Bedat & C° Launches Online Store
The luxury watch industry has just experienced a major breakthrough in terms of presence on the Internet: Bedat & C° has launched its e-commerce site,
standing as a precursor within the watchmaking industry. This is an
important step for the world of luxury watches, as the creation of
virtual stores is still far from being the norm.
As a first step, Bedat & C° online is only accessible to
Internet users living in Switzerland, the UK, and USA, however soon
will extend to the entire Euro area, before opening Japan.
The services offered with online purchases mimic that of being present in an actual store: An intuitive watch finder
replaces the traditional vendor to assist the user in finding the watch
of his dreams. The research is done by choosing various characteristics
desired, i.e., size, material, type of movement or form. Buyers become Bedat Confidential club members and are provided access to this prestigious Quintessentially concierge luxury service for one year.
IC-Agency involved in the process
For IC-Agency, the opening
of the e-commerce site is of particular interest: On one hand, the
emergence of e-commerce luxury watch sites is a phenomenon that
IC-Agency previously anticipated in 2004 in its first edition of the WorldWatchReport. On the other hand, we had the opportunity to accompany Bedat & C° at the beginning of this adventure.
In July 2007, we organized a workshop involving the CEO of Bedat
& C°, along with the department heads (finance, logistics, sales,
products, Media and Communications), in order to determine how best to
raise the challenge of e-commerce. The result was an intense
brainstorming session covering topics to include; expectation of future
customers, adequacy of a luxury watch sales site, and integration of
the existing process (in terms of logistics, for example). All aspects
of this adventure were considered, discussed and debated.
A mere 7 months later, the e-commerce site of Bedat & C° has
become a reality. IC-Agency continues to monitor the course of this
project, supporting Bedat & C° with its advice and expertise, and
taking over the management of CPC campaigns to promote the new site.
The outcome of this project is also due to the quality work of Details, who after having done the corporate site of Bedat & C°, has worked diligently to accomplish its e-commerce site.
The entire team at IC-Agency is very pleased to see this first
online version of the site, the result of many weeks of work. Lead by
Richard Gorin, Internet Manager at Bedat & C° (and head of
e-business project teams) Bedat, IC-Agency, and Details, were applied
collectively to prove that online sales and luxury are in no way
irreconcilable. The continuing growth of the Internet in general, and
e-commerce in particular, will soon prove it necessary to utilize the
Internet for luxury brands to remain competitive. With the launch of
this virtual store, Bedat & C° is taking the lead and confirming
its status as a cutting-edge brand. Bravo!