THE CHANGING FACE OF

LUXURY RETAIL IN AN

ONLINE WORLD

The OMNICHANNEL

LUXURY Challenge• Today’s modern, connected consumer is doing a

lot of things in a lot of places.

• Their path to purchase is no longer linear

What Does This

Mean For The

Luxury Sector?

YOUR CUSTOMERS ARE

NOW IN CHARGEThis shift to online means more channels, more

devices, across which your customers expect a

high-quality, service-led, brand experience.

KNOW YOUR CUSTOMER

3 CORE MARKETS… We believe there are 3 core luxury markets,

all with different needs.

Traditional Luxury Buyers

In the world of “luxury”, brand

experience and perception are far

more important than price.

Shoppers EXPECT high-quality

craftsmanship, beautiful

packaging, seamless delivery and

certainly a better class of

customer service.

Luxury Retailers that meet

‘traditional’ consumer

expectations focus on quality

materials, superior craftsmanship

and a luxurious shopping

experience.

Luxury Digital Buyers

These digital consumers enjoy

utilising the benefits of the web,

with immediate access to lifestyle

inspiration (articles, reviews and

recommendations).

Budget Buyers

This consumer group are savvy

about the deals they can get,

some looking to ‘pre-owned’

designer sites and discount affiliate

sites.

WHICH IS YOUR TARGET

MARKET?

If you know your core market then

you can decide whether your

customers value…

In-store events and VIP opening nights…

Over Promotions & Discounts…

Or whether to invest in guest blogs from brand

ambassadors?

Only by truly knowing your

customer will you be able to

attribute priority to personalise

your marketing tactics.

Many luxury brands miss the mark

when it comes to creating a

successful omnichannel experience

…and simply ‘get it wrong’ when it

comes to eCommerce.

Avoiding best practice conventions

and placing a priority on visual

appeal over functionality often

leads to poor usability.

Resulting in an experience that’s

anything but luxurious!

In a recent report we identified

100 UK Luxury Retailers

and scored each against key

criteria for a ‘luxurious’

experience online.

IN THIS FREE 14-PAGE

REPORT WE OUTLINE

How do you provide stylish showrooms, customer

service & advice through a screen?

And how can luxury brands set themselves apart

from the discount, online (pure-play) retailer?

8 Examples of ‘Luxury

Retailers’ That Are Getting

Omnichannel Right & Why

If you’re curious about which

luxury retailers hit the

top of our list…

Download Our Whitepaper:“The Changing Face of Luxury Retail in an Online

World”