Skip to main content

Luxury Retail and Digital Management, 2nd Edition

Hardcover

€62.20

*VAT

Product not available for purchase

Luxury Retail and Digital Management, 2nd Edition

Michel Chevalier, Michel Gutsatz

ISBN: 978-1-119-54233-9 March 2020 288 Pages

Editions Next
Download Product Flyer

Download Product Flyer

Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description.

Description

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.

Foreword by C. Bernstein Schweiz

Introduction

Part I Important Choices in Luxury Distribution

Chapter 1 The various models in luxury distribution

Chapter 2 Do Luxury Products Still Sell In Stores?

Chapter 3 Concept and design of a luxury boutique

Chapter 4 Online, Offline or O2O?

Part II Know and understand the client

Chapter 5 Putting the customer back in the centre

Chapter 6 Customer identification and CRM

Chapter 7 The challenges of offline and online integration

Chapter 8 Logistics Adapted to a Digital Culture

Part III Making Client Relationships More Meaningful

Chapter 9 Customer Behaviour in the Store or Online

Chapter 10 The Importance of Stores for Building Customer Relationships

Chapter 11 Customer Experience and Building Loyalty

Chapter 12 How the Internet has Shattered the Traditional Sales Model

Part IV Management Tools for Luxury Stores

Chapter 13 Location of Sales Points

Chapter 14 Managing Store Personnel: A Toolbox

Chapter 15 At What Price Should Products be Sold?

Chapter 16 Financial Analyses of Sales Points

Conclusion

Index