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~ Penti ~

Omni-channel strategy Providing consumers with the most optimised product assort-
While growing online over the years, the e-commerce team of ment, based on their preferences, requires a lot of data research
Penti has been growing as well. Now, a team of ten is working and technology. “It is why we connected customer segmentation
on a daily basis to optimise the platform and generate sales. An and personalisation solutions to our current platform. It helps
ongoing process is to fit the online and offline strategies in the us to select which products to offer to a specific consumer,” tells
overarching omni-channel strategy of the company. “It was a logi- Garan, immediately providing an example. “Recently, our Ma Vie
cal step to match our online and offline experience,” Garan states. Privee collection was released, which is exclusively online. This
“However, this is easier said than done. Our e-commerce team has product line is appealing more to daring and mysterious women.
to work closely together with our offline team to strengthen our Based on clicks, historical order data and other information, we
globalised perspective. We aim to provide our customers a holistic profiled our consumers and decided to show them more or less of
brand language by giving them the same experience at every point this new line. We have seen some very positive results.”
of contact. That means approaching consumers the same way
when purchasing online as well as offline. It is one of the reasons Eyes on the horizon
we are continually improving on our online content.” Penti closed Fiscal Year 2018 with more than 530 shops in
more than 30 countries. It is extensively located in Turkey, with
Penti aims to be an unified brand, no matter the channel of 364 shops in 62 cities while its cross-border ambitions become
contact. “We call this our clear with 170 shops and an
360-perspective. It is the per- English online shop abroad.
“WE AIM TO PROVIDE OUR
fect fit for our multi-channel The international operations
strategy and helps consumers of the brand are becoming
define who they are deal- more important. “We aim to
CUSTOMERS A HOLISTIC
ing with and what to expect. open 50 new shops on five
With our new platform, we continents, from Kazakhstan
can integrate the offline and to Canada. Our cross-border
BRAND LANGUAGE BY
online world even more. In operations grew by 82% and
more than a hundred of our aim for a market leadership
shops, for example, we can in countries like Kuwait and
GIVING THEM THE SAME
offer a click-and-collect pur- Lebanon. Furthermore, we
chase option. Our platform will continue our growth
triggers a selected shop that in Europe, the Middle
EXPERIENCE AT EVERY
gets a notification an online East and plan to enter the
purchase is on its way to be Greek market,” says Garan,
picked up by the consumer. continuing: “The Romanian
POINT OF CONTACT.”
It is an extra service for our market is a prime example of
customers and an extra sales what we aim for. In 2018, we
generator for us,” Garan tells. hosted more than 5 million
visitors in our shops here. By
A personalised experience opening more shops in the near future, we aim to become mar-
Aiming for a unified experience is only one side of the coin. Penti ket leader here too. In Romania, our strategy to raise the brand
is aiming to make this unified experience as personal as possible awareness of Penti paid off. Our operations are growing and for
too. As a leading brand in intimates and beach wear, the company the coming period, Romania will be our second point of focus,
has a lot of product expertise in house. “Our knowledge always after the Turkish market. Our online activities are growing rap-
put us upfront in the market. It enabled us to raise the bar in idly in Romania too. By opening a warehouse, we aim to process
leadership,” explains Garan. Penti offers collection structures with to all European countries. An ambitious goal for the future, but
more options. Colours and patterns vary each season. “In 2018, one we really look forward to,” concludes Garan. ••
we added personalised bras to our assortment. This approach was
implemented on our online shop. Consumers can select a basic bra
Gerrit Enthoven, Sales Director EMEA at Intershop
model and design it themselves with desired patterns and strap
“PENTI is a famous brand in Turkey and developed itself to the very successful multi-
alternatives. A few years earlier, we launched a tool that helped
category intimates retailer it is today. With more than 500 stores, selling in so many
millions of women find the correct bra size and model that suited
countries and the immense website traffic and huge transaction volume it was
them. It is named MyBra and has been ground-breaking in the
an exciting project. PENTI had many demanding requests for their B2C-webshops,
field of online intimate fashion. It is our mission to bring tech-
which matched our B2C solution and Myra New Media expertise perfectly. We are
nologies to our consumers, like the Penti MybraTouch, that makes
confident that the fast development of new features and the focus on creating a
their life healthier, comfortable and elegant. We believe that, with
personalised experience, while ensuring an integrated 360 customer experience,
the quality of products we deliver and our market position, we
will help them even to grow further in the near future.”
continue to be accessible to all women,” says Garan.

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