Imagine next time you enter your favorite store, your phone vibrates in your pocket and a pop-up appears to welcome you back and suggest you some products you may want to try based on your previous purchase, your size and your tastes ? This is not sci-fi anymore, some pioneers are already working on it and it will become more and more important in the next years. This is what the mysterious words of « big Data », that swiftly became sacred within today’s companies, are about. We interact with digital devices more and more in our daily life. Each of these interactions generates data that can be collected, analysed and finally contribute to future improvements of existing goods and services or development of new ones. Big Data changed the whole approach towards marketing and turned the customers into a ressource for the brand. The customers are no longer passive, they take a big part in the general brand’s strategy, by pointing at specific flaws or being entertained by specific feature. Luxury being about experience above all, it is easy to imagine how data can help to enhance it. In both brick-and-mortal and virtual point of sales, the right use of data could allow brands to offer its customers an improved and highly customized purchase experience.