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LVMH Retail Lab working on group’s digital retail innovation

Translated by
Nicola Mira
today Nov 20, 2018
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The luxury goods market is evolving, and traditional stores are set to be radically transformed, becoming increasingly experiential and high-tech. Luxury giant LVMH is looking to speed up its own digital transformation through the Retail Lab, an internal organisation set up to help the labels owned by Bernard Arnault's group develop innovative solutions in the digital and retail field.

Louis Vuitton’s recently renovated store in Brussels - DR

The project got off to a quiet start a year ago, when the group hired Gautier Pigasse to set up, launch and manage the LVMH Retail Lab. Pigasse's LinkedIn profile explains that the Lab is designed to help the group's labels, whether in the fashion, wine-making, cosmetics, watch-making or selective distribution sector, in their digital and retail transformation.

Pigasse is a digital marketing and customer experience expert, and has worked with several brands and major consumer product and media groups, notably in the luxury sector, on their  multi-channel strategies.

LVMH didn’t wish to comment on the Retail Lab, which has its own offices within the group’s headquarters on avenue Montaigne in Paris. Given the kind of challenge the Retail Lab is taking on however, it is clearly going to grow in size, notably by hiring a project manager.

In a job advert for such a project manager, the luxury group’s Global Digital Partnership Director, Olivier Le Garlantezec, indicated that the LVMH Retail Lab was set up by “the group's Partnership department” and “its objective is to inspire the group's 70 labels in finding solutions designed to reduce points of friction and improve the customer experience in-store.” The future project manager will need to “work on and bolster this project, sourcing and testing new technologies.”

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