adding tablets in stores, using QR codes to link physical and digital experiences, offering personal appointments with shoppers, and enabling virtual reality shopping tours. The overall goal is to recognize evolving customer preferences, meet expectations, and transition Céline from solely offline to having both online and offline brand experiences.

1. GROUP 3 - HEC PARIS - SUMMER SCHOOL

2. ... FROM ONLINE TO OFFLINE
oh!
3. SOCIAL MEDIA
4. DIGITALIZE STORES
1.REFINE THE WEBSITE
5. QR CODES
... FROM OFFLINE TO ONLINE
2. MA CÉLINE - ONLINE
BOUTIQUE
6. PERSONAL APPOINTMENT
7. 3D ONLINE SHOPPING TOUR

3. INDEX
THE BRAND
THE DNA
POSITIONING
TARGET SEGMENTS
TODAY´S CÉLINE
OBJECTIVES
PROPOSITION
APPENDIX

4. BRAND
CÉLINE, A FRENCH READY-TO-WEAR AND LEATHER GOOD LUXURY BRAND, IS WELL-KNOWN
FOR ITS STRONG AND POWERFUL IMAGE OF CONTEMPORARY MINIMALISM.
1945
1996
2008
CÉLINE TRACES ITS ROOTS BACK TO 1945, WHEN CELINE VIPIANA STARTED HER FIRST
CHILDREN’S SHOE SHOP.
CÉLINE IS FULLY ACQUIRED BY LVMH.
PHOEBE PHILO HAS BEEN APPOINTED AS THE NEW CREATIVE DIRECTOR.

5. IDENTITY

6. DNA
VISION A QUIETLY REVOLUTIONARY WISH TO MOVE FASHION FORWARD
MISSION PROVIDE WOMEN WITH A CONSIDERATE, CONSISTENT AND DISCREETLY
LUXURIOUS WARDROBE
VALUES SENSE OF SUBTLE LUXURY WHICH ORIGINATED WITH CÉLINE VIPIANA AND
CONTINUES TODAY IN FINE MATERIALS
ESSENCE AESTHETIC IS CLEAN, ELEGANT AND COMFORTABLE WITH A POINT OF VIEW
THAT IS DISCIPLINED BUT ALWAYS AT EASE.
DNA

7. POSITIONING

8. PERSONA1 TARGET:
CLASSIFIED AS “INNOVATORS”
JAQUELINE, 41 YEARS OLD
GALLERIST
MILAN
WORKING MOTHER
ORGANIC FOODS
TRAVEL A LOT
FASHION LOVER
2 TARGET:
MORDEN AS ”SELF-DISCOVERY”
JOSEPHINE, 25 YEARS OLD
INVESTMENT BANKER
LONDON
SINGLE
LIVING FOT THE MOMENT
LOVE TO GO COFFE
SHOP AT: NET-A-POTER
SELF-DISCOVERY
FASHION CONSCIOUS

9. TODAY’S CÉLINE
INSTORE EXPERIENCE
PRODUCT-FOCUSED STORE LAYOUT
GUIDE BOOK ON HOW TO DISPLAY CÉLINE’S PRODUCTS FOR
EACH MONTH
”The open display spaces make customers naturally take up the pro-
ducts and try, which aligns with their aim for an engaging customer
experience.” (Store manager at Céline, felt job - June 2016)
EXCEPTIONAL INTERIOR DESIGN
COLLABORATIONS WITH CONTEMPORARY ARTIST WHOSE
WORK REFLECTS CÉLINE’S CLEAN AESTHETIC
NO DIGITAL DEVICES
CÉLINE CUSTOMERS HAVE NO ACCESS TO DIGITAL DEVICES

10. TODAY’S CÉLINE
ONLINE EXPERIENCE
WEBSITE
LITTLE SENSORY STIMULATION
NO CAMPAIGN VIDEOS
NO E-COMMERCE
CÉLINE WANTS CUSTOMERS TO VISIT THE STORE, TOUCH AND
FEEL THE PRODUCT BEFORE PURCHASING
SOCIAL PLATFORMS
NO OFFICIAL SOCIAL MEDIA PRESENCE
”To be true to Céline’s philosophy, there is no intent to establish of-
ficial social media accounts. Being quiet gives more value to what
we do.” (Store manager at Céline, felt job - June 2016)

