Impact of Cross-Channel Strategy on Brand's Commitment: A Case Study in an Affordable Luxury Industry

The luxury sector as a whole is experiencing a delay in digitalization, both in store and online, while customers are more and more attracted by digital experiences. Strategies such as driving online customers into shops, or using the web to complete store information are increasing and integrated in what we call cross-channel strategies. This research aims to understand the determinants and impacts of cross-channel experience on brand's attachment, in an affordable luxury context. Based on a qualitative analysis (individual interviews with customers and experts) carried by the case of the brand Comptoir des Cotonniers; the results show the role of each channel in the purchasing decision. Moreover, it demonstrates the synergy between offline and online channels, as well as the development of experiential elements (online and in store) appear to be the key elements of brand's commitment.