Creating a Seamless Experience for Luxury Consumers Integrating Online and Offline Communication

Abstract

For a long time, luxury companies regarded digital channels and media as incompatible with the kind of experience they intended to offer their customers (Heine and Berghaus 2014). This lack of interest was strongly related to the assumption that digital marketing was aimed at mass consumption, while luxury consumers favoured a personal touch in their purchases, along with the rich and stimulating experience offered by high-street boutiques and mono-brand stores (Dell’Olmo et al. 2003).