The omni-channel experience of luxury consumers

Published on 07/26/2022

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.