For a long time, luxury brands were hesitating in selling online as it meant a compromise in the exclusive access to their products. Nowadays, companies are aware that their customers are willing to shop high-priced products online and expect them to be there. Companies face the urge to understand the communication preferences across all the stages along the customer journey. New technologies open up new opportunities to create new, content-rich and personal experiences. However, brands face the question of whether the selling ceremony of brick and mortar stores should be replicated online.
In this report, we highlight the key points of the workshop’s discussion related to the case studies of Mooris and Breitling as well as Jakala’s concept of the signature experience.
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