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The Luxury Customer Journey China

The Luxury Chinese Customer Journey is the first country study using a proprietary methodology to look into the customer journey for luxury brands.

The Luxury Customer Journey is the first country study using a proprietary methodology to look into the customer journey for luxury brands.

This methodology is basically an on-line survey that aims to validate the omnichannel approach, monitoring specific customer behaviors, recruiting people from the brand customer data base.

In order to introduce this tool to the market and to show its potential and actionables, we ran a field in China on an affluent panel composed by 30+ y.o. who purchased in the last 3 years, one of these brands: Ermenegildo Zegna, Bottega Veneta, Fendi, Tory Burch, Loro Piana, Brunello Cucinelli, Brioni, Prada, Salvatore Ferragamo, Chanel, Tod’s, Valentino, MaxMara, Hugo Boss, Dior, Louis Vuitton, Gucci, Ralph Lauren, Giorgio Armani, Bulgari, Etro, Sergio Rossi.

The following luxury products have been excluded: perfumes, beauty care, eyewear.

This first release aims to answer to these questions:

  • Which are the most relevant contact points and contents?
  • What does it mean to implement a Omnichannel strategy in China that will generate engagement?
  • Where do we need to build a continuity between off and on line customer experience or boutique visit and content fruition?

The main insights which come out from the study, highlight to clients and prospects, consist of a wide range of capabilities which have to be leveraged to be consistent.

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