Luxury@Google event report: Omni-channel in the luxury world

November 2014

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.

How people decide what to buy lies in the “messy middle” of the purchase journey