LVMH’s Chief Digital Officer Ian Rogers is stepping down as the firm creates a new role of Chief Omnichannel Officer.
Rogers will become Chief Experience Officer at cryptocurrency startup Ledger.
He’ll remain involved with LVMH in an advisory capacity.
The luxury brand has introduced omnichannel services to stores such as online support information, click and collect ordering and payments, and appointment booking to try on products.
What does this mean?
As brands reported a surge in online sales due to Covid-19 forcing many stores to close, the LVMH umbrella has been no exception. However, when it comes to getting customers back into stores, providing a comfortable, safe and “special” experience will be key. This is something luxury brands can take advantage of – and LVMH is already embracing omnichannel by offeirng a mix of online and offline experiences while store openings fluctuate.