Luxury brands on the vanguard of this new paradigm have found opportunities to navigate the paradox of attempting to be both exclusive and available, timeless and innovative.
These marketers have looked to transcend the physical and digital worlds to create data-driven experiences that engage the consumer’s emotive desires seamlessly across offline and online channels, while preserving that sense of elegance and scarcity synonymous with being a luxury brand.
Swiss watchmaker Tag Heuer has elevated its Web site experience through clever interactive watch visualizations, and dunhill has pioneered the gentleman’s club-style “brand home” with its private dining room, cinema, barber and spa. By crossing the physical-digital divide and finding the right balance of online and offline content and experience, these brands will be able to differentiate, engage new audiences including digitally savvy millennials, and deliver even more personalized and impeccable customer service.
Moreover, as the function of the physical store expands into a center of experience, logistics and personalized services, luxury brands must be prepared to incorporate new technologies into these stores in a way that delivers a fully integrated, fluid and seamless omnichannel environment. By combining New Age technology with exceptional service, Farfetch has given customers a compelling reason to visit its physical store and immerse themselves in the brand experience.
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