An interview with Luca Faloni’s Head of Growth, Philipp Mensch, about their international growth strategy and platform pivot from Shopify to Centra.
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In this podcast, Paul Rogers interviews Philipp Mensch, head of growth at Luca Faloni, an Italian premium menswear brand. We explore the brand’s recent replatforming to Centra from Shopify, focusing on the need for a scalable and flexible tech stack to support international growth.
Philipp shares insights on managing internal resources during the migration, the importance of internationalisation and localisation, and the brand’s commitment to a direct-to-consumer strategy. We also explore the omnichannel experience, customer services, and the evolving approach to loyalty programs, emphasising the need for a unique and engaging customer experience.
Philipp finishes by providing his thoughts on the future roadmap for Luca Faloni, highlighting the focus on continuous innovation and improvement in the omnichannel space.
Key takeaways
- Luca Faloni focuses on high-quality, timeless menswear.
- The decision to replatform was driven by international growth needs.
- Centra’s headless solution offers flexibility and scalability.
- A hybrid approach was used for resource management during migration.
- Localisation includes language, currency, and seasonal content adjustments.
- Direct-to-consumer strategy is prioritised over wholesale.
- Omnichannel services include endless aisle orders and gift cards.
- Loyalty programs aim to create brand ambassadors, not just transactions.
- Integration of loyalty with CRM enhances customer experience.
- Future plans include improving omnichannel logistics and communication.
Key discussion points
- 00:00 > Introduction to Luca Valoni and Philip’s Role
- 02:00 > Replatforming to Centra: The Decision Process
- 04:58 > Transitioning from Shopify to a Headless Solution
- 08:21 > Managing Internal Resources During Migration
- 14:02 > Internationalisation and Localisation Strategy
- 20:35 > Focus on Direct-to-Consumer (D2C) Strategy
- 21:34 > Omnichannel Experience and Customer Services
- 24:58 > Approach to Loyalty Programs
- 30:43 > Future Roadmap and Omnichannel Improvements
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