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Bedat & C° Launches Online Store

Bedat_montresThe 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.

Watch_finder_2 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!

By Flavio Quaranta | February 18, 2008 | IC-Agency Events , News & Trends

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Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

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