The Future of Luxury Customer Experience

How to Create High-Value, Personalized Omnichannel Experiences
1. Auflage 2024
ISBN: 978-1-3986-1545-8
Verlag: Kogan Page

Buch, Englisch, 344 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 779 g

What is a luxury customer experience and how can luxury brands best use emerging technologies in order to create truly unique, high-end experiences for their customers? These are the questions that The Future of Luxury Customer Experience has been designed to answer, as it explores how luxury brands can best utilize human touch and new technologies to deliver experiences that surprise and delight customers in a truly omnichannel environment. Using case studies from world-leading luxury retailers such as Ferrari, Cartier, Audemars Piguet, Mandarin Oriental, Valentino, Bottega Veneta and many others, this book explains what makes a luxury customer experience different. Learn how luxury brands need to evolve in order to adapt to the changing landscape, using data and the latest technology to provide exceptional customer experiences whilst protecting their customer's privacy. Written by experts from the world-leading SDA Bocconi School of Management, this book provides a thorough understanding of how to create and deliver luxury customer experiences that will build long-lasting customer loyalty, as well as how these experiences can build and support brand awareness. Covering topics such as arts and culture, authenticity, inclusivity and social responsibility, the use of AI and virtual experiences, as well as how to set KPIs to evaluate success, this book provides practical advice on how to create a luxury customer experience that will deliver exceptional results.

Autoren/Hrsg.

Lojacono, Gabriella

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Chapter - 00: IntroductionChapter - 01: The Alchemy of Luxury: Brand Identity and Value CreationChapter - 02: (Un)setting the Boundaries: The World of Luxury and its ProtagonistsChapter - 03: Timeless Yet Timely: The Paradox of Luxury AuthenticityChapter - 04: Luxury, Arts and Culture: How Luxury Maisons have Become Prominent Cultural ActorsChapter - 05: Experience-Led Luxury Strategies: How Brands are Reshaping Customer Activation and EngagementChapter - 06: Seamless Retail: Bridging the Digital and Physical DivideChapter - 07: How to Build a 360° View of the Customer to Nurture Personalized RelationshipsChapter - 08: Emerging Trends in Customer Relationship ManagementChapter - 09: How to Optimize Spend and Evaluate SuccessChapter - 10: New Technologies and the Future of Customer ExperienceChapter - 11: Reimagining the Supply Chain in the Luxury Industry : Transparency, Human Rights, Ethical Labor Practices and Animal WelfareChapter - 12: Sustainability for Luxury Brands: Global Change in CSR, Circularity and Authentication

Über Autor(innen)

Lojacono, Gabriella
Gabriella Lojacono is an Associate Professor of International Management at the Department of Management and Technology of Università Bocconi and of SDA Bocconi School of Management. She is also Director of the Vertical - Made in Italy B4I, a catalyst for the most innovative and high potential ideas and startups of SDA Bocconi, and Director of the Executive Master in Luxury Management - EMiLUX.

She was a senior researcher of the Gucci Lab, Università Bocconi till December 2021. From January 2017 to December 2020, she was Faculty Deputy of the Strategy and Entrepreneurship Knowledge Group. She has run several executive education open programs and custom initiatives with some of the leading companies in apparel and leather goods, design, jewelry, hospitality, F&B, automotive, eyewear, cosmetics. Her research projects have focused on the international growth of the Made in Italy industries and companies as well as on luxury strategy and business models.

She is the author of numerous books and articles on her topics of interest. In 2021, Resilience of Luxury Companies in Times of Change, De Gruyter, by G.Lojacono and L. Ru Yun Pan was published. Her works have been published in Economia & Management, Sloan Management Review, Long Range Planning and International Business Review, among others. She has authored numerous case studies, filed in international databases, about multinational enterprises such as Farfetch, Starbucks, Davines, Inditex, Ferrari, Illy, Gucci and Valentino. Gabriella earned a degree in Business Administration from Università Bocconi with a specialization in Finance, then a Ph.D. in Economics and Management from SDA Bocconi and an ITP (International Teachers Programme) organized by ISBM at HEC in Paris. During her Ph.D., she was a Visiting Scholar at Copenhagen Business School.

Gabriella Lojacono is an Associate Professor of International Management at the Department of Management and Technology of Università Bocconi and SDA Bocconi School of Management based in Milan, Italy. She is also the Director of the Executive Master in Luxury Management at SDA Bocconi.