EP259: Luca Faloni's Head of Growth On The Pivot From Shopify To Centra To Support International Ecommerce Expansion

In this podcast, Paul Rogers interviews Philipp Mensch, head of growth at Luca Faloni, an Italian premium menswear brand. We explore the brand's recent replatforming to Centra from Shopify, focusing on the need for a scalable and flexible tech stack to support international growth. Philipp shares insights on managing internal resources during the migration, the importance of internationalisation and localisation, and the brand's commitment to a direct-to-consumer strategy. We also explore the omnichannel experience, customer services, and the evolving approach to loyalty programs, emphasising the need for a unique and engaging customer experience. Philipp also provides his thoughts on the future roadmap for Luca Faloni, highlighting the focus on continuous innovation and improvement in the omnichannel space. Key takeaways: Luca Faloni focuses on high-quality, timeless menswear. The decision to replatform was driven by international growth needs. Centra's headless solution offers flexibility and scalability. A hybrid approach was used for resource management during migration. Localisation includes language, currency, and seasonal content adjustments. Direct-to-consumer strategy is prioritised over wholesale. Omnichannel services include endless aisle orders and gift cards. Loyalty programs aim to create brand ambassadors, not just transactions. Integration of loyalty with CRM enhances customer experience. Future plans include improving omnichannel logistics and communication.