Defining a program to perform at the highest levels of Customer Excellence takes a customer journey Customer Inspired Inference™ Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey Armani Brand Strategy and Growth Three-year linear customer demand direction forecasts 2021-2022 The Armani Brand Trend - 3-Years, Worldwide and Shopping Three-year customer brand interest show YoY decrease on a worldwide basis. A brand's transformation strategy to strengthen online sales and improve/ optimise wholesale, franchise and retail channels in 2021-2022 may be a little empty without genuinely understanding WHY customer demands are heading in a given direction. 2 Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey Giorgio Armani’s Growth Is Self-Defined Bound by the WHAT, WHY, HOW and WHERE the customers focus on Delighted (UGC 2020YTD) Happy Impartial Unhappy Angry 0% 5% 10% 15% 20% 25% 30% 35% 40% The above result is Giorgio Armani’s buying customers (Users) reflection today. Which value-based pricing flexibility is offered to Giorgio Q: Armani while creating and capturing incremental value? To what extent does Giorgio Armani feel it has good Q: knowledge on the customers’ focus to create value? Giorgio Armani’s foundation is to understand the customers’ focus (value). 3 Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey Benchmarking Giorgio Armani’s Customers Brings to focus a €1 billion customer loyalty challenge PRICING BRAND EXPERIENCE QUALITY RETAIL-CHANNELS SATISFACTION Giorgio Armani’s invisible co-dependent decisions drive and dominate today’s factors limiting growth Giorgio Armani’s Customers show €1 billion in (lost) brand value There's a 91 percent chance these customers won't do business with Giorgio Armani again. 4 Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey Giorgio Armani Customer Benchmark Score To match the ‘Best’ is a pure 2X Brand multiplier No.1 Brand 80% CUSTOMER EXCELLENCE Giorgio Armani SCORE 38 38% [Customer’s focus] “It has been a month and I still have not received my order…they keep telling me I will get a refund I have yet to do so. I will never purchase Armani anything again.” (Aug 2020) GIORGIO ARMANI’S CUSTOMER EXCELLENCE JOURNEY Today 2020 - 2023 38 2X Multiplier 80 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Match No.1 Customer Excellence score guarantees strengthened Giorgio Armani performance 5 Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey One Customer Experience. Many Stakeholders The Giorgio Armani Brand Excellence journey touches an entire brand BRAND EXPERIENCE 43.8% ⇩ PRICING QUALITY 56.3% ⇩ CREATE 37.5% ⇩ BRAND EXCELLENCE SUPERIOR VALUE E-COMMERCE SATISFACTION 31.3% ⇩ 37.5% ⇩ DISTRIBUTION AND FULFILMENT Divergent thinking creates the new and valuable territories. It’s these extraordinary nonconformists who challenge thinkers that add the most value. Above are Giorgio Armani’s Customers’ focuses (frictions) that slow earnings growth 6 Morten Sørensen | Defining a program for Giorgio Armani to perform at the highest levels of Customer Excellence takes a customer journey Notes Ideas, Thoughts, Questions, Clarifications 7 Author Morten Sørensen [email protected] +31 619 604014 BRAND LOYALTY UNDERSTAND PRICING RECOMMEND QUALITY IMPLEMENT 10X RETAIL-CHANNELS OPTIMISE SATISFACTION My expertise and experience creating brand-value is unmatched. Guaranteed. Report is designed, produced and published by Morten Sørensen for Armani Group. The results presented in this report are brand representative. The Customer Excellence Benchmark Framework: 1/ Incorporates only brand’s active customer-generated (UGC) data-points (shopping experiences) collected worldwide in 15 languages from product purchase(s) 2019FY - 2020 YTD. 2/ And customers who willingly shared their unbiased (user) experiences. The Customer Excellence Benchmarked program collected and analysed more than 1.8 million customer-generated (UGC) data-points (shopping experiences) across 45 leading brands that included adidas, ASOS, Balenciaga, Benetton, Burberry, Calvin Klein, Chanel, Coach, Converse, Desigual, Dolce & Gabbana, Georgio Armani, Geox, Gucci, Hackett London, Hugo Boss, Hunkemöller, Jimmy Choo, Kate Spade, Louis Vuitton, Lululemon, Michael Kors, Mr Porter, Mulberry, Net A Porter, Nike, Paul Smith, Prada, Puma, Ralph Lauren, Reebok, Saint Laurent, Scotch & Soda, Suit Supply, The Kooples, Timberland, Tod’s, Tom Ford, Tommy Hilfiger, Under Armour, Valentino, Vans, Versace, Victoria’s Secret, Zalando. Copyright © 2021 LONDOS Consulting. All rights reserved..