11. OBJECTIVE
I RECOGNIZE THE EVOLUTION OF CUSTOMER PREFERENCES
II RISE IN THE USE OF ONLINE AND MOBILE PLATFORMS
III MEET AND EXCEED CUSTOMER EXPECTATIONS
IV NEW SOURCE OF VALUE
OBJECTIVES

12. PROPOSITION
... FROM ONLINE TO OFFLINE
oh!
3. SOCIAL MEDIA
4. DIGITALIZE STORES
1.REFINE THE WEBSITE
5. QR CODES
... FROM OFFLINE TO ONLINE
2. MA CÉLINE - ONLINE
BOUTIQUE
6. PERSONAL APPOINTMENT
7. 3D ONLINE SHOPPING TOUR

13. 1.REFINE WEBSITE
TO PROVIDE A SENSORY JOURNEY
CERTAIN FEATURES WILL BE ADDED TO THE NEW WEBSITE:
- 360-DEGREE PERSPECTIVE OF MOST ICONIC PRODUCTS
- ACCESSORIZE YOUR PRODUCT - TUTORIAL
- CÉLINE CAMPAIGN VIDEOS
MORE AT PAGE 31 - 1.0
>
360
0
>

14. 2.MA CÉLINE
CÉLINE’S FIRST ONLINE BOUTIQUE
ENABLING CUSTOMERS TO PURCHASE THEIR DESIRED ITEMS DIRECTLY FROM THE WEBSITE:
- CONTENT IS KEY
- ONLINE RELATIONSHIP
- CUSTOMER SERVICE
MORE AT PAGE 32 - 2.0
> >

15. 3.SOCIAL MEDIA
CÉLINE’S SOCIAL MEDIA PRESENCE
CREATING BRAND EXPERIENCES THAT MERGE REAL AND DIGITAL CONVERSATIONS
- OFFICIAL FACEBOOK AND INSTAGRAM ACCOUNTS
- COMMUNICATION
MORE AT PAGE 33 - 3.0

16. 4.DIGITALIZE STORE
BY IMPLEMENTING TABLETS
PROVIDING BETTER CUSTOMER SERVICE AND ENHANCING BRAND EXPERIENCE
- INCORPORATING IPADS
- GATHER PERSONAL INFORMATION
MORE AT PAGE 34 - 4.0

17. 5.QR CODES
NEXT TO EACH PRODUCT
ELIMINATING THE GAP BETWEEN PHYSICAL AND DIGITAL PLATFORMS
- EMBEDDED QR CODES
- AUGMENTED REALITY

18. 6.APPOINTMENT
VIP RETAIL TREATMENT
OFFERING A PERSONAL SHOPPING MOMENT
- PRIVATE AND EXCLUSIVE SHOPPING EXPERIENCE
- PERSONALISED SALES TECHNIQUES
MORE AT PAGE 35 - 5.0

19. 7.3D JOURNEY
ULTIMATE AND EXCLUSIVE ONLINE SHOPPING EXPERIENCE
PROVIDING A VIRTUAL TOUR THROUGH A CÉLINE STORE
VIRTUAL REALITY SHOPPING
CLIENTS HAVE ACCESS TO A VIRTUAL CÉLINE STORE TO DISCOVER AND BUY PRODUCTS.
• NAVIGATE THROUGH THE STORE, THEREFORE GET FAMILIAR WITH CÉLINE’S UNIVERSE
• CLICK ON PRODUCTS TO GET MORE INFORMATION
• SCAN QR CODES AND RECEIVE THE SAME CONTENT AS IN-STORE

