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NEW TRENDS IN ONLINE LUXURY CONSUMPTION

NEW TRENDS IN ONLINE LUXURY CONSUMPTION

Is the Luxury industry meeting its consumers’ expectations online? For the conference organised by Syntec and the French Marketing Association on 4 April 2017, Françoise Hernaez Fourrier, who directed the Ipsos luxury market survey, reviews the attitudes and expectations of online luxury goods consumers. ‘World Luxury Tracking’, the Ipsos survey which analysed the expectations and trends amongst luxury consumers in 15 countries in 2015 and 2016, reveals 4 trends in e-commerce 

The cultivation of uniqueness 

90% of luxury consumers who responded to the Ipsos survey are sensitive to the exclusivity and personalisation of authentic and qualitative product offerings. The survey emphasizes the increase in the personalisation of luxury goods: engravings on perfume and prestigious alcohol bottles, personalized embroidery by Burberry in London and Gucci in Milan (Do It Yourself Jacket service). The survey also suggests that this is only the start of what is set to become an ultra-personalisation trend thanks to Big data and Smart data strategies. This is a real challenge for luxury brands at a time when web sites are ever increasingly responsive and must adapt to all types of communication channels. The other consumer expectation: the provision of an exceptional online service in terms of delivery, exchanges and product packaging. 

A sensory experience 

Consumers seek a sensory luxury experience in which the unexpected and sharing play their part – both in the communication process […]

FIND OUT THE WHOLE OF THIS ARTICLE BY ORDERING THE LUXURY ECONOMY BOOKS – INTEGRAL VERSION

YOU CAN ALSO CHECK THIS ITEM BY ORDERING THE BOOK OF MARKETING

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