Screen LibraryOmni-personal luxury : how to transform your luxury business for the digital age /
"Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with c...
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| Main Authors: | |
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| Group Author: | ; |
| Published: |
Palgrave Macmillan,
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| Publisher Address: | Cham, Switzerland : |
| Publication Dates: | [2022] |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
"Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers. Taking you beyond omni-channel marketing, this book takes a deep dive into the concept of omni-personal, which enables you to connect your brand to relevant and individual experiences. Highly practical in scope, it takes you on a journey to building individual and relevant experiences and relationships at scale. The authors answer the essential questions of who, why, how, what and when omni-personal matters most in luxury, offering best-practice examples, case studies and interviews with industry leaders. Ultimately, this book shows you how to embed the omni-personal strategy into your business and offers a framework to help you assess your organizations ability to deliver omni-personal marketing along the different channels and touchpoints within the customer journey. This book is for anyone who is interested in the future of luxury, including industry experts and brand managers who want a better understanding of the required steps towards an omni-personal customer relationship."-- |
| Carrier Form: | xxii, 178 pages : illustrations (some color), portraits ; 24 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9783030857714 |
| Index Number: | HD9999 |
| CLC: |
F713.55 F769 |
| Call Number: | F769/S355 |
| Contents: | Introduction: the future of luxury -- The industry is special -- Cautious steps towards digital -- Customer centricity is key -- Digital transformation of the Omni-personal customer journey -- How to go Omni-personal -- Conclusion: Embark on your journey to the Omni-personal now. |