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Auteur Amélie DELAMARE |
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How luxury companies can use connected objects to improve customer experience? / Amélie DELAMARE / 2018
Titre : How luxury companies can use connected objects to improve customer experience? Type de document : Mémoire Auteurs : Amélie DELAMARE, Auteur Année de publication : 2018 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; INTERNET DES OBJETS ; MARKETING EXPERIENTIELRésumé : Luxury waited a long time before accepting the online as part of its business. Now that companies have developed their e-reputation and e-commerce, they have to offer a consistent and exclusive omnichannel experience. They lost sales and relations with their customers while luxury pure player were developing. Luxury companies’ challenge today, is to catch-up the late and differentiate while integrating customers’ current behaviours.
In the mean time, IoT and connected objects proved their advantages and impact in each part of the value chain. They have been used in retail, domotic and other sectors to improve service and add value to customer experience. Customers get used of being surrounded with connected objects, and they already benefit some advantages.
Do connected objects have their place in luxury customer experience? How could the company use connected objects to improve the customer experience?
We identified that luxury companies have to reinforce exclusivity, emotional experience and quality to improve their relation with customers. In analogy with the use of connected object in the retail area, three recommendations could be made to luxury companies in order to integrate connected objects to customer experience with a good return on investment.
Focus on the empowerment of sales consultant thanks to connected objects, create emotional amazing experiences that reinforce the relationship with consumers and finally adapt to consumers behaviour by adding IoT to their product offers.Note de contenu : Bibliogr. p.24-25 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485066
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