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Luxury Retail and Digital Management. Developing Customer Experience in a Digital World. Edition No. 2

  • Book

  • 384 Pages
  • May 2020
  • Region: Global
  • John Wiley and Sons Ltd
  • ID: 5842520

Develop a winning customer experience in the digital world

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?

Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation 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. 

• Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept

• Explores the selection, training and motivation of the staff

• Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail

Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

Table of Contents

Foreword ix
by Luca Solca

Introduction xiii

Part I: Important Choices in Luxury Distribution 1

Chapter 1: The Various Models in Luxury Distribution 3

Chapter 2: Do Luxury Products Still Sell in Stores? 21

Chapter 3: Concept and Design of a Luxury Boutique 39

Chapter 4: Online, Offline or O2O? 67

Part II: Know and Understand the Client 87

Chapter 5: Putting the Customer Back in the Centre 89

Chapter 6: Customer Identification and CRM 107

Chapter 7: The Challenges of Offline and Online Integration 121

Chapter 8: Logistics Adapted to a Digital Culture 135

Part III: Making Client Relationships More Meaningful 151

Chapter 9: Customer Behaviour in the Store or Online 153

Chapter 10: The Importance of Stores for Building Customer Relationships 163

Chapter 11: Customer Experience and Building Loyalty 177

Chapter 12: How the Internet Has Shattered the Traditional Sales Model 203

Part IV: Management Tools for Luxury Stores 219

Chapter 13: Location of Sales Points 221

Chapter 14: Managing Store Personnel: A Toolbox 259

Chapter 15: At What Price Should Products Be Sold? 297

Chapter 16: Financial Analyses of Sales Points 315

Conclusion 339

Bibliography 345

About the Authors 351

Index 353


Michel Chevalier Michel Gutsatz