This was the LSA Live Talk "Luxury E-Commerce
During the talk, experts from the long-established brand Bucherer demonstrated how they create a holistic luxury experience online and what factors led to their success. You can now watch the talk.
For a long time, the luxury goods industry did without online sales and relied primarily on the physical distribution network. Now Bucherer is showing in exemplary fashion how e-commerce can also function successfully in this industry. In the LSA Live Talk on June 28, 2023, Christof Zogg spoke with Maximilian Vietmeier (Global Head of eCommerce & MarTech at Bucherer AG), Marco Becker (Group Creative Director at Merkle DACH) and Duarte Neves (Account Director at Merkle DACH) about the factors that led to success, the logistical challenges of an omnichannel strategy and many other aspects of e-commerce.
The digital transformation is also changing the luxury industry. Traditional core values of the luxury segment must be combined with the modern digital world. Therefore, the digital transformation must be designed in such a way that it both meets the modern needs and expectations of customers and respects the traditional values of the luxury segment.
Omnichannel strategy
Through the omnichannel strategy, a cross-channel customer experience was planned, designed and implemented, and service quality was enhanced offline and online. At the center is a fully integrated and open system landscape that focuses on the customer at all times and enables holistic and centralized data storage, improved evaluation of information, maximally personalized measures, and automated processes.
Here the talk can still be viewed.
