Details
Luxury Retail and Digital Management
Developing Customer Experience in a Digital World2. Aufl.
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38,99 € |
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| Verlag: | Wiley |
| Format: | |
| Veröffentl.: | 17.03.2020 |
| ISBN/EAN: | 9781119542346 |
| Sprache: | englisch |
| Anzahl Seiten: | 384 |
DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.
Beschreibungen
<p><b>Develop a winning customer experience in the digital world</b></p> <p>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?</p> <p><i>Luxury Retail and Digital Management, 2<sup>nd</sup> Edition </i>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. </p> <p>• Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept</p> <p>• Explores the selection, training and motivation of the staff</p> <p>• Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail</p> <p>Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, <i>Luxury Retail and Digital Management, 2<sup>nd</sup> Edition</i> provides deep insight into the main challenges that luxury brands are facing in this digital age.</p>
<p>Foreword ix<br /><i>by Luca Solca</i></p> <p>Introduction xiii</p> <p><b>Part I: Important Choices in Luxury Distribution 1</b></p> <p>Chapter 1: The Various Models in Luxury Distribution 3</p> <p>Chapter 2: Do Luxury Products Still Sell in Stores? 21</p> <p>Chapter 3: Concept and Design of a Luxury Boutique 39</p> <p>Chapter 4: Online, Offline or O2O? 67</p> <p><b>Part II: Know and Understand the Client 87</b></p> <p>Chapter 5: Putting the Customer Back in the Centre 89</p> <p>Chapter 6: Customer Identification and CRM 107</p> <p>Chapter 7: The Challenges of Offline and Online Integration 121</p> <p>Chapter 8: Logistics Adapted to a Digital Culture 135</p> <p><b>Part III: Making Client Relationships More Meaningful 151</b></p> <p>Chapter 9: Customer Behaviour in the Store or Online 153</p> <p>Chapter 10: The Importance of Stores for Building Customer Relationships 163</p> <p>Chapter 11: Customer Experience and Building Loyalty 177</p> <p>Chapter 12: How the Internet Has Shattered the Traditional Sales Model 203</p> <p><b>Part IV: Management Tools for Luxury Stores 219</b></p> <p>Chapter 13: Location of Sales Points 221</p> <p>Chapter 14: Managing Store Personnel: A Toolbox 259</p> <p>Chapter 15: At What Price Should Products Be Sold? 297</p> <p>Chapter 16: Financial Analyses of Sales Points 315</p> <p>Conclusion 339</p> <p>Bibliography 345</p> <p>About the Authors 351</p> <p>Index 353</p>
<p><b>MICHEL CHEVALIER</b> is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of <i>Luxury Brand Management</i> (with Gérald Mazzalovo) and <i>Luxury China</i> (with Pierre-Xiao Lu), both published by Wiley. <p><b>MICHEL GUTSATZ</b> is a visiting professor of marketing, brand management and luxury retailing at Kedge Business School, China Europe International Business School and Hong Kong University. He is the president of family-owned Maison de Parfum, created in 1975 by his father, perfumer Yuri Gutsatz. Yuri created the first artisan and niche perfume brand Le Jardin Retrouvé. Prior to that, Michel managed an image strategy agency and was Human Resources and Internal Communication Director of the Bally Group.
<p>Praise for <b>LUXURY RETAIL AND DIGITAL MANAGEMENT</b></p> <p>"This comprehensive review of the luxury retail landscape highlights the key stakes luxury brands face and will face more and more, in a digital era where customers must be placed at the center, but in a multipolar and multichannel world. A clear vade mecum in the customers experience journey."<br /><b>—Cyrille Vigneron,</b> CEO, Cartier</p> <p>"For any executive working in luxury goods and services, this is a bedside book to understand the opportunities and challenges of a comprehensive omnichannel strategy. To succeed in the digital times, brands will need to embrace a truly customer-centric approach."<br /><b>—Joël Palix,</b> former CEO, Feelunique</p> <p>"This new edition of <i>Luxury Retail and Digital Management</i> brings a completely new approach on the way luxury should be distributed and how digital have transformed the way we should operate to be relevant to the new generation.''<br /><b>—Patrick Chalhoub,</b> CEO, Chalhoub Group</p> <p>"Retailing has become a strong priority for most luxury brands today. This book presents the dos and don'ts of this activity and describes how digital resources can provide additional and effective management tools."<br /><b>—Roberta Crespi,</b> Associate Professor of Business Administration and Director of EMLUX - Master in Luxury Goods Management, Università Cattolica del Sacro Cuore, Milan, Italy</p>
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