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.
Maxime Guyon, SQLI