Innovative in-store ICT marketing solutions for an enhanced luxury shopping-experience
Over the last few years, the luxury retail sector has undergone a profound change. This can largely be linked to the relationship between new technologies and purchasing behaviour. The sector has moved from its elitist and aristocratic perception to the creation of innovative and digital experiences...
সংরক্ষণ করুন:
| প্রধান লেখক: | , , |
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| বিন্যাস: | Article ou chapitre numérique |
| ভাষা: | Français |
| প্রকাশিত: |
2020
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| বিষয়গুলি: | |
| অনলাইন ব্যবহার করুন: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| সংক্ষিপ্ত: | Over the last few years, the luxury retail sector has undergone a profound change. This can largely be linked to the relationship between new technologies and purchasing behaviour. The sector has moved from its elitist and aristocratic perception to the creation of innovative and digital experiences.The new challenge facing the luxury sector is how to reconcile the potential offered by technology while preserving the sense of exclusivity in brand names. In the meantime, however, it has a unique opportunity of forming new and lasting relationships with clients by focusing not only on the product but also on an in-store shopping experience making client participation ever more dynamic.This outlook makes it fundamentally important to create an immersive and satisfying in-store shopping experience. Digital innovations redefine interaction models between clients and brands. Buying a product is not enough; clients wish to engage in unique and immersive experiences that are authentic, exclusive - and easily shared online.This conceptual upheaval has seen the development of new solutions blending design, technology and storytelling into a revolutionary experience. It has become a combination of exclusivity and playful sharing, both in-store and at temporary installations.Some relevant case studies about digital experiences are described, related to brands Bulgari (multimedia fittings at New Curiosity Shop in Rome, Mirror Cube Experience at 2018 Design Week in Milan) and Acqua di Parma (interactive mirror in Milan and Rome stores). JEL codes: M30, M31 |
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