Luxury brands fall behind their mass-market counterparts for digital experiences — the result of years of prioritising brick and mortar over online channels. As more luxury customer iteractions take place online, luxury brands must invest in digital. Customers paying high premiums for luxury products expect luxury customer experiences across all touchpoints.
To meet changing consumer expectations, luxury brands must redefine luxury for the digital realm. This means creating innovative, ambitious digital experiences like try-before-you-buy VR products while perfecting more standard ones like e-commerce. Crucially, luxury digital experiences must work seamlessly if they are to replicate the calm and exclusive atmosphere luxury consumers are used to in-store.