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Camilla and Marc unveils digital ‘smart store’

Luxury womenswear brand Camilla and Marc is lifting its digital game with the relaunch of its e-commerce platform, including a ‘smart store’, a shoppable journal and the ability to connect with customers via livestreaming, video and chat.

Launching tomorrow, the site aims to offer customers the same personalised service they would receive in-store, but in an e-commerce environment.

“The new e-boutique brings our store experience to life in the digital world through innovation and a highly personalised experience,” said CEO Marc Freeman in a statement.

“Our customers around the world can now have access to 24/7 shopping, in a rich brand environment that is built on convenience, first.”

A new ‘By Appointment’ feature allows shoppers to connect one-on-one with a retail consultant, who can offer styling advice from the comfort of their own home. In addition, the search and merchandising tool helps customers find relevant products and provides a more personalised user experience.

Other features include contactless same-day delivery, courier returns and Apple Pay. According to the brand, the new site is built on a headless commerce model, which allows for faster speeds without compromising image quality.

Camilla and Marc’s relaunched site also features a shoppable journal, which combines rich visuals with a convenient digital retail experience – customers can enjoy the beautiful imagery and click on each piece to add to cart.

“At a time when the world is in lock down, creating highly relevant and meaningful communications powered by innovation is absolutely key,” said creative director, Camilla Freeman-Topper.

“This is a time where our customers are looking for content that inspires, as well as practical real time solutions that will assist their styling and wardrobing needs.”

According to the brand, the launch comes after international growth in Europe, UK and US, where the new site will be scaled and adapted for each market. 

When the brand’s physical stores reopen, customers will also have the ability to look up product availability at a shop closed to them.

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