With 16% of its revenue for FY 11 directly attributed to E-Commerce, retailer NEIMAN MARCUS has realised the power of directly engaging customers online. But how much of its in-store footfall is actually generated by the availability of its catalogue online 24/7…?
Google claims over 50% of Fashion/Luxury traffic is driving in-store footfall.
Evidence shows that this effect is real – but retailers are just starting to put in place effective measurement tools and cross-channel mechanisms – such as online vouchers, Reserve & Collect processes.. and with great success.
Zara for example saw its in-store sales grow 20% after the implementation of Reserve & Collect.
TOURNEAU in the US has successfully implemented online appointments – what is your take on that?
Isn’t it time for Luxury and Fashion brands to develop experiences in store, fuelled by online traffic?
just a thought, would welcome yours!
Alexandre Meerson
http://twitter.com/alex_meerson
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Alexandre Meerson is an E-Commerce consultant expert in Cross-channel Retail for global Luxury & Lifestyle Brands. His consultancy – ‘La Boutique de Luxe’ - www.laboutiquedeluxe.com – helps Brands deliver Commercial Innovation and Change through superb Customer Experience, Digital Marketing & International Distribution.
The founder and curator of the Digital Luxury Brands online networking group, Alexandre constantly researches ways to combine Brand Experience with Product Knowledge and Hard Working E-Commerce to generate sustainable revenue, profit and customer loyalty.
Alexandre heads up ‘La Boutique de Luxe’, www.laboutiquedeluxe.com a specialized multichannel marketing and sales consulting firm. His unique blend of experiences on behalf of prestigious Luxury & Lifestyle Brands and recognized B2B Businesses places him in a strong position to share his expertise in the fields that underpin successful online retail and business transformation.
Chanel online, the sensual explosion of beauty that captures the essence of the 'Maison de Luxe'. But why are they still afraid of E-Commerce?
Superb – at last a Luxury Brand focusses on it’s ‘raison d’être’: beautiful products, their history and the craftsmanship that make them happen. But where is the “order” button?
One cannot order online, and this is.. disappointing and frustrating.
Continue reading →
Posted in Building E-Commerce, CRM Luxury Fashion Brands, Cases Studies, Chanel, E-Commerce Luxury Brands, Market Engagement, Uncategorized
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Tagged alexandre meerson, Branded content, crm luxury brands, E-Commerce, e-commerce consultant luxury brands, Luxury Brands
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Is there such a concept as a Fashion and Luxury Brands Customer? CRM remains a priority, but more to improve the customer experience than to focus on segmentation. E-Commerce and Luxury Brands. Alexandre Meerson - E-Commerce Consultant
Many of us measure and understand the power of nurturing and mining a clean and relevant customer databases to create, manage, broadcast and measure campaigns. Some of us daily experience the richness of the data collected – behaviours, purchase patterns, customer service.. etc.. both explicitly and implicitly. But what is the value of this information in the context of FASHION & LUXURY? Continue reading →
Posted in Building E-Commerce, CRM Luxury Fashion Brands, E-Commerce Luxury Brands, Market Engagement, Operations & Management, Strategic Transformations
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Tagged alexandre meerson, crm, crm fashion, crm luxury brands, Digital, E-Commerce, e-commerce consultant luxury brands, Luxury Brands, Social Media
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Flash/Private Sales Players offer to run the E-Commerce operations of Luxury Brands. From de-stocking to Luxury, are they credible?
Would you delegate your online business to VENTE-PRIVEE? E-Commerce delegation is certainly ‘hot property’ at the moment, and there are good players around (YOOX, THE OTHER STORE…) who seem to make a difference. It is about retailing, and understanding Customers and Brands.. Is it an institutionalised and sustainable trend?
Back in 2010, I was intrigued when I heard that some major players in the Flash/Private sales arena were planning a move into offering E-Commerce services to Luxury Brands. Continue reading →
Posted in Building E-Commerce, Business Roadmap, E-Commerce Luxury Brands, E-Commerce delegation, Operations & Management, Strategic Transformations
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Tagged alexandre meerson, Digital, digital commerce factory, E-Commerce, e-commerce consultant luxury brands, e-commerce delegation, flash sales, Luxury Brands, vente-privee, vente-privee digital commerce factory
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China is a focus for Luxury Brands, and E-Commerce a priority. But aren't the key success factors there the same as here in the end?
Examining successful online operations in China, I wonder if they are not showing us the way.. at home – to improve E-Commerce and multichannel sales in our Luxury Brands’ domestic markets.
Why are we acknowledging that Chinese customers require an excellent service and do not apply it at home? Very strange.. is it complacency? Continue reading →
'Luxury and Web 2.0
I thought I would share these highlights here, rapidly translated from the attached piece (in French 
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Luxury brands are now definitely engaging onine. However there is a big difference between those focusing on Brand awareness and Image, those who advertise and those who have initiated Direct Sales/E-Commerce businesses. Continue reading →
Launching LuxuryDigital in February 2011 to discuss how Luxury Brands engage in E-Commerce and Direct Sales worldwide.
We hoped to start earlier, but February 2011 will be the month when we finally launch LuxuryDigital! We are getting all ready and shall return from trips around the world with our own reports on how Luxury and Lifestyle Brands engage in E-Commerce, Multichannel Retail and Direct Sales. Can’t wait to hear your comments and feedback.
Welcome to Luxury Digital, the blog for the Mad Men and Women who are creating Direct Sales and E-Commerce for Iconic Brands
Back in May 2010, we created the Digital Luxury Group on LinkedIn. We felt that there was a need for Luxury Brands professionals to share openly and discuss how they could engage in Direct Sales and E-Commerce. Today, almost to 2,000 professionals from around the world have joined our group and we are amazed by their contributions and the way they openly share their knowledge. Continue reading →
