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 which will open in September 2022 in Paris. Data feeds multiple processes at LVMH and its various brands. It is now a question of moving up a gear and extending the use cases. To do this, LVMH has entered into a partnership with the new Data and Business Albert School, which is to train ad hoc managers.
LVMH does not yet use data enough
Franck Le Moal, CIO (Chief Information Officer) of LVMH is preparing to contribute to this initiative. ” Data is at the heart of all of our brand processes, from the development of our products, to manufacturing, to the Supply Chain, to logistics, to omni-channel and to the relationship with our customers. commented Franck Le Moal.
The LVMH group has been accelerating for 3 years on all Data subjects. But on the ground, there are still not enough competent managers in these areas. Data and its uses in artificial intelligence still appear to be under-exploited. It is a question of extending and accelerating its exploitation. ” We do not yet use the data enough, it remains a subject that is under-exploited presents for his part Michael David, Group Chief Omnichannel Officer of LVMH, at the announcement of the partnership between LVMH and Albert School.
Training in the contributions of artificial intelligence appears to be key. ” At LVMH, the subject of data is omnipresent because we all use data, every day. But, what can be done with it and in terms of artificial intelligence is quite poorly understood. he continues. It’s about training people and expanding the uses of data. ” We really need to do a lot of educational work with our internal teams, vis-à-vis the external as well, in order to eventually be able to deploy these initiatives throughout the group’s value chain. he analyzes. ” Today, we are still very focused on e-commerce, CRM, clienteling, a little on media topics as well, but there is a huge field of possibilities on the supply chain, logistics, product development. ” does he think.
Data increasingly used to identify high-potential customers
At this stage, LVMH data is used more and more on business topics such as customer relations and the ability to help the group’s 75 houses to identify customers with high potential very early on. ” This is to identify customers with a strong appetite for a product category at a certain time in a particular channel. It is therefore extremely powerful for our clienteling initiatives, in-store customer relationship management, individually but also for our CRM campaigns, our e-commerce activities, etc.. “Explains the manager. The objective is to generate measurable value on a daily basis in the business of the group’s houses.
For this, it is necessary to have the right executives, with one foot in data and one foot 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 ‘AI and Data’ teams at group and house level will come to interact 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 data for business, use cases, as well as analysis methods and algorithms. of artificial intelligence.
At LVMH, the omni-channel team is responsible for guiding the group’s houses on their journey into the world of e-commerce. This e-commerce is no longer to be considered in isolation but to be understood in a more global way with physical retail, customer service, CRM, clienteling, etc. This omni-channel profession is situated between business and technical professions. He works in collaboration with the teams in charge of technology and information systems. He also works with the other services of the group and the houses, such as physical retail, HR, finance, taxation, etc.
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LVMH will share its use cases in artificial intelligence with the Albert School business school
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