In an “omnichannel assessment” of 200 of the top luxury and fashion brands, NewStore found that while the industry as a whole is moving in the “right direction” many companies are lagging behind in delivering a true, cross-channel experience for consumers.
“From front-end mobile tech like its Nike App to back-of-the-house data and analytics capabilities, the brand is writing the playbook for how to successfully unite digital and physical retail,” authors of the report said. “Just look at its New York City flagship, which boasts six floors of experiences including customizations at the Sneaker Bar and digital Pick Up Lockers.
With Louis Vuitton, NewStore said the brand “has long prioritized making its customer journey seamless across channels, a task most other luxury brands reserve for their stores. Louis Vuitton store associates are able to see a 360-degree view of the shopper, both for owned stores and department stores.”
With payments, 74 percent of the brands studied allow the use of digital payments, “which is a big step forward for the industry,” the report stated. And with mobile, 68 percent of store associates “use a mobile device or a tablet, finally more than the percentage of consumers using mobile in-store [60 percent per secondary research].”
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