Dickson Concepts opens up Harvey Nichols to HK online shoppers
In this article (5)
Dickson Concepts has entered a strategic partnership with UK department store Harvey Nichols to combine physical retail stores and e-commerce.
“Dickson Concepts will gain complete access to Harvey Nichols’ digital expertise, and allow Harvey Nichols to accelerate its global e-commerce strategy by combining its highly curated fashion edits from two iconic international locations online,” the Hong Kong-listed company said in a statement.
Dickson Concepts operates Harvey Nichols, Beauty Bazaar and Beauty Avenue stores and controls the UK-incorporated Harvey Nichols Group.
Leading international brands and emerging designer talent from both Harvey Nichols UK and Harvey Nichols Hong Kong will be available online, with local customers now able to shop the global Harvey Nichols range.
As part of the partnership, Dickson Concepts will also launch multiple omnichannel initiatives, such as introducing “Endless Aisles” at its stores that will allow in-store customers to enjoy the full offer of Harvey Nichols’ in-store and online offering simultaneously.
E-commerce styling lounges with stylists offering personalised service will be introduced to assist customers to coordinate their personal looks.
“Dickson Concepts will also work with Harvey Nichols to introduce augmented reality solutions in-store, which will allow Hong Kong customers to virtually try selected beauty products only available at Harvey Nichols UK, before proceeding to make purchases online. Furthermore, Dickson Concepts will work with Harvey Nichols to allow Hong Kong’s online customers to shop live with Harvey Nichols’ in-store stylists in the UK, via a solution powered by the global retail technology company Hero, with which Harvey Nichols has an exclusive arrangement.”
“E-commerce styling lounges with stylists offering personalised service will be introduced to assist customers to coordinate their personal looks.”
Hong Kong online shoppers will be able to connect and interact with associates from Harvey Nichols’ UK stores via instant messaging, photo sharing, and live video streaming, allowing customers to shop the group’s eight stores in the UK in the comfort of their own homes.
Since launching harveynichols.com in 2011, Harvey Nichols has invested over HK$500 million in its e-commerce business, allowing the company to become the first luxury department store in the UK to integrate a marketplace solution in its e-commerce platform, along with being the first department store in the UK to link its online customers with in-store product experts in real-time, to enable live shopping via instant messaging, photo sharing, and live video streaming.
Harvey Nichols also recently signed a multi-year, global partnership deal to become the first department store in the world to join the Farfetch platform. Farfetch customers will be able to buy from Harvey Nichols from anywhere in the world.
Embracing digital
Dickson Concepts says the partnership with Harvey Nichols demonstrates the former’s commitment to embracing digital technologies and developing its e-commerce business to “define a completely new retail format for Hong Kong,” re-enforcing its belief that e-commerce will become a dominant part of retail internationally.
“As such, the group is prepared to invest up to HK$200 million on its digital marketing and e-commerce initiatives to grow its e-commerce business, and with its healthy cash balance in excess of HK$1 billion, will also make additional appropriate strategic investments to accelerate its growth in e-commerce.”
Questions & Answers
Q.What is the primary goal of the strategic partnership between Dickson Concepts and Harvey Nichols?
What is the primary goal of the strategic partnership between Dickson Concepts and Harvey Nichols?
The partnership aims to combine physical retail stores and e-commerce for both companies. Dickson Concepts will gain access to Harvey Nichols' digital expertise, while Harvey Nichols can accelerate its global e-commerce strategy by combining curated fashion edits from iconic international locations online.
Q.How will the new partnership benefit Hong Kong online shoppers specifically?
How will the new partnership benefit Hong Kong online shoppers specifically?
Hong Kong online shoppers will gain access to leading international brands and designer talent from both Harvey Nichols UK and Hong Kong. They can also connect with UK in-store stylists via instant messaging, photo sharing, and live video streaming to shop the group's UK stores.
Q.What new in-store initiatives will Dickson Concepts introduce as part of this partnership?
What new in-store initiatives will Dickson Concepts introduce as part of this partnership?
Dickson Concepts will introduce "Endless Aisles" allowing customers to access the full online and in-store offer. E-commerce styling lounges with stylists will also be available, alongside augmented reality solutions for virtually trying beauty products.
Q.What is Dickson Concepts' financial commitment to its e-commerce and digital initiatives?
What is Dickson Concepts' financial commitment to its e-commerce and digital initiatives?
Dickson Concepts is prepared to invest up to HK$200 million in digital marketing and e-commerce initiatives. With a healthy cash balance exceeding HK$1 billion, it plans additional strategic investments to accelerate growth in e-commerce.
Reader pulse
Is this a smart move for Dickson Concepts?
23,644 votes so far