Insights and Tips from Luxury brands and their Management of Digital Channels: Cartier, Louis Vuitton, Piaget, Boucheron, Tag Heuer

One of the core marketing driver within luxury industry is the customer experience and the possibility to get a personalized services

. Major brands have even structured in details the client experience in their shops. However, eCRM is not considered as a relevant marketing tool. While it offers many opportunities to gather information, to understand and better target consumers within their lifetime cycle. Thus, experiences in other industries have demonstrated that eCRM could support very efficiently a differentiated approach by type of client profile. I am convinced that the brand which will give CRM the appropriate spin will gain a real competitive advantage...thanks to a Customer Centric Approach. Once again, Jaeger Lecoultre is the only brand from this panel which has taken the direction of an integrated approach.

Insights and Tips from Luxury brands and their Management of Digital Channels: Cartier, Louis Vuitton, Piaget, Boucheron, Tag Heuer

By: Frederic Baffou

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