Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers.
Taking you beyond omni-channel marketing, this book takes a deep dive into the concept of omni-personal, which enables you to connect your brand to relevant and individual experiences. Highly practical in scope, it takes you on a journey to building individual and relevant experiences and relationships at scale. The authors answer the essential questions of who, why, how, what and when omni-personal matters most in luxury, offering best-practice examples, case studies and interviews with industry leaders. Ultimately, this book shows you how to embed the omni-personalstrategy into your business and offers a framework to help you assess your organizations ability to deliver omni-personal marketing along the different channels and touchpoints within the customer journey.
This book is for anyone who is interested in the future of luxury, including industry experts and brand managers who want a better understanding of the required steps towards an omni-personal customer relationship.
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1 Introduction: The Future of Luxury |
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1 | (16) |
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2 The Industry Is Special |
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17 | (18) |
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3 Cautious Steps Towards Digital |
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35 | (16) |
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4 Customer Centricity Is Key |
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51 | (12) |
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5 Digital Transformation of the Omni-personal Customer Journey |
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63 | (78) |
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6 How to Go Omni-personal |
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141 | (20) |
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7 Conclusion: Embark on Your Journey to the Omni-personal Now |
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161 | (2) |
| Bibliography |
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163 | (8) |
| Index |
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171 | |
Rebecca Schmitt is a Digital Transformation Manager at a global consulting firm and advises various luxury companies with a focus on customer experience, e-commerce, CRM, and digital transformation.
She lives in Munich, Germany. After her studies in Germany and France, she started her career at Amazon and worked as an independent consultant before she moved back into the corporate world. Over the last years she supported different luxury clients in Europe and Asia.
Arnaud Rossi is bringing 20+ years of international consulting experience in large and complex transformation programs such as: Global Omni-channel/e-commerce/CRM implementation, Global ERP implementation, Operating Model transformation and Shared Service Organisation implementation. He has been working with global companies in consumer goods, retail and luxury sector since 2002 and is now leading the Consumer Goods and Luxury practice in Switzerland, Germany, Austria and Russia for a global consultancy firm.
Albert Bensoussan has worked for all leading luxury conglomerates (Richemont, LVMH, Kering) in his long executive career. Today he is the Vice Chairman of Bang & Olufsen and an independent advisor to luxury brands and financial investors, targeting the luxury sector.
In his last position, he was CEO for the Luxury - Watches & Jewelry Division at the Kering Group. Before that, he had various executive roles at LVMH and Richemont, such as being the responsible global Director for Louis Vuitton Watch and Jewelry business unit, the Sales and Marketing Director for the entire LVMH Watch & Jewelry Division, the President at Givenchy Couture in Japan, the Director of Leather Goods, Fashion Accessories and Eyewear Division at Givenchy Couture in France, and acting as the Director for Watches & Jewelry at Cartier.
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