ENGLISH

Omni-Personal Luxury: How to Transform Your Luxury Business for the Digital Age

By Rebecca Schmitt; Arnaud Rossi; Albert Bensoussan

Book information

Publisher
Springer International Publishing
Year
2021
ISBN
9783030857691, 9783030857684
Language
english
Format
EPUB
Filesize
7 MB (7795895 bytes)
Pages
\0
Time added
2022-11-01 00:30:24
Business; Nonfiction; BUS070000

Description

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 organization's 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.

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