20. IMAGES FROM FIELD TRIP - THURSDAY JUNE 2016

21. APPENDIX

22. DNA
STYLE: PHANTOMSTYLE: LUGGAGE STYLE: AUDREYSTYLE: BALLERINA PUMP
/ V NECK PUMP
BRAND ATTRIBUTES: ICONIC BAGS (LUGGAGE, CABAS, TRAPEZE), CÉLINE LOGO (WITH ARC DE
TRIOMPHE AND THE TWO C’S), MAN-INSPIRED WARDROBE (MASCULINE CUT), HEELS FOR THE
SHOES, STRONG, SHARP SILHOUETTES, “CROMBIE COAT”, COLLARLESS MASCULINE SHIRT,
PERFECTLY CUT PAIR OF TROUSERS AND SMOKINGS
ESSENCE: HIGHEST QUALITY PRODUCT AVAILABLE IN INDUSTRY WITH ARTISTIC APPROACH

23. TARGET
CÉLINE’S TARGET MARKET IS MOSTLY MATURE
WOMEN WHO WANT TO IDENTIFY WHAT CÉLINE
REPRESENTS: ELEGANT, MINIMALIST, MODERN AND
CHIC.
PHOEBE PHILO WANTS HER CUSTOMERS TO OWN A
WARDROBE FROM CÉLINE THAT WILL SEEM STILL FAS-
HIONABLE AND CHIC AFTER SEVERAL YEARS.
1. TARGET: DEMOGRAPHIC SEGMENTS
• AGE: 30-60 YEARS (AVERAGE AGE OF 42), BABY
BOOMERS AND GENERATION X MOSTLY
• GENDER: FEMALE
• MEDIAN HOUSEHOLD INCOME: $100,000
• FAMILY LIFE CYCLE: SINGLE OR MARRIED PEOPLE
• SOCIAL CLASS: UPPER OR UPPER MIDDLE CLASS,
WITH HIGH-EDUCATED BACKGROUND

24. TARGET
1. TARGET: PSYCHOGRAPHIC SEGMENTS
• CÉLINE CUSTOMERS ARE CLASSIFIED AS “INNOVATORS”
• HIGHEST LEVEL OF INCOME AND ABUNDANT RESOURCES
• CARE ABOUT THEIR SELF-ESTEEM AND IMAGE AS AN EXPRESSION
OF CHARACTER AND TASTE, INDULGING THEMSELVES IN ANY OR
MOSTLY ALL SELF ORIENTATION
• THEY OFTEN SEEK THE NICHE PRODUCT THAT REFLECTS THEIR
ACQUIRED TASTE FOR LIFE
• CHARACTERISTICS: SUCCESSFUL AND SOPHISTICATED WOMAN
2 TARGET: CUSTOMER SEGMENTS
• BAGS AND ACCESSORIZES: ATTRACT EVERY AGE GROUP WHO
CAN AFFORD THEM (YOUNGER PEOPLE WHO WANT TO REWARD
THEMSELVES AS WELL AS LOYAL CUSTOMERS)
• READY-TO-WEAR: MAINLY BOUGHT BY LOYAL CUSTOMERS
30-60 YEARS OLD) WITH HIGH PURCHASING POWER AND A
SOPHISTICATED BUT DISCREET SENSE OF STYLE

25. OH! CELINE
STRATEGY BEHIND THE: OH!CELINE
WE LAUNCH THE “OH! CELINE” STRATEGY THAT COMBATS THE DIGITAL CHALLENGE.
TO BUILD AN OFFLINE TO ONLINE TO OFFLINE STRATEGY (O2O2O) IN ORDER TO CREATE A CON-
STANT LINK BETWEEN CELINE AND ITS CUSTOMERS: TO CREATE A “WOW MOMENT”
oh!

26. PROPOSITIONS
1. TO REFINE THE EXISTING WEBSITE
WE WANT TO MAKE THE HOMEPAGE OF THE WEBSITE MORE APPEALING, MORE SENSORY STIMULATING
THAT WOULD GIVE THE SAME IMPRESSION OF ENTERING A REAL STORE, SUCH AS HAVING DIFFERENT
PHOTOS SMOOTHLY SHIFTING PRESENTING DIFFERENT PRODUCT CATEGORIES OR EVENTS OF THE BRAND.
THEN, REGARDING THE PRESENTATION OF THE PRODUCTS WE WOULD LIKE TO CREATE A NEW ORGANI-
ZATION BASED IN THE PRODUCT, SINCE CÉLINE FOCUSES ON IT, AND WITHIN THE CATEGORIES IT WILL
BE SUBDIVIDED BY SEASONAL COLLECTIONS.
MOREOVER, ONCE THE CUSTOMER WILL HAVE CHOSEN THE PRODUCT HE IS INTERESTED IN, WE WOULD
LIKE TO ADD THE POSSIBILITY TO HAVE A 360° ONLY VISION OF THE BAGS, SHOES OR ACCESSORIES.
THIS WOULD ENABLE TO BETTER FIGURE THE PRODUCT.

