One of the premises of luxury brands is to offer the consumer a personalized and unique treatment that makes buying a unique experience that helps to build loyalty and strengthen the relationship between them. If before sales efforts are only focused on the points of sale, with digital disclosure, they have to adapt to the omnichannel customer.
Traditional luxury brands must also take into consideration competitors already established and specialized in the digital sector. Personalization is one of the keys in the luxury sector, however, only 23% of the luxury brands analyzed (In the last report of DM), offer on their web pages filters when looking for products or sizes. Therefore we can say that many of them have the challenge of filling the gap between the digital world and the off world, whose dividing line is gradually disappearing.
It has been shown that 6 out of 10 consumers are willing to pay more for a product if they receive personalized attention, and that they value more the information and opinion they read on digital networks than at the point of sale. Live chat services, personalized digital experiences, recommendations according to the data that can be collected from the devices are some of the proposals that are able to guarantee the loyalty and capture of the target audience. And we must not forget either mobile commerce, which is growing and is expected to exceed the already established e-commerce in 2018.