Maria: As a leading online magazine dedicated to jewellery and watches, at The Jewellery Editor we are all about digital. Today, we look to the future with the help of our technical partners, Sopra Steria, one of the largest IT companies in the world, with over 40,000 employees in 26 countries. Jewellery and watches are one of the largest growth areas for e-commerce, so how can technology support these ambitious plans?
Richard Potter: Something that we call intelligent insight and automation, and that is using big data sets and applying significant amounts of computing horsepower to draw insights and to analyse what we find in that data.
Maria: Intelligent use of technology can transform the luxury world, but how do we overcome the fact that many people want to feel, touch, try on a ring or a watch?
Massimiliano Ramaciotti: Ubiquitous interaction is about breaking the boundaries between digital and physical. A nice example has been the Dior one, that allows some customers to experience the fashion show and backstage at the fashion show through a virtual reality headset. Other examples of ubiquitous interaction refers to an experience or virtual product, with Ferragamo, a product configurator for shoes.
Maria: Digital moves fast, but we remember not so long ago being told that no one would ever buy jewellery and watches online. Sopra Steria has experience in other industries where this transformation has taken place.
Richard Potter: One of the most important observations that I think we've made from the experience of working with our retail customers, is that data enhances the relationship with a customer, and it doesn't get in the way of that heritage that you've developed in your brand.
Maria: What's clear to me is that heritage, craftsmanship, storytelling - those values that are so dear to the luxury industry can be greatly enhanced through intelligent use of data and this will take the luxury houses into new levels of engagement with their clients.