Elevating e-Commerce — TORI SIGNORELLI

Elevating e-Commerce: Redefining Global CX at Farfetch

When the pandemic accelerated demand for online luxury while simultaneously straining global logistics, Farfetch faced a structural challenge: the systems that delivered its most differentiated experiences were no longer holding under pressure. As costs rose and service complexity increased, experience—one of the company’s core value drivers—was at risk of fragmentation. My role was to redesign how service, data, and decision-making worked together so the luxury experience remained consistent, trusted, and scalable.

A Post-Pandemic CX Strategy

Business Challenge:

The Pandemic had created a positive shift to online shopping, but had put a massive strain on logistics and supply chain networks that higher business costs. These global challenges put our biggest experience differentiators at risk for the first time in company history, resulting in a dip in NPS and customer sentiment scores.

To understand the business impact in operational terms, we mapped what distinguished Farfetch and how those differentiators were under threat.

Preserving these differentiators required rethinking how service, data, and decision-making worked together under constraint.

Designing the Operating Model:

To protect these differentiators, the challenge was not simply improving individual touchpoints, but redesigning how service, data, and decision-making worked together across the customer journey. The strategy focused on creating a scalable operating model that could preserve trust, personalization, and speed under increasing global complexity.

The shift from siloed execution to an integrated operating model unlocked measurable impact at scale.

We aligned cross-functional teams around a shared journey view, using the customer point of view as the organizing logic for structured execution of the Conversational Commerce program.

This approach translated into a coordinated service architecture—connecting journey design, service roles, and enabling technology into a single, executable offering.

Designing the Offering:

Outcome Overview:

The outcome was a suite of white-glove services tested and launched as part of Conversational Commerce that leveraged the strengths of each team to help customers gain styling advice, access hard-to-find products, and manage their purchasing journey with high confidence and minimal friction. The results showed increased loyalty program engagement, higher repurchase rates and increased revenue.

Select Customer Experience Outcomes:

Expansion of service (chat) channels, enabling asynchronous communication - meeting preferences across a broader customer demographic.

Clear & unique service propositions giving customers easier and faster access to our full suite of services and products - with more personalized recommendations and support.

5 new membership Incentives across tiers in the form of products and services. Getting them what they want and need more quickly and giving a real reason to be loyal shoppers.

Business Impact: