Page 38 - Cross-Border Magazine Nr.3

~ Valmano ~
May, 23 - Wappenhalle Munich

Get your ticket now! Physical retail has a number of factors that we cannot offer On the Valmano box, it reads ‘Brilliant shopping experi-

ence’, ‘safe transaction’ and ‘put on your new favourite
yet- or at least not in the same way. This involves touch and
feel and the presentation of products in-store, but also services Valmano jewels and experience our bright-eyes-guaran-
such as shortening bracelets and change of battery. We need tee’. To whom are you talking there?
to grow in that field and break down this distance to physical “This is directed to the people who see the box, for instance,
retail. Take for example a Maurice Lacroix watch, which costs during the process of delivery. These are things all online sellers
about €2.500. If you want to sell that online, you need to offer claim to do. We decided that we want this message to be upfront
a great experience and gain a lot of trust. The customer only on our box for people to see, even if the box is left empty some-
sees a picture so they need to feel reassured that it is safe to where or is tossed in the trash, people can read this.”
buy online, and need to feel accommodated just as they would
in a jewellery store. In addition, I feel that in case there are What are you plans to go international?
problems, we must make sure that service is offered hassle-free “We will launch a general dot-com website where customers
and the whole process is done as fast as possible. If a package can order from the entire EU. We also would like to expand into
Switzerland, but there are very specific obstacles to selling jewellery
disappears, we need to be quick to replace the order and solve
the problem as smoothly
in Switzerland, so we will
as possible.”
have to take a bit more time
2017 ECD Which role does “WE WANT THEM TO FEEL site will help us to gather
to achieve that. The dot-com
packaging play for the
insights, which products sell
LIKE ‘OH YEAH, THAT’S
customer experience?
well, how customers behave,
“If a customer buys a
and will tell us what future
steps will be.”
valuable watch or ring, I
WHAT I WANT’.”
want the customer to have
a great feeling from the
your internationalisation
moment of his order to the
process operationally?
moment he hold his item How will you support
in his hands. We decided to use special, outspoken and branded “We will work with a PSP solution that will offer the inter-
boxes. First of all, we make sure that the packing ensures that nationally relevant payment options. This allows us also to be
the product arrives in exactly the right condition. We opted for flexible when new options arise, that we can implement more
the Ranpak’s wrapping product Geami WrapPak, which gives easily this way. For now, we will not offer particularly localised
the customer the feeling that he is unwrapping a gift while still payment options for specific markets. This move is however also
protecting the jewellery. Inside, the client finds the packaging of a step to test markets, to see where there is more potential and
the brand he has bought. For beginning to end, we want them to where we could step up efforts in future.”
feel like “Oh yeah, that’s what I want”: that is our goal. The wrap
we use is much better than bubble plastic or ordinary packing What are your plans for the future?
paper. These wrappings do not fit the image of buying a valuable “We want to become THE jewellery retailer on the internet. We
item, and do not fit our brand philosophy. I think the Ranpak do not want to copy other jewellery sellers or Amazon, we just
product is quite unique.” want to be Valmano and be successful.” ••
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