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As luxury begins to normalize, capturing customers – whether aspirational or affluent – is proving increasingly complex. To achieve this, the sector is capitalizing on technologies such as artificial intelligence. These technologies are no substitute for higher standards of customer experience.<\/p>\n
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In fact, the real war is not so much about technology as it is about customer service, and the need to improve the skills of sales teams is at the heart of the concerns of the sector’s major players.<\/p>\n
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More than ever, the elevation of luxury goods in 2023 (price, offer, communication, positioning) will also require a reasoned use of technology, far from mere buzzwords.<\/p>\n
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Now that we’ve seen the impact of inflation on the annual results of luxury players, the new commercial and organizational tactics underway, and the new capitalization on an extended family as a new narrative in a climate of growing global polarization, let’s turn to the sinews of luxury’s war: its retail experience. A field in which Prada is committed to investing 1 billion euros over the next five years!<\/p>\n
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Corinne Thierache and Adrien Bansard note that “the luxury goods industry has been particularly vocal about Web 3.0 in 2023.<\/strong> Valentino, LVMH, Yves Saint Laurent Beaut\u00e9, Alpine and Maison Margiela are just some of the major Houses that have seized this opportunity head-on, with a variety of intentions (interaction with their community thanks to influencers, exploration of the virtual world, accessibility or innovation), sometimes in partnership with a specialized company.”<\/p>\n <\/p>\n While NFT and metaverse were more discreet at the end of the year, artificial intelligence<\/strong> – in particular generative intelligence with Chat Gpt for the textual part, and Midjourney and Dall-E for the visual part<\/strong> – took the spotlight, notably with projects for Guerlain, Revolve, Coperni and, more recently, Etro. Whether to create point-of-sale animation around the House’s heritage or to create a communication campaign ex nihilo.<\/p>\n <\/p>\n <\/p>\n In the midst of hyper-digitization, retail has managed to retain its credentials<\/strong> by capitalizing on a personalized customer experience<\/strong>, as much through a greater emphasis on the expertise of its sales advisors<\/strong> as through the usefulness of technology.<\/p>\n <\/p>\n \u201dAs R\u00e9mi le Druillenec, CEO and co-founder of brand experience agency H\u00e9ro\u00efne, points out, artificial intelligence<\/strong> has taken center stage, and will again be at the heart of relational and experiential<\/strong> issues this year. For him, “artificial intelligence will restore the human approach to business. Especially in the context of the talent crisis in the luxury sector, tomorrow’s salespeople<\/strong> will need to be augmented by AI<\/strong> to meet rising customer expectations and focus on the relationship, beyond the transaction.”<\/p>\n <\/p>\nDiscreet integration of in-store technology<\/h2>\n