While the traditional path to purchase for luxury goods once was straightforward – awareness to evaluation to purchase to loyalty – these days the process is far from linear. In understanding the luxury path to purchase, it’s critical to take a customer-centric view. For brands to thrive in today’s omni-channel environment they need to recognise all customer touchpoints, online, offline and in-store, then present relevant content and branded experiences at these decisioning points.
Luxury@Google Event Report: Omni-Channel in the Luxury World
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