Page 23 - June 2021

Polegato feels the pandemic has affected the whole fashion the site now integrates perfectly with the network of Geox
industry in a very significant way and that no company in the stores around the world, the traditional meeting points for
sector can be said to have been lucky. He explains that the consumers who are more attentive to style and comfort.
important thing was that Geox had the ability to promptly “Today they are offered the possibility not only to choose
react and remain a solid business, even from a financial point and buy online from the complete range of Geox products,
of view. but also to receive them in the nearest store, where they can
During the past 18 turbulent months, Geox have launched even place orders online.”
and re-launched stores in three strategic metropolitan The philosophy of the business is to offer well-being, and
cities. A new store that was entirely dedicated to children’s Polegato feels that customers look for beautiful things that
footwear collections was inaugurated in the Mega Teply Stan stand the test of time. The company differentiate themselves
Mall shopping centre in Russia, whilst the most important by keeping their prices stable by investing in product,
X-Store in the UAE reopened at the Dubai Mall and finally functionality, quality and style.
the largest of the 92 Geox stores in France reopened at the “We are committed to ensuring that our production
end of last year on Rue de Rivoli in the heart of the Parisian processes are not only innovative, but also sustainable and
Right Bank. carried out in full respect of the health and safety of workers
“In terms of expansion, we are already present in five and ecosystems.”
continents and very relevant in Europe. We are looking with Geox has always been focused on interpreting market needs
great interest in markets like Russia and China where we in advance and then offering ad hoc solutions.
are increasing our presence and experiencing solid growth. “These are the pillars of Geox, we are constantly investing
Eastern Europe and North America, particularly Canada, will in the store network, furthering innovations in our digital
be important markets for us going forward,” Polegato explains. output, technology and creativity; but also in the permanent
The onset of Covid-19 has accelerated a change in consumption training of staff amidst our continuing focus on sustainability.
between online and offline, and Geox has maintained its close These are never separated from our ethics and this will not
relationship with its customers by continuing to improve change in the years to come,” Polegato concludes.
both its digital and physical experiences, which continue to be
increasingly integrated.
No longer constructed and designed as simple points of sale,
Geox stores are being transformed into authentic territorial
hubs and are catalysts of a range of services and places that
create engaging and memorable experiences. They are also
working on a new loyalty program that will allow a two-way
form of communication between the brand and consumers.
This communication is no better reflected than through its
social media content that is purposefully thought out to keep
customers engaged with their brand values and new products.
The brand wants to share its vision and build trust among
consumers to build increased consideration and intention
to buy.
“The recent investment plan undertaken by our brand is
focused on omni-channel, a substantial development of the
services offered and a clear improvement in performance.
The results of this meant that in 2020 Geox became one of
the ten best companies operating in Italy according to the
Customer Experience Excellence study conducted by KPMG,”
says Polegato.
Thanks to the new features that have been introduced,
54 RETAIL & LEISURE INTERNATIONAL JUNE 2021