The Panerai new e-commerce platform
Pros and cons of buying a new Panerai, on line.
Last October Panerai officially launched its new e-commerce platform. It means you can now buy your new Panerai while comfortably sitting in front of your computer and you can take advantage of a list of additional services such as for example the concierge service, the option to request free gift wrapping, the product availability check, the free return policy and, last but not least, a shipping method called "Boutique Pick-Up" which allows you to pick-up your watch directly at your nearest boutique.
E-commerce is a new option for those who are willing to wrap a new Panerai around their wrist, as well as a chance for the brand to get directly in touch with their final end-user as they're doing already through their boutiques. The advantage of selling a product to the consumer (in jargon it is called B2C or Business to Consumer) allows buyers to liaise directly with Panerai and lets Panerai maximize their earnings since there isn't any intermediary, i.e. the authorized dealer, between them.
From a buyer's perspective, the e-commerce platform is perfectly (and seamlessly) integrated into the website, that has been recently fully renewed. I mean that the purchase transaction is only the end point of an integrated process that starts with the customer surfing an immersive and very informative product page full of details about the watch and the after-sales service too. This architecture is quite innovative in the industry and makes the Panerai website look more consumer oriented rather than business oriented, if compared to most e-commerce platforms out there that look too often like impersonal on line shops. This is one of the undeniable pros of Panerai's new e-commerce, the con being it is very hard to access any potential discount unless you decide to step into your nearest authorized dealer.
(Photo credit: courtesy of Panerai; Horbiter®'s proprietary photo-shooting by Peter Tung)
Gaetano C @Horbiter®