Beyond the product, luxury shopping is defined by the special touches that make a customer feel pampered while paying a steep price. A glass of champagne, an attentive associate and a pristine presentation are the cherries on top of the exchange in-store that make it a luxury experience.
Online, those human touches vanish. Most luxury brands — still, astonishingly, not all — have accepted that they can’t sit out on e-commerce, and top digital luxury brands are getting creative by adding specialized touches to their online stores.
To read the rest of this article, please visit Glossy.
More in Marketing
Meta’s Threads ads arrive fast, but advertisers move at their own pace
Threads ads are here, and so is the predictable wave of testing.
Privacy fatigue is setting in after Google’s cookie U-turn. But the search for alternatives hasn’t stopped
Third-party cookies are still widespread but they’re no longer foundational. The shift is already underway, it’s just no longer waiting on Chrome.
Confessions of a media buyer on Google’s third-party cookie U-turn and how it helped a ‘largely lazy’ industry innovate
For media buyers, it’s been a wild time filled with false starts, urgency and many delays to an ever-extending deadline.