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As last year, Bain & Company has associated with the Comit\u00e9 Colbert<\/strong>, the French luxury goods organization<\/strong> which brings together 93 French companies, 17 cultural institutions and 6 European luxury goods companies. In 2022, the duo examined luxury’s relationship with new technologies in general.<\/p>\n <\/p>\n <\/p>\n This year, it focused on “the key element<\/strong><\/em>“ of the boutique<\/strong>, which was rediscovered after COVID<\/strong>\u00a0emphasizes B\u00e9n\u00e9dicte Epinay<\/strong>, general delegate of the Comit\u00e9 Colbert<\/strong>. However, the boutique is now part of an omnichannel shopping experience<\/strong>: “80% of customers who buy in a boutique began their shopping experience online,” adds Jo\u00eblle de Montgolfier, Vice President, Consumer Goods, Retail, Fashion and Luxury at Bain & Company<\/strong>.<\/p>\n <\/p>\n The study was carried out between April and June 2023 using several sources: a qualitative online questionnaire targeting luxury customers in France, China and the United States<\/strong>, qualitative interviews with the latter and with executives from Houses, groups and technology partners, and finally various documentary research.<\/p>\n <\/p>\n The first positive finding of this report is the high level of acceptance of technology in the store by customers<\/strong>, provided it is not disconnected from the human element. The salesperson remains the essential contact<\/strong>.<\/p>\n <\/p>\n <\/p>\n “Of the eleven technologies mentioned, ten have an acceptance rate of over 70%,<\/em>” emphasizes Mathilde Haemmerl\u00e9. The least appreciated being the use of a robot, favored by only 63% of respondents.<\/strong><\/p>\n <\/p>\n Another surprise: “All generations show a very strong interest<\/em>” in these technologies<\/strong>, and this “regardless of whether they are regular or occasional users<\/em>“.<\/p>\n <\/p>\n There are, however, significant differences between nationalities: while only 66% of French people are interested, this is the case for 74% of Americans and 84% of Chinese<\/strong>. The Middle Kingdom often serves as a testing ground for the technological advances of the Houses…<\/p>\n <\/p>\n The Bain & Company x Comit\u00e9 Colbert study does, however, identify the best use to be made of these technologies, with golden rules to be respected to ensure that they are not “mere gadgets<\/em>“<\/strong> and that they do not call into question the excellence of luxury service.<\/p>\n <\/p>\nFrench, Chinese and American customers<\/strong><\/h2>\n
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Enhancing customer relations<\/strong><\/h2>\n
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