After Carrefour, it is the turn of the world leader in luxury LVMH to announce that it will share its data use cases with the students of the new Albert School business school that will open in Paris in September 2022. Data feeds multiple processes at LVMH and its different brands. Now it’s a matter of gearing up and expanding the use cases. To this end, LVMH has entered into a partnership with the new Data and Business Albert School, which will train ad hoc managers.
LVMH doesn’t use data enough yet
Franck Le Moal, CIO (Chief Information Officer) of LVMH is preparing to contribute to this initiative. † Data is at the heart of all our branding processes, from developing our products to manufacturing, to the supply chain, to logistics, to omnichannel and to the relationship with our customers. noted Franck Le Moal.
The LVMH group has been accelerating on all involved for 3 years. But in the field there are still not enough competent managers in these areas. Data and its use in artificial intelligence still seem to be underutilized. It is about expanding and accelerating its exploitation. † We don’t use the data enough yet, it remains an underused topic for its part, presents Michael David, Group Chief Omnichannel Officer of LVMH, in announcing the partnership between LVMH and Albert School.
Training in the contributions of artificial intelligence seems to be key. † At LVMH, the topic of data is ubiquitous, because we all use data on a daily basis. But what can be done with it and in terms of artificial intelligence is quite poorly understood. he continues. It’s about educating people and expanding the use of data. † We really need to do a lot of educational work with our internal teams, including the external ones, in order to ultimately deploy these initiatives in the group value chain. he analyzes. † Today we are still very focused on e-commerce, CRM, clienteling, a little bit on media topics, but there is a huge range of opportunities in supply chain, logistics, product development. ” he thinks.
Data is increasingly used to identify potential customers
At this stage, LVMH data is increasingly being used for business topics such as customer relations and the ability to help the group’s 75 houses identify high-potential customers very early on. † This is to identify customers with a strong appetite for a product category at a particular time in a particular channel. It is therefore extremely powerful for our customer acquisition initiatives, in-store customer relationship management, individually but also for our CRM campaigns, our e-commerce activities, etc.† “The manager explains. The aim is to generate measurable value in the operational management of the group homes on a daily basis.
This requires having the right executives, with one leg in data and one leg in business. † Recruiting and training the new managers of tomorrow in a responsible and shared Data and Business vision is essential continues CIO Franck Le Moal. † In the coming months, our group and home-level AI and Data teams will engage with Albert School students through case studies and operational contributions. he announces. In particular, Bruno Guilbot, Head of Data Services at Louis Vuitton, one of the LVMH houses, will share with students the challenges of business data, use cases, analytics and algorithms of artificial intelligence.
At LVMH, the omnichannel team is responsible for guiding the group’s homes on their journey into the world of e-commerce. This e-commerce should no longer be considered in isolation but understood in a more global way with physical retail, customer service, CRM, customer service, etc. This omnichannel profession is situated between the business and technical professions. He works with the teams responsible for technology and information systems. He also works with the other services of the group and the houses such as physical retail, HR, finance, tax, etc.
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