Luxury Goods Experience, Actively Break The Boundaries Of Traditional Sales

As a luxury item, both the electricity supplier and the store must uphold a golden rule -- "enhancing the sense of belonging and VIP experience", but this does not seem to be the only thing. The original intention of the electricity supplier is to provide a more convenient way, coupled with accurate data and relatively weak service. What the brand needs to find is how to build the network business into a part of luxury all-around services.

McKinsey has found that 3/4 of luxury consumers will be influenced by digital information, such as web browsing and social media, through the study of "shopping behavior" of 7000 luxury consumers worldwide. This also makes luxury goods more and more importance to the "online" battleground. Online channels will become an important part because it can record product trends. Mobile network not only facilitates consumers' online consumption, but also facilitates consumers to systematically collect consumer interests and other information.

"The goal of setting up an electronic mall is not to expand sales, but to improve the quality of our customer service." Pavlovsky, President of Chanel fashion department, told WWD. Chanel began selling eyewear products online in the US, and the company said the final plan is to add more. Accessories category And continue to expand the electricity supplier market. "We hope to provide users with multi-channel buying methods."

　　 Online retailers It will become a link between brands, boutiques and customers, and the boutique will become a place for consumers to interact and experience. Luca, director of the luxury Analysis Department of Paris bank, said: "although many duplicated stores have been unable to drive the growth of brand profits," Luca Solca said. But when the brand starts to sell online, consumers will be active again.

In 2015 Luxury goods On the "digital seminar", executives from global publishing houses, media, advertising, IT and other industries conducted an in-depth discussion: can luxury consumer experience be completed online? Tatiana, head of customer relations at Harold department store, said that consumers' demand for online services is no less than that of physical stores. Once disappointing them, there will be no second chances. Boyens, general manager of Paris Ritz Hotel, emphasized the balance between digitalization experience and tradition. After all, luxury brands should focus on historical heritage.

"The role of technology lies in improving customer experience rather than innovating. But at the same time, it may also pose a threat to old cards. Therefore, how to make proper use of them is very important in improving the experience while not letting the brand go off. " Net-a-Porter used to think of some ways to do so, just like the distribution of black van with brand logo, and all articles were packed in black boxes and tied with brand ribbons. It even acts as a guide to online fashion shopping. Even so, Net-a-Porter has not escaped the bad luck of losing money.