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Diesel Launches Online Store to Enhance Customer Experience and Community Engagement

Diesel officially opened its online store on November 12, taking a year to develop the platform. Collaborating with various film companies, they integrated advanced technology initially utilized in “The Matrix.” Anticipating a 20% growth in online sales, the luxury segment of their business is expected to expand even more rapidly. The store features "The Cult," a community section that shares reviews on independent albums and unique art exhibits, aiming to attract 45,000 daily viewers. They also offer a free return policy with convenient pick-up for unwanted items.

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Diesel Launches Online Store to Enhance Customer Experience and Community Engagement

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  1. Diesel debuts online store Jamilah Cash Grant Miller Ryan Van Vleet

  2. Summary • Officially opened their online store Monday November 12th. • Took a year to develop • Hired many film companies to help the company tailor technology that was first used in “The Matrix.”

  3. Summary Cont. • Online sales to grow 20% this year with the luxury end growing faster. (Sucharita Mulpuru) • Really put the diesel experience into the site.

  4. The Cult • Created a section to build a community for their customers called The Cult. • Offers reviews of independent albums, offbeat art exhibits, and other topics that interest their customers. • Assist with attracting 45,000 viewers a day.

  5. Yoox • Business that creates and manages virtual stores for designers • Currently running sites for Diesel, Armani, Italian brand Marni, and Dolce & Gabbana • Do everything for technology development, to shipping and customer service

  6. Return Policy • Return rates can run as high as 50% for diesel products. • Past on-line retailers used e-mail for returns • 64% of returns took over 2 weeks to credit your account. • Free returns for all purchases • Free pick-up of unwanted items from either your home or office

  7. Sources • http://money.cnn.com/2007/11/12/magazines/fortune/kapner_diesel.fortune/index.htm?postversion=2007111211 • http://retailindustry.about.com/library/bl/bl_bbase0220.htm • http://www.yoox.com/ • www.dieseljeans.com

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