Luxury retail and digital management : developing customer experience in a digital world

Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- What Is the Reason for This Revision? -- Change Is Accelerating: The Luxury Customer Is No Longer the Same -- Part I Important Choices in Luxury Distribution -- Chapter 1 The Various Models in Luxury Distribution -- Direct and Indirect Distribution -- Evolution and Perspectives of the Various Types of Sales Outlets -- Advantages and Disadvantages of the Various Distribution Channels -- Chapter 2 Do Luxury Products Still Sell in Stores? -- The Owner Becomes a Retailer as Well -- Different Situations According to the Different Luxury Segments -- Watch Manufacturers and Niche Perfumers Are Creating Single‐Brand Outlets -- The Future of Multi‐Brand Stores -- The Special Case of Travel Retail -- Chapter 3 Concept and Design of a Luxury Boutique -- Relaunching a Brand: The Urgency for a New Concept of Boutiques -- The Concept of the Boutique: Applying the Brand's Vision -- Store Formats: Closed or Open? -- Customising Boutiques and Flagships -- Visual Merchandising and the Institutional Image of the Brand -- Chapter 4 Online, Offline or O2O? -- From Yoox.com to the Merger with NET-A-PORTER.com -- A Brief History of the Love/Hate Relationship that Luxury Brands Have with the Internet -- Part II Know and Understand the Client -- Chapter 5 Putting the Customer Back in the Centre -- Looking at It from the Customers' Side: Why Have They Logged On and How Do They Use the Internet? -- The Seven Rules of the Internet and Social Networks -- Chapter 6 Customer Identification and CRM -- Managing the Customer Database -- Marketing Data -- How Can One Recognise a Client? -- Using the Customer Database -- Chapter 7 The Challenges of Offline and Online Integration -- What Are the Criteria for Offline/Online Integration? -- Global Tracking of Customers (Especially Chinese).