Luxury retail and digital management : developing customer experience in a digital world

著者

    • Chevalier, Michel
    • Gutsatz, Michel

書誌事項

Luxury retail and digital management : developing customer experience in a digital world

Michel Chevalier, Michel Gutsatz

Wiley, c2020

2nd ed

大学図書館所蔵 件 / 全2件

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注記

Includes bibliographical references (p. 345-350) and index

内容説明・目次

内容説明

Develop a winning customer experience in the digital world Luxury consumers are changing - they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA? Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. * Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept * Explores the selection, training and motivation of the staff * Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

目次

Foreword ix by Luca Solca Introduction xiii Part I: Important Choices in Luxury Distribution 1 Chapter 1: The Various Models in Luxury Distribution 3 Chapter 2: Do Luxury Products Still Sell in Stores? 21 Chapter 3: Concept and Design of a Luxury Boutique 39 Chapter 4: Online, Offline or O2O? 67 Part II: Know and Understand the Client 87 Chapter 5: Putting the Customer Back in the Centre 89 Chapter 6: Customer Identification and CRM 107 Chapter 7: The Challenges of Offline and Online Integration 121 Chapter 8: Logistics Adapted to a Digital Culture 135 Part III: Making Client Relationships More Meaningful 151 Chapter 9: Customer Behaviour in the Store or Online 153 Chapter 10: The Importance of Stores for Building Customer Relationships 163 Chapter 11: Customer Experience and Building Loyalty 177 Chapter 12: How the Internet Has Shattered the Traditional Sales Model 203 Part IV: Management Tools for Luxury Stores 219 Chapter 13: Location of Sales Points 221 Chapter 14: Managing Store Personnel: A Toolbox 259 Chapter 15: At What Price Should Products Be Sold? 297 Chapter 16: Financial Analyses of Sales Points 315 Conclusion 339 Bibliography 345 About the Authors 351 Index 353

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