27. 2. ENLARGE PRODUCT ACCESIBILITY
WE WANT TO LAUNCH FOR THE FIRST TIME AN ONLINE CÉLINE BOUTIQUE UNTITLED “MA CÉLINE”.
- ENABLING CUSTOMERS TO ORDER ONLINE ONLY BAGS, LEATHER ACCESSORIES, SHOES AND GLASSES*.
- OFFERING MORE FLEXIBILITY TO CUSTOMERS, THEY COULD CHOOSE TO PICK UP THEIR PURCHASE IN
STORE, AND GET, LIKE THIS ADVANTAGE OF BOTH WORLD.
*Excluding the ready-to-wear collections due to the philosophy of the Maison to bring customer in store.
3. TO CREATE OFFICIAL SOCIAL MEDIA ACCOUNTS (FACEBOOK, INSTAGRAM) COHERENTLY
CREATING SOCIAL MEDIA ACCOUNTS SEEM ESSENTIAL TO US BECAUSE IT IS THE GATE FOR
CÉLINE TO INTERACT WITH ITS FUTURE CUSTOMERS: THE MILLENNIALS.
EVEN THOUGH THEY ARE NOT CURRENT CORE CLIENTS OF CÉLINE, IT IS NECESSARY TO INTERACT WITH
THEM IN ORDER TO EDUCATE THEM TO THE COMPANY’S STYLE AND PHILOSOPHY BECAUSE THEY ARE
TOMORROW’S CUSTOMERS.
- INSTAGRAM: IT ENABLES TO MAKE PRODUCT FOCUS COMMUNICATION
- FACEBOOK: THE CONTENT MANAGEMENT IS EASIER AND MORE DIVERSE AND IT ENABLES THE MAISON
TO BE LINKED WITH MORE CUSTOMERS IN THE 30-40 YEARS OLD RANGE.
PROPOSITIONS

28. 4. IMPROVE CUSTOMER’S EXPERIENCE IN STORE
WE WANT TO IMPROVE THEIR EXPERIENCE BYCOMBINING THE ONLINE TO THE OFFLINE WITH ADDING
FINALLY, SINCE CÉLINE PROPOSE A CUSTOMIZATION OF BAG IN STORE, WE WANT TO DIGITALIZE THE
WAY THEY DO IT IN STORE BY COMBINING THE WAY THEY DO IT CURRENTLY, THAT IS TO SAY THAT THE
CLIENTS ARE SHOWED THE DIFFERENT LEATHERS THEY CAN USE AND TOUCH THEM, ACCOMPANIED BY
AN IPAD WERE ALL FEATURE COULD BE PUT AND AN OUTLINE WOULD BE SHOWN TO THE US TIMER
BEFORE TAKING THE FINAL PURCHASE DECISION.
5. QR CODE
IMPLEMENT QR CODES IN STORE AND PROVIDE OPPORTUNITIES TO SEE THE ONLINE BOUTIQUE
QR CODE: IT SERVES AS A TOOL HELPING CUSTOMERS TO GET MORE INFORMATION ABOUT THE PRODUCT
(HISTORY BEHIND THE PROCESS OF MAKING/ DESIGN).
ENABLES SINGLE CUSTOMER TO BE TOTALLY EMERGED IN THE SHOPPING EXPERIENCE AND GET TO KNOW
ALL THE FEATURES/ HISTORY OF PRODUCTS/ DESIGN PROCESS (NOT BREAKING THE IN-STORE EXPERIEN-
CE). ALSO, PAGES THAT POP UP WITH QR CODE WILL DISPLAY AN OPTION FOR
CUSTOMERS TO ASK FOR ASSISTANCE BY SHOP ASSISTANTS
PROPOSITIONS

