GROUP
Retailers are becoming increasingly aware that shoppers who are prepared to set foot in a physical store want a service and an experience they can not get online.
Customer advocacy is crucial for the success of any industry, but it is even more critical for the luxury sector where consumers expect exceptional services. As Chinese luxury buyers are becoming more demanding, multinational brands are growing concerned that their products could lose appeal faced with competition from emerging niche brands. Consequently, some luxury players try to differentiate themselves from adversaries through brand positioning strategies that connect the end-consumer to the brand. That is easier said than done. In fact, in the age of Big Data, it is surprising to see that brands expect to deliver personalized content while under-using or ignoring their data.