Yes Chinese recovering at the pace of the most optimistic forecasts and consumers United States of America superimposed on the macroeconomic context, the luxury market could grow between 11% and 13% this year compared to 2022. If this is not the case, if purchases remain domestic in the Asian country and gain economic restraint on the other side of the Atlantic, high end product It will increase between 7% and 9%. So even in a less favorable scenario for consumption, the luxury sector is growing. It does this thanks to an audience that doesn’t care as much as the average consumer. state of stagnation; felt in 90% of cases better financial situation than a year agoand despite one major drawback: the customer is still not completely satisfied with their shopping experience. First of all, because of the differences it offers physical store and the ‘online’ channel.
According to a report by Boston Consulting Group And altagama That sums up a business that has 20 million truly loyal customers worldwide and dedicates more than 39,000 euros a year to luxury. products And special experiencesa volume that does not include expenditures. cars, yachts, mobile anyone smart watches.
The thing is, according to this report, only four out of ten customers experience the purchase they find satisfactory; Rate it at 45% sufficientand 11%, disappointment.
“Luxury brands have invested significant time and resources into perfecting it. offline customer experience and a customer’s level of satisfaction at the in-store sales ceremony and as a result. visit a store [de lujo] double the purchase at a traditional point of sale – details of the report -. However online procedures for luxury brands They’re too far behind.”
This is explained by two types of unsatisfied needs. on the one hand, speed And product availability; on the other hand, such as emotional problems shopping comfort or the feeling of being pampered.
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“Luxury consumers are looking for the same thing exclusivity level, human touch And pantomime The ‘online’ channel is more involved than the ‘offline’ channel, and the absence of all this has a serious impact on customer satisfaction. digital experience“, insists the document, which in any case differs significantly depending on the category.
For example, the percentage of their customers Generation Z The rate of those who consider the shopping experience as a disappointment (22%) is much higher than that offered by ‘.exploding‘ (%eleven); And ChineseTechnological advances and a much more advanced digital ecosystem have led to less discontent (13%) than before. Italy (28%), who tops this ranking? Also, curiously, the disappointment rate is skyrocketing in the market. Sunglasses (30%) is far from what is perceived in the market. bag, shoe, clothes, jewelers wave cosmeticsWith an audience of discontent that fluctuates between 18% and 10%.
“Brands cannot continue to think from the channel’s perspective to improve the experience,” they said in the presentation of the report. Two executives of Boston Consulting Global, Filippo Bianchi And guide ricci. “Instead, they have to decide whether they want to be defensive (over-specialization means ensuring that every selling point plays a role and leading customers to the most relevant) or offensive: hyper-personalization and ensuring that every selling point plays every role, adapting to the needs of every customer.”