The explosion in channels, platforms, devices and other consumer touchpoints – not to mention the huge volumes of data produced as a result – has fundamentally changed the way companies approach the customer. Since changing its name from PPR to Kering, the Paris-headquartered parent of brands such as Gucci, Saint Laurent, Stella McCartney and PUMA, has been focusing on an omnichannel approach that aims to develop closer relationships with consumers and present more of a seamless experience across its entire portfolio. How? By leveraging data. Why? Because customers are already operating that way.

MeetTheBoss TV’s Ben Thompson caught up with Federico Barbieri, SVP of Digital & E-business at Kering, to discuss the firm’s new omnichannel approach, and why data is critical to its success.