Luxury retail and digital management : developing customer experience in a digital world /
Michel Chevalier, Michel Gutsatz.
- Second edition.
- xxiv, 359 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Part I. Important choices in luxury distribution -- The various models in luxury distribution -- Do luxury products still sell in stores? -- Concept and design of a luxury boutique -- Online, offline or O2O? -- Part II. Know and understand the client -- Putting the customer back in the centre -- Customer identification and CRM -- The challenge of offline and online integration -- Logistics adapted to a digital culture -- Part III. Making client relationships more meaningful -- Customer behaviour in the store or online -- The importance of stores for building customer relationships -- Customer experience and building loyalty -- How the Internet has shattered the traditional sales model -- Management tools for luxury stores -- Luxury of sales points -- Managing store personnel: a toolbox -- At what price should products be sold? -- Financial analyses of sales points.
"Luxury Retail Management, Second Edition, sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalization and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands: they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. Defining all the tools that are necessary to manage luxury stores -- from the analysis of location and design concept, to the selection, training, and motivation of the staff -- the book covers everything you need to know to enter, expand, understand, and succeed in the world of luxury retail. And while some of the luxury retail rules and models in this book are exclusive to the luxury market, many have lessons for the whole retail sector. Luxury consumers are changing -- they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA?"-- |c Provided by publisher.