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The omni-channel experience of luxury consumers

Published on 26 July 2022 by NEOMA

  • MSc International Luxury Management

Students of NEOMA International Master in Luxury Management (IMLux) analysed the omni-channel practices of luxury consumers in 3 key sectors: leather, ready-to-wear and perfumes and cosmetics, for Onefirst Group, a digital transformation consultancy.

The first phase of an 8-month study into the omni-channel experience of luxury consumers was based on a thorough research methodology focusing on:

  • Qualitative interviews with experts on customer journeys, the luxury experience and future trends in customer experience.
  • 50 interviews with customers to understand their expectations following the discussions held with the experts.
  • Website analysis.
  • Shop visits in Paris, Milan, Dubai and Mumbai.

The study centred around three key luxury sectors (leather, ready-to-wear and perfumes and cosmetics) and included all the major luxury brands: Armani, Balenciaga, Bottega Veneta, CHANEL, Dior, Dolce Gabbana, Fendi, Gucci, Hermès, Loro Piana, Louis Vuitton, Miu Miu, Moncler, Prada, Valentino and Yves Saint Laurent.

The following conclusions were presented to Sophie David, Practice Manager at Onefirst Group, partner company of this extremely interesting project:

  • Luxury is above all a question of personal and personalised interactions and connections. Personalisation implying products, services and relationships together. For customers, the brand (quality, engagement, familiarity) and the place (in-store, online or hybrid) are essential as they produce an emotional experience that is not always delivered by the brands.
  • The challenge of digitalisation involves meeting customer needs and ensuring fluidity throughout the journey, whilst providing added personalised value.
  • Regardless of the technology used, what counts most for customers is the content of the customer journey, the fluidity and intensity of the experience.
  • Omni-channel delivery requires flexible and seamless systems that are adaptable to a range of different scenarios.
  • Customers expect transparency and sustainability for immersive experiences, digital products and online services.

Professor

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SUBRAMANIAN Dilip

People & Organisations

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Associate partner

drapeau IT
associe

Politecnico di Milano

Milan, Italy

Associated programme

International Master in Luxury Management

A double degree programme in partnership with POLIMI Graduate School of Management enabling graduates to create and manage value in the luxury sector, from product design to distribution.

  • Milan ou Reims

  • 15 months

  • English

  • 4-year Bachelor’s degree or 3 year-Bachelor's degree with a minimum of 1 year professional experience

  • Full time

  • Double degree with POLIMI Graduate School of Management: Master of Science, "Grade de Master" / Level 7 Qualification on the RNCP (French Register of Professional Certifications) + POLIMI Graduate School of Management Master’s degree / RNCP sheet No. 35116, Advanced degree in international management

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