E-commerce is an opportunity that many luxury retailers they have been reluctant to use. However, with the market set to explode, new research shows that thanks to information from the activity of their customers online, luxury brands have the opportunity to know 80% of their customers in store by name.
Research "Digital Frontier 2016: Digital Luxury is turning mainstream", conducted by Contactlab in conjunction with Exane BNP Paribas, shows that brands must work harder to seize opportunities Ecommerce connection with your stores when it comes to providing an integrated sales and marketing experience.
The report shows that customers that can be contacted digitally, they represent 27% of the income within the store and three quarters of the Ecommerce income. Such customers also have a cross-channel execution rate, which is 50% higher than in stores with unique customers.
According to Massimo Fubini, CEO of Contactlab, luxury brands have to change their perception and open the doors to the mutual benefits of engaging with digital customers. This digital contact with customers is transforming the luxury industry and thanks to the rise of available ecommerce tools, The brands have all the information related to the online activity of the clients.
This allows them to know 80% of the customers in the store by name. The success of luxury brands relies on their ability to tap into customers' digital profiles and in purchasing decisions, in order to adapt them to the commitment.
Luxury Retailers Could Win More Sales Through Anonymous Customer Engagement leading them to a more committed relationship on different channels. If brands ignore the online channels through which people can engage with customers anywhere, they are missing the opportunity to get a clearer and more accurate idea of their customers' profile, behavior and preferences.