laura gioia - digital customer experience benchmark: il caso del “luxury feeling”
TRANSCRIPT
![Page 1: Laura Gioia - Digital customer experience benchmark: il caso del “Luxury Feeling”](https://reader031.vdocuments.net/reader031/viewer/2022030317/587051fc1a28aba2118b4887/html5/thumbnails/1.jpg)
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONCEPTGoing through a whole
customer journey in order to
analyze and benchmark every
single step of interaction on the
website, through emails and
physical (packaging) and define
a ranking with best in class and
best practices for every touch
point.
Sign up
Customer care inquiry
Cart abandonment
Purchase
Delivery
Return
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
25LUXURY
BRANDS
3 ECOMMERCE
SPECIALISTS
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Burberry
Cartier
Dior
Dolce e Gabbana
Fendi
Ferragamo
Givenchy
Gucci
Hermès
Hugo Boss
Loro Piana
Louis Vuitton
Moncler
Prada
Ralph Lauren
Saint Laurent
Tiffany
Tod’s
Tory Burch
Valentino
Zegna
My Theresa
Luisa Via Roma
Net-à-Porter /
Mr. Porter
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SIGN UP | REGISTRATION FORM
PREFERENCES
ARMANIBRIDGE TO CUSTOMER
ENGAGEMENT:
• Content preferences
• product category
• brands
• designers selection
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SIGN UP | REGISTRATION FORM
CONTACTABILITY:
LOUIS VUITTONPREFERRED CONTACT
DEVICE/CHANNEL
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SIGN UP | REGISTRATION FORM
PROFILING
INFORMATION:
BULGARIBRIDGE TO OFFLINE:
FAVOURITE BOUTIQUE
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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WELCOME EMAILS
DOUBLE OPT-IN EMAIL:
TIFFANY
LUXURY TOUCH
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WELCOME EMAILS
CARTIERPERSONALIZATION
AND CARE• Title / Name
• Account features recap
• Contacts
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WELCOME EMAILS
what we can do for you who are your favourite
designers?
SERIES
MR PORTER
welcome to Mr Porter
style bulletins
WELCOME PACK
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WELCOME EMAILS
Welcome, Check Out What's New
NOT ONLY REGISTRATION
CONFIRMATION…
COACH*
Thanks For Registering
…ANIMATED GIF TOO!
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ABANDONED CART EMAILS
still thinking about it
SERIES
NET-A-PORTER
• Abandoned cart series
• Remind the product
choice and give options
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ABANDONED CART EMAILS
CONTENT COMPLETENESS:
ZEGNA
CARE: HELP, DON’T PUSH
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RESPONSIVE
FENDI
ABANDONED CART EMAILS
• Remind the product
choice
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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CUSTOMER CARE INQUIRY
HUGO BOSSEASY AND CLEAR
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CUSTOMER CARE INQUIRY
CARTIERCONTACT FORM
Luxury feeling
Contattare un
ambasciatore
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CUSTOMER CARE INQUIRY
DIOR
REPLY WITH FLAIR• Reply with a luxury touch
• Layout
• Call
MAKE IT EASY
FOR THE
CUSTOMER• Full range of contact
options
• Quality chat
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PURCHASING PROCESS
ZEGNACOLLECT IN STORE
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PURCHASING PROCESS
LUIS VUITTON
FASHION ADVISOR SERVICE
RECOMMENDATION ENGINE
PICK UP IN STORE
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PURCHASING PROCESS
BOTTEGA VENETA
VALUE YOUR
CUSTOMERS’
FEEDBACKS
SAVE THE ADDRESS
• • ACQUISITION
• • RECOMMENDATION
ENGINE
SAVE ADDRESS
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PURCHASING PROCESS
FENDI
VALUE YOUR CUSTOMERS’
FEEDBACKS
ACQUISITION RECOMMENDATION ENGINE
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PURCHASING PROCESS
RALPH LAURENRECENTLY VIEWED
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PURCHASING PROCESS
BRUNELLO
CUCINELLISHOP BY LOOK
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PURCHASING PROCESS
BALENCIAGASUSTAINABILITY
AND LUXURY TOUCH
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PURCHASE RELATED EMAILS
TIFFANYReply with a luxury touch
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PURCHASE RELATED EMAILSBURBERRY• Completeness with a nice look and feel
• Product image
• Order recap
• Shipping recap
• Return terms and conditions
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PURCHASE RELATED EMAILS
GUCCI• Reassuring series
• Order confirmation
• Shipping confirmation
• Delivery confirmation
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OVERALL LUXURY FEELING
EXTERNAL PACKAGING
CARTIER LUISA VIA
ROMA
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OVERALL LUXURY FEELING
INTERNAL BOX
PRADA MR PORTER
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OVERALL LUXURY FEELING
FIRST INTERNAL LOOK
CARTIER TOD’S
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OVERALL LUXURY FEELING
PRODUCT BOX
HERMES LOUIS
VUITTON
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CARE AND SPECIAL TOUCH
EXTERNAL PACKAGING GIFT CARD
LOUIS
VUITTON
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CARE AND SPECIAL TOUCH
PACKAGING THANKS MESSAGE
NET-A-
PORTER
TORY BURCHRALPH
LAUREN
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CARE AND SPECIAL TOUCH
PACKAGING DOCUMENTS
LORO PIANACARTIER
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POST PURCHASE
SURVEY
HUGO BOSSGIVE VALUE TO YOUR
CUSTOMERS’
FEEDBACK
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POST PURCHASE
SURVEY
GUCCIGIVE VALUE TO YOUR
CUSTOMERS’
FEEDBACK
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POST PURCHASE
PRODUCT PUSH
MR PORTERPERSONALIZED PRODUCT
SUGGESTIONS
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RETURN PROCESS
PRADALUXURY FEELING
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RETURN PROCESS
DIORCHOOSE THE TIME OF COLLECT
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HERMESEASY AND CLEAR
RETURN PROCESS
• Two steps only
process
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RETURN PROCESS
ZEGNALUXURY LOOK AND
FEEL
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RETURN PROCESS
BURBERRYCOMPLETE WITH
PRODUCT REMINDER
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Return
delivery
received
RETURN PROCESS
HERMESREASSURING SERIES
Return
confirmation
Refund
confirmation
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CREATE BRIDGES TOWARDS OFFLINE
BE PERSONAL AN PERTINENT
FOCUS ON DEDICATED SERVICES
LOOK AND FEEL CONSISTENCYmake your customers’ journey
seamless
make your customers feel part
of the brand wherever they are
caring is the drive to
conversion and loyalty
translate digitally the luxury
retail experience
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