The perfect storm
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Putting the customer at the centre of all business decisions is the future for successful luxury retail.
who will be buying luxury in years to come looming, it has never been more important to understand what makes the modern consumer tick, their personal values, media consumption habits, what inspires and motivates them and preferred buying behaviours Luxury brands that dedicate time to truly
understand their customers and segment them will find it so much easier to create a relevant, personalised experience, whether it’s using data to assess online behaviour and serve relevant content in emails, or understanding what type of content on a site will show how the brand can enhance their lifestyle. One brand that has truly placed the
customer at the heart of its business decisions is Burberry, which recently changed how it previewed seasonal collections. Burberry is now only showing new collections twice a year, but will also be showing a collection that is less seasonal and more wearable at the same time and allow people to buy those exact clothes almost immediately. Burberry is creating a better experience for customers, and with shows being broadcast online, it’s likely to see a big increase in sales. The future of luxury retail will evolve from
exclusive guest list to open invitation. All who want to come along will be able to access to a brand however they choose, and be greeted with familiarity whether online or in-store. A true understanding of individual customer
groups is the foundation, while using technology in the right way to deliver the shopping experience luxury shoppers really want.
02 Burberry uses iPhone 5s to capture Spring/Summer 2014 runway show
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