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Immobilized since mid-March with nearly 80 stores closed, the luxury jeweler Mauboussin launched its click&collect platform in early November and managed to catch up on 42% of its sales.
Figures in the luxury sector have been falling since the start of the pandemic.
The French jeweler decided to take matters into its own hands in April by maintaining contact with its customers via its website.
With more than 70 stores closed, Mauboussin reacted by inaugurating its click & collect platform for the first time in its history. This is a section accessible from the website allowing customers to place an order from their home and then pick it up in the store nearest to their home on the same day.
With results almost at a standstill since the month of March, Mauboussin has managed to make up for lost time and its sales turnover of more than 40%.
“Since the beginning of November, the click & collect added to the web that allows us to make about 42% of the turnover that we made last year on the beginning of November, with the web which represents about 45% of our turnover at the moment.” said yesterday Alain Nemarq, the CEO of the jewelry house Mauboussin, during the Cnews show.
Due to government health regulations, luxury brands have no choice but to close all their points of sale throughout the country, exceptional events that have caused the figures of the most important market to drop both nationally and internationally.
“It is an anxiety-provoking situation since November and December represent about 35% of our turnover for the year. But our 80 stores are closed. Today we work mainly in distance selling with the web and ‘click & collect’. Being confined to this time of the year is a considerable operating handicap” he added.
Other problems follow. Brands are struggling to meet their profit targets, which creates a problem in terms of rent payments for all the stores they own: “Even if we amplify all of our communication methods in order to try to allow our customers to buy remotely, it is clear that we will have a problem of operating balance over November and December and particularly related to the payment of rent” he said, “It is a situation that is very uncomfortable. And today we do not meet a very favorable attitude from the lessors, even though the government has implemented a support measure. It doesn’t seem to be really decisive“.
Nevertheless, the manager of the famous jeweler remains optimistic about the future of the company and its sustainability: “There will certainly not be any store closures or layoffs in the coming months, because the rule of the game is to try to overcome by all means the obstacle we are facing“.
If the new government orders imply that the population will limit all their movements and the shopkeepers will have to close temporarily, Alain Nemarq thinks that the needs of his customers will not change, and that with the end of the year holidays approaching, French people will try to comfort themselves with purchases that will please themselves or their loved ones: “I am completely convinced that all our customers who had the intention to please themselves or their loved ones at the end of the year continue to have the same intention. The only thing is that we must allow them to be able to reach us, if not physically at least at a distance. And the click & collect should allow us to achieve this as well as the web. But what is certain is that we can’t live in a system where the rhythm is 4 months of opening and 2 months of closing, it’s unbearable” he finishes during the show.
Read also > JEWELRY: WHAT FUTURE FOR THE JEWELRY SECTOR?
Featured photo: © Paris Mauboussin’s Store[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Immobilized since mid-March with nearly 80 stores closed, the luxury jeweler Mauboussin launched its click&collect platform in early November and managed to catch up on 42% of its sales.
Figures in the luxury sector have been falling since the start of the pandemic.
The French jeweler decided to take matters into its own hands in April by maintaining contact with its customers via its website.
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Immobilized since mid-March with nearly 80 stores closed, the luxury jeweler Mauboussin launched its click&collect platform in early November and managed to catch up on 42% of its sales.
Figures in the luxury sector have been falling since the start of the pandemic.
The French jeweler decided to take matters into its own hands in April by maintaining contact with its customers via its website.
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