Digital Luxury Experience

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Digital Luxury Experience 2013
Keeping up with changing customers

The authors would like to thank Altagamma Foundation, and in particular Mr Andrea Illy, Altagamma President, Armando Branchini, Altagamma Executive Director, for their valuable contribution to the research. Altagamma Foundation, which convenes the leading Italian luxury goods companies, supports the yearly Digital Luxury Observatory in conjunction with McKinsey & Company. Special thanks also to all Digital Luxury Experience Advisory Board members for their participation in the research and significant contributions to the knowledge shared here. The authors are also grateful to Anna Sanfilippo, Gaetano Vallefuoco at McKinsey, who contributed to the development of this report.

Digital Luxury Experience 2013
Keeping up with changing customers

Linda Dauriz Ambrogio Michetti Nicola Sandri Andrea Zocchi

For additional contents about the research please visit the Mobile Site


Luxury shopping is changing fast. The winners will keep pace
The power of digital presence

Effective digital strategies vary by brand and category

Digital is influencing almost 20% of total luxury sales. More than 70% of luxury shoppers own a mobile devices, more than 50% of them research through mobile. Digital is essential, Brands must go mobile

2 3

Three successful archetypes are arising on digital luxury markets. Brands need to understand what are their DNA, monitor performances along Customer Decision Journeys and then act consistently

Digital tools can help connect people and information within the organization

Digital is affecting entire value chain, from digital marketing to enhanced in-store experience, from multi-channel CRM to product co-creation, from e-procurement to 3D prototyping. But its potential is still a very early stage across most…...

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