- Kristopher Fraser
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Diesel has launched Moon, an omni-channel operating model designed to
significantly upgrade the company’s digital operations and make e-commerce
more seamless. As e-commerce becomes more vital to companies’ businesses in
a post-lockdown world where customers are still hesitant to return to
shopping at physical stores, Diesel saw this as an opportune time to
strengthen their e-commerce and omnichannel approach to business.
Currently, e-commerce accounts for 12 percent of Diesel’s business, but the
revenue stream is driving double-digit growth figures year-on-year. Moon
has taken 13 months to finalize. When coronavirus began impacting retail
stores, Diesel felt the pressure to finalize Moon. The new omnichannel
model is more agile and fit for Diesel’s long-term growth.
For consumers, Moon offers a smooth, easy and all-in-one shopping
experience. Shopping options are unlimited, in that all of Diesel’s current
global stock will be integrated and buyable through this model. Shopping
itself becomes frictionless: increased service levels, easy returns
in-store, same day pickup in all stores, same day delivery in key cities,
pre-ordering and more are all available. In the near future, the act of
shopping will also become highly personalized in the digital space;
data-driven approaches will elevate and edit user-specific interfaces as
more purchases are made.
Moon is built over a leading edge technical architecture that integrates
several applications complemented with a visual process & system real time
monitoring dashboard. These include: the full control of Diesel’s order
management system (the company’s OMS partner is Manhattan Associates);
enhanced logistics operations; widened payment methods; universal stock
fluidity (between warehouses and stores) and omni-channel client services.
The newly integrated B2B and B2C logistics model guarantees best-in-class
customer relations practices, and the broadened flexibility of inventory
displayed between locations will exponentially increase product visibility.
New emerging payment methods (including Wallets and Buy Now, Pay Later)
will be accepted, and client services will be expanded, including a
complete assimilation of social media care.
In March and April of 2020, Diesel quietly assumed 100 percent control of
its web operations (prior, parts had been outsourced). With Diesel’s web
operations fully in-house again, this has better positioned their
omnichannel approach to long-term growth.
photo: courtesy of PR Consulting
