Luxury brands now need to offer a modern digital experience, both online (e-commerce and social media) and in physical stores, while preserving their brand image. Ultimately, the main aim is to offer a seamless, unique and innovative experience. Do experiences currently offered by luxury brands meet these requirements?
The digital revolution of recent years has profoundly changed the behaviour of consumers in three areas:
- Geography: internationalisation of the customer base;
- Society: changes in consumption modes (such as multi-device purchases);
- Time: modification of the relationship with time (need for instantaneity).
LUXURY AND THE ADVENT OF THE MILLENNIALS
According to the study ‘Luxe & Millennials’ conducted by the firm DISKO (2018), millennials represent nearly half of luxury goods consumers. However, according to them, 74% of luxury brands do not meet their expectations in terms of digital services.
These expectations are characteristic of a generation that has grown up and evolved with the technologies we now use on a daily basis. Put simply, these consumption expectations can be summed up with the phrase: “anytime, anywhere, any device”.
Below is a list (incomplete) of best practices we have identified to meet these expectations.
BEST PRACTICES FOR A SUCCESSFUL DIGITAL EXPERIENCE IN LUXURY:
- Provide an omnichannel experience, in which technological innovations bring novelty.
- Offer limited editions and instant purchases on social networks.
- Make points of sale more attractive with meetings and events available online (e.g. Live and replay of workshops, Today at Apple).
- Make sure your digital communication is consistent with events and commercial activities at points of sale.
- Offer web-to-store AND store-to-web.
- Rethink the role of sales advisers in order to position them as digital communication intermediaries with your customers (the sales adviser becomes a mini-influencer, who manages a customer portfolio like a community).
- Ensure aesthetic consistency of points of sale, between digital tools (sales staff tablets, screens, etc.) and the image of the store.
- Pay attention to the legal and cultural environment: relationships with technology vary from market to market.
Lastly, beware of the “gadget effect”: digital is only an asset when it serves the customer experience.
E-commerce Business Analyst, SQLI