Luxury Retail and Digital Management: Developing Customer Experience in a Digital World

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Michel Chevalier Michel Gutsatz

Luxury Retail and Digital Management

Developing Customer Experience in a Digital World

Michel Chevalier, Michel Gutsatz

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English

John Wiley & Sons Inc
24 February 2020

Business & management; Retail sector

Develop a winning customer experience in the digital world

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?

Luxury Retail and Digital Management, 2nd Edition 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.

• Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept

• Explores the selection, training and motivation of the staff

• Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail

Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

By: Michel Chevalier, Michel Gutsatz
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Edition: 2nd edition
Dimensions: Height: 231mm, Width: 158mm, Spine: 25mm
Weight: 794g
ISBN: 9781119542339
ISBN 10: 1119542332
Pages: 384
Publication Date: 24 February 2020
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Foreword ix by Luca Solca Introduction xiii Part I: Important Choices in Luxury Distribution 1 Chapter 1: The Various Models in Luxury Distribution 3 Chapter 2: Do Luxury Products Still Sell in Stores? 21 Chapter 3: Concept and Design of a Luxury Boutique 39 Chapter 4: Online, Offline or O2O? 67 Part II: Know and Understand the Client 87 Chapter 5: Putting the Customer Back in the Centre 89 Chapter 6: Customer Identification and CRM 107 Chapter 7: The Challenges of Offline and Online Integration 121 Chapter 8: Logistics Adapted to a Digital Culture 135 Part III: Making Client Relationships More Meaningful 151 Chapter 9: Customer Behaviour in the Store or Online 153 Chapter 10: The Importance of Stores for Building Customer Relationships 163 Chapter 11: Customer Experience and Building Loyalty 177 Chapter 12: How the Internet Has Shattered the Traditional Sales Model 203 Part IV: Management Tools for Luxury Stores 219 Chapter 13: Location of Sales Points 221 Chapter 14: Managing Store Personnel: A Toolbox 259 Chapter 15: At What Price Should Products Be Sold? 297 Chapter 16: Financial Analyses of Sales Points 315 Conclusion 339 Bibliography 345 About the Authors 351 Index 353

MICHEL CHEVALIER 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 Luxury Brand Management (with Gérald Mazzalovo) and Luxury China (with Pierre-Xiao Lu), both published by Wiley. MICHEL GUTSATZ 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.