MILAN — Diesel is stepping up and streamlining its digital operations by implementing a new omnichannel strategy supported by Moon, an in-house designed operating model, which also fosters the customer experience.
As the COVID-19 outbreak and lockdown measures shift consumer behaviors and digital sales surge, the brand stepped on the gas to bring Moon to light. The project — which started being developed ahead of the pandemic — took 13 months to complete, significantly faster than expected, the company said. Ahead of Moon’s debut, between March and April, Diesel has quietly taken back full control of its web operations, which had been partially outsourced.
In 2019, e-commerce accounted for 12 percent of Diesel’s revenues, registering a double-digit increase compared to 2018. Overall Diesel, which represents 60 percent of parent company OTB’s business, returned to growth last year, posting a 2.6 percent increase in sales.
The new operating model will allow increased service levels, including a seamless in-store return policy, a pre-order function, as well as same-day pickup in all stores globally and same-day delivery in key cities, such as Milan, Berlin, Monaco, Germany, Paris, London and New York. As of Dec. 31, Diesel counted 172 directly operated stores, 181 concessions and 326 franchised units globally