29. 6. APPOINTMENT WITH A PERSONAL SHOPPER
THE POSSIBILITY ON THE CÉLINE WEBSITE BY:
- TO TAKE AN APPOINTMENT WITH A PERSONAL SHOPPER THAT WOULD WELCOME THE CLIENT IN A
MORE PRIVATE ATMOSPHERE OF THE STORE WHICH ENABLE TO PROVIDE MORE SHOPPING EMOTION AND
EXCLUSIVENESS TO THE CUSTOMERS. ALL THE COLLECTIONS WOULD BE PRESENTED TO HIM. .
7. 3D ONLINE STORE
ONLINE BOUTIQUE VISIT: CUSTOMERS CAN ENJOY EXACTLY THE SAME SHOPPING EXPERIENCE AS IN PHY-
SICAL STORES, FOR
INSTANCE, VIRTUAL JOURNEY THROUGH EACH STORE.
DETAILED DESCRIPTION OF EACH PRODUCT IS ALSO SHOWN LIKE THE QRCODE.
PROPOSITIONS

30. JUSTIFICATIONS OF THE
OH! CÉLINE

31. 1.0 ONLINE
WHY E-COMMERCE STORE?
A STUDY CLAIMED THAT WHEN OVERALL LUXURY INDUSTRY EXPERIENCED ONLY 2% SALES GROWTH
IN 2013, WHILE ONLINE LUXURY SALES INCREASE 20% TO NINE BILLION EUROS AND THIS GROW-
TH SPEED IS EXPECTED TO MAINTAIN THE NEXT FIVE YEARS REACHING TWENTY BILLION EUROS.
[MCKINSEY 2014: LUXURY SHOPPING IN THE DAY]
O MCKINSEY DID AN INTERVIEW WITH 3000 LUXURY CUSTOMERS.
O THE RESULT SUGGESTED THAT MORE THAN ONE OUT OF FIVE LUXURY CUSTOMERS WILL DO
SOME RESEARCH IN ADVANCE OF MAKING A LUXURY PURCHASE.
O INFORMATIVE WEBSITE FOR COMPUTER SCREEN IS NOT ENOUGH, A MOBILE FRIENDLY WEB
SITE IS ESSENTIAL WHEN THREE OUT OF FOUR LUXURY CUSTOMERS USE SMART PHONE TO
SHOP DURING FREE TIME.
O CUSTOMERS ARE ONLY INTERESTED IN WEBSITE WITH EASY-TO-NAVIGATE FEATURES AND UP-
TO-DATE INFORMATION
[MCKINSEY 2014: LUXURY SHOPPING IN THE DAYHTTP://WWW.SIPEPDESIGN.COM/WP-CON
TENT/UPLOADS/2015/10/MCKINSEY-STUDY-LUXURY-SHOPPING-IN-THE-DIGITAL-AGE.PDF]

32. 2.0 ONLINE SHOPPING
TRENDS IN SHOPPING
THE INTERNET IS INCREASINGLY IMPORTANT TO LUXURY SALES.
DIGITAL IS EXPECTED TO DRIVE 40 PERCENT OF SALES GROWTH FROM 2013 TO 2020, DUE TO THE
CONVENIENCE OF SHOPPING ONLINE.

