Rinascente is making its digital debut with an e-commerce site that initially will cover only Italy. At the launch, the online store will collect around 15,000 products from 650 brands operating in different segments, spanning from fashion, accessories and beauty to food and design. In keeping with the omnichannel strategy developed by Central Group, which was first successfully adopted across Thailand, the Rinascente brick-and-mortar stores will work synergistically with the digital platform. Rinascente’s Milan flagship, located on Piazza Duomo, will serve as a logistics warehouse to ship the products which will be picked and packed by a dedicated team. A more traditional e-commerce will soon be expanded on the same platform with a marketplace, where the 120 luxury retail concessions of the Rinascente Milan store will be able to sell their products. In order to offer an engaging experience, the online store features a gamification component, as well as customized content, including tips and curiosities.

The graphics have been developed to re-create the exclusive atmosphere of the physical stores. Designed for both desktop and mobile, the company expects that 70% of the views will be made via smartphone, the online store will also offer a click and collect in-store pick up, easy returns, as well as free shipping in Italy for purchases over 30 €s. In addition, customers will be assisted by an in-house customer service, and will be able to pay with both credit card and cash at the delivery. Rinascente closed 2019 with revenues of €800mn, reporting double-digit growth compared to 2018. Due to the COVID-19 emergency, which forced Rinascente to shut all of its stores for over two months, the company expects to close 2020 with sales down between 20 and 25% compared with last year. The online store is expected to generate revenues of between €80mn and €100mn in two years.