Digital is redefining what it means distinctive experience for luxury brands: the challenge is considerable. This is even more complicated when consumers’ journey follows distinct and fragmented paths. Luxury brands have no choice but to become omnichannel in effect, given the current trends. This requires a rethinking of the customer experience and customer engagement strategies.
A new marketing model
Fashion brands are changing the advertising, the way in which online and offline communicate and connect with consumers. They are committed in being able to provide an experience of smooth purchase, simple and effective. The rise of digital technology has also contributed to increasing a number of touchpoints between consumers and brands, with a large number of platforms involved, from Instagram to the e-commerce site, thus resulting in a complicated purchase path and no longer linear.
Luxury experience touchpoints:
- The store: even in the digital age consumers are deeply influenced by what they see and experience in the physical store, so much to remain the main point of contact. Hence the importance of this touchpoint influencing sales: provide exceptional store experience is a must, and digital offers a great opportunity to modernize and even more facilitate this crucial moment of encounter.
- Word of mouth: luxury customers pay much attention to what others say. These interactions may consist in the more traditional conversation with a friend or in more modern digital dialogues via email, blog or even via comments on Facebook.
- Online search: Online search: luxury brands invest a lot of effort and resources into creating visibility offline, starting with flagship stores in exclusive locations. However it is equally important to be visible online.
- The sales staff (sales assistant): an enjoyable shopping experience thanks to a sales person able to meet the customer’s needs can have a lasting impact on the consumer, and the same in the opposite case. Digital technology can help to improve the training of the sales staff and improve customer interaction thus enabling a better shopping experience.
- Brand website: hub of the digital presence of a brand, is the leading digital asset, since it is the first point of reference for the majority of consumers when they search for information about a brand. The site represents the business card of the brand, reflecting its history and vision.
- Social network: The advent of social networks has led to an increase in the number of touchpoints between brands and consumers. Enabling the sharing of multimedia content, social networks also allow a dialogue with customers no longer one-way, but bidirectional. Brands can share contents (photos, news, lookbook …) on a range of platforms, including Twitter, Youtube, Pinterest and Instagram, and consumers may respond to that content, thus demonstrating their approval and sympathy for the brand.