Kering Strengthens Digital Initiatives, to Take Back Control of E-Commerce

   By Cristina Roca 
 

Kering (KER.FR) is implementing several initiatives to boost its digital strategy, including taking more control of its e-commerce operations, working with Apple Inc. (AAPL) on apps and creating a new team focused on digital practices in China.

The French luxury-goods company said Monday that it would take full control of its e-commerce activities in the first half of 2020. Kering's e-commerce is currently handled through a joint venture with Yoox Net-A-Porter Group SpA, Compagnie Financiere Richemont SA (CFR.EB)'s e-commerce business.

Kering called its YNAP partnership "highly successful and fruitful," and said it would continue to work with the online retailer after internalizing its e-commerce activities. Kering will form partnerships with third-party e-tailers when it makes strategic sense, it said.

Kering, best known for its Gucci brand, said it is working with Apple on apps to enhance customer service and exploring ways to enhance the customer experience on Apple devices.

In China, a key market for luxury companies, Kering is creating a team dedicated to "adapting digital practices to the Chinese market, along with identifying and promoting innovations from China to other markets."

All of Kering's brands already have or are in the process of launching programs to enhance communication with Chinese customers over the popular WeChat messaging and social media app, the company said.

Write to Cristina Roca at [e-mail]; @_cristinaroca

(END) Dow Jones Newswires

November 26, 2018 04:44 ET (09:44 GMT)

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