33. 3.0 SOCIAL MEDIAO WE UNDERSTAND THAT PHEOBE PHILO SAYS THAT “I COULDN’T THINK OF ANYTHING WORSE,” SHE SAYS. “I’D
RATHER WALK DOWN THE STREET NAKED. I DON’T USE IT AND I DON’T COMMUNICATE WITH MY FRIENDS LIKE
THAT.[FT,2010.10] YET, A RECENT STUDY BY DEI WORLDWIDE (2008) PROVIDES THE FOLLOWING STATISTICS:
• 70% OF CONSUMERS HAVE VISITED SOCIAL MEDIA SITES TO GET INFORMATION
• 49% OF THESE CONSUMERS HAVE MADE A PURCHASE DECISION BASED ON THE INFORMATION THEY
FOUND THROUGH THE SOCIAL MEDIA SITES
• 60% SAID THEY WERE LIKELY TO USE SOCIAL MEDIA SITES TO PASS ALONG INFORMATION
TO OTHERS ONLINE
• 45% OF THOSE WHO SEARCHED FOR INFORMATION VIA SOCIAL
MEDIA SITES ENGAGED IN WORD-OF-MOUTH.
O MOREOVER, THERE ARE GROUP OF FANS IN THE WORLD WOULD LIKE TO JOIN THE LUXURY WORLD, AND SOCIAL
MEDIA MARKETING (SMM) IS A TWO-WAY COMMUNICATION
• SEEKING EMPATHY WITH YOUNG USERS
• ENFORCING THE FAMILIAR EMOTIONS ASSOCIATED WITH EXISTING
LUXURY BRANDS TO A HIGHER AGE GROUP.
O IN ADDITION, SOCIAL MEDIA ACTIVITIES OF BRANDS PROVIDE AN OPPORTUNITY TO REDUCE
MISUNDERSTANDING AND PREJUDICE TOWARD BRANDS, AND TO ELEVATE BRAND VALUE BY CREATING A PLAT
FORM TO EXCHANGE IDEAS AND INFORMATION AMONG PEOPLE ONLINE.[J.KIM,KO,2012:
JOURNAL OF BUSINESS RESEARCH]
O WHEN CUSTOMERS EXPECT CONSISTENT LUXURY EXPERIENCE IN THEIR EVERT TOUCH-POINTS, CELINE’S
NON-PRESENCE ON SOCIAL PLATFORMS WILL DISAPPOINT CUSTOMERS.

34. 4.0 INSTORE
WHY IPAD?
O LINDA PASSARO, GLOBAL VICE PRESIDENT OF SALES AND MARKETING FOR MCINTOSH
LABORATORY, NEW YORK CLAIMED THAT IPAD HAD A HUGE INFLUENCE ON THE LUXURY
INDUSTRY, ONE THAT IS BEING PLAYED OUT TODAY ON MANY LEVELS. LUXURY BRANDS ARE
ALL ABOUT PROVIDING CUSTOMERS WITH EXPERIENCES THAT GENERATE ENHANCED
FEELINGS FOR THE PRODUCTS THEY PURCHASE. IN THIS WAY, IPAD IS RELEVANT TO
THIS INDUSTRY.
• BURBERRY USED IPAD PRESENTED IN A BURBERRY CASE AND PRESENTED TO CUSTOMERS FOR
VIEWING AND ORDERING OF ITS SPRING SUMMER 2011 COLLECTION.
CHIEF EXECUTIVE OFFICER ANGELA AHRENDTS CALLED IT ‘RETAIL THEATRE’ AND
REMARKED THAT IT WAS ‘AT THE HEART OF [BURBERRY’S] RETAIL GROWTH STRATEGY’.
[LUXURY SOCIETY,2011.03]

35. 5.0 INSTORE
WHY PERSONAL ASSISSTENT?
• “CUSTOMER SPEND IS MUCH HIGHER — ALMOST FOUR TIMES HIGHER THAN THE AVERAGE
TRANSACTION VALUE,” REVEALED ANDREW KEITH, PRESIDENT OF LANE CRAWFORD.
• IN ITS SHANGHAI STORE, OVER 50 PERCENT OF SALES ARE MADE BY PERSONAL
APPOINTMENT.
O “THIS IS PARTICULARLY IMPORTANT FOR COMPANIES TARGETING MILLENNIALS,”
ADDED BERNADETTE KISSANE, APPAREL AND FOOTWEAR ASSOCIATE AT EUROMONITOR.
“PROVIDING ADDITIONAL SERVICES AND A UNIQUE BRAND EXPERIENCE WILL HELP PROMOTE
LOYALTY AMONG A CONSUMER BASE THAT IS RENOWNED FOR ITS FICKLENESS.”

36. DIGITAL MAP
DIGITAL COMPETITIVE MAP
- MAJORITY OF LUXURY BRANDS REMAIN SLOW TO BUILD THEIR DIGITAL CAPABILITIES
- LACK E-COMMERCE SITES AIMED AT IMPORTANT EMERGING MARKETS