The “luxury feeling” case study: best practices for the online shopping experience

A presentation of “The Online Purchase Experience Ranking: from Milan to New York City”, a research project from Contactlab and Exane BNP Paribas. After the Milan-centric first edition, the new study analyses the online shopping experience for the fashion & luxury industry in another of the world’s style capitals: New York City.

What level of customisation do consumers expect? How can physical and digital touch points be integrated? Are brands able to convey a “luxury feeling” throughout the entire purchasing process? These are a few of the questions our researchers asked as they analysed 36 different brands.

After studying 122 points of contact, it became apparent that luxury brands need to adopt adequate digital tools to help them capitalise on existing resources relating to customer information and preferences. This is the crucial step in allowing brands to interact and engage with existing and potential customers, increasing their loyalty and, consequently, their profitability.

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Presenters:
Alexandra Bertasio, Digital Analyst, Contactlab
Micaela Raimondi, Marketing & Communication Director, Contactlab

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