With the emergence of ‘experience marketing’, it has become a well-established view that luxury brand experiences should go far beyond interactions solely focused on products or services. Today’s luxury consumers demand an ecosystem composed of carefully orchestrated touch points which foster emotional ties along the entire customer journey to transcend the mere feeling of instant gratification when acquiring a desired luxury item. The perception that luxury experiences start and end when customers pass through the doors of a High Street luxury store appears to be outdated.
Creating space where the digital and the physical meet
In the age of liquid expectations, luxury consumers desire a digital flavor as part of any branded interaction. The possibilities are endless. Mobile guidance to a VIP lounge at the heart of the district where shoppers can check in their luggage, sort their tax refunds, or plan their stay all while enjoying a glass of champagne. Apps using beacon technology push perfectly timed, situational content to shoppers’ phones to promote events with their favorite brands in stores nearby. Want concierge service on demand? It’s right there at your fingertips. Ultimately, these solutions all align to a single overarching goal: Treating visitors to the glamour of a district from the moment they plan their trip and long after they leave so that they get to see a lot more than the shops they visit.
Source : @Accenture
Giving a digital makeover to traditional retail to retain high street footfall
Accenture’s Fjord states in its 2016 Luxury Trend Report, “(…) luxury brands need to reinvent what premium services are expected by their customers”, particularly in a time where personalized services are going mainstream. In the past, the usage of digital channels was once believed to drive the dilution of luxury brand identity. Nowadays, Generation Y’s emerging luxury consumers are digital natives who take omni-channel solutions for granted. As a result, elevating customer experiences through new digital channels is a must. Digital brand interactions are increasingly manifesting themselves as a necessity for luxury brands to secure the buy-in of this demanding generational cohort and deliver the elusive exclusivity craved by lovers of glamour and chic.
However, luxury brands should avoid the trap of blindly rushing forward as a non-cohesive use of technology may be passed on to its customers in the form of fragmented experiences. After all, subtlety and consistency will be key to realize the tremendous potentials of readily available technologies to revamp High Streets into versatile destinations where digital and physical elements unite into something bigger than the sum of its parts.
Source : @Accenture
Author: Maximilian Faschan (Technology Consulting)
Source Image à la Une : @Accenture